Marketers across the Gulf are rethinking how brand-building fits into growth strategies, as new research shows a widening gap between long-term priorities and short-term performance demands.
A study by JWI found that while 57% of senior marketing leaders view brand-building as the main driver of long-term growth, 72% say their current focus remains on short-term performance metrics.
The findings, based on responses from marketers across sectors including FMCG, technology, aviation and consumer electronics, highlight a structural tension shaping marketing decisions across the region.
Campaigns shift, not stop
Despite economic and geopolitical uncertainty, brands are not pulling back from marketing altogether. Instead, they are recalibrating how campaigns are executed.
Around 71% of respondents reported delaying or pausing campaigns, but in 80% of cases this was accompanied by broader adjustments such as budget reallocation, messaging changes and increased customer engagement.
The data suggests marketers are taking a more deliberate approach, refining channel strategies and creative output rather than exiting the market entirely.
Brand regains ground
The research points to a renewed emphasis on brand as a cornerstone of sustained growth.
Brand equity and long-term customer loyalty were each cited by 57% of respondents as key drivers, while 43% highlighted the importance of regional and cultural relevance—an important factor in the diverse GCC market.
By contrast, only 14% identified performance marketing as a primary driver of long-term growth, underscoring growing skepticism about relying solely on short-term conversion tactics.
Measurement gap persists
The report highlights a disconnect between marketers’ strategic beliefs and operational realities.
While brand is widely seen as essential to long-term success, immediate commercial pressures continue to dictate how marketing is measured, funded and executed.
“There is clear alignment on what drives long-term growth, but the way marketing is measured hasn’t caught up,” said Charli Wright, chief executive of JWI.
“Marketers are being asked to deliver immediate results while also building long-term value. That tension is shaping day-to-day decisions.”
From reaction to resilience
The findings suggest marketing in the Gulf is evolving beyond short-term demand generation toward a broader role in building business resilience.
Marketers are increasingly expected to develop strategies that balance performance with brand equity, strengthen customer trust and adapt to shifting market conditions.
As uncertainty persists, the challenge for companies will be to move from reactive planning to more durable approaches that sustain growth over time, the report said.
