Ashish Verma, Global Head of Bloomberg Media Studios discusses smart storytelling at the Athar Festival in Riyadh.
Brands across the Middle East, especially in Saudi Arabia, have been focusing heavily on forging deeper, more meaningful connections with their local and regional audiences.
In order to achieve this and differentiate themselves in a competitive and crowded landscape, brands have been exploring routes to humanise their identity and align their values with those of their consumer by turning to value-driven storytelling and culturally sensitive narratives.
At the recent Athar – Saudi Festival of Creativity held in
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