What do you think the future looks like for agencies in the GCC and Middle East? What’s the trust level from brands?

With backlash, cutting spend, reviewing contracts from brands worldwide and skepticism towards agencies is on the rise, do you think the effect on agencies in the region will be as severe?

From experience in the region, I’ve noticed that market rules and perceptions are completely different here than it is elsewhere. Agencies and brands, even if they aren’t local, still act and behave that way, and business deals/contracts are signed majorly because of personal relations.  In other cases that involve global business trends, the region doesn’t realize or adopt till much later. So will the skepticism wave hit harder here at a later date?



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