Rasha Rteil, Managing Director, Hearts & Science MENA on the need for digital fluency across all departments
In an era where banking and entertainment are fully digital, it’s puzzling that some agencies still treat ‘digital’ like a quirky cousin at a family reunion—isolated and sidelined. Back in the early 2000s, when brands were cautiously entering the digital space, having specialised digital teams made sense. However, as consumer behaviour has evolved, this outdated separation is holding agencies back from meeting clients’ needs in a fast-paced environment.
Digital media entered the advertising scene as a n
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