ABG COMMITTEES
At the heart of the Advertising Business Group’s work are its committees. Led by industry professionals and supported by ABG’s leadership, each committee brings together advertisers, agencies, platforms, and subject-matter experts to tackle the most pressing issues shaping advertising today.
ABG committees are where insight turns into action. Through collaboration, these groups help ABG translate industry insight into practical action and provide a structured forum to exchange perspectives, develop practical guidance, contribute to research, and shape initiatives that support responsible, effective, and future-ready marketing across the region.
Each committee operates with clear objectives, defined governance, and a shared commitment to advancing best practice: delivering tangible value to members and contributing to a healthier advertising ecosystem.
AI COMMITTEE
The ABG AI Committee leads the responsible, transparent, and impactful integration of AI, with a focus on growth, fairness, regional relevance, and cultural sensitivity by establishing partnerships with Government Bodies, Academia, Industry Associations, Tech Platforms and Service Providers.
CREATOR ECONOMY COMMITTEE
The ABG Creator Economy Committee focuses on fostering transparency, accountability, and best practices in influencer marketing across the UAE and the broader Middle East region.
By addressing challenges like authenticity, disclosure, and measurement, the committee aims to elevate the credibility and effectiveness of influencer marketing campaigns, fostering trust among consumers, brands, and influencers.
SUSTAINABILITY COMMITTEE
The ABG Sustainability Committee works to reduce the advertising industry’s emissions, closing the knowledge and skills gap in sustainable marketing by providing in-person workshops and researched outcomes.
CROSS-MEDIA MEASUREMENT COMMITTEE
The ABG Cross-Media Measurement Committee focuses on developing and promoting effective approaches to measuring audience reach, engagement, and performance across multiple media channels.
RETAIL MEDIA COMMITTEE
The ABG Retail Media Committee, newly launched in 2026, brings together professionals and experts in retail and media to explore, shape, and advance the role of retail-driven advertising. The committee focuses on best practices, innovation, and strategic collaboration to help members understand and leverage retail media ecosystems, technologies, and measurement frameworks.
BETTER MARKETING COMMITTEE
The ABG Better Marketing Committee, newly launched in 2026, focuses on driving better outcomes through creativity, accountability, transparency, and responsible use of data and technology in marketing.
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