Samir Ayoub, ex-CEO and present delegate of board, Mindshare MENA, on what’s the best and worst thing that can happen in 2016, and his mantra to make it through the year.
What’s the best thing that can happen in 2016?
The year 2016 is a continuation of the slowdown in our industry that started in late 2014. There are many reasons that contributed to this situation and it’s very unlikely that the market will recover this year. Hence, 2016 will be a year of challenges, which are split into two types: ongoing challenges like media measurement, and temporary ones such as a further drop in the ad spend. It would be great if 2016 witnesses a final solution for a reliable research currency that’s endorsed by most, if not all, stakeholders in the industry.
What’s the worst thing that can happen in 2016?
A further drop in the ad spend by eight to ten percent across the MENA region. Egypt will be an exception with roughly ten percent increase and digital will continue to grow, but at a slower pace versus that of the previous years.
Mantra:
Happy go lucky. We all face challenges and issues in our life at both personal and business levels. We should always look at the glass as half-filled, be optimistic, and not let the negative vibes affect us. The spirit and attitude of “happy go lucky” is one of the criterions of success.
