Bara’a Hussein, Saudi Based - Brand Communication DirectorIn an age where audiences can swipe, skip, or scroll faster than most brands can speak, the old model of advertising simply does not work anymore. People no longer wait for messages. They choose them. They decide what to see, what to ignore, and who earns their attention.
And that is the point: attention today is earned, not bought.
When brands still interrupt people with forced messaging, they are not communicating, they are intruding. Advertising feels boring not because creativity has run out, but because the way we approach people has not evolved with them.
Power has shifted forever
There was a time when brands owned the airwaves and audiences had no choice but to listen. Those days are g
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