Marketing Strategy

Riyad Khalil, Director - Middle East and North Africa, Adjust, talks about how predictive analytics, incrementality, and MMM form the new tech stack for marketers navigating rising acquisition costs and privacy-first regulations.

Richard Shotton, best-selling author and Founder of Astroten, reveals how simple behavioural insights can dramatically improve marketing performance.

From balancing metrics with brand magic to ethical uses of synthetic data, modern marketing is a high-wire act. David Norris, CMO at boost.ai breaks down how AI is reshaping campaigns, CX ownership, and the very role of CMOs and what it means to stay ahead.

Stephanie Webster argues that the real advantage of marketing isn’t the latest tools but the ability to build trust, adapt strategy, and make bold calls.

CMOs are burning out not from doing too little, but from doing too much without direction. Brand strategist Andrej Persolja unpacks why clarity, not complexity, will define the next era of marketing leadership, and why the best CMOs will start thinking more like investors than executors.

In an industry obsessed with growth hacks and shiny stacks, marketers are now losing nearly a month each year just troubleshooting tools. Creativity is being sidelined. Morale is dropping. Strategy is on hold.

The average consumer is signed up to 16 loyalty programs, says Rachel Lynch, VP Marketing, Talon.One. For your brand to win its share of spend, you need to actively stand out and influence consumer behaviour.

The restructuring is part of WPP's broader strategy to simplify its organisational structure, improve operational efficiency, and provide clients with more integrated services across its network.

Ramadan brings a surge in sales, but how can brands retain customers after the festive season? Discover data-driven strategies from Gameball and Braze to transform short-term shoppers into long-term loyal customers.

Automation in paid media offers efficiency and scalability, but over-reliance on AI-driven ad platforms can lead to hidden costs, lack of transparency, and reduced strategic control. Are marketers sacrificing long-term strategy for short-term convenience?