Yvonne Hoffzimmer is joint managing director, Middle East, Jack Morton Worldwide
“In today’s intensely competitive business climate, there’s huge pressure for brands to secure and maintain consumer loyalty. Yet this loyalty is far from certain. Gone are the days when a slick ad campaign was enough to secure that loyalty – the consumer can spot an empty brand promise and they expect brands to deliver. And, of course, the rise of social media channels (not least in the Middle East as witnessed by the surge in use over the Arab Spring) has radically amplified consumer capacity to spread the word about anything, including brand performance.
There is a growing recognition that advertising
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