Tarek Esper, Managing Director at SOCIALEYEZ.Once upon a time, the agency relationship was simple. A brief came in. The work went out. Success was measured by how strong the output was and how reliably it was delivered. For a long time, that model worked. The lines were clear, the expectations were manageable and as long as the work was good, everyone moved forward.
Today, it doesn’t work. And most people in the industry know it.
Across the Middle East, brands are operating in faster, more exposed environments than at any point in recent memory. The pressure starts earlier in the process. Decisions carry more weight. The margin between a campaign that lands and one that misses has narrowed and the cost of getting it wrong, commercially,
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