Karim Fouad, Head of Brand and Media, talabat, says cultural relevance, emotional resonance, and frictionless experiences drive sustainable growth. In this conversation he talks to Communicate about the need for CMOs to think like growth architects.
How do you see AI reshaping the rules of digital advertising and transforming marketing strategies across the Middle East?
AI is no longer a buzzword — it’s fundamentally rewriting the playbook for marketers in the region. From predictive analytics to automated content generation, AI is enabling brands to become more intelligent, agile, and hyper-relevant to their audiences.
In the Middle East, where digital adoption is rapid and consumer expectations are high, AI allows us to move from reactive campaigns to real-time responsiveness. At talabat, AI plays a pivotal role in personalizing user experiences, optimizing ad placements, and even informing creative decisions based on real-time feedback loops.
AI tools are not just about automating tasks; they are about enabling human creativity to be more strategic and focused.
What new strategies should CMOs adopt—particularly in terms of creative approaches, moving away from vanity metrics, linking spend to performance, and leveraging AI-driven tools and talent?
The modern CMO has to think like a growth architect, not just a brand custodian. That means adopting creative approaches rooted in data, but without compromising emotional resonance.
We must push teams to move beyond vanity metrics like impressions or views. Instead, focus on incrementality, LTV, and actual business outcomes. This requires integrating marketing deeper into the commercial strategy — connecting brand-building with performance marketing through a single lens.
Second, creative must evolve. The traditional big idea still matters, but it needs to be adaptable across formats, fueled by insights, and continuously optimized. AI tools can now test versions, analyze sentiment, and suggest enhancements at scale—but human creativity must remain in the driver’s seat to make sure it is aligned with your brand essence and strategies.
Lastly, building AI fluency in marketing teams is essential. We need talent who not only understand storytelling but also know how to brief an AI model, analyze predictive outputs, and extract actionable insights.
In today’s competitive landscape, how should brands position themselves to drive growth and maintain a strong edge?
Differentiation has never been harder—or more critical. In a market saturated with options, brands that grow are brands that mean something to people.
To drive long-term growth, brands must be both distinctive and consistent. At talabat, we focus on being culturally/locally relevant, emotionally resonant, and deeply useful — which means embedding ourselves not just in people’s routines but also in the cultural fabric of the region.
Additionally, the brands that win are the ones that create a frictionless, value-driven experience across every touchpoint—from the first impression to the post-purchase interaction. Growth doesn’t come from acquisition alone; it comes from trust, retention, and advocacy.
Positioning today requires clarity of purpose, relentless customer focus, and a boldness to stand out, not just fit in.
With the GCC ad market growing and hyper targeting becoming the norm, how are you balancing data-driven personalization with bold, brand-building creativity to drive long-term growth? Are strategies changing?
Absolutely — strategies are evolving fast. The tension between personalization and brand-building creativity is real, but it’s also a huge opportunity.
At talabat, we see personalization and creativity as complementary forces. Data helps us speak to the right person at the right time, but creativity ensures that message is memorable, distinctive, and emotionally engaging.
We’ve moved from “one-size-fits-all” campaigns to a modular content approach— building creative assets that can be dynamically adapted for segments while still laddering up to a cohesive brand narrative. (Examples, Seasonality campaigns: Back to school, Black Friday, Ramadan and Summer)
What’s changing is the need for orchestration—bringing media, data, and creative under one strategic umbrella. AI is accelerating that shift, enabling us to test, learn, and iterate at speed. But the real value lies in building a brand that performs—one that delivers in the short term without diluting its long-term equity.
The most future-ready brands in the GCC are those that can deliver relevance at scale, while staying true to who they are.
