Man­ag­ing Di­rec­tor, Lime­light, Dubai

Campaign Middle East - - MEDIA PHIL GEORGIADIS - James Holmes

“In the past the go-to tac­tic was shock ad­ver­tis­ing but all that sim­ply achieved was com­pas­sion­ate fa­tigue, which meant no real change was ever achieved. To­day ad­ver­tis­ing is far more in­sight­ful be­cause the cre­ative idea needs to be af­ford­able yet pow­er­ful.”

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