Nick Barron is CEO of MediaCom MENA
“A client asked me the other day if our region was getting the right proportion of his global advertising and media budget. As you can imagine, my instant reaction was a clear ‘no’. The Middle East and Africa account for some 3.7 per cent of global media spend but has some 7 per cent of the world population. North America has an average adspend per head of population 10 times that of our region. With an average age of just over 30, we have a population with a lifetime of brand decisions to make.
Sure, there are a few stability and transparency issues, but everything points to an under-invested market. But that’s not the whole picture. When yo
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Tags:MediaCom
