The Thought Leadership

The intelligence behind marketing's leaders

Thought Leadership The Marketing Society

FEATURED CONTENT

The CMO Tension Report: Navigating growth across APAC's complex world

Fourteen senior marketing and business leaders across APAC share their honest perspectives on the tensions defining modern marketing leadership, from AI and measurement to brand building and organisational complexity, in partnership with Ekimetrics.

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Why Your AI Efficiency Play Is Making Your Brand Forgettable

This is a collaborative article by Professor Gemma Calvert, Krishnan Menon and Gita de Beer where they argue that AI is making brands forgettable by prioritising efficiency and sameness over emotionally meaningful experiences that create the lasting memories that drive purchase decisions.

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The Line in the Sand: making marketing more effective, efficient and enjoyable

Johnny Corbett interviews 20 senior marketing leaders to reveal why marketing has been reduced to comms and advertising, and how businesses can win it back, in partnership with WhichWayUp.

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The Think Pieces

Provocative ideas from the industry's leading minds

Culture as the Starting Point: What It Takes to Win in Asia

Winning in Asia starts with understanding local cultures and letting them shape brand ideas, products and innovation. In this article, Elodie Guigues explores how brands can balance global consistency with local relevance, respond faster to cultural shifts and give local teams the freedom to act. She also highlights the importance of sharing learning between local and global teams, with practical steps to review brand guidelines and ensure market insights influence wider business decisions.
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Stop localising at the end: what Asia can teach us about building global brands

What changes when local teams help shape a campaign from the start? Drawing on our Localised Rebellion experience, Jolene Cornford explores how brands can use insights from across Asia to build stronger global strategies. She shares practical ways to balance brand consistency with local freedom and ensure knowledge from the ground reaches the people making decisions.
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What does cultural readiness look like?

Why do so many brands want cultural relevance but struggle to act on it? Drawing on our breakfast with Culture Group, Krishnan Menon explores how brands can build cultural readiness by understanding fan communities, earning credibility and contributing something meaningful. He shares five practical principles, a way to assess organisational readiness and two actions to help teams prepare before the next cultural opportunity arrives.
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The Case Studies

The stories behind marketing's greatest successes

The Marketing Society GCC Awards 2026: Sustainability

On 17 September 2026, in Dubai, we celebrated The Marketing Society's 4th GCC Awards. Sustainability winner Sustainable Digital Marketing by AMAALA – Red Sea Global & Starcom KSA – Publicis.
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The Marketing Society GCC Awards 2026: Marketing Innovation and Technology

On 17 September 2026, in Dubai, we celebrated The Marketing Society's 4th GCC Awards. Marketing Innovation & Technology winner WHX Lead Scoring Automation: Accelerating Commercial Momentum by World Health Expo (WHX).
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The Marketing Society GCC Awards 2026: Successful and Effective Partnerships

On 17 September 2026, in Dubai, we celebrated The Marketing Society's 4th GCC Awards. Customer Experience winner Mercedes-AMG – Can't Explain It. Only Feel It. by Mercedes-Benz Cars Middle East, Team X Omnicom & RAPP MENA.
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The Videos

The essential moments from our global events, on demand

The Marketing Society GCC Awards 2026: Highlights

Relive the highlights from The Marketing Society GCC Awards 2026, held at Mandarin Oriental Jumeira, Dubai, on 17 September. An evening celebrating the brightest marketing...
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AI Show & Tell with Fabian Roser

What happens to marketing when AI can do the work? In this Show and Tell session, Fabian Roser, Co-founder of Super Spring, explores how AI...
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Learning Lab: Is your Client-Agency relationship holding you back?

In this Learning Lab, Gill Whitty-Collins and Nick Elliott explore what it really takes to build a thriving, productive client-agency partnership. Drawing on their industry...
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The News Articles

The latest intelligence from our influential global community

Brand Of The Year 2026: The Shortlist

Winning Brand of the Year is just about the most prestigious accolade for any team, this year we celebrate 18 years of the award and you can vote online now until November 17
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The LIONS CMO Accelerator comes to Asia Pacific

The leadership programme makes its regional debut in Singapore on 15 and 16 October, and Members of The Marketing Society can save 10% on their place.
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The Marketing Society Hong Kong Update September 2026

The Marketing Society welcomes a new addition to its Hong Kong Board.
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