Middle East audiences have made their expectations from brands and campaigns extremely clear: They are demanding authenticity, genuine value, and brand purpose within a brand’s positioning and messaging.
While traditional marketing comprised a laser focus on the 7Ps of marketing, including product, price, place, promotion, people, process, and physical evidence, the new era of marketing has also demanded a few more Ps such as purpose, personalisation, and co-creation partnerships.
However, getting purpose-led campaigns on point involves a concerted effort to prevent purpose-washing.
Nour Hamam, a marketer with mobile performance platform XY ads and the mother of a seven-year-old boy on th
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
