‘Cutting through the clutter requires precision and value’

posted on Aug. 27, 2024 at 11:37 amAug 27, 2024

Cicero and Bernay's Tariq Al Sharabi talks about how cutting through the clutter is important to cement value in communication strategies.

Tariq Al Sharabi, Managing Director, Cicero and Bernay.

What are the top three changes that you have witnessed within the PR industry over the past year?

In the last twelve months, the communication industry in the MENA region has seen key advancements rather than entirely new shifts. Number one, digital-first strategies have continued to evolve, reaching new levels of intricacy.

While the digitalisation of comms has been in progress for several years, particularly accelerating before and during COVID, it has now become deeply ingrained in our daily operations, with integrated platforms, tools, and analytics form

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Tags:Agencies Cicero & Bernay Industry snapshot PR Tariq Al Sharabi

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.