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Anup Oommen
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Marketers and agency leaders discuss customers in 2025: supreme or subdued?

Anup Oommen
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Client-side marketers and agency leaders talk to Campaign Middle East about aligning data, technology, employees and creativity with the sole focus of marketing: customers.

Customers are at the core of brand and marketing – or so we would like to believe. The unfortunate truth is that in the pursuit of business outcomes and performance metrics, customer demands and expectations often are being sidelined.
Through 2024, customers called out and boycotted several brands and agencies for tone-deaf ‘creative’ campaigns, inauthentic influencer collaborations and for failing to follow through on their purpose-led promises.
This raised a crucial question: Are we truly enabling enhanced customer experiences, sharing meaningful stories and prioritising people instead of merely pushing products?

Asmaa Quorrich, CEO,


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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.
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