Mousa Nimer, Account Director, Cicero & BernayThe marketing landscape is evolving at breakneck speed. Blink and you’ll miss the trend that just overtook yesterday’s viral moment. As someone who’s spent more than 15 years navigating this world, I can safely say this: the brands that will thrive aren’t the ones shouting the loudest, they’re the ones paying attention.
We’ve entered a time where digital tools, social platforms, and AI are no longer just accessories to marketing; they are marketing. But ironically, the more connected we become, the more we seem to lose touch with the one thing that makes all this worth it: real, human conversations.
We’ve shortened our thoughts to character limits, edited our expressions into Reels, and outsourced our empathy to algorithms. The result? We’ve mastered broadcasting, but forgotten how to listen.
And make no mistake, listening isn’t a soft skill anymore. It’s a survival skill.
Then there’s Gen Z; bold, unapologetic and purpose-driven; and I can safely guarantee that they’re more than just dancers on TikTok. They’ve redefined what it means to connect.
They don’t want a campaign about them, they want a campaign from them. That shift, while intimidating to some, can actually be the key to become better marketers. It’s challenged us to speak less, listen more, and be okay with not having all the answers.
But here’s the truth: there’s never been a more thrilling time to be in marketing today. Gen Z is holding us accountable, but they’re also holding the torch. And when you hand them the mic? Magic happens.
Great communication has always been part science, part art. Today, it’s also part algorithm. AI has entered the chat like an overachieving intern with unlimited potential. Large Language Models (LLMs) are writing headlines, producing scripts, even shaping brand tone.
But here’s the catch: what worked this morning might be irrelevant by dinner. That’s not failure. That’s the new rhythm. Brands aren’t falling short because they’re uninspired. They’re falling short because they stopped listening after the first applause.
The fact is this, listening is leadership. Naturally, the higher you rise in your career, the more you’re expected to speak up. Right? Wrong. The real power in leadership and effective management lies in listening up. Think about it. Wars, PR crises, failed campaigns, broken partnerships; strip back the layers and there’s often one root cause: someone stopped listening.
And the biggest irony? Listening is free. No dashboards. No upgrades. No subscription required. Just presence, curiosity, and the humility to accept you don’t have all the answers — and that maybe, just maybe, someone younger, newer, or quieter does.
Ode to those who did it right
Let’s talk about real-world proof.
Starting with the Marvel Cinematic Universe. As a lifelong DC fan (and yes, while you may throw “Green Lantern” at us; we’ll always have “The Dark Knight”), I have to give it up to the Marvel Cinematic Universe. Their formula? Not just VFX and multiverses. It’s listening.
Every phase, every character arc, every post-credit tease has been shaped by fan feedback. Before they launch, their message is almost always the same: “We listened.” That’s not a slogan, that’s a strategy. It’s how they managed to build a multi-billion-dollar cultural empire while turning comic book nerds into global tastemakers.
Why go global when the proof is right here at home? Some of the UAE’s most iconic brands — Majid Al Futtaim, Emirates, VOX Cinemas, and beyond — have built their legacy not just on premium experiences, but on the ability to listen. They’ve mastered the art of turning feedback into action, trends into strategy, and customers into communities. It’s not just smart marketing. It’s a long game built on trust. And trust, in this business, only comes when your audience knows they’ve been heard.
This is exactly what we aimed to capture with the Nissan KICKS Starters campaign: a bold, collaborative initiative launched by Arabian Automobiles Company (AAC) and TBWA\RAAD with a simple but radical idea: What if we let Gen Z do the marketing?
Not in theory. In practice.
AAC gave them the brief, the tools, the workshops, and something most brands don’t offer often enough, trust. They worked with AI personas they created (yes, full-on AI characters), attended strategy and content workshops on TikTok and SnapChat, and then stepped up and owned the campaign themselves. To me, that felt fresh, unfiltered and authentic.
And the part that was inspiring was how we witnessed the next generation of storytellers step up and shape the future right in front of us.
Podcasting with AI? Yeah, We Did That Too.
And if that wasn’t enough, we took things one step further.
In a regional first, we led the Middle East’s first podcast interview between a human and an AI character, produced in collaboration with Campaign Middle East and TBWA/RAAD. Yeah, you read that right. We teamed up with another agency. Not to compete. Not to outshine. But to do something wildly radical in this business: work together for a bigger purpose.
The conversation was insightful, human-like, and eerily natural. It wasn’t a gimmick; it was a milestone. One I’m deeply proud to have created and led (sorry TBWA\RAAD, you might have the campaign, but I’m taking dibs on the podcast).
Reflecting on this journey, I realise that we as marketers have more tools, tech, data, and dashboards than ever before. But real communication still comes down to something timeless: listening. Not just to insights, but to real people. The kind who are sitting in classrooms today and leading boardrooms tomorrow.
The results? Incredible. Engagement, originality, impact, all off the charts. Sure, we crowned one winner. But in my eyes, every single participant walked away with something more valuable: the power to tell stories that matter. And for us as marketers, we walked away with something we often overlook, perspective.
Bottom line? We have more tools, data, and dashboards than ever before. But the brands that win tomorrow will be the ones that still know how to sit down, lean in, and listen. Not just to insights. Not just to trends. But to people.
Yes, AI is powerful. Yes, data is helpful. But empathy? That’s the real game-changer.
So here’s your marketing checklist for the future: less ego, more ears. Less noise, more nuance. Less “look at me,” more “tell me more.”
Because the future of marketing doesn’t belong to those who speak first. It belongs to those who listen best.
By Mousa Nimer, Account Director, Cicero & Bernay
