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Campaign ME
16-07-2025
- Entertainment
- Campaign ME
What's On UAE – flydubai In-Flight Entertainment (IFE)
AGENCY BIO Language: English Media rep: Motivate Media Group Phone number: +971 50 160 0301 Genre: Native Content featuring Attractions, Activities, Dining & Entertainment. Reach: Worldwide What's On UAE is a dedicated native content channel available on flydubai's In-Flight Entertainment (IFE) platform, offering travelers curated insights into the best of the UAE. The channel is designed to inform and inspire passengers as they explore or transit through Dubai. With access to a captivated, affluent, and international audience, What's On UAE provides a valuable platform for brands and businesses to promote their offerings directly to travelers. The channel presents an affordable and effective advertising opportunity within a premium travel environment.
Gulf Business
03-07-2025
- Business
- Gulf Business
Gulf Business Awards 2025: Celebrating businesses across the region
Attendees at the Gulf Business Awards 2024- File photo The Gulf Business Awards, the region's premier platform for recognising excellence and innovation across industries, is back. Scheduled for September 24, 2025, in Dubai, this prestigious event will once again honour the companies and individuals shaping the Gulf's economic and business landscape. For nominations, click For more information, click Now in its 13th year, the Gulf Business Awards continues to celebrate innovation, resilience, leadership, and impact across sectors ranging from banking and real estate to healthcare, technology, and tourism. File photo Honoring the best and brightest in business The 2025 edition promises an evening of recognition, inspiration, and high-profile networking. Industry leaders, entrepreneurs, and executives from across the Gulf Cooperation Council (GCC) region are expected to attend the gala ceremony, where the region's top performers will be recognised for their contributions to economic growth, technological innovation, and leadership. 'This event is more than just a ceremony — it's a celebration of the extraordinary efforts that drive the Gulf's vibrant business ecosystem,' said Ian Fairservice, Managing Partner and Group Editor-in-Chief of Motivate Media Group, the event's organizer. A platform for regional recognition Each year, the Gulf Business Awards shines a spotlight on achievements across both the public and private sectors, offering a rare platform for industry-wide recognition. Whether it's a startup disrupting traditional models or a conglomerate expanding regional influence, the awards represent a comprehensive celebration of business excellence. Winners are selected by an independent panel of judges composed of regional experts, industry veterans, and editorial leadership from Gulf Business . The judging process ensures fairness, transparency, and acknowledgment of real merit. A look back at 2024's milestone event Last year's edition, held on September 24, 2024, at The Ritz-Carlton, Dubai International Financial Centre (DIFC), was attended by more than 300 prominent business leaders, policymakers, and entrepreneurs. The night celebrated outstanding achievements from companies and individuals across key sectors of the economy. The 2024 ceremony also marked a special moment for Motivate Media Group, as it celebrated its 45th anniversary. Among the evening's highlights was the presentation of the Lifetime Achievement Award to Mishal Kanoo, chairman of The Kanoo Group. Recognised for his enduring contributions to the region's commercial and philanthropic landscapes, Kanoo has long been regarded as a pioneering force in the Gulf's business landscape. File photo 2024 winners: A legacy of excellence From innovative startups to established market leaders, the 2024 winners reflected the diversity and strength of the Gulf's economy. Awardees included: EFG Hermes ONE – Online Trading Company of the Year ADCB – Banking Company of the Year AIX Investment Group – Finance Advisory Company of the Year valU – Payment Solutions Company of the Year Amali Island by Amali Properties – Lifestyle Project of the Year TORINO by ORO24 Developments – Best Project Delivery of the Year fäm Properties – Real Estate Agency of the Year Sobha Realty – Developer of the Year Samana Barari Views – Project of the Year PRYPCO – Proptech Company of the Year Saudi Red Sea Authority – Tourism Company of the Year Millennium Hotels and Resorts – Hospitality Company of the Year Alshaya Group – Retail Company of the Year Emirates – Transport and Logistics Company of the Year Mediclinic Middle East – Healthcare Company of the Year GE Vernova – Energy Company of the Year stc Bahrain – Telecom Infrastructure Innovation LEAP 2024 – Technology Event of the Year These recognitions were decided by a distinguished panel that included Gareth van Zyl, Group Editor of Gulf Business ; Helen Barrett, Deputy Chair of the British Business Group Dubai; Robin Joffe, Managing Director of Frost & Sullivan MEASA; and Mahmoud Bartawi, serial entrepreneur and founder. Categories for the 2025 edition The upcoming 2025 Gulf Business Awards will again feature a robust list of categories designed to reflect the evolving regional landscape. This year's classifications include: Overall awards Lifetime Achievement Company of the Year Business Leader of the Year Company awards Banking Company of the Year Real Estate Company of the Year Tourism and Hospitality Company of the Year Retail Company of the Year Transport Company of the Year Healthcare Company of the Year Energy Company of the Year Technology Company of the Year Investment Company of the Year Logistics Company of the Year Leader awards Banking Leader of the Year Real Estate Leader of the Year Tourism & Hospitality Leader of the Year Retail Leader of the Year Transport Leader of the Year Healthcare Leader of the Year Energy Leader of the Year Technology Leader of the Year Investment Leader of the Year Logistics Leader of the Year Editor's choice awards Artificial Intelligence Innovator of the Year Blockchain Innovator of the Year SME of the Year Education Institution of the Year MICE Business of the Year These categories reflect the Gulf's forward-looking, innovation-driven economy and will help honor those pioneering new paths in both traditional and emerging industries. Why should you attend the event? For entrepreneurs, executives, and decision-makers, the Gulf Business Awards offers much more than recognition. The event is a rare opportunity to network with industry peers, share insights, and build connections with regional influencers. It also serves as an excellent platform for businesses seeking to boost their credibility and brand exposure across the GCC. With a legacy of over a decade, the Gulf Business Awards continues to play a vital role in fostering a culture of excellence and resilience among Gulf enterprises. As the region undergoes rapid transformation, events like these ensure that innovation and leadership remain at the forefront of business conversations. Mark your calendar The Gulf Business Awards 2025 will be held in Dubai on September 24. Nominations are open across all categories, and companies and individuals interested in being part of this prestigious recognition are encouraged to apply early. For more information and a full list of categories, visit the Nomination payment options To submit a nomination, all participants must register online. Fees apply per company or individual, per category, and vary depending on the number of nominations submitted: 1–4 categories: Dhs735 per category ($200) 5–9 categories: Dhs643 per category (minimum of 5 nominations required) ($175) 10+ categories: Dhs550 per category (minimum of 10 nominations required) ($150) Each registration includes online entry processing and digital collateral Please note: These fees also apply to all Leader category nominations. Click on the Judges This esteemed panel of judges brings extensive expertise across media, business, technology, and innovation. With decades of leadership experience and significant regional influence, I an F airservice ( Managing Partner and Group Editor-in-Chief, Motivate Media Group ) Ian Fairservice founded Motivate in 1979 with the launch of What's On , the UAE's first independent magazine. With a diverse portfolio of award-winning publications—including Gulf Business , Emirates Woman , and Identity —Motivate's consumer and trade brands reach over 2.5 million users per month. The group's Books division, established in 1986, has published more than 300 titles. In addition to books and magazines, Motivate produces content across video, digital media, exhibitions and events, social media, influencer marketing, out-of-home media, talent management, training, and cinema. M ishal Kanoo ( Chairman, The Kanoo Group ) Mishal Kanoo is Chairman of The Kanoo Group, one of the Gulf region's largest and oldest family-owned conglomerates. Operating across multiple sectors, the group is widely recognized for its longstanding contribution to the region's economic development. A respected business leader and futurist, Mr. Kanoo is known for his strategic foresight and economic commentary. He holds leadership roles in several companies, including Gulf Capital, KHK & Partners, Dalma Capital, Crane Industrial Services, Akzo Nobel UAE Paints, and KAAF Investments. In 2024, he received Gulf Business ' Lifetime Achievement Award in recognition of his regional impact. Kanoo began his career within the family business before gaining experience as an auditor at Arthur Andersen in Dubai. He holds two MBAs—one in finance from the University of St. Thomas, Texas, and another from the American University of Sharjah. Beyond business, he is a published writer in regional media and business journals, and a motivational speaker passionate about mentoring others. He upholds the Kanoo family's legacy of excellence, integrity, and philanthropy. Jawad Jalal Abbassi ( Head of Middle East and North Africa (MENA), GSMA ) Jawad Jalal Abbassi is Head of the MENA region at the GSMA, overseeing activities across 25 countries. He leads the GSMA's regional advocacy and strategic programs—focusing on 5G, IoT, AI, and digital identity—working with mobile operators, regulators, and policymakers to promote sustainable mobile broadband investment. Jawad's team collaborates with GSMA's global offices, engaging stakeholders to advance the mobile sector's role in economic development. He is a frequent speaker at regional technology and communications forums. He joined the GSMA in 2015 after founding the Arab Advisors Group in 2001, a leading research and consulting firm later partially acquired by the Arab Jordan Investment Bank. Previously, he worked as a telecoms and tech analyst with the Yankee Group and the Economist Intelligence Unit in Boston. Jawad holds a BSc in engineering from the American University in Cairo and an MSc in information systems from the London School of Economics. He has also completed executive programs at Harvard Business School and Harvard Kennedy School. Dr Marwan Al Zarouni ( CEO of Artificial Intelligence, Dubai Department of Economy and Tourism (DET) ) Dr Marwan Al Zarouni is CEO of Artificial Intelligence at Dubai's Department of Economy and Tourism (DET), leading the emirate's AI agenda under the 'Universal Blueprint for Artificial Intelligence'. He is also CEO of the Dubai Blockchain Center (DBCC), placing him at the forefront of regional tech strategy. With more than 20 years of experience in technology, digital forensics, cybersecurity, and AI, Dr Al Zarouni works closely with public and private sector stakeholders to shape forward-looking AI and blockchain policies that improve quality of life and visitor experience in Dubai. His leadership at DBCC has accelerated blockchain adoption in the UAE. He is a founding member of both the Dubai Electronic Security Center (DESC) and the Artificial Intelligence Ethical Committee (AIEC), helping guide the ethical use of emerging technologies. In 2022, CoinTelegraph named him among the top 100 influential figures in blockchain and crypto. He also served on the World Economic Forum's Global Future Council on Cryptocurrencies from 2020 to 2021. GARETH VAN ZYL ( Group Editor, Gulf Business ) Gareth van Zyl is Group Editor of Gulf Business , bringing over 15 years of experience reporting on technology and business in the UAE and South Africa. He has held senior editorial roles, including bureau chief for News24's business section, roles at ITWeb (Africa's largest IT publisher), and deputy editor at Earlier in his career, Gareth lived and worked in Dubai from 2008 to 2012, contributing to Windows Middle East magazine, 7DAYS newspaper, and The National . For further information and assistance, please contact: Manish Chopra: Mario Saaiby: Hitesh Kumar: Or call T +971 4 427 3000 and ask to be connected to the Gulf Business Team.
Campaign ME
26-06-2025
- Business
- Campaign ME
Campaign MENA Mixer at Cannes
Campaign Middle East hosted more than 50 marketers and industry leaders at its first ever Cannes MENA Mixer at the 72nd Cannes Lions International Festival of Creativity this June. Powered by Motivate Media Group and hosted in partnership with The Vantage and Hearst Global Solutions at the Campaign House at the Hilton Canopy, the casual get-together gave industry leaders a chance to come together and connect during the busy Cannes week. When: 18/06/2025 5:00 PM Where: The Lounge Retreat, Campaign House at Canopy by Hilton Cannes (location link) For sponsorship opportunities and for event tickets details, please email Tarun Gangwani at [email protected] or call 052 1466150
Campaign ME
20-06-2025
- Business
- Campaign ME
Cannes Lions 2025: Skills, strategic thinking and take a second to slow down
The final two days at the Cannes Lions International Festival of Creativity witnessed a strategic shift from conversations on stages to partnerships being formed and policies being shaped in closed-room discussions. Motivate Media Group, Athar Festival and Campaign Middle East hosted breakfast gatherings in partnership with the UK Advertising Association and TRACCS, as well as an in-depth round table discussion with key leaders in Saudi Arabia and the UK. Discussions at the round table revolved around the need for creative effectiveness; the need to tell the right stories well; the need for critical thinking; the need to develop a deeper understanding of local and regional contexts in the Middle East; and the need for leaders to take steps to develop a skilled workforce. Explaining how the Cannes Lions landscape has evolved over the years, Kiran Jay Haslam, Chief Marketing Officer, Diriyah Company told Campaign Middle East, 'There have been a lot of discussions around technology and the role that it will play within marketing moving forward, but very few answers because it's almost impossible to accurately predict what the future holds. The gut instinct that most people have is that these are tumultuous times and the credibility of the industry and creatives is being questioned.' 'That said, the quality of the work and the conversations that are going on about the projects in the Kingdom of Saudi Arabia are very exciting; there have been a lot of very interested attendees. We've seen people looking to come to the Middle East, especially Saudi Arabia, to explore, find out more, and see how they can be part of the journey that the Kingdom is on.' Fahd Hamidaddin, Board Member and Founding CEO, Saudi Tourism Authority also delivered a stellar keynote to a packed room at the Forum in The Rotonde, delving into the dynamic transformation taking place within the tourism landscape in the Kingdom. He called for marketers in the Middle East to build brand affinity by developing a deeper understanding of hyper-local consumers, connecting with communities, focusing on collective precision, finding their true voice, and realising the soul of the region's individuals rather than just seeing them as 'segments'. Hamidaddin also called for marketers to take a moment to 'pause and reflect' on current challenges such as inadequate attribution, complex optimisation, irrelevant data and daunting scale before diving into idealistic and futuristic conversations around the untapped potential of artificial intelligence (AI). In an exclusive conversation with Campaign Middle East, Hamidaddin said, 'We should pause to make sure we filter what's hype, what's noise, and stay true to the fundamentals. The fundamentals won't change. What is changing is consumer behaviour and that's what we need to stay very close to while leveraging AI and technology to really develop a deeper understanding of consumer behaviour.' He concluded, 'With the hype comes a global movement of speed and, conversely, an anti-movement of slow. So, I would say slow down, stay strategic, think big, stick to the fundamentals and pursue the 2080 ROI instead of the immediate results.' Meanwhile MENA agencies continue to make the region proud, adding a few more trophies to the cabinet on Day 4. Stay tuned for a separate round-up of all the winners following the announcement on Day 5. As of Day 4 at Cannes Lions, the MENA region has surpassed its tally of 22 trophies in 2024 to claim 25 trophies at Cannes Lions 2025. Of these, UAE agencies have won 13 trophies so far led by FP7 McCann Dubai (1 Gold, 1 Silver, 4 Bronze); VML Dubai (1 Silver, 3 Bronze), Impact BBDO (1 Gold, 1 Silver), LEO Dubai (1 Bronze). Meanwhile, Jordan picking up its first-ever trophy in Cannes Lions' 72-year history sharing the spoils with Impact BBDO on its Silver Lion. Representing Saudi Arabia at Cannes Lions, agencies from the Kingdom have won 12 trophies, led by BigTime Creative Shop (2 Golds, 1 Silver, 3 Bronze); SRMG Labs (1 Gold, 2 Silver), and VML Riyadh (1 Silver, 2 Bronze). The MENA wins in each of the following categories include: AUDIO AND RADIO 1 GOLD LION, 1 SILVER LION Campaign title: The Second Release Agency: SRMG Labs, Riyadh Client: Billboard Arabia, Riyadh BRAND EXPERIENCE & ACTIVATION 1 SILVER LION Campaign title: Recipe for Change Agency: FP7 McCann Dubai Client: Arla Foods 1 BRONZE LION Campaign title: The Social Feed Agency: VML Dubai Client: Hungerstation CREATIVE B2B 1 BRONZE LION Campaign title: Recipe for Change Agency: FP7 McCann Dubai Client: Arla Foods CREATIVE COMMERCE 1 SILVER LION Campaign title: The Social Feed Agency: VML Dubai Client: Hungerstation CREATIVE DATA 1 BRONZE LION Campaign title: The Social Feed Agency: VML Dubai Client: Hungerstation CREATIVE STRATEGY 1 GOLD LION Campaign title: The New President Agency: Impact BBDO, Dubai Client: Annahar Newspaper DESIGN 1 SILVER LION Campaign title: Sounds of the Land Agency: SRMG Labs, Riyadh Client: Billboard Arabia, Riyadh DIGITAL CRAFT 1 SILVER LION Campaign title: The Shaded Route Agency: VML Riyadh Client: Hungerstation Campaign title: Agency: Client: Hungerstation 1 BRONZE LION Campaign title: Read Better Agency: FP7 McCann, Dubai / McCANN, Bristol Client: Waterstones DIRECT 1 BRONZE LION Campaign title: Safe at 3AM Agency: VML Dubai Client: Dubai Tourism ENTERTAINMENT FOR SPORT 1 GOLD LION, 1 SILVER LION Campaign title: The 4th Judge Agency: BigTime Creative Shop, Riyadh Client: The Ring Campaign title: Agency: Client: The Ring 1 GOLD LION Campaign title: Obsession Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season FILM CRAFT 1 BRONZE LION Campaign title: Obsession Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season FILM CRAFT 1 BRONZE LION Campaign title: Everything or Nothing Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season 1 BRONZE LION Campaign title: Obsession Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season HEALTH AND WELLNESS 1 BRONZE LION Campaign title: The Shaded Route Agency: VML Riyadh Client: Hungerstation OUTDOOR 1 BRONZE LION Campaign title: The Shaded Route Agency: VML Riyadh Client: Hungerstation 1 BRONZE LION Campaign title: Not For First Dates Agency: FP7 McCann Dubai Client: McDonald's PUBLIC RELATIONS 1 BRONZE LION Campaign title: Sponsored Balls Agency: FP7 McCann Dubai Client: Testicular Cancer Society PRINT AND PUBLISHING 1 SILVER LION Campaign title: NOTES ON NOTES Agency: Impact BBDO, Dubai / AdPro& Jordan Client: Capital Bank 1 BRONZE LION Campaign title: THE GREAT INDIAN DUNK Agency: LEO Dubai Client: NBA India SUSTAINABLE DEVELOPMENT GOALS 1 GOLD LION Campaign title: Recipe for Change Agency: FP7 McCann Dubai Client: Arla Foods Tune into Campaign Middle East's social media channels to stay updated on the latest of what's happening at The Palais, the Rotonde, The Carlton Hotel and stay tuned for exciting events at the Campaign House Hilton Canopy.
Campaign ME
30-05-2025
- 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.
