Episode 2
The CMO Mandate: Growth Without the Guesswork
In this episode of RAW Digest, we sit down with two CMOs who have navigated significant brand transformations in the Gulf market. The conversation covers how to build a case for brand investment in an organisation still obsessed with short-term performance metrics — and why the two are not, in fact, opposites.
We discuss the concept of 'growth without guesswork' — the idea that rigorous measurement should support bold creative decisions rather than constrain them. Our guests share the specific frameworks they use to get board-level buy-in for long-range campaigns.
We also touch on team structure, the in-house versus agency debate, and what CMOs are really looking for when they brief a creative partner.
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RAW Arabia Editorial
RAW Digest brings C-level leaders, strategists, and media owners together for wide-lens conversations about the shifts, technology, and cultural forces shaping advertising and marketing across the Arab world. New episodes every other Thursday.
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The Talent Gap In GCC Media: Why Mid-Level Professionals Keep Leaving
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