COMMITTEES DRIVING THE FUTURE OF MARKETING
ABG works with global and regional organizations to align with international best practices while advancing responsible, future-ready marketing across the Middle East.
WHY ABG COMMITTEES MATTER
Marketing today is defined by rapid technological change, evolving consumer expectations, and increasing responsibility for ethical and sustainable practices. ABG committees exist to help brands navigate this complexity with clarity, confidence, and collective action. Each committee focuses on a priority area where collaboration across advertisers, agencies, platforms, and partners is essential to drive meaningful progress and long-term industry impact.
AI & MARKETING
Committee
Advancing the responsible and effective use of artificial intelligence in marketing.
The AI & Marketing Committee focuses on how brands can harness AI to drive growth while ensuring transparency, ethics, and consumer trust. The committee explores practical applications, governance frameworks, and emerging technologies shaping the future of marketing.
Key focus areas:
- AI governance and responsible use
- Marketing transformation through AI
- Consumer trust and transparency
- Cross-industry collaboration on standards
CREATOR ECONOMY
Committee
Shaping the future of influencer marketing and creator partnerships.
This committee addresses the rapid evolution of the creator economy, with a focus on transparency, effectiveness, and accountability. It brings together industry stakeholders to define best practices and build trust between brands, creators, and consumers.
Key focus areas:
- Influencer marketing standards
- Transparency and disclosure
- Measurement and performance
- Brand-creator collaboration models
SUSTAINABILITY
Committee
Driving responsible marketing aligned with global sustainability standards.
The Sustainability Committee works to embed sustainability into marketing practices across ABG members, aligning with global frameworks and advancing responsible advertising initiatives.
Key focus areas:
- Responsible advertising playbooks
- Sustainability frameworks and standards
- Industry partnerships (including global bodies)
- Ethical marketing practices
CROSS-MEDIA MEASUREMENT
Committee
Advancing consistent, transparent, and comparable measurement across media channels.
The Cross-Media Measurement Committee focuses on improving how marketing performance is measured across platforms, channels, and environments. As media consumption becomes increasingly fragmented, the committee works to develop approaches that enable better comparability, accountability, and decision-making for advertisers.
Key focus areas:
- Cross-channel measurement frameworks
- Standardization and comparability of metrics
- Audience measurement and attribution
- Collaboration with industry bodies and platforms on measurement standards
RETAIL MEDIA
Committee
Defining the role of retail media in modern marketing ecosystems.
As retail media continues to grow, this committee focuses on helping brands understand, measure, and optimize retail media investments within a broader marketing strategy.
Key focus areas:
- Retail media strategy and integration
- Measurement and performance
- Platform collaboration
- Shopper marketing evolution
BETTER MARKETING
Committee
Elevating marketing effectiveness, accountability, and long-term brand growth.
This committee focuses on improving how marketing delivers business outcomes while maintaining responsible practices. It addresses the balance between short-term performance and long-term brand building.
Key focus areas:
- Marketing effectiveness
- Measurement and ROI
- Brand building vs performance
- Industry benchmarks and best practices
HOW COMMITTEES WORK
ABG committees are expert-led working groups, supported by the secretariat, focused on shaping industry initiatives.
They operate through:
- Cross-industry collaboration
- Defined, priority-driven agendas
- Active member participation
They deliver:
- Frameworks and guidelines
- Research and insights
- Playbooks and best practices
- Events and thought leadership
CROSS-COMMITTEE COLLABORATION
Many industry challenges span multiple disciplines, so ABG committees work together to address shared priorities like AI, sustainability, and responsible marketing.
This enables:
- Alignment across key initiatives
- Knowledge sharing between members
- Consistent standards and approaches
- Greater collective impact
Supported through:
- Cross-committee leadership forums
- Shared initiatives
- Ongoing stakeholder collaboration
SHAPE THE INDUSTRY
JOIN A COMMITTEE
ABG members have the opportunity to participate in committees, contribute to industry initiatives, and collaborate with leading organizations across the region.
Get in touch to learn more about joining an ABG committee: