Georges Zakkour is senior agency trading and partnership director, DMS (part of Choueiri Group)
Looking at the Covid-19 situation, the market is shifting in a lot of ways, as market forces are asserting pressure on organisational structures and practices to become more agile and reactive.
Looking at the immediate short term, most changes thus far have been brought about very spontaneously, including brands across the industry engaged in cost-cutting. This solution has been simplistic, effective and obviously aimed at preserving P&Ls to remain as healthy as possible. But there is a massive downside to this approach in the l
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