WHAT SETS YOU APART AS A CREATIVE AGENCY?
Dentsu has a concept of creative craft which is very focused on experience, culture and audience engagement. We’re a young network – and we work with a lot of young brands – which means we are agile and able to forge a new path for what a creative network can and should be.
In MENA, we are focused on building on a unique offering that delivers branding, strategy and experience design to change behaviour and invent new possibilities through the power of horizontal creativity.
HOW IS THE ROLE OF YOUR AGENCY CHANGING?
Today’s marketers are acutely conscious of the need to connect technology and creativity, craft and commerce. But there is also a desperate need for brands to build cultural capital – the stark reality is that we live in an age of overwhelm where brands are finding it increasingly difficult to form meaningful connections with their audiences. Our role is to bridge this gap.
WHAT CHALLENGES DO YOU PREDICT FOR THE YEAR AHEAD?
Audiences are changing: They have new expectations, new behaviours, and new values – their expectations are sky high and while their attention is polarised, they can dive deeper than ever into the things they love and find it easier than ever to ignore the things they don’t. This creates a big challenge for brands and their agencies; engage or be ignored.
HOW WILL TECHNOLOGY AFFECT YOUR INDUSTRY IN 2024?
The industry is embracing new interfaces from voice to gesture, AR to AI, blurring the boundaries between on and offline, content and commerce, and enabling ideas that are distinctive, delightful, and disarmingly human.
WHAT ARE THE BIGGEST TRENDS CHANGING YOUR INDUSTRY TODAY?
The biggest industry trend today centres around the fusion of AI technology with creativity, revolutionising how brands engage with audiences. AI-driven tools are redefining the creative process, empowering advertisers to craft more impactful and innovative campaigns.
From generating compelling copy to designing visually stunning assets, AI algorithms are augmenting human creativity, offering fresh insights and ideas to captivate consumers.
-By Ziad Ghorayeb, Regional MD, Dentsu Creative, MENA
