Brand Tracker

Welcome to the automated Brand Tracker diaries.

UAE and Saudi Arabia

What happens when the shopping trip never ends?

Brand: Tabby

Campaign: 2026 Ultimate MENA Shopper report

Source: https://campaignme.com/what-happens-when-the-shopping-trip-never-ends/

Goal: Explore the changing dynamics of shopping behavior in the MENA region

Claim: Shopping is becoming a series of micro-decisions embedded in everyday digital behavior.

Media: Digital channels, social media

Summary: The article discusses how shopping behavior in the UAE and Saudi Arabia is evolving into a series of micro-decisions influenced by digital interactions, AI, and social media. Tabby's survey reveals that consumer journeys are increasingly fragmented, with a significant portion of product discovery occurring online, even if purchases happen in physical stores.

Saudi Arabia

Kings League MENA names Wael Al-Fayez as MD

Brand: Kings League MENA

Campaign: Split 1 Season Expansion

Source: https://campaignme.com/kings-league-mena-names-wael-al-fayez-as-md/

Goal: Expand the league to 10 teams and enhance the football experience

Media: MBC Action, Shahid, Kick, YouTube, TikTok

Summary: Kings League MENA has appointed Wael Al-Fayez as managing director as it prepares for the expanded Split 1 season, aiming to enhance football's connection with young fans in the Middle East and North Africa. The competition, featuring 10 teams, will run from September 18 to October 30, with broadcast and live streaming options available.

Football MENA region sports management