Ramzy Abouchacra, Media Practice President, dentsu MENA.Sometimes it helps to state the obvious: audiences are just people going about their lives with all the emotions, distractions, decisions and moments that come with it.
We all have moments, good ones, bad ones and distracted ones. Sometimes we buy because we like something, sometimes because we need to and sometimes simply because a friend did. None of these fit neatly into a box.
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Even the idea of identity starts to fall apart when you think about it. Any parent knows t
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