Marketing across the Middle East and North Africa is redefining its role as a central driver of business growth. As organizations integrate artificial intelligence, advanced analytics, and performance accountability into daily operations, marketing leaders are taking on broader responsibility for revenue impact, transformation strategy, and brand trust.
Developed by Ipsos in collaboration with the Advertising Business Group, this regional study explores how marketers are adapting to a new performance-driven reality in which technology fluency, data-led decision-making, and purpose-aligned leadership are essential to long-term success.
Key Shifts Shaping Marketing’s Role as a Growth Engine in MENA:
- Marketing is becoming a core driver of business growth.
- AI and analytics are reshaping planning, targeting, and measurement.
- Transformation is shifting from digital initiatives to enterprise technology.
- Data fluency and AI literacy are now essential marketing skills.
- Technology adoption is progressing at different speeds across markets.
- CMOs are expanding their influence into enterprise strategy and transformation.
- Purpose-driven performance is strengthening brand trust.
- Marketers’ confidence in closing capability gaps is increasing.
These findings help marketing leaders align strategy with emerging performance expectations while building resilient, future-ready teams.
