As we look back at 2024, it’s clear that this year has been a whirlwind for marketing in the Middle East. The region has seen changes in consumer behaviour, technology, and the way brands connect with their audiences.
We’ve witnessed exciting innovations, but also some challenges that have pushed us to rethink how we engage with consumers – and each other. Here’s a quick rundown of the key marketing trends that defined this year.
Creativity remains king: cutting through the noise consistently
In a year when everyone seemed to be vying for attention, creativity truly stood out. Consumers were bombarded with ads across every platform, making it harder for any single message to break through. But creativity has always been the secret weapon. The campaigns that really resonated in 2024 were those that didn’t just sell a product, but connected with audiences on an emotional level.
In the Middle East, where storytelling is deeply ingrained in culture, brands have the unique opportunity to tap into local narratives while still appealing to a global audience.
One example is our Experience Abu Dhabi’s “One Summer Isn’t Enough” campaign. Every year, the campaign continues to evolve, staying fresh and relevant while building on its success. It shows how creativity doesn’t just have to be a one-off hit – it’s about building something over time that gets better and more meaningful year after year.
Mark Ritson’s recent analysis of successful Christmas ads made an interesting point: the best campaigns are those that build long-term brand value, not just short-term sales. The more emotional and relatable a campaign is, the more it pays off in the long run. He also pointed out that some of the best performaning Christmas ads this year are re-runs – showing that great creative can stand the test of time beyond one campaign period. Which leads me to the next point….
The myth of creative wear-out
One of the big debates this year was around “creative wear-out” – the idea that ads lose their effectiveness after being shown too many times. But I personally think that this is more myth than reality. While marketers often get bored with ads long before the audience does, studies show that ads often remain just as effective – if not more so – over time.
Take Coca-Cola’s “Holidays Are Coming” campaign, for example. This year, the brand reimagined its iconic ad with a fresh twist, using AI to bring something new to the table while still retaining the familiar warmth and nostalgia that consumers love. It’s a perfect example of how campaigns can evolve, keeping things interesting without losing the emotional connection they’ve already established.
What I’ve found this year is that the real challenge isn’t creative wear-out, but keeping ads and the campaign eco-system that sits around them, relevant and adaptable. Multi-year campaign platforms, which evolve with the times, seem to be the key to maintaining that emotional connection and staying top-of-mind.
AI and personalisation: it’s about quality, not just data
AI has been a hot topic in 2024, and it’s easy to see why. With AI tools now being used to personalise content, improve targeting, and even create ads, marketers have a lot more power at their fingertips. But there’s a catch: it’s not just about making life easier – it’s about using it to create high-quality, meaningful experiences for consumers.
In the Middle East, where digital transformation has accelerated, AI became a major part of many marketing strategies. But I think we all realised that AI is only as good as the data and content it’s fed. Marketers quickly learned that AI-generated content can lack the emotional depth that human creativity brings if it’s based on generic or low-quality data. This is a huge risk in my field of destination marketing where itinerary building is often happening through AI. It’s critical that we have a wealth of accurate, inspirational content to allow these outputs to be optimum and not misleading.
AI’s potential is enormous, but I think we’ve only scratched the surface. As Ariane Gorin, CEO of Expedia, pointed out at the Skift Global Forum, we’ve probably overestimated AI’s short-term impact, but its long-term potential is more massive than we could imagine. In 2024, the most successful marketers were those who used AI to support creativity, not replace it – blending technology with human insight to deliver truly personalised, relevant experiences.
First-party data: building trust through transparency
One of the biggest shifts over the last few years has been in how brands are handling data. With privacy concerns continuing to rise, first-party data became more important than ever. As consumers became more aware of how their personal information is being used, building trust through transparency became crucial.
In the Middle East, where data privacy laws are tightening, brands that took the time to collect first-party data responsibly were able to build stronger relationships with their customers. The real focus in 2024 was on using this data not just to personalise experiences, but to show customers that their information is being handled with care and respect.
And it’s not just about collecting data; it’s about using it responsibly to create meaningful connections. Those brands that nailed this balance in 2024 saw stronger customer loyalty and more sustainable engagement.
Healthy debate: a call for respect in the industry
2024 also saw a lot of debate around marketing campaigns, some of which sparked fierce reactions. For example, the rebrand of Jaguar and Coca-Cola’s use of AI in their Christmas ad both made headlines – but not always in the right ways. These debates are vital for the industry, but what’s clear is that we need to find a balance between criticism and respect.
As marketers, we’re all passionate about our work – and a good debate can help push us to think differently. But I believe we can be more supportive and constructive in our feedback. Whether we agree or disagree with a campaign, it’s important to recognise the boldness behind it and support the innovative thinking that drives our industry forward. Feedback should always come with positive intent.
Conclusion: a year of change, innovation, and growth
Looking back at 2024, it’s clear that marketing in the Middle East has undergone significant transformation. Creativity, innovation, and building trust were the key themes this year, with brands learning to balance cutting-edge technology with authentic, emotional connections. As we head into 2025, the brands that will thrive will be those that continue to embrace creativity, respect their audiences, and use technology responsibly to build lasting relationships.
The future of marketing is about more than just trends; it’s about creating meaningful, personalised experiences that resonate with consumers on a deeper level. And as we look ahead, one thing is certain: the best marketers will continue to innovate, adapt, and, most importantly, stay true to the values that matter most to their audiences. Above all, let’s make sure we are being kind and supportive to one another.
By Emma Campbell, Director of Sector Marketing and Acting Director of Strategic Communications, Abu Dhabi Department of Culture and Tourism (DCT Abu Dhabi)
