Dubai, United Arab Emirates – A new era of evidence-based marketing decision-making is arriving in the Middle East with the most advanced AI-led marketing diagnostic tool developed for private equity investment and business value creation, now adapted for technical and scientific marketing evaluation.
Originally designed to support Private Equity firms in accelerating portfolio performance, The Marketing Lab’s platform brings a rigorous, analytical framework to diagnosing marketing effectiveness across businesses of any size, sector, or geography.
Unlike traditional consultancy approaches, The Marketing Lab can now combine technical AI analysis with human CMO expertise and interpretation to evaluate marketing performance across 27 distinct marketing levers, structured into three core categories: Product, Brand, and Digital marketing. Each lever is assessed, benchmarked against a defined competitor set, and assigned a clear colour-coded grading to highlight strengths, weaknesses, and missed opportunities.
Through this diagnostic process TML determine—scientifically and objectively—whether each marketing lever is correctly engaged, partially activated, or entirely absent. The analysis is then run in parallel against key competitors to reveal relative advantage, underperformance, and sources of competitive edge.
Crucially, using AI, the platform can be deployed without access to proprietary or confidential company data, allowing rapid, independent evaluation of any business globally. The resulting insights explain not only what is underperforming, but why, and provide precise remedial actions required to correct course.
The Marketing Lab delivers a clear pathway to marketing optimisation, brand strengthening, and enterprise value growth—complete with timelines and modelled commercial returns—at a fraction of the cost and time associated with traditional consulting engagements. With the launch in the Middle East, TML sets a new benchmark for how marketing performance is evaluated—moving the discipline from intuition and opinion to evidence, precision, and measurable return.
Delivered to the Middle East Through a Strategic Collaboration
The platform was created by Bridge F61 in London, a leading value creation partner for the PE industry since 2018. Launched at PE Insights in November 2025, the algorithm was borne out of hundreds of marketing assignments by the founders and has now analysed almost a thousand companies and brands including Microsoft, O2, Tesco, Emirates, Intel, Piaget, and Peroni—providing decision-makers with a level of clarity and precision rarely achieved in marketing evaluation.
The Marketing Lab was founded through 18 years collective experience in UAE and Saudi to reintroduce rigour, discipline, and accountability into marketing and brand strategy. From this we design integrated brand, content, platform, partnership, and experience ecosystems that link strategy to measurable commercial outcomes. We govern and guide delivery—auditing, prioritising, and steering partners—rather than executing each marketing discipline ourselves.
Together the team comprises seasoned technology, data, and marketing leaders with deep experience working alongside private equity firms and global brands.
Leadership Perspective
Founder of The Marketing Lab, John Speers added: “Marketing without diagnostics is guesswork. The Middle East stands to benefit significantly from deeper understanding before execution. We adopt a AI-led scientific, not opinion-based approach—clearly identifying what is working, what is not, and the precise steps required to build stronger local brands and more valuable businesses.”
Partner of The Marketing Lab Charlie Beauchamp: “We have seen first-hand what is missing when it comes to applying scientific analysis to marketing. Globally the market traction to date has been exceptional and, having operated in the Middle East for over 15 years, guiding many public and private sector clients, we look forward to seeing the additional value creation this brings.”
The Output
Clients receive a 40+ page in-depth analytical report, covering both the organisation and its competitive landscape. The report details where and why brands outperform or underperform across all 27 marketing levers, supported by:
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- Clear benchmarking against competitors
- Root-cause analysis of underperformance
- Defined remedial actions
- A structured 12-month improvement roadmap
- An immediate 100-day action plan to drive early impact
The Outcome
The Marketing Lab delivers tangible, decision-ready outputs, including:
- Independent, objective insight to align leadership teams
- A prioritised roadmap for value creation
- Improved efficiency of marketing investment and resource allocation
- Clear direction on where to invest, optimise, or stop activity altogether
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