By Abdelnabi Alaeddine – Regional director – digital planning and investment at UM
Working in media was always exciting to everyone as innovation was always at the core of advertising. Media experts used to be recognised as the driving force of innovation, but somehow in the last few years this energy has largely faded away. Agencies used to compete against each other to come up with the craziest and most advanced ideas across media, creative and partnerships.
During and post-pandemic, we observed a change in strategy with brands increasingly focused on maximising revenue and ROAS through lower funnel media activations.
With this change in approach, planners started
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