The Middle East and North Africa’s advertising industry is entering a new era shaped by resilience, innovation and long-term investment. According to Saleh Ghazal, CEO of OMD MENA, the region is not returning to old growth patterns but forging a new path driven by data, AI, commerce and deeper cultural connections. In this interview, Ghazal explains why “recovery” is the wrong word for MENA’s marketing landscape, highlights the strategic shifts redefining brand engagement, and outlines the forces positioning the region for its next phase of growth.
After a period of disruption and reinvention, what does recovery actually look like for MENA’s advertising and marketing industry today, and what signals tell you the region is entering its next growth phase?
Recovery is the wrong word because it implies we’re returning to something familiar. We’re not. This region has learned how to operate through constant change, whether that’s economic shifts, geopolitical uncertainty or evolving consumer behaviour. That resilience is now translating into smarter growth.
The signals are clear: brands are investing for the long term again, not just quarter-to-quarter wins. We’re seeing bigger commitments to data, commerce, AI and cultural partnerships. Saudi’s transformation, the UAE’s innovation agenda and Qatar’s digital acceleration are all fuelling that momentum. Add major moments like Expo 2030, and the market is shifting from reactive spending to more strategic, future-facing investment.
Which campaign, idea, or strategic shift from 2025-26 best reflects how resilience in MENA has translated into creative and commercial strength, and what does it reveal about the region’s future direction?
For me, it’s less about one campaign and more about a strategic shift – brands are moving from interruption to participation. That’s where the real growth is happening.
During periods of uncertainty, brands often feel pressure to pull back. In MENA, we’ve seen the opposite. The strongest brands have adapted faster, finding growth in emerging cultural spaces, from gaming and creators to live experiences and communities where younger audiences are spending their time.
That shift has created both creative and commercial upside because it’s built on relevance, not just reach. It reflects where MENA is heading as a market: bigger ambitions, more global influence and brands that understand growth doesn’t come from shouting louder, it comes from creating experiences people genuinely want to be a part of.
