Brands are going to have to try harder than ever before to capture their audience’s imagination, and it’s going to take courage says Yousef Tuqan Tuqan
Although agencies pride themselves on their ability to offer advertisers an integrated offering, the line between media, communications, creativity and technology has become completely blurred. By 2017, Gartner has predicted that chief marketing officers will be spending more on IT than the chief information officer, and advertisers seem to be increasingly willing to ‘cherry-pick’ specialist offerings from individual agencies across a range of disciplines.
Advertisers are demanding far more than just great creative and awards – t
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
Tags:Leo Burnett MENA
