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posted on Jan. 02, 2025 at 9:19 am

‘Challenges from 2024 will serve as catalysts for innovation’

posted on Jan. 02, 2025 at 9:19 am

GroupM MENA's CEO Amer El Hajj sums up the key learnings and themes from the past 12 months as we head into the New Year.

Amer El Hajj, CEO at GroupM MENA discusses learnings from 2024 before describing 2025 as a ‘year of evolution’.
2024 was not an easy year in the Middle East and North Africa. As a result, our industry faced significant challenges. We saw multinational brands face boycotts across the GCC, Levant and North African markets. Supply chain disruptions and inflated costs driven by rising shipping expenses further compounded the difficulties. And sharp shifts in Saudi Arabia’s spending priorities, the devaluation of the Egyptian pound, and persistent market inflation added to the complexities.
Major pitches amid uncertainty
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Tags:AI Amer el Hajj Artificial Intelligence Digital Transformation esports fandom gaming GroupM GroupM MENA localisation localised content measurement measurement standards media spending pitches regional agencies retail evolution

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.