Brands

Brand purpose has been one of the most hotly debated marketing topics of the last ten years, celebrated as a business model for growth and debunked as cod strategy in equal measure.

We are seeing disruptions that are shaking up categories today like never before. These disruptions will have a fundamental impact on the way consumers relate to your brand.

Whether it’s the I'm Lovin' It jingle or the Golden Arches that make you think of McDonald's they are both examples of salience, and salience sells.

We all know that MENA is one of the fastest growing online markets in the world, with number of internet users almost doubling every 5 years. The marketers are taking this opportunity and constantly increasing their share of media mix on digital, some reaching close to 30% of their total spends. But the question now is “are we getting enough return on our investment?”