The Marketing Lab (TML) is launching an advanced AI-led marketing diagnostic tool in the Middle East as it looks to welcome a new era of evidence-based marketing decision-making.
Originally designed to support Private Equity firms in accelerating portfolio performance, The Marketing Lab’s platform brings a rigorous, analytical framework to diagnosing marketing effectiveness across businesses of any size, sector, or geography.
Unlike traditional consultancy approaches, The Marketing Lab can now combine technical AI analysis with human CMO expertise and interpretation to evaluate marketing performance across 27 distinct marketing levers, structured into three core categories: product, brand, and digital marketing.
Each lever is assessed, benchmarked against a defined competitor set, and assigned a clear colour-coded grading to highlight strengths, weaknesses and missed opportunities.
Through this diagnostic process TML determine — scientifically and objectively — whether each marketing lever is correctly engaged, partially activated, or entirely absent. The analysis is then run in parallel against key competitors to reveal relative advantage, underperformance, and sources of competitive edge.
Crucially, using AI, the platform can be deployed without access to proprietary or confidential company data, allowing rapid, independent evaluation of any business globally. The resulting insights explain not only what is underperforming, but why, and provide precise remedial actions required to correct course.
Founder of The Marketing Lab, John Speers said, “Marketing without diagnostics is guesswork. The Middle East stands to benefit significantly from deeper understanding before execution. We adopt a AI-led scientific, not opinion-based approach—clearly identifying what is working, what is not, and the precise steps required to build stronger local brands and more valuable businesses.”
With the launch in the Middle East, TML aims to set a new benchmark for how marketing performance is evaluated — moving the discipline from intuition and opinion to evidence, precision, and measurable return.
Partner of The Marketing Lab Charlie Beauchamp added, “We have seen first-hand what is missing when it comes to applying scientific analysis to marketing. Globally the market traction to date has been exceptional and, having operated in the Middle East for over 15 years, guiding many public and private sector clients, we look forward to seeing the additional value creation this brings.”
The platform was created by Bridge F61 in London, a leading value creation partner for the private equity (PE) industry since 2018.
Launched at PE Insights in November 2025, the algorithm was borne out of hundreds of marketing assignments by the founders and has now analysed almost a thousand companies and brands including Microsoft, O2, Tesco, Emirates, Intel, Piaget, and Peroni — providing decision-makers with a level of clarity and precision rarely achieved in marketing evaluation.
