Majd Fakhry, Managing Partner at Melon Minds.In a data-saturated world, brands across the GCC are rediscovering a timeless truth: the most powerful form of intelligence in marketing is still human.
Marketing in the GCC has never been more measurable, yet somehow, less meaningful. We can now track every click, impression, and conversion in real time, but in the process, many brands have lost sight of what those numbers represent: people.
Behind every campaign metric is a human story. Data tells us what happened, but empathy tells us why it happened. In a region as culturally layered and fast-moving as the GCC, understanding the “why” is everything.
Over the past decade, I have seen the Middle East’s marketing landscape transform d
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