The Advertising Business Group (ABG) has concluded the first edition of Marketer of the Future Middle East, which brought together senior leaders from across the region to examine how marketing is changing and what capabilities will define the next decade. More than 200 industry figures attended the one-day forum on 20 November at the Theatre of Digital Art in Dubai.
Opening the event, Her Excellency Nehal Badri, Secretary General of the Dubai Media Council, said the UAE’s momentum in media and marketing is driven by a long-term focus on creativity, innovation and knowledge.
“Uncertainty dominates much of the world… but that is not the case in the UAE,” she said. “This forward-thinking mindset is clearly reflected in Dubai’s D33 Economic Agenda, which aims to position Dubai among the world’s top three economic cities.”
The forum featured speakers and leaders from organisations including WFA, EMIR, The Brandtech Group, G42, Dubai Media Council, L’Oréal Middle East, Nestlé, Procter & Gamble, TikTok, Khaleej Times, Ipsos and others.
Sessions examined the rise of AI in marketing, the skills and competencies needed for future leadership, how to build trusted and responsible brands, the evolution of content and measurement, and emerging regulatory expectations across the GCC.
A central part of the programme was a roundtable on responsible advertising in the Gulf, co-hosted by ABG, the International Chamber of Commerce and the Dubai Media Council. Senior figures from marketing, legal, policy and media discussed how global and regional standards can be applied more consistently, and the role of industry self-regulation in supporting public policy.
ABG Executive Director Eleni Kitra said the strong participation reflects growing alignment on the industry’s future direction.
“Marketer of the Future reflects ABG’s mission to support a responsible, innovative and globally competitive marketing ecosystem,” she said. “The engagement from brands, agencies, media and government underscores the importance of aligning on standards and capabilities.”
ABG Chair and Procter & Gamble Senior Vice President Amine Sadik said the first edition establishes a foundation for future collaboration. “Our goal is to give marketers the tools, community and shared direction needed to build growth responsibly and accelerate the region’s leadership in marketing and creativity,” he said.
The event was supported by DMS as Platinum Partner, TikTok and Snapchat as Gold Partners, and Publicis Groupe, Ipsos, Tailwind EMEA and Officium as programme partners.
ABG will announce dates for the 2026 edition in the coming months.
