The marketing and advertising landscape is getting increasingly saturated. Consumers are attempting to wade through an endless stream of content on online and offline platforms, while brands are trying to find their voice within the noise by demanding out of the box creativity.
Campaign Middle East conversed with Najib Sabbagh, Founder & CEO, SSUP World (Sunny Side Up), on the sidelines of the Athar – Saudi Festival of Creativity in Riyadh on similar challenges facing creative agencies and how to tackle them.
“The biggest challenge? Standing out in an increasingly cluttered market,” Sabbagh said. “With so many voices and choices, it’s tough to grab attention — let alone keep it. For agencies,
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