Is regional marketing more brand-led than campaign-led?

As marketers across the Middle East navigate the pressure to deliver immediate results while building brand, a key question continues to divide the industry: is regional marketing truly brand-led, or has it become overly campaign-led?

For some, the region remains trapped in a loop of short-term activations, seasonal moments and performance-driven tactics that prioritise immediate results over lasting brand equity. Others argue that brands across the region are becoming increasingly strategic, using campaigns as vehicles to reinforce broader brand platforms, purpose and cultural relevance.

Campaign Middle East asked industry leaders whether regional marketing today is more brand-led or campaign-led.