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posted on Dec. 09, 2024 at 1:41 pmSep 25, 2025

‘Combining creativity with AI-driven data models’: Google’s regional marketing director

posted on Dec. 09, 2024 at 1:41 pmSep 25, 2025

Google’s Najeeb Jarrar speaks to Campaign Middle East about unlocking ‘powerful opportunities for marketing’.

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:Advertising AI Artificial Intelligence Athar Festival Brand Building brand identity brand image content creative storytelling data-driven optimisation digital digital advertising Federated Learning of Cohorts Google marketing measurable business goals measurement Najeeb Jarrar Performance Max results sustainable brands third-party cookies

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.