by Strategic Collaborations in the Insights Industry: Powering Sustainable Brand Growth
Editor’s note: In the lead-up to MRMW MENA 2025 in Dubai, we are spotlighting thought leadership from our speakers. In this feature, Mohamed Soliman, Head of Marketing, Al Kabeer, Savola Group, shares how strategic collaborations in the insights industry are transforming the way brands grow—leveraging consumer understanding to unlock sustainable brand growth, blend data with intuition, and future-proof business in the dynamic MENA market.
MRMW: We are happy to have you with us. Without giving too much away – what is the core message of your talk at MRMW MENA and what would you like delegates to remember?
Mohamed: The core message of my talk is that in today’s hyper-connected, collaboration-driven landscape, brands must evolve their partnership strategy from being transactional and short-term to being strategic and enduring. The era of the one-off Limited-Time Offer (LTO) as the pinnacle of a brand collaboration is over. I want delegates to leave with a new mindset: that long-term, deeply integrated collaborations are not just about market buzz, but about building sustainable brand equity, unlocking new revenue streams, and future-proofing their business in a rapidly changing market.
MRMW: How has this impacted your own work and your organisation?
Mohamed: This shift has been central to my work over the years, particularly in fast-paced, competitive sectors. It’s about moving from tactical engagements to strategic platforms. A prime example from my current role at Al-Kabeer Group is our recent collaboration with the Bel Group to launch a ready-to-cook samosas filled with Kiri cheese. This wasn’t a seasonal gimmick; it was a powerful fusion of two highly trusted brands in the MENA market, based on a deep consumer insight about convenience and taste. By aligning our product expertise with their beloved ingredient brand, we created a new variant that became an instant staple. This collaborative SKU didn’t just generate a sales spike—it quickly became one of our top sellers of Samosa variants, demonstrating that a well-executed, long-term brand partnership can create a new pillar of growth for the business.
MRMW: In your experience, what are the biggest barriers to embedding insights as a commercial partner across the business, and how have you overcome them in your organisation?
Mohamed: The biggest barrier I’ve encountered is when insights are seen as a post-mortem report rather than a predictive, strategic tool. However, as an advocate of using knowledge to guide strategy, I also believe that research won’t always tell us everything. In today’s dynamic world, many factors affecting a brand’s success—like social media virality or a unique cultural moment—cannot be fully predicted by traditional research.
A great example is the viral rise of the Dubai Chocolate bar. What would traditional research have told us about its potential before its launch? It was a combination of a unique texture and flavor profile, a compelling visual for social media, and an authentic, grassroots story that a formal survey might have missed entirely. We have to learn to combine data and research with a marketer’s intuition and a deep sense of what consumers are feeling. The best insights professionals can balance the “what” from the data with the “why” that comes from human understanding, helping commercial partners make informed decisions and take calculated, intuitive risks.
MRMW: As with any region, what would you say are two opportunities to seize, and two challenges to overcome, that are particularly relevant in the MENA region?
Mohamed: Two major opportunities in the MENA region are the rapid adoption of digital platforms and the vibrant youth demographic. This allows for unparalleled direct engagement and the creation of highly personalized, “phygital” experiences that blend digital content with real-world activations. Brands that can authentically connect with the region’s digital-native consumers will win.
Two key challenges are fragmentation and cultural nuance. The MENA region is not a monolith; each market has its own unique cultural identity, consumer behaviours, and regulatory environment. A one-size-fits-all approach to marketing and collaboration is a recipe for failure. The second challenge is the high cost of media and influencer marketing, which makes strategic, long-term partnerships with a focus on maximizing ROI more critical than ever.
MRMW: If you could put out a call to external partners – agencies, technology, tools and/or tech stack providers – what can they do to support you better?
Mohamed: I would challenge them to move from being service providers to genuine strategic partners and business influencers. We need more partners who understand our business challenges just as well as we do and are prepared to bring proactive, consumer-centric solutions to the table.
MRMW: Outside of work, what should delegates talk to you about at MRMW MENA?
Mohamed: Beyond the marketing world, I’m passionate about exploring the unique culinary traditions and cuisines of different cultures. I’m also a huge animal lover—I’ve always had a special place in my heart for dogs, horses, and parrots. So, feel free to talk to me about anything from a favourite recipe you’ve discovered while traveling to your own furry or feathered friends.
MRMW: Thank you so much, Mohamed! We look forward to hearing more from you at MRMW MENA 2025!
🚀Driving CX Insights and Market Research in the Middle East
Merlien Institute is proud to bring its global MRMW conference series to Dubai in 2025! We are excited to host the 2nd MRMW in the MENA region, following strong demand from our community.
💡Join us on 26–27 November 2025 to explore the latest market research and CX strategies from senior leaders at global and regional brands. Hear from Mohamed Soliman, Head of Marketing – Al Kabeer Savola Group, as well as:
- Sayantan Sarkar – Head of Insight & Analytics, MENAP, Mondelez International
- Amanda Cano – VP, Head of UX and Design, Mashreq Bank
- Ankesh Agarwal – Director, Group Customer Experience, Majid Al Futtaim
… and many more!
Gain actionable insights into local trends, benchmark against global best practices, and learn from leading experts shaping the future of CX and market research. Register today to secure your place!
