TITLE: Managing Director, Horizon FCB
YEARS IN THE ROLE: 3 years
YEARS IN THE INDUSTRY: Around 20 years
YEARS IN THE MIDDLE EAST REGION: Entire lifetime
POWER ESSAY: NEED OF THE HOUR – CRACKING THE GEN Z CODE
It’s no secret that the advertising landscape is continuously changing. Advertising in the Middle East specifically is experiencing a transformative phase, driven by rapid digitalisation and steered by a new generation.
And there is no surprise there. Young people are, and will always be, the advocates and drivers of change. In our region, young people are the largest and one of the fast-growing demographics, so they naturally play a pivotal role in shaping the advertising sce
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