brand strategy

The Ad Optimizer empowers marketers and insights professionals to upload creative assets for an AI-driven frame-by-frame analysis of on-screen imagery and its accompanying audio.

According to Donna Benton, Founder & CEO, The ENTERTAINER, value isn’t always about saving, “it’s about feeling like you’re getting something worthwhile”. People still want a great deal, now more than ever… but they also want memorable experiences.

Across seven articles, the edition builds a coherent view of how marketing is evolving in response to structural changes in technology, consumer behaviour, and organisational design.

Leaders from Easa Saleh Al Gurg Group, Careem, Property Finder, and Century Financial discussed how brands can balance short-term performance goals with long-term brand building, measure impact effectively, and leverage AI and data to drive growth.

Marketing leaders from Team Saudi, Asma Hospitality, MSQ Middle East, and Cenomi Centres share how emotion, experience, and empathy are redefining brand relationships with consumers in Saudi Arabia.

Brands that delegate design and decision-making entirely to algorithms inevitably fall into homogenisation, where content starts to look and feel the same. The consequence is not just creative fatigue, but a measurable decline in long-term results, says John Speers, Joint Managing Director Middle East at MSQ.

Functional value is now beating brand familiarity, says Sara Richter, CMO at SAP Emarsys. To rebuild loyalty, brands need to go beyond transactions and deliver relevance, recognition, and reward – in real-time. It starts with first-party data…

Generic top-level domains (gTLDs) can elevate brand trust, visibility, and digital control. How can marketers take advantage?

There is a high possibility that you have a treasure trove of unearthed insights in your customer data… Impactful marketing begins with helping clients wherever they are in their journey. Customer intelligence (CI) enables marketers to segment and understand their clients using this unmined data. CI draws upon internal and external customer activity data to […]