In the 14 months since Omnicom decided to launch its research arm Hall & Partners in the Middle East, the demand for effectiveness and return on investment (ROI) has hit agencies twofold. During nearly two years of cheap oil, earth-scorching budget cuts have left regional agencies desperately trying to prove their value to increasingly cynical clients. In Campaign’s final edition of 2015, Omnicom Media Group’s Elie Khouri predicted that this year would be when experiential marketing and the sophisticated use of data and insights begin to shine through the Middle East’s advertising landscape .
However, not everybody seems to have grasped the ‘sophisticated’ aspect of this if some o
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