Elie Khouri’s 12 For ’18 predictions

Our MENA CEO resets the dial on what to expect in 2018

In his yearly predictions for Campaign Middle East, Elie Khouri considers the Ds that will define 2018; disruption, digital duo and data.

After a tough 2017, with a double-whammy of both cyclical and transformative trends that left our industry reeling, there are signs of recovery for 2018, according to our CEO, Elie Khouri in his yearly predictions.

Writing in Campaign Middle East magazine on his outlook for the year ahead, it’s clear we must come to expect further disruption to the way we do business. How we pivot and transform will ultimately set the course for how we fare in 2018.

Saudi Arabia and its reform agenda is reawakening, given their advancements with Vision 2030 and promise of further investment, while Egypt looks set to continue with the afflictions that have dogged them since late 2016. However, there is hope for the tech and media talent within the country, as they look to the GCC as a serious option for emigration.

As digital investments continue to grow at a record rate, he examines how publishers need to embrace video, invest in partnerships and consider the looming threat from influencers in this sphere, with brand investments in this medium set to skyrocket next year.

Aligned with video becoming a key channel for investment, he forecasts that the Arabic content will become the new battleground for the big players in 2018, with regional e-commerce giants also throwing their hat into the ring.

While challenging times lay ahead of us, he concludes we must not lose sight of what matters; our people and our purpose. Read Elie’s 12 for ’18 predictions in full on Campaign Middle East.

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