Ghassan Kassabji, CEO - Dubai and Chief Growth Officer - MENA, Impact BBDO.As someone who has spent years at the intersection of creativity and business, I’ve seen first-hand how procurement can be both a catalyst and a constraint. When it works well, it enables transformative partnerships. When it doesn’t, it reduces the value of what we do to numbers on a spreadsheet.
One of the core challenges we continue to face is the disconnect between marketing and procurement. Marketing teams are focused on driving growth, building engagement and shaping long-term brand value. Procurement teams, meanwhile, are often measured by how much they can reduce costs and optimise for short-term savings.
These objectives don’t have to be at odds, but they can work against eac
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