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Marketing & Media#BehindtheIMC | MENAT Publicis Groupe’s Tahaab Rais: Marketers are the observers of humanity
Danette Breitenbach 5 Jun 2026






There is a direct correlation between accountability and high performance, the higher the accountability, the higher the performance.
Let’s explore exactly what accountability is: Accountability is about employees taking ownership of their job, their tasks and their deliverables.
To hold somebody accountable means to ask them why they did or didn’t do something, this implies asking questions. Asking questions is much more effective that “telling” somebody something for a variety of reasons.
So, what should you hold your people accountable to?
From experience, the business owners that don’t hold their people accountable don’t do it for some of the following reasons: