UAE based companies and agencies have no option but to penetrate new markets more effectively at a much faster pace to thrive in the new post-pandemic world, says Vinod Thangoor, global commercial director, Xentrix Global. The clients are demanding higher returns on their investments in communication from their agencies. The media planning and buying agencies have to ensure that their brands are connected to their target audience’s world over at the speed of thought with optimal cost efficiency. With dwindling advertising revenue, the media companies need to expand their client base by reaching out to markets they never considered before.
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