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Last month, I attended three conferences across KSA and UAE, each promising inspiration. At every keynote, a prominent marketing leader would say, “While AI, Martech, and Adtech dominate the conversation, the brands that truly win are those that blend innovation with human insight and cultural relevance.” It sounded polished, but I had heard it all before—again and again.

Haven't you been there too? Sitting, nodding, thinking: Haven't we heard this for years? It’s like these “insights” are recycled, dressed up for the buzzword of the moment. Whether it’s AI today, big data yesterday, or social media a decade ago, these phrases could come straight from a Marketing 101 textbook. Is this really thought leadership?

I’m not here to rant. I'm here to challenge us—us, as marketers. In a region as dynamic as the Middle East, why are we still celebrating what are, effectively, empty phrases? Where is the intellectual depth, the real ingenuity? With the rapid changes in our field, from personalization to privacy concerns, shouldn’t we be pushing the boundaries of thought rather than rehashing old ideas?

Celebrating Empty Ideas

There's an expression I like: “We keep polishing the same old apple.” It’s when something stale is given a fresh coat of paint to make it seem new again. Unfortunately, this is what often happens with marketing “thought leadership.” We love our buzzwords—terms like 'customer-centric,' 'omnichannel,' or 'brand purpose.' We dust them off, present them to an audience, and they get applause.

But is applause really the goal? Are we, as an industry, content to simply sound polished without saying anything particularly useful?

This is especially important in a region that’s at the cutting edge of global development. The Middle East, with its ambitious goals like Saudi Vision 2030, deserves better marketing thinkers. Saudi Vision 2030 is not just about economic reform; it's about transforming society, empowering citizens, and creating new opportunities for the entire region. This kind of change demands marketing that resonates deeply with cultural aspirations and daily lives, as seen in STC's 'Together We Rise' campaign, which successfully fostered community spirit and aligned with Vision 2030 goals. We need leaders who aren’t just climbing the corporate ladder by saying the right words but who are willing to do the heavy lifting of actually thinking—critically, innovatively, originally.

Marketing: Always About People

Let’s start with this oft-repeated nugget: “Marketing is about building emotional connections.” The point of marketing has always been to resonate with people—to solve real problems, to make them feel understood, to create emotional bonds.

Think of Bill Bernbach’s legendary work for Volkswagen in the 1960s. He wasn't talking about “emotional connections” in lofty terms—he made people laugh, surprised them, and engaged them in a groundbreaking way. The truth of marketing is about connecting with people honestly and creatively. No jargon about “blending innovation with insight” changes that core truth.

If we’re going to talk about innovation, let’s do it properly. We live in 2024, a time when marketing technology is evolving at breakneck speed. Martech and Adtech are not just buzzwords; they’re transforming how we personalize messages and build campaigns in real-time, at scale. This is genuine progress.

Take, for instance, the rise of conversational AI. There are companies out there—right here in the MENA region—that are integrating chatbots to interact in Arabic dialects, offering a level of personalization that wouldn’t have been possible even five years ago. STC’s integration of AI-driven chatbots to provide customer support in local dialects is a prime example, resulting in significantly improved user satisfaction and engagement. That’s innovation. That’s using technology to create a more meaningful connection—one that understands not only the language but the cultural nuances of the audience.

Another compelling example is the 'My Ramadan Companion' campaign by Carrefour UAE, which leveraged AI and customer insights to create tailored experiences during the holy month of Ramadan. The campaign provided personalized meal plans, health tips, and exclusive offers, which resonated deeply with customers. It showed respect for cultural practices and tapped into daily routines, leading to increased engagement and customer loyalty. This kind of innovation reflects a true understanding of the audience and their needs, rather than merely capitalizing on a buzzword.

Or look at data-driven marketing. We talk about data all the time, but how many are actually using it well? The true innovators are those who leverage real-time data to adjust not just ad spend but entire creative campaigns on the fly, creating bespoke messages that reach the right person at precisely the right moment. For example, Careem used real-time sentiment data to adjust promotional offers between Riyadh and Jeddah, recognizing cultural and behavioral differences that exist within these cities. That’s where technology and human insight come together in a truly meaningful way.

What Real Thought Leadership Looks Like

So, if all this repetition is not true thought leadership, then what is? Real thought leadership challenges the status quo. It provides a new perspective or a deeper understanding that others might not have considered. It brings a fresh angle, something that makes people sit up and think, rather than nod along absently.

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True thought leadership isn’t about applause—it’s about challenging the status quo and pushing for genuine progress.

Think back to your own campaigns—how often have you settled for a comfortable idea that fits neatly into expectations rather than pushing for something truly challenging? Are you tackling the real, difficult questions that your audience might be grappling with?

Consider the challenge of privacy in the digital age. As marketers, we’re walking a tightrope between using data effectively and respecting privacy. True thought leaders are those who are not just talking about data privacy as a hurdle but are proposing innovative frameworks that could set an example for the industry globally. They are the ones suggesting that we should use data ethically, not simply because the law tells us to, but because it’s the right thing to do for our consumers.

It’s about tackling the big questions—how do we rebuild trust in advertising when it’s at an all-time low? How do we leverage technology to create value without crossing the line into surveillance? These are not easy questions, and the answers are not catchy soundbites. But real thought leaders aren’t afraid of that complexity.

A Forward-Looking Conversation

I believe the Middle East is at a pivotal moment. There is a real opportunity here to build a new kind of marketing culture—one that’s not rooted in jargon and buzzwords but in genuine intellectual exploration. Marketing in our region could be about something deeper: understanding the interplay of technology, culture, and human behavior in a way that leads the world, not follows it.

Saudi Vision 2030, for example, is not just an economic blueprint; it’s a cultural shift. Marketing should be an integral part of that transformation—not by parroting old phrases but by innovating at the intersection of technology and culture. How can brands align themselves authentically with the values that Vision 2030 embodies? How can we as marketers be part of telling a story that’s never been told before?

The point is, we need more rigor in our intellectual conversations. We need to demand more from our leaders and from ourselves. Let’s stop giving applause to the same old ideas repackaged in shiny new ways. Let’s celebrate those willing to take risks, ask hard questions, and provide real answers.

Because, at the end of the day, marketing isn’t just about selling products—it’s about making a cultural impact. Take, for example, STC's 'Unveil Saudi' campaign. It was about more than just telecommunications; it highlighted the beauty of Saudi Arabia, encouraged exploration, and aligned with the broader Vision 2030 goals to boost tourism and national pride. This is what cultural impact looks like—going beyond products to influence societal conversations and create a shared sense of identity. It’s about connecting with people on a deeper level and understanding the role our work plays in shaping societies.

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Marketing isn’t just about selling products—it’s about making a cultural impact and creating a shared sense of identity.

So the next time you hear someone say, “The brands that truly win are those that build emotional connections,” smile, nod politely, and then ask: What else? How can we challenge our teams to think beyond the obvious? Are we willing to invest time and resources into understanding our audience on a deeper level, even when it’s not the easy route? How, exactly, are we innovating on that emotional connection? How are we making it more relevant to the region we are in, resonant with the audience, and reflective of their daily lives? How are we making it more powerful, really more human?

Because it’s not enough to say the right words. We have to mean them, too. And that means pushing ourselves, and each other, to go beyond the clichés—to think deeper, work harder, and lead smarter. The future of marketing is waiting for us. Let’s not keep it waiting.