By Tariq Al-Sharabi, Managing Director of Cicero & Bernay Communication Consultancy
TIKKING AND FASTING
Ramadan is one of the Arab world’s most anticipated seasons for its noble values and the sentiments of togetherness it evokes. This makes it a period of importance for communication agencies seeking to capitalise on its inevitably resulting trends.
However, a winning Ramadan strategy is not just rooted in context.
It is easy for a brand to simply communicate talking points or product offerings. However, that would risk them sounding tone-deaf at a time when community outreach and authentic conversations are the rules of the day.
Nuance is a factor that
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