The ABG CMO Forum 2025 took place on 9 October 2025 at TT Lounge, Dubai, United Arab Emirates. Organized by the Advertising Business Group (ABG), the forum brought together senior marketing leaders from across the MENA region to discuss shared priorities, shape the direction of the newly established ABG CMO Forum, and define its objectives and outputs for the year ahead.
The session served as a collaborative platform for CMOs and industry leaders to identify the most pressing challenges and opportunities facing marketing organizations in the region. Discussions focused on creating meaningful outcomes that extend beyond networking, with participants exploring how the forum could contribute through thought leadership, industry advocacy, research, and practical guidance for marketers.
ABG Participation
As the organizer and host, ABG facilitated strategic conversations aimed at strengthening collaboration among senior marketing leaders and building a collective voice for the industry. The forum marked an important milestone in ABG’s commitment to fostering executive-level dialogue and supporting the advancement of responsible, effective, and future-focused marketing practices across the Middle East.
Participants worked together to identify priority areas for the forum while establishing expectations around governance, engagement, and future deliverables.
KEY TOPICS
Key themes discussed during the event included:
- Top priorities for CMOs across the MENA region
- The evolving role of marketing leadership
- Building value through executive collaboration
- Industry advocacy and thought leadership
- Development of reports, insights, and practical outputs
- Governance and structure of the ABG CMO Forum
- Future priorities for the regional marketing industry
- Measurement, accountability, and media effectiveness
A dedicated guest insight session featured the Media Rating Company (MRC), which presented perspectives on Total Video Audience Measurement in Saudi Arabia. The discussion explored the business case for integrated video measurement and the growing importance of transparent, cross-platform audience data in supporting media investment decisions.
ABOUT THE ABG CMO FORUM
The ABG CMO Forum provides a platform for Chief Marketing Officers and senior brand leaders to exchange perspectives on the strategic issues shaping marketing across the Middle East.
Through focused leadership discussions and executive gatherings, the forum supports collaboration, shared learning, and stronger alignment among senior marketers responsible for brand growth, marketing strategy, and business performance across the region.
WHO SHOULD ATTEND
The ABG CMO Forum is designed exclusively for Chief Marketing Officers and senior brand leaders responsible for marketing strategy, brand growth, and customer engagement in the Middle East.
Participants typically include:
- Chief Marketing Officers based in or responsible for any area in the Middle East
- Regional Heads of Marketing with GCC market oversight
- Senior brand and marketing leaders responsible for major brands operating across the Middle East.
The invitation-only format ensures an environment where senior leaders can exchange perspectives openly and discuss the strategic challenges shaping modern marketing leadership.
REGIONAL CONTEXT
As marketing continues to evolve across the Middle East, senior leaders face increasingly complex challenges related to technology, measurement, consumer behavior, and organizational transformation. Forums such as the ABG CMO Forum play a critical role in bringing together decision-makers to exchange perspectives, address shared industry issues, and contribute to the development of best practices that strengthen the regional marketing ecosystem.
The event concluded with an agreement on the forum’s initial focus areas, governance model, meeting cadence, and future outputs, including contributions toward an annual report identifying the key priorities and challenges facing CMOs across the region.