Mariam Raafat, Managing Director, Wavemaker Egypt
As media evolved in modern culture to become more and more complex, there has been a dire need for the formation of independent media entities away from the communication agencies. Over the years, those entities shaped up to hold the tools, knowledge and research that enable clients to win with products, boost their sales and drive productivity, making them an integral part of any client business.
However, what has been happening recently is that most of the big conglomerates that held media expertise across the years have started to weaken and get diluted, driving
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