Kamal Dimachkie is managing director UAE, Kuwait and Lower Gulf at Leo Burnett
Adapting advertising to emotions during downturns may help revive economies
“Financial meltdowns, slowdowns, recessions and storms have one thing in common: they send people scurrying for cover. This is a normal response to severe and sudden discomfort or pain brought about by a sudden turnaround of fortunes and a knee-jerk reaction to avoid discomfort, stop the pain or return to normal. Yet, while this reaction to seek shelter during a downpour may be reflexive and normal, it is not necessarily the best response. During hard times not many of us think of jumping feet first into a torrent, yet som
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