Must media agencies re-invent themselves in a world where media can be owned by everyone, asks Philip Jabbour, CEO of Starcom MediaVest Group MENA
“We used to plan campaigns that predominantly aimed to enhance awareness. We would then – through delayed tracker data –monitor uplift as consumers slowly viewed our communication, noticed it after a few exposures, and consequently found themselves inclined to look for it in-store. Hopefully they would purchase it and, ideally, become loyal to it enough to recommend it to their friends and families.
That was the process. Looking at it, and taking the time frame out of the equation, our intentions for consumer behaviour are still the same.
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