Insights

The business case for marketing balance

In tough economic times, it can be tempting to double down on immediate revenue wins. Even though it may seem counter-intuitive, now is exactly when you should be investing in your top-of-funnel marketing.

Case study: Quantifying the impact of TikTok advertising

With its immersive full-screen, sound-on formats and diverse video content, TikTok has struck a chord with creators and viewers in Middle East, North Africa (MENA). It has seen tremendous growth in audiences for engaging entertainment and inspirational content.