Featured Marketing Opinion

posted on Apr. 24, 2025 at 10:00 amApr 24, 2025

Blending heritage and innovation to grow Middle East brands

posted on Apr. 24, 2025 at 10:00 amApr 24, 2025

Interbrand's Nancy Villanueva says that change in the Middle East region is fast and extensive, and brands need to adapt and find the narratives that support the region’s heritage while staying focused on the future.

Nancy Villanueva, CEO - Middle East, Interbrand on marketing in the Middle East

Nancy Villanueva, CEO - Middle East, Interbrand

The Middle East is one of the most vibrant and fast-changing regions in the world. It is a hotbed of brands creating, expanding and evolving as they look to tap into this market.

The combination of a rich and historical culture and forward-looking investment and governments means building brands in the Middle East is a fine balance of messages and positioning that demonstrate and champion heritage and innovation.

Businesses must not only consider this unique brand positioning but also the changing habits of the population. As the nature of product and services purchases changes, new opportunities for brands flourish.
Women’s growing participation in the Middle East
One of the starkest and most

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Tags:belonging Brand Building brands Culture entertainment female empowerment Gen Alpha Gen Z heritage Identity innovation Interbrand investments leisure marketing Nancy Villanueva participation positioning Saudi Arabia Vision 2030 women younger generations

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.