By Keram Mazouzi, client leadership, head of CPG vertical, Mindshare UAE
In the MENA region, a full third of marketing budgets is spent on Ramadan alone.
A month unlike any other for families, friends and communities is also a month unlike any other for brands.
This single period of greatest reach and spend is also the final frontier for collective attention. At no other time do we have this much cross-family and cross-community attention. What we do with it and how well, will leave us better equipped to harness not only attention but relevance and resonance for the other 11 months.
Interestingly, the same forces that disrupt attention the rest of the year – fragmentation, social
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