With digital, social and data capabilities becoming central to the narrative of media agencies today, you might be forgiven for thinking the industry has transformed completely in recent years, leaving no trace of what it was when media buying units split from creative agencies some two decades ago. But not so, says Filip Jabbour, CEO of Group M MENA
“In essence we still do what we used to do five or 10 years ago – even 24 years ago, when I started this path, this journey,” he says.
Jabbour spent a large chunk of those years in the Middle East at Leo Burnett and Starcom, before moving to North America with Publicis Groupe in 2012. He was lured back three years ago to be tasked wit
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