By Amit Chopra, Group Head of Marketing & Corporate Communications, Al Rostamani GroupDuring a recent campaign review, a cross-functional team presented immaculate dashboards that proved our quarter was on track. Clicks were up, costs were down and every platform we partnered with claimed credit. Yet, when I asked what a customer would remember in six months, the room stalled. The work was efficient, not distinctive. That moment captures the central challenge facing client-side marketers in the Middle East today: organisational priorities that reward short-term efficiency over long-term brand building.
While you may be posting strong growth, a slight drift in direction can change the destination. Teams optimise what platforms report instantly, while brand building is absent from the scorec
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Tags:Al Rostamani GroupAmit ChopraBrandBrand BuildingCampaignsclickscostscreditdashboardsdistinctiveefficiencyfragmented channelsfrictionfuture cash flowsgrowthlong-termmedia costsmemory buildingorganisational alignmentPerformancepricing powerscoreboardshort-termsustainable advantageT-shaped teamtalent marketvisibliity
