VivaKi’s chairman for the MENA region, Alex Saber, looks at how media agencies should unlock the power of change in a highly complex media landscape
“Over the past decade or so, a maelstrom of change has punctuated the global media industry. Driven by the ever-expanding digital revolution – which, in turn, has led to major shifts in consumer behavior and an entirely new library of media terminology – we have witnessed, throughout the years, a stream of events tear, alter and remodel the very fabric of the com-munications landscape. And, even today, these powerful winds of change show no signs of abating.
In fact, with the rise of multi-screen content consumption, access to pionee
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