SHAPING RESPONSIBLE, FUTURE-READY MARKETING

in the Middle East

INDUSTRY-FIRST. BRAND-CENTRIC. INDEPENDENT.

A unified voice for ethical, responsible advertising and marketing excellence, driving sustainable growth across the industry

ABG COMMITTEES

ABG Committees are dedicated teams of professionals committed to fostering ethical practices in marketing and communication across the UAE. With diverse expertise, our committee members work collaboratively to promote responsible initiatives, provide valuable resources, and guide the region's strategic direction in self-regulation.

AI Committee
Creator Economy Committee
Cross-Media Measurement Committee
Sustainability Committee
Better Marketing Committee
Retail Media Committee

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UPCOMING EVENTS

ABG Annual General Meeting
February 6, 2026
The ABG Annual General Meeting brings members together to review the year’s progress, share key updates, and discuss priorities for the year ahead. It is a core moment for engagement, transparency, and shaping the future direction of the ABG community.

RSVP
Anti-Greenwashing
Committee Event
Q1 2026
Join ABG’s Anti-Greenwashing Committee for a focused session unveiling their latest white paper. The event will explore key findings, practical guidance, and industry considerations aimed at supporting more transparent and credible sustainability communications.

Express Interest
Arab Media Summit
March-April 2026
ABG participates in the Arab Media Summit as part of its ongoing commitment to industry dialogue and collaboration. The summit brings together regional and global media leaders to discuss key trends, challenges, and opportunities shaping the future of media across the Arab world.

Express Interest
CMO Forum Roundtable 1
April 29, 2026
The ABG CMO Forum brings senior marketing leaders together for closed-door discussions on the most pressing challenges and opportunities shaping the industry. Designed to encourage open exchange and peer-led insight, the forum provides a trusted space for strategic dialogue and collaboration.

Express Interest

See the Full Calendar

OUR MEMBERS

Collection of Dentsu Aegis Network company logos, including Carat, Dentsu, Isobar, iProspect, Merkle, mcgarrybowen, Posterscope, and Vizeum.

Logos of Publicis Groupe, featuring Publicis Communications, Publicis MENA, and S&S

Collection of logos for WPP Media and its subsidiaries, including Mindshare, Wavemaker, Essence Media, Choreograph, Keyade, and Goat.

Collection of Omnicom Group logos, including Accuen, Annalect, Hearts & Sciences, Resolution, OMD, phd, and Programmatic.

Collection of MCN company logos, including FP7McCann, CW McCann, Mullenlowe MENA, Current Global, Initiative, UM, Weber Shandwick, Magna, Kinesso, MRM, McCann Health, CRAFT, Jack Morton, Momentum, Octagon, and PromoSeven 360.

Collection of Think Digital Group logos, including Tailwind and Project Agora.

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KNOWLEDGE CENTER

EXPLORE THE ETHICS THAT TRANSFORM MARKETING

Access a range of research, toolkits, and industry updates developed to help marketers and advertisers drive positive change and business growth.

Featured

Nov 20, 2025

Industry Insights, Research, Thought Leadership

Nov 20, 2025

Industry Insights, Research, Thought Leadership

ABG x IPSOS: MARKETING AS A GROWTH AGENT

Marketing has become a core growth engine across MENA, driven by data, AI, and advanced analytics. Insights from ABG and Ipsos show that performance is no longer separate from marketing—it defines it. While 41% of marketers feel their function is strong, the pace of technology transformation varies across the region, from the UAE as an accelerator to emerging next-generation hubs. Future-ready marketing teams are increasingly data-led, adaptive, and AI-literate, with many already using analytics daily and AI embedded—often unknowingly—into areas such as customer engagement, targeting, and predictive analysis.

Nov 20, 2025

Industry Insights, Research, Thought Leadership

Oct 23, 2025

Creator Economy, Influencer Marketing, AI in Advertising, Research

Oct 23, 2025

Creator Economy, Influencer Marketing, AI in Advertising, Research

UAE CONSUMER SURVEY ABOUT INFLUENCER MARKETING & AI

This October 2025 survey of 1,148 UAE consumers explores attitudes toward AI influencers and influencer marketing. Key findings reveal that 87% of consumers are aware of AI influencers, yet 53% strongly prefer human influencers for recommendations. A significant 73% support mandatory disclosure when brands use AI in content. On purchasing behavior, opinions are split: 32% are less likely to buy from AI recommendations, while 27% are actually more likely—suggesting a divided market.

Oct 23, 2025

Creator Economy, Influencer Marketing, AI in Advertising, Research

Oct 15, 2025

AI & Automation, Industry Insights, Research, Business Transformation, Digital Transformation

Oct 15, 2025

AI & Automation, Industry Insights, Research, Business Transformation, Digital Transformation

ABG x IPSOS: AI TRANSFORMATIVE PULSE

AI Transformation Pulse: Insights from the Region
In partnership with Ipsos, ABG’s AI Transformation Pulse offers a snapshot of how advertising and media professionals in the UAE and Saudi Arabia are moving from AI experimentation to real business impact. The report highlights current AI fluency, adoption patterns, and core applications, while exploring attitudes toward efficiency, ethics, and governance. With only a fraction of professionals using AI consistently, the findings underscore the need for targeted upskilling, robust governance frameworks, and trust-driven adoption. This research provides actionable insights for organisations aiming to unlock AI’s full potential and transform occasional use into sustained competitive advantage.

Oct 15, 2025

AI & Automation, Industry Insights, Research, Business Transformation, Digital Transformation