Jad Rabahi, Managing Director, Impact BBDO – UAE discusses partnerships within the industry.
In recent years, the client-agency relationship has become increasingly transactional. Many collaborations have been reduced to task execution, with agencies often seen as service providers rather than strategic partners. This transactional approach may meet immediate goals but limits what brands and agencies can achieve together, especially in a dynamic region like the Middle East.
As audiences crave authenticity and brands seek deeper connections, it’s essential to reestablish the client-agency relationship as a true partn
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