How do Middle East CMOs balance daily demands with brand-building and innovation?

To evaluate how leading Chief Marketing Officers (CMOs) in the Middle East balance their day-to-day demands with strategic brand building and innovation, The Marketing Society in partnership with global advertising technology company The Trade Desk has released a new report.

The report titled ‘Leading the Innovation Conversation: How To Be a Pioneering Changemaker’ explores the evolving priorities and collective perspectives on marketing innovation, highlighting a fundamental shift in how marketing is defined, and how the role of the CMO is no longer limited to creativity alone.

The report features insights from Her Excellency Nouf Mohamed Al-Boushelaibi, former Executive Director of Strategic Marketing and Communications at Abu Dhabi Department of Culture and Tourism; Charles Awad, Chief Brand Officer at Majid Al Futtaim – Holding; Steve Chantry, Chief Growth Officer of West and East Emerging Markets at Kraft Heinz; George Paige, Global Head of Brand at Etihad Airways; and Aimee Peters, Regional Head of Brand, Partnerships and B2B Marketing at HSBC MENAT.

Marketing leaders recognise that emerging technologies and data fluency are critical to driving innovation and achieving measurable business outcomes.

The report also reveals a shared belief among CMOs that while the core purpose – or ‘why’ – of marketing remains unchanged, the ‘how’ is evolving rapidly. With digital acceleration and rising customer expectations, innovation is no longer a luxury – but a necessity.

Artificial Intelligence (AI) is at the forefront of this evolution. All CMOs featured in the report are already using AI in various ways – from content creation to process automation and data optimisation – though most acknowledge they’re still in early stages of adoption.

The marketing leaders are united in their view that AI’s greatest potential lies in its ability to deliver the right message at the right time to deepen customer engagement and brand loyalty.

Commenting on the findings, Terry Kane, Managing Director MENA at The Trade Desk, said: “This report underscores that the future of marketing innovation lies at the intersection of data, technology and creativity. Marketers have a unique opportunity to embrace this shift and become even smarter leaders, especially in a region like MENA – where digital transformation is moving at pace and the appetite for innovation is high.”

Key takeaways from the reports about CMOs

1. Innovation with intent – Without a clear understanding of customer needs, innovation risks becoming noise, not impact.
2. Communicate to activate – Internal alignment within an organisation is key to adopting new ideas and approaches.
3. Respect fuels collaboration – Meaningful, transformative partnerships are built on shared values and mutual respect.
4. Strategic presence over ubiquity – Be deliberate and data-driven about how and where you show up for your customers. Reach your audience where it matters.
5. Marketing demands a blended skillset – Marketing is part art, part science and all business. An equal mix of data, technology and creativity is essential to success.

Alasdair Hall-Jones, Global Director at The Marketing Society, concluded. “The Marketing Society is about creating the space for marketers to discuss all these issues and more. We hope this report inspires marketers to drive meaningful change in their business. More than that, we hope it’s the start of a continuing conversation.”