How CMOs are Redefining Marketing through Innovation
The report also reveals a shared belief among CMOs that while the core purpose - or ‘why’ - of marketing remains unchanged, the ‘how’ is evolving rapidly.
Topics
Marketing is undergoing a powerful shift. CMOs are no longer confined to crafting campaigns; they’re shaping business strategy, driving innovation, and using technology to unlock deeper customer connections.
With data fluency and AI now part of the marketing DNA, the role has evolved into a blend of art, science, and leadership. This is how modern CMOs are redefining what marketing truly means.
That transformation is the focus of a new report from The Marketing Society, developed in partnership with The Trade Desk. Titled ‘Leading the Innovation Conversation: How to be a Pioneering Changemaker,’ the report brings together the voices of leading CMOs to explore how the role is being redefined through innovation, insight, and intent.
The report reveals how leading Chief Marketing Officers (CMOs) in the Middle East balance their day-to-day demands with strategic brand building and innovation.
Moreover, the report highlights a fundamental shift in how marketing is defined, with the role of the CMO no longer limited to creativity alone. Marketing leaders recognise that emerging technologies and data fluency are critical to driving innovation and achieving measurable business outcomes.
The report also reveals a shared belief among CMOs that while the core purpose – or ‘why’ – of marketing remains unchanged, the ‘how’ is evolving rapidly. With digital acceleration and rising customer expectations, innovation is no longer a luxury but a necessity.
ALSO READ: Day 1 VMF KSA: The Changing Role Of The CMO
AI is at the forefront of this evolution. All CMOs featured in the report are already using AI in various ways – from content creation to process automation and data optimisation, though most acknowledge they’re still in early stages of adoption.
The marketing leaders are united in their view that AI’s greatest potential lies in its ability to deliver the right message at the right time to deepen customer engagement and brand loyalty.
Terry Kane, Managing Director MENA at The Trade Desk, said: “This report underscores that the future of marketing innovation lies at the intersection of data, technology and creativity.”
“Marketers have a unique opportunity to embrace this shift and become even smarter leaders, especially in a region like MENA, where digital transformation is moving at pace and the appetite for innovation is high.”
Five key takeaways from the report:
- Innovation with Intent – Without a clear understanding of customer needs, innovation risks becoming noise, not impact.
- Communicate to Activate – Internal alignment within an organisation is key to adopting new ideas and approaches.
- Respect Fuels Collaboration – Meaningful, transformative partnerships are built on shared values and mutual respect.
- Strategic Presence over Ubiquity – Be deliberate and data-driven about how and where you show up for your customers. Reach your audience where it matters.
- Marketing Demands a Blended Skillset – Marketing is part art, part science and all business. An equal mix of data, technology and creativity is essential to success.
Alasdair Hall-Jones, Global Director at The Marketing Society, said, “The Marketing Society is about creating the space for marketers to discuss all these issues and more. We hope this report inspires marketers to drive meaningful change in their business. More than that, we hope it’s the start of a continuing conversation.”
Read the full report here:
ALSO READ: Martechvibe Celebrates Personalisation Week
