TITLE: CEO of UM MENAT
YEARS IN THE ROLE: 5
YEARS IN THE INDUSTRY: 16
YEARS IN THE MIDDLE EAST REGION: 17
OTHER BOARD MEMBERSHIPS: IAB
POWER ESSAY: THE FINAL BRIEF
We stand at the brink of a new era in marketing – one that transcends the evolutionary changes we’ve grown accustomed to. We’ve witnessed the transformative impact of social media, performance marketing, data-driven strategies, and automation, each presenting its own challenges and opportunities.
But what lies ahead is not a mere a facelift; it’s a complete reimagining of our industry’s very essence, compelling us to rethink our approach to creativity and media.
The future of marketing will see much of what we do today handed over to machines. Projections indicate
that by 2025, 85 per cent of marketing tasks will be automated. This shift will offer us the opportunity to redirect our focus towards perfecting aspects of our craft that we’ve scarcely had the time – or mental bandwidth – to explore.
It’s an exciting, liberating prospect, one that holds the potential to push our industry beyond what’s currently being done, driving deeper connections and creating more meaningful and effective advertising. Yet, this opportunity comes with a critical question: In what state are we entrusting our legacy to machines?
As we delegate more of our processes to machines, leveraging their intelligence and innovation, we must ask ourselves: Has our recent work truly represented the peak of our capabilities? Or, in our relentless quest for best practices, are we at risk of being remembered as the dark age of marketing?
Our obsession with best practices has turned us into maestros of efficiency, perfecting the art of rapid execution and deploying strategies across platforms at breakneck speed. While AI has driven a 40 per cent increase in media optimisation efficiencies this year – amplifying our capabilities – our relentless pursuit of optimisation has led us into a dangerous trap.
We’ve allowed uniformity to eclipse uniqueness, and speed to outweigh substance. Brands that once stood out now converge in the same spaces, speaking the same language, and offering little in the way of true differentiation. In essence, we have raced to the mean, creating a world of bland brands.
While machines are powerful tools, they are limited in their ability to pivot once set on a path. Without deliberate efforts to cultivate differentiation, we risk diminishing our brand’s ability to stand out in an increasingly competitive landscape.
As we embark on this transformative journey, we are presented with an extraordinary opportunity to redefine how brands connect with the world. But to seize it fully, we must first confront the homogenised landscape we’ve created and take bold, decisive steps to recalibrate our approach.
In the end, the future of our industry hinges on the final brief we deliver to machines – a brief that will decide whether we remain on a path of mediocrity or carve out a future brimming with passion and innovation.
Now is the time to lead a renaissance in our industry. While we have achieved significant progress, the future demands a final brief that transcends simplistic, black-and-white thinking.
Machines must be guided to look beyond mere metrics, embracing the full spectrum of possibilities – bringing the human touch of empathy, creativity and beauty to the forefront of advertising. We must rise to the challenge of breaking free from the comfort zone of best practices.
CAREER HIGHLIGHT:
Leading UM to be recognised as RECMA’s top media agency in the Middle East for the seventh consecutive year. This achievement reflects the dedication, talent, and innovation of our outstanding team, as well as the strength of our collective vision. It also stands as a testament to our unwavering commitment to excellence and the strong partnerships we’ve built across the region.
Rapid fire
Focus for the next 12 months?
Bringing back colour and beauty into our industry.
Buzzword we need to kill?
‘Best practice’.
Marketing needs to prioritise?
Inspiration.
Top lesson learnt in 2024?
Surround yourself with great minds.
Biggest blessing in your life?
My family.
Next travel destination?
Istanbul.
Your pet peeve?
PowerPoint presentations with poor design.
Favourite restaurant in the Middle East?
McDonald’s.
What are you reading?
‘Scary Smart’.
Favourite hobby?
Indoor playgrounds.
Top tip?
Don’t always assume the crowd is going in the right direction.
