By Shadi Kandil, CEO, IPG Mediabrands, Middle East, North Africa and Turkey
Like many industries around the globe, the media industry has been battling strong headwinds for many years now. Disruption has cut deep into its structure and has changed the landscape forever. Looking back on the past five years, the media industry was among the very first to be affected by the explosive growth of the tech platforms and to witness network effects taking their toll on the ecosystem.
The new conditions for success have driven major shifts in wealth from established incumbents to new and emerging players. In this era, value creation has become dependent on the imperative to digitally transform and
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