Across the consumer goods industry, senior marketers were asked the same question: In an attention-fragmented market, what actually defines ‘effective creativity’ for FMCG today: reach, relevance, or revenue?
Their responses reveal a clear shift in marketing priorities. While reach remains important, most agree that relevance is what captures attention, builds lasting consumer connections, and ultimately drives revenue. Read on as leading CMOs and marketing executives share how they define effective creativity in today’s fast-changing FMCG landscape.
Bassel Elshaboury, Vice President Marketing for Middle East, Central Asia, Africa and LATAM, Henkel Consumer Brands
In an attention-fragmented market, most brands confuse noise for effectiveness. The truth is simpler: relevance is the only scarce asset left. Not just relevance to the consumer, but to the brand’s distinct cultural mission. On the other hand, reach is becoming more of a flattened playing field, as all the available tools and digital KPIs can be easily optimized with the right recipes. That is why it is relevance that can make the difference and bring the ROI home.
At Henkel, Pril’s “Enjoy Together” shows this: growth driven not by scale alone, but by owning a culturally authentic role around shared meals. It drove our dishwashing liquid to the number one position in four major markets.
Armand Andrea, Group Chief Marketing Officer, Galadari Brothers
Effective creativity in the FMCG sector today comes down to how well it brings together reach, relevance, and revenue into one cohesive outcome. It is no longer enough to simply be visible or memorable. True effectiveness lies in creativity that captures attention, resonates with real consumer needs, and ultimately drives measurable business results. In an attention-fragmented market, the brands that win are those that treat creativity not just as storytelling, but as a commercial engine, turning moments of attention into sustained growth.
Ahmed Arafa, Chief Marketing Officer, KFC MENAPAKT and CIS, Yum Brands
Relevance, always. Reach without relevance is noise, and revenue without relevance is a one-time transaction. Our approach has always been to start with a genuine understanding of our audience: not who we want them to be, but who they actually are, what they care about, and where they spend their time. When creativity is built on that foundation, attention follows naturally. That is what builds work that earns a place in culture. In a fragmented market, the brands that win are not the loudest; they are the most relevant.
Engy Elmaghraby, Vice-President Marketing, Beyti
In today’s fragmented attention economy, effective creativity for FMCGs is not an either-or between reach, relevance, or revenue. Relevance is the prerequisite for any piece of content or communication; without cultural and contextual resonance, no message can earn attention or scale meaningfully. Revenue is the ultimate measure of effectiveness, proving that creativity has driven real business outcomes.
Reach is not an objective, but a byproduct of relevance and smart media investment. In the Middle East, where competition for attention is intense, ideas that are built on real consumer insights, ones that connect deeply, are the ones that scale and sell.
Ultimately, the consumer remains the top priority, making relevance essential while sustained share gain and revenue growth continue to be the clearest measures of success.
Pooja Naik, Marketing & PR Manager, Nando’s UAE
Effective creativity today is defined by its ability to convert attention into action. Reach gets you seen, but relevance gets you chosen, and revenue proves it worked. At Nando’s UAE, we see relevance as the multiplier, grounding our ideas in local culture and bringing them to life with boldness and our unmistakable cheeky brand voice. In a fragmented market, reach without relevance is wasted, and creativity that does not drive real outcomes simply does not last. The best work does not just capture attention; it earns a place in people’s lives and keeps them coming back for more.
Shehbaz Sheikh, Chief Operating Officer, REDTAG
Reach is still part of the equation, but it doesn’t do much on its own when someone is standing in an aisle deciding between two products that cost roughly the same. What actually moves people in FMCG is whether the message feels like it belongs in their life–maybe their weekly shop run, a meal they’re planning, or something for the kids. That kind of relevance is what separates a campaign people remember from one they scroll past. When creativity is built around those real purchasing moments, it has a much better chance of showing up in the numbers.
