Sebastian Roland, head of strategy and planning, Impact BBDO Dubai
What were the biggest shifts you saw in digital in 2021?
In many ways, we can classify 2021 as the year of reaction to 2020’s year of unprecedented change. In 2020 consumers had, out of necessity, lead the charge in adopting digital technology in their lives and in 2021 we saw the marketing profession play catch up. Marketing budgets were realigned; not only moving to online media but also upgrading digital experiences to meet the now incredibly high expectations of the user. We saw a scramble to have brands present in new channels that had really c
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