https://youtu.be/_5WSIq3YAHI
On the latest episode of Campaign Middle East’s On The Record podcast, Ahmed El Gamal, an Executive Director of Marketing with more than 15 years of experience within the brand and marketing industry, who discusses the tug of war between brand and performance; the move past transactional agency-client relationships and the uberification of services; and the importance of knowing how and when to jump on the bandwagon of trends without placing brand safety and brand consistency at risk.
El Gamal reveals that the Middle East brand and marketing industry has, indeed, been overcorrecting towards performance, taking examples of brands such as Airbnb that have great
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