A new report by The Marketing Society in partnership with The Trade Desk and Campaign Middle East explores Ramadan’s cultural significance and marketing opportunities in today’s world.

Leading marketers from Saudi Arabia and the UAE gathered to discuss the important cultural, commercial and community first strategies for the Holy Month of Ramadan which sees changes in the rhythm of life across the Gulf region and with it the pulse of marketing too. Here's a peak at the report's key findings:

Regional Contrasts Shape Strategy

• Riyadh: "Modest magnificence", a deliberate step away from overt commerciality toward something more authentic and personal
• Dubai: Keeping hotels buzzing while guiding guests through customs with tact: Ramadan is now peak season, not a dip in business

The Stakes Are High

• Roughly one-fifth of annual FMCG sales are generated in this single month
• "If we don't get it right in Ramadan, we've kind of lost the year," says Sheila Chaiban, CMO at Majid Al Futtaim Retail
• Planning begins 6 to 8 months in advance

Media Consumption Shifts Dramatically

• Late-night CTV viewership peaks; mobile usage surges after dark
• MAF Retail doubled their ROI by pivoting from traditional out-of-home to targeted digital channels

Cultural Fluency Drives Commercial Success

• The golden rule: commercial and cultural objectives are inseparable during Ramadan, Global brands can't just adapt existing work, they must truly connect

Read the full report here

To discover how leading marketers across hospitality, retail, FMCG and destinations are balancing reverence with results, cultural fluency with commercial clarity, and meaningful moments with measurable outcomes.

Published first by Campaign Middle East