Latest news with #GroupMMENA
Campaign ME
3 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
28-04-2025
- Business
- Campaign ME
Climaty.AI launches all-media carbon intelligence and agentic AI platform
A new carbon intelligence platform, has launched in Dubai with a promise to embed climate accountability into the heart of advertising. The solution is designed to deliver sustainability metrics and optimisation tools across TV, OOH, print, radio, and digital in one seamless platform. It aims to help brands track, reduce, and offset the environmental impact of their entire media mix – not just digital. Ravi Rao joins to lead the sustainability-focused agentic AI startup's expansion regionaly and globally as Managing Partner. With more than 35 years of media and marketing leadership across India, South Asia and the Middle East, including as the former CEO of GroupM MENA and Mindshare MENA, Rao brings deep expertise in driving growth and transformation for global brands. 'At we believe performance and responsibility aren't at odds—they belong together,' Rao said. 'Marketers and agencies today are looking for tools that empower better decisions – not just greener ones, but smarter ones.' Advertising is a significant contributor to global emissions. According to a single campaign can generate up to 70 tonnes of carbon dioxide – the equivalent of 45 million plastic straws. Yet most current carbon calculators are limited in scope and siloed in approach. aims to change that. Rao claims that until now, carbon tracking in advertising has been limited to digital formats, often handled by standalone calculators or post-campaign audits. 'For too long, we've measured campaigns by reach and ROI alone,' he said. aims to change that by integrating carbon measurement into the core of media planning and execution, offering: • Real-time visibility into campaign-level emissions across all media channels. • Actionable reduction strategies through programmatic and infrastructure optimisation. • Automated offsetting options integrated into existing workflows. • Agentic AI to enhance creative, targeting, and media performance. 'With we're bringing in a critical third dimension: carbon accountability. What makes this platform stand out is that it doesn't stop at measurement — it integrates emissions tracking, offsetting, and performance-enhancing AI directly into the campaign workflow,' explained Rao. On top of this sits Agentic AI ecosystem — four intelligent agents that assist media teams with creative optimisation, audience modeling, predictive insights, and ROI measurement. These aren't just analytics tools — they're built to accelerate campaign effectiveness while reducing climate impact. 'We're not here to reduce your efforts. We're here to support you – making your strategy and execution faster, sharper and cleaner,' said Rao. Built with marketers in mind, Programmatic+ infrastructure aims to help reduce emissions during campaign execution — by eliminating redundant partner calls, optimising delivery paths, and improving working media efficiency. Already piloting with global clients, aims to support brands across markets with a shared goal: to future-proof media performance in a world of rising climate accountability and regulatory pressure.
Campaign ME
04-03-2025
- Business
- Campaign ME
The investment in human connection: AI-powered Ramadan advertising
Ramadan is a time for connection and reflection, and in today's world where consumers are overwhelmed by ad-influx, AI is an indispensable tool in enhancing the human experience. According to TGM research, 71 per cent of consumers prefer personalised advertising that align with their needs and interests. By analysing vast datasets, one can identify individual preferences to resonate deeply and meaningfully during the Holy Month of Ramadan. The key is to leverage AI and technology not as a replacement for human connection, but to amplify it. AI empowers us to deliver precisely that: truly personalised messages. What does this look like? Personalised storytelling: to help craft compelling narratives that resonate with individual values and aspirations. This allows brands to connect with audiences on an emotional level, fostering a sense of shared experience during Ramadan. Creating moments of meaning: to identify key moments and micro-moments during Ramadan where brands can offer valuable support or assistance. This might involve providing timely reminders, helpful tips or exclusive content that enhances the experience. Facilitating meaningful interactions: to build AI-powered chatbots and virtual assistants that provide personalised customer service ensuring a seamless and positive experience for consumers. Personalised product recommendations: to explore purchase history and browsing behaviour to suggest relevant products for iftar meals, Eid gifts or charitable donations. Inventory management and supply chain optimisation: to predict demand fluctuations and optimise logistics to prevent stockouts and ensure timely delivery of goods. Connecting moments to connected TV: to deliver personalised ads to households based on specific wants, needs and purchase intent. Also, suggesting relevant Ramadan-themed content, and analysing viewing data and performance metrics to optimise ad spend and maximise reach and engagement. Building community and connection: that helps brands foster a sense of community by connecting individuals with shared interests and values. This can be achieved through targeted social media campaigns, interactive online experiences or personalised recommendations. Amplifying acts of generosity: The Holy Month is a time for giving, and AI can assist brands facilitate charitable initiatives and connect consumers with causes they care about. This might involve personalised donation platforms, interactive fundraising campaigns, or AI-powered matching programmes. AI and new tech are not just about delivering targeted ads; they are also about creating a more human and connected experience which becomes even more essential during Ramadan. By leveraging AI in a thoughtful and strategic way, brands can build stronger relationships with their audiences and contribute positively to the spirit of this beautiful occasion. By Patricia Abi Fadel, Head of Investments, GroupM MENA.
