Campaign's latest issue celebrates rising brand talent and the future of marketing
This year's selection highlights individuals driving innovation and delivering results for both global and regional brands. From FMCG to automotive and tech to government, the list acknowledges and reflects a new generation of marketers that will shape the future of the brand.
Seasoned marketer also have their share of the spotlight in this issue with brand focus, where they share their approach to talent and transformation. Bayut's Sahar Khan discusses how supporting high-performing team members helped shift category behaviours, while Hyundai and Genesis UAE's Wassim Derbi outlines how marketers can stay ahead in a fast-moving landscape.
Future of media and marketing: from data strategy to AI storytelling
The issue also offers insight into how brands are navigating the shift toward intelligent, integrated media, as part of its future of media and marketing coverage. Samsung MENA's Omar Saheb makes the case for rethinking visibility in an AI-powered world, while Property Finder's Sevgi Gur highlights the importance of human-centric strategy and leadership values.
HAVAS Red's Palak Mehta discusses how AI is giving PR a more strategic, creative role, while contributors from AiOO, Fusion5, and KINESSO share practical perspectives on emerging technologies, data strategy, and the importance of cultural intelligence.
In line with the overarching theme, the June issue cover story brings together brand and agency leaders to discuss how the evolution of search and media measurement is shaping marketing strategy.
With inputs from The Trade Desk's Terry Kane, Google's Najeeb Jarrar, OMD's Terry Mo, Keyade Middle East's Laura Gleadhill, Expo City Dubai's Sholto Douglas-Home, UM MENAT's James Dutton and others, the piece explores the intersection of AI, automation and human decision-making.
Audio and radio at the centre
As part of its annual Audio and Radio Guide, the issue offers a snapshot of the region's audio landscape from insights to listings.
From MBC Media Solutions' Fouad Debouk on radio's role in digital-first storytelling to Channel 4's Ravi Muni and Mohammad Jundi unveiling the UAE's first AI radio host, the guide reflects a medium is in the middle of a transformation.
Team Red Dot's Aseem Bhandari explores podcast trends, while Luca Allam highlights the overlooked potential of podcasts in the media mix. The section also includes a regional directory of radio networks, sonic branding studios and streaming platforms.
Other features: DOOH expansion, influencer AI and data monetisation
The issue also covers the newly announced partnership between Saudi Signs Media and Rotana Signs, unlocking over 2,600 digital screens across the Riyadh Metro network – a major boost for digital out-of-home in the Kingdom. Annalect UAE's Dr Hoda Daou analyses the growing interest in data monetisation, while Jennifer Fischer of Publicis Groupe ME presents a strong case for unlocking AI potential across agency teams.
A special feature by Campaign reporter Hiba Faisal asks whether AI-powered influencers are reshaping brand engagement, with perspectives from leaders at Arabian Automobiles, Petromin Corporation, TBWA\RAAD, We Are Social, and Cicero & Bernay.
The issue also recaps highlights from Campaign's recent Breakfast Briefing: Marketing Strategies 2025, including conversations around the evolving role of audio, AI and audience segmentation.
Read more in the full issue below or click here.
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Campaign ME
17 hours ago
- Campaign ME
Do AI influencers resonate?
Forget everything you thought you knew about influencers. Turns out, brands are leaning into ones that don't drink matcha, go on sponsored retreats, and don't even exist – at least not in the traditional sense. In today's digital-first landscape, some of the most compelling brand voices aren't human at all. They're virtual, coded brand ambassadors. Welcome to the age of the AI influencer – where storytelling is more nuanced and a glitch might just be what it takes for humans to find the 'humanity' in AI. After Campaign Middle East's On the Record video podcast welcomed AI influencers to its studio, one thing became clear: these digital darlings aren't just passing fads or virtual novelties. To better understand how AI influencers are rewriting the rules of engagement, storytelling and brand loyalty, we asked regional marketers and agency leaders: What makes an AI personality resonate with audiences in an authentic way? Do they serve a purpose beyond mere short-term campaign tools? The authenticity dilemma Over the past year, one of the many buzzwords that has echoed across the industry is authenticity. To achieve authenticity, brands have attempted to push past polished perfection and build meaningful connections with communities. But the authenticity dilemma arises when a solution that's intrinsically 'inauthentic' resonates authentically with audiences. Tony Kayouka, Head of Social and Content, TBWA\RAAD, explains, 'Let's get this out of the way: AI influencers aren't authentic, and they don't need to be. The best ones don't pretend to be real. They're believable because they're designed with intent. That's what today's audiences respond to; not another hyper-polished avatar, but a personality that's flawed, specific and sometimes even contradictory.' Building on the 'imperfect by design' narrative, Nizar Malaeb, Marketing Director, Arabian Automobiles Company (AAC), says, 'With AI influencers becoming a fixture across social platforms, audiences, especially Gen Z or younger millennials, expect more than polished avatars and curated feeds. They want honesty and a sense of connection from any online voice, whether human or not.' What then does it mean to be 'authentic'? Mousa Nimer, Account Director at Cicero & Bernay, says, 'Authenticity isn't about being human as much as it is about being believable.' Kayouka adds, 'It's not about tricking people into thinking it's human. It's about making the character compelling enough that they care anyway.' As a result, several brands have embraced imperfection in the pursuit of what is relatable to their hyper-local audiences in the region. Explaining how this imperfection is achieved, Malaeb says, 'Human writers and community managers must shape each AI persona to sound natural, adding pauses, slang and even small mistakes that echo real speech.' Nimer adds, 'A little quirk here, an intentional flaw there … it's like digital botox with just the right amount of asymmetry. Consumers don't want avatars that look like they live in an airbrushed alternate reality. They want voice, nuance and, yes, maybe even a glitch or two. That's where marketing meets meaning.' Kayouka says, 'Great AI personas lean into bias, hesitation, irony: all the things that give them texture. Authenticity doesn't come from looking real. It comes from being written well. In this space, taste matters more than tech. And story beats symmetry every time.' However, for brands to build true credibility, they also need to be transparent about the artificial nature of AI influencers – and own that narrative. Hussein M. Dajani, Group Chief Marketing and Customer Centricity Officer, Petromin Corporation, says, 'Brands are implementing radical transparency by clearly disclosing AI origins while developing virtual personalities that engage meaningfully with local communities around social causes and cultural interests.' Malaeb adds, 'Instagram and TikTok now offer 'AI-generated' labels. Followers know exactly what they're seeing. Brands that are straightforward, tend to earn more trust and engagement. Companies can answer the authenticity challenge by being upfront about what's real and what's not.' The critical piece here is that although the AI influencers are artificial, the values they communicate and the way they are curated are so human driven that they come across as authentic 'avatars' of brands. Akanksha Goel, Founder and CEO – Middle East, Socialize /We Are Social adds, 'It's never just AI – it's always AI and human. The best outputs don't come from tools; they come from teams with taste. As creative leaders, our job is to shape, not just scale. AI lets us build faster, but it's human insight, intuition and cultural intelligence that make it believable, even memorable.' Malaeb explains, 'Virtual ambassadors work as part of a larger brand story, shaped by ethical guidelines and managed by real people. This mix of transparency and genuine human input makes AI influencers credible, even when everyone knows they're artificial.' Do AI influencer have a beating heart? Apart from authenticity and transparency, leaders also say that to truly connect with core audiences, brand ambassadors such as AI influencers need to be culturally relevant. As Kayouka puts it, 'What matters isn't realism; it's resonance. Audiences can spot hollow content in seconds, and in that landscape AI influencers have more to offer than synthetic faces. Ultimately, it's not just about realism; it's about cultural relevance and storytelling that resonates.' In a world where real-life influencers and content creators still strive for perfection in the framing of their photographs, in the aesthetics of the setting, in the lighting and the 'vibe' of their social feeds, AI influencers have a harsh reality to share. Dajani says, 'Rather than pursuing flawless digital personas, brands are investing in AI influencers that demonstrate genuine understanding of regional lifestyle preferences, using local dialects and showcasing authentic cultural experiences. This approach addresses consumer demand for relatable brand ambassadors while maintaining the innovative appeal of AI technology.' However, this requires an understanding of culture, habits and local routines. When brands use this approach, they're helping people see their own lives reflected at them. That's how lasting connections form,' says Malaeb. If done right, AI influencers have the power to transcend traditional marketing approaches by evoking emotions and creating connections, thus transforming data-led insights into compelling human narratives. Humanising data-driven insights AI influencers are also bridging the gap between data and creativity. Cultural intelligence derived by analysing first-party data is translated into empathetic narratives … and that's where AI influencers come in. Nimer says, 'AI can crunch numbers, but it can also tell stories if we let it. The magic isn't in mimicking humans; it's in giving data a heartbeat, digitally speaking. AI influencers can translate raw insights into narratives that can make us feel something.' Dajani adds, 'By starting with decision-focused narratives rather than data points and building structured stories that connect numbers to human experiences, AI influencers can humanise complex information while fostering community engagement around authentically resonant messaging that avoids superficial trend-chasing.' 'Data is a starting point, not the story itself,' Malaeb says. 'For example, if research shows parents care about car safety, the message shouldn't stop at listing features. Instead, content should show real-life moments – like the rush of a school drop-off or the quiet of a late-night drive home. When these details feel true to life, audiences pay attention.' This is where human intelligence in the driving seat with AI influencers riding shotgun really matters. Nimer says, 'My take is: We should use AI not to replace the human voice, but to amplify it strategically, empathetically and creatively. The humanising aspect isn't necessarily about whether it sounds real; it's about saying the right things.' He adds, 'When crafted with purpose, AI influencers deliver that 'wait, did an AI just say that?' charm. But here's the kicker: they still need us. Marketers are the ones feeding the AI with the right context, strategy and storytelling DNA. We're not stepping aside for machines; we're teaching them how to speak brand fluently.' Goel agrees saying, 'AI can create more space for human creativity – if we let it. The opportunity isn't to replace the human touch, but to reimagine how we express it at scale. Culture now moves at the speed of social, and for brands that want to shape it, AI is the hack: a way to translate data into creative expression that travels – across markets, time zones and cultural lines.' From a campaign tool to a differentiated brand assets To date, AI influencers have been viewed as effective campaign tools, but leaders say that it's time to view them as more than just 'disposable characters'. Kayouka comments, 'Most brands still treat AI influencers like novelty acts built for headlines, not memory. But the smart ones treat them like intellectual property (IP): distinct voice, narrative stretch and a role within the brand's cultural system. That kind of presence doesn't run on autopilot. It takes upkeep: scripting, styling, evolving tone and responding to context.' Leaders agree that the 'smarter' companies are using AI influencers as flexible voices that evolve alongside their agile businesses. Malaeb says, 'Instead of fading them out after a single launch, they become part of everyday communication – adjusting content and tone as needed and always staying true to the brand's core identity.' This approach, leaders agree, is especially valuable in sectors such as automotive or technology where education and ongoing conversation matter. Dajani adds, 'Forward-thinking brands are repositioning AI influencers from tactical campaign tools to strategic brand assets that deliver sustained competitive advantage. Unlike human influencers, AI brand ambassadors maintain consistent messaging, never experience scandals, and can operate across multiple markets simultaneously.' Malaeb adds, 'With a long-term role, AI influencers help keep messaging clear and consistent, even as products or markets evolve. When brands invest in this way, the AI persona becomes part of their foundation, helping them stand out and stay relevant in crowded digital spaces.' The bottom line? In the hands of skilled marketers, AI influencers are becoming more than tools. They're turning into long-term brand ambassadors with cultural fluency, emotional intelligence and brand-building power. 'The win? A character that doesn't age, burn out or go off-script. It's one that adapts to platform shifts, speaks with consistency and carries meaning across time. In a feed full of forgettable faces, an AI persona with point of view isn't just efficient, it's unmistakable,' says Kayouka. Leaders reach a consensus that success lies not in the realism or the perfection of AI, but in transparency, resonance, the cultural sharpness of its expression and how the humanity of creatives shines through the AI influencers that they are bringing to life.
Campaign ME
a day ago
- Campaign ME
Campaign's Brand Faces to Watch 2025 – Hussein Najadat, PR & Communication Specialist, Dubizzle Group MENA
Campaign's Brand Faces to Watch 2025 – Hussein Najadat, PR & Communication Specialist, Dubizzle Group MENA Campaign's Brand Faces to Watch 2025 – Hussein Najadat, PR & Communication Specialist, Dubizzle Group MENA Age: 29 Nominated by Noor Nabulsi, Head of Public Relations and Strategic Partnerships: Hussein is a strategic thinker with a natural talent for storytelling and media engagement. He brings clarity, creativity, and precision to every project. I've seen firsthand how his work consistently elevates brand presence and earns stakeholder trust. Career highlights Hussein Najadat is a PR & Communications Specialist at Bayut & dubizzle with over five years of experience across the public and private sectors in the MENA region. He has led strategic media relations, content development, and high-impact campaigns for top brands across various industries. Hussein holds a BA in Public Relations from Yarmouk University and is known for his strong editorial skills and deep knowledge of the regional media landscape. Guiding principles Hussein leads with clarity, creativity, and intention. He believes great communication starts with purpose, and he consistently delivers results by aligning brand messages with impact. His collaborative spirit and eye for detail set him apart in every campaign. Side hustle Hussein's side hustle is mentoring young professionals in PR and communications. He shares insights on media strategy, Arabic content writing, and navigating the industry to help the next generation build confidence and succeed. Go back to main article: Campaign's Brand Faces to Watch 2025
Campaign ME
2 days ago
- Campaign ME
Campaign's latest issue celebrates rising brand talent and the future of marketing
Campaign Middle East's June issue places the spotlight on the region's most promising young brand-side professionals, with its annual Brand Faces to Watch feature. The special list recognises marketing, communications, digital and social media professionals aged 30 and under who have been recognised by their managers and departments heads for their contribution to their brands. This year's selection highlights individuals driving innovation and delivering results for both global and regional brands. From FMCG to automotive and tech to government, the list acknowledges and reflects a new generation of marketers that will shape the future of the brand. Seasoned marketer also have their share of the spotlight in this issue with brand focus, where they share their approach to talent and transformation. Bayut's Sahar Khan discusses how supporting high-performing team members helped shift category behaviours, while Hyundai and Genesis UAE's Wassim Derbi outlines how marketers can stay ahead in a fast-moving landscape. Future of media and marketing: from data strategy to AI storytelling The issue also offers insight into how brands are navigating the shift toward intelligent, integrated media, as part of its future of media and marketing coverage. Samsung MENA's Omar Saheb makes the case for rethinking visibility in an AI-powered world, while Property Finder's Sevgi Gur highlights the importance of human-centric strategy and leadership values. HAVAS Red's Palak Mehta discusses how AI is giving PR a more strategic, creative role, while contributors from AiOO, Fusion5, and KINESSO share practical perspectives on emerging technologies, data strategy, and the importance of cultural intelligence. In line with the overarching theme, the June issue cover story brings together brand and agency leaders to discuss how the evolution of search and media measurement is shaping marketing strategy. With inputs from The Trade Desk's Terry Kane, Google's Najeeb Jarrar, OMD's Terry Mo, Keyade Middle East's Laura Gleadhill, Expo City Dubai's Sholto Douglas-Home, UM MENAT's James Dutton and others, the piece explores the intersection of AI, automation and human decision-making. Audio and radio at the centre As part of its annual Audio and Radio Guide, the issue offers a snapshot of the region's audio landscape from insights to listings. From MBC Media Solutions' Fouad Debouk on radio's role in digital-first storytelling to Channel 4's Ravi Muni and Mohammad Jundi unveiling the UAE's first AI radio host, the guide reflects a medium is in the middle of a transformation. Team Red Dot's Aseem Bhandari explores podcast trends, while Luca Allam highlights the overlooked potential of podcasts in the media mix. The section also includes a regional directory of radio networks, sonic branding studios and streaming platforms. Other features: DOOH expansion, influencer AI and data monetisation The issue also covers the newly announced partnership between Saudi Signs Media and Rotana Signs, unlocking over 2,600 digital screens across the Riyadh Metro network – a major boost for digital out-of-home in the Kingdom. Annalect UAE's Dr Hoda Daou analyses the growing interest in data monetisation, while Jennifer Fischer of Publicis Groupe ME presents a strong case for unlocking AI potential across agency teams. A special feature by Campaign reporter Hiba Faisal asks whether AI-powered influencers are reshaping brand engagement, with perspectives from leaders at Arabian Automobiles, Petromin Corporation, TBWA\RAAD, We Are Social, and Cicero & Bernay. The issue also recaps highlights from Campaign's recent Breakfast Briefing: Marketing Strategies 2025, including conversations around the evolving role of audio, AI and audience segmentation. Read more in the full issue below or click here.
