By Avi Bhojani, group CEO, BPG
As we welcome 2023 with ‘meta-optimism’ in the GCC, we can expect it to be the best year yet for the regional marcomms industry. The GCC’s economy is witnessing a renaissance on the back of stable hydrocarbons prices, reforms that attract a totally new genre of expats and consumption particularly of high value purchases – at an all-time high.
Here are some of my predictions for 2023.
Content over performance marketing
At the onset of Covid-19 three years ago, the world pivoted to digital channels for consumption of news, products and services. Most marketers shifted their marcomms dollars to performance marketing and digital media, most often at t
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