Saleh Agha, Managing Director, OMD UAEAs we welcome 2025, it’s clear the media and advertising landscape in the Middle East continues to evolve. The patterns that began to emerge in 2024 – heightened consumer scepticism, an insistence on purpose and authenticity, and the mingling of physical and digital experiences – are now racing forward at full speed. For brands and media strategists, predicting the near future means understanding how three distinct generations –millennials, Gen Z and Gen Alpha – are reshaping the conversation and affecting how brands run their businesses.
Each generation has its own motivations, content preferences and platforms of choice, creating an environment where traditional formats and cutting
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