ABG x IPSOS: MARKETING AS A GROWTH AGENT
THE ROLE OF DATA, AI, AND LEADERSHIP
Marketing has become a core growth engine across MENA, driven by data, AI, and advanced analytics. Insights from ABG and Ipsos show that performance is no longer separate from marketing—it defines it. While 41% of marketers feel their function is strong, the pace of technology transformation varies across the region, from the UAE as an accelerator to emerging next-generation hubs. Future-ready marketing teams are increasingly data-led, adaptive, and AI-literate, with many already using analytics daily and AI embedded—often unknowingly—into areas such as customer engagement, targeting, and predictive analysis.
At the same time, purpose and performance are converging. Marketers are recognising that trust is built by balancing ROI with sustainability and responsibility, rather than choosing between them. CMOs are stepping into broader leadership roles, contributing to executive growth, transformation, and reputation agendas. Despite rapid change, confidence remains high, with half of marketers expecting to overcome their biggest challenges within the next year—signalling a clear shift toward more intelligent, purpose-driven marketing.