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Once upon a time in Ramadan, by PHD’s Daniel Shepherd

It might be tempting to focus on efficiency at the sharp end of the marketing funnel, writes PHD’s Daniel Shepherd. But it would be a mistake to ignore the crucial tradition of storytelling.

By Daniel Shepherd, head of strategy and specialised services, PHD UAE

Covid has done strange things to our perception of time. Like an old bike wheel, bent out of shape, the time has ceased to roll gently forward – rather slowing down and speeding up at random.
Days in lockdown lasted aeons, months passed in a blur. Quarterly milestones came and went while Zoom quizzes back home with family went on for what felt like a lifetime.
Nevertheless, four hundred years ago unequivocally seems like a long time in the past. Even Myspace wasn’t around then. And the dollar, let alone Bitcoin were distant, unimaginable concepts when Tahir Shah wrote, “stories are a communal currency of humanity”, in


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