Regional marketing experts weigh in on the art and science of a successful campaign

Thanks to Meta, Google, LinkedIn and other social platforms, many marketers (and their clients) have been trained to elevate geo-targeting and measurable reach over concept, design or creative. Indeed, ROI is expected before creative is even launched.

It’s a climate that seems built for the left brain—where logic, structure and measurement dominate. But marketing was never just an engineering problem. For every ad that lands, thousands vanish into the algorithmic abyss: misfired or, worse—ignored. Globally, nearly 37 per cent of digital programmatic spends never reach a real person. According to the World Federation of Advertisers, ad fraud could hit $60 billion annually by 2026. Clearly, clicks and views aren’t nearly as transparent as we’ve been led to believe.

If you want to make real connections, to real people, the right brain matters— even more now than ever. It’s where emotion lives. Where story takes shape. Where gut instinct cuts through the noise. What follows is a conversation in parts. Eight of the region’s leading marketing and communications professionals reflect on how they reconcile reason with instinct, metrics with meaning. In a world running on data, they argue, the most effective campaigns begin with something harder to quantify.

Continue reading this story: click below to login/subscribe

Login or Subscribe