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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