The Advertising Business Group (ABG) has held its inaugural CMO Forum, bringing together senior marketing leaders for closed-door discussions on one of the sector’s most pressing challenges: delivering measurable business growth while safeguarding long-term brand equity.
Hosted at the Choueiri Group headquarters in Dubai, the forum convened chief marketing officers and senior brand executives from industries including FMCG, travel, retail, technology, property, QSR and e-commerce. The session was designed as a peer-level exchange, allowing participants to openly discuss the growing complexity of marketing roles, faster decision-making cycles, and increasing performance expectations.
Through moderated roundtable discussions, participants examined what strategies should continue, what needs to stop, and where greater focus is required to drive sustainable growth.
A key theme that emerged was the tension between short-term performance pressures and the need to protect long-term brand value. Leaders emphasised the importance of maintaining brand consistency and avoiding reactive decisions that could erode equity over time.
Simplification also emerged as a critical priority, with participants calling for reduced internal complexity, streamlined decision-making, and improved operational efficiency as enablers of agility and growth.
Another significant shift highlighted during the forum was the move from traditional messaging to a stronger focus on customer experience and execution. Leaders agreed that brand actions and delivery are increasingly more important than communication alone.
Participants also reassessed traditional growth levers such as promotions and influencer marketing, pointing to concerns over diminishing returns and potential risks to brand perception. The discussion leaned towards more selective, value-driven approaches with a focus on authenticity.
Despite ongoing pressures, there was strong consensus on the need for continued investment in customer data, technology infrastructure, and talent to build long-term capability and resilience.
Commenting on the forum, Eleni Kitra, CEO & Executive Director of ABG, said: “Marketing leaders today are operating in a more complex and demanding environment than ever before. The mandate has not changed – growth remains the priority – but the expectations around delivery have intensified. The ABG CMO Forum was created to provide a platform for open, peer-level discussion, enabling leaders to share perspectives, challenge assumptions, and align on what it takes to move forward.”
Olfa Messaoudi, CDMO of L’Oréal, ABG Vice-Chair, and Chair of the ABG CMO Forum, added:“What got us here will not get us where we need to go next. The role of the CMO is evolving, requiring a broader perspective across business, technology, and consumer behavior. Forums like this are critical for building collective intelligence and ensuring we are making better, faster decisions as an industry.”
The forum is part of ABG’s broader efforts to support the marketing industry through collaboration, thought leadership, and the development of practical frameworks for responsible and effective marketing. Insights from the discussions are expected to be developed into industry guidance and shared with the wider ecosystem through ABG’s Knowledge Hub and future initiatives.
