To grow business in the region, says Manoj Khimji, marketers would do well to look outside the region
Any guesses at the most common phrase heard inside media agencies in the Middle East this year? Yes, that’s right: “It’s a really tough year, clients aren’t spending, nothing’s getting signed off. Man, it’s all about the oil price, and there’s a recession coming, etc etc, etc.”
Some of this is certainly affecting a few people, but what surprises me in this whole equation is that isn’t it part of the role of a media agency to come up with more efficient and effective strategies when its clients need it most? Sure it’s great when every client brief results in a $3m media budget and
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