Mahmoud K. Youssef, Managing Director, MKY CommunicationsIntegrated marketing has long promised a unified experience across touchpoints. In theory, it’s a seamless orchestration of creative, messaging, and media that meets the consumer wherever they are. In practice — especially in the evolving markets of the Middle East and North Africa (MENA) — that promise is rarely kept.
Today’s MENA consumer is digitally native, culturally layered, and chronically fatigued by content. And yet, the traditional Integrated Marketing Communications (IMC) playbook often fails to adapt. Campaigns are integrated in format, not in meaning. Visuals align, hashtags repeat, platforms sync—but the message fragments. The result? Repetition without resonance.
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