Ghassan Kassabji, CEO - Dubai and Chief Growth Officer - MENA, Impact BBDO.There has been considerable discussion recently about the role of the CMO. Fewer companies have one. Tenures are getting shorter. Some CEOs are questioning whether the position should even exist. The headlines suggest a role in decline, but the reality is more complex. The CMO is not disappearing. The CMO is evolving.
A recent Adweek article titled “How to Keep the CMO From Becoming an Endangered Species” described this shift as the “incredible shrinking CMO,” noting that only 63 percent of Fortune 500 companies still have one. That discussion reflected a global tension about influence and relevance. Yet what is happening in the Middle East tells a very different story, one that des
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