Waseem Afzal

Augmented creative intelligence turns human ideas into scalable output: people set intent, AI amplifies pace and precision. This is the core of Fast Ventures’ model.

AI adoption MENA is accelerating across consumers, corporates, and government, setting the stage for competitive advantage in the region’s next growth cycle.

In the old model, marketers measured success by reach, impressions, and clicks. None of these matter if they do not move the business forward. The new rule is clear: media must be tied directly to revenue.

The signs are clear. The traditional marketing model, slow and output focused, is being replaced by something faster, smarter, and more integrated. In MENA, this shift is accelerating.

Data fragmentation is the hidden tax on growth in MENA marketing. Every channel measures performance differently, attribution is inconsistent, and insights are locked across multiple platforms. This makes it difficult to know what is working, what is wasted, and where to invest.

In a market moving as fast as MENA, waiting for a post campaign report is too late. Brands need to optimise while the campaign is still live.

The MENA advertising market is evolving. The traditional model of brief, buy, run, report has reached its limit. Growth now requires infrastructure.

I started in ad operations in 2004. No grand plan, just a strong desire to work hard, learn the ropes, and figure things out along the way. At that point, I didn’t have much. But I had something that mattered more, a deep respect for the craft and a willingness to be the least experienced person in the room. That taught me a lot. It still does.

Our industry loves a good debate. And over the past decade, we have been having one - around brand and performance. You either build emotional connections, or you drive measurable action. You either play the long game, or you deliver this quarter’s numbers. Pick a side.

As I stood in our newly expanded office during our recent Townhall, I couldn’t help but reflect on how far this journey as an entrepreneur has taken me; and how much farther we’re destined to go.

The truth? You are at a stage in your journey where you dont need to behave like a brand , and that’s OK.