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 our strategies, focusing on creating more engaging, bite-sized content that resonates with these audiences while ensuring we leverage data-driven insights to optimise reach and effectiveness.
In 2025, the key to strengthening client trust will rest upon …
Transparency and authenticity will be paramount. Clients are looking for agencies that not only provide results but also foster open communication about strategies and outcomes. By sharing insights and data in real-time, we can build stronger relationships based on trust, ensuring that clients feel confident in our partnership and the direction we’re taking
their brands.
Often underplayed, could you share your comments on the power of teamwork and the scale and skill of your teams?
Teamwork is our cornerstone. At Carat MENA, we pride ourselves on having diverse teams that bring a wealth of perspectives and expertise. This collaborative spirit enables us to tackle complex challenges creatively and effectively. Our scale allows us to leverage global insights while our skilled professionals ensure that each campaign is tailored to our clients’ unique needs, driving impactful results.
What is your take on the rise of agentic AI in 2025 and its effect on the media industry?
Agentic AI is transforming the media landscape by enabling more personalised and efficient audience targeting. As this technology matures, it will empower us to make data-driven decisions at unprecedented speeds, enhancing our ability to connect brands with consumers. However, it’s crucial to balance automation with the human touch, ensuring that creativity and empathy remain central to our strategies.
How can the collaborative environment between clients and agencies improve?
Enhancing collaboration requires establishing clear communication channels and encouraging ongoing dialogue. Regular check-ins and brainstorming sessions can foster a more integrated approach, ensuring that both clients and agencies are aligned on goals and strategies. By co-creating solutions and sharing insights, we can drive innovation and achieve better results together.
How important will it be for media agency leaders to be bold and push boundaries a bit further in the months ahead?
Boldness will be essential as we navigate an evolving media landscape. Leaders must be willing to embrace change and take calculated risks to explore new opportunities. Pushing boundaries not only fosters innovation but also positions us as thought leaders in the industry. As we face new challenges, being proactive and visionary will be critical in driving growth and delivering exceptional value to our clients.
By, Fiona Black, Managing Director, Carat.
