When top chief marketing officers from around the region were asked their thoughts on dealing with integrated agencies, it sparked plenty of debate.
Ziad Ghorayeb, Regional MD for Dentsu Creative, MENA, asked a select group of CMOs about the need for more collaboration among these type of agencies. “There’s a lot of silo thinking and unfortunately this even happens within the same divisions. You want a single point of contact, and the ability for agencies to get you the right talent irrespective of where they sit in the network, to be able to deliver”.
When asked their preference for an integrated agency or partnering with a handful of smaller ones, CMOs were divided in their opinions.
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