Image slot · 16:9Marketing + Media Alliance MEA
Lean into the future. Lead the marketing industry.
Marketing + Media Alliance (MMA) MEA brings the region's leading CMOs together to shape the future of marketing, brands and business across the Middle East, Africa and Türkiye.
Get recognized for innovation in modern marketing.
SMARTIES Awards 2026 are open for entries across the Middle East, Africa and Türkiye. Check the key dates and enter.
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- 1 Jun 2026Call for Entries Open
- 18 Sep 2026Early Bird Deadline
- 9 Oct 2026On-Time Deadline
- 16 Oct 2026Extended Deadline
About MMA MEA
A CMO-led alliance for the region.
The Marketing + Media Alliance (MMA) takes on real marketing challenges with bold innovation and rigorous research. We are a peer-driven CMO community, relentlessly pursuing new skills, tools, and business growth. Our members are true and trusted partners. As an alliance, we educate and empower one another, leading the industry forward. Join us in pushing the limits of marketing for yourself, your business, and the future.
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Real marketing challenges
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An honest, humble community of peers
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Rigorous and innovative for impact
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Bold and relentless
MMA MEA Future of Marketing CMO Board
The future of marketing has found its leaders.
The MMA MEA Future of Marketing CMO Board is here: established, active, and ready to shape what's next. Marketing's future isn't something to watch. It's something to build together. And we've started.
Seçil Demiralp
Chief Brand and Communications Officer, Akbank
Ece Uslu
CMO, amazon.com.tr
Özlem Önen
CMO, Anadolu Efes
Vincent Maher
CEO / MMA SA Chair Emeritus, Broadbrand
Zeynep Verda Duysak
CMO, Danone
Dr. Tamer Eltoni
SVP Digital Adjacencies and Devices, e& UAE
Solange Ajouz
Principal Marketing, Indevco Consultancy
Hande Beceren
Managing Director, Kantar Insights Division Türkiye
Ebru Üstün
CMO, Lactalis Türkiye- Vice President, MMA Türkiye, Lactalis Türkiye Group
Luisa Mazinter
Chief Growth Officer / MMA SA Chair Emeritus, Mesh.trade
Krinio Christaras
Head of Consumer Experience MENAP, Mondelēz International
Imraan Rajab
CMO, MTN
Devrim Melek
Senior Vice President, Strategy, OSN
Mian Usman
CMO, Petrolube
Emre Sayın
CEO, Global Ports Holding
Didem Namver
Chairwoman @MMA Türkiye, General Secretary @REPİD Türkiye
Diana Sprineger
Head of Group Brand and Marketing, Standard Bank Group
Karla Levick
CMO, Takealot.com
Cenk Serdar
Investor ve Independent Board Member
MMA Academy MEA
One region. One academy.
MMA Academy MEA offers a wide range of learning that lets marketers go deep on digital marketing, artificial intelligence and much more, across the Middle East, Africa and Türkiye. It helps MMA members and the wider marketing community keep up with the latest in modern marketing and build real competence, in one place.
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Free webinars
Uninterrupted programming, season after season, with partners from across the industry.
Explore - 02
2-Minute Learn & Apply
Short videos and the MMA Dictionary, always on and free.
Explore - 03
Research & Insight
Reports and playbooks from MMA research, free to read.
Explore - 04
University collaborations
Executive certificates with Emeritus and business schools such as Northwestern Kellogg and MIT.
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Industry collaborations
On-the-ground digital training with SEM, and live sessions with partners such as Mimeda, Social Famous and Adin.ai.
Explore - 06
The Masterclass
A limited-seat executive series for CMOs and board-level leaders.
Explore
Who it is for
- Marketers and teams who want working skills, not just theory.
- MMA members and non-members. Open learning and the Open Water certificates are free for everyone.
- Directors, senior leaders and CMOs who want a certificate or a closed room.
Learning partners
Also with Mimeda, Social Famous, Adin.ai and more.
MMA Academy calendar
Upcoming Academy webinars.
October 2026
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October themeQ4’te Çifte Oyun: Hem Sat Hem Anlat
Retail Media ve Creator Economy webinarları: Q4’te iki trend, tek sahne.
MMA Academy MEA
Choose your depth.
Four ways to learn with MMA Academy MEA, from free open learning to a limited-seat Masterclass. Pick the depth that fits you.
01 The Surface
Free for members and non-members at every level: webinars, 2-Minute Learn & Apply, the MMA Dictionary and the Library.
02 The Open Water
Free certification programs that let you descend without a guide, such as the MarTech Certificate.
03 The Depths
Paid certification programs with Emeritus and SEM, for directors, senior leaders and marketing experts.
04 The Lighthouse
The Masterclass: closed, limited-seat sessions with Dr. Tawfik Jelassi for executive managers.
With 
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Events across MEA
Meet the alliance in person.
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Image slot · 16:9Event archive (34)
- MMA MENA CONNECT Roundtable, DubaiDubai, United Arab Emirates
- MMA CONNECT – Heidi Brauer Book LaunchJohannesburg (Sandton), South Africa
- MMA CONNECT Johannesburg + CMOSummitJohannesburg (Sandton), South Africa
- CMO CONNECT ROUNDTABLE | RIYADHRiyadh, Saudi Arabia
- MMA SA SMARTIES AWARDS 2026Johannesburg (Sandton), South Africa
- MMA SA NEXT! CONFERENCE '26Johannesburg (Sandton), South Africa
- MMA CMO AI Transformation Summit Africa | 20 MAY 2026 | JOHANNESBURGJohannesburg (Sandton), South Africa
- SMARTIES RENDEZVOUS ISTANBUL 2026Istanbul, Türkiye
- MMA NEXT! CONFERENCE | ISTANBUL 2026 - Collective Pulse: Powered by AIIstanbul, Türkiye
- MMA MENA CMO CONNECTOnline
- MMA MENA CMO CONNECT | DinnerDubai, United Arab Emirates
- MMA South Africa | Retail Media Taskforce WorkshopJohannesburg (Sandton), South Africa
- SMARTIES MEA Awards 2025Online
- MMA NEXT! Conference | Istanbul 2025Istanbul, Türkiye
- SMARTIES Awards Türkiye Gala Ceremony '25Istanbul, Türkiye
- PRESMARTIES CONNECT 2025Istanbul, Türkiye
- SMARTIES Sub-Saharan Africa Awards 2025Johannesburg (Sandton), South Africa
- SMARTIES SSA UNPLUGGED 2025Cape Town, South Africa
- SMARTIES KSA AWARDS Gala '25Riyadh, Saudi Arabia
- MMA NEXT! CONFERENCE Riyadh November '25Riyadh, Saudi Arabia
- MMA NEXT! Conference DubaiDubai, United Arab Emirates
- MMA CONNECT South Africa 2025Johannesburg (Sandton), South Africa
- MMA CMO CONNECT DINNER 9 SEPTEMBER 2025 | JOHANNESBURGJohannesburg (Sandton), South Africa
- SUMMER CONNECT ISTANBUL 2025Istanbul, Türkiye
- MMA NEXT! CONFERENCE - MarTech EditionIstanbul, Türkiye
- SMARTIES MENA Awards Gala '25Dubai, United Arab Emirates
- NEXT! Conference Dubai May '25Dubai, United Arab Emirates
- MMA SA SMARTIES AWARDS 2025Johannesburg (Sandton), South Africa
- MMA SA NEXT! CONFERENCE 2025Johannesburg (Sandton), South Africa
- MMA CMO CONNECT DINNER 7 MAY 2025 | JOHANNESBURGJohannesburg (Sandton), South Africa
- MMA NEXT! Conference Riyadh April '25Riyadh, Saudi Arabia
- MMA CMO CONNECT DINNER - 6 MARCH 2025 | CAPE TOWNCape Town, South Africa
- MMA NEXT! Conference RiyadhRiyadh, Saudi Arabia
- MMA NEXT! Conference Dubai February '25Dubai, United Arab Emirates
Learn with the alliance
Marketing + Media Alliance Webinars
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Image slot · 16:9Oct30
GLOBAL WEBINARHow do you actually measure the ROI of GEO — and what are you even measuring?
RegisterWebinar archive (28)
- Does your data structure determine your AI visibility?Dr. Michael Pettiette, Evan Bailyn, Andrew Warden +1 more
- How to Scale Creative IntelligenceKay Vizon, Anne DiFilippo, Alex Collmer +1 more
- Should GEO live inside SEO, or is it a separate discipline?Dr. Michael Pettiette, Peter Sloterdyk, Anda Gansca +3 more
- Is AI helping or hurting your brand’s reputation — and how do you know?Dr. Michael Pettiette, Alex Sherman, Noha Abdalla +2 more
- Can you actively shape how AI talks about you — and what’s the evidence?Dr. Michael Pettiette, Nick Lafferty, Andrea Saporito +4 more
- Agentic AI in CX: How Enterprise Leaders Are Reimagining Customer Journeys, Service, and GrowthThought Leadership Partner, Managing Director & BOD Member, MMA India, Head - CX, CRM, Consumer Care & Data, L’Oreal India +2 more
- How visible is your brand in AI, and how do you measure it at scale?Dr. Michael Pettiette, Justin Inman, Sarah Warzecha +3 more
- How AI is Rewriting SearchDr. Michael Pettiette, Jim Lecinski, Vassilis Bakopoulos +5 more
- MMA MENA Clarity Session: When You Can’t Wait: How Do You Make the Call?
- MMA MENA Clarity Session: When Influence Isn’t Enough, What Builds Trust?
- MMA MENA Clarity Session: Where Should the Money Go Now? Rethinking Media, Spend, and Impact
- MMA MENA Clarity Session: When Teams Are Stretched, What Sustains Performance?
- MMA MENA Clarity Session: When Data Conflicts, What Drives the Decision?
- Beyond AI Pilots: Proving Business Value in Marketing & CXWebinar Partner:
- Built to Report, Not to Drive: How Marketers Make Decisions (and What Separates the Top 30%)Webinar Partner:, Chief Analytics Officer, Marketbridge, SVP, Head of Industry Research, Marketing + Media Alliance +3 more
- The Future of Work in MarketingRex Briggs, Caleb Briggs
- Multi-Agent NetworksRex Briggs, Caleb Briggs
- Agentic Workflows & EvaluationsRex Briggs, Caleb Briggs
- AgentsRex Briggs, Caleb Briggs
- Influencer Marketing in the UAE: Are You Compliant?
- Back to Retail: Okula ve Şehre Dönüş Sezonunda Perakende Medya'da Doğru Kurgu
- Decoding Retail Media: Essentials for Marketing Professionals
- SMARTIES UNPLUGGED - 25 June
- AI & GenAI in Action: Legal Insights
- Accelerate Marketing Strategy: AI Agents for Persona Mapping and Content Planning
- 3. Action – The Ultimate Guide to Interactive Mobile Video Ads
- 2. Consideration – Cooperative Moments and the Attention They Harness
- 1. Awareness – The Opportunity and Necessity of Using Mobile Games in Your Media Mix
Research and reports
Evidence you can lead with.
In the field now
Image slot · 4:5In field
Brand Accountability Study 26
The brands that can be measured are the brands that can be defended.
Now in field across Türkiye, MENA and South Africa, in partnership with Kantar. Part of MMA Future Labs, from the Marketing Attribution Think Tank (MATT).
- Türkiye
- MENA
- South Africa
With Kantar · MATT, Future Labs
Latest reports
Image slot · 16:9MMA Retail Media Measurement & Market Definitions Guide (MMA South Africa Retail Media A-Z)
Practitioner glossary from the MMA South Africa Retail Media Task Force defining retail media terms, metrics and formulas, from ad inventory and attribution windows to CPA, CPC and closed-loop measurement.
Image slot · 16:9The Modern Gaming Marketing Playbook
Six-move framework for gaming strategy built from six MMA Academy webinars: map the occasion window, mine first-party data, design experiences players join, scale creative with AI, forge ecosystem alliances, measure the whole circle.
Image slot · 16:9Cannes Lions 2026: Rekabet Avantaji Yer Degistirdi (MMA Icgoru Raporu)
Turkish edition of the MMA insight report on Cannes Lions 2026 (13,000+ delegates from 92 countries): once AI handles capacity, competitive advantage has shifted to human capabilities. Read through Global, MEA and Türkiye lenses.
Research
Image slot · 16:9Speed Without a Route: Türkiye's AI Paradox (Rotasiz Hiz)
MMA Academy's first Deep Dive commentary on the AI Adoption Study 25: Türkiye leads the region in AI awareness (72%) while 36% of marketing leaders report fragmented or absent AI roadmaps.
Image slot · 16:9MMA AI Adoption Study 25 | MEA
Joint MMA Academy and Kantar Insight study of AI in marketing and CX across Türkiye, MENA and South Africa, based on interviews with 115 CMOs and senior marketers (Türkiye 39, MENA 42, South Africa 34).
Image slot · 16:9MMA AI Adoption Study 25 | Türkiye
Türkiye cut of the MMA Academy x Kantar Insight study: AI awareness and adoption stages, priority use cases, impact measurement and organizational readiness among CMOs and senior marketers.
Playbook
CMO Resilience Playbook
An executive playbook from the MMA MEA Board Briefing 2026 for CMOs navigating structural change: a strategic matrix, eight strategic plays and a 90-day execution agenda.
- Three shifts: from prediction to sensing, from affection to reliability, from side-kick to navigator.
- Four strategic shifts, from volume to profit and from broad awareness to absolute trust.
- A resilience map for the Gulf, Türkiye and Africa.
- AI as a resilience engine, with a 90-day agenda in three phases.
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MMA Dictionary
Learn the language that moves marketing. 300+ terms, from retail media to AI, explained in plain language.
- Fashiontainment
- AEO
- AI Orchestrator
- Change Agent
- UID2
- MOSTT
Join the alliance
Lean in. Lead the industry.
Join the alliance that is pushing the limits of marketing for yourself, your business, and the future.
Join the alliance