In a new piece for NewDigitalAge, Roxanne Gahol, Head of Strategy at OMD MENA, explores one of the defining tensions in modern marketing: as automation becomes embedded in how brands operate and efficiency becomes the baseline, real advantage shifts to emotional value, cultural relevance, and strategic clarity.
As Roxanne shares, at OMD, we talk about creating what’s next. For her, that is not about chasing trends — it is about responding to change with clarity and empathy.
In a landscape shaped by AI and automation, the challenge for brands is not just to capture attention, but to build clarity of purpose, create relevance, and shape intention in ways machines cannot define.
To read more, click here.
