Latest news with #EmmaCampbell
Campaign ME
02-07-2025
- Business
- Campaign ME
Emma Campbell is Chair judge at Campaign's Agency of The Year Middle East awards
Department of Culture and Tourism (DCT) – Abu Dhabi's Emma Campbell, has been named Chair of judges for the 2025 edition of Campaign's Agency of The Year Middle East (AOTYME) awards. With more than 20 years of experience across various sectors, Campbell currently leads sector marketing for Tourism and Culture at the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), where she develops and executes strategic marketing initiatives to promote the emirate's diverse tourism and cultural offerings to global audiences. As Chair judge, Campbell says the true strength of the AOTYME awards lies in its recognition of regional agencies' hard work – backed by business outcomes. 'I think these awards are really important because they cut through all the noise in a busy market and highlight agencies that are genuinely delivering – both creatively and in terms of business results,' she says. 'Plus, winning these awards is a huge motivator for teams – it recognises their hard work and pushes them to keep raising the bar. It's about celebrating the whole package, not just the final campaign,' she adds. What to include in a stand-out entry Leading up to the awards ceremony in December, Campbell will lead the jury panel of top-level marketers in the region. As Chair judge, Campbell says she looks forward to seeing 'the full package' from agency entries this year. 'It's not just about the work itself, but about how agencies are growing financially, meeting strategic goals, and supporting their people along the way,' Campbell explains. 'Agencies that focus on diversity, inclusion, and sustainability also stand out here.' 'Judges want to see clear evidence of financial growth and business success, like revenue increases, profit margins, and market share gains. It's about telling the story with solid data. Culture matters too: low staff turnover, strong employee engagement, and meaningful diversity initiatives are key.' Campbell adds. According to her, the best entries show a 'well-rounded, strategic, and results-driven agency.' 'Innovation should be front and center, with clear examples of how new tech or approaches delivered measurable benefits. And of course, client partnerships need to shine, backed up by satisfaction scores and real testimonials,' she says. To help agencies understand the awards on how to build submissions that fit specifically for the criteria of these awards, Campaign Middle East, in partnership with Haymarket, is hosting its first ever Awards Clinic on 10 July at 1 p.m. GST. The free FAQ webinar will review the entry kit, entry process and judging process for the 2025 awards. A dynamic time for the region's industry The 2025 AOTYME awards come at a pivotal time of change within the industry, where advancements in technology and changing consumer behaviours have led to drastic shifts in how agencies operate. 'What's really exciting is how the region is blending global marketing trends with a unique local flavor,' Campbell says. 'Agencies are combining international best practices with deep regional insights, creating work that really connects with people here. The pace of change is thrilling – new tech, evolving consumer behaviours, and fresh creative approaches are all driving growth.' She also nods to the structural shifts artificial intelligence (AI) brings to agency operations. 'AI is a huge game-changer, helping agencies work smarter and freeing them up to focus on strategy and creativity. I'm proud to see homegrown talent leading the way and building inclusive cultures that attract and retain top people. Overall, it feels like a very dynamic, innovative time to be in marketing here,' she says. Join us for a night of celebrating the best in the region With a comprehensive list of 36 categories covering every facet of advertising and marketing, these awards are your chance to shine within the industry. Enter now for a chance to be recognised as the best in the region. Entries can be made at a discounted rate for the early bird deadline of August 7, 2025. To download the full entry kit, click here. Campaign Middle East will announce the winners at the Agency of The Year Middle East awards ceremony in December. For more information on judges, categories and the awards, click here.
Techday NZ
16-05-2025
- Business
- Techday NZ
BioCatch & The Knoble launch toolkit to bolster scam defences
BioCatch and The Knoble have introduced a new toolkit to help financial institutions build a business case for scam prevention measures. The initiative includes a comprehensive resource package called "Measuring the Impact of Authorised Push Payment Scams: A Practical Framework for Financial Institutions." This package provides tools such as a cost-justification calculator, a practical guide for fraud and risk teams, and a presentation deck to assist executives in securing funding for scam-control strategies. The toolkit is designed to assist banks and other financial institutions in quantifying the true financial impact of scams, enabling them to demonstrate the return on investment for proactive scam prevention controls, as well as highlighting the ethical necessity. Emma Campbell, Director of Program Delivery, said, "Scams are not isolated financial crimes; they are deeply connected to human exploitation. Financial institutions play a critical role in disrupting human crime, and this toolkit gives them the tools to build the business case and take action." The increasing sophistication of scams has made them more than just isolated events. Organised criminal groups are often involved in wider criminal activities, including human trafficking and elder exploitation. This connection has added urgency for financial institutions to adopt more robust anti-scam measures. The toolkit draws upon financial data, global benchmarks, and real-world case studies to show how targeted investment in scam prevention can lead to cost savings, improved customer trust, and a reduction in long-term financial risks. The included cost calculator enables stakeholders to quantify scam-related losses, while the practical guide provides instructions for its use. The presentation deck is intended to support fraud leaders in advocating for funding in discussions with senior management. Seth Ruden, BioCatch Senior Global Advisory Director, commented, "Scammers today aren't only lone-wolf, individual operators. Increasingly, scams originate from industrialised complexes staffed in large part by trafficked peoples. The transnational criminal operations behind these scam camps employ a crime-as-a-service business model and harness GenAI-powered tools to improve both the sophistication and success of their attacks. Financial institutions deserve equally sophisticated scam controls. Delaying a proactive response only guarantees a future built on reactive defences." To support adoption of the business case toolkit, BioCatch and The Knoble will hold a webinar to review the toolkit's features, demonstrate the use of the cost calculator, and discuss key strategic considerations for implementing scam control measures following executive buy-in. The toolkit is available exclusively to members through The Knoble's member resource library. BioCatch applies behavioural analytics to monitor digital interactions with banking platforms, helping distinguish legitimate users from criminals by analysing patterns in device use and behaviour. The company works with clients from major global banks and financial institutions to improve fraud detection. The Knoble is a non-profit organisation established in 2019 that unites professionals from financial institutions, law enforcement, regulators, and NGOs to combat human crime, including scams, trafficking, child exploitation, and elder abuse.
Finextra
15-05-2025
- Business
- Finextra
BioCatch and The Knoble co-launch anti-scam guide and cost calculator
Financial scams are on the rise globally, resulting in billions in financial losses for both financial institutions and the individual consumers they serve. 0 The Knoble, a coalition of financial service professionals, law enforcement, regulators, and non-profit organisations dedicated to combating human crime, and BioCatch, which prevents financial crime by recognising patterns in human behaviour, are pleased to announce the release of a scams control business case: 'Measuring the Impact of Authorised Push Payment Scams: A Practical Framework for Financial Institutions.' This powerful resource package, comprised of a cost-justification calculator, a practical guide, and a strategic presentation, aims to equip financial institutions with the tools they need to build a compelling business case for proactively investing in scam-prevention controls. The initiative was developed with one goal in mind: To help banks articulate not only the ethical imperative of scam control programs but also their return on investment. 'Scams are not isolated financial crimes; they are deeply connected to human exploitation,' said Emma Campbell, Director of Program Delivery. 'Financial institutions play a critical role in disrupting human crime, and this toolkit gives them the tools to build the business case and take action.' Scams have evolved beyond isolated incidents, as organised criminal groups intertwine their scamming operations with human trafficking, elder exploitation, and a variety of other crimes. This comprehensive business case toolkit draws upon financial trends, global benchmarks, and case studies to illustrate how investing in scam prevention can yield substantial cost savings, foster customer trust, and mitigate the potential for long-term financial losses. The cost calculator helps stakeholders quantify the impact of scam losses. The accompanying guide offers clear instructions on using the calculator, while the presentation deck helps fraud leaders advocate for strategic scam control funding across the C-suite. 'Scammers today aren't only lone-wolf, individual operators,' BioCatch Senior Global Advisory Director Seth Ruden said. 'Increasingly, scams originate from industrialised complexes staffed in large part by trafficked peoples. The transnational criminal operations behind these scam camps employ a crime-as-a-service business model and harness GenAI-powered tools to improve both the sophistication and success of their attacks. Financial institutions deserve equally sophisticated scam controls. Delaying a proactive response only guarantees a future built on reactive defences.' To support the rollout of this business case, The Knoble and BioCatch will co-host an exclusive webinar on June 5, 2025, at noon ET: 'Justifying the Investment: The Business Case for Scam Controls.' The session will unpack the contents of the toolkit, walk through the calculator, and highlight key scam control strategies that become possible once buy-in is secured. The full resource package is available exclusively to members through the Knoble Network Member Center Resource Library. Not yet a member? Visit to join and gain access to this and other critical tools.
Campaign ME
09-05-2025
- Entertainment
- Campaign ME
Podcast: DCT Abu Dhabi's Emma Campbell reveals key destination marketing insights
On the latest episode of Campaign Middle East's On The Record podcast, Emma Campbell, Director of Sector Marketing, Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), discusses changing trends within travel marketing and destination marketing; why marketers should move from using AI to understanding how consumers use AI; and the need to move past transactional relationships with agencies to meaningful partnerships that benefit the industry, the UAE and the Middle East region. Campbell begins the discussion sharing key insights from Experience Abu Dhabi's recent Kids Recommended initiative, part of the entity's summer campaign brought to life in partnership with Ogilvy. The research commissioned by Experience Abu Dhabi, the destination brand of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), polled more than 7,000 children aged 5 to 12 – and their parents – from across nine countries, including France, Italy, Germany, China, UK, US, and India, as well as UAE and Saudi Arabia. It revealed that 90 per cent of children worldwide want holiday activities that helps them make new friends; 95 per cent of kids want to try activities they can tell their friends about; and 91 per cent are inspired by what their friends have done. 'I've always said that as a marketer, we have to be the voice of the consumer,' Campbell said. 'And to be that voice, I need to deeply understand who the consumer is. Now, what we see in Abu Dhabi, particularly over the summer season is that families are our audiences. Also, quite often, we've seen that the kids are the ones influencing the decisions. So, we decided that instead of conducting research with parents, let's just do some research with kids; let's hear what the kids want and what's the perfect holiday in the kids mind; let's validate whether our destination is, indeed, perfect for kids.' The campaign included seven-day itineraries, ideated and designed by children and for children, which translated into an experiential film. Children were vocal about how they'd like to spend their holidays, whether that's at water parks, zoos, wildlife safaris, desert discoveries and five-star hotels or time spent enjoying experiences such as kayaking, climbing, trying new food and watching live events such as Formula 1. 'An interesting insight was the importance of human connection. In a world where everyone's nervous about losing their children to screen time, gaming and online worlds, what we actually heard from the mouths of children is that they love to have fun with their family on holiday; they love to make new friends; and they love to come back and talk to their friends about these trips. I thought that was really heart warming,' Campbell added. How destination marketers ought to use AI The conversation also touches upon the need to go beyond marketers 'using AI' for copy, creative and speed-to-market, and move more toward understanding how consumers use AI, so that AI is giving them the correct responses that marketers want them to have. This means going beyond targeting consumers to learning how to 'talk to AI' and 'teach AI' where to pick up credible information from. Campbell said, 'I think marketers have been very focused on how to use AI, and have often lost sight of how their consumers are using AI. For me, that's the really fascinating piece. What we're hearing is that in the travel and tourism industry is that AI is being used by up to 40 per cent of travellers to plan their itineraries.' 'Also, what we're seeing is that while AI is creating these itineraries, they're pulling all this information from the destination websites. So, what we need to take into consideration is that the content we're creating for our website, which has to be authentic and needs human intervention, is not just living on our website but is also showing up in other places. And that's exciting because that's what we want – dissemination of content en masse – so that it is at the fingertips of people planning their trips,' she added. From transactions to partnerships The podcast discussion also delved into the need for the brand and marketing industry to build better partnerships and meaningful relationships that mutually benefit brands as well as the agencies serving them. Campbell, who has worked across multiple markets such as the UK, Australia, Fiji and the UAE, said, 'The principles of working with an agency must stem from a true partnership, and has to be set up as a functional partnership.' When asked what that means or looks like, she responded, 'For us working in destination marketing, we know that the agency working with us doesn't need to only understand the brand, it needs to understand the destination. This means making the effort to really immersing the agency into the product and setting up the agency relationship in a way that truly feels like a partnership.' Taking an example, Campbell added, 'We onboarded Ogilvy as our consumer PR agency 12 months ago, and the relationship has worked really well because they're sitting with us in our offices on a day-to-day basis; they have team members embedded in our task forces; they're with us on every project that we're working on; and they behave as an extension of our team. As such, we treat them with a huge amount of respect and trust to deliver excellent work for us. So, when we work on something like the Kids Recommended initiative – which is quite different from anything we've done before – there's this inherent layer of trust that we can work through it together and make something excellent happen because we understand each other.' For more such insights from a very intriguing conversation, watch the full video above. CREDITS: Guest: Emma Campbell, Director of Sector Marketing, Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) Host: Anup Oommen, Editor, Campaign Middle East Production: Surajit Dutta, Content Production Manager, Motivate Media Group Videography: Mark Mathew, Creative Content Producer, Motivate Media Group Studio: Ahmed Abdelwahab, Studio Manager, Motivate Media Group Editing: John Melencion, Content Producer, Motivate Media Group
Daily Mail
28-04-2025
- Entertainment
- Daily Mail
EXCLUSIVE I used to run to make myself thin. But I finally discovered the joy of jogging in my 40s after my doctor delivered some gut-wrenching news
Writer Emma Campbell espoused the benefits of imperfect running with Mail columnist Bryony Gordon, revealing how embarking on a new fitness journey in middle age carried her through the trauma of receiving a third cancer diagnosis. On the latest episode of The Mail's 'The Life of Bryony' podcast, author Emma Campbell and comedian turned marathon runner Helen Thorne, declared their love of running, crediting the sport for keeping them sane during some of the most trying moments of their lives. Emma said she only discovered the 'magic' of running in her forties having been diagnosed with the disease for a third time, forcing a rethink in her approach to exercise. The 'All That Followed' and 'One Day at a Time' author lives with stage four cancer and is a mother to four teenagers. 'My life-changing running journey only began back in 2019, when I got my third cancer diagnosis ', Emma described. 'Before that, all I'd done is throw myself around, to shrink myself – I would do these punishing runs. 'Helen had just started chemotherapy, and our paths crossed. We met for a coffee, and she recommended we go running together. 'That year, on the physical front, I had a mastectomy, lung surgery and chemotherapy. But 2019 was a transformative year in so many other ways because I discovered running. 'It helped me deal with my body: to be able to look at my body and accept it differently.' The writer emphasised the extent to which she 'fell in love' with running, revealing that she had run a 10k the day before lifesaving lung surgery. 'It's not about thinking of myself as such a hero', Emma told Bryony. 'Running created a mindset in me that helped me get through what was a really challenging year. It turned out to be a brilliant year – it was magic.' Helen Thorne, best known as one part of the anarchic comedy duo Scummy Mummies, concurred with Emma about the transformative effects of running. She has completed six of the seven most famous marathons across the world but only began her long-distance running journey in middle age after finding out her husband had been unfaithful. Helen revealed: 'At the beginning of 2020, I was signed up to do the marathon and then the big lockdown happened in March. 'My marriage then collapsed: I found my husband had been having an affair. My life had blown up. 'I was drinking and smoking quite heavily – it was Olympic standards of self-destruction. I then thought I had to turn my life around. 'So, in 2021, I did my first marathon – I started choosing my health more. I have since done 9 marathons.' The active pair stressed that the value of running is not connected to how fit you are or how far you can go. 'I don't want to talk in cliches, but it's all about why you're doing it', Emma said. 'If it makes you feel better, if it makes you feel more alive, more connected – then that's brilliant. There are so many positives and very few negatives. This chimed with host Bryony Gordon, who has become somewhat of a poster girl on social media for the joys of exercise, regardless of your size. She recently ran the London marathon in her underwear, a statement against a toxic fitness culture that alienates people from exercising. The columnist remarked: 'People say – 'I wish I had the confidence to do that.' I don't. I do it because I don't have confidence. 'I wasted years obsessing over my body. I run in my pants as a big two fingers up to all the expectations that tell me not to.' In the candid spirit of the podcast, Helen gave one piece of unconventional advice to listeners thinking of giving running a go. 'Lubricate your crack, that's one of my top tips', the comedian said. 'Vaseline your arse hole. If you have a hairy bottom, it's just marvelous.' To listen to the full episode, where the pair discuss how to start running as a beginner and how exercise helps in navigating life's challenges, search Life of Bryony, wherever you get your podcasts.
