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Anup Oommen
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Predictions 2025: The year ahead for media

Anup Oommen
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UM MENAT’s Joe Nicolas shares the secret recipe to success: turning complexity into clarity, noise into impact and transient moments into enduring strategies.

Joe Nicolas, CEO, UM MENAT on the year ahead for media in 2025Joe Nicolas, CEO, UM MENAT

Let’s call 2024 what it really was, an intense year for the media industry when buzzwords such as artificial intelligence, automation and martech dominated our conversations and challenged the core of our business and the purpose of our craft.
This intensity was felt throughout the year leading up to December when the news of the Omnicom-IPG merger was announced – a move that signals the dawn of a new era in media.
These defining moments of the past year now serve as powerful indicators of the transformative trends shaping 2025.

The scale imperative
We’re entering an era when size isn’t just about market leverage – it’s about survival. The proliferation of platforms and solutions has cr


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Tags:AIArtificial IntelligencecommunicationConversationdatagamingIntelligenceJoe NicolaspersonalisationplatformsprecisionPredictions 2025scaleThe year ahead for MediaUM MENAT
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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