25-06-2025
Middle East CMOs embrace innovation and AI in new report
The report highlights a fundamental shift in how marketing is defined, with the role of the CMO is no longer limited to creativity alone.
The Marketing Society, in collaboration with global advertising technology leader The Trade Desk, has released a new report examining how marketing innovation is being redefined by top Chief Marketing Officers (CMOs) across the Middle East. Titled Leading the Innovation Conversation: How to Be a Pioneering Changemaker, the report captures the perspectives of leading brand executives navigating the challenges of modern marketing while striving for innovation and long-term brand value.
The findings point to a major shift in the role of marketing leaders. Once focused predominantly on creativity, the position of the CMO now requires fluency in data, emerging technologies, and business strategy. With digital transformation accelerating and consumer expectations rising, the report finds that innovation is no longer optional—it's essential. CMOs across the region agree that while the core purpose of marketing remains intact, the methods and tools used are evolving quickly.
Artificial Intelligence plays a central role in this transformation. Every CMO featured in the report is already exploring AI in areas such as content generation, workflow automation, and data-driven decision-making. While most leaders admit that their organisations are still in the early stages of adoption, they recognise AI's potential to deliver highly personalised messaging that enhances customer engagement and strengthens 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.'
The report also distills key themes shaping the future of marketing in the region. It stresses the importance of intentional innovation rooted in customer insight, internal alignment to enable new strategies, partnerships built on mutual respect, and data-informed decisions about brand presence. Ultimately, it argues for a hybrid approach to marketing—equal parts analytical and creative—with a clear understanding that modern marketing must deliver business outcomes.
Alasdair Hall-Jones, Global Director at The Marketing Society, added: '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.'
Contributors to the report include prominent regional marketing leaders such as Her Excellency Nouf Mohamed Al-Boushelaibi, former Executive Director of Strategic Marketing at Abu Dhabi's Department of Culture and Tourism; Charles Awad, Chief Brand Officer at Majid Al Futtaim – Holding; Steve Chantry, Chief Growth Officer for 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.
Their collective insights provide a snapshot of a marketing industry in transition—embracing the possibilities of AI and technology, while remaining anchored in the enduring power of purposeful storytelling and strategic leadership.
