MARKETING INTELLIGENCE & INSIGHTS
Explore research, reports, and expert perspectives on the trends shaping marketing across the Middle East and global markets—from AI and digital transformation to sustainability, media, and leadership.
A CMO Perspective from the ABG Forum
Senior marketing leaders across the Middle East and GCC came together at ABG’s first CMO Forum to discuss the growing pressure on brands to deliver measurable growth while protecting long-term brand equity. The report captures key priorities, challenges, and strategic shifts shaping the future of marketing leadership.
- Business Transformation, Industry Insights
Eleni Kitra, ABG CEO & Executive Director
The mandate hasn’t changed. The pressure around delivery has. Drawing on ABG Pulse Survey insights, this session outlines how marketing leaders are shifting from long-term planning to real-time decision-making, balancing growth, brand, and accountability in a more volatile environment. A clear view of how the CMO role is evolving, and what it now takes to lead effectively.
- Business Transformation, Industry Insights
Lizzy Johnson, Senior Advisor, EMIR
Growth is becoming harder to deliver and sustain. Drawing on ABG Pulse Survey data and regional dynamics, this session explores how shifting demand, rising costs, and performance pressure are reshaping the marketing operating model. It highlights the need for stronger CEO–CMO alignment focused on growth quality, capital efficiency, faster decision-making, and the investment shifts required to drive more sustainable, profitable growth.
- Business Transformation, Industry Insights
Olfa Messaoudi, CDMO, L’Oréal Middle East & ABG Vice Chair
What got us here will not get us where we need to go next. This session positions the modern CMO at the center of growth and transformation, navigating accelerating change across technology, media, and consumer behavior. It reinforces the shift from brand leadership to business leadership, and the need for collective intelligence to drive faster, more effective decisions.
- Business Transformation, Industry Insights
Ipsos I ABG Insights Partner
Consumer behavior is shifting toward control, value, and certainty. Based on Ipsos research in the UAE, this session unpacks how uncertainty is reshaping spending, brand choice, and digital engagement. It highlights the growing role of trust, transparency, and relevance, and what brands must do to compete in an environment where value perception and emotional context drive decisions.
- Business Transformation, Industry Insights
Growth & the Pressure to Perform Marketing Leadership
Marketing leaders across the Middle East are navigating geopolitical pressure, tighter budgets, and rising expectations for measurable growth. ABG’s April 2026 CMO Pulse captures how senior leaders across 9+ markets are adapting strategy, investment, and priorities in real time.
- Business Transformation, Industry Insights
Talent, Transformation & Trust
Marketing leaders across MENA are navigating a new era shaped by AI adoption, talent transformation, and rising expectations around purpose and trust. This regional study explores the strategic priorities, capability gaps, and growth drivers redefining marketing performance across the region.
- Business Transformation, Marketing Technology
Legislative Trends & Outdoor Advertising Insights
Global advertising standards are shifting fast. This international survey highlights emerging legislative priorities, sensitive content areas, and the growing compliance pressures shaping responsible marketing across digital and outdoor media worldwide.
- Industry Insights, Regulation & Compliance, Sustainability
The Evolving Role of Data, AI, and Leadership
Marketing in MENA is evolving from a support function to a core growth driver. This regional study explores how data, AI integration, leadership transformation, and purpose-led performance are reshaping marketing strategy across the region.
- Business Transformation, Marketing Technology
Trust, Transparency & AI-Driven Engagement
As influencer partnerships and AI-driven marketing accelerate in the UAE, consumer expectations around authenticity, transparency, and data responsibility are evolving. This survey reveals how audiences perceive creator credibility, sponsored content disclosure, and the future role of artificial intelligence in shaping trusted brand engagement.
- AI & Automation, Industry Insights
Moving from Pilots to Performance
AI adoption in marketing is accelerating across the Middle East as organizations shift from experimentation to real performance outcomes. This regional pulse study explores how professionals are using AI today, where capability gaps remain, and what it will take to scale responsible and effective implementation.
- AI & Automation, Business Transformation
Building a Mature AI Ecosystem for Agencies & Advertisers
AI in marketing is shifting from experimentation to real performance impact. This regional survey explores adoption trends, workforce readiness, governance challenges, and the strategic steps agencies and advertisers must take to scale AI successfully.
- AI & Automation, Workforce Development
Leadership priorities and capability shifts shaping the future of marketing
How are marketing leaders in the Middle East preparing for the future? This survey explores evolving performance expectations, capability development, and the growing strategic influence of marketing in driving sustainable business growth.
- Business Transformation, Workforce Development
Responsible Influencer Partnerships Guidelines
Influencer marketing in the UAE is entering a new era of accountability. This charter outlines practical guidance on licensing, disclosure standards, ethical partnerships, and responsible campaign execution — helping brands and creators build trust while navigating a rapidly evolving regulatory environment.
- Industry Insights, Regulation & Compliance
Responsible Influencer Partnerships Guidelines
As influencer marketing accelerates in Saudi Arabia, brands and creators must balance creativity with responsibility. This charter offers practical direction on disclosure expectations, partnership governance, and culturally aligned campaign execution to support sustainable industry growth.
- Industry Insights, Regulation & Compliance
Transparency, Regulation & Growth
Influencer marketing in the UAE and Saudi Arabia is rapidly professionalizing as regulation, transparency, and creator accountability come into sharper focus. This whitepaper explores industry perspectives on disclosure practices, licensing challenges, compensation fairness, and the future role of AI in shaping trusted brand partnerships.
- Industry Insights, Regulation & Compliance
Consumer Trust, Transparency & First-Party Data Readiness
As data privacy expectations reshape marketing worldwide, this ABG and Ipsos study explores how consumers and industry leaders in the Middle East are responding to new realities around trust, transparency, and first-party data strategy. Discover key shifts in attitudes, regulatory awareness, and the future of responsible digital marketing.
- Marketing Technology, Regulation & Compliance
Barriers, behaviours, and leadership actions shaping creative effectiveness.
Why does creativity struggle to reach its full potential in modern organisations? This global marketer study explores leadership challenges, cultural barriers, and practical actions that can help brands strengthen creative effectiveness and long-term growth.
- Business Transformation, Workforce Development
Digital media habits and platform usage during the COVID-19 lockdown
Lockdowns reshaped how consumers in the UAE and Saudi Arabia engaged with technology, media, and online platforms. This research explores the rapid rise in digital content consumption, device adoption, streaming behaviours, and e-commerce usage that continue to influence marketing strategy today.
- Business Transformation, Marketing Technology