For all allegations that marketers tend to resist change, more often than not we see them taking steps that will lead the industry in a forward-looking direction. The Marketing Society has launched its Middle East chapter with this intention. It has appointed Asad ur Rehman, Director Media, Unilever MENA as its first Chairman for the region. Two words that stand out for Mr Rehman, while defining the role of the Marketing Society Middle East, are ‘inspiration’ and ‘change’.
“We want to inspire marketers and bring the network together to inspire the change that the region needs,” Mr Rehman says in a conversation with Arabian Marketer.
A Marketer’s Network
The Marketing Society was established in 1959 to provide marketers a platform to network and share best practices. Today, the network boasts of 3000 members across UK, Hong Kong and Singapore with the global ambition of expanding into 10 cities by 2020. “Our goal is to lead the marketing agenda and develop the broader marketing leadership,” explains Global Managing Director of The Marketing Society, Gemma Greaves, who is encouraged by the success that the Marketing Society has witnessed in the UK, and how it can take that to the global marketing landscape.
We have legacy, history and opportunity that will help us contribute to the region,” adds Ms Greaves. She explains that the Marketing Society is a place for marketers to be challenged, to learn and meet interesting people through the network so that they can become better marketers. “We are prepared for conversations that might be uncomfortable and we can get to the depth of an issue to seek solutions. We don’t claim to be experts, but we have access to the most powerful network of talent that can take this forward,” says Ms Greaves.
The Marketing Society Middle East will be involved in connecting experts with diverse backgrounds to inspire. “Inspiration drives changes across the industry, and you will see the network effect rolling in,” adds Mr Rehman.
The Way Forward
The Middle East chapter has a busy agenda for the year ahead that will have themes focused on digital, global vs. local, talent, data, innovation and creativity. Mr Rehman is of the opinion that this will spark interesting conversations and provide a strong platform to bring together diverse ideas from its members, who represent varied industries. He also points out that much of the Society’s international learnings will impact the region too.
Recently, the Marketing Society had held a 24-hour conversation across five continents where it reached out to 50 business leaders. Each were asked one question – what is the opportunity and challenge for marketers. The research brought to light three key challenges – acquiring talent, making brave campaigns and adapting to change at the right pace.
“Some of these challenges are seen in MENA too. The biggest issue we face is acquiring the right skillset. The world is changing dramatically and we need to change the profile of our talent accordingly. While we need capability building on the one hand, on the other hand we have to deal with the fact that the region in general, and Dubai in particular is gearing for action in line with a futuristic vision. This will demand excellence, and for that, we need the right talent,” reflects Mr Rehman.
Assisting Marketers
The Marketing Society’s Chairman Asad ur Rehman speaks on the ways in which the Society will help marketers.
How will The Marketing Society help marketers deal with the change of pace?
Marketers in the region need to make sure they have an industry profile that attracts talent. Marketing Society will help do that. We are a very digital adept region, ahead the curve in terms of adoption of digital media, we are going to learn to do many things right. We might bypass markets such as the Southeast Asia, for instance, to advance further and learn from Europe and North America on areas such as data or analytics and how we organize ourselves for that.
How will be The Marketing Society seek solutions to the region’s challenges?
The region faces similar challenges as global, but it’s also a region that can contribute to many forums. Middle East is one of most creative markets in the world. We see that on international award platforms and how we are increasingly becoming a hub for technology talent. No one talks about these issues right now and Marketing Society can be that voice.
Are you eyeing any collaboration with the other industry bodies?
There is huge scope for collaboration. We welcome it with the right partners who have a similar vision and ethos, and at the same time bring something different to the table. We have a few global partnerships that will come into play in MENA too.
