Marketing across the Middle East and North Africa is entering a decisive phase of transformation as organisations rethink how talent, technology, and trust shape long-term growth. Rapid digital adoption, rising expectations for purpose-driven communication, and accelerating AI integration are redefining how brands connect with audiences and deliver measurable business impact.
Developed in collaboration with Ipsos, this regional study captures perspectives from senior marketing leaders across key MENA markets, offering a forward-looking view of capability development, strategic priorities, and performance pressures shaping the industry’s future.
The capability priorities reshaping marketing performance across MENA, including:
- The targeting strategy is the primary focus of digital transformation.
- Data analytics is becoming central to marketing performance.
- Content capabilities remain a priority for brand growth.
- Customer experience transformation is accelerating.
- AI adoption is advancing, but still emerging across the region.
These insights help organisations align marketing investment with future-ready capabilities while balancing performance expectations with evolving consumer trust dynamics.
