In an ever-evolving media landscape, social media and emerging technologies, such as AI, are driving organizations to adapt and reach their audiences, ensuring they remain relevant over time. In 2024, the MENA advertising market was valued at $8.1 billion and is projected to reach $12.26 billion by 2033, growing at a rate of 4.17 percent. Digital advertising is a major driver of this growth, expected to account for 71-74% of media and entertainment marketing by 2028.

The rise of AI is pushing the sector into uncharted territory, transforming advertising in the Middle East through hyper-personalization and automated content creation.

As the region races to keep pace, certain organizations are making significant moves to leverage this shift. Bertille Toledano, CEO of BETC and recently appointed President of Havas Creative Network and CEO of Havas Creative Middle East, shares her perspective on navigating this complex landscape.

CULTURAL CREATIVITY

“Today is a defining moment for creative excellence: average creativity will not survive, and undifferentiated content will struggle even more,” notes Toledano. “We see it every day on social media: the overwhelming weakness of much of the creative work being pushed at us.”

She explains that brand ideas are now more vital than ever, emphasizing the importance of creating something meaningful and original in a world that is increasingly fragmented and scattered.

One of the most important strategies is taking cultural context into account when advertising in local markets. Toledano says the organization’s approach to ‘cultural creativity’ is rooted in two key principles.

“First is catching beginnings,” she notes, explaining that listening to what consumers say and noting their new behaviors. 

“We are spending a lot of time, money, and energy observing people to be rooted, authentic, and anchored in people’s lives. It’s part of our cultural relevance.”

Pop culture is another key pillar. Toledano highlights the importance of staying curious and open to other cultures, particularly when engaging with the authenticity of Middle Eastern culture. She points to the region’s growing vibrancy, reflected in emerging subcultures across fashion, music, art, and gaming.

“I think that being culturally relevant and rooted in the local culture is the best way of becoming universal.”

NEW PILLARS

Like culture, other key pillars such as purpose, sustainability, and diversity have become essential for any agency seeking to connect meaningfully with its audience.

“We don’t separate purpose, sustainability, and diversity from the core of our work. We are trying to develop work that is aligned with what we think, who we are, and what we believe in,” Tolenado says. 

Technology is also a major driver, with generative tools like AI and immersive experiences shaping how advertising agencies will serve clients in the future.

Toledano notes that one of the most fascinating aspects of AI is its role at the intersection of creation and production.

“At BETC and Havas, through POP, we are ahead of the curve on AI and production-related innovation. Together, we have developed Vermeer, an AI-powered creative tool that transforms concepts into photorealistic visuals,” she explains.

Beyond production, she adds that the group has made significant investments in AI to support ideation within strategic planning, rapid prototyping, and workflow acceleration across disciplines through its platform, Converged.AI.

LEADERSHIP AND RESPONSIBILITY

When it comes to carving a path for herself in the industry, Toledano believes leadership is about gaining perspective.

“Particularly now, when brands are very focused on short-term successes, our job is to develop for each of them a great vision of their market, of their usefulness in people’s lives.”

She shares three life lessons she has gained over the course of her career, noting that ambition is key.

“To achieve creative excellence, you need a bold vision for our industry. Ambition sets the tone for everything we do.”

Resilience follows in an industry that demands both creativity and humility. “It’s a challenging and demanding industry where brands expect us to provide strategic vision in an increasingly complex environment. Resilience means staying ahead and maintaining that forward-looking perspective.”

Finally, Toledano highlights robustness as essential amid global uncertainty. As geopolitical dynamics shift, she says organizations must safeguard the industry’s future by developing growth areas that balance one another during periods of political or economic crisis. Robustness, she adds, acts as the bridge between ambition and resilience.

As she takes on a new challenge, Toledano sees her main role as “inciting great visions and huge ambitions for the brands we work with.”

“I am here to incite the teams to go beyond the brief, beyond what is expected, and to look for a big idea that changes the game, that hurts the competitors, that sets the tone, and that allows world-class work,” she says.

Looking ahead, Toledano acknowledges that delivering world-class work remains a major challenge. However, she emphasizes the region’s strong creative drive. “The energy and ambition of this region are enormous. People here understand the power of creation and invention to cut through the noise and make an impact. Brands and institutions are looking for world-class work, world-class events, and world-class festivals.”