In this Industry Snapshot, Ziad Ghorayeb, CEO of Dentsu Creative shares his perspective on what truly sets agencies apart – creativity that moves business, not just wins awards. From the fusion of local culture, craft, and commerce to the power of AI-driven creativity with human soul, he explores the shifts shaping the industry.
As the number of creative agencies continues to grow in 2025, what factors are key to distinctiveness and differentiation in a crowded and competitive market?
It’s always been about the craft, but here’s the uncomfortable truth: too many agencies have watered it down. They chase trends, lean on AI prompts, and call it creativity. True craft, the kind that sto
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