By Jochen Bischoff, head of consumer business partnerships MENA, global business solutions, TikTok
As communities across the globe prepare for a month of togetherness this Ramadan, advertisers and marketers are concurrently looking at how to best reach these communities, without disrupting their experience, and in a way that represents the true essence of the Holy Month. The importance of Ramadan cannot be overstated for brands in the region, and over a third of yearly marketing budgets are being used to advertise during this key moment. But can brands truly connect with the diverse set of communities who observe and celebrate the Holy Month? Can they really belong?
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