By Tony Rouhana, vice-president – Saudi Arabia and Levant, FCB Global
Plenty of international brands believe social media works the same way around the world. However, it is significantly unique in the digital arena. While it is true that the world speaks the same social media language, usage involves sudden spikes in trends.
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However, when we look at it deeper, on a local market level, it’s different. The strings that shap
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