By Elie Khouri, chairman of Omnicom Media Group MENA
Over the past few years, I have engaged in the perilous game of making predictions for the MENA marketing and communications industry. Perilous because, more than ever, the whole ecosystem is tied to brands’ market performance, which in turn is linked to the region’s geo-political and economic developments. And therein lies the problem with forecasting in our region, where tensions flare up at the flick of a tweet and confidence plummets as rockets fall on oil facilities. The only thing we can safely predict is unpredictability.
There are deep-seated trends under this volatility. One of them is that marketing is changing, as are
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