By Tahaab Rais, regional head of strategic planning and MENA director of Truth Central at FP7/MENA (A part of McCann Worldgroup)
In a world where brands use thousands of channels, every day, to share millions of messages with millions of people (wow, that’s a lot of numbers), what often gets lost in this massive sea of content is meaning. And without people seeing what meaningful role a brand plays in their lives, the time, effort and money don’t end up being effective. When brands are more meaningful, more people accept them in their lives. This makes knowing what people really want imperative. And, truth be told, we don’t get that with strangers sitting in a closed-door conference roo
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