Communicate, a Middle Eastern magazine for the communication industry, has had its first book published. The first in a special collection series from the title and its publisher Mediaquest, the book is titled De-Commiditising the Ad Industry: How Ad Agencies Can Re-Invent Themselves and Enjoy Exponential Growth, and is penned by Ahmad Abu Zannad, Regional Strategy Director, Leo Burnett MENA. It will examine current challenges facing the communications sector, and seek to find solutions to ensure a bright future and will be distributed with Communicate’s October issue.
“Although there have been several assessments of the current status of the advertising industry, there hasn’t been a comprehensive overview that forensically analyses where agencies are today,” says Nathalie Bontems, Publisher, Mediaquest. “Ahmad Abu Zannad’s new book changes all that with its in-depth critique, its detailed assessment of the areas of concern and its structures reasoning for the way forward.”