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posted on May. 08, 2025 at 10:30 amMay 8, 2025

Middle East marketer of the future: From growth architect to purpose-driven pioneer

posted on May. 08, 2025 at 10:30 amMay 8, 2025

ABG's Eleni Kitra explains why the marketer of the future integrates creativity, commercial thinking, purpose and performance, and is resilient, resourceful and ready to lead.

Eleni Kitra, Executive Director, Advertising Business Group (ABG) Middle East

Eleni Kitra, Executive Director, Advertising Business Group (ABG) Middle East

What does the marketer of the future look like — not just globally, but in the fast-evolving, culturally rich, and economically ambitious Middle East?
Marketer of the Future 2025, the latest global research from the World Federation of Advertisers (WFA), conducted in partnership with Oxford, set out to answer that question.
The report offers a candid look at what separates high-performing marketing organizations from the rest. And as a proud member of the WFA, the Advertising Business Group (ABG) is excited to see how Middle East marketers are stepping up to the challenge — with clarity, confidence, and purpose
Surveying nearly 600 senior marketers across 25 countries and $90 billion in mar

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Tags:ABG adaptability Advertising Business Group alignment capability building creativity and commercial thinking cross-functional development curiosity customer journeys.Data-driven decision-making Eleni Kitra fragmented teams growth architect influence integrated thinking.marketer marketing fundamentals Middle East Performance pioneer Purpose regional frameworks regional pulse silos WFA Middle East World Federation of Advertisers

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.