Lex Bradshaw-Zanger on why effective marketers need real-world customer experience not just platform knowledge or category enthusiasm to truly understand human behaviour and create strategies that drive genuine engagement and satisfaction.

A review of Rory Sutherland's session at The Changemakers Conference 2025 UAE in which he argues that marketers must stop defining themselves by tactics and start demonstrating their strategic value by creating value through reframing problems, not just executing campaigns.

Fellows Interview with Suresh Raj, Chief Growth Officer, M+C Saatchi North America and Board Member of The Marketing Society New York.

A roundup of The UAE Changemakers Conference 2025 which reveals how leaders can navigate current challenges by leveraging marketing thinking, mastering existing tools over chasing innovation and creating value through perception and authenticity.

CMOs chasing short-term automation with AI risk relegating their marketing departments to the past, orchestration as a new operating model is the way forward. Empathy Lab's David Billings explains.

As AI agents replace search engines, David Ketchum explains that marketers must shift from keyword optimization to 'Share of Model'.