Amidst a growing focus on measurable outcomes and trackable metrics, there’s a debate brewing about whether creativity is taking a toll. Campaign Middle East addressed this with Najeeb Jarrar, Regional Product and Marketing Director at Google during the Athar Festival in Saudi Arabia.
On one hand, the pressure to demonstrate return on investment (ROI), transparency, and accountability within the marketing landscape is higher than it’s ever been.
On the other hand, marketers and agency leaders – who, at times, get dragged into the maelstrom of performance-driven, short-term KPIs and are forced to deliver immediate, quantifiable results – run the risk of sidelining creative endeavours
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Tags:AdvertisingAIArtificial IntelligenceAthar FestivalBrand Buildingbrand identitybrand imagecontentcreative storytellingdata-driven optimisationdigitaldigital advertisingFederated Learning of CohortsGooglemarketingmeasurable business goalsmeasurementNajeeb JarrarPerformance Maxresultssustainable brandsthird-party cookies
