By Ailidh Smylie, head of strategy at Socialize.
Against the backdrop of declining global ad spends the question of how commercial entities can, and should, communicate during Covid-19 has been met with uncertainty. As brands and marketers scrupulously rework strategies, we see influencers and content creators adapting in real time, connecting with their unique audiences in ways they haven’t before.
As global head of cultural insights at We Are Social Lore Oxford explains, “Influencers and creators are uniquely valuable during this time – not just as marketing channels, but as conduits of audience understanding.”
We’ve spoken to numerous Middle Eastern creators, across a variet
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