As geopolitical uncertainty, digital disruption, and shifting consumer loyalties reshape the GCC marketplace, brands are being forced to rethink how they drive both visibility and sales. In this interview, Ramzi Ramadan, Associate Media Director at Carat, explains why stability today depends on precision media placement, retail integration, and data-driven decision-making. From AI-driven discovery and retail media growth to the collapse of the traditional purchase funnel, he outlines how brands can stay relevant, win consumer trust, and build sustainable commerce growth in an increasingly competitive regional landscape.
In times of geopolitical uncertainty, what helps brands keep commerce growth stable?
Stability comes down to how well you stay present where it actually matters. In these moments, the job is making sure the brand shows up exactly when and where those decisions happen, with zero friction. That means tightening around high-intent channels, keeping a steady pulse of visibility, and making sure nothing breaks between media, retail, and availability.
You must also stay consistent, stay sharp, and make every dollar work harder. The brands that hold their ground are the ones that feel easy to choose, easy to find, and easy to trust, every single day.
How are GCC consumers’ paths to purchase evolving, and what’s driving the shift in how they discover & choose brands?
Algorithmic feeds, mobile-first behaviour, and the growing integration of content and commerce have all culminated in a shift away from a linear funnel to a journey that is platform-led and fluid. Discovery is driven by snackable and trustworthy content, validated through reviews and forums, with purchase increasingly happening via retail media and quick commerce.
With loyalty eroding, what media strategies are most effective in capturing attention and influencing decisions in real time?
The most effective strategy is balancing scale with precision. High-reach touchpoints build mental availability, while retail media, search, and social capture intent at the point of decision. Real-time optimization using commerce and platform signals ensures we are able to influence decisions when it matters most.
How is the rise of digital, social, and e-commerce reshaping integrated media planning for FMCG brands in the region?
Integrated planning now connects brand-building and conversion within one ecosystem.
Digital and e-commerce have moved from support channels to central pillars. Retail media is now a core strategic lever that cannot be ignored, with first-party commerce data integrated whenever possible for both targeting and measurement.
What role do insights and data play in predicting trends and shaping campaigns that drive growth, not just visibility?
Insights guide allocation and speed; search trends, retail performance data, and audience signals allow us to anticipate demand shifts early and adjust media investment accordingly. This ensures campaigns drive penetration and sales impact, not just impressions.
In highly competitive GCC markets, how can brands stand out without relying solely on price or promotions?
Standing out requires a distinctive, consistent media presence. Sustained share of voice, strong creative assets, and contextual placements during key cultural moments build brand preference.
In 2026–2027, which emerging consumer behaviours or media touchpoints will define brand success in the next 3–5 years?
AI-influenced discovery, maturing retail media ecosystems, and deeper first-party data integration will define the next phase.
Brands that unify brand-building and commerce media into one connected strategy will stand out.
(Read this interview in the latest CPG issue of Communicate here)
