The recent unprecedented crisis spurred us all out of our comfort zones, much faster than anticipated.
Overnight, the world and the economy as we know it did a complete shift. Shopper behaviour changed, consumers slashed their spending, e-commerce platforms grew faster, there was more focus on health and (inherently) wealth, brands were being more mindful of budgets and marketers were challenged to fight becoming obsolete.
But there was an even more important learning for us marcomms professionals. In a highly evolving market like the Middle East, we have been presented with an opportunity to evaluate the environment, leverage insights and assist brands more than ever to curate smarter inte
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