posted on Aug. 20, 2024 at 1:31 pmAug 21, 2024

Creativity in a fragmented media landscape

posted on Aug. 20, 2024 at 1:31 pmAug 21, 2024

Campaign Middle East speaks to experts in the advertising industry who suggest how creatives can navigate the fragmented media landscape.

Fragmented media landscape; Image by Gerd Altmann from Pixabay

A fragmented media landscape is a tough environment to create in. It’s common knowledge that the options are endless for audiences to choose a go-to medium to consume their daily messaging.

Zahir Mirza, Executive Creative Director at C2 Comms said, “There is fragmentation and convergence all happening at the same time. It is messy in parts but it’s beautiful. It’s the world we live in.”

“The Middle East media landscape fragmentation is largely a result of its unique position as the gateway between East and West combined with its own language and cul

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Tags:Advertising AI channels creativity fragmented James Kaye media Zahir Mirza

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.