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The MENA Power List 2021: Navigating the platform world, by Publicis Groupe’s Bassel Kakish

By Bassel Kakish, CEO, Publicis Groupe Middle East & Turkey.

years in role: 1 | years in company: 20

I don’t think that anyone can get through these essays without touching on the pandemic. The past 18 months have changed the world, and 2022 will continue to challenge us all. It will accelerate business innovation, highlight new consumer behaviours, and drive the need for direct relationships with customers.
Today, our clients’ brands live in a platform world; six out of 10 of the most valuable global corporations are platform companies. These have fundamentally transformed how brands grow and have changed the nature of what and who should be considered as competition.
Our goal is to help clients unlock growth in a platform world. Help our clients solve


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