Melis Ertem, MMA Global, MENA CEOThe relationship between data and creativity in marketing has never been more critical for brands. As the industry evolves, marketers are increasingly recognising that the fusion of analytical insights with bold creative execution is the key to resonating with audiences.
Across the region, award platforms such as Athar Awards, Dubai Lynx and Smarties Awards are celebrating campaigns that seamlessly integrate data with storytelling, proving that marketing success is no longer about choosing between art and science; it’s about embracing both.
Power of data-driven creativity
Consumers expect hyper-personalised experiences that speak directly to their needs, values, and aspirations. Accordin
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