We are delighted to announce the shortlist for The Marketing Society GCC Awards 2026. Celebrating marketing driving growth.

Member Interview with Robert Mitchell, Managing Director, The Tribe

Member Interview with Hamish Millar, Global Luxury Marketing Director, Ex Pernod Ricard

Member Interview with Jessica Llarena, Mobile Ecommerce Leader, Ex Decathlon

Highlights and insights from Navigate: Now and Next 2026 Dubai. Building AI capability, not renting it. The discussions centred on listening before creating, with social intelligence, agentic operating systems and brand memory identified as the foundation no tool alone can replace. The emphasis was on personalisation over averaging, premium environments outperforming generic reach, and the traditional funnel giving way to single-moment, creator-led journeys, with marketing success increasingly dependent on judgement and structure rather than the technology itself.

Reflecting on Navigate Now and Next Dubai, Noura Haggag argues AI makes execution easy but scales whatever you give it, including poor positioning. As building gets simpler, judgement and market context matter most.

Reflecting on Navigate Now and Next in Dubai, Neda Lazic argues AI makes access easy but not excellence: trust, judgement and storytelling remain the real differentiators, and marketing has always just been matchmaking.

AI adoption is no longer in question. Anismita Ghosh writes how Navigate Now and Next Dubai showed having tools is not enough: structure, not technology, decides who turns signals into fast action and who stays stuck theorising.

The pace of digital and technological change has never been greater, bringing with it extraordinary opportunities to drive growth, build brands and deliver exceptional customer experiences. A summary of our global Navigate Now and Next series from five of our hubs.

Member Interview with Ben Thomas, Creative Director, JWI