Latest news with #CampaignMiddleEast
Campaign ME
2 days ago
- Business
- Campaign ME
Campaign Breakfast Briefing: Leaders reach a consensus on critical marketing strategies
Campaign Middle East has successfully concluded its third event of the year – Campaign Breakfast Briefing: Marketing Strategies 2025 – which witnessed a room full of client-side marketers, agency and adtech leaders reaching a consensus to get back to the fundamentals of curiosity, creativity, consumer-first mindsets and cold hard business outcomes at the Grand Plaza Mövenpick in Dubai Media City on 29 May. The event began with a look at the fundamental shift towards 'outcomes' to drive business impact. Panel discussions at the event also dissected human-first approaches, personalisation, and the importance of brand fundamentals as channels fragment at speed. Panelists discussed how B2B and B2C expectations are converging, and how AI is increasingly shaping how audiences discover and interact with content and brands. Marketers and industry leaders also discussed the benefits of a fragmented media landscape, the shift from traditional media to precision media, the impact of AI on marketing strategies and the need for brands to adapt to consumer behaviour in an era when consumer attention is fleeting. Challenges around cross-channel measurement were voiced and the potential of creative storytelling and innovative marketing strategies were reinforced. Additionally, the 'education piece' and cultural relevance were discussed while keeping an eye on brand and business outcomes as well as creative ambition. Panellists discussed how to craft creative campaigns that not only inspire but also drive tangible results and resonate deeply with diverse communities. Here's an in-depth look into how the event – organised by Motivate Media Group's Campaign Middle East, in partnership with Bloomberg Media, Platformance, and SRMG Media Solutions – panned out: Welcome speech The event began with a welcome speech by Nadeem Quraishi, Publisher, Campaign Middle East, who briefed the attendees about the brand's latest developments. Quraishi introduced Campaign Middle East's first bilingual edition of The Saudi Report, which marked the brand's first inclusion of Arabic-language content in print in its 16-year history. He also announced the official launch of the brand's Arabic-language website, expanding its digital offering to better serve audiences across the region. He shared the latest details about Campaign Middle East's Agency of the Year Awards, which is scheduled to take place on 11 December in Dubai, as well as about Athar Festival 2025, which is set to be bigger and bolder this year with more than 3,000 attendees, more than 150 speakers, more than 80 activations, and several new zones such as content creation, AI, production, and luxury brand marketing, among others. Chair's opening remarks Campaign Middle East Editor Anup Oommen then took the stage to deliver the chair's opening remarks. He discussed how marketers need to add a 'protein shake' of marketing strategy to their diet — blending creativity, culture, credibility and storytelling. Oommen detailed how generative AI, agentic AI, shopping agents and other AI tools are revolutionising the full marketing funnel, before calling for marketers to embrace change, try-test-and-scale strategies, and choose to upskill quickly rather than relying on what worked in the past. 'If time, attention and engagement are the marketing battlegrounds of the present, then consumer-first approaches of trust and empathy will be the marketing battlegrounds of the near future. Transactional relationships in the market absolutely won't make the cut any more. The industry requires meaningful partnerships with stakeholders across the supply chain; and brands need to resonate more deeply and more personally with communities and individuals,' he said. Calling it a 'challenging path' but one that is brimming with opportunity for those willing to lead the charge, Oommen added, 'Although this may sound very uncomfortable – we must embrace change, choose to educate ourselves, harness technology and cultivate marketing strategies that are both meaningful and measurable.' Keynote: The outcomes graph: Why the future of marketing is not where you advertise, but what it delivers Getting the event started, Wade Eagar, Chief Marketing Officer, took the attendees on a journey into the Outcomes Graph, exploring the shift from media placement to business impact. Eager highlighted the importance of outcome driven marketing, calling for a return to keeping the end-goal-in-mind instead of being focused on a budget-first approach. He also stressed on the need for cross-functional collaboration and performance-driven strategies to to shift the focus from mere metrics to business business outcomes. 'Outcome is a fundamental shift going back to how we drive business value,' Eager said. 'Start with the outcome, not the brief. Measure what you own — and this is the piece I want to bring home — move away from focusing only on the external data that we spend so much time measuring and building a nice story around, and move towards the internal data that shows up on the P&L. However, it's not about throwing the baby out with the bathwater, it's about stitching these two together to align with business outcomes.' He also called for marketers to become a lot more 'commercial' in the sense of learning to work cross-functionally. As a result, there's a shift coming through where marketers are asking: What does the business need, rather than how can we deliver a brief based on the given budget? 'The new marketer is not asking is it brand versus performance — they're looking at both; they're not getting rid of the creative — they're asking for the creative to perform; they're not saying get rid of the data — they're asking for value within the data rather than volume. At the end of the day, we need to understand our customers, and help them to take an exit that drives business value,' Eager concluded. Panel 1: Next-gen marketing: Personalisation, AI and the blurring lines of B2B and B2C The first panel discussion of the day witnessed multiple client-side marketers leading the charge, including: Aimee Peters , Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, HSBC , Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, Loay Nour, Vice President – Brand and Marketing Communications, Fairmont Hotels & Resorts Vice President – Brand and Marketing Communications, Sohail Nawaz, MBE, Head of Retail Media, Landmark Group, and Head of Retail Media, and Virginie Ludmer, Director of Marketing & PR, Volkswagen Middle East The panel, powered by Bloomberg Media and moderated by Emily Bentley, Head of Client Marketing, MEA at Bloomberg Media, discussed ways to navigate complex B2B sign-off chains to meeting B2C's demand for deeper, more meaningful connections, using strategies that engage with both humans and machines. The session also explored how to create campaigns that are not only intelligent and personalised, but also authentic, locally resonant and built for a landscape where trust, nuance and relevance matter more than ever. Aimee Peters emphasised the importance of brand fundamentals as channels fragment at speed, calling for marketers to hold on to old-school essentials, including curiosity, creativity, empathy and 'cold hard business outcomes'. Peters explained, 'The curiosity about why people do the things that they do is always going to underpin everything. The ability to challenge is always critical. But you can't constructively challenge if you're not curious and if you're not thinking about humans,' Peters said. 'We have to market to be human, first and foremost. But as we get deeper into sort of proposition-level marketing, we start to distinguish through much more personalised campaigns, which is where the distinction becomes much more apparent. However, the critical piece is that we need to think about being human-first.' The discussion also explored how personalisation has progressed from predictive AI — figuring out the best time to send that prospective and speculative marketing email moving into generative AI, where AI crafts bespoke content — to an era of Agentic AI, where shopping agents reach out to consumers on their birthdays, asking about their celebration plans and then taking care of their outfit shopping, from discovery to purchase and having it delivered all before they head out to celebrate. Speaking about the need for 'secret cyborgs' to be celebrated, Sohail Nawaz, MBE, explained, 'Secret cyborgs are those people who are using AI, but nobody knows they are using AI because they're not telling you what they're using. This is interesting at a time where business leadership is figuring out a clear policy on what they ought to do with AI and the governance around it. In such a context, there needs to be a lab set-up within the business environment that pulls these secret cyborgs to test AI tools.' He added, 'These stealth employees using AI are now becoming pioneers in new AI lab environments that companies are setting up, even as leadership teams set out their clear vision for AI's impact on the workplace and organisation. What does this teach us? Don't wait to be an AI expert — just be AI active.' Addressing the conversation around business-to-business (B2B) audiences and business-to-consumer (B2C) audiences, Loay Nour said, 'We make sure that whenever we create any campaign that we take into consideration the two audiences and the channels — especially as we go through the creation of the process. What's interesting is not only B2C and B2B audiences, which we always think about, but also how to create a funnel for B2B2C, because they become your advocates to promote your brand and your campaign.' Wrapping up the discussion well on the blurring lines between B2B and B2C, Virginie Ludmer said, 'At the end of the day, the brand promise is the same. At the end of the day, we're all looking to enhance the customer experience. Whether we're working alongside our dealerships, in terms of B2B, or our consumers, in terms of B2C, we need to really ensure that their success is also our success — together.' To view the panel discussion in its entirety, stay tuned for the full video of the Campaign Breakfast Briefing that will be added to this article shortly. Panel 2: Fragmented media landscape: A boon or a bane for marketing in the Middle East? The second panel, conducted in partnership with SRMG Media Solutions, and moderated by Nader Bitar, Director of Digital Solutions, SRMG, welcomed to the stage, Mitin Chakraborty , Head of Marketing , Babyshop, Nikola Djordjevic, Head of Marketing, ASICS Arabia, Andrew Ene , Head of Performance, Spark Foundry MENA, and , Head of Performance, and Anjana Murali, Associate Director – Growth & Best Practices, Keyade Middle East The panellists delved into an in-depth discussion on capturing attention and connecting with consumers in a fragmented media landscape; identifying core target audiences and the most relevant media channels to reach them; as well as developing a cohesive brand story that can be consistently communicated across chosen media touchpoints. Nikola Djordjevic said, 'We have all seen a major shift in the way customers consume media and entertainment, and we all need to be where these customers and consumers are. These people don't want to be passive consumers of media on traditional channels such as television anymore; they want to consume on the go and whenever and wherever they choose. So, I think, we as brands need to evolve, as well. It's not about going omnichannel every time. Instead, we need to pick our battles and choose the best medium contextually at a given moment of time depending on where — and when — the consumer wants it.' Mitin Chakraborty built on this discussion, calling for brands to pick and choose channels that are relevant to the brand, and based on what's relevant to the customer and to the category. 'I think that magical mix is what we need – a mix of logic and magic; a mix of the art and the science, which is super critical,' Chakraborty said. 'I think it goes back to always us as marketers, really identifying: What's the problem that we're trying to solve? Now, there are those who may call it grand idea to focus on purpose, but I think it's very important if you're trying to chase brand equity within this fragmented space, It's very important for us to know what is our biggest story, and how that is being translated across every touch point for our customers.' During the discussion, Andrew Ene also shared how the marketers' mindsets have now shifted to multi-channel more than omnichannel, especially since the latter is a term that has been overused through the years. Ene said, 'Omnichannel is more about what's the brand truth that you're trying to communicate to the consumer, and how do you make sure that you communicate that brand truth consistently across every touch point that the consumer engages with. However, when you're thinking of multi-channel strategies, you're thinking about making a choice about where you have the right to win based on where the consumers are at in a fragmented media landscape, and then crafting a story that touches all of those points.' Anjana Murali added, 'The way we fundamentally think about marketing is shifting. Quite often, we find ourselves as marketers sitting in a room to identify five personas that match our brand. However, if you're thinking of narrowing all of your target audiences into merely five personas, you're already missing out. This is where algorithms and AI come into the picture. They can predict and reach people far better than we used to do, and can do.' She continues, 'However, just because AI and algorithms seem to be doing the heavy lifting, it doesn't mean some of us marketers can take a nap. It's important to marry the two together — what AI can do and what we bring to the table in terms of our experience, the creative, understanding the feedback, leveraging what message resonates with the user, and more. That creative and strategic input still lies with us — and that's why at the core, we are still needed.' Before the panel concluded, Chakraborty also highlighted standardised measurement as a common pain point that needs to be addressed on priority — a problem that's becoming a road block for marketers trying to join the dots in terms of decision-making around platforms, providers and an ideal full-funnel approach. To view the panel discussion in its entirety, stay tuned for the full video of the Campaign Breakfast Briefing that will be added to this article shortly. Fireside chat: Balancing creative ambition, business objectives, and community-driven demand for relevance The final discussion of the event, a fireside chat with marketers, explored ways to measure the effectiveness of cultural relevance within campaigns, while simultaneously staying aligned with broader brand and business objectives. The fireside chat, moderated by Anup Oommen, Editor, Campaign Middle East, welcomed on stage two client-side marketers, including, Iva Kutle Škrlec , Director, Destination Marketing, Hilton MEA, and , Director, Destination Marketing, and Remya Menon, Associate Director of Marketing, Bayut Iva Kutle Škrlec said, 'I think the whole cultural relevance piece starts by defining what that means for your brand and what you're trying to achieve, because that then determines what you're measuring. Do you need a brand-lift study? Do you need to look at your engagement rates and so on? For example, when we launch channels and newsletters and content that resonates with a lot of people in the region and links into cultural concepts here, we definitely see increased engagement rate, engagement rates, and better response from our customers. But again, there needs to be a piece where you ultimately tie that back to the business and say, 'okay, this is having an impact' or is it just a nice to have, and are we getting it right?' Through the chat, marketers discussed the cultural nuances of the region — how there's no such thing as a one-size-fits-all approach to 'Middle East culture' or the 'Arabic' language, given that the region is a confluence of so many different cultures, dialects, traditions, beliefs, histories, and nuanced forms of expressing each of these. Škrlec added, 'So I think getting that granularity right and to understand what it is exactly that resonates with people — in terms of messaging, offers, promotions and products is essential. The way we market one hotel in this market might be entirely different to another place. That's why it ultimately comes down to that granularity of what matters to each individual community and customer and what impact it has on the brand and the business outcomes.' Building on this conversation of measuring the impact and effectiveness of getting cultural relevance right, Remya Menon, said, 'I'll be honest, the measurement piece is a conversation that we have all the time, almost on a weekly basis with our CEO, and we've been doing this for about two years. And I think measurement and specifically in the context of cultural relevance is difficult, right? But am I saying that it's impossible? No. We have all of our usual levers such as brand lift studies, surveys, feedback loops and so on and so forth. But as a brand guardian, you also have to build your own hardware and use your internal data and what your audience is actually feeding back to you to build those measurement methods.' Through the discussion, the marketers delved into the need to truly listen to consumers in order to get the 'cultural relevance piece right'. Menon added, 'Yes, there are KPI-driven conversations and there are creativity-driven conversations, but the consumers now have made their opinions very clear — they want to co-create with brands. They want their feedback to be heard and to be more involved in the conversation.' The panellists also discussed the need to build the right team structures to ensure that creative outputs and brand is aligned with cultural relevance, and organizational culture: Nurturing a safe environment that embraces mistakes and learning is how you innovate and stay ahead of the curve. They concluded the discussion sharing their take on the course correction required within the industry. To view the panel discussion in its entirety, stay tuned for the full video of the Campaign Breakfast Briefing that will be added to this article shortly. All in all, some of the key takeaways that attendees shared from the event were: Curiosity remains key; those who take a hands-on approach to the latest tools are those who will win. However, the adage 'garbage-in-garbage-out' remains true, given that generative AI tools are only as smart as the information they learn from, and the prompts they respond to. Meanwhile, even as personalisation, shopping agents, precision targeting and tasteful messaging are shaping marketing strategies, the core objective of the 'game' still remains to serve people. The magic of marketing strategies is to take a human-first approach and be a brand that matters to people. After the keynotes and panels at the Campaign Breakfast Briefing: Marketing Strategies 2025 event, attendees stayed back for a time of networking. 1/4 Campaign Breakfast Briefing: Marketing Strategies 2025 Attendees networking at the Campaign Breakfast Briefing: Marketing Strategies 2025 event. For those of you who were unable to attend this stellar gathering of like-minded leaders shaping the top trends and addressing the top challenges in the industry, keep an eye out for the YouTube video of the entire event. Mark you calendars. Campaign Middle East's next event, Campaign Breakfast Briefing: The Future is Now, which will be held on 12 September 2025.
Campaign ME
3 days ago
- Business
- Campaign ME
Fairmont engages new generation of luxury consumers with latest campaign
The latest global brand campaign from Fairmont Hotels & Resorts aims to connect the hospitality group's storied past with the aspirations of modern travelers. In an effort to reinforce its position as a beloved luxury hospitality brand and gateway to adventure and exploration, Fairmont's 'Make Special Happen' is a 360-degree paid media campaign that leverages a blend of still imagery, alongside video, across global print, online and social media platforms. The campaign is also supported by the launch of Fairmont's new website, which aims to extend the brand's new platform in a highly curated manner. Loay Nour, Vice President, Brand, Marketing & Communications at Fairmont Hotels & Resorts speaks with Campaign Middle East, sharing insights behind the campaign, and how audiences in the region can expect to witness localised versions of the brand's latest work. 'In an increasingly crowded luxury market, we are combatting a 'sea of sameness'; similar imagery, color palettes, language, even fonts. We had to think differently to stand out,' Nour says. 'We started with an extensive brand repositioning exercise and engaged hotel colleagues and leaders through focus groups and workshops, involving those who work directly with guests,' he explains on the strategy behind the campaign. 'This allowed us to adopt, first and foremost, a guest-centric approach,' he says. The campaign was inspired by an extensive canvas of guests' preferences and behaviours during their stays at Fairmont. 'We discovered that our guests feel passionately that staying with Fairmont makes them feel 'special'', Nour says. 'We decided to double down on this, building into new service culture training, to ensure that every colleague worldwide is equipped to create special moments for our guests.' The campaign's hero film begins with an invite to 'Make Special Happen'. To the tune of some upbeat contemporary jazz, invitations are distributed to guests of all demographics in various hotel settings. The visuals aim to showcase the offerings in Fairmont's portfolio and pauses on a scene that features Tom Wolfe, America's first concierge. For audiences in the region, Nour says, 'all campaign content and assets will be localised, using relevant language and tone of voice, while tailoring versions of the film to resonate with Middle East audiences.' Fairmont is also curating experiences that celebrate the spirit and culture of each of its destinations through the Make Special Happen series. 'In the Middle East and North Africa, for example, this comes to life through Marrakech Unveiled: A Sky-to-Souk Journey,' Nour says. 'Guests in Morocco begin with a sunrise hot air balloon ride over the desert plains and the Atlas Mountains, followed by local refreshments at a camp, and from there, they return to the Medina, journeying through hidden valleys and immersing themselves in the rich local culture.' 'It is more than a scenic activity, it is a fully immersive experience that reveals the true essence of the destination in a deeply personal way,' he explains. 'These special moments bring 'Make Special Happen' to life in ways that feel personal, authentic, and deeply connected to place.' Fairmont brought the campaign to life through its partnership with King & Partners and filmmaker Jean Claude Thibaut. Nour says initial consumer sentiment and response from audiences globally have been very positive. 'Given the campaign's strong digital focus, it allows us to maximise our reach and engagement with audiences across the Middle East, using full-funnel social, programmatic, and behavioral targeting to connect in a more personalised and meaningful way,' he says. 'We continue to monitor audience response closely through social listening, media analytics, and guest feedback to optimise the campaign and ensure it remains relevant and impactful across diverse global markets,' Nour concludes. Credits: Creative: King & Partners Director: Jean Claude Thibaut Media planning: Publicis
Campaign ME
4 days ago
- Business
- Campaign ME
Campaign Middle East's latest edition is out: The Luxury Issue
Campaign Middle East's latest edition, the Luxury Issue, spotlights how marketers are redefining value, storytelling and consumer connection across high-end categories. In a region where luxury is embedded in both culture and commerce, this issue dissects how brands are navigating sophistication, scarcity and personalisation in 2025. Senior voices from across luxury, hospitality, real estate and agency worlds explore what modern luxury means and how it's being sold – both globally and within MENA. Pauline Rady of GroupM MENA highlights the shift toward meaningful, culture-rooted experiences, while Bureau Béatrice's Jon S. Maloy considers the luxury battle between possession and preservation. Guerlain's Nicola Lavelle focuses on decoding luxury consumers in the Middle East using data, relevance and personalisation. Dana Tahir of Havas Red Middle East writes about how the consumers of tomorrow are shaping the meaning of luxury rather than simply purchasing it. Catherine Bannister and Aneeta Aby of TBWA look at the retreat from surface-level luxury in favour of narrative, wellness and heritage. Swarovski's Sarah Dja Yahia reflects on cultural authenticity, and OUI Agency's Rémy Abouchakra critiques luxury's fixation on perfection. Senior marketers at ARADA, House of OCTA, ALTA Real Estate and Devmark share additional insights on how branded residences and architecture are influencing the future of premium living in a feature by Campaign reporter Shantelle Nagarajan. The issue also includes a look into the luxury hospitality sector. Leaders from The Ritz-Carlton Dubai, Palazzo Versace Dubai, Anantara Santorini Abu Dhabi, Rosewood Hotel Jeddah and Waldorf Astoria Cairo Heliopolis shared with Hiba Faisal how experience, exclusivity and how service expectations are being redefined across high-end travel. From there, the issue takes a step back to ask a broader industry question: has marketing lost its balance between brand building and performance? In a comprehensive cover story feature, Campaign explores how the region's marketers are trying to realign long-term brand equity with short-term performance goals. Commentary comes from marketing leads across key sectors – including tourism, banking, retail and communications – offering a clear-eyed look at how the pendulum has swung and what's required to bring it back to centre. Contributors include Alka Winter, Mary Anne He, Vicky Kriplani, Mai Cheblak, Hemalatha Subramanian, Maya Tayara, Gita Ghaemmaghami and Ibrahim Ghazal. In addition to the main feature, several industry voices contribute opinion-led perspectives on this shifting balance. Megan French-Ritsch writes on belief-building as the root of strong brands, while G42's Faheem Ahamed argues that marketing is not broken – but its role must be redefined. Careem's Tayab Hasan positions retail media as a bridge between branding and performance. Additional voices include Al Masaood Automobiles's Delia Sandu, Mashreq's Muna Al Ghurair, Landmark Group's Mitin Chakraborty, and HSBC's Aimee Peters, who dissect storytelling, loyalty, and the role of automation and AI in more adaptive marketing systems. The issue also includes the Industry Forum section where agency and brand leaders share concise responses to the question: are we over-prioritising short-term KPIs at the expense of long-term value? Next, the spotlight turns to this month's TV & Video Guide – a practical, multi-platform overview that outlines the current landscape across free-to-air, paid TV, streaming platforms, and in-flight entertainment. Designed as a quick-reference directory for buyers and planners, the guide also includes commentary from regional experts on how video continues to shape consumer attention and cultural relevance. MIS Gulf's Marwan Kai reflects on the evolving perception of news, while Jean-Pierre Tannous of Middle East Media Services highlights the emotional depth and long-tail power of video-led storytelling. Mathieu Yarak from MMS breaks down what's driving performance across formats and platforms, and Prasad S. Amin from IAS Media offers a take on how TV and video continue to mirror wider social shifts across the region. This issue also recaps Campaign Middle East's first Market Minds CMO Roundtable, which brought together a dozen retail media leaders to explore how marketing functions are adapting to fast-moving commercial pressures and platform evolution. Participants from Samsung MENA, Chalhoub Group, Lulu Group, Landmark Group, Beiersdorf, Careem, Union Coop, talabat, Publicis Media, Publicis Commerce, Epsilon and discussed topics such as measurement, change management, in-house retail media units, platform trust and what it means to futureproof the retail marketing discipline. In the Brand Focus section, Renos Fountoulakis of the Department of Culture and Tourism – Abu Dhabi and Claudia Raya-Garcia of DIOR offer brand-side reflections on long-term strategy. Fountoulakis explores the importance of data and intelligence in destination marketing, while Raya-Garcia shares a dual lens on how luxury can be both agile and enduring. Turning to Saudi Arabia, the Saudi Focus looks at two key narratives. Julie Audette from The Red Sea and AMAALA shares how brand storytelling in the Kingdom is shifting towards emotion, identity and human-scale experiences. Meanwhile, NEOM's Toby Evan-Jones lays out how the rise of homegrown gaming is opening up new arenas for marketers, creators and commercial partnerships. This month's issue closes with a Provocations column by Tahaab Rais, who issues a sharp critique of the awards circuit. In it, he argues that lobbying has become an overlooked, institutionalised aspect of awards culture – one that may require the industry to rethink how it defines excellence and fairness. Read the full luxury issue below or here.
Campaign ME
6 days ago
- Entertainment
- Campaign ME
Why the future of streaming in MENA lies in hyper-personalised, genre-driven content
As streaming services continue to evolve across the Middle East and North Africa (MENA), the future of streaming is experiencing a significant shift – one defined by hyper-local content, genre-specific programming, and culturally intelligent storytelling. In an exclusive interview with Campaign Middle East, Jamie Cooke, General Manager for CEE & EMEA at Warner Bros. Discovery, unpacks the trends shaping the future of streaming in the region and offers essential takeaways for content creators, brands, and advertisers alike. Local stories are shaping the future of streaming The growing emphasis on local talent and storytelling across the region is very much rooted in clear, data-driven insights about how audiences engage with content today. Across MENA, audiences – particularly Gen Z and Millennials – are increasingly drawn to content that mirrors their cultural identities and lived realities. Internal research conducted by Warner Bros. Discovery indicates that regional consumers engage more deeply with programming that feels emotionally authentic and culturally resonant. 'Our internal audience research across MENA consistently shows that viewers are likelier to engage with authentic content that resonates emotionally and reflects their realities – be it language, values, or social context,' said Cooke. This insight is not limited to just one type of content. Viewership and engagement are rising across local formats across streaming platforms and linear TV, scripted formats, documentaries, lifestyle shows, and factual entertainment. 'Data from our own platforms and third-party research highlights that engagement rates, completion rates, and even brand recall are significantly higher when content is locally relevant,' said Cooke. This trend has strategic implications for both content creators and advertisers. The lesson is clear for global brands and platforms: to truly connect with communities in the region, content and campaigns must be crafted with cultural intelligence and local relevance. 'It's no longer about simply localising global content – it's about creating from the region for the region. This is why we at Warner Bros. Discovery continue to invest in partnerships with regional production houses and local talent. It deepens audience connection and creates opportunities for innovation that can travel beyond the region,' says Cooke. For advertisers, aligning with hyper-local narratives offers a powerful opportunity to embed their brand authentically into stories that matter to their audiences—driving both cultural relevance and commercial impact. Beyond localisation, purpose-driven storytelling is becoming increasingly important to both viewers and brands. The future of streaming is fueled by purpose-driven genres When it comes to genres that deliver on ROI, engagement, and brand impact, factual entertainment, real-life storytelling, and lifestyle content lead the way. These formats offer the right balance of emotional appeal and contextual relevance, making them popular among both viewers and crucial to advertisers looking to drive meaningful results. 'We're also seeing growing interest in documentary-style storytelling and purpose-driven content – especially among younger audiences who value authenticity and substance. These formats allow brands to align with stories that spark conversation and build cultural credibility, amplifying reach and recall,' said Cooke. He continues, 'Another powerful genre is food and travel. Food-centric content has proven to be a magnet for both viewers and brands in markets like the UAE and Saudi Arabia. It offers versatility, aspirational appeal, and seamless integration opportunities – whether through branded content, sponsorship, or native storytelling. At Warner Bros. Discovery, we've seen strong performance across our lifestyle and factual portfolio, with advertisers gravitating toward content that delivers impressions and impact. The focus now is on platforms and genres that allow brands to be part of stories that are watched and remembered.' Interactive, immersive storytelling Looking ahead, Cooke sees rising demand for content that prioritises experience over passive viewing. 'We believe that content's future will be increasingly defined by experiences and engagement rather than just passive consumption. As audiences – especially younger ones – seek deeper, more immersive interactions, formats that allow for user agency, such as multiple possible endings, branching narratives, or gamified elements, are gaining traction,' said Cooke. He explains that these interactive experiences do more than just entertain—they provide platforms with valuable first-party data, offering deeper insights into user preferences and behaviour. This evolution marks a shift from traditional one-way storytelling to a dynamic, two-way dialogue between creators and audiences. From a data standpoint, interactive content unlocks richer first-party insights by capturing how users watch, engage, and make choices, as well as what they value in a storyline. This behavioral data is a powerful tool for shaping future content strategies and delivering hyper-personalised experiences. 'At Warner Bros. Discovery, we're exploring how to integrate these formats naturally and authentically, particularly in markets like MENA, where there's a growing appetite for innovation and a strong connection to cultural storytelling traditions,' said Cooke. Brand safety and value alignment in the CTV era With consumers choosing to spend a lot of their time on streaming services and CTV, the context in which brand messages appear has become a top concern. Today's consumers expect alignment between the values of the content they watch and the brands that support it. This is why conversations around brand safety and brand integrity are not just important, they're essential. 'When a brand partners with us, they know their message is landing in content that aligns with shared values – whether that's inclusivity, creativity, or storytelling that makes a positive impact,' said Cooke In today's media landscape, where the volume of content is vast, and the choices for consumers are infinite, selecting the right partner is ultimately a matter of brand reputation and long-term equity. 'Shared values and a clear long-term vision are the foundation for meaningful collaboration. The most successful partnerships go beyond short-term campaigns and are built on trust, alignment, and a mutual commitment to quality and integrity,' adds Cooke. For brands looking to create real emotional connections, platforms that offer not just scale but substance should be a priority. Tailoring content with language and culture Content localisation in the MENA region is both a technological and cultural exercise. With such rich linguistic diversity – from Gulf Arabic to Levantine and North African dialects – it's essential to go beyond simple translation and adopt nuanced localisation strategies. Cooke comments, 'On the technology front, we use AI-driven language processing tools that can adapt to Modern Standard Arabic and dialect-specific nuances. These include Natural Language Processing (NLP) systems trained on region-specific data, voice recognition models tuned to local pronunciation, and machine learning algorithms that help tailor subtitles, dubbing, and metadata to regional preferences.' However, technology is only part of the equation. 'We also work closely with regional language experts and culturally attuned creatives to refine tone, idiomatic expressions, and narrative flow. This hybrid model – leveraging AI for scale and speed and human expertise for cultural accuracy – ensures our content feels local, not just localised,' said Cooke. The lesson for content owners and advertisers is clear, authentic engagement in MENA requires investment in both technology and cultural intelligence. It's not just about language – it's about relevance, respect, and resonance. Data in real time Real-time analytics are proving vital in refining user experience and guiding content strategy. 'At Warner Bros. Discovery, we actively leverage real-time data to monitor platform viewer behaviour. This allows us to continuously refine content recommendations and surface the right content to the right audiences at the right moment,' said Cooke. This capability is especially important in a region as dynamic as MENA, where viewing habits can shift rapidly based on cultural moments, seasons, or social trends. By using real-time feedback loops, brand can adapt content curation, adjust promotional strategies, and even influence programming decisions – all with speed and precision. He explains how this data-driven approach benefits platform performance and delivers stronger outcomes for advertisers. Real-time engagement metrics help brands and advertiser understand what's resonating, which formats are performing best, and where brands can authentically integrate without disrupting the user experience. 'The key is not just having the data but also having the infrastructure and agility to act on it. For us, real-time analytics are not just about optimisation – they're about relevance, responsiveness, and building a more meaningful relationship with the viewer,' adds Cooke. Ultimately, the future of streaming is not just about capturing attention and building connections. The more interactive and personalised the experience, the stronger the emotional bond between the viewer, the content and, by extension, the brand.
Campaign ME
6 days ago
- Business
- Campaign ME
Call for listings – Campaign's Audio Guide 2025
Campaign Middle East is pleased to announce the upcoming release of its 8th annual edition of the Audio & Radio Guide 2025, which will be published on June 30, 2025. This comprehensive, hands-on directory brings together everything related to audio in the MENA region – from radio stations and podcast networks to audio streaming platforms and sonic branding agencies. It serves as a one-stop reference for marketers, planners and media buyers. You can view Campaign's last year Audio Guide 2024 here for reference. Here are some quick pointers about this year's Audio & Radio Guide 2025: The next issue sees the return of Campaign's popular audio and radio guide, listing all radio stations, podcasts network, audio streaming platforms and sonic branding agencies in the MENA region. A ready reference for planners and buyers, this annual directory details stations' demographics, content, frequency, language, audience numbers and more. It will be accompanied by articles about all things radio and audio. Participation in the Campaign Audio Guide 2025 is the best way to stay top-of-mind among planners. The informative directory will sit on agency desks all year as the go-to reference on regional radio buying. If you are a radio channel that wants to reach out to media agencies and marketing managers, we want to know more about you, and you should reach out to us. The guide would also be a 'state of the nation' report of how Radio is performing and what are its prospects for the year. Industry leaders will be quoted, whilst others will provide in-depth analysis in the form of first-person articles. In addition to the print issue, all listings will be included in Campaign's Online Directory, where each participating radio channel will have its own page. Agencies and brands can search and filter listings based on type and media category, enhancing year-round discoverability. Similarly, you can search for all the Radio Channel listings in the online directory by selecting Radio Channel in Type. Please find below the partnership options: Option 1 – Free Listings: Here's an example of free listings for the Audio/Radio Guide. Reach out to [email protected] to find out how to get listed in the listings. Please note that there would be minimum 8/10 free channel listings on each page. If exclusivity and added exposure are preferred, please find below the add on options: Option 2 – Extended Listings + Annual listing in Campaign Online Directory The extended listing will feature added radio channel such as the listener demographics, flagship programmes, rate cards and business details, further boosting visibility for the brand. Here's what an extended listing will look like in the magazine: 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 listings for each channel/agency: All the above listings in a half page format of the magazine + Annual listing in Campaign Online Directory plus: Leadership panel (pictures and designations of up to 6 top management team) Channel's logo Option 4 – Full Page listing for each channel/agency: Half page Listing for each channel + Half Page Interview + Annual listing in Campaign Online Directory. This option includes the above logo Half Page option plus the lower half page utilised as an Interview with the channels head or a Half Page advert if the interview is not required. Option 5 – Double Page: Half page Listing + Half Page Interview + Full page Advert + Annual listing in Campaign Online Directory. This option will include the above full page option plus a Full Page advert would be offered on the opposite page. Option 6 – Official partner – the annual radio guide 2025: This option includes the above Double page option plus you would be the Sponsor with your logo on the Front Cover of the report as one of the official Partner to this annual directory + you advert would be in a premium Inside Front Cover / Outside Back Cover / Inside Back Cover or First Right Hand side positions. The deadline is 9th June 2025 for providing us the above listing information. Please send all listings information to [email protected] for the above extended listings rates and in case you have any further queries.
