Join us for an engaging discussion on advertising strategy and innovation in the MENA region with expert Mazher Abidi!

In this episode, we explore key topics like strategic choices, digital platforms, and the importance of long-term consistency. With Mazher's extensive experience in media and creative agencies, you'll gain insights into how to align strategy and tactics effectively.

We’ll also cover the impact of AI on advertising strategies and the need for innovation in products and communication. Plus, hear real-world examples like Lego's audience engagement and FIX Chocolates’ viral campaign.

This episode is packed with valuable tips for marketers and advertisers looking to elevate their game!


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00:00 Introduction to Strategy
00:43 Lego's Strategic Partnerships
01:27 Welcome to Below the Fold
01:58 Guest Introduction: Maza's Background
03:22 The Role of Strategy in Advertising
06:40 The Importance of Long-Term Strategy
10:09 Navigating Data in Strategy
27:09 Engaging with Gen Z: A Strategic Choice
30:01 Lego's Audience-Centric Approach
36:24 Strategic Partnerships and Business Decisions
38:36 The Impact of Digital Age on Strategy
39:47 Dubai's Viral Chocolate Phenomenon
45:45 Challenges in Following Long-Term Strategies
01:00:37 The Role of Innovation in Advertising
01:08:39 Closing Thoughts and Future Trends