By Lamiya Boumlaki, CEO, Mindshare MENA
In 2023, media agencies must answer a critical question: Do we have what it takes to not merely survive but thrive in the new marketing economy?
I believe the answer is a solid yes – if we deliver product-people-partner transformation.
After 23 years on the client side, I know how extensively brand needs have evolved and how quickly they continue to evolve. Today’s new client brief combines digital, media, creative and tech, and prioritises owning customer relationships and engaging with diverse consumer voices, real-time activation, ever-higher performance standards, lower complexity and internal capacity building.
Agencies, in t
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