The viral 'Chinamaxxing' trend shows Gen Z is seeking cultural inspiration beyond Western norms. This piece reveals what this means for marketers navigating cultural relevance, representation and the fine line between appreciation and appropriation.

BTS's comeback reveals something every marketer should pay attention to - as K-pop chases global scale, its most loyal fans are switching off. This piece explores what happens when brands sacrifice specificity for universality.

Leaders who thrive in today's world won't be those who move fastest, it'll be those who remain internally stable while navigating external chaos. This piece explores the pressure responses that derail leaders with practical solutions.

Think piece by David Pugh-Jones on where AI earns its keep, where it doesn't, and why the marketers who combine human strategic judgment with machine efficiency will be the ones who pull ahead.

After years attending Davos, for EY's John Rudaizky this year felt different. Here he reveals what the conversations around AI trust, youth opportunity and marketing's evolving role really mean for the work that happens after everyone flies home.

This think piece looks at how `Active Pulse' leadership is replacing the traditional top-down model with a curator-style approach where leaders stay close to the craft, amplify specialist talent and read market signals to drive creative excellence.

This piece by Roberto Moccia looks at how using AI without critical oversight risks optimising biases which can lead to brands confidently making wrong decisions and what we can do to mitigate this. 

Tina Gupta's review of the recent Challenge and Change event reveals how in times of rapid change, senior leaders can navigate the uncertainty by shifting from reactive pressure and overwork to intentional leadership grounded in self-awareness and purpose.

Krishnan Manon reviews the recent Navigating Challenge and Change event with Yan Yi Chee who revealed how modern leaders can navigate our fast-paced world by focusing on self-awareness and internal clarity rather than simply pushing harder.

A new report by The Marketing Society in partnership with Serviceplan Group Middle East brings together insights from senior GCC marketing leaders and will feature across our events and discussions throughout 2026.