Are we creating ideas that generate mass influences and solutions that help people and brands evolve in their everyday life? Mounir Harfouche, CEO of Lowe MENA writes about a global change that is becoming visible to all – where what we do (in our industry) is no longer about our tactical and operational offering (digital, ATL, BTL etc) but about a state of mind where ideas are a democratic pattern – equally available to all.
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