Campaign Orchestration

Matthieu Tebaus makes it clear: broad assumptions kill growth in MENA. Brands that generalise across countries or even within cities risk wasting spend and missing demand. He sees AI as a partner, not a replacement—empowering planners and sales teams to evolve from admin roles to trusted growth architects.

Amir Rasekh, Managing Director at Nectar360, argues that retail media has outgrown its bottom-funnel stereotype. With AI-powered platforms like Pollen and unified customer views, retail media is now driving full-funnel strategies, from awareness to loyalty, while reshaping how brands and retailers collaborate.

Invalid traffic is silently draining ecommerce ad budgets and corrupting tROAS signals. To scale efficiently, marketers must block fake clicks before they distort campaign data.

Forget what you knew about sales funnels. AI is reshaping how CMOs drive growth, from leading revenue strategies to pioneering AI-driven metrics and owning the future of search with AEO.

More than a back-end task, product feed is turning into a growth strategy. Elizabeth Azide, Senior Director of Marketing, EMEA at Commerce reveals how optimised product feeds drive visibility, cut ad waste, and boost conversions.

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.

With rising CAC and complex sales cycles, B2B companies are exploring partnerships and affiliate marketing as high-impact growth levers. This piece explores trends like ecosystem-led expansion, AI-powered partner management, and how trust-based channels are reshaping go-to-market strategies.

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.

From smarter identity resolution and ecommerce assistants to generative content and new disciplines like GEO, martech leaders are rethinking what personalisation, attribution, and discovery really mean in 2025.

Marketing in the age of AI-powered search means brand content needs to be discoverable across formats and intuitive to intent. Brands who embrace context engineering have the opportunity to move from reactive campaigns to anticipatory experiences.