We asked our Members a simple question: Why does marketing matter to you? And unsurprisingly, their answers were anything but. What emerged was a rich tapestry of insights that reveals modern marketing is a dynamic force that shapes how we connect, communicate and create change in our world.
It’s Where Creativity Meets Strategy
Marketing is a unique discipline; it enables us flex both our analytical and creative muscles. As Lex Bradshaw-Zanger, Chief Marketing & Digital Officer, SAPMENA Region, L'Oréal put it, "The combination of art and science in marketing makes it both exciting, impactful but also a place to keep learning every day."
And it’s this extraordinary blend that makes marketing so appealing. One day you're diving deep into consumer data, the next you're crafting compelling stories that drive customers to action as Sherry Mansour MD MENAT explains;
"Marketing to me is a fascinating mix of strategy, creativity, and psychology. From a young age, I have been fascinated by the power of storytelling and its ability to connect people. Marketing allows me to harness this passion and transform ideas into compelling narratives that resonate with diverse audiences."
Sherry Mansour MENAT
The Heart of What Makes Us Human
For many of our Members an innate curiosity about people is what makes our industry so important. Having deep psychological insights forms the basis of creating authentic campaigns that resonate with audiences. Katy Howell CEO Immediate Future explains, "At its core it is about understanding human behaviours. Why people buy. It is fascinating," It’s not about persuading our customers – it's about having empathy with and understanding them.
Cutting Through the Noise
We are all drowning in information so the ability to create meaningful stories that stand out and resonate has never been more valuable. As Lara Mansour, Vice President at Brand explains,
"In a world oversaturated with information, marketing stands out as the storyteller that inspires action and drives positive change.”
Lara Mansour Brand
And there's something deeply personal about storytelling that resonates with our Members; it's about finding those moments of genuine connection in an increasingly disconnected world, "At the heart of marketing is a story being told, and at the heart of me, is a storyteller," explains Karim Jaafar Manager Brand and Marketing Dubai Holding.
Solving Real Business Challenges
While creativity and connection matter enormously, marketing plays a crucial role in driving business success, "At the heart of every business challenge there is a marketing challenge - what are you selling, who are you selling it to, and what do you want them to think?" said Alan Thompson CEO ex Reckitt NRS. This strategic thinking is what transforms creative ideas into business results, making marketing an essential driver of organisational growth and success.
Changing the World, One Campaign at a Time
What really struck us about the responses was how many Members see marketing as a force for positive change. "Marketing campaigns have an effect at a direct level but also have a second order effect in terms of how they influence societal norms," observed Rohan Lightfoot, Founder Signal Consulting. While Khaled Elseginy, Senior Manager Brand Communications P&S commented:
"Marketing is the bridge between empathy and action. It's not just selling products—it's shaping narratives that drive behaviour change."
Khaled Elseginy P&S
It's about using the power of persuasion to make the world a little bit better.
It's All Around Us
From how we present ourselves in interviews to how we convince friends to try out a new restaurant or buy a new product, marketing shapes so many of our daily interactions – it’s not just confined to the office and to work. "Marketing is in everything. All humans are marketers and marketing every day, multiple times a day without knowing it," said Member Bilal Hallabin.
What shines through every response is that for our Members, marketing isn't just what they do – it's who they are. It weaves together personal passion with professional purpose, creative expression with strategic thinking, and individual fulfilment with the opportunity to make a real difference in the world.
And that’s why marketing matters.
But what matters to you as marketers?
Our first pulse survey with Play Verto revealed the following when it comes to what's on the minds of our Members:
69% Winning Attention
64% Brand Trust
60% Proving Value
58% Smart Data
53% AI impact
52% Keeping up with change
You've told us how much these things matter, so it's over to you, tell us about your perspectives and experiences – we’re never more powerful than when we come together and learn from each other.
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