By Aasim Shaik, managing director, LPS
The year 2022 has been a year of dramatic recovery for the world, and particularly the MENA region, in the immediate post-pandemic period. Brands and platforms alike have driven the wave of positive macro-triggers. Expo 2020 and the World Cup were among the planned macro investments. In this regard, meeting room conversations in 2023 will centre around optimising the communications mix and plans to achieve results with lean spending. In this context, it will be rightful and timely that short-form video (SFV) platforms will dominate content and media: TikTok, Reels, Shorts and Snapchat. This will be the year when, for the first time, Instagram and Fa
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