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Campaign Middle East
العربية
DigitalFeaturedOpinion
Hiba Faisal
posted on

Where is the agency model headed?

Hiba Faisal
posted on

Xplore’s Rehman shares how the agency model is changing — from siloed, process-heavy structures to more agile, intent-driven ways of working.

Xplore’s Rehman shares how the agency model is changing—from siloed, process-heavy structures to more agile, intent-driven ways of working.

Where is the agency model headed?

That’s the question we asked ourselves recently when  Saudi FMCG brand invited us to pitch for the launch of their new product category. It was a full-service brief covering brand positioning, launch campaign, execution, media planning, and buying. Naturally, we were told it would be a multi-round process. Our first instinct? Here we go again. Weeks of back-and-forth, creative wars, long nights, and internal sparring, with the hope of landing the final knockout punch.

But there was a shift. And before deciding how to respond, we paused. We chose to be still.

Because sometimes, stillness gives you more answers than constantly operating at 100 miles pe


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Tags:agency modelFounder and CEOPRSameer Abdur RehmanXplore
the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.
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