How do Middle East CMOs balance daily demands with brand-building and innovation?

posted on Jun. 24, 2025 at 2:13 pmJun 24, 2025

The report explores the evolving priorities and collective perspectives on marketing innovation, highlighting a fundamental shift in how marketing is defined, and how the role of CMOs is no longer limited to creativity alone.

From top left, clockwise, Charles Awad, Chief Brand Officer at Majid Al Futtaim – Holding; Aimee Peters, Regional Head of Brand, Partnerships and B2B Marketing at HSBC MENAT; Her Excellency Nouf Mohamed Al-Boushelaibi, former Executive Director of Strategic Marketing and Communications at Abu Dhabi Department of Culture and Tourism; George Paige, Global Head of Brand at Etihad Airways; Steve Chantry, Chief Growth Officer of West and East Emerging Markets at Kraft Heinz; and Terry Kane, Managing Director MENA at The Trade Desk.

To evaluate how leading Chief Marketing Officers (CMOs) in the Middle East balance their day-to-day demands with strategic brand building and innovation, The Marketing Society in partnership with global advertising technology company The Trade Desk has released a new report.

The report titled ‘Leading the Innovation Conversation: How To Be a Pioneering Changemaker’ explores the evolving priorities and collective perspectives on marketing innovation, highlighting a fundamental shift in how marketing is defined, and how the role of the CMO is no longer limited to creativity alone.

The report features insights from Her Excellency Nouf Mohamed Al-Boushelaibi, former Executive Director of Strategic M

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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.