Campaign Middle East-Saudi Arabia Report 2025

Saudi Arabia Report 2025

GOLD PARTNER

April 28, 2025

SAUDI IS PRIMED TO LEAD THE WORLD

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ampaign Middle East is changing. We’ve listened carefully to conversations in the market; we’ve tracked trends tactfully; and we’ve decided to evolve and grow. For the first time in 16.5 years, Campaign Middle East has decided to publish content in Arabic – offering leaders who think in Arabic the opportunity to inform, educate and inspire regional audiences in Arabic, while retaining thought leadership in English.

If this bilingual edition resonates with you, we would love to hear your thoughts on it. Drop us a line. That said, this edition also draws a line in the sand. The cover of this magazine has decided to challenge one-dimensional representations of Saudi Arabia to showcase a global, social, cultural, economic and geopolitical superpower. We have decided to represent the reality of Saudi Arabia – a land thriving with incredible brand experiences, entertainment, events, arts, music, sports, travel and tourism, and modern conveniences, while also rich in heritage, culture, tradition and breathtaking natural landscapes.

Leaders who have contributed to this magazine have opened up about the bold fusion of Saudi’s proud legacy marrying innovation; about brands retaining the authenticity of their origins while remaining relevant to their young audiences; about agencies preserving the stories of the past while breathing new life into how these stories are shared and experienced.

Cue: culturally relevant humour, local influencers and cultural icons, homegrown tech and talent, new virtual channels of community-driven conversations such as esports and gaming platforms, and a generation that is vocal about its values and expectations.

Saudi leaders have shared how one-way government communication – formerly founded on the top-down playbook of persuasion – has given way to bottom-up storytelling, which is, in part, led by Gen Z. This generation has demanded a seat at the table to co-create, offer feedback, actively engage with initiatives, and immerse themselves into the story of progress and collective growth.

Consumers have called for brands to go beyond the buzzword of ‘localisation’ and embrace Saudi Arabia instead, because they are highly sceptical of advertising but extremely proud of their national identity. Content that looks like it was adapted from elsewhere simply won’t resonate. While the rest of the world is drowning in content that’s morphed into noise, debating privacy, and latching onto AI-led trends – such as Studio Ghibli – Saudi consumers have reconnected to their roots, moving the conversation far beyond the motifs of time and attention to a world where trust, transparency, empathy and diversity flourish in culturally resonant societal settings.

Add to the mix the incredible impact of sports – such as football, Formula 1, tennis, boxing, padel, mixed martial arts and golf; the incredible impact of entertainment – such as music festivals, theme parks and gigaproject destinations; the incredible impact of global conferences, summits and symposia; and the incredible impact of tourism and travel opportunities – and we begin to see a land blossoming with incredible brand-building collaborations, sponsorship deals, strategic partnerships, naming rights, merchandising, and media and marketing tie-ups.

Saudi Arabia is no longer merely a great investment; it is primed to lead the world. And, as one of the industry leaders stated within this edition says, “Marketing in Saudi Arabia is not just evolving; it’s being reinvented.”

ANUP OOMMEN Editor Anup.Oommen@motivate.ae

Main Cover designed

by Thokchom Remy

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com EDITORIAL: Motivate Media Group Editor-in-Chief Obaid Humaid Al Tayer | Managing Partner and Group Editor Ian Fairservice Campaign Middle East Editor Anup Oommen | Senior Reporter Ishwari Khatu | Junior Reporter Shantelle Nagarajan | Junior Reporter Hiba Faisal Group Editor - Arabic Rehab A. Barham DESIGN: Senior Designer Thokchom Remy | Art Director - Arabic Ahmad Kamal ADVERTISING ENQUIRIES: Chief Commercial Officer Anthony Milne | Publishing Director Nadeem Ahmed Quraishi (nadeem@motivate.ae) Sales Manager Tarun Gangwani (tarun.gangwani@motivate.ae) PRODUCTION: General Manager S. Sunil Kumar | Production Manager Binu Purandaran | Assistant Production Manager Venita Pinto HAYMARKET MEDIA GROUP: Chairman Kevin Costello | Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

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April 28, 2025

A modern brand built on historical foundations Diriyah Company’s Nicola Cope says balancing the past, present and future is key to modern destination marketing.

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n today’s rapidly evolving world, brands are often faced with the challenge of staying relevant while trying to retain the authenticity of their origins. This is particularly true at Diriyah Company, a Public Investment Fund (PIF) gigaproject part of Saudi Arabia’s tourism and cultural development.

To address this challenge successfully, we are blending the rich cultural heritage of the region with a bold, forwardthinking vision. Preserving the past and breathing new life into it, using innovative methods to share this legacy with the world, we are redefining destination branding.

Bold fusion of heritage and innovation Diriyah, the historic heart of Riyadh, holds profound cultural significance as the birthplace of the Kingdom and a

UNESCO World Heritage site, carrying a legacy of immense historical value.

However, at Diriyah Company, we are committed to more than just preserving this iconic site. Diriyah’s identity is not only shaped by the conservation of its past but also by the innovative ways we bring its heritage to life.

Through architectural design, storytelling, technology and global engagement, we are creating a dynamic future city that bridges the past and present. One such example of innovation was an activation in 2024 to support our National Day celebrations.

With more than 60 per cent of Saudi Arabia’s population under the age of 35, we sought new, relatable ways to raise awareness of our rich history.

This led to the creation of our first map within Fortnite, enabling us to directly target this audience through the gaming world. This fusion of cultural heritage with modern technology lies at the heart of Diriyah’s evolving brand identity.

Storytelling as a key element of brand identity Like many other destinations, one of the most powerful tools Diriyah uses to shape its identity is storytelling.

However, what sets the Diriyah development brand apart is the utilisation of a unique proposition that enables the values of the destination to be authentically brought to life and serve as a platform of expression through multi-channel execution.

Diriyah, The City of Earth, represents the significance of this location, both metaphorically and physically, and serves as the foundational communication platform for the narratives that highlight its cultural and historical importance.

The visual expression of this identity further enhances the brand’s storytelling with an authentic expression of the land and environmental elements that are true to this place. We consistently aim to build a deep emotional connection with our audiences.

Visitors are not just walking through the streets of the historic citadel; they are experiencing the stories that have shaped Saudi Arabia’s identity.

The use of storytelling in our branding goes beyond physical moments; it extends into digital platforms, cultural programmes and even global activations

and partnerships, not only attracting but also renewing audiences. It’s essential to keep abreast of communication trends globally and adapt strategies accordingly.

By sharing stories globally, Diriyah can position itself as a destination brand that is both deeply rooted in the past and forward-thinking in its approach to sharing its heritage with the world.

Balancing authenticity with aspiration In many ways, Diriyah Company is at the forefront of a new wave of Saudi branding – one that balances authenticity with aspiration. While the region’s heritage and cultural landmarks are preserved, Diriyah, the City of Earth is simultaneously positioning itself as a symbol of future growth and prosperity for Saudi Arabia.

The brand’s messaging and visual identity evoke a sense of pride in Saudi Arabia’s past while also suggesting the excitement of what lies ahead.

This balance between authenticity and aspiration is crucial in helping shape Saudi Arabia’s cultural and economic narrative around the world. Diriyah is not just promoting itself as a historical site but as a destination for global investment, tourism and cultural exchange. By highlighting the region’s unique position as the birthplace of Saudi Arabia and a symbol of its future, we are offering a compelling narrative that appeals to and resonates with local and international audiences alike.

Throughout my career, one thing that always stands true is that authenticity is key to successful brand-building. Diriyah Company certainly sets an example in how to preserve heritage while embracing innovation. By fusing Saudi Arabia’s rich heritage with a bold, future-forward vision, we are redefining destination branding on the global stage.

This commitment to authentic storytelling and global engagement ensures that the region’s historical legacy is not just preserved but brought to life in exciting new ways. As Diriyah, the City of Earth, continues to evolve, it will undoubtedly play a major role in shaping both Saudi Arabia’s cultural identity and its economic future. In doing so, it proves that a modern brand can indeed be built on historical foundations.

By Nicola Cope, Brand Executive Director, Diriyah Company

April 28, 2025

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he world is changing, and so are the ways governments communicate. For Saudi Arabia this is particularly true because, with 60 per cent of the population under 30, we are a young nation with many outward-looking, talented and aspirational Gen Z members of society. Young Saudis are active in their communities, confident in their culture and eager to share their stories with the world.

For those charged with sharing these stories, communication isn’t just about new platforms or new tools, it’s about connecting audiences through their shared values, common dreams, familiar perspectives and life experiences.

These connections are not only made among Saudis and expats in the Kingdom; increasingly, we are seeing international audiences wanting to understand more about what life is really like in Saudi Arabia as the positive impacts of Saudi Vision 2030 are steadily coming to fruition across multiple dimensions of everyday life.

Fundamentally, the pace and intensity of these people-to-people connections being forged domestically and internationally, coupled with increased curiosity and openness about learning more about Saudi Arabia, mean that we need to rethink the rules of engagement in government marketing and communications. And that calls for rewriting the playbook, too.

For too long, government communications and marketing have centred around persuasion – using one-way communication to sell an idea, a new initiative or a brand. But that top-down playbook is less effective now.

As a globally connected cohort, Gen Z’s perspective extends beyond their immediate surroundings, demanding a different sort of conversation that is authentic, transparent, relatable and engaging. And nowhere can this be seen more than on digital channels.

This generation is more likely to trust a friend’s Instagram story, a short-form video from someone they relate to, or an honest reflection than a polished statement distributed through official channels.

In fact, 92 per cent of Gen Z respondents in a recent survey said they prioritise authenticity over things such as wealth and fame. Approximately 56 per

“Old methods of top-down messaging are giving way to more inclusive, relatable and interactive forms of storytelling.” cent of them say they don’t trust brands and 40 per cent of them look for reviews from influencers before making a decision on a product or on an offer.

So how does this translate to designing effective government communications?

Gen Z is a generation that embraces many identities; it’s not simply about nationality. It’s about their jobs and their hobbies, their family and social lives, and it’s about connecting with those around the world who share those identities and who similarly want to be in charge of their own narratives.

Truly Saudi Khalid Bin Asakir from Saudi Arabia Vision 2030’s Quality of Life Programme discusses a new generation and a new playbook for communicating with Gen Z.

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At the strategic level, we need to understand these interests and values through effective market research and to leverage them in our communications approach to foster engagement.

At the tactical level, government communications are no longer about broadcasting information from a central podium, but about bottom-up storytelling. We need to harness the credibility and creativity of real people to tell their stories, connect with our audiences and engage them in dialogue so that they can make up their own minds. This shift is transforming every aspect of how we communicate.

At the Quality of Life Programme, we recognise that the way we communicate with younger audiences must be different. We’re drawing on that very Gen Z interest in shared identities – jobs, hobbies, families, friends and experiences – with a marketing approach that embraces people-to-people, human-to-human campaigns.

We don’t tell people what life is like in Saudi Arabia, we ask our talented creatives, sportspeople and entrepreneurs to tell their authentic stories themselves, because their stories make up the wider Saudi story in all its nuance, complexity and depth.

The success of this approach is clear. Our campaigns engage young Saudi talent to help tell their stories about their experiences in arts, culture, heritage, sports and community development to raise awareness about the Kingdom’s growing cultural and entertainment landscape.

Their stories are personal and focus on how their passions are fostered, their dreams realised and their social lives enhanced by an increasingly engaging and vibrant society. The impact can be felt domestically and internationally.

We are encouraging more young people to participate in these activities to improve their own quality of life and build connections, while also shifting global perceptions about the quality of life in Saudi Arabia.

What we are seeing is the dawn of a new era in government communications – one when authenticity, transparency and real human connection take centre stage. The old methods of top-down messaging are giving way to more inclusive, relatable and interactive forms of storytelling.

If we are to successfully engage with the younger generation, we must be prepared to embrace these changes fully.

In other words, communication is not merely a business industry any more.

It’s an industry where success is defined by a solid understanding of other areas such as psychology, sociology and anthropology that focus on understanding people, societies and generations.

By Khalid Bin Asakir, Chief Marketing and Communications Officer, Quality of Life Programme, Vision 2030

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April 28, 2025

interest not just when it comes to getting their attention but also when it’s time to make a purchase decision.

Building brand trust has never been more intertwined with driving demand for your brand. Trust isn’t built overnight, but every interaction, message and decision contributes to positioning your brand as a reliable, understanding partner.

For example, Red Sea Global, Saudi Arabia’s regenerative tourism destination, recognised that earning trust required more than visibility; it demanded sustained transparency and authenticity.

Through a partnership with Bloomberg Media, we built credibility via thought leadership events and human-centric storytelling.

By spotlighting regeneration through real stories, we reshaped perceptions and forged meaningful connections with a high-net-worth global audience.

Stop selling, start inspiring Bloomberg Media Studios’ Ashish Verma shares his take on B2B strategies in times of change.

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usinesses across industries are navigating an increasingly uncertain landscape.

Economic volatility, evolving trade policies and a renewed focus on efficiency are reshaping how companies operate and compete, leaving brands grappling to realign in an era of shifting priorities.

How brands respond to these changes, whether they lean in or retreat, will determine their relevance and success in the months ahead.

For business-to-business (B2B) brands, the stakes are especially high. Fear of alienating customers and pressure from investors often paralyse decisionmaking, leading companies to avoid risk at all costs. But inaction comes with consequences.

Research shows that 96 per cent of marketing leaders believe B2B brands should be bold, provocative and forwardthinking, according to The Power of Provocation report. Playing it safe doesn’t just stifle innovation, it renders brands

invisible at a time when standing out is essential.

Three guiding principles can help B2B brands rise above the uncertainty and drive success in 2025: 1. Make trust your North Star Trust is the cornerstone of brand building, especially in B2B. According to Bloomberg Brand Accelerator, trust begins with transparency and authenticity.

Brands that understand their audience as people with values, challenges and aspirations will be the ones to earn their

“Brands that earn trust, remain visible and tell meaningful stories won’t just survive – they’ll thrive.”

2. Context changes everything Where your brand shows up matters as much as what it says. In times of uncertainty, many B2B brands retreat, worried about seeming out of touch.

But the data doesn’t support this approach. Decision-makers seek partners they can rely on during this time.

Instead, brands that partner with credible platforms and authoritative voices not only stay visible but also amplify their impact.

According to Bloomberg Media’s Corporate Reputation Study, a majority of global business leaders see ‘partnerships with reputable organisations’ as one of the top three challenges in building a strong corporate reputation.

Strategic, authentic and consistent presence, backed by trust, keeps your brand top of mind.

3. Reclaim the art of storytelling The old rules of B2B marketing no longer apply. Today’s audiences, whether at work or at home, expect creativity, emotion and human connection.

Storytelling isn’t a luxury; it’s essential to breaking through.

As major networks scale back content – the number of new US television shows dropped 7 per cent in 2024 and 17 per cent in 2023, according to Luminate – brands have a growing opportunity to step in and co-create the next wave of programming.

Injecting cultural relevance, whether through humour, drama, or deeply personal narratives, enables brands to tell stories that reflect their values and connect on a deeper level.

Periods of upheaval are when true leaders emerge. In today’s cluttered and competitive media environment, capturing attention isn’t just important – it’s everything.

The brands that earn trust, remain visible and tell meaningful stories won’t just survive – they’ll thrive.

By Ashish Verma, Global Head of Creative and Bloomberg Media Studios

April 28, 2025

Playing for legacy ROSHN Group’s Ghada AlRumayan shares how sports have become a language for building brands in Saudi Arabia.

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ports have long been an integral part of Saudi Arabia’s social and cultural fabric. From neighbourhood streets and schoolyards, where informal matches once fostered a spirit of camaraderie, the country’s sporting landscape has evolved into a dynamic, structured ecosystem.

Fuelled by widespread public enthusiasm and a clear national vision for talent and infrastructure development, sports today are no longer a recreational afterthought – they are a central pillar of Vision 2030, uniting communities, shaping identity and signaling a confident path to the future.

In daily life across the Kingdom, sports pulse with meaning. They bring people together, energise public spaces and transform ordinary moments into celebrations of pride. From football and basketball to equestrian sports

and racing, athletic experiences spark emotional connections that linger well beyond the final whistle.

Whether through casual neighbourhood games or international tournaments, the rhythm of sports has become deeply embedded in the nation’s collective heartbeat.

Naturally, this rise in prominence has transformed the role of sports in marketing.

No longer limited to logos and banners, sports have become a cultural catalyst – redefining how people relate to brands, how they express belonging and how lasting impressions are formed.

This shift demands a purposeful approach, one that emphasises authenticity, cultural relevance and sustained engagement as cornerstones of meaningful brand impact.

“For brands, sports offer a dynamic arena to earn trust, express relevance and leave a legacy.”

ROSHN Group recognised early on that sports could serve as a powerful bridge between our brand and the communities we serve. This conviction led us to invest not only in events, but in experiences that leave a mark.

From becoming the title partner of the ROSHN Saudi League – the Kingdom’s premier football competition – to aligning with milestone moments such as Formula One in Jeddah, LIV Golf tournaments in KAEC and Riyadh, the Riyadh Marathon, coastal rowing events in Jeddah and inclusive sports initiatives supporting athletes with disabilities, our presence has been intentional.

We chose to be visible and engaged in places where passion lives – often before the global spotlight arrived – because we believed in their potential from the start.

Today, that belief continues to reward us with long-term relevance and a brand identity rooted in the nation’s energy.

Globally, sports have proven to be one of the most powerful platforms for audience engagement. Across markets, brands are turning to sports not just to amplify their visibility, but to shape public perception and inspire emotional loyalty.

In Saudi Arabia, the momentum around sports marketing is accelerating, with organisations increasingly recognising the scale, emotion and cultural significance sports can mobilise.

As spending on sports activations reaches new highs, marketers must approach the space with clarity and conviction. Visibility alone is no longer enough – what matters is how purposefully a brand aligns with audience values, how intuitively it understands the tempo of the sport and how effectively it delivers substance over spectacle.

Entering the sports space without a clear strategy is a fast track to irrelevance.

One-off appearances fade quickly in an arena built on consistency, trust and

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emotional resonance. Every partnership must begin with a forward-looking plan rooted in a deep understanding of the sport, its culture and its audience.

This philosophy is evident in our ongoing partnership with the Saudi League, where our involvement extends far beyond matchdays. Throughout the season, we create tailored experiences designed to strengthen brand affinity, elevate community interaction and contribute to quality of life.

In Saudi Arabia, brand recognition is not taken for granted – it is earned.

Audiences look beyond the surface and expect brands to deliver genuine value and purpose. It’s no longer about placing a logo at a venue; it’s about demonstrating why your presence matters.

During our partnership with LIV Golf, we curated a family-centred experience where children engaged with a custom putting course while parents explored our developments through immersive digital features.

It was the right time to translate brand identity into shared experience.

Without meaningful interaction, even the strongest brand can fade into the background.

While global tournaments and star athletes dominate the headlines, long-term impact begins at the grass roots.

Brands looking to contribute meaningfully must support the spaces where ambition takes root and talent is nurtured.

ROSHN Group focuses on everyday moments that shape tomorrow. We organise football and volleyball tournaments within our SEDRA community in Riyadh – not for the cameras, but for the people. These events may not make international headlines, but for the youth who participate, they offer recognition, encouragement and a sense of belonging.

As part of this community-driven approach, we also formed internal sports teams representing our major development projects.

These teams, made up of employees from across the company, began their journey on the very fields we’ve developed in SEDRA. It’s a simple yet powerful expression of how we live our values – from the inside out. This initiative fosters a culture of wellness, teamwork and authentic engagement, creating stronger connections between our people and the communities we serve.

Loyalty is built through presence, not promotion. And in Saudi Arabia’s landscape today, sports are no longer moments – they are movements. For brands, sports offers a dynamic arena to earn trust, express relevance and leave a legacy.

ROSHN made the deliberate decision to engage with purpose and consistency.

What emerged is a brand shaped not by advertising – but by experience.

By Ghada Alrumayan, Group Chief Marketing and Communications Officer, ROSHN Group

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April 28, 2025

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eclared by the Ministry of Media as the Year of Media Transformation, 2024 marked a pivotal moment in Saudi Arabia’s ambitious push to modernise its media sector, with targets set to grow the nation’s gross domestic product (GDP) contribution to SAR 16bn and create more than 11,000 new media jobs by year-end. Going forward, one can expect continued investment in this space.

The marketing landscape in Saudi Arabia is undergoing rapid transformation. With the rise of artificial intelligence (AI)-driven strategies and women as significant economic contributors, the industry must navigate an evolving ecosystem demanding authenticity, innovation, and cultural relevance.

But brands must ask: are they truly addressing today’s consumer needs, or simply pouring resources into external agencies and strategies while neglecting foundational issues such as product quality, logistics, packaging, export and import operations, and the right in-house talent?

AI and digital content Artificial intelligence is no longer a buzzword; it’s a fundamental tool reshaping how brands engage with consumers. In Saudi Arabia, where digital transformation is at the forefront of Vision 2030, marketers must integrate AI to create personalised experiences, data-driven strategies, and seamless customer journeys.

But here’s the catch. AI is only as effective as the strategy behind it. You can’t expect an elderly person to enjoy a virtual reality (VR) journey when you’re selling off-plan properties to them. It’s essential to understand the demographic shifts in the market and tailor AI efforts to meaningfully engage them.

The new force in the Saudi market Women in Saudi Arabia are no longer just passive buyers. They are powerful decisionmakers, trendsetters, and influencers. With the Saudi female labour force participation rate at 36.2 per cent, there’s a clear increase in their buying power. Behind every great man is a woman making that purchase order.

According to recent data, Saudi women now control more than half of the country’s household spending. This shift demands that brands acknowledge this power and connect authentically. Many continue to operate under outdated assumptions about female

“If your R & D phase didn’t lead to a compelling, highquality product, no amount of marketing will save it.”

consumers, failing to adapt messaging and strategies – causing missed opportunities.

Brands must develop more meaningful, inclusive marketing approaches that reflect the diverse, empowered role of women today.

Let a woman market to a woman.

Are you selling what you think you are?

This is the painful bit. The ultimate question for many brands today is whether their product is truly ready for market, or if they’re pushing it out simply because they were told to.

It’s easy to be seduced by international agencies promising groundbreaking campaigns. But the core of any successful brand lies in the authenticity and quality of the product itself.

If your research and development (R&D) phase didn’t lead to a compelling, highquality product, no amount of marketing will save it. Re-read that phrase – it’s really a break-it or save-it situation.

Many brands invest significant resources into selling a product that isn’t wellresearched, doesn’t solve a real consumer need, or simply isn’t up to par.

Without a solid foundation, your brand could find itself on the wrong side of market dynamics, no matter how sophisticated your strategy may be.

You don’t want to spend millions on a branded drink that looks great but tastes … you know what I mean.

Are you hiring the right people?

There is an emerging gap in the integration between global strategy and local relevance.

Are international marketing teams equipped to truly understand Saudi consumer behaviour, preferences and culture?

Too often, local talent is sidelined in favour of global agencies that might not grasp the nuances of the market. Brands must ensure teams are equipped with the right tools and possess local knowledge.

Trust your local hire to give you advice instead of the person who looks like a million bucks, flown in this morning from somewhere that’s not Saudi. This means investing in the right talent for the right roles to create impactful, culturally relevant campaigns.

Saudi Arabia is filled with unwavering talent. The creativity here is among the best in the region. Give these creatives the right tools and KPIs, and see them fly.

Marketing’s moment of truth 2024 was a landmark year for governmentled initiatives in Saudi Arabia’s marketing, media and creative sectors. From hard infrastructure such as financing funds, academies and regulatory frameworks to soft support such as events, campaigns and recognition, the state has taken a multipronged approach to develop this segment of the economy. As Saudi Arabia continues its drive towards modernisation, marketing’s role has never been more critical. The interplay of AI, digital content, and women’s economic influence presents a unique opportunity for brands to rethink their approach.

However, true success comes from product authenticity, having the right talent, and marketing strategies that speak to today’s empowered Saudi consumer. Reputation is at the heart of any brand’s success in this market.

By Jana Bader, Managing Director, Supreme Hospitality KSA

Rethinking Saudi Arabia brand strategy Supreme Hospitality KSA’s Jana Bader talks about the intersection of AI, women’s buying power and authenticity in marketing.

April 28, 2025

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n an era of rapid technological advancements and evolving patient expectations, marketing and branding have become essential tools for building trust in healthcare institutions.

The global healthcare sector is facing unprecedented challenges, including equitable access to care, workforce shortages and the burden of chronic diseases. At the same time, technology has enabled significant improvements and breakthroughs in healthcare delivery, and it continues to evolve rapidly.

In this dynamic landscape, healthcare providers and institutions must effectively communicate their value, build patient trust and enhance engagement, all while consistently delivering quality patient care.

Successfully doing so is critical not just to building strong brands, but also to building sustainable health ecosystems for the future.

“Strategic marketing and branding can help bridge the gap between technological advances and patient care.”

Like many countries around the world, Saudi Arabia faces a range of healthcare challenges, some of which are specific to its local context. The population has grown to more than 33 million, with expatriates accounting for approximately 40 per cent, which adds complexity to healthcare planning and delivery.

Non-communicable diseases such as diabetes and cardiovascular conditions account for 73 per cent of all premature deaths, underscoring the need for preventive care initiatives. To meet the nation’s growing healthcare needs, the Kingdom will require an additional 175,000 healthcare workers, including doctors, nurses and other professionals.

Recognising these challenges, Saudi Vision 2030 aims to drive a comprehensive transformation of the Kingdom’s healthcare sector, improving quality, accessibility and sustainability.

Key initiatives include accelerating digital health adoption, expanding and upskilling the healthcare workforce, and fostering public-private partnerships to

enhance service delivery diversity. These investments are essential, but their success will also depend on patient awareness and trust – a critical, yet often overlooked, component of healthcare transformation.

Strategic marketing and branding can help bridge the gap between technological advances and patient care.

As healthcare systems introduce telemedicine, AI-driven diagnostics and digital health platforms, patients need reassurance that these innovations improve – not compromise – their care.

For instance, patient confidence in the quality and security of virtual care is essential for the adoption of telemedicine. Similarly, AI-powered diagnostics and robotic surgeries require clear communication about their safety, accuracy and patient benefits to demystify new technologies and build trust. This process must begin long before a patient enters the operating room.

Patients want to understand, trust and actively engage with the care available to them. Studies have shown that educating patients about their conditions and treatment options increases their likelihood of adhering to treatment plans, leading to reduced hospitalisations and improved health outcomes.

Empowerment also increases patient satisfaction. Without authentic, patientcentric storytelling and consistent messaging around standards, the most advanced health technologies may struggle to gain acceptance, challenging efforts to expand and improve access and ultimately transform health systems.

Yet, funding for healthcare communication lags behind other areas of the industry. In 2024, the global healthcare advertising market was valued at $42.28bn and is projected to reach $44.56bn by 2025 – a fraction of the worldwide healthcare services market, which reached $10.3 trillion in 2021 and is growing at a rate of almost 10 per cent annually.

Meanwhile, the healthcare IT market was valued at $663bn in 2023, growing at an annual rate of nearly 16 per cent. The medical technologies market is expected to reach $886bn by 2032. These figures highlight a disconnect. Investments in health technology and digital infrastructure should go hand in hand with health communications.

Patient care is always the top priority, alongside research and innovation; however, only with a commensurate focus on communication can we realise the actual benefits of technological advancements.

As healthcare undergoes rapid transformation globally, branding and marketing are no longer optional – they are strategic imperatives to building a more resilient and accessible global healthcare system.

By Muhannad A. Kadi, Chief Corporate Communications and Marketing Officer, King Faisal Specialist Hospital and Research Centre (KFSHRC)

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Strategic branding in healthcare King Faisal Specialist Hospital and Research Centre’s Muhannad A. Kadi shares the need to build trust in a high-tech, digital world.

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April 28, 2025

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ince 2018, Saudi Arabia has been engaged in a profound and wide-ranging conversation with itself about its identity and place in the world. Culture has been and continues to be at the forefront of that conversation.

Across art, music, sports, gaming, literature, heritage, crafts, museums and media there is a visceral energy. Having spent eight years in Saudi Arabia as Head of Events for Ithra, Aramco’s Centre for World Culture in Dhahran, I got to witness firsthand the beginnings of the country’s remarkable cultural resurgence.

In common with many countries in the Gulf, the cultural landscape is defined by a top-down approach with significant subsidy and direction from the government about cultural and creative entities and cultural manifestations – including live events.

Where Saudi perhaps differs is that with a large and young population that is majority Saudi there is also plenty of grass roots activity; indeed, there always has been, albeit not so obvious as it is now.

Cultural programming Jack Morton UAE and KSA’s Stephen Powell explains the move from events to experiences that shape a nation.

“Saudi Arabia is informing the global cultural ecosystem from its unique perspective.”

Saudi nationals are not just importing ready-made culture but are taking cultural forms from elsewhere and adapting them to the specific Saudi context.

Saudi manga is a prime example. It is visual art, music and film – historically, the most important forms in terms of reference material for marketers and advertisers – where Saudi is carving out its own identity and getting noticed across the world.

Vision 2030 has enabled huge investment in cultural forms and intellectual property (IP) and it is paying off. Perceptions of the country are changing, driven in part by a culturally charged series of campaigns by Visit Saudi and promotion of major events such as Noor Riyadh, Al Ula Arts Festival and MDL Beast that have all grown to be internationally recognised and globally influential. Riyadh Expo 2030 and the FIFA World Cup in 2034 will only serve to stimulate further interest and engagement with a burgeoning cultural and creative sector.

The Islamic Biennale in Jeddah is a prime example of how Saudi is informing the global cultural ecosystem from its unique perspective. The intersection of fine art and faith is as compelling and moving as any exhibition I have seen in recent years – not least because the work from an extraordinary range of global artists is imbued with meaning that transcends aesthetics or form. It is further evidence of a true cultural Renaissance.

This renaissance – in the sense of a re-engagement and realignment of cultural values and forms combined with an extraordinary affinity with digital technology and a voracious appetite for content – has created a rich environment for those of us who work in the creative, cultural and communication sectors.

It would be wrong to characterise the sense of new beginnings in Saudi Arabia as signifying a lack of cultural maturity or to see the Saudi market as simply some gold rush boom town.

Filmmakers, for example, have been around for a very long time there and have honed their craft in sometimes difficult circumstances. Saudis are great communicators and very good storytellers with a nice line in ironic humour – take a look at the work of Telfaz 11 on Netflix.

There is even a specific initiative QSAS, dedicated to immersive storytelling. As a result, Saudi nationals respond to good storytelling, especially work that has the ring of authenticity, and an attention to detail and sophistication; international agencies take note, coffee pots and camels will not win you work.

Heritage plays its part, but it is a heritage that is complex and multifaceted

with very distinctive regional differences – and like the Arabic language difficult and time consuming to fully comprehend and highly nuanced. Saudis are not only building a distinctive contemporary Saudi cultural identity but also taking time to communicate that to themselves and the wider world.

The proliferation of conferences, summits and symposia on cultural subjects ranging from youth empowerment to digital wellness has been a new and developing capability for us at Jack Morton and has given us access to the cross currents of culture. In our other work – brand activations, launches and live events – there has not been one project, be it the inauguration of a new Saudi airline, the FIFA World Cup Host Nation announcement or adidas’ retail activation in a major gaming tournament, that has not had a clear and specific cultural brief from the client.

One cultural and societal shift has been the increasing role of women in the wider workforce and especially in the cultural and communication sectors across government entities and commercial operations. Bright, well educated, multilingual and culturally savvy women are running companies, museums, galleries, cultural initiatives marketing departments, festival and event teams and controlling significant spend across all aspects of experiential. They are expecting you to turn up with your A-game and an informed point of view, and expect to see Saudis and other women in key positions on the other side of the table.

A recent PricewaterhouseCoopers (PwC) article aligning cultural heritage with business growth highlighted the enormous economic benefits that come from investment and promotion of culture and cited Morocco and Japan as countries that have followed similar strategies to Saudi Arabia with great effect. Saudi Arabia has 150 cultural facilities in the pipeline, representing $80bn by 2030, all focused on its objective to be a cultural hub, to diversify its economy and provide meaningful employment for its young, energetic workforce.

For us, in the business of creating culturally relevant experiences, this is great news both as opportunity for growth but also for creative inspiration and some of the most interesting work you can find in the communications sector today. My own professional ‘rebrand’ from Executive Creative Director (ECD) to Executive Culture and Programming Director shows how seriously we at Jack Morton are taking this.

By Stephen Powell, Executive Culture and Programming Director, Jack Morton UAE and KSA

April 28, 2025

The future: human-led, AI- amplified

amplify creativity, not as a substitute for the insights that come from realworld experience.

Clear boundaries are now a strategic best practice With generative content comes new risks.

Deepfakes, algorithmic bias and content duplication are no longer theoretical; they are relevant concerns that affect brand trust and market credibility.

I believe it is critical for organisations to define the boundaries of AI’s role early and clearly. This includes determining where automation is needed, and where human validation is mandatory. These decisions need to be built into creative operations, not handled retroactively.

In markets such as Saudi Arabia and the wider GCC, authenticity isn’t just a creative choice, it’s a core requirement.

Audiences expect brands to be genuine and aligned with their values, making it essential to build trust through every interaction.

SSUP World’s Najib Sabbagh discusses why the strategic advantage remains with humans owning insights.

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rtificial intelligence (AI) is accelerating, but so must human creativity. In the rapidly evolving marketing landscape of the GCC, and Saudi Arabia specifically, AI is no longer experimental. It is now part of our day-to-day workflows, whether it is utilised for image generation and automated copywriting or consumer behaviour prediction and campaign performance analysis.

OpenAI’s Sora now can deliver cinematic content from a single line of text, while production pipelines are being simplified by Adobe Firefly, and platforms such as Midjourney and Runway help teams creatively visualise and edit video in minutes. Not only is speed and volume changing agencies and internal teams, so is accessibility.

AI is already delivering real business value through efficiency, scale and cost optimisation, which leads marketers to one critical question: where does human creativity stand in all the AI advancements, and where does it retain its competitive advantage?

You can’t automate insight While AI delivers executional efficiency, it still lacks lived experiences. It can simulate behaviour and tone, but it cannot interact with consumers or products in real environments.

This matters because the most relevant marketing strategies in our region are fundamentally built on contextual understanding, cultural relevance and consumer observations. These come from teams who have interacted with

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consumers, experienced the products and interpreted local nuances.

Human ideation remains essential because the most impactful ideas still emerge from the ground up and are shaped by real-world observations.

AI should be a creative partner, not a replacement In practice, I believe AI should be used to support ideation, not substitute it.

According to the 2024 AI Marketing Report survey, 70.6 per cent of the 1,290 marketers polled believe AI can outperform humans in key marketing tasks. However, only 34.1 per cent of marketers report significant improvements in their outcomes from AI.

“Creativity grounded in local culture and audience insight will always feel more authentic and credible than AI-generated content.”

This demonstrates that while AI can drive operational efficiency, human creativity still plays an essential role in delivering impactful results.

We’ve seen brands such as Coca-Cola embrace AI to enhance creative campaigns without letting it replace the human element. Coca-Cola utilised AI-enabled tools to personalise advertisements in real time based on consumer behaviour to create relevant content without sacrificing the company’s brand values. This is a positive example of using AI as a tool to

Aligning innovation with national vision Across the region, governments are actively shaping the digital economy with forward-looking strategies.

Initiatives such as Saudi Vision 2030 and the UAE’s Digital Economy Strategy show us that innovation must have a context: our cultural identities and national goals of development must coexist within the modern digital era.

The marketing and advertising industry will need to evolve alongside this shift. It’s important that tech adoption doesn’t move faster than cultural relevance or brand integrity.

At the end of the day, creativity grounded in local culture and audience insight will always feel more authentic and credible than AI-generated content with no real connection to either.

Looking ahead: The strategic role of AI in a human-centred future AI will continue to evolve, and it is not unreasonable to assume the future of AI may involve systems getting closer to a human experience in the application of AI, the technology itself and robots with human capabilities.

The technology may eventually facilitate human-like experiences in an array of environments that we have not yet seen in real-world experiences.

Until we reach the point where AI or humanoids can physically interact with products or environments like we do, the strategic advantage is going to remain with humans owning insights.

In this next phase of marketing, AI’s role will continue to complement human ideation. Our ability to truly understand culture, behaviour and context cannot be replicated by AI, regardless of how advanced it is getting. AI can assist, but it cannot replace the lived experience of creatives, who engage with the world firsthand.

By Najib Sabbagh, Founder and CEO, SSUP World

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April 28, 2025

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igital marketing in Saudi Arabia – a country defined by hyper-connectivity, high mobile penetration, rapidly evolving ICT infrastructure and a youthful population with strong purchasing power – was always destined to thrive.

As Vision 2030 gains momentum, the Kingdom is transforming into a dynamic global player, even amid global economic uncertainty.

Confidence in the Kingdom is surging, and at the core of this optimism is Saudi Arabia’s largest demographic: Gen Z. Accounting for nearly 40 per cent of the population, Saudi Gen Z is the Kingdom’s most diverse, educated and digitally fluent generation. They are highly aspirational, socially aware and deeply connected to the nation’s transformation.

What sets them apart is not just their digital fluency or global mindset, but their unshakeable belief in their role within Vision 2030. They don’t just observe change; they’re actively shaping it.

This belief system forms the lens through which they interpret the world

“Focus on fewer causes or moments, but invest in them deeply and consistently.”

and, consequently, how they interact with brands. For any brand hoping to win in Saudi, especially with Gen Z, old marketing playbooks must be discarded.

Familiar strategies won’t work on this generation, which – while sharing traits with global Gen Z – also carries unique cultural and national expectations.

Forget localisation. Speak to Saudi One of the biggest shifts brands must understand is that traditional localisation no longer works. Saudi Gen Z is highly sceptical of advertising, yet extremely proud of their national identity. Content that looks like it was adapted from elsewhere simply won’t resonate.

Today, global and regional brands must create content that feels made for Saudi, ideally made in Saudi and, even better, made by Saudis.

This local-first, culturally rooted approach is the only way to gain authenticity and relevance. Anything less feels disingenuous to an audience that values realness above all.

Embrace constant change Saudi Arabia is evolving at breakneck speed. The cultural landscape is shifting, traditions are being reinterpreted and new norms are being written in real time.

For brands, this means that yesterday’s insight might be irrelevant today.

A trend embraced today could be a cliché by tomorrow.

Annual trend reports are no longer enough. Brands need to stay plugged into real-time cultural conversations, monitor national initiatives and remain agile. The Kingdom is in a state of flux, and success belongs to brands that are not only aware of this but excited by it.

Connect with personal values, but don’t ignore the national vision Saudi Gen Z, like their peers around the world, are drawn to brands that reflect their personal values: individuality, authenticity, innovation and inclusivity.

They want to feel seen and heard. But what makes this generation in Saudi unique is their deep alignment with national values and a shared vision for the future.

For brands, aligning with this national sentiment can build a powerful, emotional connection. Whether it’s supporting women’s empowerment, celebrating local arts and culture, backing entrepreneurship or championing sustainability – tapping into the national narrative creates longerlasting impact.

Even seasonal activations around Ramadan, Eid or Saudi National Day – when done meaningfully – can reinforce community, tradition and social connection.

But there’s a caveat: Gen Z can detect inauthenticity instantly. Overpromising or opportunistic brand behaviour won’t go unnoticed – and won’t be forgiven.

The key is to commit to less, but commit wholeheartedly. Focus on fewer causes or moments, but invest in them deeply and consistently.

In short, the brands that thrive will be those that co-create Saudi Arabia’s future with its Gen Z youth – speaking their language, sharing their ambitions and moving at their pace – because the Kingdom isn’t just a growth market; it’s marketing’s next frontier.

By Rawad El Dahouk, Head of Strategy, TBWA\RAAD Saudi Arabia

A new playbook for global brands TBWA\RAAD Saudi Arabia’s Rawad El Dahouk explains why brands that thrive in the future will be those that co-create Saudi Arabia’s Gen Z youth.

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April 28, 2025

Mastering localisation and Arabic content Mediaplus Middle East’s Hatem Fakih shares the need to go beyond translating content to truly understand what makes audiences engage and become brand advocates.

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audi Arabia’s digital scene is evolving fast, and so are consumer and audience expectations. With 99 per cent internet penetration and a population that is increasingly on their mobiles, brands have adapted to the new way of connecting with them.

More than 70 per cent of Saudi nationals prefer Arabic content, yet Arabic makes up only 1 per cent of the total content that they access on the internet.

That’s the main gap that brands can’t afford to ignore.

Content localisation isn’t just about translating content into Arabic. It’s about understanding cultural nuances, audience behaviours and media consumption. It also requires marketers to truly understand how Saudis engage and upload content on various platforms. Artificial intelligence (AI) is playing a big role in bridging this gap, but human creativity is what keeps the messaging authentic.

Local content is not a nice to have; it’s a must have Saudi consumers expect cultural authenticity from the brands they prefer. A brand that just copies global best practices cannot cut through the noise.

McDonald’s Saudi Arabia has mastered this.

Instead of reiterating the generic global communications for their products, it regularly localises messaging, offers and product names. The launch of the Shawarma Mac was a direct shout out to the Saudi food culture, and it immediately clicked with audiences.

Another case in point: Abdul Latif Jameel (ALJ) Motors – Toyota’s Ramadan campaign was not typical seasonal marketing. The brand leaned into cultural insights, storytelling and nostalgia, making it emotionally relevant.

Brands must understand customer behaviour – what makes Saudi consumers share, engage and talk – and communicate in Arabic to have an edge.

Arabic content and AI AI is changing how Arabic content is created, but it’s still far from perfect. The prevalence of a variety of local dialects means that traditional Arabic should not be a one-size-fits-all across all communications and content. Also, AI often fails to understand cultural context, so what resonates with a Saudi audience might not work in the UAE or Kuwait.

As a result, brands are combining AI-powered tools with human oversight. Some key trends shaping AI in Arabic content include: AI-powered Arabic copywriting tools: Platforms such ChatGPT and Google’s Bard are being used to

“Brands must invest in localised Arabic content and local talent, smart AI strategies, and culturally relevant messaging.”

generate Arabic content, but local adaptations and context proofing are still essential.

Voice search optimisation: This area is still low performing in the Saudi market. However, with the emergence of smart assistants, brands that tailor content for spoken Arabic searches on devices such as Yango’s Yasmina will have a big advantage.

AI-based e-commerce and enhanced personalisation: Platforms such as Amazon, Jahez and Nana use AI to offer more localised recommendations, ensuring that Saudi consumers see products and offers that are relevant to their preferences and geography.

Saudi-specific SEO and social media In terms of Arabic search engine and optimisation (SEO) and search engine marketing (SEM), audiences search differently in Saudi Arabia. Most agencies still focus too much on English-based SEO strategies or create a strategy based on an Englishfirst approach and then ‘Arabise’ it.

However, Google searches in Saudi Arabia are largely in Arabic. The way people phrase searches also differs regionally. While someone looking for a family car in English might type “best family car in

2025,” a Saudi user is more likely to search “‫ةرايس لضفأ‬ ‫ ةيدوعسلا يف ةيلئاع‬2025”.

Arabic optimisation, long-tail keywords and colloquial slang tend to rank higher and attract the right audience. The challenge is to find the right local talent who can adhere to such requirements.

Saudi Arabia is one of the world’s top global markets for social media usage, and each platform plays a different role: TikTok and Instagram Reels target younger audiences. Short, localised Arabic videos go viral fast. Brands such as Almarai and Mobily are using this format more frequently for better engagements.

X (Twitter): Saudi brands such as Toyota KSA actively engage with consumers through trending topics on X. The ALJ Motors – Toyota’s Corolla Cross campaign used X live event tools, teaser videos and live streams to drive engagement.

Snapchat: Localised augmented reality (AR) filters and storytelling drive deep engagement for brands that are active on this platform.

LinkedIn is a rising platform for Arabic B2B content. This platform is being extensively used to showcase government and corporate development.

Addressing the AI-human challenge in creativity AI is the new kid everyone is raising for efficiency, but it can’t replace emotional and cultural relevance, especially in a socially developed market such as Saudi Arabia.

AI surpasses human capabilities in terms of data-driven personalisation, speeding up copywriting and offering predictive insights based on analysed trends. However, human creativity wins in terms of building an emotional and cultural connection with Saudi Arabia’s communities, where humour and nostalgia are important. Culturally embedded campaigns that require authenticity, empathy and a deep understanding of cultural sensitivities also given human creativity an edge over AI. As a result, Saudi brands need to find the right balance between depending on AI and depending on local talent.

That said, the future of Arabic content in Saudi Arabia will largely be driven by more AI-powered Arabic chatbots, localised virtual and augmented experiences, hyper-personalised content and advancements in Arabic natural language processing (NLP).

By Hatem Fakih, General Manager – Saudi Arabia, Mediaplus Middle East

PARTNER CONTENT

April 28, 2025

A new era of innovation A deep dive into how Create., a leading regional agency, used AI to resurrect 600 years of Saudi history – and went far beyond campaign objectives to claim several awards.

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s AI tools were still finding their place in the creative world, Create., a regional agency known for pushing boundaries, was already making history.

The brief? Bring to life the 600-year-old story of Diriyah’s role in the Hajj pilgrimage – without any archival imagery, relying solely on oral records. What Diriyah had was a vision.

For centuries, Diriyah served as a vital stop for pilgrims journeying to Makkah. But its story – and that of the Imams who safeguarded these routes – had faded from public memory.

With a bold challenge from the passionate team at Diriyah Gate Development Authority (DGDA), Create. partnered with Manga Productions to build what history never documented: two fully visualised films capturing the legacy of these spiritual guardians and the city that protected them.

Commenting on how this campaign was brought to life, Dana Al-Azem, Business Director, Create., said, “AI was the tool, but culture was the canvas. Our goal wasn’t just awareness—it was connection.”

Using AI tools such as Midjourney and detailed research, the team recreated historically accurate visuals – down to clothing, portraits and environments – based on sketches from Manga Productions and approved by the Saudi Royal Court.

These weren’t merely imaginative illustrations, but deeply researched visual narratives rooted in oral history and brought into the digital age.

Tamara Qaisieh, Senior Account Director, Create., added, “Diriyah has countless stories to tell, and we used innovative tools like

CAMPAIGN RESULTS AT A GLANCE 31.7 million impressions 31.9 million video views 767,000 social engagements 10,000 new followers on Diriyah’s platforms 78 per cent increase in positive sentiment

Midjourney to bring this one to life – turning a lack of archival material into an opportunity for creative, youth-driven storytelling.”

The resulting campaign, Diriyah: The Road to Hajj, struck a powerful cultural chord –setting a new regional benchmark for AI-powered storytelling.

The campaign also won Gold at both the NYX and VEGA Awards in the Social Campaign category – cementing Create.’s position at the forefront of culturally driven innovation in the region.

This campaign – along with a series of other key initiatives such as the Diriyah Global Seminar, Saudi Founding Day and Eid celebrations at Diriyah, created in partnership with DGDA – helped reintroduce Diriyah’s rich heritage to the world.

Together, these projects supported Saudi Vision 2030’s goal of spotlighting the Kingdom’s past while embracing the future through innovation and digital storytelling.

Diriyah: The Road to Hajj was only the beginning.

Since the success of the Diriyah campaign, Create.’s presence in the Kingdom has grown significantly. Their expanding client roster includes Public Investment Fund, NEOM, The Royal Commission for AlUla, and Kimpton Hotels, and more.

Their ongoing partnership with Diriyah Gate Development Authority continues to thrive – with Create. most recently providing live, multi-location coverage of Founding Day celebrations, sparking national pride, unity, and cultural connection.

Driving this momentum is Mahmoud Shaban, newly appointed Business Lead for KSA, leading a team that fuses bold creativity with cultural authenticity – crafting stories that bridge past and future, and resonate from our region, to far beyond our borders.

“This is just the beginning of how we’ll use AI to preserve and elevate the region’s stories,” Shaban said.

Buidling on the success of the Diriyah campaign, Create. has gone on to pioneer other AI-powered experiences such as a groundbreaking course portal for Dubai Economy and Tourism.

Developed to support entrepreneurs across every stage of their journey, the platform features over 70 lessons across seven subjects, in both English and Arabic – delivering 140 video modules and integrated online tutoring.

Romain Colomer, Experience & Innovation Director, Create., concluded, “At Create, we are pioneering AI-powered education for the region – redefining how knowledge is created and delivered at scale. This is the future of learning: adaptive, scalable, and deeply impactful.”

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April 28, 2025

Saudi work

A roundup of some ‘made-for-KSA, by-KSA’ campaigns this year.

QUIT SCREENS TO SCENES Client: Budget Saudi Agency: FP7 McCann KSA

THE LAST CRESCENDO Client: Riyadh Season Agency: BigTime Creative Shop

To redefine how people celebrate special moments, Budget Saudi launched a campaign to encourage Saudi audiences to take virtual expressions of celebration into reality. The campaign invited consumers to share details on special moments, whether a birthday, promotion or a personal achievement. Those who celebrated online were brought together by Budget for a real-world celebration supported by emoji-style hearts, claps and confetti. The car rental company also leveraged influencer Abdulaziz Bakr, someone who is typically only seen on a screen, to the activation in an effort to foster a deeper sense of community beyond the screen.

This cinematic film aims to capture the drama of the highly anticipated rematch between light-heavyweight boxers Artur Beterbiev and Dmitry Bivol. Set in a grand European opera house, The Last Crescendo tells the story of the two boxers through three dramatic acts.

Directed by Alan Masferrer and shot over four days in Serbia, the film blends the art of opera with the raw drama of boxing. The soundtrack, composed by Philip Kay, was written specifically for the film, adding another layer of emotional depth.

WE’RE COMING Client: Rexona Arabia x Saudi Arabian Football Federation Agency: and us To celebrate the unstoppable determination of the Saudi Arabia Women’s National Football Team, this campaign showcases the team’s grit, resilience and relentless pursuit of their goals as they continue to break boundaries and inspire a new generation of athletes in the Kingdom.

Narrated through the voices of young girls who dream of a future in football along with the National Team themselves, the campaign underscores a collective vision: the Saudi Women’s National Team is not stopping until they achieve whatever they set out to achieve.

SOCIAL FEED Client: HungerStation Agency: VML Dubai

10 YEARS – FOODICS Client: Foodics Agency: Foodies Block

HungerStation introduced Social Feed – an AI-powered feature that allows users to turn any food post on social media into an orderable dish. The campaign taps into changing consumer behaviours, particularly the influence of social media on food choices. It also builds on HungerStation’s ongoing efforts to rethink how users engage with food delivery. By blending social media habits with ordering, HungerStation created a platform where food seen online is now part of its menu.

The cloud-based restaurant management tech and payments platform celebrated 10 years through this campaign by prompting audiences towards nostalgic moments with reflections on how restaurants operated 10 years ago.

“Remember when paper was used to take orders?”; “remember waiting in long lines just to place an order?”; “remember paying in cash and struggling to find spare change?” With a teaser reel followed by a brand video and four short-form social media videos, which were amplified through Saudi influencers, Foodics organically gathered more than 3.2 million impressions within the first week of the campaign’s launch.

April 28, 2025

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THE CURSE OF ANYTHING Client: Golden Chicken Agency: Tarek Nour Saudi Arabia This campaign taps into the universal problem of deciding what’s for dinner, and the most common response to that question from friends, colleagues, and family: ‘Anything!’

While it might seem like a straightforward answer, the response frequently leads to a stressful and overwhelming decision-making process, especially for young mothers and busy individuals. To address this, Golden Chicken positions its products as a solution, simplifying the decision and providing the perfect meal solution.

SWITCH Client: Beyond ONE Group – Virgin Mobile KSA Agency: Swing This relatable integrated campaign promotes Virgin Mobile KSA’s Switch Postpaid Plan by drawing inspiration from the daily inefficiencies

that have consumers overpaying for underused experiences. The brand took a comedic route to bring its brand values of heartfelt service, delightful surprise, smart disruption and insatiable curiosity to life. Three hero films served as the centrepiece for the campaign, accompanied by a media mix of social media, digital-out-ofhome, digital platforms and point-of-sale placements to ensure maximum visibility and impact.

WATCH AND LIVE THE STORIES Client: Disney+ MENA Agency: Science & Sunshine To tie together Saudi storytelling with iconic entertainment options available on the streaming platform, Disney+ MENA released three short videos on its Disney+ Saudi Arabia Instagram account, inviting audiences to showcase how mainstream entertainment becomes a part of everyday Saudi households. Picking from six of its top performing content offerings, the campaign showcases fine-dining kabsa inspired by Disney’s Ratatouille and FX’s The Bear, Wolverine-inspired toothbrush claws, and a father singing beloved Disney tunes. From dallah coffee pitchers and folded ghutras by the door, every scene hints at how the streaming platform is immersed in Saudi culture and households.

TOYOTA RECLAIMS TOYOTA Client: Abdul Latif Jameel Motors Toyota Agency: Serviceplan Experience To address a digital challenge in Saudi Arabia, where local consumers commonly search for their vehicles using informal Arabic nicknames (terms the company’s official website couldn’t use), Abdul Latif Jameel Motors Toyota leveraged off-page SEO techniques to turn a technical obstacle into a creative breakthrough.

Serviceplan Experience developed an off-page SEO strategy that placed the informal nicknames into backlinks and anchor tags.

Collaborating with trusted publishers and bloggers, the team ensured these high-volume terms linked back to Abdul Latif Jameel Motors Toyota’s website.

YALLA, AROYA CRUISES Client: AROYA Cruises Agency: Social Clinic Former Real Madrid football star Cristiano Ronaldo, who now plays for Saudi football club Al-Nassr FC, has been spotted in a new advertising campaign, alongside his partner Georgina Rodríguez, for AROYA Cruises, the cruise line owned by Cruise Saudi, a PIF-funded company. The campaign took a cinematic, playful approach – offering a glimpse into how Ronaldo and Rodríguez turn a regular day at home into a spark of cruise excitement.

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April 28, 2025

MOHAMMED SEHLY Chief Executive Officer, BigTime Creative Shop

WHAT DOES IT TAKE TO BE A MULTIPLE AWARD-WINNING AGENCY THAT ALSO HELPS CLIENTS MEET THEIR BRAND AND BUSINESS OBJECTIVES?

It started with building an exceptional team – talent from diverse creative disciplines and cultural backgrounds, all united by one mindset: How do we push boundaries and go bigger? Insight and research have been core to our process from the beginning, especially when speaking to global audiences. We focus on creating culturally resonant work – storytelling that fans instantly connect with, share, and remember.

But above all, it requires trust. We’re fortunate to work with clients who empower us to think boldly and execute without compromise. That trust has allowed us to explore a wide range of creative expressions – from turning a golf cart into a mobile DJ experience with LIV Golf to designing a bespoke luxury watch with Riyadh Season and Jacob & Co. which was auctioned at Sotheby’s for the Make-A-Wish Foundation.

It’s also taken us from a psychological thriller boxing promo voiced by Kylie Minogue that got us our first Emmy nomination to an all-star production tennis film featuring six of the sport’s biggest names.

Each project represents a different kind of creative risk – but all share the same DNA: bold ideas, cultural relevance and the trust to bring them to life globally.

These initiatives didn’t just win awards – they delivered impact. They broke out across social, earned global media coverage, and elevated brand visibility. More importantly, they positioned us as a creative force -attracting world-class directors who now seek to collaborate because they believe in the BigTime vision.

None of this would be possible without the belief and support of His Excellency Turki AlAlshikh, Chairman of the General Entertainment Authority and Riyadh Season – a driving force in enabling us to take Saudi creativity global. His support continues to inspire us as we build culturally relevant work that delivers results on local, regional, and global levels.

HOW IS BIGTIME HELPING SAUDI ARABIA RESHAPE THE WAY THE WORLD VIEWS THE KINGDOM IN LINE WITH VISION 2030?

Our work is shifting global perceptions of Saudi Arabia – not just as a market, but as a creative powerhouse. Through global sports and cinematic storytelling for Riyadh Season, the reaction has been overwhelmingly positive.

“When a message feels native, it sticks.

Get it right, and it becomes part of the culture.”

Thanks to Riyadh Season, we’ve produced promos that set new standards – locally and globally. One tennis promo was described as ‘bigger than a Marvel movie’. This momentum earned BigTime a place among the Top 12 Independent Agencies globally – a first for Saudi – and the Independent Agency of the Year recognition at Dubai Lynx, Adfest and Cresta.

IT IS IMPORTANT NOT TO GROUP SAUDI ARABIA WITHIN “MIDDLE EAST MARKETING STRATEGIES”, BUT INSTEAD TO FOCUS ON MARKETING SPECIFICALLY FOR SAUDI ARABIA BECAUSE ...

Saudi Arabia is a distinct nation with five major regions, each with its own subcultures, dialects and humour. With 70 per cent of our population under 30, we’re young, hyper-connected, and culturally fluid.

Marketers must move beyond assumptions.

They need to understand us with precision and nuance – like the TikTok algorithm does. Only then can brands truly speak our language.

BRANDS, MARKETERS AND AGENCY LEADERS IN SAUDI ARABIA MUST PRIORITISE ...

Pop culture. If a brand isn’t participating, it risks irrelevance. We don’t respond to hard-sell tactics or recycled real-time bidding (RTB). We want smart, emotional, and culturally in-tune storytelling.

When a message feels native, it sticks. Get it right, and it becomes part of the culture.

THE BIGGEST MARKETING DISRUPTION IN SAUDI ARABIA IN THE NEXT TWO YEARS WILL BE ...

The intersection of high-quality content, technology, and gaming. Gen Z sees gaming creators as bigger than athletes. The real opportunity is building content with this audience – content that blends smart storytelling with the platforms and formats they care about.

THE BIGGEST PROPORTION OF MARKETING BUDGET ALLOCATION FOR BRANDS IN SAUDI ARABIA SHOULD BE TOWARDS ...

Ideas that work. Not fixed deliverables. When briefs are outcome-driven, not media-led, bold and effective campaigns are born – the kind that truly moves the needle.

LOCAL SAUDI ARABIA ICONS, CELEBRITIES, INFLUENCERS, AND GAMERS WILL HAVE AN EFFECT ON SAUDI MARKETING BECAUSE ...

We’re seeing Saudi creators gain real global appeal – from singers and artists to gaming icons. This gives brands a powerful opportunity to collaborate with talent that’s locally relevant and globally resonant.

THE MOST IMPORTANT CHALLENGE THAT NEEDS TO BE ADDRESSED WITHIN SAUDI ARABIA CREATIVE, MARKETING, AND ADVERTISING INDUSTRY IS ...

Consistency in creative standards. We’ve proven we can break through. Now, we need to sustain it – through investment in originality, nurturing talent, and committing to ideas that are media-neutral, insight-driven and globally competitive.

MY OPINION ON THE BRAND VERSUS PERFORMANCE DEBATE IS THAT ...

This debate is outdated. Today, the right creative can deliver both brand impact and performance in one shot. When work lands culturally, everything else follows.

April 28, 2025

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SAUDI

AGENCY DIRECTORY A2Z Media

Acquisit

Type of agency: Digital marketing Founded: 2015 info@a2z.media

Founded: 2019 hello@acquisit.io

SERVICES: Fully integrated marketing strategising, paid media management, mobile app and website development, content marketing (social media and email marketing), branding

Acquisit enables companies’ growth by designing and executing data-driven strategies. Our scope covers all levers of growth marketing from traffic generation to revenue optimisation.

SERVICES: Performance marketing, SEO, CRM, conversion rate optimisation, measurement, Amazon & marketplace management

Accelerate Me Online Type of agency: Marketing and advertising Founded: 2011 ksa@acceleratemeonline.com SERVICES: Social media strategy, social media accounts setup and management, content creation, copywriting, design, animation, community management, paid media, print design (flyers, billboards, brochures, menus), production (TVCs, hero videos) and photoshoots.

Acquaint Communications

Action Global Communications Type of agency: Public Relations Founded: 2023 Saudi office: Riyadh ksa@actionprgroup.com SERVICES: Public relations and social media.

Type of agency: Creative Founded: 2013 Head of company: Lulwa Alharbi, CEO/Partner info@acq-c.com Where intuition meets intellect. A for Saudi by Saudi creative set up, known for its insight generation, in-house production abilities and endearing long client relationships.

SERVICES: Insight generation and planning, creative and conceptualisation, video animation and production, media and campaign planning, social media listening and reporting CLIENTS: MOC-Jeddah AlBalad, Roshn, Riyadh Season, Riyadh Bank, Panda

AKQA Saudi office: Riyadh Bassel.Sawy@akqa.com SERVICES: Creative communication, data and media, experience design, technology solutions, content production, brand activation

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April 28, 2025

Aleph Type of agency: Media Founded: 2005 Head of company: Gaston Taratuta Press@alephholding.com Aleph is a global network of digital experts and technology driven solutions that enables the growth of the digital ecosystem in more than 130 countries, connecting more than 26k advertisers with over three billion consumers.

SERVICES: Advertising solutions, technology solutions, payment solutions, education solutions CLIENTS: We work with all the big six agencies as well as regional tier 1 and 2 agencies

Around the Clock Founded: 2018 Headquartered: UAE info@atccoms.com A complete communications partner, delivering integrated solutions. With a scientific data-centric approach – we deliver strategy, media services, creative, digital, web application development and public relations and events

Brandwill Type of agency: Digital info@brandwillagency.com

F

ounded in Paris in 1989, Auditoire is a global creative agency with offices in Paris, Shanghai, New York, Riyadh, Alula, Dubai, Doha, London, and Milan. With over 20 years in the Middle East, we excel at crafting impactful experiences that connect brands with their communities. We believe creativity is a responsibility to inspire and captivate. Committed to excellence, innovation, and authenticity, we ensure that every event we create not only tells a story but also makes history.

Founded: 1989 (France) Type of agency: Creative and experiential events Saudi offices: Riyadh and AlUla Head of agency: Mehdi Belouahchia auditoire.com +966 53 638 3068 mehdi.belouahchia@auditoire.com

SERVICES: Creativity and design, event management, guest management, experiential experiences, conferences and summits, shows and ceremonies KEY CLIENTS: Diriyah Gate Development Authority, The Royal Comission of AlUla, Expo 2020, Cartier, International Olympic Committee AWARDS WON: Campaign – Event Marketing Agency of the Year 2024 (Greater China); BEA World 2024 – GOLD – creative event (CER1); Global Sport Week 2024 – GOLD - sport event; Event Marketing Award 2024 – (GOLD – Best corporate event , GOLD - Best trade show/exhibition/conference)

LEADERSHIP PANEL

Stephane Legendre

Mehdi Belouahchia

Samira Sadatgousheh

Marine AlJabari

CEO MENA

Head of Auditoire Riyadh

Managing Director KSA

General Manager AlUla

April 28, 2025

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A

ffiliated with ASATSU-DK (ADK), the 3rd largest advertising network in Japan, AGA-ADK is a full-fledged communications agency in the MENA region.

Known for its blend of memorable and effective ad campaigns that aim to deliver results. Using data to drive creative solutions, and with a content-first approach, the team focuses on creating relevance in communication in a world where individualisation and hyper-personalisation in advertising is taking lead in building consumer relations.

Founded: 1997 Offices: Beirut, Dubai, Jeddah, Riyadh Chairman: Roger Sahyoun aga-adk.com info@aga-adk.com

SERVICES: Full marketing communication services, strategic planning, creative designs, consumer activation, production, branding and corporate identity, content planning and production KEY CLIENTS: Cenomi, Baeshen, Langnese, Toshiba, Novartis, Mentos, Philips, Tabasco, P&G, Hasbro, Modon, Under Armor, Franklin Templeton

LEADERSHIP PANEL

Roger Sahyoun

Claude Abboud

Dany Azzi

Rita Aoun

Chairman

General Manager

Regional Executive Creative Director

Regional Finance Director

H Founded: 1976 Type of agency: Fully integrated communication agency Saudi offices: Riyadh and Jeddah Head of company: Tony G. Rouhana Number of staff: 200+(In ME) Horizonfcb.com +966 12 650 3100; +966 50 565 6445 admin.jeddah@alafakmena.com

orizon FCB (AlAfak) is a creative digital agency. We understand that activating business is critical and so is building brands for long term.

We build brands that are both timely and timeless with creativity fueled by diversity, data and technology to drive big business success. We believe that creativity is truly an economic multiplier and that brands can unlock it across everything they do. Whether it’s digital advertising, content creation, branding/ design, performance or retention – we build a powerful advantage over our clients’ competitors.

SERVICES: Marcom and adtech, strategy, branding and identity, integrated communication, digital and social comms, content creation, gaming, online and on-ground activations, retail and shopper experiences, rapid pace production, and innovation and technology, media planning and buying KEY CLIENTS: Aramco, Barn’s, Tatweer, Basamh, Kimberly-Klark, MBS College, Perfetto Pasta, Radwa Chicken, Sadafco, Majd Pay, PIF, SEDA, Saudi Made

LEADERSHIP PANEL

Mazen Jawad

Tony Rouhana

Rabih Houry

Michael Haber

Moutaz Jad

Mirna AlHakim

CEO

Vice President

General Manager, Media

Creative Director

Head of Strategy

Head of Digital

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April 28, 2025

PORTFOLIO

SERVICES:

Type of agency: Creative, Digital, Experience, Media

Strategies & brands experience (branding strategy, marketing & communications strategy, campaign strategy, developing brand experience).

Founded: 2004 Head of company: Abdulrahman Saud

OVERVIEW Bassmat is one of the Middle East’s leading marketing agencies designed to empower brands. We offer unique perspectives and strategies on cultural relevance and creativity with bold connections and influence within the metaverse. Bassmat stays at the forefront of the rapid transformation within the regional marketing industry, providing clients with confidence in their brand story. We drive insightful local and international knowledge to contribute to high impact and robust brand outcomes.

Creative (brand identity, creative campaign, developing creative content).

Digital content (content creation, creating and developing digital content, developing social initiatives, SEO).

Technology (creative technology, UX & UI solutions, mobile application development, digital transformation).

Experience (brand activation, events, live show).

Social media & digital PR (social media management, community management, digital PR, reputation management).

Media buying (media planning, media buying online/offline, influencer relations).

Analytics and data (monitoring and listening, digital campaign analytics).

KEY CLIENTS:

AWARDS:

ABDULRAHMAN SAUD

CEO

HATEM AL GHAMDI

CCO

AMMAR ZARAEE

CTO

SALEH ALHEDAITHY

ACCOUNT DIRECTOR

INDUSTRY SNAPSHOT

MARKETING IN SAUDI ARABIA ISN’T EVOLVING – IT’S BEING REINVENTED ABDULRAHMAN SAUD CEO A MARKET LIKE NO OTHER

Saudi Arabia represents a unique and powerful marketing landscape, driven by its rapidly changing social fabric and ambitious national vision.

Unlike conventional regional marketing, Saudi Arabia demands strategies that authentically reflect its transformative narrative. This transformation is not just economic – it’s deeply cultural, reshaping consumer identities and expectations at an unprecedented pace.

In this dynamic environment, brands must move beyond mere localisation and strive for deep cultural fluency. Authenticity here is not a buzzword; it’s the foundation of effective communication. Successful campaigns in Saudi Arabia are those rooted in genuine cultural insights and respect for local heritage,

amplifying brand relevance and forging lasting emotional connections with consumers.

INNOVATION-DRIVEN ENGAGEMENT

The integration of technology – particularly artificial intelligence and immersive digital experiences – is no longer optional. It is the critical differentiator for brands aiming to lead in this market. Saudi Arabia’s youthful population, digitally savvy and innovation-driven, expects sophisticated, engaging, and personalised experiences. Investments in digital innovation, data analytics and cutting-edge content creation are therefore essential components for brand success. The future offers extraordinary opportunities for Saudi Arabia to assert its creative and innovative capacities globally, particularly through monumental events such as the Olympic Esports Games 2027, Expo 2030 and the FIFA World Cup 2035. These platforms provide unparalleled exposure for brands capable of

showcasing Saudi’s unique cultural narrative and digital prowess to a global audience.

CULTURAL CONNECTORS AND LOCAL TALENT Influencers, local celebrities, and gaming icons represent more than just brand ambassadors; they are powerful cultural catalysts who authentically resonate with Saudi youth.

Collaborating strategically with these figures can amplify brand messages in culturally relevant ways, driving deeper consumer engagement.

Equally important is the commitment to nurturing local talent. Developing a strong pipeline of Saudi creative and technical professionals is vital for long-term innovation and industry leadership. Investing in human capital ensures not only the growth of individual agencies but also the broader vitality of the Kingdom’s creative ecosystem. Last year, we witnessed the launch of the Saudi Media Academy (SMA), and more recently, the SPA Academy – of which Bassmat is a proud member.

THE POWER OF STRATEGIC INTEGRATION

Finally, the distinction between brand storytelling and performance marketing must fade. The most impactful campaigns seamlessly blend compelling narratives with measurable performance outcomes, leveraging storytelling not merely for emotional appeal but as a strategic tool for measurable growth and consumer action.

At Bassmat, mastering this blend is our core strength and our commitment to excellence in Saudi Arabia’s distinctive market.

April 28, 2025

B

loomberg Media Studios is the strategy, creative and content powerhouse within Bloomberg. We move the people that move the world through datadriven storytelling that fuels their curiosity, passion and ambition. Our creative expertise bridges regional and international perspectives with Studios in New York, London, Dubai and Singapore. Our full-service studio in Dubai caters to all key markets in the Middle East and beyond, delivering integrated campaigns across Bloomberg’s digital, OTT, social and events platforms for maximum impact.

Founded: 2017 Head of studio: Ashish Verma, Global Head of Creative and Bloomberg Media Studios Headquartered: New York, NY bloombergmedia.com/studio +971 52 955 2900 anayak18@bloomberg.net

SERVICES: Brand positioning, strategy and insights, content development, campaign activation, video production and experiential design.

AWARDS WON: Tellys, Webbys, Cannes Corporate, Collision Awards, Signal Awards and more.

LEADERSHIP PANEL

Amit Nayak

Ashish Verma

Nicola Porter

Managing Director of Advertising, Middle East & Africa, Bloomberg Media

Global Head of Creative and Bloomberg Media Studios

Executive Editor, Bloomberg Media Studios

INDUSTRY SNAPSHOT

WHY SAUDI ARABIA DEMANDS A UNIQUE MARKETING APPROACH AND WHAT MARKETERS SHOULD PRIORITISE NICOLA PORTER Executive Editor, Bloomberg Media Studios

S

audi Arabia stands apart as a market that demands its own tailored marketing strategy, not one grouped under a generic ‘Middle East’ approach. The pace of transformation in the Kingdom is unprecedented, driven by technology, national ambition and a youthful population where 75 per cent are under the age of 35. This demographic is digitally native, highly connected and expects innovation, relevance and authenticity in every brand interaction.

Traditional marketing plans often fail to keep up with Saudi Arabia’s dynamic evolution, given its pace of change. To be effective, marketing strategies must be agile, data-driven and capable of responding in real time to trends and conversations. Social media plays a central role, enabling brands to engage directly with consumers, build relationships and shape narratives at the speed the country is moving.

Authentic storytelling is at the heart of successful marketing in Saudi. Campaigns should be compelling, culturally grounded and emotionally resonant, reflecting the rich heritage, diversity and aspirations of the Saudi people. Knowing your audience goes beyond demographics, it’s about understanding values,

behaviors and the platforms they frequent, then crafting experiences that align with those insights.

As the largest country in the region, comparable in size to a continent, Saudi Arabia offers vast opportunities in both business and tourism. Its emergence as a global destination is matched by the diversity of its people, cultures and landscapes. This means a one-size-fits-all regional strategy simply won’t work. Each campaign must be built with local nuances in mind.

Technology should be embraced not just as a tool, but as a way to connect and establish deeper engagement. Tech-savvy audiences respond to content that feels current, relevant and provides utility.

Ultimately, marketing in Saudi Arabia isn’t just about visibility, it’s about meaningfully connecting with an audience that is shaping the future. Success lies in being culturally aware, platform smart and innovation driven. In such a fast moving, opportunity rich market, the brands that win will be those that move at the country’s pace while staying grounded in authenticity and purpose.

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April 28, 2025

Brand Lounge

Create.

Office: Riyadh business@brandloungeme.com

Type of agency: Digital Saudi office: Riyadh Head of company: Tom Otton talktous@creategroup.me

Brand Lounge is a strategy-led brand consultancy with a 20-year track record.

SERVICES: Brand strategy, brand design, brand culture, brand innovation, content

SERVICES: Digital, design, performance marketing, social media, video production CLIENTS: Vision 2030, The Public Investment Fund, Royal Commission for AlUla, Diriyah Gate Devlopment Authority, NEOM

Chain Reaction

Dice

Type of agency: Digital Saudi Office: Riyadh, Saudi Arabia letstalk@chainreaction.com.sa SERVICES: Digital marketing, data and analytics, social media management, video production, creative services.

Type of agency: Creative Founded: 2013 Head of company: Sari Kazma talktous@dicema.com SERVICES: Events, activations, social and digital, campaigns, photography and videography CLIENTS: HPE, SAP, Marafiq, Hungerstation, Foodics

Creative Blend Type of agency: Creative Founded: 2013 Head of company: Mojib Bin Saud Alajaleen Hello@creativeblend.com.sa

Digitect

Creative Blend delivers high-quality creative and branding services that blend creativity with value. We aim to be a leading MENA agency, driven by passion, inspiration, diversity, and reliability. Our people are our greatest asset, and we foster a culture that attracts top talent and empowers growth.

SERVICES: Communication, content, design, production, events

Type of agency: Creative Founded: 2019 Head of company: Yousef Sharbatly m.hubeshi@digitect.com SERVICES: Strategy, creative, design, events and activations, media and PR CLIENTS: RCRC, SMACO company

H

ello there, we are Boopin!

Boopin is one of the fastest-growing independent agencies, led by a team of more than 180 passionate creators and marketers, each driven by a desire to tell memorable stories and create exceptional experiences for brands and consumers.

Our dedicated channel experts work as a team, ensuring we take a tactical approach to each channel while delivering a comprehensive 360-degree response.

Founded: 2011 Head of company: Shadi Abdulhadi Offices: Riyadh, Jeddah, Dubai, Abu Dhabi, Bengaluru, Jakarta, Shanghai, Singapore and Tirana.

Number of staff: 187 boopin.com +966 11 211 2243 info@boopin.com

TECH PARTNERS: Google, Meta, Twitter, Tiktok, Snap, Oracle, and Amazon.

SERVICES: Performance marketing, media planning and buying, digital infrastructure, digital transformation and automation, customer data platform facilitation and strategy, social content management and production, pr and influencer marketing, dynamic creative, API integration, web/app design and development, SEO and data visualisation KEY CLIENTS: Abu Dhabi Porta, Lucid Motors, Petromin Stellantis, ADNOC Group, Department of Culture & Tourism, Government Media Office, Baja Foods, GEMs Education, IG Group, Masdar, Informa, Deyaar, Shein, Xiaomi, EVIQ, Pure Health, and Coffee Address.

LEADERSHIP PANEL

Razmik Kalaidjian

Zeena Kurd

Reine Hammoud

Amir Tawaf

Prasad Sawant

Lyna Domiati

Regional Managing Director

UAE GM

KSA GM

Egypt GM

Performance Director

Regional Creative Director

FOCUSED ON WHAT’S NEXT. ALIGNED WITH VISION 2030.

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April 28, 2025

Four Communications

Gene Branding

Type of agency: PR Saudi office: Riyadh ray.eglington@fourcommunications.com

Type of agency: Creative Founded: 2013 Head of company: Ahmed Al-Abdullatif info@genebranding.com

SERVICES: Integrated campaigns; PR; digital marketing; social analytics and engagement; behaviour change

Gene is an award-winning Saudi branding agency, rooted in local culture and driven by global best practices. For over a decade, our team has developed strategically driven brands for clients in Saudi Arabia and the region, finding nuanced ways to resonate with audiences and make a difference.

SERVICES: Brand strategy, brand architecture, brand naming, visual identity development, and brand experience

FP Social

CLIENTS: Ministry of Culture, Ministry of Sport, Aramco, The Royal Institute of Traditional Arts, Alrajhi

Type of agency: Marketing info@fpsocial.com fpsocial.com SERVICES: event management, social media, web development, direct marketing, design, public relations, content management, lighting.

Global Think Group Type of agency: PR Founded: 2018 Heads of company: Adrianna Dafnis and Marco Binenti service@globalthinkgroup.com Global Think Group is a strategy and communications consultancy, born in the Middle East, that helps organisations achieve recognition and influence in rapidly changing environments. We blend communications, policy, and research to produce strategies, advice, and campaigns that deliver on our clients’s objectives.

Hmzah Type of agency: Creative Saudi office: Riyadh nouf@hmzah.com

SERVICES: Strategy and advisory, communications and public relations, digital, content, creative CLIENTS: Quality of Life Vision Realization Program, Global Cybersecurity Forum, Monsha’at, SNB Capital, INFRA, NUPCO

HORIZON HOLDINGS management: Rafic Saadeh, Executive Chairman; Mazen Jawad, CEO; Joe Jabbour, CFO.

BPN MENA management: Antonio Boulos, President; Carlos Yeghiazarian, General Manager; Bachir Zeidan, Head of Digital.

Founded: 2004 Regional offices: Dubai, Abu Dhabi, Riyadh, Jeddah, Kuwait, Beirut, and Casablanca.

Ownership: Horizon Holdings (51% IPG; 49% Rafic Saadeh) bpnmena.com +971 4 332 3304 info@bpnmena.com

W

e are a Horizon Holdings and IPG media planning and buying company with a strong network across GCC, MENA and internationally.

Data informs everything we do. We use data to extract actionable insights and create more intelligent media solutions that can uncover value and unlock full market potential for our clients. Our agile business model seamlessly integrates content, context and targeting to plan and implement result-driven high-impact media campaigns.

SERVICES: Data management, customised consumer and category research, strategy and business planning, media planning and buying across all traditional and digital media channels, and ROAS measurement and attribution modelling.

LEADERSHIP PANEL

Mazen Jawad

Antonio Boulos

Carlos Yeghiazarian

Bachir Zeidan

Rosie Elligate

CEO Horizon Holdings

President

General Manager

Head of Digital

Business Director

April 28, 2025

F Founded: 2024 (with 150+ years of legacy from H&K and BCW) Type of agency: Full-service communications agency Saudi office: Riyadh Head of company: Sameh Hamtini, Managing Director – KSA Bursonglobal.com +966 011 244 0116 sameh.hamtini@bursonglobal.com; rijosh.joseph@bursonglobal. com

or more than three decades, Burson has led communications in Saudi Arabia. Our 80+ consultants partner with organisations driving Vision 2030, across sectors including sports, gaming, arts, culture, energy and mobility. We enable them to connect with audiences and showcase their role in shaping Saudi Arabia’s transformation.

Our diverse team delivers impactful, culturally relevant campaigns that resonate with the Kingdom’s aspirations. Burson amplifies the voices shaping Saudi Arabia’s success, a trusted partner for brands navigating this dynamic market.

SERVICES: Brand strategy and experience, creative services, earned media strategy and media relations, influencer marketing and partnerships, product launches and campaigns AWARDS WON: Over 30 awards from industry-leading events including MEPRA, Lynx, PRCA, SABRE and Cannes.

LEADERSHIP PANEL

Sameh Hamtini

Rijosh Joseph

Managing Director, KSA + EVP Burson META

Regional Director - Head of Saudi Operations + Talent Development

E

xpertly helping PR and communications professionals demonstrate the value of their work, we collaborate with both global brands and local organisations across a diverse range of industries. We equip PR and communications professionals with the data, insights, and context needed to make better-informed business decisions.

Founded: 1984 Type of Agency: Media Intelligence Saudi office: Riyadh Head of agency: Mazen Nahawi – Founder & Group CEO carma.com +966 11 422 0204 CARMASaudiArabia@carma.com

SERVICES: Media Monitoring and alerts (online media, social media, print media, broadcast media, newsletters, and executive briefings); PR Measurement (media analysis reports, PR measurement dashboards, social media analytics); consultancy and market research; reputation measurement KEY CLIENTS: Ministry of Culture, Ministry of Economy and Planning, Saudi Centre for International Strategic Partnership, The Saudi Pro League (SPL), Almarai Company AWARDS WON: We had the distinct honour of winning 21 categories at the International Association for Measurement and Evaluation of Communication (AMEC) Awards. Among these were prestigious titles such as Large Agency of the Year and Most Effective Planning, Research, and Evaluation in the Middle East & Africa.

LEADERSHIP PANEL

Mazen Nahawi

Ahmed Dahduli

James Arney

Magdy El Banna

Khali Sakkas

Alexander Efthymiou

Founder & Group CEO

General Manager – Saudi Arabia

Director – Key Accounts

Associate Director

Global Head of Insights

Regional Director – MENA

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April 28, 2025

Imagination

Instinctif Partners

Type of agency: Creative Founded: 1979 (Riyadh office opened 2021) oliver.marriott@imagination.com

Type of agency: PR Founded: 2013 Head of company: Samantha Bartel-Al Khalaf helloMENA@instinctif.com

Imagination is an independent experience design company headquartered in London, with 14 offices worldwide.

Strategic reputation advisors, partnering with our clients to navigate change, mitigate risk, and build value through strategic communications.

SERVICES: Consulting, destinations, content and live experiences

SERVICES: Capital markets and investor relations, fincomms and IPO communications, corporate reporting, sustainability and esg strategy and reporting, reputation management and crisis communications CLIENTS: Dr Sulaiman Al Habib Medical Services Group (HMG), Savola Group, Abdul Latif Jameel, Saudi Arabian Mining Company (Ma’aden), The National Shipping Company (Bahri)

iMetric Offices: Beirut & Riyadh Hello@iMetric.net

Istabraq Limited Incubeta

Type of agency: PR Founded: 2013 Head of company: Sultan A .Almuzaini info@istabraqlimited.com

Saudi offices: Riyadh and Jeddah hello-mena@incubeta.com

Istabraq is a consulting firm headquartered in Riyadh, specialising in public relations, media and communications.

SERVICES: Creative services, digital media performance marketing, social media management, SEO

SERVICES: Strategic communications, crisis management, reputational management, digital strategy, media relations CLIENTS: Aramco, Ithra, Jada fund of Funds, National Development Funds, Misk Foundation

E

psilon is a global advertising and marketing technology company positioned at the centre of Publicis Groupe. We connect advertisers with consumers to drive performance while respecting and protecting consumer privacy and client data.

Epsilon accelerates clients’ ability to harness the power of their first-party data to enhance, activate and measure campaigns with confidence. We believe in an open, privacy-first advertising ecosystem.

Founded: 1969 Type of agency: AdTech, MarTech Head of agency: Rajesh Verma – General Manager, Epsilon No of staff: 9,320 worldwide epsilon.com/emea +971 4 818 9593 Rajesh.verma@epsilon.com

SERVICES: Epsilon helps clients effectively identify and target new and existing consumers. Marketers activate outcome driven experiences on the CRM, Digital, loyalty and retail media platforms to drive personalisation at scale, all within the highest standards of privacy compliance. AI-driven customer journeys deliver relevance, while transparency in measurement and reporting helps businesses stay in control of their marketing efforts.

KEY CLIENTS: Currys, Deliveroo, Walmart, McDonald’s, Marriott, FedEx, Landmark Group, Entertainer, Alshaya Group, Careem AWARDS WON: IDC MarketScape for Worldwide Data Clean Room Technology for Advertising and Marketing Use Cases; IDC MarketScape for Worldwide Demand Side Platforms; Forrester Wave™ Loyalty Technology Solutions LEADERSHIP PANEL

Rajesh Verma

Marwan Remman

Ali Diouri

General Manager, Epsilon

Client Development Director, Epsilon

Business Development Director, Epsilon

April 28, 2025

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D

entsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.

Network agencies: dentsu X, Carat, iProspect, Merkle, Dentsu Creative, Dentsu Sports International and Tag

Founded: 2007 Type of agency: Media Saudi office: Riyadh and Jeddah Head of agency: Ahmad Haider No of staff: 200-500 dentsu.com ahmad.haidar@dentsu.com

SERVICES: Consumer intelligence and data, media strategy, media planning, media buying and investment, performance marketing and commerce, marketing effectiveness, partnerships and innovation, content marketing, influencer marketing, social media, experience platforms, commerce, sports marketing KEY CLIENTS: Hungerstation, Saudi Vision 2030, Bupa, Jarir Bookstore, Public Investment Fund, Ferrero, Kraft Heinz, Mastercard, General Motors, Riyadh Art, Badael AWARDS WON: 2 Silvers - MMA Smarties 2024; Highly Commended Award - Athar Awards 2024; 1 Gold, 4 Bronze – MENA Effies 2024; Network of the Year MENA, 1 Grand Prix, 7 Gold, 1 Silver, 1 Bronze – MENA Digital Awards LEADERSHIP PANEL

Faisal AlGain

Julie Larguier

Sally Adib

Elizabeth Stead

Olaf Borutz

Mohammad Ismail

Head of Growth and Client Engagement, dentsu

Business Director, Carat

Associate Director, Carat

Client Operations Director, dentsu Creative

VP Commercial Sales, dentsu Sports

Trading Director, dentsu KSA

INDUSTRY SNAPSHOT

AHMAD HAIDAR Managing Director, dentsu KSA

specialise in delivering insights and strategies that resonate with the Saudi market.

audiences, telling compelling stories that resonate locally and globally.

BRAND, MARKETERS AND AGENCY LEADERS IN SAUDI ARABIA MUST PRIORITISE...

THE BIGGEST PROPORTION OF MARKETING BUDGET ALLOCATION FOR BRANDS IN SAUDI ARABIA SHOULD BE TOWARDS ...

consumer centricity above all. Brand leaders in Saudi Arabia must prioritise understanding their consumers deeply. This involves leveraging data-driven insights to create personalised and relevant experiences. As Saudi consumers become more selective, brands that align with their values – such as sustainability and innovation – will foster stronger connections.

We help brands to navigate this landscape effectively, driving loyalty and growth.

THE BIGGEST MARKETING DISRUPTION IN SAUDI ARABIA IN THE NEXT TWO YEARS WILL BE ...

IT IS IMPORTANT NOT TO GROUP SAUDI ARABIA WITHIN “MIDDLE EAST MARKETING STRATEGIES”, BUT INSTEAD TO FOCUS ON MARKETING SPECIFICALLY FOR SAUDI ARABIA BECAUSE OF ...

Saudi Arabia’s unique cultural, social, and economic landscape necessitates tailored marketing strategies. Unlike other Middle Eastern markets, Saudi consumers exhibit distinct preferences shaped by local traditions and values. Understanding these nuances allows brands to connect authentically, driving engagement and loyalty. At dentsu KSA, we

the integration of advanced digital technologies.

As consumers increasingly embrace digital experiences, brands must adapt to this shift by utilising AI and data analytics for personalised marketing. This evolution will redefine engagement strategies, requiring creativity and agility to capture consumer attention effectively.

WE’RE EXCITED ABOUT SAUDI ARABIA’S OLYMPIC ESPORTS GAMES 2027, EXPO 2030, AND FIFA WORLD CUP 2035 BECAUSE ...

they will showcase the Kingdom’s commitment to innovation and cultural exchange. They will also provide a platform to highlight the creativity and authenticity of Saudi art and culture. We are eager to utilise these events in our clients’ favours, we cannot stop thinking of the amazing campaigns our team can develop. I see that brands can leverage these moments to connect with diverse

digital transformation and content marketing.

Personalised experiences for Saudi locals in digital marketing are essential. Investing in digital channels and high-quality content will drive brand visibility and foster deeper connections.

This allocation will ensure brands remain relevant and competitive in a rapidly evolving market.

LOCAL SAUDI ARABIA ICONS, CELEBRITIES, INFLUENCERS, AND GAMERS WILL HAVE AN EFFECT ON SAUDI MARKETING BECAUSE...

they resonate deeply with their massive number of followers especially Gen-Z who currently dominates the markets and has a very strong voice and purchasing power. Brands must be strategic in selecting representatives, prioritising those who genuinely resonate with their audience. Honest and authentic experiences will always prevail, as consumers are becoming increasingly discerning.

THE MOST IMPORTANT CHALLENGE THAT NEEDS TO BE ADDRESSED WITHIN SAUDI ARABIA CREATIVE, MARKETING, AND ADVERTISING INDUSTRY IS ...

the rapid pace of change in consumer preferences and technology. Agencies must be agile and innovative to keep up. Additionally, it’s essential to foster a collaborative environment that encourages creativity while also ensuring that teams have the skills to deliver effective, relevant campaigns in this dynamic landscape.

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April 28, 2025

Inspire Events

Kattan Media

Type of agency: Events and experiential Saudi office: Riyadh events@inspiregroupme.com

Type of agency: Media Founded: 2017 Head of company: Founder and CEO Mohannad Kattan info@kattanmedia.com

SERVICES: Events; scenic; production; activations; event technology; event design

JCDecaux ATA Type of agency: Media Founded: 2010 Head of company: Elie Hajjar ksa@jcdecaux.com

Kattan Media is a full-fledged media and marketing agency, delivering end-toend solutions for events and brand activations. With a strategic media mix and influencers outreach, we create engaging and inspiring campaigns that drive success. Our expertise ensures impactful brand positioning, audience connection, and exceptional results in projects SERVICES: Marketing and communication strategy, social media strategy and management, influencers outreach, digital marketing, PR and brand positioning CLIENTS: Mercedes Benz, Al Saudia, STC, Goody, Al Nahdi

JCDecaux the global leader in outdoor advertising operates in more than 80 countries delivering innovative, data-driven ad solutions and empowering advertisers with targeted campaigns. Since 2011, JCDecaux ATA, its Saudi subsidiary, has revolutionized Saudi Ads landscape strategically managing Ads in 25 airports and King Fahd Causeway for maximum impact SERVICES: Out of home advertising company offers advertising spaces across 25 airports in Saudi Arabia and King Fahd Causeway

Livingroom Riyadh

LiveMena

Type of Agency: Creative full service Saudi office: Riyadh dani@lrriyadh.com

Type of agency: Digital info@livemena.com livemena.com SERVICES: SEO and SEM, pay-per-click management services, online media planning and buying, online viral marketing, social media optimisation, Facebook apps, mobile application development and web development.

We think local and act global. Local insights and Arabic first writing meets international production standards.

SERVICES: Creative, strategy, innovation, production, branding.

A

t Extend, we create brands that live and thrive within the culture of people.

By blending creativity with technology, we design experiences and forge connections that shape how people feel and engage with the world.

Strategy, branding, campaigning, social and digital, media, PR and martech – Extend combines extensive expertise across these areas with its collective of exceptional talent. The group is united by the firm belief that the power of creativity and technology provides answers to questions of sustainable growth.

Founded: 2012 Headquartered: Riyadh with offices in Dubai and Cairo.

Head of agency: Abdulaziz Albabtaen, CEO extendad.com info@extendad.com

KEY CLIENTS: Almarai; Esports World Cup; Riyadh Bank; Saudi Esports Federation; Ministry of Sports, Formula E SERVICES: Brand and marketing strategy, advertising and communication; digital, social and content marketing; integrated media and influencer solutions; data and analytics AWARDS WON: MMA Smarties, AVA Digital Award, NYX MarCom, Hermes Creative Award, VEGA Digital Award

LEADERSHIP PANEL

Abdulaziz Albabtaen

Georges Barsoum

Pascal Vrinssen

Sami Alrasheed

Tarek Alawar

CEO

COO

Group Managing Director

Managing Director Lavad

Managing Director Spex Media

April 28, 2025

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art of McCann Worldgroup and a flagship agency of MCN, FP7McCann is the number-one creatively driven integrated marketing company in the MENAT Region.

Award-winning regionally and globally, FP7McCann provides fully integrated marketing solutions, advertising and digital services. It has been named as the most effective agency network in the region for the last eight years in a row and the World’s Number 1 Most Effective Agency as per the WARC 100 in 2021 and 2022.

SERVICES: Brand consulting, business leadership, integrated creative solutions, integrated production, integrated strategy, campaign creation and activation, channel management, consumer journey analysis, content creation and production, social strategy, social listening, social playbook creation, content planning design/UX, digital strategy, holistic analytics, human-tech design thinking

Founded: 1968 Heads of agency: Tarek Miknas CEO of FP7McCann MENAT; Amr El Kalaawy, Regional Managing Director KSA & Bahrain tarek.miknas@fp7mccann.com ; akalaawy@fp7mccann.com www.fp7mccann.com

AWARDS WON: Dubai Lynx 2025 - #2 MENA Agency of the Year; Cannes Lions – most awarded agency in MENA 2024, 2023; Clio Awards 2024: 2nd Most Awarded in MENAT; D&AD - #1 agency in MENA 2024; New York Festival Awards - #1 agency in MENA 2024; Ad Age – agency A-list 2024; Global Effie Awards – network of the year 2024; Warc Effectiveness Awards - #1 agency 2024, #1 network 2024; Andy Awards - #1 network, #2 agency in MENA 2024; Golden Drums - #1 agency in MENAT 2024 LEADERSHIP PANEL

Amr El Kalaawy

Alaa Ghazzi

Samer Al Hussein

Neal Brasier

Fahad Mugharbel

Hanine Saab

Regional Managing Director KSA & Bahrain

Creative Director

Business Director

Head of Strategy

Social Media Director

HR Business Partner

H

avas is a full-service creative, media and PR agency built on a powerful network.

Uniting creativity, culture, media and emerging tech to cover the end-to-end customer experience and make a meaningful difference to the brands, the businesses and the lives of the people we work with. Connecting clients with their target audiences from Meaningful Ideas (MBi) to Media Experiences (Mx) – in the context of where they are and through the content, they pay attention to.

Founded: 2005 Type of agency: Integrated comms Office: Riyadh Head of company: Dany Naaman, CEO- Havas Middle East me.havas.com/havas-saudiarabia/ info@havasme.com

SERVICES: Communications strategy, media strategy, investment planning and buying, data and KPI planning, programmatic, data analytics, performance marketing, mobile and geo-local, OOH and experiential, media experience (Mx), digital marketing, social media, performance media, ecommerce, brand design, advertising, content creation, website and app development, content studio, community management KEY CLIENTS: Saudi Tourism Authority (STA), Saudi Monetary Agency (SAMA), Ministry of Tourism, Riyadh Air, Meem Bank (GIB), LG Electronics, Hotel Management Company (HMC), Panda, Aujan, Chalhoub Group, Tanmiah, Naif AlRajhi Investment, Hyundai, Kia, Sanofi, Abu Kass, Hadeed AWARDS WON: Major global and regional creative festivals including Cannes Lions, London International, D&AD, The One Show, Clios, Loeries, Adfest, MENA Effies.

LEADERSHIP PANEL

Houda Tohme

Dana Tahir

Rami Husseini

Alejandro Fischer

Carlos Nadal

CEO Havas Media Middle East

Managing Director Havas Red Middle East

Managing Director Havas Saudi Arabia

SVP - Strategy and Product Innovation, Havas Media Middle East

SVP Growth Havas Middle East

Get in touch

+971 4 873 6700 mena@groupm.com www.groupm.com/mena Founded: 2003 CEO: Amer El Hajj Number of staff: 750+ (MENA) Offices: Bahrain, Egypt, Iraq, Jordan, Lebanon, Morocco, Qatar, Saudi Arabia, United Arab Emirates (HQ) GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the ‘next era’ of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence.

Through its global agencies Mindshare, Wavemaker, EssenceMediacom, Keyade and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business.

Amer El Hajj CEO

Hicham Auajjar

Regional MD Practices & Solutions

Services & Products Strategy & Consulting: Communication Strategy, Media Planning & Buying, Investment Strategy & Management, AdTech & MarTech Consultancy, Ecommerce, Client Growth & Development, Digital Transformation Consulting Data & Analytics: Data Solutions & Analytics, Consumer & Market Research & Insights, Attribution Modelling, Effectiveness & ROI Measurement, Economic Modelling Performance & Activation: Search, Social, DOOH, Programmatic, SEO, SEM, Ad Operations (AdOps) Content & Innovation: Content Creation, Content Distribution, Content & Innovation Partnerships Social Media: Social Media Strategy, Social Media Management, Influencer Relations Other Services: CRM, Experiential, Sports Marketing & Sponsorships, Gaming, Advanced TV, Advanced DOOH, Integrated Video, Integrated Display, Integrated Cross-Channel, Acceleration (Always-on Transformation of Marketing Organizations), Copilot (AI Solution)

Abdallah Adra Head of Trading

Charbel Boujawdeh CFO

Felicity Stokes Head of Marketing & Communications

Hana Kaddaha Khatib Regional MD Levant

Laura Gleadhill

Mario Soufia

Nina Hamdan

Pauline Rady

General Manager Keyade MENA

Regional MD Content & Growth

Regional MD People & Talent

Founded: 1995 Number of staff: 30+

Alan Azar

Regional MD CX, Data & Tech

Choreograph is a global data products and technology company, built for a new era that demands a more purposeful approach to data. Choreograph provides a future-proof data system, orchestrating an end-to-end data enablement system that brings our clients’ customer data to life, and empowers them to move with intention.

Founded: 2009 Number of staff: 20+ (MENA)

Patricia Abi Fadel

Head of Investment GroupM, MENA

GroupM Motion Entertainment funds, develops, produces, and distributes premium television, digital content, and awardwinning programming around the globe in partnership with the world’s leading producers, talent, networks, and platforms.

Founded: 2012 Number of staff: 15+ (MENA)

Vivian Subrata Associate Director The Goat Agency, MENA

The Goat Agency was one of the first agencies to harness the power of influencer marketing for brands and have delivered thousands of campaigns for brands across Instagram, TikTok, YouTube, Twitch and more. We see influencer as a fullfunnel marketing channel, and we work with clients to devise strategies that will meet their objectives.

Regional MD Client Lead

Get in touch +971 4 873 6700 mena@groupm.com www.choreograph.com

Get in touch +971 4 873 6700 mena@groupm.com www.groupm-motion.com

Get in touch +971 4 873 6700 mena@groupm.com www.goatagency.com

Get in touch +971 4 454 7494 mena@mindshareworld.com www.mindshareworld.com Mindshare is a media services agency that accelerates Good Growth for its clients in the age of transformation. The solutions we create are both Good for consumers and drive Growth for our clients.

We were the first purpose-built agency created by WPP and today we are 10,000 people working in 116 offices in 86 countries, helping to drive Good Growth for our clients, our people, the industry and the world.

Samer Majzoub Regional MD

Abdallah Safieddine MD UAE & Qatar

Boutania Tazi MD Morocco

Founded: 1999 Regional MD: Samer Majzoub Number of staff: 250+ (MENA Key Clients Alat, Arab Bank, Danone, du and Virgin Mobile, Ferrero (Levant and Morocco), Henkel, Inma Bank, Mondelez (Morocco), New Murabba, NHC, Nova, Ooredoo Qatar, Property Finder, Qatar Airways, Qatar National Bank, Qatar Tourism, Red Sea Global

Darine Elkaissi MD Saudi Arabia

Sary Richat Regional Strategy Director

Get in touch +971 4 450 7300 mena@wmglobal.com www.wavemakerglobal.com

Wavemaker is a top five global media network. It’s roster of products and services has been built with a single aim – to positively provoke growth for clients and our people through our new operation system consisting of 3 speeds of growth. We are continually developing our offer to deliver growth in a fast-changing consumer world. Many of our most progressive capabilities are core to clients, including ecommerce, content and precision marketing. Our leading global consultancy has experts to solve any communications challenge, from go-to-market ecommerce strategy to digital transformation.

Marc Ghosn CEO

Marie Abiad Regional Strategy Director

Founded: 2017 CEO: Marc Ghosn Number of staff: 250+ (MENA) Key Clients Amazon, Colgate, Darwish Holding, DiDi, Dubai Islamic Bank, Edita, Friesland Campina, GIG, Honor, Huawei, L’Oréal, McCain, Nestlé, Netflix, Perfetti Van Melle, Total, Yahsat

Rana Zeidan Regional Business Director

Get in touch +971 4 449 4700 mena@essencemediacom.com www.essencemediacom.com

EssenceMediacom is GroupM’s newest and largest agency, committed to delivering breakthroughs for brands in the New Communications Economy. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.

Our ‘breakthrough’ ambition is underpinned by our commitment to ‘continuous learning’. We aim to ensure our people fulfil their potential by investing in their whole-person wellbeing, careers and capabilities, which in turn helps grow our clients’ businesses.

Abdalla El Abd Regional MD

Alex Jevons Regional MD Operations

Kim Mascarenhas Regional Strategy Director

Founded: 2023 Regional MD: Abdalla El Abd Number of staff: 250+ (MENA) Key Clients Adidas, Bayer, The Coca-Cola Company, Etisalat (Egypt), Google, L’Oréal (Egypt), Mars, ORA, PlayStation, Qiddiya, Richemont, Vodafone

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April 28, 2025

Liwa Content - Arabia

Mefan Creative Agency

Type of agency: Creative Founded: 1987 Head of company: Sagar Rege sagar@liwa.tv

Type of agency: Creative and production Founded: 2017 Offices: Jeddah info@mefan.co

The region’s first branded content agency and only video marketing specialist, is now in Saudi Arabia. In partnership with Millimeter Films, we bring decades of expertise with a deeper impact – bold ideas and seamless execution under one roof.

Strategy-led, idea-first, and execution-agnostic – we craft stories that move people and empower brands.

SERVICES: Social marketing campaigns, creative campaigns, media productions

SERVICES: Strategy, creative, branding, campaign planning, production CLIENTS: Shell, Hilton, Ministry of Tourism, TFO + Pepsi Rockstar, Saudi Airlines (through Publicis Groupe)

M&C Saatchi Arabia

MeMob+ Type of agency: digital media Headquarters: UAE/KSA/Qatar marketing@memob.com SERVICES: Location and data intelligence, market research, analysis amd brand lift studies, targeting and attribution, data-driven dynamic creatives, skippable and nonskippable gamified ads execution

Type of agency: Creative Founded: 2022 Andrea.Jhoolun@mcsaatchi.com SERVICES: Creative strategic communications, digital, production, PR and branding

Media Turtles Type of agency: Media production conglomerate Headquartered: Riyadh, Saudi Arabia info@mediaturtles.net HP Listing.pdf 1 24/04/2025 5:41 PM

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Agency: Hewar Group Founded: 2011 Type of agency: Marketing and Communications Headquartered: Riyadh Head of agency: Loma Jaber - Managing Director Website: www.hewargroup.com Email: Info@hewargroup.com +966 54 811 9668

Meshbak Company Type of agency: Creative Headquartered: Riyadh hi@meshbak.sa SERVICES: Strategy and branding; creative campaigns

Abdulaziz Al-Ghoshayan General Manager

Fawzi Bteddini CEO

Loma Jaber Managing Director

Hewar is a Saudi-born integrated marcom agency with regional presence, global expertise, and local knowledge. With +12 years in the market, we craft bespoke solutions for partners from the public and private sectors across diverse industries.

Our +120 Hewarians are the heart of our vibrant workplace, delivering end-to-end services that fit our partners’ needs.

Beyond communication excellence, we catalye brand value creation with a flair for absolute creativity.

CMY

K

KEY CLIENTS: NEOM- Zakat, Tax and Customs Authority - King Fahd Causeway Authority - Zain Telecom - D360 Bank

SERVICES: Strategic Communication & Public relations Creative Services Production Digital Solutions OFFICE LOCATIONS: In Saudi, Salah El-Din Alayoubi road

Media and Social media Event Management

King Abdulaziz district, Joud Center

Building no.3 – 1st Floor

April 28, 2025

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art of global BBDO network, Impact BBDO Saudi Arabia was established in 1985 and offers comprehensive and integrated marketing communication solutions, covering a wide and prestigious base of global, regional, and local clients. Our mission is to create and deliver the world’s most compelling content across all mediums and screens.

At BBDO, big is a way of thinking and being and we are built to do big things.

SERVICES: Advertising, brand development, corporate and reputation management, digital marketing, event marketing, integrated project management, marketing communications, marketing science, performance marketing, production, social and content marketing, shopper marketing.

Founded: 1985 Head of company: Dani Richa Saudi offices: Riyadh and Jeddah No of staff: 60+ impactbbdo.com +966 11 4653550; +966 12 6515566 n.hussain@impactbbdo.com

KEY CLIENTS: PIF companies, General Organization for Social Insurance (GOSI), Saudi Aramco, Ithra, ASMO, Diriyah, Ministry of Culture, Ministry of Industry & Mineral Resources, Royal Commission for Al Ula (RCU), Saudi Electricity Company, Saudi Motorsport Company (F1, Dakar, Extreme E), Saudi Investment Bank, Saudi Coffee Company, Saudi Downtown Company (SDC), SEVEN, Unilever, PepsiCo, Al Rabie AWARDS: Cannes Lions Global Network of the Decade; World Global Effie Index Most Effective Network; Cannes Lions MENA Regional Network of the Year (6 consecutive years); Campaign Global Awards Best Network MEA (3 consecutive years) LEADERSHIP PANEL

Dani Richa

Walid Kerbage

Dany Aouad

Manisha Bhatia

Wissam Chaar

Rasha Sabano

Group Chairman & CEO

CEO – KSA

General Manager

Head of Strategy

Creative Director

Associate Creative Director

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April 28, 2025

Milk Network

Nurum

Type of agency: Brand development firm Saudi office: Jeddah, Riyadh, and Cairo hello@milkdesign.co

Type of agency: Creative Founded: 2025 Head of company: Saleh Lzeik sal@nurum.com

SERVICES: Strategy, identity, communication

We are a marketing agency where science meets creativity. We understand people and create campaigns that resonate deeply. By combining data with bold ideas, we make marketing that’s witty, emotional and leaves a lasting impact. We focus on audiences, analysing trends, and transforming insights into strategies that work.

MusicGrid

SERVICES: Creative concepts, strategy and planning, digital and media, public relations, film production

Type of agency: Creative Founded: 2018 Head of company: Sami El-Quqa Sales@musicgrid.com

CLIENTS: Ministry of Culture, Local Content & General Procurement Authority, Ministry of Finance, PIF, Netflix

MusicGrid partners with some of Saudi Arabia and the MENA region’s most respected brands, delivering world-class sonic branding and music strategies that elevate identity and deepen audience connection.

SERVICES: Sonic branding, creative music, film music composition, curated playlists CLIENTS: Bank Albilad, ZATCA (The Zakat, Tax and Customs Authority), Monshaat, Jahez, Mercedes

Origin Type of agency: Digital Founded: 2014 info@origin.global

Onsor Mosha

Origin specialises in elevating brand experiences through a unique combination of technology and design, creating meaningful connections between brands and their customers.

Type of agency: Creative Saudi offices: Dhahran, Riyadh info@om.sa SERVICES: Advertising and promotional campaigns, marketing communications, design services, internal and external corporate communications

SERVICES: Strategy and advisory, creative powerhouse, design agency, immersive tech CLIENTS: Accenture, BCG, PIF, NEOM, Saudia

I

nitiative is a full-service media and communications agency that unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience. We do this through Fame and Flow. Brand Fame is built through widespread awareness, recognition, and interest among a defined audience. Customer Flow is built through engaging and seamless experiences across CX, content and media. When brands unite people in culture, they build Fame; when they connect individuals to unique journeys, they build Flow. Awarded Great Place to Work® in 2024 and 2025.

Founded: 1975 Head of agency: Lara Arbid Number of staff: 250 +971 4 445 4040 info@initiativemena.com

SERVICES: Media strategy, planning, buying and activation, performance marketing, communications planning, digital and programmatic, media consultation services (data tech, analytics, commerce, and audience planning), content and influencer marketing KEY CLIENTS: Miral Destinations, Americana, COTY, IFFCO, IKEA, Aljabr Trading Company, Aljabr Finance, Rabbit, Abdul Samad Al Qurashi, SELA, Mayora, Deliveroo, MSD, e&, Aldar Properties, Unilever, BUPA Global, Ajdan Real Estate Development Company AWARDS: Dubai Lynx Media Network of the Year 2024, 45 MMA Smarties, 18 MENA Effies, 1 MENA Digital Award, 4 MENA Search Awards, 1 Internationalist and 1 Festival of Media Global.

LEADERSHIP PANEL

Lara Arbid

Milad Karam

Nameer Abou Ismail

Karim Masri

Shoaib Ahmed

CEO MENAT

CFO MENAT

Managing Director, KSA

Head of Digital, KSA

Business Lead, KSA

April 28, 2025

J Type of agency: PR Founded: 2021 Office: Riyadh Head of company: Ibrahim Almutawa, Managing Partner jummarpr.com +966 112 172 777 ibrahim@jummar.co

ummar PR & Communication is a Saudi consultancy specialising in strategic communication, content creation, IPO support, media training and media engagement. Leveraging an experienced team with backgrounds in prominent local and international media groups and PR firms, Jummar serves diverse sectors including finance, real estate, aviation, education, media, energy, sustainability, e-commerce, entertainment and AI. Its strength lies in a deep understanding of local cultural, social and economic contexts, and media landscapes, enabling impactful communication solutions. As the Saudi partner of PROI Worldwide, Jummar further extends its reach and resources.

SERVICES: Strategising and planning, crisis communications, media training, media and social media content, media events KEY CLIENTS: flynas, ZATCA (Zakat, Tax, and Customs Authority), Imam Turki bin Abdullah Royal Natural Reserve, Burgerizzr, Taiba Investments

LEADERSHIP PANEL

Ibrahim Almutawa

Mohamed Yousef

Rakan Alowais

Ayman Hassan

Abdullah Khairallah

Alhussain Shblan

Managing Partner

Managing Director

Operations Director

PR Director

Account Manager

Account Executive

INDUSTRY SNAPSHOT

AMR ALNAJJAR Managing Director - Content

IT IS IMPORTANT NOT TO GROUP SAUDI ARABIA WITHIN “MIDDLE EAST MARKETING STRATEGIES”, BUT INSTEAD TO FOCUS ON MARKETING SPECIFICALLY FOR SAUDI ARABIA BECAUSE ...

the Saudi market is characterised by a deeprooted culture, strong national pride and a high level of education. These factors, along with many others, influence audience habits and attitudes as the Saudi public places great importance on cultural values and social customs, making it essential for companies to understand and respect these aspects when planning any marketing campaigns. Marketing strategies in KSA need to adapt to these cultural specificities to ensure their success. Campaigns in the Kingdom are unlike any other; they require a combination of respect for culture, knowledge of the community and a strong command of the Arabic language, along with the intelligent use of digital media, which is extremely popular in the Saudi market.

ABOVE ALL, BRAND, MARKETERS AND AGENCY LEADERS IN SAUDI ARABIA MUST PRIORITISE ...

Saudi culture. It influences every aspect of marketing and PR campaigns as social norms

determine how consumers interact with marketing messages, making it a priority to adapt these messages to align with local values and to understand cultural and social contexts.

To tailor your messages to the Saudi audience, you must use the appropriate language that respects cultural specificities to promote trust between the brand and the audience. Messages that reflect the respect and understanding of society and appeal to the audience’s needs are more successful and build long-term loyalty.

WE’RE EXCITED ABOUT SAUDI ARABIA’S OLYMPIC ESPORTS GAMES 2027, EXPO 2030, AND FIFA WORLD CUP 2035 BECAUSE ... hosting these global events will position the Kingdom’s cities among the most active and vibrant cities worldwide, stimulating most sectors and economic activities during this period.

This will require companies to engage with the public to promote and raise awareness of their brands and ensure the delivery of marketing messages. Consequently, this will create a significant opportunity for the marketing and PR agencies, especially with the expectation that many companies in different sectors will enter the market or relaunch their brand identity to keep pace with these global events and the visiting global audience with diverse tastes and interests.

THE MOST IMPORTANT CHALLENGE THAT NEEDS TO BE ADDRESSED WITHIN SAUDI ARABIA’S CREATIVE, MARKETING, AND ADVERTISING INDUSTRY IS ...

the lack of a talented workforce that is proficient in Arabic, understands the audience, and aware of the values and concerns of Saudi society. The Saudi market needs to create its own campaigns and avoid replicating other unsuccessful experiences. International models can be quoted, but they must be deeply adapted to suit the Saudi market. Any attempt to replicate these experiences with just superficial changes could backfire on brands adopting this approach.

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April 28, 2025

PG Integrated

Pixel Arabia

Type of agency: Creative pgintegrated.com

Type of agency: Digital info@pixel-arabia.com

One of Saudi’s most established agencies, we have 37 years’ experience, in the kingdom, with more than 100 diverse marketing specialists.

SERVICES: Website design and development, mobile application development, social media management, digital marketing, digital brand design

QP Type of agency: Creative Founded: 2006 Head of company: Marco Gazzelloni marco@qp.agency

PG Integrated Type of agency: Creative pgintegrated.com One of Saudi’s most established agencies, we have 37 years’ experience, in the kingdom, with more than 100 diverse marketing specialists.

Part of global agency QP, we are QP Arabia, a multi-award winning creative communications agency, expressing creative ideas through high-quality branding, design and film content.

SERVICES: Strategic planning, film production, branding, creative design CLIENTS: National Development Fund, The Helicopter Company, Unilever, Nestle, Hala

Rely

Phenomenal PR and Events Type of agency: PR and events info@prphenomenal.co

Type of agency: Media Headquartered: Riyadh info@relymedia.net

SERVICES: Media relation service, event management, press conference, crisis management, IPO camping

SERVICES: Media consultancy; digital and traditional media planning; media investment management; market research

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eadGen is a client-centric digital performance agency that has achieved significant milestones, partnering with leading brands in the Saudi market. Our success is driven by a team of digital media strategists and digital experts, empowered by progressive technology and a relentless focus on data-driven innovation. We specialise in bridging the gap between where our clients are today and where they aspire to be, transforming ideas into impactful digital masterpieces. With a unique blend of creativity, cutting-edge technology, and industry best practices, we bring the essence of marketing to life.

Founded: 2021 Headquartered: Riyadh Head of company: Elie Zenieh Number of staff: 40 www.leadgenarabia.com hello@leadgenarabia.com

SERVICES: Digital performance marketing, strategy and planning, technology consulting and implementation, data analytics, content and partnerships KEY CLIENTS: Sports for All, Saudi Motorsports Company, Salam Telecom, IAB – Biennale, Unified Group AWARDS: Athar Awards: Best innovative campaign - Highly Commendable – SFA; Best not for profit - Highly Commendable – SFA; Best Governmental - Winner – SFA; Business growth team of the year - Winner

LEADERSHIP PANEL

Elie Zenieh

Rasha Mansour

Ahmed Abou Ammo

Managing Director

Head of Strategy & Analytics

Deputy General Manager

April 28, 2025

We are Landor. World-leading brand consultants.

We make brands more valuable. We build brands differently. We work with our clients to define and solve their business problems. We strategically join the dots between our design, experience, measurement & governance capabilities, and always connect our brand work to business outcomes.

Proudly part of WPP.

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SERVICES OFFERED

Consulting. Design.

Experience. Governance.

Measurement KEY CLIENTS IN SAUDI ARABIA

Saudia. Neom.

Almarai. Alinma.

Public Investment Fund

LEADERSHIP IN THE REGION

Mariagrazia De Angelis General Manager, MEA

Basim Asaad

Managing Partner, Saudi Arabia

THE FUTURE OF MARKETING IN SAUDI ARABIA 1. It is important not to group Saudi Arabia within “Middle East marketing strategies”, but instead to focus on marketing specifically for Saudi Arabia because Saudi Arabia’s geographic, demographic, and strategic makeup is distinct from the rest of the region. The country has preserved cultural values that differentiate it even within the GCC. Unlike neighboring countries relying on global expertise for transformation, Saudi Arabia focuses on empowering its own people, emphasizing the importance of understanding local culture. Regional differences within Saudi Arabia require tailored approaches, as a one-size-fits-all strategy doesn’t work here. Vision 2030 plays a key role, aiming to empower local talent and position Saudi Arabia as a global leader in economy, technology, and investment. Global companies entering the market prioritize adapting their operations specifically for Saudi Arabia while serving other markets from within the country.

www.landor.com

Ash Banerjee

Executive Strategy Director

Lara Assouad

Executive Creative Director

2. Above all, brand marketers and agency leaders in Saudi Arabia must prioritize Talent development, knowledge transfer, and building infrastructure for data management.

Data will be the key driver shaping businesses, brands, and experiences in Saudi Arabia.

Branding and marketing competencies need significant focus to advance the sector.

Investing in local talent ensures the market has the skills required to thrive, while knowledge transfer helps localize expertise. Establishing robust data infrastructure will further support growth and innovation. These three pillars— talent, knowledge, and data—are essential for the future of marketing in Saudi Arabia.

3. The biggest marketing disruption in Saudi Arabia in the next two years will be the transformation happening in the government sector. Government entities are becoming more communication-active, branding-focused, and people-centered across industries like industrial partnerships, healthcare, sports, culture, and tourism.

Tourism, both international and domestic, is

hello@landor.com

Himanshu Pal

Executive Director, Brand Performance

Jessica Noble

Executive Director, Growth

emerging as a key pillar, with projects coming to fruition and millions traveling between cities annually—a scale never seen before. Sports marketing and esports are gaining momentum, with Saudi Arabia hosting major events like the Esports World Cup and investing billions into gaming. Cultural initiatives led by the Ministry of Culture aim to highlight Saudi heritage and challenge misconceptions globally.

4. We’re excited about Saudi Arabia’s Olympic Esports Games 2027, Expo 2030, and FIFA World Cup 2035 because these events mark a new era for Saudi Arabia, showcasing its transformation and ambitions on the global stage. Football, deeply rooted in Saudi culture, will expand perceptions and open Saudi Arabia’s culture to the world.

These events align with destination marketing efforts and rebranding Saudi Arabia globally, providing platforms to share progress, culture, and leadership with the world.

Mariagrazia De Angelis, General Manager MEA

@landorofficial

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April 28, 2025

Rayz Co.

Rowad Media

Type of agency: Digital Founded: 2013 Head of company: Ahmed AlSharif meshari.a@rayz.co

Type of agency: Production house mamdouh@rowadmedia.com.sa SERVICES: Media production, renting, cinema, events management, design, theatre, TV, consulting, training, investment

At Rayz Digital Marketing, we empower businesses with cutting-edge digital solutions and creative strategies to thrive in today›s competitive market.

SERVICES: Community management, strategy, creative content and design, campaign management, project management

Selva

CLIENTS: Elm, Jawazat, Morror, Dominos, STC

Type of agency: Creative Founded: 2023 Head of company: Juan Pablo Suerio info@alephholding.com

Ritix Group

SERVICES: Brand strategy and development, creative content creation, advertising and marketing, web and digital development, creative and innovative services

Type of agency: Production house info@ritixgroup.com Ritix Group was established in Saudi Arabia in 2006 to provide effective solutions to develop business in the private, public and non-profit sectors through its consulting, production, media and investment companies.

CLIENTS: We work with all the big 6 agencies as well as regional tier 1 and 2 agencies

Sifr Creative House

Rocket Interactive Type of agency: Digital +966 53 555 3740

Founded: 2018 Headquartered: Riyadh Hello@sifr.sa

We offer innovation and creativity to redefine your experience to connect digitally with your client by creating outstanding websites and applications that offer the best user experience on any device.

Sifr is a local creative house with international standards. They have pioneered their way in the creative industry since 2018 with exceptional conceptual work surpassing expectations and setting them in a league of their own.

A

t Magna, our mission is to be the driving force behind our clients’ success by delivering unparalleled media and communication solutions across MENA. Our vision is to redefine industry standards, envisioning a future where businesses thrive through a fusion of great strategies and innovation.

Our expertise enables our clients to benefit from cutting-edge solutions that deliver tangible business results. As part of MCN and globally IPG, we generate outstanding value from research, tools and competitive media rates, enabled through our group’s buying power.

Founded: 2005 Head of agency: Lara Arbid Number of staff: 120 magnamena.com +966 (011) 2152211 info@magna-global.com

TECH PARTNERS: Adjust, Kochava, Appsflyer, Zapier, Oracle, GCP, Datorama, Flashtalking, Salesforce, Google SERVICES: Digital and traditional media services, integrated media strategy and activation, communications planning, market research, consulting, social media, SEM, programmatic media, mobile partnerships, analytics and BI, DCO KEY CLIENTS: Dubai Holding Group, Dubai Properties, Meraas, Jumeirah Group, Dubai Parks & Resorts, Global Village, Nahdi Medical Company, Banque Saudi Fransi, Twinings, Commercial Bank of Dubai, Canon, Parkin, Mountain View, Al Jazirah Ford, BTC Gold

LEADERSHIP PANEL

Lara Arbid

Sini Baby

Santadip Roy

Nameer Abou Ismail

Karim Masri

CEO MENAT

CFO MENA

Managing Director MENA

Managing Director, KSA

Head of Digital KSA

April 28, 2025

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ith more than 40 years of experience in Saudi Arabia, we are deeply rooted in the Kingdom’s cultural landscape and proud to be trusted partners to a diverse portfolio of clients. Our proven track record with leading brands highlights our ability to manage, high-profile accounts.

Founded: 1986 Head of agency (KSA): Samer Abboud Saudi office: Riyadh memacogilvy.com/ae +966 11 293 446 samer.abboud@ogilvy.com

As part of a global creative network, our longstanding presence in Saudi Arabia gives us an unparalleled understanding of the local market. This deep expertise is further strengthened by Ogilvy’s global reach and decades of industry leadership, enabling us to deliver impactful both locally and globally.

SERVICES: Advertising, public relations, experience, health and consulting KEY CLIENTS: Ministry of Culture, Green Riyadh, IKEA, World Defense Show, Avilease, SAMI, Asfar, RCU, Expo 2030, Lab7 (Aramco), Diriyah, Ula Development Company, Nestlé AWARDS WON: MEPRA – Likea (Best PR Campaign, Best vs Budget Campaign)

LEADERSHIP PANEL

Ghassan Maraqa

Jon Marchant

Samer Abboud

Ziad Ghawi

Amani Al Atat

Ashraf Shakah

CEO – MENA

President – MENA

KSA Country Head / Chief Growth Officer MENA

Managing Director

General Manager Advertising

Public Relations President

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EXECUTIVE LEADERSHIP

Elda Choucair

Wissam Najjar Naj ajj aj jjar

Antonio Chedrawy

Firas Ghazal

Daniel Shepherd

Chief Executive Officer OMG MENA

Chief Operating Officer OMG MENA

Chief Financial Officer OMG MENA

Chief Commercial Officer OMG MENA

Chief Strategy Officer OMG MENA

DIGITAL AGENCIES

Data, tech and analytics consultancy

Hoda Daou General Manager Annalect MENA

Digital marketing and cloud consultancy (Google ecosystem)

Vimal Badiani Managing Director TRKKN MENA

Annalect, OMG MENA's analytics and technology arm, delivers advanced solutions through data scientists and engineers. Services include dashboards, automation, and machine learning to optimize ad performance.

With 260+ consultants in 30 locations, TRKKN enhances digital maturity across industries, providing Google Marketing Platform and Cloud consulting to maximize efficiency in a privacy-centric ecosystem.

Services: Measurement & Predictive Analytics, Audience Strategy, AI-Driven Creative Optimization, eCom Analytics, and Adtech/Martech Consultancy

Services: GA Audits, KPI Workshops, GMP & GCP Support, Media Consultancy, Technical Implementation, Cloud Deployment, Digital Transformation, and UX/CO Services

Contact: requestsmena@annalect.com

Contact: info.mena@trkkn.com

DISCOVER MORE

Digital commerce platform and consultancy

Raoul Zenon General Manager Flywheel MENA

AND CONTACT US

Research & cultural intelligence consultancy

Chady Debs Managing Director Sparks & Honey MENA

Flywheel drives growth with tailored commerce solutions across 32 countries. With 2,000+ experts and AI, we unify Retail Media, Operations, and Marketplace Intelligence to boost sales, market share, and profitability.

At sparks & honey, we align brands with the future through culture. Using Q™, our AI-powered intelligence system, we analyze trends, structure data, and score insights daily to help brands navigate change.

Services: Strategic Advisory, eRetail & Marketplace Management, D2C & Retail Commerce Implementation, FullFunnel Retail Media

Services: Business Transformation, Business Consulting Services, Cultural Trends, Mergers & Acquisitions, Product Innovation, Research & Development

Contact: mena@omnicommediagroup.com

Contact: infomena@sparksandhoney.com

AGENCY LEADERSHIP

Saleh Ghazal

Ziad Soukkarie

Christian Fedorczuk

Karen Doumet

Rasha Rteil

Chief Executive Officer OMD MENA

Managing Director OMD KSA

Chief Executive Officer PHD MENA

Managing Director PHD MENA

Managing Director Hearts & Science MENA

MEDIA AGENCIES

OMD is the world's largest media network with more than 12,000 people working in over 100 countries, promising to create what’s next for our clients. As a people-centered organization we leverage evidence-based data solutions and the power of empathy to create tailored strategies that drive sustainable growth.

Services: Strategic planning & investment management, performance marketing, data and technology consulting and implementation, analytics and e-commerce transformation/marketplace management Contact: hellosaudiarabia@omd.com | +966 11 216 7796

PHD is a global media and marketing communications agency, driven by innovation and creativity. We deliver transformative growth by helping our clients outthink, outpace and outgrow their competition — with intelligence connected across a next generation network — that brings everything and everyone together.

Services: Media planning & buying; strategic planning; data analytics & technology consultants; social & content marketing; SEO; creative services including dynamic creative optimization Contact: info.ksa@phdmedia.com | +966 11 216 7796

Pioneering Growth Velocity, Hearts & Science delivers game-changing results through end-to-end solutions that simplify the consumer journey and maximize conversions.

Services: Media planning/buying, e-commerce, marketing science, ROI modeling, digital transformation, growth acceleration, Martech, and CRM consultancy Contact: mena@hearts-science.com | +971 4 450 0450

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April 28, 2025

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ublicis Communications KSA is the creative hub of Publicis Groupe, bringing together Leo Burnett, Saatchi & Saatchi and MSL in the region. Leo Burnett was built on a simple belief that the most creative, effective, and powerful work has people and their behaviour at its core - their needs, wants, dreams and hopes. Saatchi & Saatchi is a fullservice, integrated communications network. They are in the business of getting people to fall in love with their client’s products and services. MSL is Publicis Groupe’s strategic communication and engagement company. They champion clients’ interests through fearless and insightful campaigns to build influence and deliver impact.

SERVICES: Marketing communications strategy and consultancy, creative content and production, social and digital media strategy and content, branding, audio-visual production, digital and social strategy, influencer marketing and management, strategic planning, in-store activation, events support.

Founded: 1979 Type of agency: Creative communications Saudi offices: Jeddah, Riyadh and Dammam Head of agency: Adel Baraja, CEO Publicis Communications KSA publicisgroupe.com mena.inquiry@publicisgroupe.com

KEY CLIENTS: Nestle, Aramco, General Motors, Goody, Ithra, McDonald’s GCC & KSA, Nestlé, PepsiCo, Saudia, Sunbulah Group, Sync, Total Energies, Key Car Rental, Al Munajem, Tasaru, Alfa Co., Salam Telecom, Salam Mobile, Hawaei, Saudi Tourism Authority, Globant, Saudi Aramco, Iktiva, Bank Aljazira, Avalon Pharma, Trendyol, Sports Boulevard AWARDS WON: Cannes Lions – first Lion for Saudi Arabia, Effies, Dubai Lynx, WARC, Loeries, Cresta, NYF, AME, LIA, Jay Chiat, AdFest, Clio, Gerety, One Show, MMA Smarties

GROUPE EXECUTIVE LEADERSHIP

Bassel Kakish

Chief Executive Officer ME&T

Bashar Abdulkarim

Chief Talent Transformation Officer ME&T

GROUPE LEADERSHIP

Houda Samir

Chief Financial Officer ME&T

Adel Baraja

Ahmed Younis

Chief Executive Officer Chief Creative Officer Publicis Communications KSA Publicis Communications KSA & Egypt

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ublicis Media KSA is the media hub of Publicis Groupe, comprising four agencies in the Middle East: Spark Foundry, Starcom, Zenith, and Digitas. Spark Foundry blends start-up energy with scale to deliver innovative media solutions, specializing in luxury, retail, travel, and banking with a focus on one-to-one consumer engagement. Starcom designs Human Experiences that bridge what people want and what brands need to grow, always putting people first. Zenith is the ROI agency, driving brand growth through analytics, data & tech, performance marketing, content, and trading. Digitas is the marketing transformation agency that integrates media, creative, data, and technology to deliver modern marketing solutions.

Type of agency: Media Head of company: Tony Wazen, CEO of Publicis Media ME mena.inquiry@publicisgroupe.com publicisgroupe.com

SERVICES: Media Consultancy, Media Planning and Buying, Branded Content, Data and Analytics, E-Commerce, Digital & Performance Marketing Solutions, CX, CI, Measurement KEY CLIENTS: Royal Commission of AlUla (RCU), Saudia, Spotify, Mora Finance, Savola, Bayara, Sunbulah, Al Balad, Nahdi, JCDC, Sandoz, McDonald’s Jeddah, Al Majdouie, TMG, Samsung, Tree Zode, Neom, Saudi Tourism Authority, Red Sea Global, New Murabba and Salam Mobile, Haleon, Stellantis, LVMH, P&G, Almarai, Aramco, Saudi British Bank, Mondelez.

AWARDS WON: Dubai Lynx, Gartner, WARC, Cannes Lions, MENA Effies, Digital MENA Awards, Ad Age, 2020 Best Place to Work Award, Forrester Wave™, IDC MarketScape, Digiday, MMA Smarties, Festival of Media, MENA Digital Award.

GROUPE EXECUTIVE LEADERSHIP

Bassel Kakish

Chief Executive Officer ME&T

Bashar Abdulkarim Chief Talent Transformation Officer ME&T

Houda Samir

Chief Financial Officer ME&T

GROUPE LEADERSHIP

Tony Wazen

Chief Executive Officer Publicis Media ME

Joyce Hallak

Chief Strategy Officer Publicis Media ME

Rayan Hajjar

Elie Milan

Chief Investment Officer Chief Performance Officer Publicis Media ME Publicis Media ME

April 28, 2025

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ublicis Groupe stands as the foremost communications agency holding group globally.

Through the Power of One, we are uniquely positioned to help clients unlock growth through the intersection of data, creativity, media and technology. The Groupe enjoys a thriving presence in the Middle East fuelled by the region’s best talent, world-class agency brands and an enviable portfolio of clients. We are organised across four solution hubs: Publicis Communications, comprised of Leo Burnett, Publicis ME, Saatchi & Saatchi and MSL; Publicis Media, comprised of Spark Foundry, Starcom, Zenith, & Digitas, Publicis Sapient, our digital business transformation partner and Epsilon, which lies at the core of the Groupe, providing personalised experiences at scale.

Founded: 1926 Type of agency: Integrated Marketing Agency Head of company: Bassel Kakish, CEO Publicis Groupe ME&T mena.inquiry@publicisgroupe.com publicisgroupe.com

SERVICES: Publicis Groupe in KSA is organised across solution hubs, which intersect to provide seamless solutions. Publicis Communications is the creative communications division comprising Leo Burnett, Saatchi & Saatchi and MSL. Publicis Media harnesses the power of modern media with brands Spark Foundry, Starcom, and Zenith. Publicis Sapient is the digital business transformation arm. At the core of the Groupe is Epsilon, delivering personalised experiences at scale in the kingdom.

AWARDS WON: Cannes Lion, Campaign Agency of the Year Awards, MENA Effies, Dubai Lynx, Loeries, Jay Chiat, LIA Awards, CLIO, AdFest, D&AD, Cresta.

GROUPE EXECUTIVE LEADERSHIP

Bassel Kakish

Chief Executive Officer ME&T

Bashar Abdulkarim Chief Talent Transformation Officer ME&T

Houda Samir

Chief Financial Officer ME&T

GROUPE LEADERSHIP

Jennifer Fischer Chief Content Officer ME

Dyala Badran

Chief Content Officer ME

Tahaab Rais

Chief Strategy Officer ME&T

Khaled Abou Nader Chief Integration Officer ME&T

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April 28, 2025

Smart Social

Startups House

Type of agency: Digital info@smartsocial.me

Type of agency: Digital Founded: 2017 Head of company: Bahar Alharbi info@startupshouse.com

Our team is a social media agency; they are not just a group of people who live on the internet.

Saudi Arabia’s first private incubator, supports tech-driven startups in establishing and growing in the market. We offer tailored acceleration programs, business development support, and assistance in obtaining the entrepreneur license, easing market entry. With a strong focus on digital innovation, we empower startups to thrive in Saudi Arabia SERVICES: Specialised media and marketing solutions, branding, digital marketing, multimedia, marketing campaigns

SOCIALEYEZ

CLIENTS: Ministry of Communications and Information Technology (MICT), Royal Commission for AlUla (RCU), SEDCO Holding

Type of agency: Digital Founded: 2010 Head of company: Tarek Esper, Managing Director info@social-eyez.com

Sunny Side Up

Socialeyez is the Middle East’s leading team of creative strategists. Its philosophy, “Create No Matter What,” motivates the team to realise bold ideas and deliver tangible results for its clients. Socialeyez ‹s dedicated in-house teams lead end-toend services, from ideation to execution, including content creation, social media strategy and more.

Type of agency: Creative Founded: 2012 Head of company: Najib Sabbagh wassup@ssupworld.com

SERVICES: Content creation, online reputation management, video production, creative strategy, social media design

With headquarters in the UAE since 2012 and offices across the MENA region – from KSA to Beirut and through Iraq – Sunny Side Up ignites conversations with an authentic flair for strategy, brand building, and creativity. We are storytellers, brand builders, market shapers, and passionate creators, where innovation and creativity always reign supreme.

CLIENTS: Noor Al Riyadh Festival, ENOC, Dubai Games, World Government Summit, Salam Telecom

SERVICES: Agentive AI services, strategy and creative development, content and social media management, public relations, production CLIENTS: Dar Wa Emaar - KSA, Nusuk‚ Saudi Tourism Authority - KSA, Tim Hortons – GCC, ORA Developers – UAE, Solitaire Mall – KSA

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ublicis Sapient KSA, the digital business transformation business of Publicis Groupe, helps established organisations get to their future, digitally-enabled state, both in the way they work and the way they serve their customers. We help unlock value through a start-up mindset and modern methods, fusing strategy, consulting and customer experience with agile engineering and problem-solving creativity. We combine experience across technology, data sciences, consulting and customer obsession to accelerate our clients’ businesses through designing the products and services their customers value.

Founded: 1990 Type of agency: Digital Business Transformation Head of company: Srinivas Devulapalli, Senior Vice-President MENA, Publicis Sapient Publicissapientmena@publicissapient.com publicissapient.com

SERVICES: Strategy and consulting, customer experience, technology and engineering, enterprise platforms, data and AI, product management KEY CLIENTS: Neom, ADNOC, Abu Dhabi Executive Office, Saudi Research & Media Group, Department of Culture and Tourism Abu Dhabi, Diriyah Gate Development Authority, Saudi Company for Artificial Intelligence, Ministry of tourism, PIF and Saudi National Bank Capital AWARDS WON: 2022 Great Place to Work; Forbes World’s Best Management Consulting Firms; Consulting Magazine Best Firms; MACH Alliance Award; Global Brands Magazine Award; #1 Metaverse Design and Services by Constellation Research LEADERSHIP PANEL

Srinivas Devulapalli

Ashwaq Alshathri

Joseph Fletcher

Ala Kanan

Deepak Arora

Mounir Aris

Senior Vice President, MENA, Publicis Sapient

Country Managing Director, Publicis Sapient

Vice President and Head of Experience Strategy and Design

Chief Financial Officer, Publicis Sapient

Group Vice President, Technology – Delivery Engineering, Publicis Sapient

Senior Managing Director, Strategy Delivery, Publicis Sapient

LEADERSHIP Founded: 2000 Head of company: Reda Raad tbwaraad.com dan.leach@tbwaraad.com +966 59 699 6842 We are The Disruption Company® – a collective of creative minds and bold thinkers shaping the future of brands in Saudi Arabia and beyond. From the heart of KSA, we harness creativity as a strategic force to help businesses defy convention and claim an unfair share of the future.

Named one of the Most Innovative Companies six years in a row by Fast Company and recognized as Adweek’s Global Agency of the Year in 2024, 2022, 2021, and 2018, we bring world-class ambition and local insight to every brief. Rooted in our proprietary Disruption® methodology, we partner with brands across the Kingdom to unlock transformative growth through every touchpoint — from digital to retail, B2B to experiential, design to content, and everything in between.

Our collective is made up of passionate experts who live and breathe brand experience — and who believe that in a market moving as fast as Saudi Arabia, the bravest ideas win.

AWARDS -Most Innovative Companies in the Middle East 2024, 2023 & 2022 Fast Company Middle East.

-Great Place to Work Certified 2024 -Best Workplaces for Women 2024 Fast Company Middle East.

-The World's Most Innovative Companies 2025, 2023, 2022, 2021, 2020, 2019 Fast Company.

-Global Agency of the Year 2024, 2022, 2021, 2018 Adweek.

PANEL

Reda Raad

Dan Leach

Group CEO

Managing Director

Catherine Bannister

Derek Green

Chief Strategy Officer

Chief Creative Officer

Salwa El Meniawy

Rawad El Dahouk

Chief Financial Officer

Head of Strategy

KEY CLIENTS

Al Hatab, Johns Hopkins Aramco Healthcare, KFC, NEOM, Nissan, Pladis.

INDUSTRY SNAPSHOT

FUTURE-FORWARD IN THE KINGDOM It is important not to group Saudi Arabia within "Middle East marketing strategies," but instead to focus on marketing specifically for Saudi Arabia because… Saudi is moving at its own speed under Vision2030. A young, digital-first population and a surge of new industries demand messages that speak to local culture and ambition—one size for “the Middle East” simply misses the mark.

Above all, brand, marketers, and agency leaders in Saudi Arabia must prioritize… Deep cultural relevance. Go past surface storytelling to reflect Saudis’ daily habits, values and pride, turning real insights into ideas that feel genuine and foster meaningful connections.

The biggest proportion of marketing budget allocation for brands in Saudi Arabia should be towards… Data-driven digital experiences—social, gaming, AR/VR and mobile—that let GenZ and Millennials interact, personalise and share in real time.

Local Saudi Arabia icons, celebrities, influencers, and gamers will have an effect on Saudi marketing because… They are the cultural heartbeat. Partnering with Saudi creators, athletes and musicians gives brands instant credibility and authentic, grassroots advocacy.

DAN LEACH

Managing Director TBWA\RAAD Saudi Arabia

The biggest marketing disruption in Saudi Arabia in the next two years will be… AI everywhere—real-time personalisation, predictive analytics and AI-generated content—leading to hyper-relevant messaging and immersive digital experiences while blending with the Kingdom’s fast-rising entertainment and tech scene.

The most important challenge that needs to be addressed within Saudi Arabia’s creative, marketing, and advertising industry is… Developing and retaining Saudi talent. Growing the next wave of home-grown creatives, strategists and technologists is vital for lasting innovation and success.

We're excited about Saudi Arabia's Olympic Esports Games 2027, Expo 2030, and FIFA World Cup 2035 because… They put Saudi on the world stage and open huge canvases for brands to merge on-ground experiences with digital storytelling, earning both local love and global reach.

My opinion on the brand versus performance debate is that… It’s not an either/or scenario. Successful marketers in Saudi Arabia will be those who can seamlessly merge brand-building with performance marketing, using data insights to optimize campaigns without diluting the creative spark that captures the hearts of consumers in the Kingdom.

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April 28, 2025

Sweetwater KSA

Tajalla

Type of agency: Creative Founded: 2007 Head of company: Steven Hetzer contact@sweetwatermea.com

Type of agency: Creative hello@tajalla.co

Sweetwater is an award-winning independent brand experience agency, creating globally renowned work for the world’s greatest brands. We work holistically across the realms of advertising, activation and events with a singular focus on creating disruptive and big ideas that deliver both commercial results and cultural credibility.

SERVICES: Strategy, branding, social media management, OOH, radio ads, video, photography, copywriting, SEO, advertisement, design, motion graphics, signage, web design, infographics, publications.

Tajalla is that companion you can rely on to set your business on the right path and take you by hand to the right audience on the right ride.

SERVICES: Experiential and events, content and brand, guest management and operations, stunts and activations.

CLIENTS: adidas, MDL Beast, Mashreq, L’Oreal, MyClinic

Tarek Nour Gulf Ltd. Type of agency: Full-service agency Founded: 1973 Saudi office: Riyadh commsservices@tareknour.com

Tailwind EMEA

A multifaceted powerhouse, the first communications firm of its kind in Egypt, widely considered to be the pioneer of advertising in the Middle East.

Type of agency: Digital Founded: 2013 Head of company: Odysseas Ntotsikas welisten@tailwindemea.net Tailwind EMEA is a marketing technology consultant and integrator. It empowers bold marketers to drive marketing growth by using consulting, technology, and operations to help them transform ‘Mission Critical’ marketing processes. It is the authorised regional partner for Integral Ad Science, Innovid, Unlimitail/CitrusAd, GWI, Microsoft Invest.

SERVICES: Media quality and attention optimisation, programmatic media buying, digital media auditing and strategy and planning, media management services, adserving and creative personalisation CLIENTS: Saudi Electricity Company, Digitect, ExtendAds, Bold, Zamakan

Telfaz11 Type of agency: Creative Founded: 2011 Saudi office: Riyadh sales@telfaz11.com SERVICES: Content creation, digital storytelling, creative entertainment, media production, creative ideation, influencer management.

T Founded: 1939 Type of Agency: Experiential Ownership: TrueLink Capital Global President: Jeff Stelmach Offices: Riyadh, Dubai, Abu Dhabi and Doha thisisspiro.com +966 569 795 4505 ContactME@thisisspiro.com

his is Spiro. A strategically-led, creatively-driven, leading global experiential agency.

We exist to cultivate powerful bonds between brands & their customers through the channel of experiential.

Through our proprietary experiential intelligence system – our science of attraction – we understand customer drivers & attraction motivators, design to those behaviors, and position brands as the undisputed leader in the hearts & minds of their most important audiences.

SERVICES: Live events, strategy & planning, brand activations, fit outs & exhibits KEY CLIENTS: Aramco, Tahakom, Riyadh Air, DGA, SAMI AWARDS: Campaign ME Start-Up Agency of the Year, Chief Marketer Agency of the Year, Hermes Creative Award, ANA Global Ace Awards, Chief Marketer Top 200

LEADERSHIP PANEL

Jo Webber

Rabih Sabsabi

Najat Ftouni

Virginia Ocampo

Karen Chehayeb

Sarmad Al Tikriti

SVP Client Relations

VP Client Relations

Strategic Account Director

Global Strategist

Business Development Director

Events Director

April 28, 2025

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T

he home of Full Colour Media, UM is a global media agency committed to empowering brands to their full potential of growth by leveraging the power of brand patterns. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries with more than 3,000 people. In the MENAT region, UM is part of MCN, and stands as the largest network, with 12 offices spanning 11 markets. UM was ranked the #1 media agency in MENA by RECMA in 2024 for the 7th consecutive year, and awarded Great Place To Work in 2023, 2024 & 2025.

Founded: 2004 Holding group: Middle East Communication Network (MCN) / Interpublic Group (IPG) Head of agency: Joe Nicolas +966 11 215 2211 www.umww.com/locations/riyadh

SERVICES: Media planning and buying, digital and performance marketing, data and analytics, influencer management, consulting KEY CLIENTS: stc, stc Bank, Jawwy Mobile, mystore, IoT Squared, Center 3, Nespresso, AlSafi Danone, Diriyah Gate, McDonalds, ETi, Trendyol, Upfield, Activision, Saudi Goody Products Marketing Company, AlFanar Trading Company, Mohamed Yousuf Naghi Motors, Boeing AWARDS: MMA Smarties KSA 2023 (5 Silver, 9 Bronze), TikTok Ad Awards 2024 (1 Bronze), Agency of the Year, MMA Smarties 2022; Effie MENA 2022 (3 Bronze); Effie MENA 2021 (3 Gold, 3 Silver, 3 Bronze); MMA Smarties 2021 (21 Awards including 10 Gold Awards); Dubai Lynx 2020 (10 Awards), Search Awards 2020 (2 Awards); MMA Smarties 2020 (9 Awards) LEADERSHIP PANEL

Joe Nicolas

Mohammad Mannaa

Hani Dajani

Adib Khablawi

Anshul Jaiswal

Scarlett Fielding

CEO, MENAT

CEO, KSA

General Manager, KSA

Business & Operations Director, KSA

Direct – Performance, KSA

Associate Director – Strategy, KSA

W Type of agency: Public relations and communications agency Heads of company: Abdullah Inayat and Abdulrahman Saudi office: Jeddah +966-12-661-4579; +966-56-720-1039 w7worldwide.com abdulrahman@w7worldwide.com; a.inayat@w7worldwide.com

7Worldwide is an award-winning independent marketing communications consultancy, that has established itself as a prominent agency in Saudi Arabia. Our understanding of the local market combined with our global reach and knowledge gives us the edge and unique ability to bridge our clients with their audiences.

Communicating effectively with audiences has become essential for the survival of brands the world over and we utilise our local insight of the market as an innovative solution to this concern. We have extensive national and international experience in the technology, healthcare, government, corporate, consumer, and entertainment sectors and their various subdivisions.

SERVICES: Corporate reputations, corporate communications, reputation management, crisis management, stakeholder mapping & engagement, media outreach and media relations, research & data analytics, executive positioning, public affairs, brand solutions AWARDS WON: 49 nominations in 2021; ICCO Awards 2021; MEPRA 2021; PRCA MENA Digital 2021; PRCA MENA Regional Awards 2022; Marketing Conference 2.0 Regional

LEADERSHIP PANEL

Abdullah Inayat

Abdulrahman Inayat

Co-Founder

Co-Founder

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April 28, 2025

Tph DDB

WiseBlue

Type of agency: Creative enquiries@tphddbsa.com

Type of agency: Media Founded: 2018 Head of company: Farshad Dabeshkhoy, MD apply@wise.blue

DDB is one of the world’s largest and most awarded advertising and marketing networks and part of the Omnicom Group.

SERVICES: Design, advertising

SERVICES: Advanced campaign management, autopilot, automation and verticalspecific solutions, custom reporting and advanced analytics, dynamic ads, A/B testing, creative features CLIENTS: Gamers8 KSA, Asharq News in UAE, Coca Cola KSA, The Chefz KSA, Alinma Bank MENA, Jarir Bookstore KSA

TRACCS Type of Agency: Public relations/communications Founded: 1998 HQ: Jeddah, Saudi Arabia info@traccs.net SERVICES: Advisory-based solutions, content, training:

We The Loft Type of agency: Creative we@wetheloft.com SERVICES: Strategy and direction, consultation, brand strategy, communication strategy, art direction

TTP Type of agency: Creative info@ttp.sa SERVICES: Marketing, marketing strategy, branding, advertising, content creation, art direction

Ubrand Type of agency: Creative info@ubrand.sa ubrand.sa

Weber Shandwick MENAT Type of agency: PR Founded: 1983 Saudi office: Riyadh ZHasbani@webershandwick.com Weber Shandwick is a leading, full-service, integrated, global communications and marketing services agency that brings traditional communications into the digital age.

SERVICES: Corporate reputation; banking and financial services; consumer marketing; government communications; crisis and issues management

SERVICES: Advertising, digital marketing, social marketing, brand development, communication, content marketing, branding, media, media production, and events

UTurn Entertainment Type of agency: Production Houses Founded: 2010 Head of company: Kaswara Alkhatib Commercial@uturn.me UTurn is a Saudi-born digital content production company shaping culture through bold, localised content with a deep focus on Gen Z audiences in Saudi Media.

SERVICES: Content creation, sponsored content, branded content, digital production CLIENTS: Diriyah Season, Jeddah Season, Rabea Tea, E-Sports World Cup, Visa

Wonderful Productions Type of agency: Production House Founded: 2009 Head of company: Paul Sabbagh info@wprod.tv Wonderful Productions is a professional production house uniting local and international talents across various disciplines. We are dedicated to delivering unforgettable experiences, from production to the final result. Our vision is to elevate the production industry by blending top-tier talent with the best resources for flawless results.

SERVICES: TV commercials production, photography and film production services CLIENTS: FP7 McCann Group, TBWA/Raad, Impact BBDO, Publicis Group, VML

Vice Arabia

XELEMENT

Founded: 2021 Headquartered: Riyadh (MEA), NY (Global) tarek.khalil@vice.com

Founded: 2013 Headquartered: Riyadh, KSA info@xelement.co

SERVICES: Content production, creative consultancy, cultural consultancy, editorial, experiential, production services

SERVICES: Advertising & communication, brand strategies & development, marketing consultancy, intergrated media solutions

Navigating you t h r o u g h

Time & Space an EVER-EVOLVING journey

zamakan.agency

Taha M. Azhari

Khaled Abou Sleiman

President

Chief Executive Officer

Zamakan is a powerhouse.

We move with agility; adapting to our clients’ needs through seamless integration, role alignment, and the amplification of both our in-house teams and theirs. We don’t just support; we partner.

We are fully invested in our partners’ success.

Through strategic insights, customized training, and fruitful collaborations, we help teams grow smarter. Because we believe that one size never fits all.

Jad Kassab

Chadi Assaker

Media Director

Performance Media Manager

We tailor our approach and do things differently. We stand by our commitments, deliver measurable results, and open doors to new opportunities through data-informed decisions.

We are relevant. We are relentlessly curious.

We transcend.

Our Key Clients Sufana Salamah Media Executive

S

Azzam AlSudais Jr. Media Executive

Mohammad AlAnazi Sr. Digital Animator

audi Arabia isn’t just another Middle Eastern market; it’s the driving force behind the region’s transformation. Powered by Vision 2030, sweeping government investment, digital innovation, and a cultural awakening, the Kingdom is redefining how consumers engage with brands. Unlike other MENA markets, Saudi Arabia has a young, mobile-native population with increasing purchasing power and a strong appetite for global experiences that resonate locally, which necessitates a fresh, intentional approach.

More Than Just a Market

Saudi Arabia stands apart in the MENA region with its young, hyper-connected population, rising disposable income, mobile-native, highly expressive, and driven by a deep sense of national pride and purpose which makes KSA market very culturally-specific, where generic regional strategies fall flat.

At Zamakan, we don’t view the Kingdom as part of a wider blueprint; we treat it as a world-class market with its own rhythm, values, and influence.

Success here isn’t about localization; it’s about leading with cultural relevance.

Misk Foundation Saudi Motorsport Company Red Sea International Film Festival Future Investment Initiative Institute

“

Marketers must embrace human-centric creativity & data-driven precision. It’s about understanding the moments that matter; what people are thinking, feeling, & doing

”

Beyond Reach: Building Real Resonance

Today, brand success is no longer measured by reach alone; it’s about resonance. Saudi consumers are digitally sophisticated and emotionally attuned. They expect brands to offer not just products, but relevance, meaning, and value.

Marketers must embrace human-centric creativity and data-driven precision. It’s about understanding the moments that matter; what people are thinking, feeling, and doing, and using that insight to deliver purposeful, personalized engagement.

For us, data isn’t just a tool; it’s the canvas for connection.

The Rise of Cultural Storytelling

Over the next two years, Saudi Arabia’s marketing landscape will be transformed by the rise of culturally rooted content ecosystems. As Gen Z comes of age, they are demanding narratives that reflect their values, identity, and national voice.

We will see more Arabic-first content, local creator partnerships, and campaigns built around purpose, sustainability, and belonging. Technology like AI and immersive experiences will enable scale; but storytelling will remain at the center.

Brand vs. Performance? It’s Not a Choice

The divide between brand and performance marketing is outdated. The most effective strategies align both. Performance drives action; but brand builds trust, memory, and long-term equity.

At Zamakan, we build marketing ecosystems where every campaign delivers impact and meaning. Performance gets you noticed. Brand makes you unforgettable. In Saudi Arabia, relevance isn’t optional; it’s the benchmark.

By Khaled Abou Sleiman

Chief Executive Officer - Zamakan

April 28, 2025

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