Campaign Middle East

JunkSet PR & Publicity, a UAE-based entertainment-focused PR and creative agency, has been appointed agency of record following a competitive pitch process led by Freedom Music Middle East. As part of the mandate, JunkSet will manage Freedom Music Iraq’s social media presence and content production, overseeing strategy, always-on content and platform growth across key digital channels. The remit will be delivered in partnership with The Gold Pound- ليرة ذهب, a specialist music marketing agency, which joins the account as a strategic partner consulting on creative direction, cultural insight and music-led storytelling, ensuring Freedom Music’s content remains authentic, culturally grounded and rooted to the region’s musical landscape. Find out more here: https://lnkd.in/dXQfUX4k

Liwa Content.Driven's Shantesh S Row explains why creativity does not demand that everything become serious, or that everything become escapist. It asks for something more precise: awareness. "Because the instinct to pause – to wait for clarity, for stability, for a return to normal – is understandable, but historically unreliable. The work that endures is rarely made in perfect conditions. It is made in the middle of things. With partial understanding. With doubt. With the awareness that the ground may still be shifting. And yet, it is made. Not because the times demand brilliance. But because they demand presence," says Row. Read the full article here: https://lnkd.in/dQXd3Bm7

The Alliance of Independent Agencies Middle East has officially launched in the region as a membership‑based professional body representing and advocating for the region’s independent marketing, communications and advertising agencies. Beyond advocacy, The Alliance Middle East will focus on talent development, capability building, industry standards, research, events and collaboration between agencies, clients, media partners and tech innovators. Find out more here: https://lnkd.in/dTEb_A2Y Nick Walsh | Clive Mishon | Emily Foreman إميلي | Elisabeth Anne | Mike Khouri | Dan Taylor | Lisa Welsh | Roy Aftimos

Justlife, a UAE-based homegrown super-app for at-home services, has revealed details about the strategy and rollout of its latest campaign, which turns a brand promise into real-world support, saying ‘There’s No Place Like Home’. The Justlife campaign shared a reminder that in moments of uncertainty, brands don’t need to say more; they need to do more. And sometimes, that simply means showing up when it matters most. Find out more here: https://lnkd.in/dqzqkRCh Rupa Antony | Ruder Finn Atteline | Baris Kocdur

Danube Home's Rashmikant Dhanrajellu discusses the need for brands to position themselves and connect with consumers, buyers and key stakeholders on a human level through empathy, clear and resilient communication. "Empathy is felt only when it is understood. That requires honesty, transparency and alignment across all touchpoint’s in-store conversations, digital interactions and community outreach. Inconsistent messaging undermines the trust you are trying to build; consistent messaging amplifies it," says Dhanrajellu. https://lnkd.in/dZibHCE5

“Brands today are navigating a digital ecosystem that is more complex, faster moving, and more consequential than anything traditional tracking was built for. BrandIQ is our answer to that,” said Himanshu Vashishtha, Founder and Global CEO, SixthFactor Consulting. “The AI models powering this solution handle the complexity and scale. The structured analytical framework and correlation modelling applied on top of that make it research-grade. And human judgment ensures the intelligence is real,” said Faisal Khan, Managing Director, TheSixth.AI. Read more: https://lnkd.in/dppsr-q8

“This initiative is about helping founders and teams bring clarity to their message and confidence to how they show up in the market,” said Anastasiya Bardunova, Founder and Managing Director of Makers PR. Read more: https://lnkd.in/dMxkmuxr

EXCLUSIVE INSIGHTS: Dubai Media دﺑﻲ ﻟﻠﺈﻋﻼم, in partnership with Livewire, has launched an in-depth report on gaming, highlighting it as a multilingual, multi-device and multi-dimensional space where brand opportunity meets belonging. The study was conducted between August and September 2025 in the form of online quantitative surveys with 601 people including Gen Z, millennials and Gen X in the UAE, of whom 12 per cent were Emiratis. It reveals very interesting insights about how marketers resonate with customers long after the game ends, and how gaming can enable consumers to choose brands they want within their safe space. Read all about it here: https://lnkd.in/dbn9Supx

A recent report released by global gaming marketing company Livewire, in partnership with Dubai Media دﺑﻲ ﻟﻠﺈﻋﻼم, reveals that there are approximately 7.5 million gamers in the UAE, of whom more than 30 per cent are female. The report highlights that 12 per cent of gamers in the UAE are Emirati, while expat employees and students make up the remaining 88 per cent of gamers in the country. Find out more about the launch of this exclusive report on the link below with top insights from: ✅ Mohamed Almulla, CEO, Dubai Media دﺑﻲ ﻟﻠﺈﻋﻼم ✅ Steve Smith, Executive Director – Commercial Media & Ventures, Dubai Media دﺑﻲ ﻟﻠﺈﻋﻼم ✅ David Duffield, GM, EMEA of Livewire ✅ Amiral Farid, Director — Commercial Media, Dubai Media دﺑﻲ ﻟﻠﺈﻋﻼم https://lnkd.in/dx5QW-Ti

Primark has revealed details about the strategy and rollout of its integrated marketing campaign to launch its first and flagship store in Dubai at The Dubai Mall and its second store in the emirate at City Centre Mirdif in partnership with Alshaya Group. Primark activated a full omni-channel approach, including billboards, branded taxis, a branded convoy, in-mall ads, high‑visibility media, fashion‑driven publishers, influencer collaborations, social media, digital and more. This resulted in more than 35,000 visitors exploring the store and more than 400,000 units sold on the opening weekend alone! Read more about the campaign and watch the videos here: https://lnkd.in/dsmQyYqe