Marketing across the MENA region is undergoing a profound transformation, with creativity emerging as a force for growth and differentiation. In a landscape shaped by rapid technological change and evolving consumer expectations, creativity is not just a contributor to success; it is increasingly becoming its cornerstone.

Today, marketing leaders recognise that innovation, bold thinking, and cultural relevance are essential to building meaningful connections with their audience. Creativity is increasingly how brands express agility, cultural understanding, and ambition. In a region defined by diversity and rapid change, creative thinking enables marketers to not only engage, but lead by shaping narratives that are relevant, resonant, and rooted in local insight. 

The rise of creativity

This growing emphasis on creativity is backed by research from MMA Global and Canva. ‘The State of the Creative Process’ study found that 77% of marketers now consider creativity more vital than ever, with 80% citing data and analytics as a catalyst for more impactful work, not a constraint. 

It’s wonderful to see this insight come to life and be reflected in the quality of submissions for the upcoming SMARTIES MENA Awards. This year we have seen exceptional campaigns that blend bold creative thinking with strategic use of technology and data. The SMARTIES MENA Awards, with winners set to be announced on 15 May 2025 in Dubai, celebrate brands and agencies pushing creative boundaries and setting new benchmarks for marketing excellence. As brands across the region continue to push boundaries, these entries demonstrate how MENA is not just keeping pace with the global creative shift, but helping to define it.

Creativity as a strategic advantage

In response to this momentum, brands across MENA are increasingly treating creativity as a strategic imperative. As marketing channels continue to diversify and consumer expectations grow more complex, it is thoughtful, culturally attuned storytelling that allows brands to stand out and form lasting connections. 

We are seeing more and more campaigns that go beyond traditional messaging, harnessing mobile, AI, and regional insight to drive both emotional impact and measurable outcomes. Reflecting this evolution, the MMA Global and Canva study found that a net one-third of marketers plan to grow their in-house creative capabilities, underscoring a broader move toward greater transparency, agility, and long-term creative investment.

Investing in the future of creativity

Brands that invest strategically in creativity, nurturing talent, embracing new technologies, and measuring impact, will be better positioned to lead in the evolving marketing landscape.

Creative excellence is no longer just about standout campaigns; it is about building sustainable, meaningful relationships with consumers through innovation, relevance, and authenticity.

Looking ahead

As the MENA marketing landscape continues to evolve, creativity will be the key to differentiation and long-term success. Earlier this year, I reflected on how creativity would become a defining trend for 2025. It is rewarding to now see that vision taking shape across the region, with so many brands embracing innovation and bold thinking. I am particularly looking forward to celebrating the winners of the SMARTIES MENA Awards, a true reflection of the creativity, agility, and ambition that is driving our industry forward.