Latest from Campaign ME
Campaign ME
2 hours ago
- Entertainment
- Campaign ME
PUMA reintroduces Mostro collection with influencer collabs, activation
PUMA Middle East has reintroduced its Mostro sneaker not with nostalgia, but a statement. The brand's latest campaign, Mostroverse, is a cultural manifesto that aims to be less about product and more about people. Inspired by creativity, personal expression and identity, the campaign gives centre stage to a new wave of regional creatives in an effort to redefine what it means to be seen. With social videos directed by Palestinian-Jordanian photographer Omar Sha3, produced by Dubai-based ECHO Agency and creatively conceptualised by M+C Saatchi Group Middle East, the launch was further supported with an in-person activation at Dubai's Mall of the Emirates. 'Drawing from underground and avant-garde culture, the campaign highlights regional creatives who break norms and redefine style on their own terms,' said Zarah Rashid, PR Manager, PUMA GCC. 'The message at its core is simple but powerful: true style comes from fearless self-expression. PUMA wanted to create the 'Mostroverse' where individuality isn't just welcomed, it's celebrated,' she said. View this post on Instagram A post shared by JUNAYNAH EL GUTHMY (@junaynaah) The campaign unfolds across the cityscape of Dubai, with abstract visuals and layered voice overs that pull the audience inside each artist's creative world, to support the Mostro drop. Inspired by underground 'street culture' and a flair for the avant-garde, the social videos feature creators such as Parvané Barret, Karrouhat, Junaynah El Guthmy, Jullz, Huda Shahin and Helena Shahin. Rashid explained that beyond brand awareness and sales uplift, the campaign seeks to build emotional brand equity. 'The campaign aims to spark cultural relevance and boost brand awareness by aligning PUMA with the region's creative vanguard,' she said. 'There's also a longer-term goal of building community and brand loyalty by connecting deeply with creatives who are shaping the region's cultural narrative,' she added. Bringing the concept to life beyond the screens, PUMA is hosting an activation near its store at Dubai's Mall of the Emirates from June 13 to June 26. The immersive brand experience invites consumers to step into the Mostroverse, where they can play a 10-second long game to stand a chance to win a fresh pair of Mostro shoes and other PUMA merchandise. As the campaign rolls out across the region, Rashid tells Campaign Middle East exclusively that a soon to release collaboration with Saudi Arabia's Warcheiff is also in the works. 'Set entirely in Riyadh, from its sleek skyline to the cultural heart of the JAX District, the film is a visual mixtape that captures the daring spirit of movement and creative freedom,' Rashid shared. In terms of results, 'early feedback from social platforms and creative communities were positive,' said Rashid. 'Many praised the campaign's authentic representation of regional talent and its refreshing break from commercial norms.' Rashid also added an unexpected result from the Mostroverse campaign. 'Viewers were particularly drawn to the storytelling format — not just the visuals, but the voices and personal narratives,' she said. Credits: Creative and PR: M+C Saatchi Middle East Production house: ECHO Agency Photographer: Omar Sha3
Campaign ME
2 hours ago
- 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
2 hours ago
- Business
- Campaign ME
Multiply Media Group expands to the UK, partners with Wildstone
Multiply Media Group (MMG) has announced a strategic long-term partnership with the UK's Wildstone, one of the world's largest owners of outdoor media infrastructure with a portfolio of over 5,400 panels. This partnership gives MMG, a subsidiary of the Abu Dhabi-based investment holding company Multiply Group exclusive rights to manage and operate a portfolio of premium digital out-of-home (DOOH) sites in central London. The move marks a significant step in the Group's strategy to create a borderless, tech-enabled media powerhouse. These assets will be commercialised and operated by BackLite Media, a subsidiary of MMG. 'Expanding into the UK marks a pivotal step in MMG's global growth journey,' said Jawad Hassan, Head of Media and Communications Vertical at Multiply Group.' He noted the Wildstone partnership enables the Group's ambition by providing it with immediate scale. 'Positioned as a strategic launchpad into international media markets, London offers the ideal setting for us to deliver meaningful brand experiences across one of the world's most iconic urban landscapes,' Hassan said. The first operational asset taken over is the Wandsworth Roundabout, which was among 13 high-traffic sites acquired by Wildstone from Transport for London (TfL) earlier this year. The site features four large-format digital screens and is situated on one of London's busiest junctions, with bi-weekly impacts of 6.2 million. 'Partnering with Wildstone deepens our presence in a mature, high-impact market and extends Backlite's premium inventory beyond the UAE,' said James Bicknell, Group CEO of Multiply Media Group. 'Through MMG, we are embracing the evolving media landscape that powers dynamic and impactful campaigns – and this collaboration marks an important step in delivering on that promise at a global scale.' Further adding to the conversation, Damian Cox, Global CEO and Founding Partner of Wildstone, said: 'We are excited to partner with MMG as they bring their forward-thinking approach to London's DOOH market.' 'This collaboration reflects our vision to elevate the standards of urban media infrastructure and help deliver more impactful DOOH campaigns for advertisers across London,' Cox added. Multiply Media Group was officially launched in June 2025, uniting three of the UAE's market-leading out-of-home (OOH) companies – BackLite Media, Viola Media and Media 247 – under a single, tech-enabled media house headquartered in the UAE. The launch took place at the World Out of Home Organization (WOO) Annual Congress in Mexico City and was marked by a bold global DOOH takeover that illuminated cities and screens worldwide with MMG's presence. This international move into London marks MMG's first major expansion beyond the Middle East, reflecting Multiply Group's global growth strategy. With a market cap of over $7.2bn, Multiply Group aims to continue to build scale and impact across its verticals through disciplined, future-facing investments. Finally, MMG claims to be actively exploring further market entries in other global cities. This expansion sets the stage for new acquisitions, partnerships, and investments that align with MMG's mandate to reshape the media sector through scale and forward-looking strategies.
Campaign ME
2 hours ago
- Business
- Campaign ME
Precise Communications expands leadership team with key hires
Precise Communications, part of Altruist Technologies, has announced three senior appointments as the agency looks to drive its next phase of growth, navigate new market opportunities and strengthen client partnerships. Ravi Goshalia joins as Director of Sales, bringing more than two decades of experience in strategic alliances across Africa and the Middle East. A seasoned media professional, Goshalia will lead the agency's commercial efforts with a focus on growing the portfolio in an AI-driven marketing environment. 'I am thrilled to take on this role. The marketing industry is on the cusp of change, thanks to the emergence of AI, and I am honoured to lead the expansion of Precise Communications' portfolio through this exciting shift,' he stated. Mark Samuel steps in as Creative Director. An advertising industry veteran known for brand strategy and concept development, Samuel's appointment signals the agency's intention to elevate its creative offering. 'This is going to be a thrilling time for Precise Communications,' he said. 'We look forward to bringing new brand stories to life.' Also joining the leadership team is Prashant Konda, appointed as Vice President. With more than 20 years of experience in business development and a strong background in telecom and eCommerce, Konda will focus on operational excellence and long-term client growth. 'I look forward to taking Precise Communications forward in its journey. My goal will be to drive operational excellence and expand the agency's footprint by aligning client needs with innovative, results-driven solutions,' he said. Commenting on the appointments, Ingersol Jayakumar, Regional CEO of the agency, said: 'Our new members bring an immense wealth of experience that will be invaluable as Precise Communications navigates new market opportunities and strengthens its client partnerships.' Founded in 1995, Precise Communications is a UAE-based digital agency offering services across creative, performance, and enterprise messaging solutions.
Campaign ME
2 hours ago
- Business
- Campaign ME
VML MENA wins multiple awards at Cannes Lions 2025
This year, the prestigious Cannes Lions International Festival of Creativity once again set the stage for some of the most impressive campaigns globally, and VML MENA was no short of that. VML MENA proudly took home 7 awards, spanning across 2 Silver and 5 Bronze alongside an impressive 10 shortlists, reinforcing its position as a leading creative force in the region. Among the winning campaigns, 'The Shaded Route' and 'The Social Feed,' for Hungerstation. In addition to the impactful 'Safe at 3AM' campaign for Dubai Tourism. 'We are incredibly proud of our teams across the MENA region for their achievements at Cannes Lions this year,' said Nassib Boueri, CEO of VML MENA . 'These awards and shortlists are a testament to our unwavering commitment to pushing creative boundaries and delivering impactful results for our clients. We look forward to continuing to set new benchmarks in the industry.' Beyond the wins, VML MENA's secured 10 shortlists, which included standout projects such as 'Test My Dacia' for Dacia, 'Speak My Language' for STC, 'For The Love of Kudu' for Kudu, 'Blind Faith' for Bank Al Etihad, and additional recognition for Hungerstation's 'The Social Feed.' Amidst all the celebrations, Campaign Middle East got a chance to speak with Nassib Boueri, Chief Executive Officer at VML, see his reflections on the week below. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) This strong performance at Cannes Lions 2025 highlights VML MENA's commitment to creating impactful campaigns that connect with audiences worldwide and deliver significant outcomes for its clients.
