Jon Holloway, Managing Director, AKQA MENA.If you buy creativity like stationery, don’t be surprised when it performs like office supplies. The Middle East and North Africa (MENA) region isn’t short on ambition; in fact, it’s the most ambitious marketing region in the world. New brands, new sectors, new destinations and new expectations. Clients want standout work. They want cultural relevance, commercial impact, modern brand systems, smarter experiences and ideas that can cut through in an increasingly noisy market.
But these ambitions and these transformational services are being acquired through systems designed for unbreakable caution.
A huge contradiction lies at the heart of MENA’s procurement and pitching problem.
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
