Agencies need to redefine the way they look at media, specifically their reliance on paid media as an exposure drive, says Alejandro Fisher
We all know the world has changed. With 2.5 billion consumers interconnected across the same platforms, it makes no sense to still plan and execute media the same way we were doing so 10 years ago. Yet we still do.
The audience is now the media; this is the basis of what we at Havas call ‘Organic Marketing’, where consumers distribute our message without us (agency folk) getting involved. We understand that 82 per cent of internet users in Saudi Arabia and the United Arab Emirates are sharers. Behind this is a deeper understanding of the consum
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