RESILIENCE AMIDST UNCERTAINTY | UAE CONSUMER SHIFTS 2026
Ipsos and ABG examine how UAE consumers are adjusting spending habits, digital behavior, travel decisions, and brand expectations during periods of regional uncertainty.
ABG MARKETING LEADERSHIP UNDER PRESSURE | 2026
Senior marketing leaders across the Middle East and GCC came together at ABG’s first CMO Forum to discuss the growing pressure on brands to deliver measurable growth while protecting long-term brand equity. The report captures key priorities, challenges, and strategic shifts shaping the future of marketing leadership.
ABG CMO FORUM OPENING ADDRESS | 2026
The mandate hasn’t changed. The pressure around delivery has. Drawing on ABG Pulse Survey insights, this session outlines how marketing leaders are shifting from long-term planning to real-time decision-making, balancing growth, brand, and accountability in a more volatile environment. A clear view of how the CMO role is evolving, and what it now takes to lead effectively.
ABG CMO FORUM CEO-CMO ALIGNMENT | 2026
Growth is becoming harder to deliver and sustain. Drawing on ABG Pulse Survey data and regional dynamics, this session explores how shifting demand, rising costs, and performance pressure are reshaping the marketing operating model. It highlights the need for stronger CEO–CMO alignment focused on growth quality, capital efficiency, faster decision-making, and the investment shifts required to drive more sustainable, profitable growth.
ABG CMO FORUM CHAIRPERSON ADDRESS | 2026
What got us here will not get us where we need to go next. This session positions the modern CMO at the center of growth and transformation, navigating accelerating change across technology, media, and consumer behavior. It reinforces the shift from brand leadership to business leadership, and the need for collective intelligence to drive faster, more effective decisions.
ABG CMO FORUM CONSUMER INSIGHTS | 2026
Consumer behavior is shifting toward control, value, and certainty. Based on Ipsos research in the UAE, this session unpacks how uncertainty is reshaping spending, brand choice, and digital engagement. It highlights the growing role of trust, transparency, and relevance, and what brands must do to compete in an environment where value perception and emotional context drive decisions.
ABG CMO PULSE REPORT | 2026
Marketing leaders across the Middle East are navigating geopolitical pressure, tighter budgets, and rising expectations for measurable growth. ABG’s April 2026 CMO Pulse captures how senior leaders across 9+ markets are adapting strategy, investment, and priorities in real time.
MARKETING AS A GROWTH ENGINE | 2025
Marketing in MENA is evolving from a support function to a core growth driver. This regional study explores how data, AI integration, leadership transformation, and purpose-led performance are reshaping marketing strategy across the region.