Campaign Middle East

10/10/2025

VIDEO PODCAST: On the latest episode of Campaign Middle East’s On The Record podcast, Dani Richa, Chairman and CEO, IMPACT BBDO International; Elda Choucair, CEO, Omnicom Media Group (MENA); and Reda Raad, Group CEO, TBWA \ RAAD discuss craft, culture, courage, curiosity and creative originality.

Dani Richa, Elda Choucair and Reda Raad discuss the importance of taking risks, being curious and disruptive, leaning into human wisdom and original creativity in the age of AI, learning to ask the right questions, and more.

Watch the full podcast episode here:

Dani Richa, Elda Choucair and Reda Raad discuss the risks, being curious and disruptive, and leaning into wisdom and original creativity.

10/10/2025

CONCLUSION OF A ROUND TABLE ON DEI: Cue the music, and let them dance.

Key leaders across brands and agencies discuss the profitability – and the cost – of diversity, equity and inclusion, calling for a collaborative approach to creating the right culture, addressing unconscious bias, and enabling conscious inclusion.

Dubai Lynx, in partnership with Campaign Middle East, held a round table discussion with key leaders across brands and agencies in the Middle East region, including:

👏 Ines Cases, Partnership and Coordination Specialist, UN Women
👏 Priya Sarma, Corporate Affairs and Sustainability Head, Unilever
👏 Catherine Bannister, Chief Strategy Officer, TBWA \ RAAD
👏 Nesrine Chami, Head of Global Brands Portfolio, PepsiCo – MENAPAK & South Africa
👏 Andrej Arsenijevic, Executive Creative Director, Commonwealth//McCann and MCN | East Communications Network Sustainability Ambassador
👏 Mazouz Melkheir, Head of CSR/Diversity and Inclusion, Etihad
👏 Tatiana Campos Rocha, Former Head of CSR, Louis Vuitton
👏 Mona Hassanie, Head of Strategy, VML UAE
👏 Prerna Mehra, Executive Creative Director, MullenLowe MENA
👏 Kyra Mathews, Associate Creative Director
👏 Vidya Manmohan, Founder & Creative Chairwoman, V4good
👏 Carlos Nadal, Managing Director, Havas Creative Network UAE

Read the full article here:

Leaders across brands and agencies discuss the profitability – and the cost – of DEI, calling for the right culture and conscious inclusion.

10/10/2025

Tanishq has unveiled a beautiful, and emotionally heartwarming ‘India Wali Diwali’ campaign, resonating strongly with the global Indian diaspore and deepening its connection with individuals and communities around the world.

The hero video is definitely worth a watch on the link below.

In the UAE and Qatar, Tanishq leaned into short films, static visuals, influencer partnerships, and social-first formats, bringing its campaign to life across OOH, digital, radio, influencer marketing and performance marketing.

In the UAE and Qatar, Tanishq leaned into short films, static visuals, influencer partnerships, and social-first formats.

10/10/2025

Talabat has launched its latest comprehensive 360-degree campaign across the UAE and Bahrain, to elevate talabat pro from a functional subscription into a lifestyle product that delivers meaningful everyday value.

The rollout included out-of-home advertising across high-traffic areas, radio placements that brought humour and storytelling into listeners’ daily routines, and digital paid media to maintain strong visibility.

The campaign also came to life on social media, where the story of ‘Tarek’ unfolded in real time with engaging, shareable content, and through influencer collaborations that amplified the message in a culturally relevant way. CRM and in-app communications allowed for tailored engagement with different audience segments, celebrating existing subscribers while showcasing the full value of talabat pro to a broader audience.

Watch the video and find out more about the campaign here:

The talabat campaign in the UAE and Bahrain was rolled out across OOH, radio placements, digital paid media, and social media.

10/10/2025

WORLD MENTAL HEALTH DAY: Parisima Talent CEO Tiago Costa says that we need to save the word “toxic” for situations that truly warrant it, and work towards workplaces that should be safe, fair, and respectful – and if they’re not, call them out, clearly and loudly.

"It’s time to move beyond vague, emotionally charged labels and embrace more precise, constructive language when voicing workplace concerns," Costa says.

Read the full article here:

Parisima's Tiago Costa says that we need to save the word “toxic” for situations that truly warrant it, and enable safe and fair workplaces.

10/10/2025

Campaign Middle East’s MENA Power List 2025 brings together the industry’s most powerful people – the people steering creativity, media and marketing across the region. Here are all the leaders who made it to The MENA Power List 2025:

The MENA Power List 2025 brings together the most powerful people from across the creative and marketing landscape in the Middle East region.

10/10/2025

We asked regional experts: Have advancements in production and post-production tech, and the dawn of generative AI led to unreasonably tight budgets and deadlines? Here's what they had to say: https://campaignme.com/has-new-production-tech-and-gen-ai-made-budgets-and-deadlines-tight/

Contributors include:

Lisa King, Co-Founder, Tales & Heads

Mohammad Irfan Dar, Founder & CEO, Red Stone Films

Léa Cremesty, Business Partner, Kurve Studios

Rayan Ahmed, Director of Action Studios and Social Media, Action Global Communications

Drona Antony, Head of Production, Amber Communications

Mohamed Hesham, Head of Production & Creative Services, Horizon FCB MENA - Dubai

Shweta Sandeep, Executive Producer, Liwa Content.Driven

Dany Azzi, Regional Executive Creative Director, AGA ADK Advertising & Marketing

Chamath Samarasinghe, Production Lead, Eye Studio

Buraq Basam, Production Director, Netizency

Some say advanced production tech has improved workflows without affecting budgets, others say it's come at the cost of craft and realism.

10/10/2025

The boundaries between cinema, television, events, and digital platforms are dissolving, writes World Edge's Makram Fata. Read more:

The boundaries between cinema, television, events, and digital platforms are dissolving, leading to a new golden era, says Makram Fata.

10/10/2025

Spotify has released the first Saudi Arabia edition of its Loud & Clear report, offering new insight into how the Kingdom’s music ecosystem is growing – and what that means for brands seeking to understand local audiences.

Saudi artists generated 13m SAR in royalties as global discovery surges, according to the Spotify Loud & Clear report.

10/10/2025

“The only weight we want people to lift on 10th October, is the weight off their mind,” said Rory McEntee, CMO at GymNation.

Read more about with the link below.

GymNation removes all the weights from selected locations and offers the public 'mental fitness' classes in collaboration with Sage Clinics.

10/10/2025

Meet moderator Tarek Miknas, CEO, FP7 McCann MENAT at the Campaign Saudi Briefing 2025: Media & Marketing on Thursday, October 16.

‼️Tickets are selling out fast‼️ Get yours here: https://bit.ly/cbbmm25-tickets

Tarek has built an impressive career in advertising, shaped by decades of leadership and industry expertise. Starting his professional journey at McCann Erickson inNew York as anArtDirector, he honed his creative and strategic skills alongside some of the industry ’s top talent. Appointed CEO of FP7McCann Middle East &North Africa in 2010, Tarek has since led the agency to success.

At the event, he will navigate discussions on how brands in Saudi Arabia are fuelling national pride, engaging youth mindsets, and redefining loyalty, all within the framework of Vision 2030 and Saudi’s transformation economy.

Find out more: https://bit.ly/cbbmm25-eventinfo

10/10/2025

Meet moderator Wajahat Osmani, Regional Head – Tailwind EMEA, a TDG company, at the Campaign Saudi Briefing 2025: Media & Marketing returns on Thursday, October 16, bringing top learnings from some of the industry's finest.

‼️Tickets are selling out fast‼️ Get yours here: https://bit.ly/cbbmm25-tickets

At Tailwind EMEA, Wajahat leads the growth of a diverse marketing technology portfolio that includes global leaders such as Integral Ad Science (IAS), Innovid, GWI, Citrus Ad, and Microsoft. With over a decade of experience spanning marketing technology, digital transformation, and business development,

At the event, he will navigate discussions on how brands in the region can stay vigilant and maintain control amid this evolving media complexity, balancing innovation and authenticity while ensuring that their campaigns resonate with local audiences and remain impactful.

Find out more: https://bit.ly/cbbmm25-eventinfo