Digital industry needs to ‘press the restart button’ and go back to basics, says Mondelez’s Ahmed Emad

The future for FMCG brands online should be content monetisation and the digital industry is at risk of becoming over-hyped, over-complicated and too dependent on awards, according to Mondelez’s regional manager of media, consumer engagement and agency relations in the Middle East, Ahmed Emad.
Emad, who works across all Mondelez brands including Oreo, Ritz and Trident gum, believes that instead of chasing technology, brands need to concentrate on what consumers love without over-complicati