The Advertising Business Group (ABG) hosted its first CMO Forum this week, bringing together senior marketing leaders from across industries for a closed-door discussion on one of the most pressing challenges facing the sector today: how to deliver measurable business growth while protecting long-term brand equity.
Held at the Choueiri Group Dubai headquarters, the forum convened CMOs and senior brand leaders across FMCG, travel, retail, technology, property, QSR, and e-commerce services, amongst others. The session was designed as a peer-level exchange, enabling open and candid discussion on the realities of navigating increased complexity, faster decision cycles, and rising performance expectations.
Across moderated roundtable discussions, participants explored what should continue, what must stop, and where greater focus is required to drive sustainable growth.
Olfa Messaoudi, CDMO of L’Oréal, ABG Vice-Chair, and Chair of the ABG CMO Forum, said, “What got us here will not get us where we need to go next. The role of the CMO is evolving, requiring a broader perspective across business, technology, and consumer behaviour. Forums like this are critical for building collective intelligence and ensuring we are making better, faster decisions as an industry.”
Key themes emerging from the ABG CMO forum
Balancing short-term pressure with long-term brand value: Leaders highlighted the growing tension between immediate performance demands and the need to protect brand equity. While short-term pressures are intensifying, there was strong alignment on the importance of maintaining consistency in brand delivery and avoiding reactive decisions that erode long-term value.
Simplification as a growth lever: Across industries, participants emphasised the need to eliminate internal complexity, streamline decision-making, and reduce inefficiencies. Simplification was identified not just as an operational priority, but as a critical enabler of agility and growth.
A shift from messaging to experience: A clear shift is underway, with brand building moving beyond communication to focus on delivery, experience, and operational execution. Leaders agreed that what brands do is becoming more important than what they say.
Re-evaluating traditional growth levers: Promotions and influencer marketing were widely challenged, with concerns around diminishing returns and potential impact on brand perception. The discussion pointed toward more selective, value-driven approaches and a stronger focus on authenticity.
Investment in capability and future readiness: Despite ongoing pressure, participants reinforced the importance of continued investment in customer data, technology infrastructure, and talent. Building long-term capability was seen as essential to navigating uncertainty and sustaining growth.
Commenting on the forum, Eleni Kitra, CEO & Executive Director of ABG, said, “Marketing leaders today are operating in a more complex and demanding environment than ever before. The mandate has not changed – growth remains the priority – but the expectations around delivery have intensified. The ABG CMO Forum was created to provide a platform for open, peer-level discussion, enabling leaders to share perspectives, challenge assumptions, and align on what it takes to move forward.”
The ABG CMO Forum forms part of the organisation’s broader agenda to support the marketing industry through thought leadership, collaboration and the development of practical frameworks for responsible and effective marketing.
Insights from the forum will be further developed into industry guidance and shared with the wider ecosystem through ABG’s Knowledge Hub and upcoming initiatives.
