Latest news with #AnupOommen
Campaign ME
13 hours ago
- Business
- Campaign ME
UK Advertising at Cannes Lions: Bridging markets, building creativity
At Cannes Lions this year, 'storytelling' was everywhere. But as Kiran Jay Haslam, CMO, Diriyah Company, wisely pointed out, 'If you don't have something worthy of sharing, you don't have a story.' It's a reminder that words alone don't move markets. Ideas with impact do. That shift from buzzwords to real-world challenges set the tone for our roundtable at Cannes Lions hosted by UK Advertising and Athar Festival. Leaders from both the UK and Saudi Arabian advertising industries came together to discuss the theme 'Redefining Creative Effectiveness for a Growing Market'. Yet, as so often happens when a conversation hits the right note, the discussion evolved into something deeper: an honest appraisal of where our industries stand and where we need to go together. Saudi Arabia's advertising sector is undergoing an intentional transformation, driven by Vision 2030, boosted by strategic investments and a digitally native population. This is fuelling a new generation of creatives shaping a globally recognised industry, with Saudi agencies making their mark internationally, including 12 Lions at Cannes this year. When the moderator, Campaign Middle East's Anup Oommen, asked how the group defines true effectiveness, the consensus was that creative effectiveness means the tangible impact creative work delivers against clear objectives such as driving growth or strengthening brand equity. However, the question also led the group to explore ambition and the challenges this poses for both markets. Talent was a key theme, not in terms of creativity or enthusiasm, which Saudi has in abundance, but in strengthening critical thinking skills to consistently deliver world-class work. Ian Fairservice, Chairman of Athar Festival, and Managing Partner and Group Editor-in-Chief, Motivate Media Group, underscored the importance of direct access to global mentors, opportunities and capability-building for both markets, keeping in mind today's cross-cultural creative economy. It was noted that critical thinking is a particular strength of the UK sector, highlighting an opportunity for collaboration to help develop this capability further in Saudi Arabia. The challenge lies less in potential and more in building the right support systems to help that potential thrive. This is where UK–Saudi collaboration can be transformative. Yet, as Mohamed Al Ayed, Vice Chairman, Athar Festival, and CEO, TRACCS, pointed out, moving beyond 'knowledge transfer' to a model of shared learning is crucial. That linguistic shift signals mutual respect, cultural exchange, and sustainable partnership. As Jason Foo, CEO, BBD Perfect Storm, put it during the discussion, 'Saudi's ambition and creative energy are undeniable. The UK brings experience navigating global markets and building brands. The best partnerships are where ideas flow both ways.' Jane Asscher, CEO, 23red and VP, frog UK, part of Capgemini Invent, added, 'We've spent years refining how we pitch and collaborate with clients, but that's not a one-way export, it's something we can open up, share, and learn from our colleagues in the Middle East too.' As the UK and Saudi markets grow, sustaining creative excellence requires ongoing collaboration and dedication. This year, UK Advertising returns to Saudi Arabia as a partner of the Athar Festival, bringing more than 20 senior UK leaders. This reflects a strategic commitment, not just a delegation visit, to deepen partnerships, foster shared learning, empower emerging talent, and support the Kingdom's vision for a world class creative economy. We look forward to unveiling initiatives that showcase creativity's measurable impact both culturally and commercially. From my perspective as International Director for UK Advertising, this partnership offers a unique opportunity to bridge talent and knowledge between our markets. Our focus is on building long-term capability and confidence on both sides, ensuring creatives and marketers have the platforms and mentorship needed to thrive. This positions UK Advertising not only as a global creative hub but as a committed partner in the Kingdom's journey toward creative excellence. Creativity's return on investment is clear. Beyond elevating brands, it is essential for attracting and retaining top talent. In a competitive global market, investing in creativity shows ambition and a commitment to innovation and sustainable growth. It builds cultures where talent thrives, brands connect meaningfully with audiences, and industries evolve resiliently. The roundtable ended not with answers, but with alignment. Across both markets, there is a shared belief that creativity is most powerful when it is inclusive and forward-thinking, driving real business and cultural impact. Looking ahead to the Athar Festival, I'm optimistic about what we can build: not just stories, but stories that matter. By Aisling Conlon, International Trade Director for UK Advertising, Advertising Association
Campaign ME
12-06-2025
- Business
- Campaign ME
Campaign to host awards clinic for Agency of The Year Middle East 2025
On Thursday, July 10, Campaign Middle East, will host a private-access awards clinic to help brands and agencies within the region sharpen their submissions for the upcoming Agency of The Year Middle 2025 awards. The free-of-cost session will offer practical advice on crafting winning entries, choosing the right categories, and avoiding common pitfalls. Campaign's Agency of The Year awards differ from others in the industry as they aim to highlight best business practices, celebrating performance, culture, innovation and diversity. This clinic will include a breakdown of each category and insights into the entry process. 'To answer a question that we get asked quite often, let's clarify: Campaign Middle East's Agency of the Year awards is not about campaigns or about creative effectiveness,' said Anup Oommen, Editor, Campaign Middle East. 'These awards evaluate agencies' business success, brand and business outcomes, financial performance and growth, workplace culture, and commitment to industry values such as diversity and inclusion.' Attendees can also expect top tips from jury members on what they're looking for as they score submissions. 'If your agency has set its sights on one of our coveted trophies, its not good enough to merely 'be the best' or 'believe you are the best'; you will also need to make the case for it well to a jury of client-side marketers,' Oommen added. This year, the Agency of The Year Middle East awards includes six new categories: Branding Agency of the Year Holding Company of the Year In-House Agency of the Year CSR Initiative of the Year Head of Agency Head of Network The awards clinic will explain in detail the clear objectives and tangible results submissions must include in a 20-minute long interactive webinar. This will include a Q&A session that offers an open forum to have specific queries addressed. To confirm your attendance, sign up for the awards clinic here.
Campaign ME
10-06-2025
- Entertainment
- Campaign ME
The Gerety Awards: BigTime Creative Shop shortlisted; MullenLowe MENA claims MEA Agency of the Year
The Gerety Awards 2025 – known for bringing together an all-female jury of respected leaders to reward creative excellence in advertising and communications from a women's perspective – has revealed its global shortlist along with the Agency of the Year and Production Company of the Year by country titles. Big Time Creative Shop has made the cut for its campaigns: Everything or Nothing for Saudi Arabia's General Entertainment Authority; Call of the Kings and Obsession for Riyadh Season; and 4th Judge for The Ring. In addition to being awarded the MEA Agency of the Year Award, MullenLowe MENA has also made the shortlist across several categories for its campaigns: Don't Look Down for FIXBY and The Art Of Stains for OMO (Dirt is Good). Mounir Harfouche, CEO of MullenLowe MENA, said, 'Winning Agency of the Year at the Gerety Awards is not just an honor – it's a reflection of the kind of work we believe in. Work that resonates beyond the brief, challenges conventions, and creates real value. This recognition, judged through a powerful female lens, reminds us why we do what we do – to create ideas that matter.' The Gerety Awards judging process Judging sessions were held around the world, with international Executive Juries that comprise of female agency leaders and brand leaders, who determine a shortlist of finalists. This shortlist is then submitted to a Grand Jury of creative experts for a final evaluation. The votes of the International Grand Jury will determine the Grand Prix, Gold, Silver and Bronze winners of the competition. Entries are judged on the originality of the creative ideas and the quality of their executions. Through this week, The Gerety Awards is also hosting jury insight panels live from the UK, USA, Brazil, Canada, France, Australia, South East Asia, Romania, LATAM, Spain, South Africa, MEA and Colombia. Campaign Middle East hosted the MEA edition of the jury insights panel, with Editor Anup Oommen moderating a discussion with four leaders, representing a larger jury for Middle East and Africa, at the Gerety Awards 2025, including: Dina Jreissati , Group Executive Director – Marketing & Communications, Modon Holding, UAE , Group Executive Director – Marketing & Communications, Aakriti Goel , Head of Strategy & Insights, Leo Burnett MEA (Middle East & Africa), UAE, LEO MEA , Head of Strategy & Insights, Nour Deeb , Creative Director, FP7 McCann, UAE , Creative Director, Sara Eid, Regional Creative Director, Serviceplan, Saudi Arabia Watch the full conversation with The Gerety Awards MEA Jury Insights panel here. The Gerety Awards 2025 shortlist highlights Germany, USA, UK and France are the countries with the most work selected among the finalists. VML is the most shortlisted network. Kazakhstan, Paraguay and Croatia get into the shortlist for the first time at The Gerety Awards . . Art Direction sees the most shortlisted entries into the Craft Cut with works including Unwrap The Summer, Connecting Europe and In Hot Water. The most shortlisted campaign is Dancing Washers for Whirlpool by VML México. The Grand jury will now choose the final winners which will be announced Tuesday, September 2. It will include Bronze, Silver, Gold, and Grand Prix, along with the overall Network and Agency of the year winners.
Campaign ME
15-05-2025
- Business
- Campaign ME
Campaign to host senior marketers at Marketing Strategies 2025 briefing
Tickets are now on sale for the Campaign Breakfast Briefing: Marketing Strategies 2025 on Thursday, May 29, at Grand Plaza Movenpick, Media City, Dubai at 8 a.m. With a morning packed with the latest from senior agency and brand marketers on the seismic shifts reshaping brand strategies across the Middle East, the event promises top learnings from the industry. Hear from top brand marketers at Porsche Middle East, Hilton, Colgate and more on critically important subject matters such as navigating the region's fragmented media landscape, balancing creative ambition, business objectives, and community-driven demand for relevance and incorporating new technologies to better understand consumer segments. Your tickets to the Campaign Breakfast Briefing: Marketing Strategies 2025 also includes high-quality networking and insight-sharing – with unlimited coffee and a breakfast spread generous enough to justify the event's name. Join us to sharpen your strategy, spark new conversations, and step confidently into marketing's next chapter. Don't miss out on the last event from Campaign for this quarter, and get your tickets now. Check out the following for a brief overview of the event agenda: 8:00am: Registration & Breakfast 9:00am: Welcome Address by Nadeem Quraishi, Publishing Director, Campaign Middle East 9:05am: Chair's Opening Remarks by Anup Oommen, Editor, Campaign Middle East 9:15am: Keynote presentation: Marketing's great reset: How 2025 will redefine consumer loyalty forever This keynote explores how loyalty is being reshaped by values, community, and new definitions of trust. How can brands build lasting relationships in a time of constant change? What will loyalty even look like in five years? Expect bold ideas, real-world examples and a new blueprint for marketers who want to stay ahead — and stay chosen. 9:30am: Panel 1: Investments and insights: What are marketers prioritising in the Middle East – and how agencies must respond? This panel will explore how brands and agencies can invest into the right insights and tools to create culturally resonant and impactful marketing strategies, setting new standards for success in the region. 10:00am: Panel 2: Fragmented media landscape: A boon or a bane for marketing in the Middle East? This panel will view both sides of the coin and dissect the viewpoints of respected stakeholders within the media and marketing market. 10:30am: Panel 3: Balancing creative ambition, business objectives, and community-driven demand for relevance This panel will explore the delicate balance between creative ambition, strategic business objectives, and the critical demand for cultural authenticity, offering insights into how brands can successfully navigate this complex landscape. 11:00am: Closing comments by Anup Oommen, Editor, Campaign Middle East 11:05am: Networking session
Campaign ME
30-04-2025
- Business
- Campaign ME
Campaign Breakfast Briefing: Marketing Strategies 2025
The rules of engagement are changing. At the Campaign Breakfast Briefing: Marketing Strategies 2025, we'll unpack the seismic shifts reshaping brand strategies across the Middle East — from smarter investments and deeper human insights, to AI-enhanced personalisation and culturally resonant storytelling. Through a series of panels, industry leaders will tackle marketing's most pressing questions: how to harmonise creative ambition with business goals and community expectations; how to build loyalty in an era of algorithmic influence and audience fatigue; and how to make sense of a media landscape that's never been more fragmented. We'll explore what it really takes to create standout campaigns that do more than win awards — they win hearts, minds, and long-term value. Join us to sharpen your strategy, spark new conversations, and step confidently into marketing's next chapter. Click on the button below to register your interest now! See you at the event! When: 29/05/2025 8:00 AM Where: Grand Plaza Movenpick, Media City (location map) THE AGENDA 8:00am: Registration & Breakfast 9:00am: Welcome Address by Nadeem Quraishi, Publishing Director, Campaign Middle East 9:05am: Chair's Opening Remarks by Anup Oommen, Editor, Campaign Middle East 9:15am: Keynote presentation: Marketing's great reset: How 2025 will redefine consumer loyalty forever Consumer loyalty is shifting fast — and 2025 will be a tipping point. In an age of endless choice, algorithmic influence and economic uncertainty, old rules no longer apply. This keynote explores how loyalty is being reshaped by values, community, and new definitions of trust. How can brands build lasting relationships in a time of constant change? What will loyalty even look like in five years? Expect bold ideas, real-world examples and a new blueprint for marketers who want to stay ahead — and stay chosen. 9:30am: Panel 1: Investments and insights: What are marketers prioritising in the Middle East – and how agencies must respond? As the Middle East evolves into a dynamic hub for innovation and consumer engagement, top brands are re-evaluating their marketing investment priorities, emphasising advanced data analytics, AI-driven personalisation and culturally resonant storytelling. Agencies must evolve, employing cutting-edge technologies and deep market insights to align with these shifts. This panel will explore how brands and agencies can invest into the right insights and tools to create culturally resonant and impactful marketing strategies, setting new standards for success in the region. 10:00am: Panel 2: Pitch and the project: Balancing creative ambition, business objectives, and community-driven demand for relevance In an era where creativity must intertwine seamlessly with business goals and cultural relevance, the challenge for brands in the Middle East is clear: how to craft pitches and projects that not only inspire but also drive tangible results and resonate deeply with diverse communities. This panel will explore the delicate balance between creative ambition, strategic business objectives, and the critical demand for cultural authenticity, offering insights into how brands can successfully navigate this complex landscape. 10:30am: Panel 3: Fragmented media landscape: A boon or a bane for marketing in the Middle East? The media landscape is growing increasingly fragmented. While some marketers say that we have moved from sledgehammers to surgical instruments within media that offer precision in targeting, timing and tasteful messaging, others say that the varied choice and the abundance of media formats, channels and platforms is causing constant headaches for media planners. This panel will view both sides of the coin and dissect the viewpoints of respected stakeholders within the media and marketing market. 11:00am: Closing comments by Anup Oommen, Editor, Campaign Middle East 11:05am: Networking session For sponsorship opportunities and for event tickets details, please email Tarun Gangwani at [email protected] or call 052 1466150
