fbpx
Campaign Middle East
العربية
AdvertisingCreativeDigitalEditors' PicksFeaturedMarketingMediaOpinionSpecial Features
Anup Oommen
posted on

Bring back balance: Where do we stand on brand and performance?

Anup Oommen
posted on

Marketers and agency leaders speak to Campaign Middle East about the surge in performance marketing over the past decade, the need to understand and track brand-based metrics better, and the risks of undervaluing brand equity in the pursuit of short-term wins, before calling for a mindset shift to flip the script.

brand versus performance marketingFrom top left, clockwise, Alka Winter, Vice President – Destination Marketing and Communications, Ras Al Khaimah Tourism Development Authority (RAKTDA); Maya Tayara, Managing Director, iProspect MENA; Mary Anne He, Head of Data Analytics and Insights, Havas Media Group; Mai Cheblak, Head of Corporate Marketing, Emirates NBD; Vicky Kriplani, Business Lead, Leo Burnett ME; Hemalatha Subramanian, Senior Manager – Customer and Technology, Alshaya Group; Gita Ghaemmaghami, Leader – Communications and PR, LIXIL IMEA; Ibrahim Ghazal, Head of Search and Social, WPP Media.

Middle East marketers are demanding results. Client stipulations to justify investments through demonstrable return on ad spend (ROAS), quantifiable cost per acquisition (CPA) and bottom-of-the-funnel sales conversions that reflect on short-term profit and loss (P&L) statements are becoming increasingly pronounced with a seeming over-rotation on performance.
Now, with agentic AI accelerating the pace of real-time adjustments and optimisation based on sophisticated attribution models, it’s no surprise that performance marketing is back in the spotlight, especially in a measurement-driven ecosystem.
Campaign Middle East speaks to marketers and agency leaders about the industry gravitating


To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
Tags:Alka WinterAlshaya GroupAttribution modelsBrandbrand and performanceBrand Buildingbrand equitybrand healthBusiness LeadCommunications and PRconversionscost centrecost per acquisitionCPACustomer and TechnologyEmirates NBDGita GhaemmaghamiGroupM MENAHavas Media GroupHead of Corporate MarketingHead of Data Analytics and InsightsHead of Search and SocialHemalatha SubramanianIbrahim GhazalinvestmentsiProspect MENALeaderleo burnett meLIXIL IMEAlong-termMai CheblakManaging DirectorMary Anne HeMaya TayarameasurementmetricsoptimisationPerformancePerformance marketingRAKTDARas Al KhaimahRas Al Khaimah Tourism Development Authorityreturn on ad spendreturn on investmentsROASROIsenior managershort-termVice President – Destination Marketing and CommunicationsVicky Kriplani
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.
All posts byAnup Oommen

You Might Also Like