Years in role: 2 | Years in company: 11 | other roles: IAB GCC Board Member
The path to growth for the industry, our clients and their brands was for many years based on geography – whether it was by expanding into new markets, trying to reach more people in a given country or diversifying products and brand offerings to retain and grow market share. Nowhere is this truer than in our region, where we have seen local brands turn into regional powerhouses, regional brands challenge global brands and global brands look to the Middle East for their growth. Today’s world is a very different one.
Brands are no longer confined by geographies; you can have tea at Harrods in Qatar, buy toys
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