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Year in Review: 2024 – The year the future came

The year has marked a turning point, where the innovations we've anticipated have become essential to our everyday work, writes Carat's Fiona Black

Fiona Black look back at the year 2024

As I look back on 2024, I feel a sense of excitement about the remarkable changes in our industry. The year has marked a turning point, where the innovations we’ve anticipated have become essential to our everyday work, reshaping how we connect with clients and engage consumers.

Embracing “Pitchmania”

The “Pitchmania” phenomenon has defined our industry this year. Increased competition from unresolved pitches has sparked creativity and innovation among agencies. I am proud to say we have successfully navigated this competitive landscape, securing several new clients. This environment has pushed us to refine our strategies and strengthen our relationships, allowing us to deliver impactful solutions that truly meet client needs.

MENA: A leading light

One of the most inspiring developments has been the MENA region’s rise as a leader in client solutions and transformations. I’ve seen how our local market is setting new standards in creativity and effectiveness, showcasing the value of regional insights in shaping global strategies. This progress highlights the incredible talent within our industry and emphasizes the importance of understanding cultural nuances to create campaigns that resonate with diverse audiences. I believe the MENA region is poised to influence marketing practices around the world.

From CATI to people meter: understanding viewership

The shift from CATI (Computer Assisted Telephone Interviewing) to People Meter technology has transformed our understanding of viewership. This advancement has given us valuable insights into how audiences consume content, reaffirming the importance of video in our lives. As we embrace Connected TV (CTV), we have exciting opportunities to engage viewers in meaningful ways, aligning our strategies with their preferences.

AI: A reality check

2024 has also been the year when artificial intelligence (AI) became a real part of our lives. With personal AI assistants becoming common, we are starting to see AI applications in various areas of our work. This shift brings new possibilities for the media industry. As we use AI tools for data analysis and consumer insights, we must also consider the ethical implications and the need for human oversight. By balancing AI’s capabilities with our human touch, we can enhance our strategies and foster genuine connections.

The impact of commerce media

This year has seen the rise of commerce media, enabling us to tap into consumer purchase data for deeper insights into their preferences and behaviours. This capability helps us create personalised marketing strategies that connect brand messaging with consumer intent. By understanding the journey from consideration to purchase, we can craft targeted content that drives conversions and builds loyalty.

Our evolution: Fusing insights with action

At Carat, we are embracing our evolution through innovations like Merkury, which combines our understanding of consumer motivations with effective activation strategies. Our commitment to sustainability is reflected in our Green PMP, supporting eco-friendly initiatives while achieving business results. Additionally, our Arabic attention study has transformed theoretical insights into practical applications, enhancing our media tools for better campaign effectiveness.

Looking ahead

As we close the chapter on 2024, I am excited about the lessons learned and the opportunities ahead. The blend of technology, creativity, and consumer understanding will continue to drive our industry forward. At Carat MENA, we are dedicated to adapting and evolving, ensuring that we not only respond to changes but also lead in shaping the future of marketing and communications.

In a year where the future has truly arrived, I am ready to embrace the challenges and successes that 2025 will bring. Together, let’s continue to innovate and inspire, forging meaningful connections with consumers and delivering outstanding results for our clients.


By Fiona Black, Managing Director, Carat.