Info Media Group’s Safwat Abdulkhalek explains why stronger partnerships are key to the next phase of growth in MENA’s OOH.
Most people in media spend a career on one side of the transaction.
They become very good at it. They develop instincts, relationships, and a worldview that makes complete sense — from where they’re standing.
The problem is that the person on the other side of the table has a completely different worldview. And as long as both sides only ever see their own half of the picture, the industry keeps leaving value on the floor.
I spent 13 years at Initiative, one of MENA’s leading media
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Tags:advertising industryadvertising insightsBrand StrategyDigital out-of-homeDOOHInfo Media Groupmarketing industryMedia agenciesmedia buyingmedia investmentmedia ownersmedia partnershipsmedia planningMENAMiddle East advertisingOOHOut-of-home advertisingoutdoor advertisingprogrammatic DOOHSafwat Abdulkhalek
