Social media is driving change in markets around the world, shifting the way opinions are formed and purchase decisions are made, a communications expert has said.“We rely on our social networks for news, information and recommendations,” said Edmond Moutran, chairman and Mena CEO of Memac Ogilvy, a leading multinational communications agency in the region.Addressing a five-day regional management meeting attended by officials from 14 offices, including Qatar, he claimed Memac Ogilvy understood the relevance of social media early.“We will continue to design programmes and implement solutions that span across all disciplines, driving our clients’ businesses forward,” he added. Moutran thanked his colleagues for this year’s ‘excellent results’ and particularly for the outstanding achievement in becoming the “Most Awarded Advertising Agency in the Mena region.” The agency has won five awards at the Cannes Lions International Festival of Creativity; the exceptional Grand Prix and five additional awards at the Clio Awards in New York; two Grand Prix and 29 additional awards at the Dubai Lynx; seven awards at the One Show; one award at the D&AD; two at the New York Festival; three awards at the Epica and the “Winner of Most Influential Ad” by TED Initiatives.