Latest news with #CampaignMiddleEast
Campaign ME
3 hours ago
- Entertainment
- Campaign ME
Private View by UAE-based telecom Brand Director Simon Ornelis
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. Simon Ornelis, a UAE-based Brand Director with expertise across telecom, FMCG, and retail, shares his perspective on selected 'Work' for July's review section. The LEGO Group: Build It With Him A warm, meaningful idea rooted in a powerful truth: dads value time more than things. The emotional clarity is strong. I'd love to see it evolve into build-it-with-him kits or seasonal rituals. There's a great opportunity to turn this into a memory-making platform that families look forward to year after year. Dubizzle: Everyone Is On dubizzle There's boldness here, and I respect the unapologetic tone with category confidence and a sticky line. But I found myself wanting a little more. The brand is sitting on rich data and diverse user journeys – there's an opportunity to celebrate real stories, niche use cases or life milestones adding depth to the brand's clear market leadership. NYX Professional Makeup: The Face Glue Bold, eye-catching, and unapologetically expressive – the campaign turns fan energy into citywide visibility. What makes it work is how true it feels to NYX's fearless personality, while cleverly tapping into Dubai's love for over-the-top drama. Safa's presence adds glamour and credibility. Himalaya: We Know Pimples The tone here is refreshingly right – not preachy, not trying too hard. Just a gentle, well-observed mirror of what it's like to be a teen. It sets the stage for a meaningful brand relationship. Building on this with peer-led content, simple skincare routines, or digital tools could turn it into a true go-to for teens. L'Oréal Paris: Sit Al Bait Brilliant. This is standout brand work – respectful, clever, and deeply rooted in cultural insight. Reclaiming 'Sit Al Bait' with pride aligns beautifully with L'Oréal's timeless promise 'Because you're worth it' – in a way that feels fresh and locally meaningful. With continued storytelling, community programmes, or product integration, this could evolve from a strong statement into a lasting, values-led platform that truly lives across the region. By Simon Ornelis, UAE-based telecommunications Brand Director.
Campaign ME
9 hours ago
- Business
- Campaign ME
PIF-backed HUMAIN's Acting CMO on Saudi Arabia as a global AI powerhouse
As artificial intelligence (AI) rapidly reshapes industries worldwide, Saudi Arabia has set its sights on becoming an AI powerhouse, positioning itself as a global leader at the heart of the transforming AI-driven economy. At the heart of this movement stands HUMAIN – a PIF-backed AI company envisioned by Saudi Crown Prince Mohammed bin Salman Al Saud to place the Kingdom, and the greater Middle East region, front and centre in its development of AI infrastructure, Arabic large language models (LLMs) and cloud services. At the Cannes Lions International Festival of Creativity in July 2025, Campaign Middle East spoke exclusively to Steve Plimsoll, Chief Strategy Officer and Acting Chief Marketing Officer, HUMAIN, about going beyond the headlines and billion-dollar deals to answer crucial questions: What makes AI truly transformative for businesses and brands? How do data quality, cultural context and clearly defined use cases determine the real impact of AI strategies on brand, marketing and the society at large? At the core of AI lies data and used cases At the outset, Plimsoll told Campaign Middle East, 'In the same way that Aramco has led the region and the world in the oil sector, HUMAIN was established to lead the world in artificial intelligence. HUMAIN will be global first, but sovereign by design. We will power and enable AI from the ground up, creating capabilites in the region for the world, and this includes data centres, tokens, LLM models and applications built on top of it.' Since its launch in May 2025, the company has already signed deals worth more than $23 billion with global AI leaders such as Nvidia, AMD, Amazon Web Services, and Qualcomm. Plimsoll added, 'HUMAIN will power global AI moves with data centres and large language models. We will enable AI infrastructure while delivering on global demand and the sovereign needs of Saudi Arabia and the region from a data protection, security and capabilities perspective. This includes storing data, processing data and managing it in our data centres in Saudi Arabia – for the region and for the rest of the world.' However, brand and marketing leaders in the region leaning into artificial intelligence who are evaluating the effectiveness of AI strategies have stated that these strategies are only as good as the insights derived from AI analytics, which in turn are only as effective as the quality of first-party and third-party data that feeds AI. When questioned about data integrity and clean data, Plimsoll responded, 'Unfortunately, this is one of the less-asked questions and, yet, one of the most important ones. AI is trained on data. If you train AI on bad data, you get bad AI. If you then feed a bad AI model with bad data again, you get even worse answers. Sure, data remains one of the most important aspects in all of this.' He added, 'But more important than the data is the used case. Why are we using AI? What are we using it for? While it's easy to say that AI is going to change the world, we need to understand how and why.' Plimsoll uses the story of a drill as a metaphor to 'drill the point home'. We buy a drill to drill a hole; we need the hole to put a nail in; we need the nail to put a painting up on the wall – so essentially we bought a drill to put a painting up on the wall. However, AI is like double-sided sticky tape that we buy to put up the painting instead, which metaphorically disrupts the 'drill' and 'nail' industry. 'This is why we've got to ask ourselves, what is the problem that I'm trying to solve?' Plimsoll explained. 'We've got several tools at our disposal, and with the right data and approach, we can solve any problem. We can make any industry more efficient. We can make any human better. We can take the interdependency of human creativity and AI's precision and power, and bring them together to create a unique force that is better than what it is today.' View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Arabic large language models: Built in Saudi Arabia, but for the world Building on the conversation of making the brand and marketing industry better, Plimsoll also addressed the untapped potential of Arabic large language models (LLMs) targeting users in Saudi Arabia and across the Middle East – especially given growing conversations around the localisation of content and connecting brands with communities by leveraging the languages in which consumers think. 'In the Middle East, and specifically in Saudi Arabia, it's important to understand that tradition, culture and heritage are embedded in everything we do, but most LLMs that we use are built of generic content available globally that are meant for everyone, everywhere. They don't understand cultural nuance or the several sub-dialects of the Arabic language. It's important to understand that the 400 million Arabic speakers in the world don't all speak the same way,' Plimsoll said. He added, 'This is why we need to train AI and large language models based on how people speak and choose to ask questions in their language. Then we need to train LLMs to create generative content that is relevant, contextual and culturally nuanced enough to accurately and efficiently respond to a query set in a hyper-local context.' Through the conversation, he went on to add that global campaigns 'converted', 'translated', 'created' or 'generated' to suit the Middle East region may look appropriate to a global audience, but completely inappropriate to audiences in the region due to its misrepresentation of national attire, colloquial language, cultural etiquette – all of which need to be addressed not only by creatives, but also by those developing LLMs for the region. 'We need to build the best Arabic large language models from the region that aren't just about Arabic, but are about understanding the Middle East in all its facets, including religion, culture, tradition, heritage, customs, behaviours, preferences, intent and, most importantly, people – and that's how we're going to change LLMs and the future of marketing,' Plimsoll concluded.
Campaign ME
a day ago
- Business
- Campaign ME
Hot off the press: Campaign Middle East's Cannes Lions 2025 magazine hits stands
Campaign Middle East's latest magazine spotlights the glitz, glam and glory of Cannes Lions 2025 while unpacking the raison d'etre of advertising. This July edition of Campaign Middle East is packed with opinions from key industry leaders on ethical and 'do-good' marketing. The issue also incorporates recaps from some in the region who attended the 72nd Cannes Lions International Festival of Creativity, who coincidentally, also raise questions on how the industry can strategise and create 'marketing for good'. Senior-level marketers and advertisers, both brand and agency side, have poured their concerns into the pages of this issue to make the case for better advancements in ethical and sustainable media and marketing practices. Al Masaood's Marwa Kaabour reflects on how ethical leadership weaves sustainability, inclusion and governance into the fabric of business. C2 Comms' Roy Aftimos echoes this and attributes his agency's success to prioritising people and purpose. Unilever's Manan Gupta adds to the discussions with a take on why the retail shelf is one of the biggest missed opportunities in consumer sustainability, while Warner Bros. Discovery's shares how brands can inspire ec-action in young audiences through kids' media and entertainment. Contributors to Campaign Middle East's annual 'Do-Good' issue also include Conscious Media's Andy Powell, WonderEight's Karim Abou Rizk, The Vantage's Robin Phillips, and Motivate Val Morgan's Sahal Valliyot. Also under the spotlight this month is an in-depth look into all the heated debates, interesting insights and top takeaways from Cannes Lions 2025. In the issue's cover feature, Anup Oommen, Editor at Campaign Middle East, recounts perspectives on this year's Festival of Creativity from Simon Cook, CEO, LIONS, Aude Gandon, Global Chief Marketing Officer, Nestlè, Fabio Silveira, Managing Director, Havas Creative Middle East, Gary Vaynerchuk, CEO and Chairman, Vayner Media, Siddarth Sivaprakash, Head of Brand & Marketing, Home Centre, Landmark Group, Josefien Olij, Senior Director Marketing Communications, Phillips, Ali Rez, Chief Creative Officer, Impact BBDO, Melissa Hsieh Nikolic, Director of Product Management, YouTube Ads, Andy Yang, Global Head of Creative and Brand Products, TikTok, Fahd Hamidaddin, Board Member & Founding CEO, Saudi Tourism Authority, Reda Raad, Group CEO, TBWA\Raad, Tarek Miknas, CEO, FP7 McCann MENAT, and Khaled Al Shehhi, Executive Director of Marketing and Communications, UAE Government Media Office. Also contributing their thoughts on the Festival is UK Advertising's Aisling Conlon, DCT Abu Dhabi's Nada Assaf, Déjà Vu's Manasvi Gosalia, Serviceplan Group Middle East's Natalie Shardan and Livingroom Dubai's Seyoan Vela. This month's Brand Focus section hears from Modon Holding's Dina Jreissati, who writes that brands that nudge societal conversations end up on top. Amjad Puliyali contributes to the month's Saudi Focus, and explains how Saudi Arabia's investments in artificial intelligence position the Kingdom as a leader in technological advancements. From recaps from the shores of the south of France to discourse on how the industry can be better and do better, Campaign Middle East's Cannes Lions 2025 and Do-Good magazine holds a mirror to the industry's wins and areas of improvement. Read more in the full issue below or click here.
Campaign ME
a day ago
- Business
- Campaign ME
Premier Inn shares strategy that tripled revenue: Book direct, check-in, scale at speed
In a hospitality market defined by rising competition and shifting traveller behaviour, Premier Inn Middle East has revealed how it set a regional benchmark for direct digital performance. With 11 properties across Dubai, Abu Dhabi and Doha, the brand set an ambitious goal in the second quarter of 2025 to double its direct bookings to 15 per cent by 30 June, compared with the previous quarter. Success metrics of the Premier Inn campaign Partnering with strategic agency Crowd, Premier Inn Middle East didn't just meet its target, it exceeded it with effectiveness. In data revealed to Campaign Middle East, the campaign proved to unlock: 46 per cent growth in direct website bookings; growth in direct website bookings; A remarkable 262 per cent lift in booking revenue; lift in booking revenue; 124 per cent surge in organic search revenue; surge in organic search revenue; 126 per cent increase in active site users; and increase in active site users; and 106 per cent spike in overall site traffic. 'This wasn't a stroke of luck, it was the result of smart planning, deep segmentation and agile marketing execution,' said Liyana D'silva, Director at Crowd and Client Lead for Premier Inn Middle East. Strategy behind the campaign's success Crowd's creative and media approach zeroed in on three key traveller segments: business professionals, leisure explorers and airport transit guests. Airport transit guests held special strategic weight, given that Premier Inn's properties are adjacent to key regional airport hubs in Dubai, Abu Dhabi and Doha. As such, the campaign emphasised on book-direct benefits, delivered through the travel-funnel across; Social media; Google and Meta search platforms; Leveraging localised, hyper-segmented messages with creative variants for each traveller type; and Using AI-powered automation plugged into the booking engine. The AI-powered automation boosted retention, reclaiming abandoned carts and retargeted potential customers. The campaign was activated in regional markets, including the UAE, KSA, India, the UK and Qatar with a wider international rollout following the initial 30 days. Through the campaign, Crowd helped Premier Inn Middle East check in more guests and check off an entire roadmap of revenue transformation. 'This wasn't just a media buy, it was a relationship built on trust, innovation and precision,' D'silva said. She added, 'Our collaboration with Triptease and Amadeus gave us the tools to activate this with intention, while the Premier Inn Middle East team's belief in the strategy made all the difference.' Simon Leigh, Managing Director at Premier Inn Middle East, echoed that sentiment, saying, 'The partnership with Crowd has been brilliant. Together, we've built something enduring, an ecosystem of smarter guest relationships, increased direct bookings, and long-term, sustainable growth.' 'Premier Inn Middle East's success in Q2 2025 is more than an isolated spike, it's a masterclass in performance-led hospitality marketing,' Leigh added. With direct bookings no longer an afterthought, brands in the MENA region can view this as a blueprint to reclaim digital ownership, deepen guest loyalty and build commercial resilience.
Campaign ME
16-07-2025
- Business
- Campaign ME
Call for listings in Campaign's PR, Events and Experiential Guide 2025
Campaign Middle East has announced the listings open for Campaign's annual PR, Events & Experiential Guide 2025 along with the online directory listings. This guide would be circulated on 25th August 2025 and will act as a comprehensive, all information in one, hands-on guide detailing PR & Events companies in the region. Here are some pointers on Campaign Middle East's annual PR, Events and Experiential Guide: The guide will be a ready reference for brands managers, clients and other industry professionals looking for a PR, Events and Experiential agency, and for journalists looking for contacts. As a directory, it will list key clients, agency contacts and vital company information. Building on the success of Campaign's annual directories and guides rolled out over the last few years (including Digital, Media & Creative Agency Guides and TV, Radio Guide and Outdoor Guides), Campaign's PR, Events and Experiential Guide in 2025 is its seventh year running. Basic listings are free in order to be comprehensive as possible, so make sure to send in your agency details. Enhanced listings are also available to make your agency stand out from the crowd. Get in touch now to share your details and ensure your place in the industry's go-to reference source. Campaign Middle East also maintains a digitised version of its directories, with each agency having their own page hosted in the Campaign's Online Agency Directory on Campaign's website. Clients and brands will use this directory to search for agencies based on their services requirement. In each agency page will feature all the latest news, articles, contact details, work, clients and all related information carried in Campaign, so it will be updated throughout the year with fresh news, editorial articles, clients work and all related information, making it a good place for all brands and clients to see the work you have been doing and the news that you have been making and in this way contributing to lead generation. You can view last year's Campaign PR & Events Guide 2024 for reference. Partnership options: Option 1 – Free Listings: Please note that there would be 8-10 free agency listings on each page – and information maybe dropped to accommodate space. If exclusivity and added exposure are preferred, please find below the paid add-on options: Option 2 – Extended Listings + Annual listing in Campaign's online directory: This option includes the free info and the below added info: Agency Bio (100 words) All Specialisms and all Key Clients Local phone number, Website Address Contact number Social media tags (Facebook, Twitter, LinkedIn, Instagram etc) Plus an annual listing subscription in Campaign's Online Directory, where the above info would be available online throughout the year on Campaign's website in the form of a full page listing. Option 3 – Half Page listing for each agency: This option would include all the above listing information in a half page format of the magazine along with the Company logo, Leadership panel (pictures and designation of up to 6 top management) and Awards won. Plus annual subscription to the Online Directory Option 4 – Full Page listing for each agency with Case Study: This option would include a Half page listing with all of the above detailed listing information + either Half Page Industry Snapshot Interview with CEO or Half Page Case Study + annual subscription to Online Directory Option 5 – Double page option: Full Page listing for each agency opposite a Full page Case Study / Ad: This option would include the above Full page listing plus a Full page Ad / Full Page Case Study. The FP listing would be opposite your FP Ad, thus giving you a Double page spread in the agency guide. This option also includes the annual subscription to Online Directory. Option 6 – Bespoke title partnerships: This option includes the above Double Page option and the Directory's Title Gold Sponsorship with your logo on the Front Cover and Adverts in premium IFC & OBC positions. For sending us the free listings and more details on the costs of the above add-on options, please email [email protected]. The deadline is 4th August 2024 for providing us all the above listing information, this special issue would hit the stands on 25th August and will be available throughout September across major bookstores, hypermarkets and Motivate's collection points.
