Developing data – and a business model built on that data – is essential for fast-evolving Saudi marketers to grow in the modern media landscape, says Starcom’s general manager Jad Saab.
The world is dramatically changing, especially since the Covid-19 pandemic. Countries have had to change, migrate and incorporate different economic strategies and technological integrations to ensure they move with the reality of the times.
Even though the kingdom’s vision withstands the crisis, Saudi Arabia has experienced the new world dynamics with a rapid shift to remote working, increased online education, remote health services and the drastic rise in e-commerce. All those factors drove not only multinational brands but also local brands to digitally transform and cope with the new reality.
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