Serviceplan Group Middle East’s ‘CMO Barometer’ Event Explores Regional Trends

On February 28, the marketing world witnessed an enlightening convergence of minds at the W Hotel Dubai Mina Seyahi, as the Serviceplan CMO Barometer event, in partnership with The Marketing Society, unfolded its latest insights into the challenges, opportunities, and collaborative initiatives keeping marketing decision makers awake at night.

“For half a decade, the CMO Barometer has been a beacon of insight, guiding brands across diverse markets,” said Rami Hmadeh, managing partner at Serviceplan Group Middle East. “As the leading report of the year, it not only aids decision-making but also illuminates the challenges and opportunities every decision-maker confronts. With delight, we introduce this invaluable survey to our region, launching it in collaboration with our partners from The Marketing Society, fostering interactive engagement and informed action.”

This year, 767 marketing decision makers worldwide have been asked for their take on marketing challenges and opportunities for the year, forming a shared opinion with some hot topics for any brand to focus on for the year 2024. The report encompassed the MENA region for the first year, providing a comprehensive analysis of the ever-evolving marketing landscape.

Influential marketing decision-makers from the region gathered at the exclusive event to witness the unveiling of this year’s CMO Barometer results, gaining unparalleled access to benchmark their strategies against industry peers and glean actionable insights for navigating the challenges ahead.

Marwa Kaabour (CMO at Masaood LLC), Geraldine Tenten (former VP and CMO at IBM Europe, Middle East and Africa) and Azhar Siddiqui (managing partner at Mediaplus Middle East) took the stage during the fireside chat, offering their invaluable perspectives and engaging in thought-provoking discussions.

"Reflecting on the insightful discussions of the fireside chat with Marwa and Geraldine, alongside the insights from this year’s CMO Barometer, it's evident that our region stands distinct amidst the global landscape,” said Azhar Siddiqui, managing partner at Mediaplus Middle East. “Yet, as global trends shape our collective consciousness, they underscore the imperative for focused action towards a brighter tomorrow. I am eager to soon unveil the full report from the survey, initiating collaborative strides with marketers across the region."

Organised by Serviceplan Group Middle East in collaboration with The Marketing Society, this event marked a significant milestone in understanding the pulse of the marketing world in 2024. The insights shared during the event serve as a precursor to the full report, which will be released end of March 2024. For those eager to delve deeper into the findings, copies of the report will be made available upon request to Serviceplan Group Middle East.

The CMO Barometer, which is conducted annually, is intended to remain a beacon of insight that guides marketers through the dynamic landscape of the industry.