Podcasting in MENA is not just growing, it’s maturing, says Create Group’s Mukaddam.
For years, brands in MENA have spoken at audiences; through TV, digital, outdoor, and with the right message, the right timing, and the right data. But what happens when people stop trusting the voice of the brand and start craving something real? Something unfiltered? That’s where audio enters the chat.
Something about this lo-fi medium seems to spark authenticity…something about stripping away the layers of overly scripted content, and returning back to the most base of human activities, the lost art of conversation, se
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