This annual review should probably come with a warning notice: in short things are not looking good and the worst is yet to come. Oil prices are staying down, ad spend has slumped and the Middle East and North Africa region is on the brink of another recession. And unless you’ve spent the year living in a cave, none of this should come as any surprise.
ZenithOptimedia’s final forecast report for 2015, which stated regional ad spend has fallen by 11 per cent this year, merely confirmed a year’s worth of mutterings and speculations. Still Zenith’s colourful infographic showing global ad spend presented a bleak illustration of the MENA region’s cur- rent position. While the rest of the wo
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