Fiona Black, Managing Director, Carat.In this Industry Snapshot, Carat’s Fiona Black writes on how agentic AI is now enabling more personalised audience targeting, shifting the approach to connecting brands with consumers within the media landscape.
She also touches on topics of client trust, teamwork and leadership within media agencies in the region.
What are the major shifts in media consumption patterns over the past 12 months, and how have these affected your strategies?
Over the past year, we’ve seen a significant acceleration in digital consumption, particularly among younger demographics who are increasingly prioritising short-form content across platforms like TikTok and Instagram. This shift has prompted us to enhance o
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