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Anup Oommen
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CMOs speak: Agencies must go beyond briefs to spur transformation

Anup Oommen
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With the industry reaching a 'tipping point', CMOs across the UAE and KSA admit to 'feeling the pressure' in a Dentsu Creative report.

CMOs from across the region, including the UAE and Saudi Arabia, have spoken. They have called for agencies to not only respond to briefs, but also to challenge them and drive transformation.

The shift from omnichannel to omnipresent creativity is the need of the hour, and it is challenging marketers to deliver culturally relevant content across platforms. According to the recently released Dentsu Creative CMO Survey 2024, CMOs across Saudi Arabia and the UAE agree that this is the right approach, although many stated that they were unsure how to achieve it.

The fifth iteration of the Dentsu Creative report comprises a survey of more than 950 chief marketing officers globally, revealing a new level of empowerment, spurred by an unprecedented confidence in the power of creativity.

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Tags:business transformationchief marketing officercmocreative effectivenesscreativityDentsu Creativegenerative AIMarketersPatricia McDonaldSaudi ArabiaUAEZiad Khorayeb
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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