The Middle East is steadily becoming the fastest-expanding advertising market in the world, with the industry already having witnessed significant changes brought in by shift in consumer behavior and preferences. Customers in the Middle East value brand experiences and expect the best.
Tahaab Rais, Chief Strategy Officer and film director at Publicis Groupe, highlighted the Middle East region as an underdog on the global stage in advertising and marketing, and in other aspects of life. He said the underdog always tries harder and punches above its weight. “We all, across agencies in the region, share that spirit – that hunger to create, to disrupt, to stand out, to be seen, to be noted, to make something that matters.”
Rais said the world is noting the same. He highlighted that more work is being featured on global media platforms than ever before. “Work is being celebrated. More people are being celebrated. More people are becoming Jury Presidents and Jury Chairs. More people are being included on juries. And it’s because of the talent we have in the region.”
The executive spotlighted Saudi Arabia saying brands there want the same as their agencies. “This ambition to be the world’s greatest is also unlocking several exciting opportunities for work coming out of the region.”
Rais noted that Saudi Arabia dominated at Dubai Lynx this year. He said it encourages better work from brands and agencies and for the region to shine through.
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