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A number of tourism boards and organisation have launched summer campaigns as they look to increase visitor numbers. Saudi Tourism Authority (STA) recently launched its summer programme for 2024.
‘Saudi Summer is Next Door’ will run for four months until the end of September across seven destinations and includes more than 550 tourism products and 150 special offers and packages curated for families and children.
It will run across different market segments such as adventure lovers, those looking for luxury retreats and activities, and culture and heritage enthusiasts.Organised by the STA, it was launched by His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors.
The seven destinations include: Aseer, Al Baha, Taif, the Red Sea – a new destination, Jeddah, Riyadh and AlUa. This year, the programme will
also witness the return of the Jeddah Season and the launch of the Aseer Season with a momentum of family activities and events lined up.
Saudi events include the Esports World Cup in Riyadh being held for the first time, an annual eight-week competition featuring the world’s most elite Esports athletes, and multiple boxing tournaments happening in Riyadh and Jeddah.
It follows Ras Al Khaimah Tourism Development Authority (RAKTDA)
and Oman Ministry of Heritage and Tourism in collaboration with OMRAN Group who launched the ‘See Double’ campaign. The partnership aims to attract visitors to explore the nature emirate of Ras Al Khaimah and neighbouring Musandam, the governate of Oman.
The summer campaign encourages travellers to enjoy fun, adventure, and beauty in both destinations. It highlights the ‘Kids Go Free’ offer available at most hotels and attractions in Ras Al Khaimah and Musandam. The campaign was officially unveiled at the global travel industry event, ITB Berlin, which brought together leisure travel partners from all over the world.
The launch comes after the tourism entities signed an agreement last year to pursue cross-destination tourism promotion and marketing initiatives, with a view to boosting international tourism to Ras Al Khaimah and the Musandam Governorate.
See Double shows how travellers can maximise their experience by visiting two remarkable destinations within a 90-minute drive of each other. Featuring an easy border crossing and the shared natural beauty of the majestic Hajar mountain range, as well as a rich, intertwined history and cultural heritage, the campaign promises to captivate visitors.
H.E Raki Phillips, Chief Executive Officer of Ras Al Khaimah Tourism Development Authority, said: “This joint marketing effort marks the beginning of numerous crossdestination promotions we plan with the Sultanate of Oman.”
Tim Hortons has signed Sunny Side Up (SSUP) as a marketing partner in the Middle East.
The creative agency was chosen to redefine the Canadian coffee brand’s social narrative and strengthen its market presence in the UAE, Qatar, and Oman.
Tim Hortons aims to open 500 stores across the Middle East by 2025, building upon its current presence of more than 300 stores.
“This significant partnership underscores SSUP’s dedication to contributing to the regional creative landscape and pushing the boundaries of excellence,” remarked Najib Sabbagh, CEO of SSUP. CEO of Tim Hortons Middle East, Hesham Almekkawi, said, “We were really impressed with the strategic competency, creativity, and passion demonstrated by SSUP in the agency pitch process and look forward to collaborating with this dynamic team to achieve multiple KPIs.”
As the new face of Yas Island, Ryan Reynolds praised its attention to detail in an interview with Campaign Middle East editor Justin Harper.
Last month, the Hollywood film star was unveiled as its newest Chief Island Officer (CIO). He follows in the footsteps of former CIOs Kevin Hart and Jason Momoa who were brand ambassadors.
Campaign Middle East got the chance to ask Reynolds about his experience at Yas Island, regarded as the region’s leading leisure and entertainment destination.
“I loved the attention to detail. Everywhere you
look, it seems Yas Island is made with care, relaxation, and adventure in mind. The island is built to help you unplug, with amusement parks, golfing, and a ton of attractions. The coaster at Ferrari World was something I don’t think I’ll ever forget. I wasn’t expecting it to move that fast. Overall, the world they’ve built is so immersive and the rides will leave you absolutely breathless. Incredible.”
Campaign also spoke with Badr Bourji, SVPMarketing, Miral Destinations, who explained the
The brand rolled out its latest iteration of the global brand campaign, featuring three new spots and a suite of digital and social executions. These highlighted the variety of ways an Amazon Prime membership can make customers lives easier through benefits. The regional campaign videos adopted a storytelling formula, portraying a diverse range of customers facing everyday challenges, in order to illustrate how Prime seamlessly integrates into their lives. One video portrayed a young individual moving away from home and coping with the homesickness by ordering home essentials on Amazon Prime that arrived within 24 hours.
thinking behind choosing the Hollywood funnyman as its brand ambassador.
“His remarkable ability to connect with diverse audiences worldwide makes him a perfect fit for promoting Yas Island on a global scale. Reynolds is highly selective about his brand associations, choosing only to endorse brands in which he has ownership or shares, such as Aviation Gin, Mint Mobile, and Wrexham A.F.C.
“We aimed to capitalise on this exclusivity to elevate Yas Island’s brand value. The fact that Ryan decided to partner with us demonstrates the significant growth and enhanced reputation of our brand over the past 4-5 years.”
The Yas Island marketing team have done a great job with the role of Chief Island Officer, as it has evolved into a powerful campaign platform that audiences eagerly anticipate year on year.
“It has brought us both global fame and recognition. In fact, it is now regarded as a best-inclass case study across the industry and is being presented as such at universities today. We bet on consistency, and it worked wonders for us.”
WILL RYAN DO THINGS DIFFERENTLY?
Reynolds brings his unique personality and style to the role of Chief Island Officer. Although the attractions and experiences remain the same, each CIO has added their personal flair to our offerings. From Kevin Hart to Jason Momoa and now Reynolds, each has infused their distinct character into the role, leaving a memorable mark on audiences and viewers.
“If you ask ten random people today who they think was the best CIO, you’ll get a mixed response, reflecting the strength of the platform and its ability to connect and resonate with the masses in different ways,” added Bourji.
Liam Findlay, CEO of Miral Destinations, added:“Reynolds brings his own unique blend of charisma, energy, and enthusiasm to the role, promising to elevate the Yas Island experience to even greater heights. We’re thrilled to embark on this exhilarating journey with him, inviting fans worldwide to be part of the legacy.”
A venture into sports sponsorship, Nissan Middle East partnered with the premier football team, Manchester City, to showcase the Nissan Patrol in its latest campaign. The campaign brings together humour and excitement with Manchester City’s star players – Jérémy Doku, Kyle Walker, and Bernardo Silva – featured off the training ground. In a series of engaging and entertaining videos, the players immerse themselves in the luxurious experience of the Nissan Patrol, momentarily forgetting about their training session. This lighthearted narrative highlights the comfort and allure of the Patrol, presenting it as an irresistible choice.
IMI’s purchase of All3Media is its largest acquisition to date.
Abu Dhabi-backed RedBird IMI has completed its acquisition of All3Media after regulators in the U.S, UK and Germany approved the deal. Redbird IMI is a joint venture between International Media Investments (IMI) and Redbird Capital Partners. IMI is a privately-owned investment company with a portfolio of leading media brands with a strong reach across the MENA region and beyond, including Sky News Arabia, The National, CNN Business Arabic, Al-Ain News, and Euronews.
Jeff Zucker, CEO of RedBird IMI, is
the new Chairman of the All3Media board. The current CEO, Jane Turton, and COO, Sara Geater, will continue to lead All3Media for RedBird IMI. This is the fifth completed investment for RedBird IMI, and its largest to-date.
All3Media, based in London, is the UK’s largest independent production company. It has 50 production labels, and has produced top global shows such as The Traitors, Squid Game: The Challenge, Gold Rush, Midsomer Murders, American Nightmare, The Circle and more.
Experience Abu Dhabi offered a collection of narratives for the return of its summer campaign. The 101 Abu Dhabi Do’s guide is a curation of activities and experiences by tourists visiting the emirate. The campaign involved three celebrities Ranveer Singh, Liu Yifei, and Dawood Hussein. With personalised maps, they embark on a journey to uncover new and unique experiences, even in familiar surroundings, catering to the tastes of the Indian, Chinese, and Arab Gulf markets.
The iconic Brownbook magazine unveiled its latest issue last week –with the theme of Paris. The biannual magazine is published through a partnership between Motivate Media Group and brothers Ahmed and Rashid bin Shabib.
After a hiatus, Brownbook returned last year featuring the cities of Tokyo and Riyadh. Later this year, the 72nd issue will take an in-depth look at the dynamic culture of Dubai.
Brownbook has long been considered to be the essential guide to the contemporary Middle East and North Africa, and is a publication focused on design, travel and culture.
TikTok has introduced ‘Fan Spotlight’, a new artist-focused feature, with Billie Eilish leading the way as part of her #hitmehardandsoft takeover. It celebrates her latest album release, ‘Hit me hard and soft’.
Fans can fully engage with the album by creating playlists, participate in challenges to access exclusive artwork, and even be featured in the #hitmehardandsoft takeover. They can unlock special
entry points to the Billie Eilish hub, like a fan-exclusive icon on their For You Feed. Fans can also discover hit me hard and soft-themed animations by searching Billie Eilish and the album’s tracks on TikTok.
Artists can now select up to five favourite fan videos to showcase on their music tab, giving creators a chance to shine.
The new Fan Spotlight feature is now available for all artists across the TikTok platform.
The campaign showcases a new insurance product developed by the autohouse through a series of videos. Wakala Plus Motor Insurance, designed to disrupt the insurance market, offers policies that go against the usual services. The ad spot navigates a candid conversation between friends goes hilariously haywire when one of them almost subscribes to a generic insurance policy without knowing of Wakala Plus’ several advantages.
The FENDI Marc Jacobs Capsule Collection is my favourite luxury brand collaboration because it seamlessly merges FENDI’s timeless sophistication with Marc Jacobs’ bold, innovative design approach. This collaboration, officially named the FENDI Marc Jacobs Capsule Collection, showcases a perfect blend of heritage and modernity. The pieces are crafted with exceptional detail, featuring luxurious materials
and striking aesthetics that capture the essence of both brands. The campaign’s unique fusion of classic elegance and contemporary edge makes it a standout, offering fashion enthusiasts a unique collection that redefines luxury.
Basil Kisswani, Audio Manager, WithFeeling
As a huge Hans Zimmer fan, this was my obvious choice of a luxury brand collaboration. Luxury watch makers IWC created five stunning new monochromatic additions to the TOP GUN Pilot range. They commissioned award-winning composer Hans Zimmer to create a series of pieces based on their colour, in a one-off project called ‘The Sound of Colour’. These pieces reflected their unique quality, precision and beauty. Zimmer composed five pieces: IWC “Ceratanium”, “Mojave Desert”, ”Woodland”, “Lake Tahoe” and “Jet Black”, and then performed the music on tour, thus adding to his already world-famous repertoire and adding to the exposure of the IWC brand and the TOP GUN Pilot range in particular.
One of my favourite luxury brand collaborations this year is the Tod’s partnership with Padiglione Italia at the Biennale di Venezia. This collaboration, known as “The Art of Craftsmanship - A Project by Venetian Masters”, beautifully showcases Tod’s dedication to fostering Italian cultural heritage. As the main sponsor of Padiglione Italia, Tod’s celebrated Italian craftsmanship and lifestyle, exemplified by their iconic Gommino. The project featured eleven Venetian Masters who interpreted the Gommino through their art, showcasing the brand’s commitment to traditional techniques and high-quality craftsmanship. This collaboration highlighted Tod’s global reputation for expertise and beauty while also reflecting their commitment and support for local artists across the globe, including a recent notable partnership with UAE artists like Nuaimi. This dedication to both heritage and contemporary art makes this iconic Tod’s campaign truly inspiring.
Grace Khoury, Senior Vice President of Fashion at Chalhoub Group
Apple + Hermès is a winner when it comes to my favorite luxury collaboration as it skillfully blends modern technology and classic elegance, which goes hand in hand with my appreciation for luxury fashion and active lifestyle. Apple’s creative designs elevated by Hermès’ flawless craftsmanship and meticulous attention to detail, are example of timeless elegance. This timepiece is perfect for a busy
AUDEMARS PIGUET X SPIDER-MAN
Michele Sabty, Associate Experience Designer, AKQA
individual like me who values elegance and authenticity equally. It stands out in the world of fashion seamlessly combining tradition and modernity and I see it trending for years to come. As someone who is passionate about high-end fashion, I think this unpredictable partnership became the epitome of style and creativity.
bringing the partnership to life digitally as well as attracting and engaging with an audience that would not usually be on the high horology side of things.
Audemars Piguet’s Spider-Man Royal Oak Concept Tourbillon blends high horology with pop culture. This timepiece offers a captivating digital experience complementing the physical watch. An interactive landing page, balancing playful and dynamic elements with high-luxury aesthetics, invites users to explore AP’s world through a Spiderman lens. The web-inspired wristband brings the watch to life, showcasing brand interplay. In a market saturated with product-focused collaborations, this innovative approach breaks the mold by
When thinking of luxury brand collaborations, there are some that cannot go unnoticed, but the one that resonates with me the most has got to be the Okhtien Balmain collaboration in the spring/summer 2023 collection during Paris Fashion Week. Being an Egyptian myself it makes me utterly proud of what those 2 sisters are doing in conquering the World of fashion. “Okhtein” is a brand founded by two Egyptian sisters, which focuses on beautifully designed hand bags and accessories that are meticulously hand crafted and that shout very proudly Egyptian heritage and culture. Their collaboration with Balmain was just another proof that those girls are un-stoppable, as they took another challenge and designed a corset of worn-out resin, in an effort to show how ancient/old pieces can be reborn and adapted to modern times.
Tiffany & Co. has made a strategic move towards global inclusivity by welcoming a dazzling array of brand ambassadors. From Beyoncé and Gal Gadot to K-pop star Rosé, Hailey Bieber, Tracee Ellis Ross, Anya Taylor-Joy, and Eileen Gu, the brand reflects a diverse and inspiring group of women. However, a particularly noteworthy appointment in
Robert Habib, Head of Strategy & Digital, C2 Comms
July 6, 2008. I’ll never forget that day. Nadal and Federer were in another battle, at another major final. At 4 hours and 48 minutes, this was one of the greatest and longest matches ever played at Wimbledon. I remember feeling like time stood still. Like nothing else mattered in that moment. And every time the camera would cut to show the score clock, it felt like it was a timestamp of history unfolding. And within that frame was always the Rolex logo. That’s a brand association that’s seared into my memory and I’m reminded of it every July.
2023 was Nancy Ajram, the first Arab brand ambassador for Tiffany & Co. The iconic Lebanese singer, whose music transcends borders, has introduced Arabic music to a wider global audience.
This Ramadan season, Tiffany & Co. further solidified its commitment to the region by unveiling a short film, “With Love, We Fly,” featuring Nancy Ajram. The film seamlessly integrates Arabic calligraphy, a cultural touch that resonates with the region while celebrating the brand’s enduring legacy of diamonds and rich heritage.
MAISON MARGIELA X REEBOK
Benjamin Thomas, Senior Art Director, JWI
I remember wearing Reeboks as a kid, back when the brand had a very different image. This collaboration with Margiela, a fashion powerhouse known for its avant-garde designs, is a testament to how far the brand has come since then. The impressive reinvention demonstrates Reebok’s organic evolution and its new, sophisticated positioning. It’s really inspiring from a brand perspective, showcasing how a classic can be transformed and made relevant again through innovative partnerships… maybe Maison Margiela or Reebok will be kind enough to gift me a pair for the shout out!
Among the many luxury brand collaborations over the years, three have particularly stood out for me: Balmain/ Barbie, Fendi/Tiffany, and Crocs/Balenciaga. However, my favourite is the TAG Heuer and Porsche partnership. Their extensive partnership extends beyond motorsports and esports to include golf and tennis, forging a comprehensive, long-term collaboration. The special edition TAG Heuer Carrera Porsche Chronograph is the first celebration of this iconic partnership. They have not only created remarkable products but also reshaped the boundaries of fashion and luxury, demonstrating the power of strategic alliances in the industry.
Al Masaood’s Marwa Kaabour outlines seven trends that may shape the future of marketing
he marketing landscape is in a perpetual state of evolution, constantly adapting to emerging technologies, societal shifts, and evolving consumer behaviors. While we can anticipate some of the trends on the horizon, truly innovative marketers are always looking beyond the obvious, exploring the speculative future of our industry.
Here are seven trends that may shape the future of marketing, pushing boundaries and challenging conventional wisdom. While some of these trends have already been explored, it’s crucial to emphasise the ethical considerations surrounding data privacy and consent. Marketers must therefore navigate these emerging fields with caution and mindfulness.
VOICE-ACTIVATED MARKETING
With the proliferation of voice-activated assistants like Siri, Alexa, and Google Assistant, voice search and voice commerce are poised to become integral components of marketing strategies. Brands would need to optimise their content and advertising efforts for voice search queries, ensuring they remain discoverable in a voice-first world. On top of that, developing voice-activated experiences will be crucial for engaging consumers through smart speakers and other voice-enabled devices, opening up new avenues for brand interaction and customer service.
GENETIC MARKETING
In an increasingly digital and automated world, brands that demonstrate empathy and emotional intelligence will distinguish themselves from the competition. Marketers will prioritise building authentic connections with consumers by understanding their emotions, values, and aspirations. For example, providing tuition assistance for ambitious students through our New York University Abu Dhabi Student Scholarship, Al Masaood not only empowers ambitious students but also demonstrates a sincere understanding of their aspirations. This initiative encapsulates the essence of empathetic branding, fostering loyalty and advocacy while enriching lives along the way.
As communities become more interconnected, marketers will shift towards neighbourhood-centric marketing strategies that prioritise hyper-local targeting and community engagement. By leveraging geolocation data and social networks, brands can connect with consumers at the neighbourhood level. This localised approach not only strengthens brand affinity but also drives word-of-mouth referrals and community advocacy. Starbucks is known for implementing hyper-localised marketing campaigns, such as offering exclusive discounts to residents of specific neighbourhoods, to strengthen community engagement and drive foot traffic to nearby stores.
“Brands that demonstrate emotional intelligence will distinguish themselves”
As personalised medicine gains traction, marketers will have unprecedented access to consumers’ genetic data, allowing for highly targeted campaigns and product offerings. Leveraging genetic predispositions and health profiles, brands in the healthcare and wellness sectors can tailor their messaging and offerings to individual consumers, fostering deeper connections and driving loyalty.
NEUROMARKETING
Advances in neuroscience and Brain-Computer Interfaces (BCIs) hold the promise of unlocking deeper insights into consumer behaviour and decision-making processes. Marketers may be able to measure and influence consumers’ brain activity and emotional responses to marketing stimuli, enabling them to design more effective campaigns and experiences. Through understanding how the brain processes information, marketers could create content that resonates on a subconscious level, driving engagement and conversion rates. For instance, Coca-Cola has employed electroencephalogram (EEG) technology to gauge consumers’ neurological reactions to various packaging designs.
HOLOGRAPHIC BRAND AMBASSADORSHIP
Advancements in holographic technology present marketers with innovative opportunities to engage consumers in immersive brand experiences.
can deliver personalised recommendations and
Holographic displays featuring brand ambassadors can deliver personalised recommendations and drive engagement both online and offline. Whether it’s a holographic representation of a brand mascot or a virtual spokesperson, these interactive displays captivate audiences and leave a memorable impression, enhancing brand visibility and connection in an increasingly digital world.
BIOMETRIC FEEDBACK-DRIVEN MARKETING
The widespread adoption of wearable devices and biometric sensors presents marketers with a wealth of data on consumer physiology and behaviour. Leveraging biometric feedback such as heart rate, skin conductance, and eye tracking, marketers could be able to gauge consumer reactions to marketing campaigns in real-time, optimising content and user experiences accordingly. This data-driven approach ensures that marketing efforts reverberate more effectively with target audiences, enhancing engagement and brand perception. ‘Adidas Runtastic’ is a great example of an app that tracks users’ heart rate, movement, and other biometric data during workouts to provide personalized training recommendations and promote its athletic products.
directions that the marketing industry
sector. At Al Masaood, we firmly
These future trends represent potential directions that the marketing industry could take as technology continues to evolve and society undergoes transformative changes. While some of these concepts may seem far-fetched today, they illustrate the boundless possibilities for innovation within the marketing sector. At Al Masaood, we firmly believe that embracing cutting-edge technologies vanguard of immersive brand us to forge deeper connections and elevate consumer engagement.
propels us to the experiences, allowing
By Marwa Kaabour, Group Head of Marketing & Corporate Communication, Al Masaood
only ski slope. Well, Soho membership, it ain’t.
Hastings’ thinking is that, while many ski areas are struggling, by going “boutique, higher-end, private”, you can actually make some money.
Further up North, Neil Young, the legendary (and allegedly anti-corporate) songwriter, just released a live album which is in fact a recording of the private concert he played for Dani Reiss, the billionaire CEO of Canada Goose. The fact that Neil Young was merely the opening act will possibly give you a sense of how much the whole thing cost.
…which brings us to Pareto’s Law, a principle stating that, for many events, roughly 80 percent of the effects (revenues) come from 20 percent of the causes (customers).
The 80/20 rule comes with an even stricter Luxury version: according to the good folks over at Bain & Company, in 2022 a mere 2 percent of customers drove 40 percent of global luxury sales.
In other words, a small number of ultra-wealthy people drive a disproportionate amount of revenues.
This is no big news but it’s becoming newly relevant, circa 2024, as “aspirational buyers”, the remaining 98 percent, are hit by the increased cost of living, the vagaries of the global economy and the whole “vibecession” feel.
So, let’s cut to the chase: you should probably focus more on VICs (Very Important Customers): stealing them from the competition, nurturing them, retaining them. It surely beats, ROI-wise, endlessly “prospecting” for new shoppers that will likely never return or enticing aspirational buyers with ocean-deep promos.
Make luxury exclusive again!
Focusing on VICs makes a lot of sense from a business perspective. It makes even more sense in terms of branding.
‘‘A small number of ultra-wealthy people drive a disproportionate amount of revenues”
For the most part, luxury has become too ubiquitous, too visible, too obvious and too accessible (which kind of makes sense, if you have to make yourself readily available to legions of aspirational buyers). There is little mystery left and instead of things that are both invisible and truly unattainable we have manufactured scarcity (“drops”), haute couture as a marketing gimmick and – what? – memes about Birkin waitlists?
Exclusivity is what builds desire and…we have quite low levels of that at the moment.
This is not (entirely) new
To be fair, a sizable number of brands have been focusing some actual efforts on VICs (plenty more pretend to be doing the same…): MyTheresa, while not a perfect business, is one of the few luxury ecommerces in good financial shape, mostly due to its focus on VICs, which are both closely followed by a small army of personal shoppers and the focal point of major brand-sponsored extravaganzas.
Chanel is one of the first luxury brands that created VIC-only boutiques (or “salons”). They do not carry the “Chanel” insignia on the outside although, for some reason, they didn’t resist the temptation of putting some form of branding above the entrance, opting for the not-very-coded “31 Cambon” label.
Plenty of competing brands followed in tow, with mixed results (moving from aspirational buyers – the bread and butter of many managers working today in “luxury” - to VICs is a bit of a cultural stretch).
Hard luxury is likely the segment that has more familiarity with VICs, as most houses have teams devoted to “high jewellery” and one-to-one relationships are how sales are closed there in the first place.
How do we make things exciting?
So personal shoppers, VIC-only shops and more personal shoppers, with private dinners and events thrown in for good measure. It all feels a bit… commercial? What’s largely missing so far is the communication part.
Why don’t brands make whole campaigns (the word should be interpreted in the broadest possible sense) entirely devoted to these people instead of having “just” celebrity-fronted ones for the masses and IYKYK parlour tricks for the tastemakers?
Is there life beyond clienteling as a cold calling tool, CRM as an ITdriven headache and not so subtle “enjoy-the-champagne-now-buy-mesomething” events?
Perhaps we are only dreaming but here at the SEO-friendly Fashion and Luxury studio I’m part of, we believe that just as VICs command a large portion of your sales, they should command not just a dedicated retail space and sales staff. They should also get their own marketing and please! - make it worth their while.
By Simone Oltolina, Director for Fashion & Luxury at Dentsu Creative
OBy Nabila Al Tuwal – Head of Sales at Viola Outdoor
OH offers a significant complement to brand marketing by providing a tangible and immersive experience that cuts through and resonates with consumers on a personal level. Even more so when it is designed to appeal to affluent consumers who follow luxury trends.
The way in which these luxury labels market their products is continuously changing to meet the expectations of their sophisticated and evolving customer base, and as they explore innovative ways to engage with their audiences, premium category advertisers are increasingly acknowledging the power of OOH.
While digital online platforms offer hyper-targeting capabilities, they also pose challenges such as ad-blocking, saturation and consumer fatigue. Meanwhile, OOH presents a unique opportunity for marketeers to break through the digital noise and create impactful experiences by leveraging the authenticity of real-world interactions to forge genuine connections with consumers.
What also sets OOH apart is its ability to provide a premium setting and platform for communication, which, combined with creativity, delivers a perfect mix for brands aspiring to be recognised as symbols of luxury and style, showcasing their products in an environment that aligns with their exclusivity and desirability.
When it comes to the Middle East, luxury brands are increasingly adopting OOH to create a full-funnel consumer journey, from awareness to purchase and beyond, by strategically using OOH and DOOH across different stages of the consumer journey:
“Luxury brands are increasingly adopting OOH to create a fullfunnel consumer journey”
At the top of the funnel, luxury brands use large-format OOH platforms and high-visibility digital screens in strategic locations. These placements ensure maximum visibility and create a strong brand presence. An example is Louis Vuitton using large format OOH, in high-traffic areas to showcase their latest collections and brand collaborations. The sheer size and premium locations support a broadcast approach.
CONSIDERATION
as visiting a store or making an online purchase. A recent collaboration highlights this beautifully, between Yazle and Invenda, which used programmatic DOOH to serve personalised ads that drove foot traffic to nearby stores.
To move potential customers down the funnel, luxury brands are incorporating interactive and engaging DOOH campaigns. These campaigns often include augmented reality (AR) experiences and QR codes that consumers can scan to learn more about the products. This was showcased with Dior’s virtual pop-up shop, that featured using AR to allow consumers to visualize products in a 3D environment.
To encourage advocacy, luxury brands feature user-generated content and influencer endorsements on DOOH screens. This not only provides social proof but also encourages satisfied customers to share their experiences, thereby promoting word-of-mouth marketing. This was done very effectively by Bulgari’s e-commerce campaign in the UAE, which involved regional influencers who shared their experiences with the brand, which were then amplified through DOOH screens.
Luxury brands are combining OOH with other digital marketing efforts to create a cohesive and integrated marketing strategy. By syncing OOH campaigns with social media, mobile advertising, and in-store experiences, brands ensure a seamless and consistent consumer journey.
In the conversion stage, luxury brands are leveraging DOOH’s programmatic capabilities to deliver targeted messages and offers to consumers based on real-time data and location. This helps in driving immediate action, such
These brands are tailoring their OOH campaigns to resonate with the cultural and social nuances of the Middle East. This includes the use of local celebrities and influencers in advertising, as well as the incorporation of culturally relevant themes and visuals and we see that overall, the adoption of OOH by the high-end sector reflects a strategic approach to leverage the region’s dynamic consumer landscape, to connect with consumers in innovative and engaging ways, reflecting the region’s unique blend of tradition and modernity.
Tiësto in its marketing campaigns, Atlantis Dubai has effectively elevated its brand image and attracted attention.
The brand has managed to cut through the noise and differentiate itself in a crowded market, positioning the resort as a premier destination for luxury and entertainment.
In a recent conversation with Hanan Eissa, Vice President of Marketing & Public Relations at Atlantis Dubai, Campaign Middle East delved into various aspects of the brand’s identity, marketing strategies, and long-term growth plans, to name a few.
What is the brand identity of Atlantis Dubai?
The overarching brand identity of Atlantis as a brand revolves around delivering the extraordinary to every holiday and experience, setting us apart in the hospitality industry. Through our marketing and PR efforts, we consistently communicate this commitment to providing extraordinary guest experiences across various channels.
Tell us more about upcoming marketing campaigns?
One of our recent integrated marketing campaigns is the launch of Atlantis The Royal, featuring a groundbreaking music
By: Hanan Eissa, Vice President of Marketing & Public Relations at Atlantis Dubai
video collaboration with renowned Dutch DJ Tiësto and Canadian artist Tate McRae. This campaign not only produced a visually stunning music video but also established Atlantis The Royal as a cultural cornerstone in Dubai.
With over 400 million streams, 220 million TikTok views, and 37 million YouTube views. ‘10:35’ combined with the ‘THIS IS IT.’ Tagline, Atlantis The Royal secured a right of its own as the world’s most ultra-luxury experiential resort.
We are also about to launch our new campaign for Aquaventure, again ensuring that our campaigns are culturally relevant to our target audiences is key to resonating. This campaign will cut through all key media channels including social as well as traditional ones and will reinforce what an exciting brand Aquaventure is and why it’s the most visited attraction in Dubai.
How do the Louis Vuitton mascots compare to other marketing initiatives?
ROI is very intrinsically tied not only to financial KPI’s but also the brand ones. The partnership with Louis Vuitton Vivienne mascots at Atlantis Dubai showcases the synergy between our brands and has a strong halo impact on Atlantis The Royal as an ultra-luxury experiential resort.
It has driven visitation and revenue of course; however, the key purpose of the partnership is to showcase us as a lifestyle destination that aligns with Louis Vuitton’s ethos of providing extraordinary experiences, contributing to the success and impact of this collaboration.
How does the brand stand out?
Atlantis Dubai differentiates itself from competitors by constantly pushing boundaries and creating cultural moments that resonate with our audience. Through partnerships with iconic brands like Louis Vuitton, we elevate our status as a lifestyle destination, standing out for our commitment to delivering extraordinary experiences.
Our campaigns, such as those featuring Tiesto and the grand opening of Atlantis The Royal, and even our activations at Aquaventure like the Red Bull stunt or our London Taxi activation at Atlantis The Palm further solidify our position as
‘‘Standing out for our commitment to delivering extraordinary experiences”
leaders in the industry, we are not afraid to take creative risk to bring to life extraordinary work to showcase our extraordinary brand.
What are the long term plans for Atlantis Dubai?
Our long-term growth strategies for marketing and branding at Atlantis Dubai focus on staying ahead of changing consumer trends and market dynamics. We plan to continue our out-of-the-box marketing campaigns and activations to maintain momentum and drive engagement. By remaining culturally relevant and credible, we aim to connect with our target audience on a deeper level and ensure that Atlantis Dubai continues to be perceived as an incredible destination for years to come.
As the digital landscape continues to shift and marketers look for more opportunities to unlock value utilising the multiple data sources available to them, the need for greater comprehensive integration and data-driven insights is becoming increasingly important.
Accordingly, it is W Group Holding that is once again leading from the front to pioneer industry transformation. Known for consistently evolving ahead of market needs, the regional powerhouse behind leading Digital Out-of-Home Experiences and Digital Marketing Solutions, has laid out its ambitious new plans to advance the advertising media industry.
As part of its impressive new repositioning, their two dynamic subsidiaries, Hypermedia, a regional player in DOOH, and DXTA Technology, the recently established company that succeeds DigitAll, renowned for its expertise in cutting-edge technology, take centre stage.
Emerging as a unified force, the company is poised to revolutionise media dynamics, not only on a regional scale, but globally too, utilising W Group’s vast network and influence. With the power of Hypermedia and DXTA combined, the pathway to pioneering digital evolution and moving from traditional methods to setting new industry standards in out-of-home media and digital marketing technologies, is all but assured.
However, this ambitious new positioning hasn’t been achieved overnight. Under the visionary leadership of Chairman and Group CEO, Habib Wehbi, the groundwork has long been laid. Underpinning this latest success is the company’s wellrenowned 555 strategy, introduced two years ago and already surpassing targets ahead of its five-year deadline. Wehbi has also spoken about the importance of ‘the ‘Power of Four’ (digital power, exposure power, data power and tech power) in guiding the company’s success for 2024.
surpassing targets ahead of its five-year deadline. Wehbi has also power, exposure power, data power and tech power) in guiding the company’s success for 2024. the boundaries of what’s possible with data-driven
“We are harnessing real-time data insights and analytics from our DOOH and digital marketing endeavors to gain a strategic edge,” explains Ayman Haydar, CEO of DXTA.
“This holistic approach provides a comprehensive view of a massive target audience, attracting brands and agencies seeking impactful advertising solutions. “Our innovative offerings redefine engagement and empower brands to unlock their full potential in the digital landscape,” adds Haydar.
With static OOH a thing of the past, DXTA DOOH is poised to lead the charge for this new and immersive digital frontier, creating three specialised divisions; Roadside (for audience management, content delivery and targeting) Indoor & Retail (equipped with AI smart sensors to handle audience data and serve targeted ads) and DOOH (offering real-time audience analytics and smart-triggered ads).
The latter, in particular, is huge. For the first time in the region, DXTA is able to provide indoor real-time audience measurements, instant data analytics, and smart-triggered ads, allowing advertisers to create data-driven campaigns, while enhancing the in-store experience through dynamic DOOH and retail media.
Further potential lies in in-gaming advertising as DXTA GAMING pioneers immersive gaming experiences, seamlessly integrating into the online world with engaging and relevant creative.
And as the digital advertising industry becomes increasingly complex to navigate, DXTA ADVERTISING guides clients with engaging Programmatic Advertising, precision Social Media Ad Buying, and Performance Marketing solutions.
Arguably, the evolving landscape is an exciting opportunity for
It’s this commitment to continued innovation, pushing the boundaries of what’s possible with data-driven strategies and cutting-edge technology that looks set to shape the next era of marketing excellence.
Through its ‘innovation meets impact’ core messaging, DXTA amplifies its position as the premier partner in helping clients achieve a completely measurable consumer digital journey, capturing audiences at multiple touchpoints throughout the day. Designing tech around people, its complete suite of smart technology solutions offers a 360-degree approach, utilising exclusive technologies and precise targeting to drive maximum returns on business and brand investments.
Arguably, the evolving landscape is an exciting opportunity for the ecosystem to embrace these new technologies and mediums, however the right infrastructure is also key to maximise commercial success.
Digital Advertising, Gaming, Managed of reach for its clients, while also providing
Spanning five key verticals across Digital Advertising, Gaming, Managed Services, DOOH, and Commercial Strategy, the company offers a unique kind of reach for its clients, while also providing greater accountability and measurement.
In this vein, DXTA OPTISERV provides a comprehensive Content Management System (CMS) to deliver personalised experiences using precision geo-targeting and daytime scheduling for optimized content delivery. While DXTA SMARTCITI functions as an Infrastructure Commercialization Consultancy, offering Commercial Strategies, Digital Signage Consultancy, and Procurement Strategy to transform assets into vibrant revenue hubs.
Infrastructure Commercialization Consultancy, assets into vibrant revenue hubs.
Ultimately, the scale of this rollout of smart solutions and services is a gamechanger, particularly as the market becomes increasingly data-driven; adaptability is key. Client-centric products will guide the next generation of innovation, which is why W Group’s new positioning is so significant. Their experience in pioneering new technologies underscores their dedication to continued transformation, leading the way for others to follow.
particularly as the market becomes Client-centric next generation of innovation, which is significant. Their experience in pioneering new technologies continued transformation, leading the way for others to follow. continues
The journey continues on. What will come next?
By Ayman Haydar, CEO of DXTA
with consumers on a deeper level through branded content and collaborations. Whether through in-game events, exclusive merchandise, or sponsored tournaments, luxury brands can leverage the passion and enthusiasm of gamers to amplify their brand presence and foster genuine connections with their target audience. For example, luxury watchmaker TAG Heuer partnered with the popular esports organization ESL to become the official timekeeper of several esports events, positioning the brand at the forefront of the burgeoning esports industry and reinforcing its commitment to innovation and precision.
In an age where digital entertainment reigns supreme, luxury brands are increasingly looking to tap into the vast potential of the gaming industry. What may seem like an unlikely pairing at first glance is proving to be a strategic move with significant benefits for both parties.
The intersection of luxury and gaming is not merely a collision of contrasting worlds but rather a harmonious convergence, where shared values of creativity, exclusivity, and innovation pave the way for a symbiotic relationship.
Gaming, once relegated to the realm of niche hobbyists, has now evolved into a global cultural phenomenon, transcending demographics and borders.
With over 2.7 billion gamers worldwide, the industry boasts a diverse and engaged audience spanning various age groups and socio-economic backgrounds. This expansive reach presents a golden opportunity for luxury brands seeking to expand their market reach and connect with new audiences.
One of the most prominent synergies between luxury brands and gaming lies in their shared emphasis on storytelling and immersive experiences. Just as luxury brands craft narratives around their products, gaming developers meticulously design virtual worlds brimming with rich narratives and captivating characters.
Take, for instance, the collaboration between Louis Vuitton and Riot Games’ League of Legends. In 2019, Louis Vuitton unveiled a bespoke skin for one of the game’s characters, transforming the in-game experience into a luxurious affair. This fusion of high fashion and gaming not only garnered widespread attention but also introduced the luxury brand to millions of gamers worldwide, blurring the lines between virtual and real-life luxury experiences.
Moreover, gaming provides an innovative platform for luxury brands to showcase their products in interactive and engaging ways. Virtual reality (VR) and augmented reality (AR) technologies offer immersive experiences that allow consumers to interact with luxury items in ways previously unimaginable. For instance, Gucci launched a digital sneaker try-on experience in partnership with AR platform Wanna Kicks, enabling users to virtually try on their iconic sneakers from the comfort of their homes. By leveraging gaming technologies, luxury brands can bridge the gap between physical and digital retail, offering consumers a seamless and personalised shopping experience.
Beyond product placement and virtual experiences, gaming also presents an opportunity for luxury brands to engage
‘‘Luxury brands should wholeheartedly embrace the world of gaming”
Despite the myriad opportunities presented by the synergy between luxury brands and gaming, some may still harbour reservations about embracing this unconventional partnership. However, such scepticism fails to acknowledge the evolving nature of consumer behaviour and the shifting landscape of marketing strategies. In today’s digital age, traditional marketing channels alone are no longer sufficient to captivate audiences and drive brand engagement. Luxury brands must adapt to changing consumer preferences and embrace new avenues of communication to remain relevant and competitive in a rapidly evolving market.
In my opinion, luxury brands should wholeheartedly embrace the world of gaming as a key marketing tool to reach new audiences and stay ahead of the curve. By forging strategic partnerships with gaming companies, luxury brands can tap into the vast potential of the gaming industry and unlock new avenues for creativity and innovation.
Moreover, gaming offers a unique opportunity for luxury brands to break free from the constraints of traditional marketing paradigms and connect with consumers in authentic and meaningful ways. As the boundaries between luxury and gaming continue to blur, the possibilities for collaboration and creativity are endless, paving the way for a new era of synergistic partnership and cultural exchange.
The synergies between luxury brands and gaming represent a marriage of creativity, innovation, and cultural relevance. By embracing the world of gaming, luxury brands can tap into a vast and diverse audience, elevate their brand presence, and cultivate meaningful connections with consumers. As the lines between virtual and real-life experiences continue to blur, the partnership between luxury brands and gaming holds immense potential for shaping the future of marketing and redefining the boundaries of luxury in the digital age.
By Jon S. Maloy, Co-Founder & CCO, BUREAU BEATRICE
Many factors are driving luxury brands to adopt significant sustainability practices, finds Heriot-Wa University Dubai’s Dr Nermeen Mustafa
At first glance, the term sustainable luxury may seem paradoxical. Organisations that create and sell luxury products and services are often scrutinised as they are often associated with wasteful behaviour and non-sustainable practices. On the one hand, luxury is associated with superior quality, exclusivity, craftsmanship, and high cost. On the other hand, sustainability is the ability to balance economic, social, and environmental variables to use resources responsibly. Luxury brands are finding creative ways to operate sustainably. Over the recent years, luxury business practices have been shifting towards more sustainable and ethical practices. However, stakeholders are no longer content with sporadic corporate social responsibility efforts and are expecting to see entire business models and value chains adapting to embody sustainable practices. Some of the key practices that many luxury brands are collectively working towards include the reduction of carbon emissions and greenhouse gases, promoting a circular economy, ethical sourcing of material, the sharing economy, material innovation and promoting well-being. Thus, sustainability practices can be categorised into employee-related practices, environment-related practices, and economic-related practices.
entire value chain starts from raw materials and design and extends to production optimisation and logistics. The strategy of the Circular Hub is to operate as an open innovation platform that facilitates designing, manufacturing circular products, and researching new solutions.
In addition, Chanel launched an initiative called ‘Mission 1.5°’, a 10-year environmental plan, issuing sustainabilitylinked bonds. Moreover, the luxury house has also anchored this into employee policies by embedding it as a key performance driver for employees who are expected to contribute towards the set targets.
Various factors are driving luxury brands to adopt significant sustainability practices into three levels of their strategies: corporate level, business level, and functional level strategies. One of the most important driving factors is customer preference for sustainable businesses, as millennials and Gen Z generations strongly prefer brands that follow ethical and sustainable practices. A second important factor is brand reputation, word of mouth, and brand image. There is a growing expectation that brands clearly report their sustainability practices while consumers and environmental bodies are critically watching. There is an expectation that environmental policies and global agreements are clearly implemented. There are numerous examples of pioneering initiatives among prominent luxury brands. However, it is worth noting that the pressure from industry movement among strategic group peers towards sustainable initiatives is driving the laggards into action. Recently, a wave of initiatives were launched among organisations housing luxury brands, thus showcasing a collective push towards more responsible practices. The Kering Group, which houses brands such as Gucci, Saint Laurent, and Alexander McQueen, is a clear example of organisations transforming their entire value chain towards sustainability goals. A glance at the group’s website states, ‘Join us as we shape modern luxury’. The group has supported Gucci’s “Circular Hub” initiative, which involves practices that promote the utilisation of recycled materials, durability, repairability, and recyclability. Their transformation of the
In line with this industry-wide wave of efforts, Hermès has partnered with a biotech brand to produce mycelium-based leather-like material sourced from mushrooms. Burberry, a British brand, is actively operating carbon-free globally and aims to achieve climate positivity in the coming years. Burberry has recently elevated its sustainability efforts by acquiring a supplier to apply sustainable practices deeper into the value chain by ensuring quality and durability. Additionally, Burberry engages in upcycling activities, donating surplus fabric to fashion schools in the UK.
LVMH’s internal Carbon Fund is a notable project financing climate change combating activities within the group. At Dior, initiatives such as Life 360 and Women@Dior, respectively, focus on biodiversity and women’s employability skills worldwide. Stella McCartney, renowned for ethical and sustainable fashion, launched an ethical label in 2001, embedding ethical principles throughout its business processes by sourcing cruelty-free materials and promoting community well-being. LVMH, as a co-founder of the Collab SOS fund, supports climate change initiatives through Stella McCartney, aiding start-ups in developing climate solutions.
Adopting sustainable practices requires the redesign of value chains while calibrating this across all functions, including material sourcing, R&D, design, operations, logistics and employee practices. We are seeing a shift away from ad hoc sustainability efforts and more towards redesigned business models and value chains across luxury brands. Some brands have gone beyond their organisations to support supply chain partners in sustainable efforts. The Fashion Pact, a CEO-led initiative, indicates that senior management is leading luxury brands towards sustainable practices, which is the level of involvement required for effectively adapting and redesigning business models and value chains in organisations.
By Dr Nermeen Mustafa, Associate Professor, School of Social Sciences, HeriotWa University Dubai
With its impressive scale and strategic placement at Al Qana aimed to target Abu Dhabi’s High-Net-Worth Individuals (HNWIs) and Emiratis, The Crowns offers advertisers unparalleled visibility and exposure to a niche audience
Spatial trends come and go every year, from the era of ultra-minimalism to the retaliation of expressive maximalism, the design pendulum swings and shows us a constantly evolving landscape of creative expressions.
Luxury brands, with their emphasis on exclusivity and sophistication, are masters at leveraging this concept.
their visually striking design. This acts as a major incentive for consumers to come explore the space and subsequently the product, especially with younger audiences.
With an incredibly competitive market, this trend encapsulates the need for brand differentiation and embracing distinct brand codes.
Colour is just another way to do that, especially when it comes to physical spaces. A successful case for this differentiation is when Valentino claimed Pink PP, a shade co-created by the brand and the Pantone Colour Institute, for an entire campaign, cementing the association with that colour in the audience’s minds.
Among these trends, one has notably captivated attention by creating soothing spaces through a refined colour palette. This ‘mono-colour’ approach unifies spaces under a single hue and provides a strong sense of place, visual storytelling and most importantly brand.
While this is becoming more popular with all kinds of brands, its prominence is most pronounced within the realm of luxury maisons.
In the world of luxury branding, colours play a pivotal role in creating an indelible impression on consumers’ minds. The choice of colours is a strategic decision that reflects a brand’s essence, values and identity.
Playing with colour psychology marketers consider how they influence our perceptions.
Luxury also doesn’t necessarily mean sticking to black and white to convey elegance. The most famous luxury brands are distinguished not only by their products but also by their recurring colour codes, prominently featured in their communication. Even if you are not a luxury lover you can still recognise the iconic Tiffany blue, Cartier red, Fendi yellow, Bottega Veneta green, Hermès orange and so on.
From a design point of view, these monotone spaces present a unique opportunity to play with form, materials, textures and composition to create an impactful space that doesn’t feel stale or boring. The cohesive atmosphere allows for showcased products to stand out without distraction. It pleases the senses with its aesthetic language and importantly creates an immersive space for consumers to feel like they are stepping into the world of the brand.
A key takeaway for us is not to underestimate the power of colour. We see how luxury brands are successfully implementing this trend globally and regionally not only for aesthetic purposes but for deeply penetrating the customer consciousness and creating powerful links that distinguish brands from each other. So next time your eye catches an impactful mono-colour display, ask yourself why this was chosen by the brand and what message they want us to take away from it.
By Yoana Zaneva, Strategic Planner, Auditoire | Luxury Makers by Auditoire
Bulgari Le Gemme Sahare Experience, Riyadh
Le Monde D’Hermès Kiosk, Dubai
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There is a reason why the Cannes Lions committee decided to add a ‘luxury and lifestyle’ category in this year’s awards season. It’s because luxury has quietly taken the advertising world by storm. Since Covid, the demand for luxury has been growing at an incredibly rapid pace, all the while the landscape in which it resides continues to transform. For us, at Oui Agency, this was an opportunity to go niche and cater to an industry that doesn’t follow the playbook of traditional marketing.
The rise of the luxury industry
The luxury market is expected to generate a revenue of US$ 368.90
‘‘The old-school way of marketing luxury goods just won’t cut it anymore”
consumer is more intentional compared to previous generations, marketing to them is different. They value experience, sustainability, convenience and
interested, the brand needs to engage with them uniquely. Nowadays, Luxury consumers want to experience impeccable storytelling.
Take Tag Heuer for example. They created the ‘Chase for Carrera film’ with Ryan Gosling. They used a charismatic actor in a 5-minute short that felt like a movie within a movie within a movie. Because it was action-driven, funny, innovative, and on brand, people watched it till the very end while most of them would have scrolled past another 30-second cookie-cutter ad. If it feels like an ad, it probably won’t work as well.
With consumer behaviour changing, so has perception. Luxury brands are no longer just appealing for the sake of one’s image, people want to align with the brand on a deeper level. While these changes are relevant for the entire advertising industry, how we do this is, is unique.
Lamborghini understands this like no other. The premium car brand does not advertise on television, because it believes its value speaks for itself. Now, I don’t think luxury brands should take this route, but I agree that confidence is quiet and insecurity can be loud. A brand that knows its worth, doesn’t need to scream it from the rooftops—it is elegantly, strategically quiet. And that’s a very different approach than
the one used by the mainstream marketing industry, where mass exposure is encouraged. So, how do we do it?
Marketing for luxury brands is different in every way. It’s in the tone of voice, in the way we produce a film and capture photos, in how we create the branding. We always have to ensure that it is understated, confident, elegant and sophisticated. Simplicity always trumps extravagance. We tell brand stories that intrigue the consumer, make them feel like they are in the know and proud to be part of an exclusive group.
Traditional ad agencies tend to adapt their artwork to fit the various media and platforms. But at Oui, we create deliverables that are tailored to the medium. Just like luxury brands, we ensure that every detail of our work is intentional and qualitative.
I genuinely believe that luxury clients benefit from a boutique agency that knows how to deliver groundbreaking work with big ideas and sleek executions. As the industry further grows and evolves, I look forward to seeing how we will all creatively expand our horizons and pave the way for luxury.
By Remy Abouchakra – Founder of Oui Agency
global regions, the Middle East enjoys a robust economy, with 70 per cent of shoppers indicating an increase in their expenditure on luxury items, as compared to the average of 53 per cent observed in mature markets.
The Retail Reinvention
Despite the convenience of e-commerce, many consumers still prioritise in-person retail experiences that provide value
TLeading the renaissance Luxury Stores are constantly tapping into the allure of aesthetics, beauty and value addition. They are at the forefront of harnessing the potential of experiential retail to elevate the art of shopping. For example, in the heart of Dubai’s fashion district, lies multiple flagship stores of prominent luxury brands that set the stage for an immersive journey into the brand’s universe. A true celebration of creativity and craftsmanship, each product launch is an event, and each store visit is a treat for
he Middle East is evolving at a skyrocketing pace, witnessing a steady emergence of new brand identities striving to leave a mark on the mercurial consumer mind. As the market mix becomes bolder, the survival mantra for brands lies in their adaptability and agility. From the simplicity of two-dimensional online shopping to the resurrection of the multi-dimensional brick-and-mortar experience, the retail landscape is undergoing a profound transformation. At the heart of this evolution lies the luxury retail sector, a domain dominated by esteemed names like Dior, Salvatore Ferragamo, and Hermes, boasting legacies spanning generations. According to Goldstein Research, consumers in the Middle East rank among the world’s top spenders on luxury goods, securing the tenth position globally.
Fuelled by an affluent clientele with a growing appetite for luxury, the sector is unquestionably propelling the region’s economy forward. In contrast to other
Dubai, a city renowned for pushing the boundaries of retail innovation, where luxury retail is not only meeting but exceeding expectations, redefining the very essence of physical shopping.
A portal to the future
Unlike normal stores, concept stores focus on creating a cohesive brand identity through hand-picked products, curated collections in innovative visual displays, interactive technology, and personalised customer service, all perfectly placed in an intriguing store setting. These stores showcase an array of emerging and established brands, providing designers and artisans with a platform to showcase their creations. They serve as a playground of authenticity, experimentation and creativity that takes the consumer on a journey of experiencing the product and its storytelling before finally purchasing it. What sets experiential stores apart is their ability to engage more than one sense of the consumer, bringing more to the table than what meets the eye.
“They serve as a playground of authenticity, experimentation and creativity that takes the consumer on a journey”
Shopping is not an everyday activity anymore; brands are ensuring that each consumer leaves with a lasting brand impression. In an era where consumers crave authenticity and connection, experiential concept stores serve as beacons of innovation, forging meaningful connections between brands and boundless creativity, are revolutionizing brand storytelling and consumer interactions. The fusion of savvy technology with rich brand narratives has made the transition to experiential retail not just inevitable, but exhilarating. By staying true to one’s brand heritage while embracing innovation, luxury brands are captivating consumers and paving the path to the future of retail. The Middle East is evolving at a skyrocketing pace, witnessing a steady emergence of new brand identities striving to leave a mark on the mercurial consumer mind.
By Gian Paolo, Co-founder of VISION INDUSTRY
Middle East and Africa, speaks about brand identity around luxury and heritage
Founded in 1931 by Ferdinand Porsche, an Austrian automotive engineer, Porsche is renowned for high-performance sports cars, SUVs and sedans.
One of Porsche’s early significant projects was the design of the Volkswagen Beetle, commissioned by the German government in the 1930s. The Beetle, or ‘Volkswagen Type 1,’ became one of the most iconic cars in automotive history and laid the groundwork for Porsche’s engineering expertise.
The story of Porsche is one of constant evolution. Since the last nineties, new model lines have been added to strengthen the company’s financial prospects.
Dr. Manfred Bräunl, Chief Executive Officer of Porsche Middle East and Africa FZE – “We say at Porsche that you do not buy the brand, you buy ‘into’ the brand. You could say that we don’t have customers. Rather, we have fans and enthusiasts. With this comes loyalty and passion – and also a responsibility for us to foster this community.”
Building community and culture
Last year Porsche celebrated two significant milestones; the 75th anniversary of the registration of the first Porsche sports car, as well as 60 years since the launch of the iconic 911.
In this region, the celebrations took two forms. Each market held a ‘Festival of Dreams’ event, to celebrate all things Porsche with the local community. Then, a year of celebration culminated in the third edition of the Icons of Porsche festival.
The event, which this year included the first public display of the new Panamera model, attracted over 27,000 fans across two days. It even set a new Guinness World Record for the ‘largest inflatable vehicle’ with the red 911 that sat atop
containers in the middle of the festival precinct at Dubai
One of the keys to the success of Icons of Porsche is that while it has grown to be the largest car festival in the region, it is an inclusive event that features multiple attraction under three pillars; cars, art and culture.
Bräunl recalls that the genesis of Icons of Porsche was simple – give the iconic cars a platform to shine, and the Porsche community a chance to get together to celebrate.
“The breadth of its product line-up and the style of its community mean that the Porsche brand of luxury performance is relatively inclusive for brands in the top echelon of the automotive industry. This is on display at events like Icons of Porsche, where all kinds of enthusiasts rub shoulders and share their passion. That really is a unique element of the Porsche community, the inclusive nature of it,” adds Bräunl.
Brand and marketing strategy
Porsche has built a strong brand identity around performance, luxury, and heritage. It is known for its iconic design, engineering excellence, and racing heritage, which dates back to the early 20th century.
The brand consistently emphasises precision engineering, driving pleasure, and innovation in its vehicles.
Porsche employs a multi-channel marketing approach to reach its target audience effectively. This includes traditional advertising channels such as television, print media, and outdoor advertising, as well as digital platforms like social media, websites, and online advertising.
It engages in sponsorships, partnerships, and events, including motorsport events like the Porsche Carrera Cup and endurance racing, to reinforce its brand image and connect with enthusiasts.
The brand places a strong emphasis on experiential marketing to create memorable interactions with consumers. This includes driving experiences, track days, and events where potential customers can test drive Porsche vehicles and immerse themselves in the brand’s performance heritage.
By Sonia Majumder
The luxury hospitality space has undergone a seismic shift in recent years, moving away from ostentatious displays of wealth to a more refined, experiencedriven approach. Today’s luxury travellers seek meaningful connections, unique adventures, and personalised experiences that speak to their individuality. This shift is not just a trend but a profound evolution in how we understand and deliver luxury. It’s about recognising that the ultimate indulgence is not found in things, but in the stories we create and the memories we cherish.
Many brands within this space are redefining premium by crafting elevated experiences that transcend the ordinary. I really believe the old clichés of opulence are long gone. True luxury isn’t about gold-plated cutlery or extravagant chandeliers; it’s about crafting moments that are so unique they stay with you forever. It’s all about creating moments that linger in memory and truly unique experiences - this is our hallmark.
Rixos is from this new and fresh school of thought. We didn’t just embrace the all-inclusive concept, we simply redefined it. We’ve transformed the perception of all-inclusive holidays, ensuring that premium is synonymous with perfection. Our guests enjoy the highest quality across every touchpoint of their stay, never needing to compromise. But the real magic lies in our meticulously curated experiences.
Consider this: your stay begins not with a room key, but with a passport to adventure. Ever sipped from a water menu that rivals a fine wine list? How about your children engaging in a kids club where they learn to code by day and create
‘‘We didn’t just embrace the allinclusive concept, we simply redefined it”
culinary masterpieces by night? How about aqua boxing in our state-of-the-art fitness centres or plunging into an ice bath to rejuvenate after a day of activities?
Luxury is more than opulence; it’s authenticity. Hospitality brands really connect with their guests when they reflect the local culture and heritage, creating a sense of place that enhances the guest experience. Whether you’re exploring the vibrant streets of JBR or basking in the natural beauty of Saadiyat Island, or paddle boarding around the iconic Palm Jumeirah, we ensure our surroundings enhance your stay. The
Rixos
integration of local charm with high-end amenities creates an immersive experience that is both enriching and unforgettable. We believe that true luxury transcends extravagance - it embodies authenticity.
Take our dining experiences, for example. We refer to them as culinary journeys. Picture this: dining under the stars with a bespoke menu curated by worldrenowned chefs, each dish tells a story of local flavours and global techniques. Or perhaps a wellness retreat where the spa treatments are inspired by ancient traditions, leaving you rejuvenated in mind, body, and spirit.
Hoteliers started seeing the value proposition from multiple angles. You can easily say that we are architects of extraordinary experiences. The term “luxury” has been overused and diluted. Gone are the days when luxury was confined to extravagant facilities. Today, it’s about those small, unforgettable moments that define your stay. I think this level of creativity, outside-the-box thinking and trend leadership is what the hospitality landscape lacks at the moment. We believe in pushing the boundaries of what’s possible.
We eschew the outdated notion of luxury as mere extravagance or opulent facilities. Instead, we focus on crafting memorable experiences. When you think of it, every moment is an opportunity to indulge, explore, and connect. We do not promise crystal chandeliers or Makrana marble in the lobby to dazzle you, but if you crave unique experiences and priceless moments, you’ll find them here in abundance. That, to us, is the essence of true luxury.
Whether it’s a serene sunset yoga session on a private beach or a thrilling skydiving adventure over breathtaking landscapes, we ensure you that your definition of luxury will never be the same. We are redefining what it means to be ‘luxury’ by making experiences outshine extravagance.
The modern luxury consumer is more informed and discerning than ever before. They value sustainability, authenticity, and cultural immersion, demanding that their travel experiences reflect these priorities. This has pushed the luxury hospitality industry to innovate and adapt, creating spaces that are not only lavish but also environmentally conscious and culturally rich. At Rixos, we embrace this change wholeheartedly, understanding that true luxury is about offering more than just a stay - it’s about crafting a journey that aligns with the values and aspirations of our guests. The future of luxury is here, and it’s more exciting and enriching than ever before.
By Ali Ozbay, VP Marketing & Communications, ALL Inclusive Collection & Rixos Hotels
Attractions
Activities
Dining
Health
Education
Entertainment
Real
Hotels
The
Social media giants are still riding the AI wave in their latest updates. Here are the key highlights: INSTAGRAM LINKEDIN
Overhauls its algorithm
Great content will now have a shot at reaching a wider audience as Instagram shifts its focus to prioritize originality and performance over reposts and follower count.
Explores “Experiment mode” for Reels
With this new mode, your Reel will be shown to non-followers first and won't appear on your profile unless you decide to share it with everyone.
Introduces AI-powered ad tools
Meta is giving advertisers a new AI edge with features like predicting organic content success in paid campaigns and improved "Remind Me" ads.
Launches “Meta AI”
Meta bets big on AI launching its "Meta AI" chatbot across Facebook,
Tests “AI Audiences”
X's new AI tool lets advertisers briefly describe their ideal audience, then generates a pool of the most relevant users to target in seconds.
Launches “Stories on X”
Exclusive to Premium users, this feature provides news summaries using Grok AI, which curates user posts to provide real-time summaries of trending conversations on X.
Tries out AI ideas generator
YouTube is experimenting with an AI tool that recommends trending topics and even provides content outlines to assist you when you're grappling with video ideas.
Considers “pause ads”
Having seen promising test results, YouTube is poised to introduce a new feature: displaying ads when you pause a video you’re watching.
Unveils "Premium Company Page"
LinkedIn is experimenting with a new $99 subscription named "Premium Company Page," offering AI-driven content creation and growth strategies to enhance company profiles.
Announces pre-roll ads
Publishers can now embed 15-second pre-roll ads from partners directly into the organic video content they post to the platform.
Reconciles with UMG
Both parties have finally agreed to terms ensuring UMG artists are fairly compensated for their music on TikTok, while also monitoring generative AI creations.
Considers AI-powered voice cloning
This new AI feature lets users create digital replicas of their voices. However, concerns arise regarding potential misuse, such as voice deepfakes.
For over 60 years, PepsiCo has been an integral part of Saudi Arabia’s rich history, shaping the F&B landscape and contributing to the market. Since its inception in 1957, PepsiCo has witnessed and invested in the Kingdom’s remarkable journey, inspired by the passion and ambition of its people. Today, PepsiCo stands as the largest F&B conglomerate in the Kingdom, with iconic beverages like Pepsi, Mirinda, 7-UP, Mountain Dew, and Aquafina, alongside delicious snacks like Lay’s, Tasali, Sunbites, Quavers, Cheetos, Doritos, and Quaker Oats, bringing joy to Saudi consumers.
Our success in Saudi Arabia is deeply rooted in our human-centric approach. By contributing to the local community and tapping into the passion points with the Saudi youth, we’ve forged strong connections with consumers, becoming an integral part of key moments and events in the Kingdom. Collaborations like our “Pepsi Music” campaign, where we partnered with popular Saudi musicians, have allowed us to engage young people through exclusive concerts and music releases, immersing ourselves in the vibrant local music scene.
As Saudi Arabia continues its journey of transformation, PepsiCo remains committed to being a steadfast partner in realizing Vision 2030’s aspirations. Through creativity, dedication, and a deep understanding of local culture, we aim to leave an indelible mark on Saudi Arabia’s evolving F&B landscape, inspiring future generations and shaping a more prosperous tomorrow. Our recent unveiling of Pepsi’s revamped appearance at AlUla earlier this year was a testament to this commitment, paying homage to Saudi culture while ushering in a rejuvenated brand identity on a global stage.
Pepsi understands the pulse of its consumers and connects with its audiences through its passion points. This time, keeping sports at the center stage, Pepsi in KSA has launched its new platform - “Where there’s a ball, there’s a Pepsi,”. This platform is a dynamic partnership uniting the worlds of football and refreshment in an unprecedented way and is all set to energize football fans across Saudi Arabia, bringing together the
AI will undoubtedly play a role, but it must not overshadow the irreplaceable value of human creativity
By tapping into the passion points with the Saudi youth, we’ve forged strong connections with consumers says PepsiCo’s Karim ElFiqi
excitement of the UEFA Champions League (UCL), the passion of the Saudi Pro League, and the immersive experience of EA Sports FC.
The resonant mantra, “Where there’s a ball, there’s a Pepsi,” struck a chord with football aficionados across Saudi Arabia. Through ventures such as the Goal Challenge, Pepsi extended an invitation for fans to immerse themselves in the pulse of the game and vie for exclusive rewards. It’s a token of gratitude to the fervent Saudi football community that has embraced Pepsi wholeheartedly.
The journey of PepsiCo in Saudi Arabia is a testament to its passion and collaboration. In concert with consumers, partners, and stakeholders, PepsiCo continues to push boundaries, craft memorable experiences, and inspire future generations.
At the same time, ensuring unique and engaging experiences for the youth, Pepsi emerges as a vanguard of sports entertainment in the Kingdom. Infact, the next big moment is the Saudi Premier League closing ceremony on May 23, 2024, where Pepsi is all set to ensure a grand show with interactive activations with the fans – be it through a light show, visual and sensory experiences and last but not the least a mindblowing act by popular musicians.
‘‘PEPSICO CONTINUES TO PUSH BOUNDARIES, CRAFT MEMORABLE EXPERIENCES”
PepsiCo’s commitment to Saudi Arabia goes beyond mere business. It’s about building meaningful connections, celebrating culture, and shaping a brighter future for generations to come. Embracing change is at the core of Pepsi’s DNA. We’ve never been afraid to reinvent ourselves to evolve with fans and move at the speed of culture. The next era represents another step in our journey of innovation and growth, as we continue to champion anyone who challenges conventions in pursuit of enjoyment. Through creativity, dedication, and an unyielding commitment to local culture, PepsiCo is poised to continue making a positive impact in Saudi Arabia and beyond, igniting key moments and shaping the narrative of Saudi Arabia’s evolving landscape.
By Karim ElFiqi, Senior Vice President & Chief Marketing Officer at PepsiCo AMESAPicture this for a second: Mary, the marketer, pours out her heart and soul with her agency to craft and launch a campaign that resonates with her target audience. They launch it online, hoping it’ll stand out. Yet amidst the sea of content out there, Mary’s ad gets lost in the crowd, “passing like a ship in the night”, as David Ogilvy would say. Sounds frustratingly familiar, doesn’t it?
Welcome back to the relentless battleground of digital marketing, where every click and scroll can lead to a new discovery and a new distraction. Here Mary and all her fellow marketers are fighting for the most precious commodity of all: Consumer attention.
In this landscape of fragmented media consumption, relentless ad clutter, looming data deprecation, and insatiable consumer appetite for engaging content, the stakes have never been higher. The undeniable truth? Compelling advertising isn’t just desirable— it’s essential for growth.
The power of creative to drive brand growth has repeatedly been highlighted as the advertising variable with the highest potential to drive brand growth amongst practitioners. Research by Flashtalking finds that 65 per cent of marketers identify creative as the advertising variable with the highest potential to drive growth and business outcomes. Technology is an essential enabler of the creative process. Generative AI (genAI), which accelerates marketers’ adoption of intelligent creativity, supercharges technology’s impact.
Yet, our industry’s response over the last 15 years has been over-indexing on media at the expense of creative, which has created a gasping chasm. Let’s call it the ‘creative-media gap’. The rise of programmatic advertising has exacerbated this trend, with its over emphasis on data-driven targeting and automation. While programmatic has undoubtedly revolutionised ad buying and optimisation, it has sometimes led to
AdTech should help in the battle for attention, argues Tailwind’s Giannis Stoubos
a diminished role for creative teams. Media teams, armed with advanced analytics and targeting tools, have gained prominence, while creative teams have often been relegated to a more executional, less strategic role.
TODAY’S CREATIVE-MEDIA GAP MANIFESTS ITSELF IN THREE DISTINCT WAYS
First, siloed teams, process and technology, creating inefficiencies with escalating costs and slow go to-market. A recent report by Forrester ranks the disconnect between media and creative teams as the most important one, and highlights the need for brands and agencies to align their strategy, people and processes to see the value of their technology investments.
Second, repetitive, and irrelevant messaging, not considering the media context, numbing consumers – no surprise that ad-blocking usage is so high - and reducing their responsiveness. Neglecting creativity in favour of media efficiency can result in generic,
uninspired campaigns that fail to make a meaningful impact.
Third, the lack of creative intelligence, creating hurdles in learning what content resonates. Unlike third-party audience data suffering from signal loss, creative data is super-abundant but is not used as frequently to optimise campaigns.
TO BRIDGE THE GAP MARKETING TEAMS MUST PIVOT TOWARDS:
Breaking down silos between media and creative teams, processes, and technology platforms. Foster joint teams that unite left- and right-brained talent under the same goal.
Bringing back the ‘big idea’ in a relevant way; crafting brand messages tailored to the individual, the context, and the moment to ensure resonance. Story telling is even more important today and it can be more powerful when amplified by technology.
Embedding creative insights into every stage of the optimization process.
But here’s the kicker: The AdTech industry holds the key to unlocking this potential. By striking the right balance between creativity and targeting, it can revolutionise advertising as we know it. How? By spearheading the development of captivating ad formats, automating creative production across diverse channels, and harnessing the power of real-time audience targeting with insights-driven creative optimisation.
So, if Mary and her fellow marketers are tired of spinning their wheels on the merry-go-round of lacklustre advertising, there’s a clear path forward: Bridge the creative-media gap, unleash the power of creativity, and emerge victorious in the battle for consumer attention. The time is now.
By Giannis Stoubos, Chief Revenue Officer of Tailwind EMEA.Saudi Arabian government entities and developers came together recently at MIPIM, the world’s leading real estate event held annually in Cannes, France to showcase the Kingdom’s huge investment in infrastructure, real estate and tourism transformation.
Attended by 21,000 delegates, 6,500 investors and more than 300 exhibitors from 90 countries, it was a show of strength from Saudi Arabia as it looks to present its brands on the global stage.
Invest Saudi’s participation in MIPIM was managed by Riyadh-based events company Enso Arabia, and led by Elie Daccache, its business development manager.
He spoke to Campaign Middle East about how you bring together ten different
Giga and mega projects together with government entities came together under Invest Saudi at Cannes
brands under one roof – or in this case three roofs – at this global event.
What brands were there?
Ten Saudi entities took part in MIPIM, led by the Ministry of Investment under the umbrella Invest Saudi brand. These included government entities and some of the Kingdom’s most prominent giga and mega projects. These included the Ministry of Culture (Architecture and Design Commission), Diriyah Company, NEOM, New Murabba, King Salman Park, Riyadh Region Municipality, Ha’il Region Development Authority, Roshn and multidiscipline design consultancy, AE7. NEOM focussed on two key projects: THE LINE and Trojena.
What CEOs took part?
fraternity taking part in 16 different sessions, with additional participation in five sessions on the MIPIM conference programme.
Was this the first time that all these Saudi brands came together?
While Invest Saudi and some KSA brands exhibited at MIPIM in 2022 and 2023, it was never on this scale. The 2024 event saw the biggest participation to date, with more than 1,430 sq metres of seafront exhibition space across three spectacular pavilions featuring stunning scale models and an array of interactive, educational attractions including live construction footage streamed from KSA.
What is the significance of having them all together under one umbrella?
Government leaders, CEOs and other senior leaders from all participating entities took part. Among them: Fahad Al Heshem, Assistant Deputy Minister of Investment Development; Dr Sumayah Al-Solaiman, CEO, Architecture and Design Commission; Eng. Mohammed Alwabely, Assistant Deputy Mayor, Iconic Projects in Riyadh Region Municipality; Jerry Inzerillo, CEO at Diriyah; Michael Dyke, CEO at New Murabba, George Tanasijevich, CEO of King Salman Park; and John Kim, Principle and Design Director at AE7. Giles Pendleton, COO at NEOM’s THE LINE and Jean-Philippe Patesson, Executive Director Projects at NEOM’s Trojena, also attended.
What was the discussion about?
Invest Saudi attended to showcase the Kingdom’s unprecedented investment in infrastructure, real estate and tourism transformation, and connect with a global audience to drive more investment into the country. KSA entities signed 15 MOUs during the event.
The Invest Saudi also staged its own conference – Saudi Talks – across the first three days of MIPIM, with more than 25 leaders from the Ministry of Investment, Saudi developers and the real estate
KSA has more than US$1.8 trillion worth of residential and hospitality projects under construction or in the pipeline, and demand for real estate is set to increase with the 2027 AFC Asian Cup and EXPO 2030. Bringing together the government entities and developers who are helping to turn Vision 2030 into a reality gave investors real insight into the scale of development under way, and showed how the entities are working together to transform the country’s real estate and tourism sectors. A record-breaking 12,500 MIPIM delegates visited the pavilions across the three days, including Lord Dominic Johnson, UK Minister for Investment at the Department for Business and Trade, who witnessed the unveiling of Diriyah’s ‘The Arena’ live at the event.
How long did it take to organise this, and what was involved from a logistics point of view? The project took nine months of preparation. Initially, one pavilion was confirmed immediately after MIPIM 2023, but more spaces and pavilions were ordered after KSA was awarded the hosting of EXPO 2030. The pavilions took around a month to design and another two months to produce.
FREQUENCY: 98.4 FM
PARENT COMPANY: Abu Dhabi Media Network
LAUNCHED: 1969
OFFICE: Abu Dhabi
LANGUAGE: Arabic
FORMAT: Radio library of important historical events of the UAE, live sports events and matches
FREQUENCY: 97.8
OWNERSHIP: Fun Asia Network
HEADQUARTERS: Dallas
FOUNDED: 2020
MEDIA REP: Sunny Ahuja: +971 55 674 4028; sunny@funasianetwork.com +971 4 581 7000
WEBSITE: Beat978.com
LANGUAGE: English
FORMAT: Commercial House Music
LOCATION OF MAST: Umm Al Quwain
BROADCAST LICENCE LESSOR: UBN
LISTENERS DEMOGRAPHICS: Male and female 18- 35
FLAGSHIP PROGRAMMES: Beauty and the Beat with Reine, Steve and Khalid, Beat the Drive with Jake
PARENT COMPANY: ARN
HEAD OFFICE: ARN HQ, Dubai Media City FOUNDED: 2001
LANGUAGE: Arabic
LOCATION OF MAST: Al Mas Tower, Dubai REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
LISTENERS DEMOGRAPHICS: Dubai’s number 1 Arabic radio station
FLAGSHIP PROGRAMMES: Exit 99 with Heba, Raafat and Wael
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae; 044555888
WEBSITE: www.99fm.ae
PARENT COMPANY: ARN
HEAD OFFICE : ARN HQ, Dubai Media City FOUNDED: 2003
LANGUAGE: Emirati Arabic
LOCATION OF MAST: Al Mas Tower, Dubai
REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
LISTENERS DEMOGRAPHICS: The UAE’s number 1 Emirati radio station
FLAGSHIP PROGRAMMES: Oxygen with Auhood
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae; 044555888
WEBSITE: www.1009.ae
FREQUENCY: 106.2
TAGLINE: The Beat of Bollywood
OWNERSHIP: FunAsia Radio Network
HEADQUARTERED: Dubai
FOUNDED: 2017
MEDIA REP: Sunny Ahuja: +971 55 674 402; sunny@funasianetwork.com
+971 4 581 7000
WEBSITE: Big1062.com
LANGUAGE: Hindi
FORMAT: Bollywood CHR
LOCATION OF MAST: Umm Al Quwain
BROADCAST LICENCE LESSOR: UBN
LISTENERS DEMOGRAPHICS: Male and female 18- 38
FLAGSHIP PROGRAMMES: Big Bang with Sid & Vardaman (VMAN), The BIG MIX with Zohra, The Big Thrill with Mansi
PARENT COMPANY: Ajman Independent Studio
HEAD OFFICE: Ajman
FOUNDED: 1 997
MEDIA REP: Mohammed Jundi, network sales director: +971 4 567 0444; mjundi@ch4.ae www.channel4fm.com
LANGUAGE: English
FORMAT: CHR (Contemporary Hit Radio)
LOCATION OF MAST: Ajman
BROADCAST LICENCE LESSOR: Ajman Government
LISTENERS DEMOGRAPHICS: 18-40 age group
FLAGSHIP PROGRAMMES: Breakfast with Faris & Georgina; Jade on Channel 4, Afternoons with Jordan, The UAE’s Biggest Drive Show with Eve
PARENT COMPANY: ARN
HEAD OFFICE: ARN HQ, Dubai Media City
FOUNDED: 2002
LANGUAGE: Hindi
LOCATION OF MAST: Al Mas Tower, Dubai
REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
FLAGSHIP PROGRAMMES: Subah in the City with Karishma & Parikshit
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae; 044555888
WEBSITE: www.city1016.ae
FREQUENCY: 99.6
WEBSITE: www.clubfm.ae
PARENT COMPANY: Mathrubhumi Printing and Publishing Company
MEDIA REP: P S Srikumar, General Manager, GCC: 052 999 3442; srikumar@mpp.co.in
LAUNCHED: June 2016
LANGUAGE: Malyalam
BROADCAST LICENCE LESSOR: Fujairah Media
FORMAT: Entertainment, information, news, songs and creative campaigns
DEMOGRAPHICS: 21-45 years old
PARENT COMPANY: ARN
HEAD OFFICE: ARN HQ, Dubai Media City
FOUNDED: 1971
LANGUAGE/FORMAT: English language, playing the biggest hits from the 80’s to now
LOCATION OF MAST: Al Mas Tower, Dubai
REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
FLAGSHIP PROGRAMMES: The Big Breakfast with Jono & Nats
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae, 044555888
WEBSITE: www.dubai92.com
FREQUENCY: Abu Dhabi 95.8 FM; Al Ain 94.9 FM; Dubai and Sharjah 97.1 FM
PARENT COMPANY: Abu Dhabi Media Network
LAUNCHED: 1995
LANGUAGE: Arabic
FORMAT: interactive and entertainment programs, musical segments, news FLAGSHIP PROGRAMMES: Ahlaa Sabah, Podcast, Wyn Rayhyn
FREQUENCY: 99.9 - 99.7- 99.5 FM
PARENT COMPANY: Faddoul Music Enterprise Fame
HEAD OFFICE: Dbaye
NUMBER OF STAFF: 10
FOUNDED: 2013
WEBSITE: www.famefm.com
LANGUAGE: Arabic / English / French
LOCATION OF MAST: Ashrafieh, BeitMery, Zahle, Jounieh, Fatka, North, Saida, Nabatieh
REACH: Lebanon
BROADCAST LICENSE LESSOR: The Lebanese Ministry of Information & The Lebanese Ministry of Telecommunication
LISTENERS DEMOGRAPHICS: Young & trendy people, 20 to 50 years old
MEDIA REP: Interadio SAL CONTACT: info@interadio.com.lb; 00961 1 561 639
ADDRESS: Achrafieh, Accaoui, Media Center bldg.
PARENT COMPANY: ARN
HEAD OFFICE ARN HQ, Dubai Media City
NUMBER OF STAFF: 46
FOUNDED: 2004
LANGUAGE: English
FORMAT: broadcasting the latest news & information
LOCATION OF MAST: Al Mas Tower, Dubai REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
FLAGSHIP PROGRAMMES: The Business Breakfast with Brandy Scott, Richard Dean & Tom Urquhart
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae; 044555888
WEBSITE: www.dubaieye1038.com
FREQUENCY: 91.4
LANGUAGE: Arabic
FORMAT: Religious
FREQUENCY: 94.7
WEBSITE: www.flowersfm.com
PARENT COMPANY: Flowers International Group
LAUNCHED: May 2017
LANGUAGE: Malayalam and English
BROADCAST LICENCE LESSOR: Dolphin Recording Studios
DEMOGRAPHICS: Men and women; aged 25 to 45
FREQUENCY: 92.6
LANGUAGE: Arabic
The celebrity DJ and entrepreneur brings plenty of smiles on the airwaves, writes Justin Harper
5:45 AM: We’ve set up the Virgin Radio studio in the showroom of Al Habtoor Motors on Sheikh Zayed Road, a million people are tuned in and the energy is electric. The producers are huddled over prep notes, fine-tuning every detail of what’s coming up this morning. On top of the car giveaways, we’re squeezing in three holiday trips and all our usual segments. It’s going to be a tight squeeze, but that’s what makes it fun. We’re ready to bring some serious joy to the airwaves today and I’ve just said to the producers lets stream it all on social too.
6:01 AM: And we’re live! Hello Mum hello Dad. Today is all about community and compassion, and we’ve made sure these car giveaways reflect the whole country and the range of amazing listeners and nationalities. From Ajman to Dubai to Sharjah, we’re touching lives across the whole of the UAE this morning on Virgin Radio.
7:00 AM: The families are starting to arrive, and there’s an emotional vibe in the air. I called one of them, Joseph, last week live on-air and it was a Zoom call and he was in a hospital bed. We end up with the whole country talking to his doctor live and giving him a brand new car. Stories like Joseph’s remind me why I do what I do.
7:30 AM: Confetti cannons are locked and loaded. We’re about to dive into these amazing stories and hand out some keys. Each family has been through so much, and seeing their faces light up is the best part of my job.
4:30 AM: Time to wake up, Dubai. Kris Fade here. I could do with an extra 20 minutes in bed after a late-night event hosting a new hotel launch last night. But I’ve got to go live. So it’s straight to the shower to get going.
5:10 AM: On the road and feeling the buzz, it’s going to be a great morning. It’s a big day on The Kris Fade Show on Virgin Radio Dubai – we’re not just talking big, we’re talking record breaking. We’ve got over 100 incredible guests lined up because today, we’re giving away 27 brand new cars to some very deserving listeners who lost their vehicles in the floods last month. This all kicked off when a mystery donor – who only a few of us know the name of – reached out wanting to donate 10 cars. Such an amazing act of kindness to simply help people.
Al Habtoor Motors heard about it and said, “We’re in,” matching the donation. Then, Amwaj Development joined the kindness, adding even more cars to the campaign. Now because of the power of Virgin Radio, we’ve got 27 fantastic families, each with their own touching story, coming in to receive their new vehicles. What a great day.
Amwaj Development stepped up, and on was
the perfect way to wrap up the show.
families today on Virgin Radio, and that’s something I’ll
a further 3000 dirhams so
9:30 AM: What a whirlwind morning. Just when we thought we were done, the show turns in another direction again. One of our potential winners, Sara, had been struggling to get her paperwork sorted so that we could verify her as a finalist. By the time she got everything together, we had already awarded the 27 cars. But we couldn’t just leave her hanging. So, we called her into the showroom for a surprise. She rushed over in a taxi, and live on-air, Amwaj Development stepped up, and live on-air gifted her the 28th vehicle. The look on her face? Priceless. It was the perfect way to wrap up the show. We’ve helped change the lives of 28 families today on Virgin Radio, and that’s something I’ll never forget. Then Ali from Al Habtoor Motors added in a further 3000 dirhams so Sara could fly her son to the UAE to see her.
So, there you have it. A
So, there you have it. A morning full of emotion, generosity, and Dubai spirit. That’s what the show is all about – connecting with people, sharing their stories, and making a real difference. Time to take a quick nap as on Monday morning we do it all over again.
spirit. That’s what the show with people, sharing their stories, and making a real difference. Time to take a quick nap as on Monday
The Kris Fade Show is broadcast each weekday morning from 6am-10am on the UAE’s number
1 hit music station, Virgin Radio Dubai 104.4, and streamed live
The Kris Fade Show is broadcast each weekday morning from 6am-10am on the UAE’s number 1 hit music station, Virgin Radio Dubai 104.4, and streamed live online via ARN Play.
FREQUENCY: 106.5
WEBSITE: radiogilli.com
LANGUAGE: Tamil
PARENT COMPANY : Ajman Independent Studio
HEAD OFFICE: Ajman
FOUNDED: 2010
LANGUAGE: Malayalam
FORMAT: Malayalam Music & Entertainment
LOCATION OF MAST: Ajman
BROADCAST LICENCE LESSOR: Ajman Government
LISTENERS DEMOGRAPHICS: 18-40 age Group; M/ F
MEDIA REP: Mohammed Jundi, network sales director: +971 4 567 0444; mjundi@ch4.ae
WEBSITE: www.Gold1013fm.com
FLAGSHIP PROGRAMMES: Morning Drive with Samira & Vysakh; What’s up UAE with Deepa, Sunset Drive with Meera Nandan
PARENT COMPANY: ARN
HEAD OFFICE: ARN HQ, Dubai Media City FOUNDED: 2004
LANGUAGE: Malayalam
LOCATION OF MAST: Al Mas Tower, Dubai
REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
FLAGSHIP PROGRAMMES: The Big Breakfast Club with Nyla, Arfaz & Jea
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae; 044555888
WEBSITE: www.hit967.ae
FREQUENCY: 90.5 FM
PARENT COMPANY: Light FM SAL
HEAD OFFICE: The Cosmopolitan Hotel offices, 1st Floor City Rama, Dekwaneh
NUMBER OF STAFF: 7
FOUNDED: 1989
WEBSITE: www.radiolightfm.com
LANGUAGE: English / French
LOCATION OF MAST: Ashrafieh
REACH: Lebanon
BROADCAST LICENSE LESSOR: The Lebanese Ministry of Information & The Lebanese Ministry of Telecommunication
LISTENER DEMOGRAPHICS : A/B class, University Graduate, Ages 25-60
MEDIA REP: Interadio SAL
EMAIL ID: info@interadio.com.lb
ADDRESS: Achrafieh, Accaoui, Media Center bldg. CONTACT NUMBER: 00961 1 561 639
FREQUENCY: 107.1
OWNERSHIP: Fun Asia Network.
HEADQUARTERS: Dallas
FOUNDED: 2020
MEDIA REP: Sunny Ahuja: +971 55 674 4028; sunny@funasianetwork.com +971 04 3185300
WEBSITE: luv1071.com
LANGUAGE: English
FORMAT: 80’s, 90’s & Noughties
LOCATION OF MAST: Umm Al Quwain
BROADCAST LICENCE LESSOR: UBN
LISTENERS DEMOGRAPHICS: Male and female 35+
FLAGSHIP PROGRAMMES: The Morning Show with Alana and Keegan, With LUV from Jo-Dee, LUV the Drive with Aylissa
FREQUENCY: Riyadh 102 FM, Dammam 101.9 FM, Jeddah 103 FM, Madinah 103, FM, Hail 103 FM, Al Qassim 102 FM, Abha 102.3 FM, Najran 102.9 FM, Tabuk 97.4 FM, Yanbu 100.9 FM, Hofuf 102.2 FM, Zulfi 101 FM, Al Khafji 91.4 FM, Al Baha 101.5 FM, Taif 103.3 FM, Arar 100.9 FM, Al Nimas 103.2 FM, Al Jubail 102.2 FM, Al Jouf 88 FM, Makkah 100.8 FM
PARENT COMPANY: MBC Group
HEAD OFFICE: Riyadh
YEAR FOUNDED: 1994
WEBSITE: https://mbcmood.com/
ADDRESS: Riyadh, Dubai & Egypt
LANGUAGE: Arabic
LOCATION OF MAST ( CITY, LATITUDE, LONGITUDE ) : Riyadh 24.7136, 46.6753, Dammam, 26.4207, 50.0888, Jeddah, 21.4858, 39.1925, Madinah, 24.5247, 39.5692, Hail, 27.5114, 41.7208, Al Qassim, 26.3259, 43.9749, Abha, 18.2465, 42.5117, Najran, 17.5656, 44.2289, Tabuk, 28.3835, 36.5662, Yanbu, 24.0232, 38.19, Hofuf, 25.38, 49.5888, Zulfi, 26.3099, 44.8318, Al Khafji, 28.4257, 48.4887, Al Baha, 20.0217, 41.4713, Taif, 21.2841, 40.4248, Arar, 30.9599, 41.0596, Al Nimas, 19.1134, 42.1671, Al Jubail, 26.9598, 49.5687, Al Jouf, 29.9538, 40.197, Makkah, 21.3891 39.8579
REACH: KSA
BROADCAST LICENSE LESSOR: GCAM
LISTENER DEMOGRAPHICS: Saudis aged - 15 - 45
FLAGSHIP PROGRAMMES: Sahabkom Saudi, Helo El Kalam, Min Al Riyadh Nohadithkom, Dawrina, Ba3d El Montasaf
RATE CARD: contact us at hello@mms.net
MEDIA REP: MBC Media Solutions
WEBSITE: hello@mms.net
ADDRESS: Riyadh, Dubai & Egypt
CONTACT NUMBER: +97143919999
PARENT COMPANY: Dolphin Recording Studio LLC HEAD OFFICE: 1601 & 1602, Al Shafar Tower, Barsha Heights, Dubai, United Arab Emirates
NUMBER OF STAFF: 20 YEAR FOUNDED: 2011
LANGUAGE: Hindi – CHR format
LOCATION OF MAST: Ras Al Khaimah
REACH: United Arab Emirates
BROADCAST LICENSE LESSOR: Government of Ras Al Khaimah
MEDIA REP: Brij Bhalla brij.bhalla@mirchi.ae
The recent ‘The Power of Podcasts’ event in Dubai, hosted by Next Broadcast Media, brought together a collection of UAE’s podcast creators, advertisers, agencies, and experts to discuss the rapidly evolving landscape of podcast advertising. The insights shared inside the event were crucial for understanding this dynamic medium and the opportunities it offers. From sonic branding and programmatic strategies to niche content and brand safety; here are the key topics explored, offering valuable best practice insights that can inform and educate all on this storytelling medium that’s redefining marketing strategies across the region.
A LOCAL LOOK AT PODCASTS
Podcast listenership has surged in the MENA region, with millions tuning in. Data shows that 67 per cent of adults in Saudi Arabia and 62 per cent in the UAE listen to podcasts for over an hour each week, placing these nations among the world’s top podcast consumers. This high engagement provides an opportunity for regional brands to utilise this medium to reach a profitable and influential audience. It was highlighted numerous times ignoring podcasts on media plans, is ignoring a huge segment of consumers.
THE POWER OF NICHE CONTENT
Programmatic advertising emerged as a critical strategy for reaching niche audiences through long-tail targeting. While mass-audience shows have their place, it was said that niche podcasts attract fiercely loyal followers that advertisers should utilise. Creators are encouraged to focus on what they are passionate about rather than optimising solely for reach. For advertisers, this authenticity provides diverse targeting options to access highly engaged unique audiences. Using a long-tail strategy combined with programmatic advertising will yield impressive results at a lower cost than display and video.
PODCAST VS. SOCIAL MEDIA FOLLOWERS
It’s important to distinguish between podcasts and social media followers. Social media followers often discover
content passively, while podcast listeners actively choose to tune in. Even podcasts with only a few hundred listeners can be considered successful due to their audience’s high level of dedication. Leveraging these “smaller” podcasts offers both reach and engagement when accumulated.
Brands are increasingly exploring opportunities to collaborate with podcasters or create their own shows. Authenticity is crucial, as emphasised during the event. When using host-read ads or sponsorships, advertisers should build long-term relationships with podcasters to foster genuine, mutually beneficial partnerships. Alternatively, creating a branded show allows brands to build a dedicated following while showcasing their company, products, services or values.
Sound is a marketing superpower. Sonic branding is crucial in this audio-first medium, offering a powerful way to establish brand recall. Research presented demonstrated that sound leads to 800 per cent more ad recall than visuals. By creating unique and memorable audio identities, brands can build strong connections with listeners long after an ad has played. Podcasting provides an unparalleled platform for sonic branding, allowing brands to craft recognisable, immersive audio identities that resonate with listeners even after they’ve tuned out.
Next Broadcast Media’s Suzi Kuban explores the opportunities for advertisers
‘‘CREATING
Podcasts excel at delivering deeply personal storytelling that builds brand loyalty. Their unique ability to engage listeners in a more intimate way than other media makes them particularly effective for luxury advertising. High-NetWorth Individuals (HNWI) are a challenging audience to reach online, and during a panel discussion it was said podcasts offer the ideal environment due to this demographic’s guarded online behaviour.
There was an emphasis on the importance of brand safety and suitability. A priority for the majority of advertisers at the moment. General safety tools often limit reach, making it essential to leverage purpose-built tools designed specifically for podcast content. Advertisers should use these specific tools to identify suitable content that matches their brand rather than limiting their reach by excluding shows.
New ad-tech developments, purpose-built for the unique podcast sector, are empowering both creators and advertisers. The event explored these innovations, which help advertisers craft more effective campaigns while gaining clearer insights into their return on investment. For creators, access to professional studios in the MENA region and platforms for monetising shows is benefiting podcasters at an individual level as well as maturing the industry as a whole.
These insights from the Next Broadcast Media ‘Power of Podcasts’ event highlight the immense potential of podcast advertising, reinforcing it as a rapidly growing, engaged and story-driven marketing channel in the Middle East. Brands and advertisers should explore the medium’s creative and strategic potential rather than overlook it.
By Suzi Kuban, Marketing Director, Next Broadcast MediaFREQUENCY: Riyadh 99.0 FM, Jeddah 94.3 FM, Dammam 88.5 FM
PARENT COMPANY: MBC Group
HEAD OFFICE: Riyadh
FOUNDED: 2023
LANGUAGE/FORMAT: English / CHR
LOCATION OF MAST ( CITY, LATITUDE, LONGITUDE ) : Riyadh, 24.7136, 46.6753; Dammam, 26.4207, 50.0888; Jeddah, 21.4858, 39.1925
REACH: KSA
BROADCAST LICENSE LESSOR: GCAM
LISTENERS DEMOGRAPHICS: Saudi nationals & expats from ages 15-35
FLAGSHIP PROGRAMMES: The Byron Cooke show with Sana K, On Air With Ryan Seacrest, Afternoons with Harry, The Drive with Jay R & Dana
MEDIA REP: MBC Media Solutions; hello@mms.net
WEBSITE: hello@mms.net
ADDRESS: Riyadh, Dubai & Egypt
FREQUENCY: 104.4 - 104.7 FM
PARENT COMPANY: Societe Nouvelle Mix FM SAL
HEAD OFFICE: Achrafieh
NUMBER OF STAFF: 2
YEAR FOUNDED: 1996
WEBSITE: www.mixfm.com.lb
LANGUAGE: E nglish
LOCATION OF MAST: Ashrafieh and Zahle
REACH: Lebanon
BROADCAST LICENSE LESSOR: The Lebanese Ministry of Information & The Lebanese Ministry of Telecommunication
LISTENERS DEMOGRAPHICS: Trendy, young, AB class
MEDIA REP: Interadio SAL
EMAIL ID: I nfo@interadio.com.lb
ADDRESS: Achrafieh, Accaoui, Media Center bldg. CONTACT NUMBER: 00961 1 561 639
FREQUENCY: Riyadh 96 FM, Jeddah 102 FM, Dammam 91.9 FM, Madinah 102.3 FM, Al Qassim 103 FM, Abha 104 FM, Tabuk 101.7 FM, Taif 104 FM
PARENT COMPANY: MBC Group
HEAD OFFICE: Riyadh
YEAR FOUNDED: 2003
WEBSITE: https://mbcmood.com/ LANGUAGE: Arabic
LOCATION OF MAST ( CITY, LATITUDE, LONGITUDE ) : Riyadh, 24.7136, 46.6753, Dammam, 26.4207, 50.0888, Jeddah, 21.4858, 39.1925, Madinah, 24.5247,39.5692, Al Qassim, 26.3259, 43.9749, Abha, 18.2465, 42.5117, Tabuk, 28.3835, 36.5662, Taif, 21.2841, 40.4248
REACH: KSA
BROADCAST LICENSE LESSOR: GCAM
LISTENER DEMOGRAPHICS: Saudis and Pan-Arab Residents aged - 15 - 45
FLAGSHIP PROGRAMMES: Ahla Sabah, Panorama Café, Huda wa Huna, 3al Khamsa, Yala Show
MEDIA REP: MBC Media Solutions, hello@mms.net
ADDRESS: Riyadh, Dubai & Egypt
FREQUENCY: 95.3
LANGUAGE: Arabic
FREQUENCY: 102
WEBSITE: www.pearlfm.ae
LANGUAGE: English
FORMAT: Shows for parents and children
PARENT COMPANY: Sharjah Broadcasting Authority
HEAD OFFICE: Sharjah
FOUNDED: 2018
WEBSITE: www.pulse95radio.com
Pulse95@sba.net.ae; info@pulse95radio.com
LANGUAGE: English
FORMAT: Light talk-radio station with acoustic music covers
LOCATION OF MAST: Sharjah
BROADCAST LICENCE LESSOR: Sharjah Government
FREQUENCY: Dubai 88.2; Al Ain 88.6; Abu Dhabi 98.1
PARENT COMPANY: Abu Dhabi Media Network
LAUNCHED: 1979
LANGUAGE: Arabic
FORMAT: Religious, social FLAGSHIP PROGRAMMES: Sabah Al Noor, Yastaftoonek, Al Bait Al Saeed
FREQUENCY: 104.1 (Dubai); 100.5 (Abu Dhabi)
PARENT COMPANY: Abu Dhabi Media Network
LAUNCHED: 2017
LANGUAGE: English
FORMAT: Top 40 (Hit Music, Latest Trends, Celebrity News), latest trends and celebrity news
EMAIL: Radio1UAE@admn.ae
FLAGSHIP PROGRAMMES: Radio 1 Breakfast; Radio 1 Drive; Live from LA with Dean McCarthy
Founded: 1997
Headquartered: Ajman
Chairman: Abdulla Mohammed Al Murad
Radio stations under network: English (104.8 Channel 4 FM), Arabic (107.8 Al Rabia FM), Malayalam (101.3 Gold FM), Hindi (89.1 Radio 4 FM), Russian (103.2 FM -Volna- marketed by channel 4 radio network)
Number of staff: 150+
www.ch4.ae
+971 4 567 0444
UAE’s first FM radio network with five radio stations, reaching out to more than 4 million daily listeners across English, Arabic, Hindi, Malayalam and Russian languages. For over 25 years, apart from offering contemporary trending music and all-round entertainment seven days a week, the Channel 4 Radio Network also enjoys a massive following across social media, app and podcast lovers.
SERVICES: 360-degree client solutions, brand integrations, content and entertainment creation with the best advertising packages on-air and on digital platforms
- Al Murad Group
Radio remains a stalwart in the ever-changing media landscape. From the palm of your hand to inside your home, next to your work desk, and in your car, radio is a user-focused medium that continuously adapts to meet the needs of its audience. This versatility makes it the most trusted medium for clients aiming to maximise audience engagement.
Contrary to other mediums, radio uniquely integrates on-air, online, and on-ground communication. It has the flexibility to amplify both community and commercial messages simultaneously from a single platform, enabling deeper connections with the audience, making it an effective medium for engagement.
Even amidst the challenges from the time of Covid until now, radio has strengthened its position in supporting the community. During the recent unprecedented rains in the UAE, authorities turned to radio to broadcast real-time updates, while listeners relied on it as a reliable source of information.
Numerous brands swiftly turned to radio, extending a helping hand to those affected by the rain, offering various forms of assistance. This
highlighted radio’s unparalleled ability to mobilise support and solidarity, a feat unmatched by any other medium. And that’s the reason radio was, is, and will always be perceived as a trusted companion in times of crisis and celebration.
From a brand’s perspective, radio is an incredibly credible medium for delivering the right message to the right audience at the right time. To better serve our clients, we harness data-driven insights, analyse shifting trends, and conduct comprehensive mood mapping measures. This enables us to create customised programming content and effective advertising solutions, ensuring precise targeting, reach, visibility, and maximum campaign effectiveness.
Radio works on the mutual benefits of client satisfaction and listeners’ engagement, personifying the direct connection between the brand and the end user. It rewards its audience and provides unforgettable experiences beyond entertainment.
I can proudly say that Channel 4 Radio Network has raised the bar by offering the biggest cash prize ever on radio - a staggering One Million Dirhams. We were the first radio network to introduce Station Anchor Properties, featuring the biggest giveaways such as cash prizes, tickets to worldclass music concerts, and exclusive access to premier sporting events. Thanks to our esteemed clientele, our campaigns, giveaways, reach, and engagements are growing bigger every year.
According to the latest survey, Channel 4 Radio Network serves over 4 million UAE residents daily, which accounts for nearly 50 per cent of the total population of the UAE. Our network comprises four stations broadcasting in English, Arabic, Hindi, and Malayalam languages.
And we’ve partnered with Enterprise Media FZC LLC to operate our frequency 103.2FM as the only Russian language radio station in the UAE.
The number of Russian-speaking communities in the UAE is growing and there was no direct way to connect with them. The addition of the Russian language radio station to our network opens a world of opportunities for brands to reach an entirely new untapped Russian-speaking communities in the UAE.
As we strive to remain the most relevant and resilient medium, we are developing many innovative concepts that will bring radio closer to our audience, revolutionising how it is consumed.
OWNERSHIP: Abu Dhabi Media Network
HEAD OFFICE: Abu Dhabi
FOUNDED: 2017
FORMAT: Adult Contemporary
FLAGSHIP PROGRAMMES: Radio 1 Breakfast; Radio 1 Drive; Live from LA with Dean McCarthy
PARENT COMPANY: Ajman Independent Studio
HEAD OFFICE: Ajman
FOUNDED: 1999
MEDIA REP: Mohammed Jundi, network sales director: +971 4 567 0444; mjundi@ch4.ae www.radio4fm.com
LANGUAGE: Hindi
FORMAT: Bollywood music station
LOCATION OF MAST: Ajman
BROADCAST LICENCE LESSOR: Ajman Government
LISTENERS DEMOGRAPHICS: 18-40
FLAGSHIP PROGRAMMES: The morning drive with bhairavi & shardul; hashtag trending with shruti, the buzz with faizan, most wanted with abhijeet
PARENT COMPANY: Ajman Independent Studio LLC
HEAD OFFICE: Ajman
FOUNDED: 2000
MEDIA REP: Mohammed Jundi, network sales director: +971 4 567 0444; mjundi@ch4.ae
www.alrabiafm.com
LANGUAGE: Arabic
FORMAT: Arabic music & entertainment
LOCATION OF MAST: Ajman
BROADCAST LICENCE LESSOR: Ajman Government
LISTENER DEMOGRAPHICS: 18-40
FLAGSHIP PROGRAMMES: Sabah Al Khaire Ya Emirates with Rakelle and Jad, Al Rabia Wal Nas with Abu Rashid, Refresh with Rawan, 3A Tareeq with Salam
OWNERSHIP: Asharq News
HEAD OFFICE: Riyadh, Saudi Arabia
NUMBER OF STAFF: 600+
FOUNDED: 2020
LANGUAGE: Arabic
FORMAT: Business
LOCATION OF MAST: Riyadh, Saudi Arabia
REACH: Saudi Arabia
EMAIL: salman.alqarni@asharq.com
PARENT COMPANY: Dolphin Recording Studio LLC
HEAD OFFICE: 1601 & 1602, Al Shafar Tower, Barsha Heights, Dubai, United Arab Emirates
NUMBER OF STAFF: 15
YEAR FOUNDED: 1995
LANGUAGE: Malayalam – CHR format
LOCATION OF MAST: Ras Al Khaimah
REACH: United Arab Emirates (Internationally available on Radio Asia App)
BROADCAST LICENSE LESSOR: Government of Ras Al Khaimah
EMAIL ID: jaya@radioasia.ae
FREQUENCY: 92.2
OWNERSHIP: Aaren World Media & Advertising LLC
NUMBER OF STAFF: 22
FOUNDED: 2015; 2022
LANGUAGE: T amil
LOCATION OF MAST: Dubai, UAE
REACH: Entire GCC and globally through app-based radio
BROADCAST LICENSE LESSOR: Ras Al Khaimah Media Broadcasting
EMAIL: ceo@aarenworld.com
FREQUENCY: 102.3 - 102.5 – 102.7 FM
PARENT COMPANY: Liban Libre pour la Production & la Diffusion Sal – RLL
HEAD OFFICE: Adonis
NUMBER OF STAFF: 50
FOUNDED: 1978
WEBSITE: www.rll.com.lb
LANGUAGE: Arabic
LOCATION OF MAST: Beirut, South, North and Bekaa
REACH: Lebanon
BROADCAST LICENSE LESSOR: The Lebanese Ministry of Information & The Lebanese Ministry of Telecommunication
LISTENERS DEMOGRAPHICS: All ages, all education
MEDIA REP: Interadio SAL
EMAIL ID: info@interadio.com.lb
ADDRESS: Achrafieh, Accaoui, Media Center bldg. CONTACT NUMBER: 00961 1 561 639
FREQUENCY: 90.5
LANGUAGE: Arabic
PARENT COMPANY: ARN
HEAD OFFICE: ARN HQ, Dubai Media City
FOUNDED: 2011
LANGUAGE: Farsi
LOCATION OF MAST: Al Mas Tower, Dubai
REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
FLAGSHIP PROGRAMMES: Sobh-E-Shoma baa Hannan
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae; 044555888
PARENT COMPANY: Ajman Independent Studio
WEBSITE: www.radiozainfm.ae
HEAD OFFICE: Ajman
FOUNDED: 2020
LANGUAGE: Arabic
FORMAT: Golden-era Arabic music
LOCATION OF MAST: Ajman
BROADCAST LICENSE LESSOR: Ajman Government
LISTENER DEMOGRAPHICS: Male and female; aged 35+
MEDIA REP: Mohammed Jundi, network sales director: mjundi@ch4. ae;+971 4 567 0444
FREQUENCY: 92.2
LANGUAGE: Arabic
FREQUENCY: 87.6
LANGUAGE: Arabic
FORMAT: Religious
FREQUENCY: 94.4
WEBSITE: sba.net.ae/ar/radio/channel/13
PARENT COMPANY: Sharjah Broadcasting Authority
HEAD OFFICE: Sharjah, UAE
FOUNDED: 1972 (re-launched in 2000)
FORMAT: Arabic
LOCATION OF MAST: Al-Khan, Sharjah
BROADCAST LICENSE LESSOR: Sharjah Government
DEMOGRAPHICS: Emiratis and Arab expats
NEXT BROADCAST MEDIA | FOUNDED 2019 | HEAD QUARTERS DUBAI, UAE
Industry leaders since 2019, NBM is the largest net work of podcasts in the MENA region. Our global digital audio network is the premier platform for a dvertising on top-charting shows, local MENA content, and Arabic podcasts. As your trusted audio advertising partner, we specialise in connecting y ou with valuable listeners, no matter their listening platform or location. Enjoy unparalleled transparen cy, a comprehensive suite of solutions, and the highest s tandard in brand safety and suitability measures.
lemya@nextbroadcast.media | +971504807802 | linkedin.com/company/next-broadcast-media
Emirates Airline, Samsung, Hubpay, Visa, Haleon, Ma stercard, Saudi Airline, BMW, Abu Dhabi Tourism, NBA, Qatar Airways, Jeep, First Abu Dhabi Bank, Adidas, Kiri.
Podcasts. Music-on-demand. Web-radio. Mobile gaming . Programmatic. Sponsorships. Branded shows. Special Executions.
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Listen to Campaign’s latest podcasts to join in the debate and discussion of the latest developments in the region’s media, marketing and advertising scene www.campaignme.com/category/podcast/
WithFeeling’s Joe Dickinson discusses AI’s role in future compositions
“T
he computer can’t tell you the emotional story. It can give you the exact mathematical design, but what’s missing is the eyebrows” Frank Zappa
In the world of music production, artificial intelligence (AI) brings a mixture of excitement and apprehension. While AI’s ability to quickly generate ‘music’ is impressive, it lacks a crucial element that human composers bring: genuine emotional connection.
AI tools can mimic technical sound structures, creating songs in mere seconds—what might take artists days or months to produce. So far so good, you might say.
However, AI currently lacks the ability to create music with the emotional resonance that comes from human experience. Despite technological advances, AI-generated music often feels hollow, missing the soul that defines truly transformative works. We know, humans respond to emotion in music. And without some kind of response, what’s the point?
The latest, much-derided ad for the iPad shows everything that enables humans to
‘‘AI MUST NOT OVERSHADOW THE IRREPLACEABLE VALUE OF HUMAN CREATIVITY”
create - guitars, pianos, instrumentsbeing crushed into non-existence, all the love and passion they’ve generated for centuries squashed into nothingness, leaving only a metal box behind.
A metaphor for AI?
THE COMPLEXITY OF HUMANCREATED MUSIC
“I’m always thinking about creating. My future starts when I wake up every morning… Every day I find something creative to do with my life” Miles Davis
Lyrics, music, and the human experience
Music and lyrics are deeply rooted in the human experience, often drawing from personal life events that AI simply cannot comprehend. Consider the depth of songs like “All You Need Is Love” The ‘love’ in such songs isn’t just a word; it’s a reflection of personal relationships and experiences. This personalisation
To mark the 50th anniversary of the Islamic Development Bank (IsDB), we at WithFeeling crafted a special symphony that demonstrated the profound impact of human creativity. This 10-minute piece transcended borders and cultures, incorporating classical compositions with traditional instruments from all 57 member countries.
This celebration of unity and collaboration, reflecting the IsDB’s spirit of cooperation over the past five decades, showcased our expertise in crafting unique sonic identities that celebrated cultural diversity. This requires an understanding of cultural nuances and musical traditions - uniquely human skills currently beyond AI’s capabilities.
This project demonstrates why WithFeeling remains at the forefront of the industry; AI could not replicate the emotional depth and cultural understanding required.
makes music profoundly relatable and emotionally charged.
“I haven’t understood a bar of music in my life, but I have felt it” Igor Stravinsky
AI, lacking real-life experiences and the complex emotions that come with them, struggles to create music that truly resonates on a personal level. It’s not just about replicating sound; it’s about conveying feelings and stories that listeners find meaning in.
AI AS A COLLABORATIVE TOOL
AI is a tool to enhance human creativity, not a replacement. It can assist with sound design, pattern generation, and even some elements of composition. However, the final touches that make music truly resonate –Zappa’s ‘eyebrows’ - should be distinctly human. By using AI as a collaborative tool, we can expand our creative possibilities without sacrificing the emotional depth that makes music powerful.
SIGNING OFF
As we navigate the future of music production, balancing technological innovation with the preservation of essential human elements will be key. AI will undoubtedly play a role, but it must not overshadow the irreplaceable value of human creativity. Music, at its core, is an expression of the human experience - an art form that should remain deeply personal and profoundly human.
Reflecting on music’s future
The true beauty of music lies in its ability to connect us through genuine, human-crafted emotions. At WithFeeling, we remain committed to preserving this human touch; each piece of music we create not only sounds beautiful but also touches hearts and celebrates humanity.
By Joe Dickinson, Chief Music Officer, WithFeelingZenith’s
In the heart of Saudi Arabia’s cultural transformation, audio serves as the soundtrack to change, weaving itself seamlessly into the fabric of everyday life.
Whether through podcasts, audiobooks, or music streaming platforms, people consume audio seamlessly, integrating it into various aspects of their daily routines, from morning commutes to evening wind-downs.
This is amplified now more than ever due to the abundant presence of smartphones, providing instant access to unlimited audio content anytime, anywhere.
The phenomenon is most pronounced among the youth, who constitute around 50 per cent of the total Saudi population. This is largely due to their innate adaptability to new technologies and their constant desire for connectivity and self-expression. As a result, audio has seamlessly integrated into their cultural experience and personal development, serving as a bridge between their cultural heritage and the embrace of global trends. With increased connectivity and exposure to global influences, Saudi youth are exploring new avenues of self-expression while maintaining a deep-rooted pride in their traditions. In this cultural evolution, audio emerges as more than mere entertainment; it becomes a vehicle for storytelling, learning, and community building. The undeniable surge in audio streaming, with a significant 12 per cent year-on-year increase according to GWI, underscores the profound impact of this medium in shaping the narrative of modern Saudi society.
Creating one-on-one audio experiences for Saudi youth requires a delicate balance between global and local. It’s about offering a diverse range of content that reflects the multifaceted nature of Saudi society while providing listeners with the freedom to explore and engage with topics that resonate with them personally. By embracing this, brands can craft experiences that resonate with the diverse identities and aspirations of
young Saudis, which ultimately can capture the attention in the most personal moment of the consumer.
The potential for hyper-personalisation in audio experiences is truly exciting. Imagine dynamic mash-ups of music, podcasts and content that seamlessly weave together diverse cultural influences, resonating with individual tastes like never before.
But it doesn’t stop there. With the wealth of data available, we can now anticipate cultural shifts before they even happen. By analysing trends and consumer behaviour, we can identify when something is on the brink of mainstream adoption and seize unique opportunities to engage audiences. Furthermore, leveraging personal data allows us to understand individuals’ emotions throughout the day, enabling the creation of custom audio experiences tailored to their unique moods and preferences. This level of personalisation not only enhances the listening experience but also deepens the emotional connection between brands and consumers in this rapidly evolving cultural landscape.
performance but also drives cost efficiencies. According to the data, supplementing TV advertisements with audio results in a notable 20 per cent boost in campaign performance, while concurrently reducing overall costs. This synergy between audio and visual elements highlights the symbiotic relationship between the two mediums. These insights highlights the significance of integrating audio into marketing strategies to enhance both effectiveness and efficiency in connecting with target audiences, particularly the discerning youth demographic.
‘‘SAUDI YOUTH ARE EXPLORING NEW AVENUES OF SELF-EXPRESSION”
Recent findings from WARC shed light on a significant trend: audio advertising within the MENA region has yielded substantial gains, with brand favourability rising by an impressive 21 per cent and brand consideration by 29 per cent, on average. These figures underscore the pivotal role audio now occupies in the marketing landscape. It’s no longer a peripheral aspect but a crucial touchpoint, especially when targeting the youth demographic. Further reinforcing this notion, Nielsen Share Shift data presents compelling evidence. Incorporating audio into television campaigns not only enhances
The future of audio is about forming communities centred around common interests, emotions, and engagements. With the rise of Artificial intelligence (AI), it will play a crucial role in precisely targeting content and brand communications for a Saudi listener group that encompasses that glocal (global and local) mash-up. Significant investments are being made by brands in AI to creatively identify and engage with customers, with more than half of the major brands prioritising AI for audience segmentation. As technology continues to improve audience targeting capabilities, the audio landscape will transform into a realm where groups of individuals with similar interests can come together to share personalised content and start further embracing brand communications.
Exploring the potential of audio in Saudi Arabia promises an exciting journey towards crafting the most extraordinary experiences imaginable. From evocative storytelling to immersive soundscapes, the future holds boundless opportunities to captivate and engage audiences in unprecedented ways.
By Rita Kteiche, Business Director at ZenithFREQUENCY: 102.7
WEBSITE: sba.net.ae/ar/radio/channel/12
PARENT COMPANY: Sharjah Broadcasting Authority
HEAD OFFICE: Sharjah, UAE
YEAR FOUNDED: 2012
FORMAT: Arabic
LOCATION OF MASTS: Halwan, Al-Abar, Sharjah
BROADCAST LICENCE LESSOR: Sharjah Government
DEMOGRAPHICS: Muslims; Arabs and non-Arabs
OWNERSHIP: Sky News and International Media Investments
HEAD OFFICE: Abu Dhabi, UAE
NUMBER OF STAFF: 500+
FREQUENCY: Abu Dhabi- 90.3 KHz; Dubai – 90.5 KHz; AlAin – 89.7 KHz
MAST: Abu Dhabi- Mahawi Station; Dubai -Al Qusais Station; AlAin - Al Maqam Station
REACH: UAE
BROADCAST LICENSE LESSOR: ADMC ( Abu Dhabi Media Company)
LANGUAGE: Arabic
FORMAT: News
FREQUENCY: Abu Dhabi 92.4 FM; Al Ain 100.1 FM; Dubai 99.9 FM
WEBSITE: www.adradio.ae/starfm
PARENT COMPANY : Abu Dhabi Media Network
LAUNCHED: 2009
LANGUAGE: Arabic, English
BROADCAST LICENCE LESSOR: Abu Dhabi Authorities
FORMAT: Latest updates, music and celebrity news
FLAGSHIP PROGRAMMES: Sabaho, Fnoon After Noon, Alsa’ah Thalathah, Stars@5, # Star Alnas Altybah
FREQUENCY: 100.3
TAGLINE: The home of News, Sport & Conversation
OWNERSHIP: FunAsia Radio Network.
HEADQUARTERED: Dubai
FOUNDED: 2020
MEDIA REP: Sunny Ahuja: +971 55 674 4028; sunny@funasianetwork.com +971 04 3185300
WEBSITE: talk1003.ae
LANGUAGE: English
FORMAT: Conversation and the Smooth-Music Mix.
LOCATION OF MAST: Umm Al Quwain
BROADCAST LICENCE LESSOR: UBN
LISTENERS DEMOGRAPHICS: Male and female 18- 38
FLAGSHIP PROGRAMMES: Daybreak with Vivek Sanil and Muriel D’Sa, Mama Mia with Muriel D’Sa, Talk Health with Ronak Kotecha, Talk, Sport and Business with Lachlan Kitchen, Neeil Ojha & Pranav Prassana
PARENT COMPANY: ARN
HEAD OFFICE: ARN HQ, Dubai Media City
FOUNDED: 2013
LANGUAGE/FORMAT: Tagalog (Filipino) & English
LOCATION OF MAST: Al Mas Tower, Dubai
REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
LISTENERS DEMOGRAPHICS: 600,000 resident Filipinos in the UAE
FLAGSHIP PROGRAMMES: Tag Gising Na with Bluebird and Keri Belle
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae; 044555888
WEBSITE: www.tag911.ae
PARENT COMPANY: Aaren World Media & Advertising
HEAD OFFICE: Dubai
FOUNDED: 2015
REACH: GCC and globally through app-based radio
EMAIL: ceo@aarenworld.com
LANGUAGE: Tamil
LOCATION OF MAST: Dubai
BROADCAST LICENCE LESSOR: RAK Broadcasting Authority
PARENT COMPANY: ARN
NUMBER OF STAFF: 21
FOUNDED: 2008
LANGUAGE/FORMAT: English language playing the biggest hits.
LOCATION OF MAST: Al Mas Tower, Dubai
REACH: UAE
BROADCAST LICENSE LESSOR: Dubai
FLAGSHIP PROGRAMMES: The Kris Fade Show
MEDIA REP: Amiral Farid, ARN Sales Director afarid@arn.ae; 044555888
WEBSITE: www.virginradiodubai.com
FREQUENCY: 89.5 FM
PARENT COMPANY: Levant Media Hub SAL
HEAD OFFICE: Zalka, Al Moudir Bldg.
NUMBER OF STAFF: 15
FOUNDED: 2013
WEBSITE: www.virginradiolebanon.com
LANGUAGE: English
LOCATION OF MAST: Jal El Dib, Beit Mery, Ashrafieh
REACH: Lebanon
BROADCAST LICENSE LESSOR: The Lebanese Ministry of Information & The Lebanese Ministry of Telecommunication
LISTENERS DEMOGRAPHICS: Ages 12 to 40 both genders, English students and educated people.
MEDIA REP: Interadio SAL
EMAIL ID: info@interadio.com.lb
ADDRESS: Achrafieh, Accaoui, Media Center bldg.
CONTACT NUMBER: 00961 1 561 639
FREQUENCY: 89.7 FM
PARENT COMPANY: Levant Media Hub SAL
HEAD OFFICE: Zalka, Al Moudir Bldg.
NUMBER OF STAFF: 5
FOUNDED: 2019
WEBSITE: www.virginradiolb.com
LANGUAGE: English
LOCATION OF MAST: Jal El Dib, Beit Mery, Ashrafieh
REACH: Lebanon
BROADCAST LICENSE LESSOR: The Lebanese Ministry of Information & The Lebanese Ministry of Telecommunication
LISTENERS DEMOGRAPHICS: Ages 35 to 49 both genders, English educated people.
MEDIA REP: Interadio SAL
EMAIL ID: info@interadio.com.lb
ADDRESS: Achrafieh, Accaoui, Media Center bldg.
CONTACT NUMBER: 00961 1 561 639
OWNERSHIP: Parallel Lines Media Network
HEAD OFFICE: Dubai UAE
NUMBER OF STAFF: 12-15
FOUNDED: 2020
LANGUAGE: Hindi
FORMAT: Desi Music Station
LOCATION OF MAST: UAE
REACH: UAE
BROADCAST LICENSE LESSOR: Fujairah Broadcasting
EMAIL: info@opencirclemena.com
FLAGSHIP PROGRAMMES: MAD Mornings with Sharjeel
MEDIA REP: Sharjeel Ahmed – sharjeel@vibe1054.com
WEBSITE: www.vibe1054.com
FREQUENCY: 97.6
LANGUAGE: Arabic
FORMAT: Religious
OWNERSHIP/PARENT COMPANY: WPP, Part of The Landor Group
REGIONAL HQ: Dubai, United Arab Emirates
FOUNDED: 2008
Amp is the world’s leading sonic branding company. Utilising its award-winning Sonic DNA® design approach and AI-fueled Sonic Hub® Ecosystem, Amp creates holistic sonic identities for global brands and creates 360º sonic experiences.
HEAD OF COMPANY: Firas AlSharbaji
HEADQUARTERED: Riyadh, Saudi Arabia info@soundmine.me
Sound Mine is KSA’s first Dolby-enabled sound studio, producing unique original soundtracks with international standards and local fusion. We specialise in music production, sonic branding, ADR, voice over, sound mixing and design.
KEY CLIENTS: Ministry of Culture, Music Commission, Royal Commission for Al Ula, DGDA, STC
OWNERSHIP: Create Group FOUNDED: 2018
LANGUAGE/FORMAT: English/ Audio & Video
EMAIL ID: talktous@creategroup.me; (+971) 4 442 5674
This is where we talk all things digital, content and start-up culture and share some valuable agency insights.
PARENT COMPANY: Matrix Public Relations
HEAD OFFICE: Dubai
LANGUAGE: English
REACH: Global
EMAIL ID: podcast@thematrixgreenpill.com
WEBSITE: https://thematrixgreenpill.com/
Founded: 2022
Heads of agency: Chris Atkins & Joe Dickinson
www.WithFeeling.com
hello@WithFeeling.com
+971 (0)55 148 2259
+971 (0)55 743 0109
At WithFeeling, we specialise in original music composition and strategic sonic branding, creating compelling soundscapes to forge deeper connections between people and organisations. Leveraging a global network of talented composers, we bring unique perspectives to our work. Our award-winning team has crafted memorable sonic identities for some of the world’s biggest brands. Sound, for us, is not just a medium but a vibrant language for storytelling, a powerful tool that triggers emotions and drives business growth. We’re passionate about creating sensory experiences that resonate, using brand voices and innovative sound design to leave a lasting impact.
KEY CLIENTS: Expo City Dubai, twofour54, Government of Dubai, National Development Fund, ADGM, Google, Tik Tok, Galadari, Amazon Global, Mohammed Bin Rashid Library, SeaWorld Abu Dhabi, Dubai Racing Club, Rovio, Emaar, Emarat, Microsoft, Aramco, Emirates, Sela, Game UK, Dyson, AlUla, MDLBEAST, King Salman Park, Sephora.
SERVICES: Sonic branding, original music composition, sound design, brand voices
AWARDS WON, ADVERTISING: Cannes Lions Awards, New York Festival Awards, D&AD Awards, Dubai Lynx Grand Prix Awards
AWARDS WON, MUSIC: United States (RIAA) Platinum 1,000,000 Award, Apple Music Chart Position 1 with “This is Our Time”
AWARDS WON, RADIO DOCUMENTARY: Amnesty International Human Rights Press Award
At WithFeeling, we’ve noticed a remarkable trend in sonic branding over the last year. Businesses as diverse as HR, real estate, and now even data destruction are seeing the value of sonic branding. As platforms like TikTok and other social media provide free engagement, more companies are using sound to enhance their brand identity, realising that sonic branding isn’t just for fast food or streaming services.
Used strategically, sonic branding sets them apart from the competition and creates emotional connections. A cost-effective way to advertise, it helps brands stand out and make a lasting impression, gaining an advantage in the competitive market. WithFeeling holds daily meetings with new clients to demonstrate how sound can transform their touchpoints, with clients showing great openness to this innovative approach.
In exciting new developments, AI-driven personalisation is enhancing audio experiences, making them more engaging. The rise of voice interfaces lets brands express their unique identity through custom voice assistants. Advancements in spatial audio offer immersive
soundscapes, enhancing the sense of presence. Additionally, the focus on sonic wellness is leading to soundscapes that promote relaxation, productivity, and sleep.
While biometric sound analysis is still an emerging field, AI is changing the landscape, to create dynamic and responsive sound environments that resonate with audiences.
At WithFeeling, we trust robust data over personal tastes and preferences. We implement thorough testing, both before and after deploying sonic branding strategies, to ensure effectiveness. Our approach includes tracking brand recognition through metrics like website traffic and social media engagement, monitoring sales data, assessing customer loyalty and retention, and analysing interactions on social media. We also conduct focus groups and surveys to gather direct consumer feedback, fine-tuning our sonic identity to ensure our strategies resonate every time.
WE’VE NOTICED ON YOUR WEBSITE THAT MANY EVENTS IN THE REGION ARE CHOOSING ORIGINAL MUSIC. WHY IS THAT?
Events are increasingly choosing original music to enhance the identity and memorability of the occasion. As a well-known Dubai creative director said, “You don’t hum the lights on the way home after an event.”
Original music captures and elevates an event’s mood and spirit through tailored compositions that respond to different cues and emotions, unlike generic stock music. Many clients request an Arabic flavour in their music, using traditional instruments like the oud and ney, seldom represented authentically in stock libraries. WithFeeling specialises in this fusion, crafting professional, thoughtful compositions that resonate with the event’s cultural context. This not only enriches the audience’s experience but reinforces the event’s brand identity.
Executive Creative Director at Saatchi & Saatchi, Publicis Groupe
BEKO: BEKO INHERITANCE (1)
I appreciate the effort to break through the noise and innovate within the category. However, the creative concept isn’t entirely groundbreaking, as the use of home appliances to symbolise durability has been seen before.
HEINZ: HEINZ HOURZ (2)
I think we’ve got a clever campaign on our hands here. “Waiting patiently for Heinz to start your meal” is a powerful insight, and exaggerating the waiting time adds a humorous and witty twist.
DHL EXPRESS : UNEXPECTED DELIVERY METHODS (3)
Absolutely, it’s logical to consider alternative delivery methods when a significant portion of the global population lives in remote areas. I admire the reasoning behind this new approach and the creative direction it’s taking.
PANADOL: PAIN IS EVERYWHERE (4)
Once more, it’s the power of insightful moments that prevails. They’ve pinpointed those real, painful instances - those uncalculated steps and movements that almost inevitably lead to an inappropriate curse word. It’s a smart approach, and the execution mirrors the same poignant insightfulness.
BILLBOARD ARABIA: SOUNDS OF THE LAND (5)
Although I have seen this concept before, this one project stands out for its unparalleled depth and scale. By translating the iconic landscapes of the Arab world into mesmerising musical sounds, it evokes a profound sensation, giving goosebumps to those who experience.
Motivate Media Group
Creative Director, BPG
BEKO: BEKO INHERITANCE (1)
“Knives Out” meets “Succession” — simply brilliant! Poised with suspense, character development, and chic set design; this ad draws the viewer in and sets us up for a bit of a laugh.
HEINZ: HEINZ HOURZ (2)
When an advert is both simple and clever enough for the consumer to close the loop themselves, it can be considered a success. The art direction is clean, simple, direct, and beautifully captured.
DHL EXPRESS: UNEXPECTED DELIVERY METHODS (3)
It is nice to see them humanise their constant efforts to ensure we get our goods no matter where we reside. A simple way to represent a real-world insight. The art direction is simply beautiful. This is indicative of how as creatives, we create fantasy worlds where our concepts live.
PANADOL: PAIN IS EVERYWHERE (4)
Turns out you can find humour in pain and suffering. The social videos encapsulate that “Oh, woe is me” attitude we all have towards manageable pain, yet the print ads could be seen as slightly underwhelming as they don’t pack the same punch.
BILLBOARD ARABIA: SOUNDS OF THE LAND (5)
From the case film to the actual idea, Billboard has managed to speak to a niche audience and captivate those living in the region all while using beautifully crafted and consistent art direction. Congrats on a well nurtured and crafted concept.
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 Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Reporter Ishwari Khatu Junior Reporter Sonia Majumder Junior Reporter Shantelle Nagarajan
DESIGN Art Director Clarkwin Cruz Senior Designer Thokchom Remy
ADVERTISING ENQUIRIES Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (nadeem@motivate.ae) Sales Manager Tarun Gangwani (tarun.gangwani@motivate.ae)
PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran Production Supervisor Venita Pinto
HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken
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Haymarket Magazines Limited or those of its contributors.
You noticed it last year, right? A vast swathe of what’s out there is looking identical. Yes, the bots are duplicating, drawing from a seemingly inexhaustible pool of AI-generated copy. But while technology, like Disney’s Ursula, threatens to steal our voices, there's a movement to reclaim the soul of advertising through experience and personalization.
As digital content saturates, brands are finding unique opportunities to stand out by abandoning the generic for authentic, personalized campaigns. This shift is driven by Gen Z’s trend fascinations and a move away from outdated marketing tactics. Those who dare to innovate are rewarded by engaging audiences in new and exciting ways.
When they manage to craft messages that jolt us out of our scrolling stupor and make us ask "Who said that?", we see that they’re onto something using the same metrics we always have.
As I sit in a plane, heading to France for a Summit called “Connected Growth” and writing this article, I’m thinking that for someone, who used to hate group projects at school, my views have certainly evolved. Today, I know – having experienced it many times over - that the better we work together as one, the more successful we are. In the era of polycrises, unprecedented complexity and artificial intelligence, collaboration is both key to survival and the only road to success.
Publicis understood that a while ago with its “Power of One” operating model, something I have embraced with gusto. Then a couple of months ago, we launched a new initiative called “The Growth Club” which brings together a community of close to 80 people from around the region across all expertise from data, to experience, media, transformation and creative.
Since its launch, every time I explain what it is and why we are doing it, I talk about the importance of having a shared vision, investing in our talent, behaving like a collective, exchanging knowledge, of having a shared understanding. And all this is true.
But maybe there’s an even deeper reason behind such an initiative.
A couple of years ago, I went to Cannes for the Lions Festival. I couldn’t be more excited as it was both my first time ever being there in person and I was not just visiting but judging what is probably the most epic festival in the industry.
Every night after “judging duties”, I would take the train to Nice to visit my parents and in the train, I would often meet people who worked at the Palais du Festival or in surrounding hotels (no one who works in the service industry can afford to live in Cannes itself).
And sometimes, we would chat.
“When you stay in your own bubble, your bubble doesn’t burst”
One evening, a middle-aged hotel cleaner told me that generally people were nicer at the advertising festival than at the Cannes Film Festival. That gave me a measure of hope for our industry. It seemed that our collective ego doesn’t quite compete yet with actual redcarpet celebrities.
Another night, a seriously bulky and muscular security agent told me that he was often in charge of entry to the
Beach parties that the Croisette is known for. His problem was that during the Lions everyone was (felt?) important so everyone had a reason why they should enter without a ticket, avoid queueing, or get VIP treatment, but his job was to follow the rules and it could be harrowing.
This sense of entitlement and ego is often what trips us up as an industry.
It’s easy to feel like a special snowflake. I certainly felt like one as I was “judging Cannes Lions”. And there are sooooo many trappings for our egos. From the fancy job titles (please don’t look a my job title, I blush when I’m asked what I do by people outside of the industry and vaguely respond that I work in “advertising)” to the big offices.
Even the work itself can stroke our ego, awards for instance can be self-indulgent, hitting a very primal personal desire for self-recognition, personal ambition and fame.
And we might think that it’s ok, just a boost in confidence, but research shows that the more you start to feel powerful and enjoy a position of privilege; the more qualities like empathy, fairness, and collaboration begin to fade (Google or ask Chat GPT about the “CookieMonster Study” for instance). This is the ego in action.
And here’s the thing: when you stay in your own bubble, your bubble doesn’t burst. It’s comfortable and easy. But when you interact with other experts, when you talk to people who know more than you in different areas, when your ideas get challenged by fresh perspectives, when you are ready to reassess and self-correct your thoughts based on new information, when you give a genuine try to collaboration, it keeps you intellectually humble.
And the more you do it, the more those neural connections are reinforced – like a small walking path turning into a busy road – rewiring your brain away from the dreaded ego towards the genuine intellectual curiosity that we need to succeed as a team.
So a genuine thank you to all those who spend a significant amount of their time sharing ways that I am wrong, starting with my loving husband who is usually right.
Publicis Sapient has appointed ASHWAQ AL SHATHRI as Country Managing Director for Saudi Arabia. This appointment reflects KSA and the Middle East as ground for growth for Publicis Sapient. Al Shathri brings extensive experience in delivering transformational work across diverse sectors, from government to health, and driving growth for leading organizations. She will be responsible for accelerating business growth in KSA, as well as building the operational business and community.
ELIE HAJJAR has been appointed as Managing Director of JCDecaux ATA. He will succeed Bassam Alaujan. In this role, Hajjar will leverage his extensive experience to contribute to the strategic direction of JCDecaux ATA and its portfolio in Saudi Arabia, which include 26 exclusive airport advertising contracts as well as the advertising concession of the iconic infrastructure of King Fahd Causeway.
Landor has appointed LARA ASSOUAD as Executive Creative Director for the region. Assouad will help to shape Landor’s creative initiatives from the Dubai studio, bringing with her expertise in bilingual branding and Arabic type design, and a passion for multicultural identities. Her role will focus the studio towards achieving the creative skill for Landor’s clientele, and the creation of brands.
Current Global MENAT, part of Middle East Communications Network (MCN), has hired SINEAD O’CONNOR as Senior Director to help build the agency’s next phase of growth. In her
role, she will be responsible for agency leadership, service offering development including integration with MCN’s other agency brands, and strategic client counsel.
O’Connor spent most of her 15-year career to date in London, running UK and EMEA comms for global brands such as Google and YouTube at Nelson Bostock Unlimited.
UM MENAT has strengthened its leadership team with the promotion of JAMES DUTTON to Chief Product Officer and MOHAMMAD MANNAA to CEO of KSA. Dutton previously served as Regional Director – Digital and will now lead the charge in improving UM’s product roadmap and delivery for clients, partners, and internal teams. He will drive the development of UM’s transformational product agenda, overseeing strategy, client solutions, digital services and global integrations of partnerships and enterprise solutions to drive
client growth across the region. Mohammad Mannaa, formerly the Managing Director of KSA, will now lead the KSA team in driving UM’s growth agenda, which includes technology, innovation, and performance across various portfolios.
Create. has appointed MOU’NES CHIBLI as the Business Director for Saudi Arabia. In this role, Mou’nes will be managing strategic relationships in the Kingdom. It marks a
strategic move set to boost the agency’s expansion in digital and content across the competitive Saudi market. With an extensive 12-year track record in the industry, Chibli’s expertise spans a comprehensive range, including social media strategies and consulting services for global brands and governmental bodies.
Sweetwater MEA, a brand experience agency in the region has promoted three internal talents to key leadership roles. WILLIAM MCFADDEN has been promoted to Client Servicing
Director, where he will lead both advertising and experiential account teams and help brands deliver bigger impact. USMAN SALEEMI, levels up to Executive Creative Director, where he will continue to define the agency’s engagement-oriented model. Alongside his ECD role, he moves to become the agency’s first Partner after founder and CEO Steven Hetzer.
Dentsu KSA has appointed FAISAL ALGAIN as Head of Growth and Client Engagement. Reporting to Dentsu Saudi Arabia’s Managing Director, Ahmad Haidar, he will spearhead growth initiatives and foster collaboration across service lines to identify new market opportunities in the Kingdom in this newly created role. Algain will oversee dentsu’s business development and growth, client relationship management and scaling opportunities across dentsu’s three service lines – Creative, Media and CXM.
When we saw this headline about a new umbrella service for wealthy people, we were immediately jealous. Imagine someone walking around with you holding an umbrella to shelter you from the sun, and the odd heavy rainfall. But on further reading, umbrella service refers here to a new business structure. Not quite so exciting, and we are no longer jealous.
We all love a bargain right? Whether it’s dining out, a new phone or clothes. But this ad for an Asus laptop had us scratching our heads. Being encouraged to take out a special deal for $400, when
the normal price is $350 is unlikely to get many takers. Fat fingers are probably to blame here, or someone with very poor maths.
Apple’s ‘Crush’ ad for its new iPad Pro made the headlines for all the wrong reasons. The 68-second video featured a number of objects such as musical instruments, paints and computers being slowly crushed into an iPad. It caused a backlash online for being ‘destructive’ and prompted an apology
from Apple.
Product of the week time. There are so many great products out there, but sadly so little time (or money) to buy them all. We just love this bumbag (or fanny pack depending on where you are from) for food. This one contains what looks like macaroni cheese, a perfect treat when you are on the go. There was a time when these simple hip acces-
sories were good for your cash, keys and maybe a pack of gum. But now it looks like you can keep a threecourse meal in one.
As the weather starts to heat up, soft drink sales start to soar. This ad for Coke Zero might make you want to grab yourself an ice cold bottle, especially with the promotion code of REFRESH. The only problem is the model in the ad hardly looks like she is refreshed. Mouth open wide and anxious look on her face, she looks like she is dying of thirst.
Campaign’s podcast On The Record is really starting to take off with lots of guests lined up and positive feedback on our new format, which is hosted by Justin Harper. So an email asking to appear on ‘On The Radar with Josh Harper’ really burst our bubble. But I guess we all need our egos kept in check every now and again.
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20 years of experience isn't just a milestone, it's the foundation upon which we build the future. We leverage this rich heritage to craft even more groundbreaking solutions, fueled by a relentless passion for creativity.
Throughout our journey, we've embraced every technological and cultural shift. From pioneering digital marketing strategies to crafting unforgettable campaigns that tap into the zeitgeist, and that's our vision to the next 20 years, Experience. Innovation. Success. Let's
There’s a famous song called ‘Georgia on my Mind’ by Ray Charles. For me, I have changed the lyrics to ‘Saudi on our Minds’. And I sing it often in the Campaign offices. For this month we have been putting together this Saudi Report you hold in your hands. We have also been working on the line-up for the Campaign Saudi Briefing (end of May) so my head is filled with all things KSA. From agencies, brands, influencers, social media and trends – Saudi Arabia has been my main focus. But this isn’t just a once-a-year exercise. Campaign now has two regular Saudi Briefings (May and October) plus the Athar Festival in November. Alongside these events, there is now a steady stream of news, campaigns, new hires and expansion coming out of the Kingdom.
While Saudi Arabia’s economy did shrink slightly last year, it is projected to grow by 2.7 per cent this year and 5.5 per cent in 2025, according to the International Monetary Fund. The rise of Saudi Arabia is an unstoppable force. And this Saudi Report is getting bigger as a result, in terms of agency listings and editorial content. We now have a much bigger pool of experts, creatives and thought leaders to call upon to contribute articles and comments. This is all good news and makes our work easier.
We are not just talking about the Saudi Report. In fact, we are now seeing Saudi Arabia crop up in many of the other topics we cover – like social media, gaming and influencers. When I say ‘crop up’, I actually mean ‘drive’ - for Saudi Arabia is dominating many of these trends in the region.
One example would be social media, where a young and tech-savvy Saudi population has some of the highest penetration rates in the world. If there is something interesting happening on social media in Saudi Arabia, there’s a good chance it will be liked, shared and go viral quickly. The same for influencers, with so many now counting followers in the tens of millions. Saudi Arabia loves its social media, that’s for sure.
At Campaign Middle East, our main magazine now has a lot more Saudi coverage, in addition to the regular ‘Saudi Focus’ section we run. And on our website, there’s normally at least one story on the Kingdom in our daily coverage, sometimes more. While we focus on advertising and marketing agency news in Saudi, more brands are coming onto our radar too. Many are employing influencers for the first time, opening new offices, or sponsoring events.
A few stories stick out for me such as Saudia partnering with Newcastle United and Formula E for a joint campaign. This was a first for the airline as it ventures into new territory. Speaking of expansion, we also saw a new sporting event called Saudi Smash (table tennis) recently. Despite this being the first such event in KSA, and a fairly niche sport, the viewing figures were huge. According to World Table Tennis (WTT) Saudi Smash was broadcast in 165 territories with a cumulative audience of more than 54 million. The event’s cumulative reach surpassed 119 million globally with 41 million unique viewers also tuning in. These are impressive stats.
Opportunities like this are always popping up for brands, sometimes in the most unusual places. The Saudi Pro League has provided an exciting platform for advertisers to reach a much bigger audience, attracting some of the world’s biggest names in football. But table tennis? That just shows you how quickly Saudi Arabia is evolving, the need to stay agile to capitalise on these new opportunities and the fact that anything is possible in the Kingdom.
justin.harper@motivate.ae
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 Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Reporter Ishwari Khatu Junior Reporter Sonia Majumder Junior Reporter Shantelle Nagarajan
DESIGN Art Director Clarkwin Cruz Senior Designer Thokchom Remy
ADVERTISING ENQUIRIES Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (nadeem@motivate.ae) Sales Manager Tarun Gangwani (tarun.gangwani@motivate.ae)
PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran Production Supervisor Venita Pinto
HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken
of fair review. CampaignMiddleEastincludes material reproduced from the UK Edition (and other editions) of Campaign , which is the copyright of Haymarket.
magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.
Media Solutions’ CEO Ahmed Al Sahhaf talks about its new sports offering
Who would have thought that in just a few years, Saudi Arabia would emerge as a global epicenter for football, featuring some of the sport’s most legendary players?
And it’s not just football, the kingdom has amplified its emphasis on promoting other sports in the country, from motorsports such as the Saudi Arabian Grand Prix to the thrilling boxing showdowns of WWR. The Kingdom is rapidly solidifying its position as the leading Middle Eastern hub for top-tier sporting events. This is in line with Vision 2030’s goals to diversify the country’s economy and promote tourism through new avenues such as sports and entertainment.
With Saudi Arabia’s bid to host the World Cup in 2034, its ambition to continue attracting elite sports players, and the growing popularity of women’s sports, Saudi Arabia’s emerging sports landscape presents brands with unlimited opportunities to connect with sports-loving audiences in the region.
UNRIVALED REACH AND INFLUENCE OF SPORTS
At MBC Media Solutions (MMS) we recognise the immense reach of sports. A top Saudi football league match airing on a Saudi Sport Company (SSC) channel reaches 4.5 million viewers on TV and 856 million video views across all its social media channels.
A high performing sports show airing on MBC Group’s TV channels reaches an average of 7.8 million viewers and +1.5 billion video views across all social media channels.
On Al Arabiya news channel, a top performing sports show reaches 2.5 million viewers during football season and over 84 million views on social media.
Sports shows broadcast on radio also garner significant reach, with a top performing sports show on MBC Group’s radio channels reaching five million listeners.
INTRODUCING MMS SPORTS
This growing sports landscape presents endless opportunities for brands to connect with audiences, which is why we launched MMS Sports.
MMS Sports brings together the most prestigious sporting events, matches, and shows airing on SSC, MBC Group and Al Arabiya under one umbrella for clients and brands to leverage the unmatched reach and influence of their sports programming.
Our goal is to provide unparalleled opportunities for brands to connect with the vast and passionate sports-loving audiences across MENA, whether they’re tuning in via TV, Shahid VoD platform, radio, digital or social media.
“MMS Sports brings together the most prestigious sporting events, matches and shows”
With MMS Sports, brands have the unique opportunity to leverage the unrivaled reach of sports programming to elevate their brand presence and connect with consumers on a deeper level.
With MMS Sports, brands can explore vast opportunities to connect with sports viewers in MENA in one go. Through SSC, brands can be part of premier Saudi and international football leagues such as the Roshn Saudi League, King’s Saudi Cup, Saudi Women’s Premier League, Copa del Rey, and Liga Portugal. These leagues feature top stars like Cristiano Ronaldo, Neymar, and Karim Benzema.
Beyond football, brands can engage with other major sporting events broadcast by SSC, which offers 3,500 live coverages across its nine channels, including Extreme E, World Rally Championship and Professional Fighters League.
MMS Sports also offers sports shows airing across MBC Group and Al Arabiya’s TV, radio, Shahid, and social media platforms, including TV channels like MBC1, MBC Action, MBC Masr (for Egyptian audiences), MBC 5 (for Moroccan audiences), and Al Arabiya. Radio channels include MBC FM, MBC Panorama, Loud FM, and Al Arabiya.
These sports shows feature highlights and commentary from fan-favorite sports commentators and presenters, covering top Saudi competitions and the world’s most popular leagues, tournaments, and matches.
The growing popularity of women in sports in Saudi Arabia and the region presents a golden chance for brands in the Kingdom and region.
The remarkable success of the Saudi Women’s Premier League in its inaugural season highlights a significant untapped potential in women’s sports. With the league set to be even bigger and better in the 2024-25 season, there is a growing enthusiasm among female sports fans. This trend mirrors the global surge in popularity of women’s football, especially following the outstanding success of the FIFA Women’s World Cup 2023 in Australia and New Zealand.
Currently, 32 per cent of viewers on SSC sports channels are women, and this number is expected to rise. In response, SSC has introduced Almal’ab Mal’abna, which is a dedicated sports shows that cater specifically to female audiences.
The momentum behind women’s sports presents a unique opportunity for brands to connect with this demographic to build strong, meaningful relationships with female audiences and creating authentic engagements that resonate with the aspirations of women in sports.
With the introduction of MMS Sports, our goal is to provide brands with the opportunity to thrive alongside this growing sports landscape.
This year’s Athar Festival is set to become a canvas for the Kingdom’s advertising and creative communities
This year’s Athar Festival of Creativity (taking place on November 5th and 6th) builds on the success of the inaugural edition that hosted over 1,400 attendees, including more than a hundred speakers, joined by senior leaders and young talent from the creative marketing community in the region and beyond.
The festival will spark the passion and potential of the Kingdom’s creative community, and will feature various programmes, including expert sessions led by accomplished regional and global speakers, industry roundtables, exclusive C-suite sessions, accelerator programmes, a 24-hour hack competition and Academies for Young Talent, exclusively for industry professionals under 30 and university students. Additionally, attendees can look forward to gaining knowledge on the evolution and giant strides made by Saudi Arabia in the creative sphere.
This year’s festival is set to explore a diverse set of themes, among which AI and technology is one of the focus areas. Saudi Arabia is making significant strides in the age of new technologies like AR, blockchain and AI for creativity, data analytics and business strategy. According to Mordor Intelligence, the Big Data and AI market is anticipated to reach a staggering $2.19 billion by 2029 within the Kingdom. Emerging XR technologies are enabling Saudi Arabian heritage to gain a global spotlight allowing virtual explorations of sites like Hegra in AlUla. Meanwhile, the introduction of ‘Sara,’ a humanoid robot, demonstrates a convergence of tech and culture. It also raises discussions about the ethics of AI integration.
New technologies have become an integral part of the creative marketing, advertising and communications industry, transforming the way businesses work. AI has enhanced customer segmentation, optimised ad placement, and improved content creation, resulting in higher engagement, conversion rates, and ROI for businesses.
Furthermore, marketers have access to a wealth of data and insights that allow them to create more targeted, personalised campaigns, reach consumers in new and innovative ways and create more engaging and immersive experiences. At the same time, an Oliver Wyman report reveals that 57 per cent of Saudi Arabia’s employees see significant room for AI training enhancement.
As part of its content programme, the Athar Festival will deep dive into new technologies, how companies can integrate them internally towards productive solutions, use them externally to create immersive experiences, upskill their teams to use them effectively and keep an eye on the ethical considerations around them.
With the substantial attendance and comprehensive representation of Saudi Arabia’s creative industry expected, the Athar Festival presents a valuable opportunity for participants to present their ideas and gain valuable insights from the finest minds in the creative community.
Athar - Saudi Festival of Creativity, the Kingdom’s largest gathering of the creative marketing industry, will take place from 5-6 November 2024 at Crowne Plaza Riyadh RDC Hotel & Convention.
The ‘I Care’ campaign raised awareness of conserving Saudi Arabia’s landscape of natural and manmade cultural monuments
In today’s fast-changing world, people are talking more about changing behaviour. From what we do every day to how society works, we’re realising how much our actions matter.
American economist Richard Thaler was awarded the Nobel Memorial Prize in Economic Sciences for his contributions to behavioural economics. His work explored how, through a series of subtle prompts and behavioural ‘nudges’ people can be encouraged to make better choices in their daily lives.
Thaler’s ‘nudge’ theory advocated for the use of social and public policies to lead people towards certain decisions, but without depriving them of the freedom to choose or significantly change their incentives.
The idea of adopting policies of behavioural change is a path we are now pursuing at The Royal Commission for AlUla (RCU).
As a team, and as part of a broad people-centric strategy, we’re constantly engaging with our community of residents, visitors, and investors to provide them with new options and fresh opportunities.
Across heritage conservation projects, waste reduction initiatives, road safety programmes, and the introduction of ‘dark skies’ light pollution regulations and more, we are working with our community to create a better, more people-focused environment by instigating change in people’s behaviours.
Our work to comprehensively regenerate AlUla County in northwest Arabia into a global hub for culture, heritage, and tourism requires more than new buildings, new roads, and new museums.
AlUla is home to more than 40,000 people. Families with deep roots in their community who share an affinity with the landscape. And who hold dear the myriad layers of tradition that make AlUla so special.
Bringing these people on board with our plans – including them in each stage of our work – is essential to our vision to create the world’s largest living museum. Our plans are not created in silos. They are the result of consultations with experts, stakeholders, and residents, from analysing behavioural data and community research. Positive public sentiment is key to AlUla’s evolution.
Our commitment to light-touch tourism created more than 4,000 permanent and seasonal jobs. From tour guides to nature reserve rangers, traditional folklore storytellers to cultural custodians, AlUla’s residents came to see the benefits tourism could bring and continue to reap
A recent example is the ‘I Care’ campaign to raise awareness of the importance of conserving and preserving AlUla and Saudi Arabia’s landscape of natural and manmade cultural monuments.
I Care set out to foster people’s pride in historical sites while encouraging participation in efforts to safeguard them for future generations.
Launched on the global stage with an astonishing land-art installation by David Popa, who sculpted a pair of giant hands ‘cradling’ the UNESCO World Heritage Site of Hegra, I Care highlighted the precious and precarious nature of heritage.
Designed to fade away over time, the artwork offered a profound vision of the urgent need to act – ideas that were successfully incorporated into strategies that activated people’s involvement in the campaign, including citizens, visitors, and schoolchildren.
The success of I Care is motivating people to move beyond simple awareness and appreciation, ‘nudging’ them towards adopting the essential behaviours of conservation. People’s attitudes are evolving to be more grateful for the cultural landscape that exists around them.
As AlUla grows, its success requires everyone to be ‘all in’. In this way, we can ensure that RCU is making informed decisions that will establish a future for AlUla that has been created for, and shaped by, its own people.
By Abdulrahman AlTrairi, the official spokesperson and chief of communications and PR at the Royal Commission for AlUla
Hashtag’s Najla Al Madar explains the risks and rewards for brands and influencers
In the ever-evolving landscape of social media, influencers wield immense power. Their reach extends far beyond mere follower counts; they shape opinions, drive trends, and impact brand perception. However, recent events have underscored the need for brands to tread carefully when choosing their influencer partners.
A Saudi influencer found herself at the centre of a storm after criticising Dubai airport during unprecedented floods. Her words, amplified by her substantial following, triggered backlash and scrutiny. This incident serves as a stark reminder: with great influence comes even greater responsibility.
BEYOND FOLLOWER COUNT: METRICS THAT MATTER
When evaluating influencers, look beyond mere follower counts. While it’s tempting to choose the influencer with the largest following, this approach can be misleading. Instead, consider the following metrics: Engagement rate: This metric reflects the level of interaction between an influencer and their followers. High engagement rates indicate an active and attentive audience. Nano- and micro-influencers (with smaller follower counts) often have more engaged audiences than mega-influencers. Brands should prioritise influencers whose followers genuinely connect with their content.
Audience demographics: Understand the influencer’s audience. Are they aligned with your brand’s target demographic? Consider factors like age, location, interests, and values. An influencer whose followers match your customer profile is more likely to drive meaningful engagement.
Authenticity: Authenticity matters. Brands should assess an influencer’s credibility, transparency, and consistency. Look for genuine connections between the influencer and their audience. Authenticity builds trust and minimises the risk of backlash.
CONTEXT MATTERS: RESEARCH AND DUE DILIGENCE
Before partnering with an influencer, conduct thorough research:
Content alignment: Review the influencer’s past content. Does it align with your brand’s values and messaging? Ensure that their tone, style, and themes resonate with your brand. Brand safety: Investigate any potential red flags. Has the influencer been involved in controversies or sensitive issues? Brands must avoid associations that could harm their reputation.
Cultural sensitivity: The Middle East is culturally diverse. Understand local customs, traditions, and sensitivities. An influencer who respects these nuances is less likely to cause unintended offense.
COLLABORATION GUIDELINES: CLEAR COMMUNICATION
Campaign briefs: Provide detailed briefs to influencers. Clearly outline campaign objectives, messaging, dos and don’ts, and any cultural considerations. Misunderstandings can lead to a backlash.
Transparency: Be transparent about the partnership. Disclose sponsored content appropriately. Authenticity builds trust, while hidden sponsorships can backfire.
CRISIS PREPAREDNESS: HAVE A PLAN
Even with careful selection, crises can occur. Brands should be prepared:
Monitoring and listening: Continuously monitor influencer content. Address any issues promptly. Social listening tools can help detect early signs of backlash. Response strategy: Have a crisis communication plan. Respond swiftly, transparently, and empathetically. Acknowledge mistakes and take corrective action.
Having said that, a well-planned and executed influencers campaign can be very rewarding in KSA, with the following being some of the benefits:
AUTHENTICITY AND TRUST
In KSA, authenticity matters. Influencers have built genuine connections with their followers over time. Their recommendations and endorsements carry significant weight. When an influencer aligns with your brand, their endorsement acts as a form of social proof. Audiences trust influencers because they perceive them as experts within their niches. By partnering with authentic influencers, brands can tap into this trust and establish credibility.
CULTURAL RELEVANCE AND LOCALISATION
KSA has a rich cultural heritage, and influencers understand the nuances of local customs, traditions and sensitivities. They can tailor content to resonate with Saudi audiences. Whether it’s celebrating Saudi National Day or highlighting local products, influencers bring a sense of cultural relevance. Brands benefit from this localisation, as it fosters deeper connections and ensures that messaging aligns with the Saudi context.
ENGAGEMENT AND REACH
Influencers in KSA have substantial followings across platforms like Instagram, Twitter, and Snapchat. Their engagement rates often surpass those of global influencers. By collaborating with KSA-based influencers, brands gain access to a wide audience. Whether it’s promoting a product, launching a campaign, or raising awareness, influencers amplify reach and drive meaningful engagement.
CREATIVITY AND STORYTELLING
Saudi influencers excel at storytelling. They weave narratives that resonate with their followers. Whether it’s showcasing a brand’s journey, sharing personal experiences, or creating captivating content, influencers infuse creativity into campaigns. Their ability to blend brand messaging with relatable stories ensures that campaigns leave a lasting impact. In the age of cancel culture, influencer partnerships demand strategic thinking. Brands must choose wisely, considering metrics, context, and cultural nuances. Remember, with great influence comes even greater responsibility. By following these guidelines, brands can forge successful influencer collaborations while minimizing the risk of backlash. Let’s create a positive influencer landscape in the Middle East.
By Najla Al Madar, Influencers Marketing Executive at HashtagIn the dynamic world of advertising, the Middle East serves as a vibrant hub where tradition intersects with innovation. We’ve navigated the transformative currents reshaping the region’s advertising landscape, and aim to explore the evolving role of film craft in Middle Eastern advertising, while also acknowledging the transformative strides made by countries like Saudi Arabia.
Saudi Arabia, in particular, has emerged as a trailblazer in recent years, embracing modernisation while preserving its cultural heritage. From granting women the right to drive to fostering a burgeoning art and entertainment scene, Saudi Arabia epitomises the delicate balance between tradition and progress.
At the heart of effective advertising lies the art of storytelling. It’s the thread that weaves through campaigns, captivating audiences and compelling action. Film craft, with its arsenal of cinematic techniques, serves as the cornerstone of storytelling in advertising, transforming concepts into captivating narratives.
One exemplary showcase of film craft in Middle Eastern advertising is our award-winning film ‘Tyson Fury vs. Francis Ngannou: Battle of the Baddest’. This film, which garnered accolades and recognition, exemplifies the power of storytelling to captivate and engage audiences.
In the film, we embark on a cinematic journey, leveraging film craft to bring the epic clash between two heavyweight champions to life. The OOH promotions and press conferences portrayed the combatants as fighting royalty, adorned in robes and crowns. Weeks later as I stood ringside, enveloped in the palpable energy of the arena, I witnessed the culmination of months of anticipation and excitement. The theatre of the promotion unfolded before my eyes, each moment meticulously crafted to captivate and enthrall audiences.
The two fighters came out in their fine robes and entered the arena.
Following the epic showdown, the story continued to unfold in a Netflix film titled “Battle of the Baddest”, offering viewers a behind-the-scenes glimpse into the build-up to the fight. As filmmakers, our task is to create a world that viewers can enter and expand with their own imagination. It’s the authentic hooks we weave into our narratives that make these worlds believable and leave viewers craving more.
Boxing is not for everyone, but stories are, and they are the key to being seen, heard and understood. Saudi Arabia’s dynamic economic and cultural changes are visible in every aspect of society. In the world of advertising campaigns and marketing communications, the leaps have been significant due to expanding budgets and growing opportunities.
Advertising witnessed a swift shift towards digital platforms, with brands investing in online campaigns to reach the tech-savvy consumers, especially the younger generation under 35 years old who make around 60 percent of the population.
Digital platforms have played a pivotal role in reshaping advertising in Saudi Arabia. Brands are investing heavily in online campaigns to reach tech-savvy consumers, particularly the younger demographic, who wield significant influence. This shift has elevated the importance of film craft, as advertisers seek to create compelling content that stands out in the digital landscape.
Yet, amidst the digital revolution, traditional storytelling remains as relevant as ever. In Saudi Arabia, where culture and tradition are deeply ingrained, advertisers must strike a delicate balance between modernity and heritage. Film craft provides a means of bridging these two worlds, allowing brands to tell stories that resonate with Saudi audiences while embracing contemporary trends.
Humour has long been a staple of advertising in Saudi Arabia. Campaigns that employ lighthearted storytelling often resonate deeply with audiences, tapping into their affinity for wit and comedy. Film craft enables advertisers to bring these stories to life, leveraging visual and narrative techniques to create memorable and engaging content.
The resurgence of the cinema market in Saudi Arabia presents new opportunities for advertisers to leverage film craft. By 2024, the kingdom’s cinema market is projected to surpass that of other MENA countries, signaling a renaissance in the entertainment industry. This shift opens doors for brands to explore innovative storytelling techniques, from immersive cinematic experiences to interactive campaigns.
As Creatives, Heba and I, collaborating across cultural boundaries, must harness the power of film craft to redefine storytelling in the Middle East. Our campaigns should embody the dynamic spirit of modernity in the region while honoring its rich cultural heritage. By crafting narratives that resonate with audiences on a personal level, we can forge meaningful connections that endure beyond the confines of the screen.
By Heba Shaaban, Arabic Content Creator | Communications, and Stuart Higton, Executive Creative Director at Accenture Song
JCDecaux Middle East and Africa CEO Martin Sabbagh speaks to Campaign Middle East about airport advertising experiences and OOH in the Kingdom.
HOW IS JCDECAUX DOING IN THE MIDDLE EAST?
2023 has been a record year for JCDecaux in the Middle East with a very strong revenue growth across our markets. 2024 is off to a very strong start as well. Regarding our airport portfolio, the investments made during the Covid period, and our unique regional asset base allowed us to successfully leverage the very significant rebound of passenger traffic in the region. We had never reached such a diverse customer base, which is very encouraging for the relevance of our advertising solutions. Roadside advertising is a bit more contrasted. While demand is very strong for qualitative assets and audiences, the proliferation of advertising assets in some of our markets can be a concern.
HOW HAVE YOU SEEN AIRPORT ADVERTISING DEVELOP GLOBALLY?
2024 marks a significant turning point for global air traffic and a full global recovery to 2019 levels is anticipated this year. Our latest global airport research conducted by IPSOS “First Class Advertising – The Enduring Magic of Airports” also confirms the potent opportunity for brands to connect with business, leisure and the new “bleisure” travellers in these influential spaces. Flyers overwhelmingly recognise and value the unique appeal of the airport environment, indicating its profound influence on their perceptions and experiences. They enjoy the airport experience and advertising and are also receptive to it and act upon it, making airport advertising more powerful and influential than ever. Airports are places of real dialogue between the audience and the brands through emotional and impactful experiences. They offer brands the opportunity to capture passengers’ attention and to engage with them through a one-of-a-kind experience. This dialogue has been even extended to other parties at Dubai Airport, illustrating the benefit of a collaborative strategy: a quartet made up of the brand, the airport, the retail and the advertising operators. This collaboration aims at building a new eco-system based on advertising, airport and travel retail data in order to deliver an optimised advertising scheduling system and boost campaign efficiency.
WHAT’S YOUR EXPERIENCE
proud of the very iconic assets recently deployed in Jeddah, Dammam, and Medinah airports as well as on the KFCA. More to follow.
With advertising assets in more than 80 countries worldwide, JCDecaux is one of the few global media owners operating in the region. Given the very strong communication needs of the Saudi government and companies, JCDecaux felt that it would make sense to have a dedicated team serving their global needs directly from Saudi. We have the same “OneWorld” offices operating very efficiently in New York, Paris, London, Milan, Madrid and Shanghai serving our global clients and are ready to onboard our Saudi and regional partners. It also confirms JCDecaux’s ambition to support the Saudi government and local heroes around the world.
JCDecaux’s entrepreneurial culture and DNA are centred on product and service innovation.Data has been central to our discussions with brands, leading us to invest heavily in providing actionable insights throughout their campaign journey. With the creation of JCDecaux Data Corp, a team of +70 data experts based at our HQ in Paris and the region, we launched JCDecaux Data Solutions: a portfolio of global and local solutions that helps brands maximise the power of their media investment. Whether pre-, during or post-campaign, we are adopting a ‘’data by design’’ approach to deliver improved results for advertisers. We are pioneering programmatic with a unique comprehensive open ecosystem to third-party operators combining 2 tech platforms, ‘Displayce’ (data management platform) and ‘Viooh’ (programmatic selling and planning management) to connect advertisers to their targets. We are currently working on the implementation of this new opportunity in the region.
CAN YOU PLEASE TALK US THROUGH JCDECAUX’S APPROACH TO ESG AND ELABORATE ON WHY YOU BELIEVE IT HOLDS SUCH SIGNIFICANCE FOR ADVERTISING IN THE MIDDLE EAST?
will be in a few years in the Kingdom and its expertise to our partners, and we are very
First, we answered the Saudi General Authority of Civil Aviation tender in 2008 and signed our first concession agreement in 2010. Since then, we have put JCDecaux’s global expertise to work to transform the airport advertising experience in KSA and have successfully positioned airport advertising as a niche and unique media opportunity in the Kingdom. Over the years, we also expanded operations outside of the airport with the King Fahad Causeway Authority advertising concession. We are very impressed by how Vision 2030 has changed everything in the Kingdom. The out-of-home industry, being very exposed to urban developments, transportation, and tourism, has seen many opportunities develop. The industry now needs to deliver to the best standards of the world and that requires a significant leap in expertise, technology, and investments. I cannot wait to see where OOH will be in a few years in the Kingdom and its contribution to Vision 2030. As JCDecaux, we are very busy bringing the best of our expertise to our partners, and we are very
dimming technology to minimise electricity consumption
We are all stakeholders of a more sustainable world. ESG is a topic deeply ingrained in our company’s culture. In the region, we believe that environmental consciousness and sustainable practices must garner greater attention. Landlords and brands should focus more on the tangible efforts and concrete acts of their media partners.Unfortunately, ESG criteria are not enough integrated and assessed by our clients in their tender’s requirements. Along with being a business challenge, assessing sustainability in tenders is key to achieving our climate objectives and accelerating the deployment of sustainable solutions. We have implemented numerous sustainable initiatives by leveraging new technologies. Our advertising displays are powered entirely by renewable green energy sourced locally. We incorporate lightdimming technology to minimise electricity consumption while maintaining the visibility and impact of brands’ campaigns. Choosing JCDecaux means selecting a media partner committed to responsible actions and recognised by major non-financial rating agencies like Carbon Disclosure Project, FTSE4Good, MSCI andEcoVadis.
JCDecaux is committed to sustainable outdoor.
Our
In the heart of Boston in 1906, a seed of innovation was planted by William J. Riley. Drawing inspiration from the perfect balance found in a chicken’s foot, he established New Balance (NB), a company committed to crafting personalised arch supports that provided balance and comfort to weary feet. This modest inception marked the birth of a brand that would later revolutionise the running experience worldwide, influencing even the dynamic landscape of the Middle East.
New Balance’s progression from arch supports to running shoes unfolded naturally. The word of Riley’s exceptional craftsmanship circulated among athletes and royalty, resulting in the creation of custom-made footwear for runners, members of royal families, baseball
The New Balance team talk brand history and expanding into Saudi Arabia
players, and even boxers. Maintaining our fundamental value of comfortability, New Balance has expanded further from simply athletic footwear, venturing into non-athletic footwear and evolving into a comprehensive apparel brand.
Fast forward to almost 70 years later, today and with over 4,000 stores located around the world across continents like North America, Europe, Australia, and Asia, and with a growing footprint in the MENA region, including 20 existing stores and two more on the horizon, New Balance’s message is not just about running shoes: it’s about running your way.
Under the banner of NB’s global calling, ‘Run your Way’, we celebrate individuality, challenge stereotypes and empower everyone to find their own stride, their own pace, their own joy in their movement. With the aim to make running easy and simple, New Balance doesn’t just invite people to run, it invites them to celebrate ‘themselves.’
SAUDI MARKET
Against the backdrop of the recent upswing in sports participation and an
increasing emphasis on comfort and quality in Saudi Arabia, a dynamic landscape unfolds for New Balance. Leveraging meticulously crafted campaigns, strategic partnerships, and a dedication to comprehending the unique requirements of the Saudi market, New Balance persists in shaping the evolution of the region’s fitness community.
Our commitment to the Middle East extends far and beyond the walls of our stores and partnership agreements. By actively participating in local running events, conducting fitness workshops, and fostering a community through social media, we have not only solidified New Balance as a cornerstone in the region’s fitness landscape but also contributed to fostering a culture of physical activity.
At New Balance, we live and breathe the spirit of individual expression. It’s not just a tagline; it’s the core of who we are. We believe in amplifying the stories of individuals, celebrating their triumphs, and supporting their aspirations. Because we know that every athlete, regardless of background or goals, has a story to tell and a journey to inspire. That’s why we champion
‘‘We celebrate individuality, challenge stereotypes and empower everyone to find their own stride”
athletes and individuals like Sadio Mane, who shares our values and core belief in giving back to the community while carving a unique path on the football field in Saudi.
AMY ROKO
Further amplifying New Balance’s regional engagement, we welcomed Saudi first female rapper, Amy Roko, as our brand ambassador. Amy’s infectious energy and authentic connection perfectly embody the “Run Your Way” spirit, inspiring women across the world to embrace their unique self-expression, whether it’s conquering a personal fitness goal or simply taking a confident walk in their own skin.
These individuals, alongside countless others in the Middle East and beyond, are the heart of our “Run Your Way” movement—a testament to the power of individuality and the endless possibilities that unfold when we dare to run our own race. Their fearless pursuit of their passions is an inspiration to everyone who dares to defy expectations and carve their own course.
In embracing change, New Balance not only anticipates and adapts to but also influences shifting consumer habits, leading the path to innovation. The Urban Community Centre retail concepts at Yas Mall and Dubai Hills Mall embody this ethos, positioned at the crossroads of movement and community, these stores are thoughtfully designed to blend shopping with shared experiences, encouraging people to come together, celebrate movement, and forge connections.
New Balance’s heritage is deeply rooted, propelled by an unwavering dedication to empowering individual journeys. With trailblazers like Ascia and Amy Roko spearheading our mission, New Balance extends beyond mere running; our focus is on redefining the meaning of success, celebrating individuality, and showcasing that every step possesses the potential to inspire the world.
Serviceplan Arabia and Mediaplus Middle East give a Vision 2030 perspective
Saudi Arabia’s ambitious Vision 2030 marks a pivotal turning point, reshaping the economic landscape and positioning the kingdom as a dynamic global player. Central to this transformative vision is the evolution of advertising, presenting an exciting opportunity for agencies to redefine their strategies and engage with the Saudi market in innovative ways. In this collaborative dialogue, Rami Hmadeh, Managing Partner at Serviceplan Arabia, and Azhar Siddiqui, Managing Partner at Mediaplus Middle East, delve into the key drivers and success factors shaping the advertising journey in Saudi Arabia.
In the wake of Vision 2030, Saudi Arabia has experienced sweeping transformations across diverse industries, driven by a push for economic diversification. At the same time, shifts in consumer behaviour, notably the surge in internet usage, heightened social media engagements.
Advancements in artificial intelligence have played another significant role in reshaping the advertising landscape. This evolution is characterised by a pronounced shift towards digital advertising and a growing emphasis on creating culturally relevant content tailored to resonate with Saudi audiences. Additionally, the rise of e-commerce has spurred demand for digital advertising services, presenting brands with opportunities for innovative consumer engagement.
Amidst these transformations, there is palpable optimism among regional marketers, as evidenced by the recent CMO Barometer survey, for which around 800 marketing decision-makers worldwide shared their exclusive insights into the trends and topics that move them. This optimism, coupled with a heightened recognition of the importance of strategic marketing initiatives, signals a paradigm shift where advertising investments are increasingly seen as essential for enhancing brand visibility and consumer engagement. The growing willingness of Saudi brands to invest in advertising reflects a broader acknowledgment of just how pivotal it is in strengthening brand presence and consumer connections.
As Saudi Arabia charts its course towards economic diversification and digital transformation, brands are reallocating resources towards creative and impactful advertising strategies.
To navigate this dynamic landscape successfully,
Hmadeh and Siddiqui share their points of view about the key challenges and opportunities.
Based on his extensive experience in the Saudi market, Hmadeh particularly emphasises the importance of a local presence: Establishing a physical presence in the Saudi market is crucial for global agencies and brands. This not only ensures proximity but also facilitates deep integration into the local market, fostering a nuanced understanding of cultural and consumer behaviours. By engaging local talent, agencies and brands gain invaluable insights into the diverse Saudi consumer base, ensuring that campaigns resonate authentically.
Forging robust local partnerships and integration is essential for navigating regulatory complexities and aligning with the objectives of Vision 2030. Collaborative efforts transcend industries, as Azhar points out, fostering cross-industry synergy and prioritisng the needs of both markets and brands, including media. This holistic approach, exemplified by Serviceplan Group’s ‘House of Communication’ model, ensures comprehensive support for brands, covering every aspect of their journey to success in the Saudi market.
Innovation, particularly around technologies like artificial intelligence (AI), is pivotal for navigating the dynamic market landscape, Siddiqui continues. Agencies and brands that embrace innovation can stay ahead of the curve and effectively leverage opportunities aligned with Vision 2030. Despite inherent risks, investing in innovation through partnerships or dedicated in-house teams mitigates these risks and ensures relevance in the evolving
‘‘An
market. Initiatives like Serviceplan Group’s AI Labs exemplify this commitment, developing market solutions adaptable to varying needs.
And finally, you need the right team. Talent acquisition remains a paramount concern in Saudi Arabia’s revitalised advertising sector, says Hmadeh. Attracting and retaining top talent requires proactive measures such as fostering educational partnerships, crafting compelling employer branding, and providing flexible work arrangements. Success in this dynamic landscape hinges not just on recruitment numbers but on the enduring impact of an empowered workforce shaping the future of advertising in Saudi Arabia.
As Saudi Arabia strides towards economic diversification and global prominence, the advertising industry emerges as a nexus of innovation and opportunity. By embracing the kingdom’s cultural heritage, investing in local talent, and adopting an integrated marketing approach, agencies and brands can navigate the Saudi advertising market with confidence, fostering enduring connections that drive mutual growth.
By Rami Hmadeh, Managing Partner at Serviceplan Arabia, and Azhar Siddiqui, Managing Partner at Mediaplus Middle East
When the egg breaks from the outside in, it is merely food; but when it breaks from the inside out, it signifies life. In branding, you are constructing from the inside, and when it breaks outward, what emerges is the life, its purpose and mission, expressed through the visual and verbal experience you create and how you engage through branding. This metaphor aptly describes today’s brand landscape, where one of the most critical attributes for success is being leading with purpose.
In the heart of the bustling metropolis of Riyadh, where modernity converges with tradition, Saudi Arabia’s branding and communication industry is undergoing a profound transformation. This change, fueled by the evolving demands of clients and the shifting preferences of Saudi consumers, presents challenges and opportunities as the industry strides towards a bold new future.
Decades of traditional tastes and consumption are evolving into a vibrant pursuit of life and experiences. Today’s Saudi consumers seek brands that resonate with their values and aspirations, compelling communication companies to swiftly adapt to these ever-changing currents of consumer sentiment. Moreover, clients are redefining their expectations. They crave more than services; they seek empathy, trust and genuine partnerships. Agencies have evolved from mere vendors to trusted advisors, navigating clients through the complexities of an evolving market. This shift demands not only a commitment to quality but also a focus on differentiation and competitiveness at local, regional, and global levels.
Amid these changes, the importance of purpose in branding is more pronounced than ever. For instance, many successful brands resonate with consumers not just as products but as representations of their beliefs and values, whether
it’s through social responsibility, innovation, or cultural alignment. Similarly, Saudi brands must now establish such connections that align with the ambitions of the Vision 2030 initiative, setting a new standard for what the nation can achieve.
Leading with purpose allows brands to connect with consumers on a deeper level. This strategy starts with the ‘why’ - focusing on the brand’s purpose rather than just the products and services it sells. This approach not only defines a brand’s success by its market share but also by its impact and the path it carves within the industry.
As Saudi Arabia’s agency model experiences a renaissance, the surge in demand for specialised services, coupled with the influx of major international players, has spurred local agencies into action. This influx demands a skilled workforce adept at navigating these new challenges and opportunities. Yet, attracting and retaining such talent remains a challenge, as the industry requires individuals who not only possess necessary skills but are also driven by the same purpose that propels the brands they represent and who align with the high aspirations of the Vision 2030 generation.
“Today’s Saudi consumers seek brands that resonate with their values”
When we engage in branding, we work not just on a company’s vision and mission but also on its purpose. This third element should not be seen as a mere technicality but as the fuel driving the brand towards its destination. It’s a long-term commitment, as exemplified by global giants like Coca-Cola, which, despite selling only six bottles a day at its start, remained driven by purpose rather than immediate sales. Had they been solely sales-driven, they might have shut down operations within their first year.
An excellent example of long-term commitment is Saudi Arabia’s Vision 2030. The vision emphasises sustainable development, innovation, and cultural enrichment, representing a steadfast dedication to creating a thriving future for the nation. By committing to these long-term goals, Saudi Arabia illustrates how a clear and enduring purpose can drive significant progress and achievement, much like the purposeful approach needed in effective branding.
Saudi Arabia’s advertising and communication industry, as it embraces these changes, stands at the dawn of a new era filled with possibilities. This journey is marked not only by the challenges it presents but also by the immense potential it holds. By embracing the tides of change and leading with purpose, the industry does more than adapt; it pioneers a narrative that captures the ambitions and aspirations of a nation.
Each step forward brings Saudi Arabia closer to realising its vision on the global stage, setting the stage for a dynamic and influential Saudi presence. Brands that navigate this landscape effectively, driven by a clear purpose, are at the forefront of this transformation, heralding a new dawn of possibility and growth.
By Rashad Moglbay, General Manager at Bold Brands, part ofTBWA/RAAD’s Group CEO Reda Raad tells Campaign Middle East editor Justin Harper about his excitement for Saudi Arabia
TBWA\RAAD’s presence in the Kingdom dates back to 2002 when it first established its offices in Jeddah and Riyadh. It has now reinforced its commitment to Saudi Arabia’s vibrant advertising landscape by establishing a world-class agency in Riyadh, which will serve as a central hub for the entire Kingdom.
WHY ARE YOU SO EXCITED ABOUT
As the Kingdom undergoes a significant transformation, marked by a cultural and creative renaissance, there’s an undeniable sense of momentum propelling the advertising industry forward. This transformative energy, combined with the visionary initiatives outlined in Vision 2030, has positioned Saudi Arabia as a global powerhouse in marketing and communication.
Vision 2030 has played a crucial role in elevating the advertising sector to a vital component of the Kingdom’s cultural, economic, and social renaissance. This surge in activity has led both local and global agencies to invest in expanding their capabilities to meet the evolving needs of Saudi Arabia.
Looking ahead, the next decade offers immense potential and opportunity for agencies in KSA. With a diverse range of economic activities, the presence of global brands, and the rapid advancement of digital technologies, Saudi Arabia is primed to become a leading hub for the advertising industry well beyond 2030. Significant growth is anticipated in sectors such as e-commerce, social media, gaming, and mobile advertising. The Kingdom’s growing interest in emerging technologies like AI and machine learning further underscores its commitment to innovation and adaptation to the evolving media landscape.
Our primary focus for 2024 and beyond is on cultivating world-class talent within Riyadh while ensuring that our operational processes are optimised for excellence.
We operate under the philosophy of being in a perpetual state of “beta,” continuously evolving and adapting to meet the evolving demands of our clients.
As client needs evolve, so do our staffing requirements and the level of sophistication expected of our team.
Business in Saudi Arabia has been experiencing remarkable growth, with the advertising industry playing a crucial role in driving economic expansion.
HOW HAS THE INDUSTRY BEEN GROWING?
Paid advertising practices in Saudi Arabia have seen substantial growth, with total advertising spend reaching $2 billion in 2023 (according to Statista). Digital advertising, in particular, has emerged as a driving force in the industry, with projected annual growth rates of 8.2 per cent. By 2027, digital advertising spend is expected to reach $1.4 billion (according to TechInsight360), underscoring the increasing importance of digital platforms in reaching target audiences.
WHAT CLIENTS HAVE YOU BEEN WORKING WITH?
Our biggest clients in Saudi Arabia include Infiniti, KFC, NEOM and Nissan Saudi Arabia.
For KFC Arabia, we facilitated successful engagement with the youth demographic in both the Saudi market and the broader Middle East, a crucial business objective for the brand. The ‘KFC Originals’ campaign played a vital role in transforming KFC’s image among Gen Z by releasing a hip-hop music video featuring renowned Saudi rap star Slow Moe. Launched on TikTok, Spotify, and Anghami, the campaign quickly gained traction among Gen Z, strengthening KFC’s connection with the youth demographic.
Our partnership with Nissan in Saudi Arabia exemplifies our agency’s ability to drive impactful outcomes and elevate brands to new heights. Over the past three years, our strategic initiatives have been instrumental in maintaining Nissan’s top position in Overall Opinion (OaO) for the Patrol in the SUV-F segment. Our recent collaboration with Nissan on the launch of the new X-Trail marked a transformative moment for the brand.
Serving as the first regional launch event held in Saudi Arabia, the event at King
AND WHAT’S NEXT?
Through a meticulously crafted ‘alwayson’ strategy and by leveraging consumer insights and market trends, we continue to deliver campaigns that captivate audiences and reinforce Nissan’s dedication to pushing boundaries and exceeding expectations in the Saudi market, while remaining true to its ‘Defy Ordinary’ brand platform.
‘‘We continue to deliver campaigns that captivate audiences”
Investing in talent and technology is another critical aspect of our approach. As global businesses look to establish a presence in Saudi Arabia, it’s essential to have a team of experts who understand the cultural nuances, behavioural trends, and lifestyle preferences of the local population.
We also recognise the importance of embracing digital transformation and innovation. With the younger, tech-savvy generation becoming increasingly influential, we are exploring innovative ad formats and digital platforms to connect with our target audience effectively. By leveraging cutting-edge technology and creative strategies, we can stay relevant and engage with consumers in meaningful ways.
The Kingdom continues to progress with a clear and ambitious vision for the future. At the heart of that ambition lay Saudi Arabia’s youth which represent a demographic powerhouse that holds enormous potential for the country’s progress. This astounding representation of youth signifies a vibrant and energetic segment of society that marketers want to maximise.
There is absolutely no doubt about the potential that exists for marketers. However to engage the youth requires an approach that takes into consideration a variety of aspects including but not limited to cultural sensitivities, digital preferences, and how to ride on evolving trends.
Today’s Saudi youth are more participants in the building of the Kingdom. They are more aware, inquisitive, and connected to the world through technology than previous generations. An insightful marked difference with older generations is that working in the private sector is desirable, this is a big shift in mindset. This type of outlook is making them not hesitant to express themselves and share their aspirations, goals and concerns.
For marketers, it’s important to understand that today’s youth are also interested in subjects such as sustainability and social responsibility. Brands need to demonstrate making a positive impact on society and the environment, that align with this group’s values. Building trust and fostering a genuine connection with youth is key to successful marketing where adaptability to change is key to stay relevant and strike the right insight with consumers.
Data and consumer studies have shown the role of social media in Saudi society, with a higher index towards the Saudi youth. That is a given, but creating meaningful connections has become more complex as Saudi youth are highly demanding of brands to reflect their own ambitions.
To that effect a few areas should be explored to keep the brands relevant, and the audience engaged.
Localised storytelling content: Brand stories are becoming more critical to forge a connection. Crafting a compelling narrative that is built on cultural and highly localised insight is the foundation to creating a connection with the Saudi Youth. Think Arabic first - this where the magic can come to life where humour and traditions flow naturally.
becoming more critical to forge a connection. cultural and highly localised insight is the foundation to creating a connection with the Saudi and transparency from brands. Being genuine in how and what is communicated will build a specifically this group is so connected that
Boopin’s Reine Hammoud says the key is to build trust and foster a genuine connection
‘‘Saudi youth value authenticity and transparency from brands”
Being authentic: Saudi youth value authenticity and transparency from brands. Being genuine in how and what is communicated will build a trusting relationship. Currently and specifically this group is so connected that the values and behaviour of brands can easily be transpired.
shifting demographics, and evolving cultural attitudes. These shifts have made it easier for brands to move into the experiential side of brand experiences.
There are multiple avenues where consumers and brands are forging strong bonds such as eSports/gaming, football, music, and the arts.
ESports and gaming: Video gaming has become an integral part of youth culture in Saudi Arabia, offering entertainment, socialisation, and opportunities for competition and skill development. As the gaming industry continues to evolve globally, Saudi Arabia is expected to play an increasingly prominent role in the regional gaming landscape.
Music: Saudi Arabia is experiencing a period of transformation and growth, driven by social changes, technological advancements, and government initiatives. While challenges remain, the expanding music scene reflects the country’s evolving cultural landscape and the aspirations of its youthful population.
Personalisation: With development in technology, personalisation is a key differentiator for brands where tailoring marketing messages to different segments within the youth demographic. Understand their preferences and behaviours to deliver personalised experiences.
Personalisation: With development in marketing messages to different segments within the youth demographic. Understand
EXPERIENCES THAT RESONATE
Over the past few years, Saudi Arabia has experienced significant societal changes driven by various factors, including government initiatives, economic reforms,
Over the past few years, Saudi Arabia has government initiatives, economic reforms,
Saudi Arabia reflects the country’s evolving cultural aspirations for social and economic development.
position itself as a vibrant hub for arts and culture regionally and globally.
Arts: The intersection of arts and marketing in Saudi Arabia reflects the country’s evolving cultural landscape, growing creative economy, and aspirations for social and economic development. By leveraging innovative marketing strategies and embracing artistic expression, Saudi Arabia aims to position itself as a vibrant hub for arts and culture regionally and globally.
just a sport; it’s a source of national pride, community spirit, and excitement. With continued
remain a cornerstone of Saudi Arabian sports culture for years to come. It also has cultural
Football: football in Saudi Arabia is more than just a sport; it’s a source of national pride, community spirit, and excitement. With continued investment and support, football is poised to remain a cornerstone of Saudi Arabian sports culture for years to come. It also has cultural significance where it brings communities together and fosters a sense of unity and camaraderie.
Matches as they stand today are social events where families and friends gather to cheer for their favorite teams, creating memorable experiences and lasting bonds.
By Reine Hammoud, General Manager, Boopin
It was only a few years ago where the widespread impression of Saudi Arabia was one that revolved around tradition and stoicism, whereas recent visitors would be met with a kingdom buzzing with youthful energy and digital fluency. For marketers, the challenge becomes not just reaching young audiences, but more importantly resonating profoundly with them. With over half the Kingdom’s population under 25, this demographic isn’t just significant in volume; it’s transformative, driving trends and setting the pace for the nation’s ambitious Vision 2030 goals. In a culture rich with tradition yet rapidly embracing modernity, finding the right mix of innovation and cultural reverence is key to captivating young Saudis.
The primary element behind capturing this audience lies in the significant growth of its digital footprint. This dynamic audience lives online, leading the world in mobile connectivity and dominating platforms from YouTube to Snapchat. They are not passive consumers; they are creators, influencers, and critics, spending around seven hours daily online, crafting and curating their digital worlds. For marketers, this digital landscape offers fertile ground for campaigns that are mobile-first, visually rich, and supremely interactive.
Furthermore, youth audiences are using these platforms as sources of reference. Influencer partnerships have become akin to
‘‘The first frontier here, teeming with infinite potential, is gaming”
gold in this context. Local celebrities like Taim AlFalasi and Fahad Sal have proven that their presence is not purely defined by their followers count, but rather though the communities they have built who trust their every endorsement. Collaborating with such influencers allows brands to tap into pre-established trust and credibility, delivering messages that feel personal and authentic.
Another element is the surge of interest in various pastimes and passions.
The first frontier here, teeming with infinite potential, is gaming. With the Saudi government investing heavily in the gaming industry, young Saudis are increasingly immersed in both playing and streaming games. This presents a unique opportunity for in-game advertising, sponsorships of e-sports events, and collaborations with gaming influencers that can create
Fusion5’s Anthony Mchayleh explains how to win over Saudi Arabia’s youthful audiences
immersive brand experiences. Moreover, the competitive and interactive nature of Saudi youth makes gamification an effective tool. Integrating game mechanics into marketing strategies, like challenges, badges, and leaderboards can transform passive interactions into active and engaging experiences. This not only captivates but also builds loyalty and a fun association with the brand.
Another equally surging element here is the growing enthusiasm for soccer, especially with recent high-profile acquisitions in the Saudi football league offering yet another vibrant channel for engagement. The local league’s rising popularity and the starstudded matches provide perfect moments for brands to engage with fans through real-time promotions, player endorsements, and interactive social media campaigns
during games. This not only boosts visibility but also aligns brands with the national spirit and excitement.
Yet, the key to all these strategies is cultural alignment. Saudi youth may be global in their outlook, but they are deeply proud of their heritage. Marketing that respects and reflects this (using the Arabic language, aligning with Islamic values, celebrating national milestones) will resonate deeply. Campaigns that weave together the national narrative with modern aspirations, like those launched during Saudi National Day, can create powerful emotional resonance. Key to this is also crafting content specifically tailored to each platform, such as X for instant updates and customer engagement, and Snapchat and Instagram for more visual stories that are particularly effective in lifestyle and luxury sectors. Given the mobile-centric lifestyle of Saudi youth, ensuring that all digital content is optimised for mobile is non-negotiable. This includes responsive designs, fast-loading interfaces, and seamless user journeys, essential for keeping the tech-savvy and fast-paced young audience engaged.
While this growth out of digital nascency is key, it is important to note that traditional media still holds a key role, especially outdoor advertising. Billboards and digital screens in high-traffic areas offer broad visibility and complement digital campaigns, and in some cases have adopted evolved formats to build legs for a larger campaign scope (such as Riyadh Boulevard’s takeover option which can be amplified on owned platforms). This integration ensures a cohesive brand presence that captures attention across multiple touchpoints, engaging young Saudis effectively as they navigate both digital and physical landscapes.
Embracing these multi-faceted strategies is the way forward. Marketers who skilfully blend these elements, ensuring their campaigns are both innovative and culturally insightful, will not only capture the attention of Saudi Arabia’s youth but also earn their respect and loyalty. This isn’t just marketing; it’s about creating experiences that are as dynamic and vibrant as the young people they aim to engage.
By
PIONEERING THE LANGUAGES OF AERIAL CINEMATOGRAPHY SINCE 2013 MAKE THE SKY YOUR CANVAS, BOOK US NOW
But in the last two years, KSA has seen tens-of-thousands of mono-brand and independent ecommerce sites launch. Local SaaS commerce platforms like Salla and Zid, along with global solutions like Shopify, make ecommerce accessible. Salla alone lay claim to over 20,000 active websites – the vast majority of which serve the Saudi market.
It’s not just the domestic ecosystem that’s evolving. In recent months we’ve seen three global ecommerce giants expand their focus towards the KSA. Shein and Temu, hedging against regulatory and macroeconomic risks in international markets, are investing heavily in growing their audience in the GCC. And Trendyol, already popular in Turkey, has doubled down on its efforts to expand across KSA by signing a strategic partnership with Cenomi (the largest vertically integrated fashion and lifestyle brand in KSA).
‘‘Social commerce looks poised to further disrupt the local landscape”
Ecommerce is entering a new stage of the digital maturity curve, writes MRM / MCN’s Oliver White
Saudi Arabia has become synonymous with change. Social, economic, cultural, in the context of Saudi, these words are always closely tailed by ‘change’, like an over enthusiastic private investigator on the heels of a suspect. The same can be said of ‘digital’. ‘Change’ (or transformation to the well renumerated) is never far away. So, given this is a piece on digital in KSA, you can be certain it’s about change. Digital retail in KSA presents an interesting dichotomy. Digitally intelligent, connected consumers who spend significant amounts of time online. Who overwhelmingly prefer to shop offline, rather than online. 55 per cent of the Kingdom’s population is under 35, smart phone penetration is 116 per cent , internet connectivity 99 per cent and the average daily time spent on social media is 2.5 hours (25 per cent more than the global
average and more than countries like China and the US). However, most sources put ecommerce penetration at about 8 per cent, roughly the same as South Africa. While 8 per cent is modest by comparison to markets like the UK (25 per cent) or China (50 per cent), ecommerce in Saudi continues to grow faster than global averages. Ecommerce is entering a new stage of the digital maturity curve. This next wave of adoption and growth is being driven by three significant changes. Leading the change is the emergence of a strong domestic Direct-to-Consumer commerce ecosystem. Traditional (physical) retail in the Kingdom has long been built around multi-brand, horizontal (multi-category) experiences. Souqs have evolved into shopping malls and digital retail has followed this same path, with marketplaces and aggregators pioneering the early growth of commerce.
Social commerce looks poised to further disrupt the local landscape. Long discussed as the ‘future of online shopping’, until now, outside of Asia, attempts at converging social and transactional have failed to land. TikTok Shops is changing this. Across Asia, TikTok Shops is having the same impact on retail that Google did 20 years ago. Currently live in six markets, annualized sales (GMV) already top $350m. For perspective, that’s half of what Amazon sells globally. TikTok is changing how people discover, search and shop, and it’s launching in KSA later this year.
Meta is also making steps to integrate commerce solutions into their ecosystem. WhatsApp Shops already provides a store front, cataloging and simple checkout solution. A pilot for native in app purchases and payments is live in India and we can expect to see this being rolled out in KSA soon.
For brands, TikTok Shops and the accessibility of turnkey SaaS platforms like Salla mean it’s never been easier (or cheaper) to launch a digital sales channel. Domestic SMBs now have access to digital infrastructure to enable them to reach bigger audiences and scale operations efficiently. Regional success from international platforms like Shein will prompt further investments in local distribution, reducing shipping times and further fueling their popularity.
For us consumers, with more choice comes more competition and this means even better prices and better shopping experiences. TiKToK Shops (and other social commerce innovations that follow) provide us with even more ways to shop. The result, a generational shift in consumer shopping behaviour.
By Oliver White, Group Executive Director of Commerce at MRM / MCN“CTV advertising is not just the future; it’s the present”David George Digital consumption in Saudi Arabia is surging, positioning the country as an emerging powerhouse in the digital video sector. With a significant portion of the population embracing streaming platforms and smart TVs, CTV offers a direct avenue to engage with audiences in their living rooms. As we navigate the digital realm, particularly within the dynamic landscape of Saudi Arabia, the surge in CTV adoption and shift in consumer behaviour underscores the importance of incorporating it into omnichannel marketing strategies to create a seamless brand experience across multiple touchpoints. By leveraging its power, brands can amplify their presence, drive engagement, and forge stronger connections with Saudi audiences, ultimately enhancing their marketing effectiveness in the digital age.
HOW
Integrating CTV into your brand’s omnichannel marketing strategy can be a game-changer as it bridges the gap between traditional television’s expansive reach and digital advertising’s precise targeting capabilities. In other words, you
‘‘Advertisers and consumers alike recognise CTV as a source of premium content”
can say it combines the best of both worlds, creating a perfect blend of widespread visibility and precise audience engagement in an entirely new way. Moreover, through its immersive user engagement and robust measurement capabilities, CTV enables brands to delve into user interests and preferences, breathing life into their brand’s storytelling.
This personalised approach ensures that every brand message resonates authentically with viewers using comprehensive targeting options like geography, screen size, context and more to ensure campaign success with heightened viewer engagement and conversion rates.
Secondly, safeguarding consumer privacy has also become paramount and presents a formidable challenge for advertisers aiming to sustain a secure yet impactful omnipresence in the marketplace. Addressing the challenge, by leveraging context-based advertising
parameters, CTV ensures ads are displayed in environments that harmonise with viewers’ preferences – be they tailored to specific programmes or content. It’s not just about reaching audiences; it’s about doing so respectfully to foster a safe and secure viewing experience free from any associations with inappropriate content. For instance, consider a scenario where a football fan, deeply engaged in streaming a game, comes across an advertisement for sports apparel and merchandise. As they watch, they find themselves captivated by the products, feeling a strong connection with the brand.
Here, the seamless integration is facilitated by the invaluable understanding of the audiences acquired from advanced analytical reports that help ads become less intrusive and more like helpful suggestions to viewers. These reports not only measure viewer engagement but also offer predictive analytics into shifts in consumer behaviour, empowering brands to anticipate trends and fine-tune their strategies to secure a competitive edge in the marketplace.
Additionally, interactive ad formats are now at the forefront which gives brands valuable real-time insights into consumer behaviours and preferences. The consistent display of brand messages across various channels further integrates these ads into the consumer’s digital journey, making them a pivotal element of their advertising experience.
On the other hand, CTV’s frequency targeting allows them to target audiences within a set frequency period across devices to avoid overwhelming viewers with too many ads. Also, by ensuring that every touchpoint reinforces brand recall, it delivers a consistent message to consumers and leads to an effective ad campaign for brands that leaves a lasting impact on the audience.
Also, AVOD platforms are becoming increasingly popular in Saudi Arabia, with an annual growth rate of 7.80 per cent, they are expected to result in a projected market volume of 58.76 million US dollars by 2027 (Statista). However, ad-supported SVOD platforms are also on the rise, offering advertisers even more opportunities to engage with consumers through these channels. This creates a fertile ground for targeting and engagement for advertisers with a variety of streaming options available to audiences.
Advertisers and consumers alike recognise CTV as a source of premium content, offered in a brand-safe environment that is ideal for immersive advertising experiences. By leveraging it in cross-device strategies, brands can effectively broadcast their message across various platforms - from mobile and desktop to television - ensuring maximum exposure and impact. As brand messages integrate seamlessly with CTV’s platform, they tap into endless possibilities to establish connections,
Unlock the power of Connected TV (CTV) in your omnichannel marketing strategy to seamlessly enhance engagement and consistency, says Gagan Uppal from Xapads
enhance resonance, and drive significant campaign outcomes.
Thus, incorporating CTV into the brand marketing mix can help your brand stand out with a market-efficient ad campaign and drive meaningful results. By harnessing its dynamic capabilities, brands can elevate the effectiveness of their omnichannel campaigns and stay ahead of the curve in advertising innovation. This strategic approach also helps unlock untapped market potential and enables brands to make a lasting impact.
By Gagan Uppal, Country Head MENA at Xapads
With the growing focus of brands on building meaningful connections with consumers and the rise of discussions around grabbing eyeballs to gain mental availability, brands are exploring unconventional approaches to stand out in the market.
The ever-evolving digital landscape of the Saudi market presents a fertile soil for brands to explore new opportunities and adopt new trends. More importantly it is met by a hungry young population that is eager to share experiences and explore new content. To find the convergence point between trends and the right audience, brands must navigate emerging digital trends and adapt their content to resonate with the preferences and aspirations of the Saudi demographic. User-generated content and interactive campaigns have proven to be effective tools that help brands in this fast-paced environment to foster a sense of community. Leveraging data analytics and market insights is equally crucial, allowing brands to refine their strategies based on real-time feedback and evolving consumer preferences.
By seamlessly integrating emerging trends into their messaging and marketing strategies, brands have the unique opportunity to impact the entire marketing funnel – from upper, to middle, and lower funnel.
At the upper funnel, where awareness is key, aligning with popular cultural trends
can significantly enhance a brand’s visibility. Social media campaigns, influencer partnerships, and interactive content that resonate with the Saudi youth will create buzz and increase brand recognition and familiarity among the target audience.
The middle funnel is where consideration and evaluation come into play, the cultural sensitivity and technological adaptability of brands play a vital role. Understanding the Saudi consumer’s values and preferences allows brands to craft narratives that not only attract attention but also establish a connection based on shared values.
Personalised content, virtual experiences, and engaging storytelling are powerful tools that can guide consumers from mere recognition to a deeper consideration of the brand.
The lower funnel is where the conversion and retention become focal points, the impact of trends becomes even more pronounced. A relatable and authentic image, cultivated through consistent alignment with cultural shifts, fosters a sense of trust. This trust is a crucial factor in converting interested prospects into loyal customers.
Positive word-of-mouth marketing, triggered by consumers sharing their favourable experiences with the brand, becomes a driving force in attracting new customers and retaining existing ones.
A trend is an idea, activity, philosophy, or action that is constantly changing over time. For your brand to keep up with trends, it is important to evolve as your market evolves; as the demand for digital content grows, there is a parallel rise in local content production. Saudi filmmakers, influencers, and content creators are leveraging digital platforms to showcase the richness of their culture, creating content that resonates with local audiences.
The adoption of these trends in Saudi Arabia reflects a fusion of global influences and traditional values, showcasing the evolving nature of
consumer engagement in the Kingdom, yet a multiple aspects need to be taken into consideration such as:
Cultural sensitivity in content: Balancing global content trends with cultural sensitivities is crucial. Content creators must be in agreement to local norms and values to ensure that their digital offerings resonate with the diverse Saudi audience. In the dynamic landscape of content creation, finding harmony between global trends and cultural sensitivities is vital. It’s not merely about aligning with the latest trends but infusing digital offerings with elements that speak to the heart of the diverse Saudi audience. Language, as a powerful medium, becomes the bridge that connects content with cultural nuances. Crafting messages in Arabic, the language of expression for the majority, ensures that the content is not only understood but resonates on a deeper, emotional level. Moreover, music can play a pivotal role in creating a sensory connection. Leveraging local musical influences, whether traditional or contemporary, adds a layer of familiarity and authenticity to the content. The rhythmic beats and melodic tones can evoke emotions that transcend language barriers, making the content more memorable and relatable.
Though trends are still on the rise, it is a niche space where competition is heating: The surge in digital media has led to increased competition. To stand out, businesses need to innovate in content creation, delivery, and user experience, offering unique value propositions that capture the attention of the digitally-engaged audience.
In essence, the future of digital engagement in Saudi Arabia lies in the delicate dance between global trends and local values, where brands authentically integrate into the cultural frame while embracing the ever-changing dynamics of the digital landscape.
By Mohamad Mardini, Senior Digital Media Manager at LeadGenLeadGen’s Mohamad Mardini highlights the divergence of global influences and traditional values
Type of agency: Creative hello@3points-ad.com
We are an integrated creative agency offering innovative brand marketing and communication solutions. With a team of qualified professionals across our offices, we pursue the ‘WOW’ effect in all the work we do for brands to dazzle their audiences and help achieve objectives.
Type of agency: Production house 77-m.com 77@77-m.com
Established Feb 22, 2010 with very limited capital, 77 Media started as a one-man multimedia production house. Today, 77 Media has become a holding company with seven subsidiaries in the fields of communication, entertainment, and technology.
Type of agency: Creative anmar.m@9sscreative.com 9sscreative.com
Type of agency: Digital marketing Saudi office: Riyadh Head of company: Elie Charbel info@a2z.medi
At A2Z Media, we create custom and integrated marketing plans primarily for B2B holding companies and brands. Our 360° approach delivers high-level strategies and executable insights to help clients achieve their sales goals.
Head of agency: Timothée Désormeaux & Edouard Daou https://acquisit.io hello@acquisit.io +966 53 899 6998
Acquisit enables companies’ growth by designing and executing data-driven strategies. Since its foundation, Acquisit has collaborated with key industry leaders and high-potential start-ups across the MENA region, helping them seize online growth opportunities. Our scope covers all levers of growth marketing from traffic generation to revenue optimisation.
SERVICES: Performance marketing, SEO, CRM, conversion rate optimization, measurement, Amazon & marketplace management
KEY CLIENTS: almatar, Whites, Invygo, Amlak International, L’Oreal Middle East, Daleel Store
Type of agency: Marketing and advertising
Founded: 2011 ksa@acceleratemeonline.com
We’re a 360°digital marketing agency operating from Lebanon, Saudi Arabia and United Arab Emirates (Dubai). We work with large enterprise clients in the GCC and have more than ten years of experience in the Middle East.
Type of agency: Public Relations
Saudi office: Riyadh
Head of company: Chris Christodoulou, Group CEO ksa@actionprgroup.com
Action Global Communications is an independent, multi-award-winning international PR network that helps organisations advance their agendas in target markets.
SERVICES: Public relations and social media.
Type of agency: Marketing and communications advisors-360.com kapoor.d@advisors-360.com
Advisors 360 is a fully integrated marketing communications agency. With over 25 years’ experience, we offer you a diverse range of services including advertising, events, BTL, promotion, activation and design. Real solutions to real marketing issues. Down-to-earth, honest and hardworking communication solutions.
Founded: 2005 Head of company: Mustafa Othman HQ: Riyadh – KSA info@advert1.com +966 11 288 6632
For 20 years, Advert One has been the trusted advisor to businesses like yours. We don’t just create communication strategies – we turn them into powerful realities. Our experienced executive team brings unmatched expertise to every project, ensuring your message cuts through the noise and resonates with your audience.
SERVICES: Capital market communication services, investor relations services, ESG assessment & reporting, strategic public relations services, media coaching & management training
KEY CLIENTS: Elm, ACWAPOWER, NADEC, Luberef, STC
Saudi office: Riyadh
Managing Director MENA: Nic Camacho nic.camacho@akqa.com
AKQA is a full-service brand experience design agency with 35 studios globally. We exist to create a better future with our clients by working together to articulate a vision, unlock opportunities and solve problems. With this collaborative approach, we are able to deliver effective strategy, creative communications, digital and media services that capture the imagination.
Founded: 1997
Offices: Beirut, Dubai (HQ), Jeddah, Riyadh info@aga-adk.com aga-adk.com +966 12 606 2207; +966 11 288 1551
Affiliated with ASATSU-DK (ADK), 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 hyperpersonalisation in advertising is taking lead in building consumer relations.
SERVICES: Full marketing communication services, strategic planning, creative designs, consumer activation, production, branding and corporate identity, content planning and production.
KEY CLIENTS: Langnese, Bosch, Toshiba, Novartis, Al Khair, Northwest, Mentos, Philips, Tabasco, P&G, Hasbro, Modon, Under Armor, Franklin Templeton
Type of Agency: Fully integrated communication agency Creative/ Media/ PR/ Digital Year Founded: 1976
AlAfak, the Saudi face of the Horizon FCB network, has been pioneering in marcom and TechCom since its inception 48 years ago; whether it’s our integrated creative approach, our media planning & buying solutions or our content/tech offering.
Our approach is to develop creative solutions for our clients, built on values and fuelled by data and technology that deliver the economic multiplier.
We pride ourselves to be part of the most ‘GLOCAL’ network in our industry because we are very well aware of the cultural and societal differences in each market we are active in, and we have in-depth knowledge of the community we engage with. We make it a priority to unearth insights about the target audience we are addressing, in order to develop uniquely effective communication and creative solutions.
With over 70 employees and main offices in Riyadh and Jeddah, we have continuous presence in the market, gearing the agency to work with local and multinational clients, as well as government agencies.
The agency’s deeply rooted culture supports the empowerment of women and local talents. It was the first to initiate co-op training programmes with local universities to a ract their potential stars.
KEY CLIENTS: Tatweer Real Estate, Basamh Industrial, Petromin, KPMG, KimberlyKlark, Foster Clark’s, Thakher Makkah, MBS College, Perfe o Pasta, Radwa Chicken and Gulf General Insurance amongst others.
Tony Rouhana, Vice President, AlAfak | Horizon FCB Saudi Arabia
In my thirty five years of living and working in Saudi Arabia, the last decade has been a truly transformative period for the Kingdom, whether it’s on a societal or an industry level, the changes have been positive and impactful.
The society as a whole has become very open and progressive, and yet still values its culture. The young generation respects the traditions of the past, but are not bound by it. They look to the future in a positive way, and feel that there are more opportunities available for them.
One of the biggest societal shifts has been the growing number of Saudi females in the workforce. Even within advertising, we have more females working in the industry in various capacities. This is extremely helpful as they make up the majority of our target audience.
Speaking of target audience, even consumer behaviour has been radically changing as the digitally native youth, which comprise the majority of the population, have shifted heavily to online shopping and a reliance on delivery apps for most of their needs. This can be contributed to convenience, and also the
development of the e-commerce sector, as the Kingdom further pushes towards establishing a digital economy.
We have also witnessed Saudi consumers becoming more conscious, and choosing products and services that properly represent the Saudi society and its values and beliefs. There is also more effort in purchasing Saudi made products/ brands. With the rise and success of Saudi entrepreneurs and local SMEs, Saudi businesses are competing with the international players, especially in the many coffee shops, restaurants and fashion brands that have become popular trends.
This can all be attributed to the ambitious goals of the Kingdom’s Vision 2030, which has invested heavily in diversifying the Saudi economy. As one of the first international advertising agencies in the Kingdom, our services have been commissioned to develop Saudi Arabia’s tourism industry, to tap into its various regions, diverse landscapes, and their respective cultures and heritage. The goal is to position Saudi Arabia as one of the top tourism destinations in the world, and to further develop the domestic tourism industry to attract more locals.
Saudi Arabia is in a transformative phase, and should continue to capitalise on its growth potential. The focus should be on nurturing a vibrant digital economy, creating a diverse and welcoming environment, and investing in its human capital to ensure a prosperous future.
Founded: 2000
Head of company: Rabih El Amine
Headquartered: Riyadh info@alefinternational.com
Alef is a Riyadh-based communications consultancy firm specialising in promoting brands and enhancing reputations. We drive growth, manage risks, and craft compelling narratives that resonate in today’s dynamic landscape.
SERVICES: Strategic advisory, PR and media relations services, content creation & translation, events planning & execution, digital & design
KEY CLIENTS: Ministry of Culture (MOC), Saudi Arabia Centre of the fourth Industrial Revolution (C4IR), Royal Commission for Riyadh City (RCRC), State Properties General Authority (SPGA) & Sadara Chemical Company
Type of agency: Event management Director: Faisal Al Abdali Saudi office: Jeddah faisal@arcme.net
ARC is the events management arm of TRACCS, the largest independent communications consultancy network in the MENA region, with extensive experience in exhibition stands, innovative installations and branding, and visual remodelling.
Type of agency: Digital sherif.eldahshan@archimedia-me.com archimedia-me.com
Archimedia is the region’s leader in audiovisual and automation technology. Since 2004 the company has prided itself on consistently delivering well engineered and brilliantly designed solutions for residential, corporate and marine projects.
Founded: 2018
Head of company: Rizk Naifeh 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.
KEY CLIENTS: COP28, MBC Dream, Bahlsen, Federation Internationale de Automobile, Al Nabooda
Type of agency: Digital brandwillagency.com info@brandwillagency.com
Our solutions create the kind of engagement that transforms a company’s brand, and a company’s industry into a cultural touchstone that people care about and want to be a part of. We’re fiercely proud of our work on websites, videos, branding, apps and any other medium to help our clients bring their ideas to the world.
Founded: 2006 Head of company: Hasan Fadlallah
Office: Riyadh
Brand Lounge is a strategy-led brand consultancy with an award-winning 20-year track record. Headquartered in Riyadh and Dubai, we are the designated Middle East and Africa partner of Trout & Partners, boasting a global network. We help brands uncover their purpose so they can maximise value.
SERVICES: Brand strategy, brand design, brand culture, brand innovation, content
KEY CLIENTS: 7X, Salehiya Healthcare,RTA, G42, Al Akaria Real Estate
Founded: 1984
Headquartered: Dubai, United Arab Emirates Founder and Group CEO: Mazen Nahawi sales@carma.com
CARMA is a technology and consulting company which uses media monitoring and analysis to provide strategic insights to C-suites and senior communications professionals, enabling be er decision making.
KEY CLIENTS: Aramco, Nissan, and Abdul Latif Jameel Group (ALJ)
Type of agency: Digital Saudi office: Riyadh, Saudi Arabia Head of company: Saif Jarad letstalk@chainreaction.com.sa
We are a team of industry-leading specialists in digital marketing, data analysis and communications. We combine innovation, data and technology to craft powerful digital experiences that impact, shape culture, and connect brands with people.
Type of agency: Digital info@chesstag.com chesstag.com
SERVICES: Integrated campaigns, social media management, digital campaigns, email marketing, creative content
Type of agency: Strategic digital communications Saudi office: Riyadh Head of company: Tom O on talktous@creategroup.me
Create. is the region’s fastest-growing strategic digital communications agency, with a team of 180+ across the region.
SERVICES: Digital strategy digital experience social content production performance
KEY CLIENTS: Vision 2030, Diriyah Gate Development Authority, The Public Investment Fund, Royal Commission for Alula, NEOM
A creative-led agency that harnesses the power of collective force to sha er norms and establish new benchmarks. Founded in 2023 as a creative arm for the Saudi General Entertainment Authority (GEA) and Riyadh Season , their work encompasses integrated global campaigns, moment marketing, and design. A globally diverse team, enriched by Saudi talent, delivering insigh ul and locally relevant work alongside groundbreaking ideas that captivate a global audience and create waves worldwide. Website/bigtime.sa
Type of agency: Creative
Founded: 2013 HQ: Riyadh
Head of company: Mojib Alajaleen, CEO hello@creativeblend.com.sa
Creative Blend is a Saudi-based creative communication agency, it utilises international standards, experience and ability to create innovative communication solutions for its clients to give them a distinct advantage in their market niche.
SERVICES: Creative design, branding, events, video production, annual reports
KEY CLIENTS: PIF, GACA, National Housing Company, Saudi Tourism Authority, SASO
Type of agency: Media info@ceholding.com ceholding.com
Since we set up in 2003, our team has grown internationally to over 150 dedicated employees, and we have offices in Riyadh, Jeddah, Dubai and London.
SERVICES: Media sales and consultancy, production, radio, digital media, sports
Type of agency: Creative info@c-squad.com c-squad.com
SERVICES: Creative communication, research and development, campaign and brand strategy, concept development, conceptual designs, brand identity development, branding
Founded: 2011
Offices: Riyadh, Dubai, Abu Dhabi, Bangalore, Singapore, Jakarta, Shanghai & Tirana.
Founder & CEO: Shadi Abdulhadi
Number of staff: 165 www.boopin.com + 966 11 211 2243 info@boopin.com
Driven by innovation and creativity, Boopin is one of the fastest-growing networks in the region, led by a team of more than 160 passionate creators and marketers, each with a desire to tell memorable stories and create exceptional experiences for brands and consumers. Our dedicated channel experts sit as a team, which ensures we not only have a tactical approach toward each channel but also benefit from providing a 360-degree response
Type of agency: Creative info@cf-sa.co cf-sa.co
We grow your brand through combining creative strategic solutions with outstanding design.
SERVICES: Strategic planning, digital marketing, creative and branding, event planning and management, AV production
Type of agency: Strategic - Creative Saudi office: Riyadh Founded: 2013 Head of Company: Sari Kazma (Managing Director – Riyadh, Beirut, Cairo) talktous@dicema.com www.dicema.com
Dice transforms brand engagement with personalised and localized strategies for an interconnected world. We revolutionise the industry with exceptional experiences that connect brands and consumers on a deeper level. With four unmatched core services, we push boundaries to elevate brands and turn bold ideas into reality.
SERVICES: Creative and strategy, social and digital, content creation, experiential experiences
KEY CLIENTS: MCIT, MOF, Marafiq, Snapchat, Accenture, SAP, Motorola, Jeddah Central
from media planning and execution right through to content creation and web/app development. Having such a diverse team within a single office environment provokes collaboration and sparks intuitive creativity within each team member.
TECHNOLOGY PARTNERS: Google, Meta/Facebook, TikTok, Tealium, Oracle, Amazon and more than 40 more, as we remain agnostic to meet the requirements of our clients.
SERVICES: Performance marketing; media planning and buying, digital infrastructure, digital transformation and automation; customer data platform facilitation and strategy, Social content Management, production, PR dynamic creative; API integrations; web/ app design and development; SEO; data visualization.
KEY CLIENTS: Lucid Motors, Baja Foods, Al Munajeem Foods, Eviq, The Coffee Address, Abu Dhabi Ports Group, Masdar, ADNOC, Department of Culture & Tourism, Al Masaood Automobiles, Al Dar Education, Emirates Islamic Bank, GEMs Education, Government Media Office, IG Group, National Human Rights Institution of the UAE, Shein, Xiaomi Mobiles, Ministry of Education, Chery Automobile, Hisense
Type of agency: Creative, Digital, Media agency
Founded: 2004
Head of company: Abdulrahman Saud
Bassmat is one of the leading marketing agencies designed to empower brands' images with creative minds, bold connections and a different cultural sense. It uses influence of the metaverse and supports the rapid transformation of the marketing industry in the region. Providing clients with confidence, we at Bassmat drive insightful local and international knowledge to create high impact.
Strategies & brands experience (branding strategy, marketing & communications strategy, campaign strategy, developing brand experience).
Creative (brand identity, creative campaign, developing creative content).
Social media & digital PR (social media management, community management, digital PR, reputation management).
Media buying (media planning, media buying online/offline, influencer relations).
Digital content (content creation, creating and developing digital content, developing social initiatives, SEO).
Technology (creative technology, UX & UI solutions, mobile application development, digital transformation).
Marketing activation (brand activation, event development).
Analytics and data (monitoring and listening, digital campaign analytics).
SAUDI ARABIA AT THE HEART OF GLOBAL EVENTS
Saudi Arabia is poised to host a succession of major global events in the coming years, including Expo 2030, the Winter Games, the AFC Asian Cup 2027, and the FIFA World Cup 2034. These events are more than just economic or sporting opportunities; they serve as platforms to project Saudi Arabia’s rich cultural narrative and enhance its stature as a leading destination for international events. This shift underscores the need for effective collaboration, both locally and internationally, to cultivate a universally appealing image.
MEGA PROJECTS RESHAPING
SAUDI ARABIA
The Kingdom is actively investing in transformative projects such as NEOM, the Red Sea Project, Qiddiya, and Diriyah, which are set to revolutionise its infrastructure and economic
landscape. These projects are designed to attract investment and tourism while fostering a sustainable environment for future generations. There is a significant demand for local agencies capable of communicating these advancements globally, presenting content that authentically reflects Saudi Arabia’s cultural and social values in a modern and innovative manner.
EMBRACING INNOVATION IN MARKETING
As it navigates through these substantial transformations, Saudi Arabia is embracing the latest in advertising technology and marketing trends. The integration of AI-driven data analytics, programmatic advertising, and immersive technologies like AR and VR is enhancing the efficacy of marketing campaigns. These tools are crucial for precise audience targeting, delivering personalised content, and crafting engaging customer experiences, ensuring messages resonate well with both local and international audiences.
BASSMAT: BRIDGING LOCAL AND GLOBAL MARKETING
Bassmat Agency has a proven track record of projects that showcase Saudi cultural identity on
a global stage. Notable achievements include the acclaimed Saudi Pavilion at Expo Dubai, the ‘Giddam’ campaign for the World Cup in Qatar, and the Road of Arabia Exhibition in Athens. With a robust network of international partners, Bassmat is well-equipped to support Saudi Vision 2030’s goals by delivering innovative and comprehensive marketing solutions that span local insights and global reach.
Marketing & Creative Group
We are made-in Saudi creative and marketing powerhouse. Our team comprises four distinct companies: Brands, Bold Comms, Bold Experiences, and Teeb Made, with a team of over 100 professionals spread across Riyadh and Egypt. Since our founding in 2012, we have partnered with over 500 clients, earning multiple awards along the way. Our philosophy centers on deep human connections, blending chemistry with capability to foster a culture that challenges the status quo and drives substantial growth. For us, «Bold» is more than just our name—it encapsulates our ethos of pushing the boundaries of marketing and creativity with agility, insight, and an unwavering commitment to excellence. In a world filled with possibilities, we choose one clear path: to Be Bold.
Premium Residency, Almarai, Saudi Company for Artificial Intelligence, PIF, STA, MISK, F1 Saudi Arabia, Riyadh Bank, Saudi National Bank, Flynas, Dominos, Royal Commission of AlUla, Diriyah Gate Development Authority, King Abdulaziz Foundation for Research and Archives (DARAH), IOT2, Center 3, National Events Center (NEC), and Saudi Payments, Saudia Cargo, Arab National Bank.
Dubai LYNX x3 FWA WINA Awards Act Responsible Great Places to Work
Abeer Saud Alessa Awwwards
Interview with Ziad Abou Rjeily
General Manager for Bold Experiences
How have Saudi consumers changed in recent years?
Saudi consumers are developing a more sophisticated palate, mirroring the nation’s progressive spirit. This translates to a growing demand for quality and a refined experience across all brand interactions. Whether it’s through sleek product design, seamless online platforms, or exceptional customer service, Saudi consumers are seeking a sense of sophistication that reflects their evolving aspirations.
What new things are clients asking for?
Clients (brands) are demanding more effective marketing strategies in the face of a booming domestic market. The ever-increasing number of homegrown brands is pushing the boundaries, forcing established players to up their game. This translates to a growing need for data-driven campaigns and innovative experiences that deliver measurable results. The government’s own digital transformation efforts have set a high bar, raising client expectations across industries.
How has the Saudi agency model/offerings changed?
In two ways. First, digital has become the default and if not the only channel for most brands and campaigns. The availability of data that can be harnessed or procured is growing and with it the need for data-driven strategies that tie together communication and brand experience.
On the other hand, generative AI is driving the biggest creative revolution on a global scale, and agencies in Saudi aren’t isolated. There is a need to rethink the value proposition beyond execution.
Where do you see the biggest potential for growth in Saudi?
I see tremendous growth potential in forging strong partnerships with Saudi brands. The level of innovation and expertise they’re demonstrating is truly impressive. These brands are poised to achieve significant scale, and their international expansion will create exciting opportunities for their partner agencies. This collaborative approach will pave the way for Saudi agencies to transition from local players to regional powerhouses.
What are the biggest challenges you face in the kingdom?
Catching up with its vision and ambition. And things are about to get even bigger better bolder.
Cheil Middle East & Africa is a leading 360-degree advertising agency, headquartered in Dubai, with an additional 10 strategically placed offices throughout the region. Renowned for its expertise, Cheil excels in fostering strong connections across advertising, retail, digital, activations, and events, seamlessly integrating offline and online touchpoints.
Year founded 1973 globally & in the region since 2006
How will the expanding presence of retail media impact the retail brand experience?
The growing retail media footprint is becoming increasingly significant for brands, with many investing to secure their share of this powerful channel. It serves as a means to draw customers into retail spaces, ultimately leading to increased sales. Brands are adapting their strategies, both in-store and out-of-store, to deliver key messages, promote flagship products, and provide in-store redemption opportunities. Recognizing the potential for additional sales revenue, brands are prioritizing investment in retail media, thus driving further growth in the market.
How can retailers utilize retail media to gain loyal customers?
Retailers now have the opportunity to utilize retail media for more qualitative data collection, enabling segmentation of customers into distinct profiles. This facilitates targeted solutions tailored to specific audiences, optimizing expenditure. Brands are actively soliciting and incorporating consumer feedback to enhance satisfaction levels and foster brand loyalty. Some are even incentivizing loyal customers with additional benefits to strengthen their allegiance.
Retail media networks are capturing a larger share of advertising expenditure. How can advertisers retain and expand this spending?
Advertisers can analyze their investment channels to identify those yielding the highest return on investment. By reallocating spending towards more effective retail media tools and reducing investment in lower-performing channels, retailers can pursue organic growth over time.
How do you perceive the growth potential in Saudi Arabia?
The growth potential in Saudi Arabia is promising due to economic diversification efforts, infrastructure development, and initiatives like Vision 2030. With a young, tech-savvy population and ongoing reforms to attract foreign investment, Saudi Arabia offers ample opportunities for expansion across various sectors.
Type of agency: Media, creative, digital, PR Headquartered: Riyadh Founded: 2015 info@dic.io
We transform visions to reality with the power of reason, communication, and imagination. We are the leading influential marketing communication agency in the region.
SERVICES: Campaign strategy; social media managements and events; digital marketing; creative and production; influencer collaboration.
Type of agency: Digital edesign.com.sa +966 50 911 1311
We have all the expertise you need to achieve your aims, whether it’s growing your business, promoting your brand, maximising your returns, or communicating with your stakeholders.
SERVICES: Digital marketing, digital development.
Type of agency: Creative contact@endconsumer.net endconsumer.net
End Consumer is an integrated creative marketing solutions agency, offering a comprehensive range of tailored services to our partners and clients. Our team of dedicated professionals originates unique concepts catering to specific segments from event concept, creativity development, design stage, to production, execution, management and result analysis.
Type of agency: Full-Service Headquartered: Riyadh contact@extendad.com
Extend is a Saudi audience-first agency with a digital DNA, creative soul, obsessed with results.
SERVICES: Communication strategy and planning; creative and content development; integrated media planning and buying
Type of agency: Creative info@fivecolors.com fivecolors.com
SERVICES: Advertising, photos, film, opportunities for work, web-site packages, as well as social media fans.
Type of agency: Creative info@focusad.ae focusad.ae
Focusadvertising is a boutique agency that has been giving brands in the MENA region the best focus to stand out in a competitive market environment. We are focus-oriented communication experts that deliver strong ROI. We produce creative yet effective campaigns and own the process from the strategic planning phase through production.
Type of agency: PR Saudi office: Riyadh CEO: Nan Williams ray.eglington@fourcommunications.com
Four delivers integrated campaigns and a range of marketing and communications services based on a blend of industry knowledge, cutting-edge insights and inimitable expertise.
SERVICES: Integrated campaigns; PR; digital marketing; social analytics and engagement; behaviour change
Type of agency: Marketing info@fpsocial.com fpsocial.com
We blend events, social media and direct marketing strategies through the backing of our research design that empowers our client with cost-effective, deep and insightful knowledge of their local, regional and global marketplaces. We offer total brand activation, bringing brands to life through exciting, engaging and powerful experiences from strategy to execution.
Type of agency: Creative info@fke.sa fke.sa
We create and produce content that stands out, speaks to souls and illustrates messages and ideas that help create a better tomorrow. We believe that sharing and giving are generous deeds, which certainly drives our enthusiasm to share content that people love to engage with.
Type of agency: Events and PR info@gag.com.sa gag.com.sa
SERVICES: Public relation, event management, social media management, stage design, exhibition stalls, light and sound equipment, video editing, press conferences, music concerts, entertainment
Type of agency: Digital info@gluetube.com.sa gluetube.com.sa
Established in 2006, Gluetube is a market leader with a solid track record. It has creativity and local understanding. It is professional and committed.
SERVICES: Web, social, mobile.
Type of agency: Digital go-clouding.com
We are the Clouders. We have decided to travel to the top of all, to see and build a whole picture. We catch ideas from outer space and send them to Planet Earth as words and visuals the humans can grasp.
SERVICES: Community and reputation management through social media, website development, branding, logos, influencer marketing.
Type of agency: 360 integrated agency
Founded: 2020 digitect.com info@digitect.com +966 12 262 0200
Digitect is a full service integrated marketing services agency in the Kingdom. Our journey began four years ago with a bold aspiration to be the catalysts of change in the industry. Inspired by our country’s vision, we embody the roles of artists, architects, and engineers of change, striving to contribute to a brighter future for Saudi Arabia, one creative spark at a time.
Since our inception, we have curated an impressive portfolio, serving 75 brands from diverse sectors, with the unwavering dedication of our 150-strong team. We believe in the power of collaboration, innovation, and pushing boundaries to deliver exceptional results for our clients.
Services Offered: Digital Media Solutions, Brand Activations, Event Management, Media Buying and Planning, Creative Campaigns
AWARDS: Okaz Top CEO Award 2022/2023, Arabian Best of Best Awards 2022
KEY CLIENTS: RCRC, Abdul Samad Al Qurashi, Al Borg Diagnostics, Petromin Sellantis, Shell, Samaco Motors, Riyadh Foundation, Absher, Moma Group, Hardees, UMA, Caraagy, Hongqi
Regional Managing Director FAISAL
HOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
In recent years, Saudi consumers have become increasingly digital-savvy, demanding more personalised, culturally attuned content. This shift is driven by a young, globally connected demographic that values transparency and authenticity from brands. In response, clients are seeking comprehensive digital solutions that encompass traditional advertising, data analytics, AI-driven insights, and personalised marketing strategies. AI-enabled tools are crucial here, enabling deeper consumer behaviour analysis and more effective, targeted marketing campaigns. Clients also require robust social media management to navigate these platforms effectively.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
The agency model in Saudi Arabia has adapted by expanding from traditional media services to include a full spectrum of digital marketing, content creation, and data analytics, heavily
supported by AI technologies. This evolution reflects broader changes within Saudi society, notably influenced by Vision 2030 initiatives, which have increased women’s participation in the workforce, boosted sectors like entertainment and technology, and opened the country to international tourism.
HOW HAS THE SAUDI AGENCY MODEL/ OFFERINGS CHANGED?
The integration of AI tools has revolutionised how
agencies operate, from automating routine tasks to providing sophisticated consumer insights and predictive analytics. This technology empowers agencies to deliver more customised, efficient and impactful marketing strategies that resonate with the modern Saudi consumer.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI AND WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
Looking forward, the digital economy and entertainment sectors present the greatest growth opportunities. The rise of e-commerce and tech startups, driven by substantial government investment and a tech-savvy population, underscores this potential. However, the challenges are significantkeeping pace with rapid technological advances, adapting to regulatory changes, and ensuring our workforce is proficient in the latest digital and AI technologies. Additionally, maintaining a balance between modern marketing techniques and the traditional values of Saudi society continues to be essential.
These developments indicate a dynamic shift in how brands engage with Saudi consumers and how agencies must continually evolve to meet these changing demands, increasingly relying on AI to drive innovation and efficiency in their operations.
Founded: 2007
Head of agency: Ahmad Haider www.dentsu.com ahmad.haidar@dentsu.com
Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centred approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.
KEY CLIENTS: Hungerstation, Cenomi, Saudi Vision 2030, Bupa, Jarir Bookstore, Public Investment Fund, Ferrero, Kraft Heinz, Mastercard, General Motors
SERVICES OFFERED: Consumer intelligence and data, media strategy, media planning, media buying & investment, performance marketing & commerce, marketing effectiveness, partnerships & innovation, content marketing, influencer marketing, social media, experience platforms, commerce, digital products and innovation, virtual experiences, brand positioning and identity, experiential, CXM, data & analytics
Managing Director, dentsu KSA
HOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
The widespread adoption of digital tech has made them more selective, seeking personalised experiences and prioritising sustainability and ethical consumption. This shift requires brands to adapt, offering tailored solutions that resonate with these evolving preferences, fostering stronger connections, and driving sustainable growth. To support us in creating a deeper understanding of local audiences in Saudi we use Merkury, dentsu’s global data, identity, and insights platform, combines proprietary and partner data and 10,000+ consumer data attributes to, which in turn allows us to increase ROI, engagement and identified customers for our clients.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
Clients are on the lookout for media partners that offer holistic solutions and function as an extension of their team. They are prioritising data and analytics for personalised experiences and real-time campaign effectiveness measurement. They want fresh, impactful ideas
INDUSTRY SNAPSHOT
that breakthrough the clutter and capture our audience attention.
HOW HAS THE SAUDI AGENCY MODEL/ OFFERINGS CHANGED?
In line with the changing demands, we’re witnessing a shift towards integrated solutions that cover a wide range of services. Clients now demand more than just advertising; they seek strategic partnership that deliver comprehensive solutions tailored to their unique needs. In response, we’re creating a borderless model that breaks down silos to answer these demands by connecting brand, content, commerce, and experience, underpinned by the creativity that helps our clients achieve competitive advantage and accelerate business results.
WHAT IS THE BIGGEST CHANGE YOU HAVE SEEN WITHIN SAUDI SOCIETY?
The diversification of the economy, with a strong focus on innovation and technology-driven growth is not only shaping the way people interact and conduct business but also influencing societal norms and expectations, leading to a more dynamic and forward-thinking society in Saudi Arabia.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI?
Growth is clearest across e-commerce, gaming, sports, tourism, and entertainment thanks to the visionary goals outlined in Vision 2030. We’re excited for what the future holds and are investing
heavily in talent, research, tools and products across various sectors to keep up with the pace of change in the market.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
In the Saudi media landscape, our major challenge is the intense competition, requiring us to stand out with innovative solutions and customised services. Speed and agility in meeting client needs are imperative, along with ensuring we possess the necessary expertise for success. Talent acquisition and retention are paramount for us at dentsu as we aim to foster a skilled workforce that drives innovation and excellence in our field.
Type of agency: Marketing and communications info@headlineme.com
headlineme.com
We are a fully integrated marketing and communications agency with years of experience in Saudi Arabia and in the rest of the GCC.
SERVICES: Marketing, events.
Type of agency: Media/Creative/Digital/PR
Founded: 2005 Saudi office: Riyadh
Head of agency: Rami Husseini, Managing Director
Havas Saudi Arabia, part of the Havas global network, is the only full-service, integrated communications agency in the KSA offering all main disciplines -creative, media and PR- under one roof. We make a meaningful difference for the brands, the businesses and the lives of the people we work with.
SERVICES: Media, Digital, Creative, PR
Founded: 1969
Head of agency: Elliott Clayton, Managing Director, International Sales, Epsilon www.epsilon.com/emea Rajesh.verma@epsilon.com 971 4 818 9593
Type of agency: Digital +966 12 606 8890
We are a media services company providing in-depth expertise across all media contacts, including traditional mass media and new engagement connections. We leverage unique and powerful tools to generate consumer insight to build your brand. SERVICES: Planning, buying, monitoring, communications.
Type of agency: Creative
Founded: 2013
Saudi office: Riyadh
Head of company: Nouf AlBraheem nouf@hmzah.com
Saudi creative agency that started in 2013 with a team full of creative heads who turn every normal idea to an outstanding one and transform our clients’ dreams into reality.
SERVICES: Advertising, content creation, marketing campaigns, branding, social media management, marketing strategies, printing and stickers.
Epsilon 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. Over decades, we’ve built the industry’s most comprehensive identity graph to give brands, agencies and publishers the ability to reach real consumers across all channels and the open web.
SERVICES OFFERED: Epsilon helps clients effectively identify and target new & existing consumers. Marketers activate outcome driven experiences on the CRM, Digital, Loyalty and Retail Media platforms to drive personalization 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
AWARDS: 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
Founded: 1968
Heads of agency: Mohammed Bahmishan, CEO/Chief Creative Officer; Amr El Kalaawy, Regional Managing Director KSA & Bahrain mohammed.bahmishan@fp7mccann.com; akalaawy@fp7mccann.com www.fp7mccann.com
Part 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 OFFERED: 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, humantech design thinking
AWARDS: Dubai Lynx 2024: 1 Grand Prix, 1 Gold and 1 Bronze, Clio Awards 2024: 2nd Most Awarded in MENAT, 1 Gold, 1 Silver and 2 Bronze, ANDYS 2024: #1 Network, 2 Gold One Show 2024: 5 Merits, 11 shortlists, Cannes Lions, 2023: Most Awarded Agency in MENA, NY Festivals 2023: Most Awarded in MENA, Epica Awards 2023: Most Awarded in MENA, Loerries Awards 2023: 2nd Most Awarded in MENA, MAD Stars 2023: 2nd Most Awarded in MENA, The Webby Awards 2023: 2nd Most Awarded in MENA, Clio Awards 2023: 2nd Most Awarded in MENA, AME Awards 2023: 2nd Most Awarded in MENA, Dubai Lynx 2023: 1GP, 2 Gold, 1 Silver, 6 Bronze, WARC Effectiveness Awards, 2021/2022: #1 Agency of the Year Globally, Global Effies Awards, 2021/2022: #1 Agency of the Year, MENA Effies Awards, 2013 – 2022: Agency and Network of the Year
INDUSTRY SNAPSHOT
AMR EL KALAAWY
Regional Managing Director
KSA & Bahrain
Saudi Arabia’s advertising industry presents immense potential for growth, particularly in the digital and social media spheres. With an estimated advertising market of around US$2 billion in 2023, Saudi Arabia leads the region in advertising spending. The forecasted growth to exceed US$12 billion in the MENA region by 2024 underscores the country’s significant contribution to the region’s advertising landscape. Saudi Arabia’s early adoption of digital transformation and its position as a global leader in social media penetration align with the growth trends seen globally in digital and social media advertising. Leveraging these strengths, the biggest potential for growth lies in further harnessing digital and social media platforms to reach and engage with Saudi consumers effectively.
WHAT IS THE BIGGEST
With 25 years of experience in the communication field within the region, my tenure in Riyadh has afforded me a profound insight into the diverse and vibrant Saudi culture. This cultural tapestry has catalysed the emergence of Saudi creative luminaries, pivotal in shaping the advertising landscape and spearheading campaigns tailored to resonate deeply with the local consumer. Not
Bahmishan CEO and Chief Creative Officer
only are Saudi talents leaving an indelible imprint on domestic fronts, but they are also vying for recognition on the global stage of advertising accolades. As Saudi Arabia strides forward in its embrace of progress, agencies must pivot towards crafting content that is culturally attuned, capturing the very essence of Saudi society.
In recent years, the Saudi agency model has undergone a transformative shift, aligning with global trends, and adapting to evolving market dynamics. This evolution is propelled by various factors, including technological advancements, changing consumer habits, and the ambitious economic diversification agenda outlined in Vision 2030. FP7McCann has embraced a data-driven approach, prioritising consumer insights and utilising analytics tools to scrutinise campaign performance, consumer behaviour, and return on investment. Furthermore, there’s a growing acknowledgment of the significance of crafting content that resonates authentically with Saudi audiences. As the Saudi market matures, agencies are concentrating on delivering comprehensive marketing solutions that seamlessly integrate traditional and digital platforms, ensuring coherent and impactful engagement with target demographics.
Founded: 2020
Head of agency: Anthony Mchayleh https://www.fusion5me.com eliehaber@fusion5me.com / anthonym@fusion5me.com +966112487087, +966547788277, +966542690489
We are a diverse media agency that relies on consistent data points to make decisions based on real-time signals and predictive analysis, allowing us to be amongst the first to act and achieve desired results.
We are a member of Tribe Global, a growing global network of independent media, advertising, digital, and experiential agencies. Comprised of 30 agencies from throughout the world, including those from Europe, North and Latin America, Asia, Australia, and the Middle East.
Our significant presence in the Saudi and UAE markets offers us an advantage in terms of media relations, customer knowledge, and on-the-ground presence through senior Fusion 5 members who have previously built media excellence expertise through multinational companies
KEY CLIENTS: MISA – Ministry of Investment, SAMF, STC TV, Saudi Games, De’Longhi/ Kenwood Group, Aston Martin, Lotus Cars
SERVICES OFFERED: Media strategies, media planning and buying, e-commerce, social media and influencer marketing
AWARDS WON: MENA DIGITAL AWARDS, GBM (global business magazine), WBO (world business outlook), TWO GOLD - best use of digital, ONE SILVER - best integrated campaign FOUR BRONZE - best integrated, performance, social & digital, 1 GOLD - best performing digital agency, 1 GOLD - best media solutions agency
Faris Al
Thawwad, Senior Media Planner, Fusion5HOW HAVE SAUDI CONSUMERS EVOLVED IN RECENT YEARS?
Saudi consumers have undergone notable changes, becoming increasingly diverse, techsavvy, and focused on obtaining value for their spending. With the emergence of a burgeoning middle class, there’s a heightened desire for products and experiences that resonate with their aspirations. While traditional values remain significant, consumers are also influenced by global trends, expecting brands to engage with them on a personal level by integrating cultural elements with contemporary styles. The Covid-19 pandemic has further accelerated the transition to online shopping, compelling businesses to bolster their digital presence.
WHAT ARE THE EMERGING DEMANDS FROM CLIENTS?
Clients are now seeking a fusion of traditional and digital marketing methodologies. They require strategies that seamlessly blend across multiple media platforms, leveraging data-driven insights to effectively target their desired audience segments. There’s a distinct emphasis on performance marketing, with clients prioritising measurable returns on investment.
Furthermore, there’s a growing preference for authentic storytelling that forges emotional connections with consumers, transcending mere promotional messages.
HOW HAS THE SAUDI AGENCY LANDSCAPE TRANSFORMED?
Saudi agencies have undergone a paradigm shift, becoming more adaptable and transitioning towards agile and integrated models. Specialised expertise in key areas such as performance marketing, social media management, and content creation has become imperative. Collaborations with influencers and technological platforms are on the ascent, facilitating the delivery of comprehensive campaign experiences.
WHAT PIVOTAL SOCIETAL CHANGES HAVE YOU OBSERVED WITHIN SAUDI ARABIA?
Saudi Arabia is witnessing a significant unlocking of its cultural and tourism potential, propelled by major developmental projects and relaxed regulations, positioning the nation as a premier tourist destination. This presents a myriad of opportunities for advertising agencies to craft impactful marketing campaigns and foster global connections.
WHERE DO YOU FORESEE THE GREATEST AVENUES FOR GROWTH IN SAUDI ARABIA?
The entertainment and tourism sectors represent vast opportunities for growth in Saudi Arabia. Ambitious projects and regulatory reforms are poised to reshape the nation into a coveted
vacation hotspot. This presents advertising agencies with substantial prospects to conceive innovative marketing campaigns and engage with both regional and international audiences.
ARE
Agencies in Saudi Arabia confront formidable challenges, including the imperative to swiftly adapt to evolving consumer preferences and dynamic media landscapes. Additionally, there’s intense competition for local talent, posing difficulties in both recruitment and retention of skilled Saudi market experts.
Head of Company: Amer El Hajj, CEO at GroupM MENA
Number of staff: 750+
+971 4 873 6700
mena@groupm.com www.groupm.com
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, and cross-channel performance (GroupM Nexus), Keyade (Performance Consultancy), 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.
GroupM Nexus - Expert services: CX, Data & Technology, Paid Search, Paid Social, Programmatic, Commerce, SEO, AdOps, Content & Innovation and Partnerships, Gaming GroupM Nexus - Media solutions: Advanced TV, Advanced DOOH, Integrated Video, Integrated Display, Integrated Cross Channel, Nexus Creative Solutions | GOAT – Outcomefocused influencer solution, Acceleration - Always-on transformation of marketing organizations, Copilot - GroupM Nexus’ AI solution. Keyade - a leading authority in performance consultancy.
Founded: 1999
Number of staff: 250+
Regional Lead: Samer Majzoub, Regional MD at Mindshare MENA www.mindshareworld.com +971 4 454 7444 mena@mindshareworld.com
Mindshare is a global media and marketing services company that operates as a part of GroupM, which is the world’s largest advertising media company. We are a leading global media agency network dedicated to propelling Good Growth for our clients through Precisely Human Intelligence and the Intentional Use of Media. Good Growth, characterized by enduring and sustainable business expansion, plays a pivotal role in shaping a better society and world. Our approach to accelerating growth involves seamlessly integrating media, creative solutions, and technology. We prioritize fostering strong customer relationships, amplifying customer voices, and implementing real-time activation strategies, all supported by data-driven insights to elicit a robust response. Pioneered as the first purpose-built company within the WPP network, we now boast a team of 10,000 individuals operating across 116 offices in 86 countries.
Services: Communication strategy, media planning & buying, investment strategy & management, adtech and martech consultancy, outcomes marketing, e-commerce, research and insights, data solutions and analytics, social media management and content ideation and creation.
Key Clients: Abu Dhabi Media Office, Americana Foods, Arab Bank, Du and Virgin Mobile, EVIC, Ferrero (Levant and Morocco), Henkel, Inma Bank, Kuwait Finance House, New Murabba, Property Finder, Public Investment Fund, Qatar Tourism, QNB, Red Sea Global, Rolex
Regional Lead: Marc Ghosn, Regional MD at Wavemaker MENA Headquarters: Dubai (MENA) and London (Global) Number of Staff: 150 www.wavemakerglobal.com +971 4 450 7300
dubai@wmglobal.com
Wavemaker is a top-five global media network and is part of GroupM, the world’s largest advertising media company. Wavemaker’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. As part of GroupM and WPP, 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.
Services:
AI, AR, Attribution Modelling, Audience Data, Automation, Client growth and Development, Communication Strategy, Consultancy, Consumer Insight, Consumer Research, Content, CRM, Data and Analytics, E-Commerce, Econometric Modelling, Effectiveness and ROI, Experiential, Influencer Relations, Insight and Communication Strategy, Inventory Solutions, Market and Audience analytics, Precision Marketing, Product Development, Production, Programmatic, Search, SEM, SEO, Social Media Strategy, Technology
Key clients: Colgate, Darwish Holding, DiDi, Dubai Islamic Bank, Edita, Ford, Friesland Campina, GIG, Honor, Huawei, L’Oréal, MDLBEAST, Nestlé, Netflix, Perfetti Van Melle, RTA, Total, Yahsat
Founded: 2023
Regional Lead: Eyad Abdul Khalek, CEO at EssenceMediacom MENA Head of Group: Amer El Hajj, CEO at GroupM MENA Number of staff: 123 www.essencemediacom.com
+971 4 449 4750
Mena@essencemediacom.com
EssenceMediacom is GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions. Born out of two pioneering agencies, EssenceMediacom fuses Essence’s performance, data, analytics and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise. As part of WPP, the world’s largest marketing communications services group, and GroupM, WPP’s consolidated media investment management arm, we have access to the richest data, most robust benchmarks and most advanced capabilities in the market. This helps us provide comprehensive solutions to all marketing challenges.
Services:
Ad Tech, Analytics, Audience Research, Biddable Media, Consultancy, Content Creation, Content Distribution, Data & Tech Specialist, Digital, Digital Consulting, Digital Transformation, E-Commerce, Insights, Media Buying, Media Planning and Buying, Media Strategy, Mobile, Research, SEO, Social, Sports Sponsorship
Key clients: Adidas, Bayer, Etisalat, Google, L’Oréal (Egypt), Mars, PlayStation, Qiddiya, Richemont, The Coca-Cola Company, Vodafone
Type of agency: Marketing and events info@ideal-choice.com ideal-choice.com
Ideal Choice Establishment was founded in 2004 and built around several main points of expertise. Within these expert services we have further divided them into two subdivisions: Ideal Choice Marketing and Ideal Choice Construction.
Type of agency: Creative info@ide-ation.com ide-ation.com
Ideation is a specialised marketing and advertising agency headquartered in the UAE, with branches in Saudi Arabia and the UK. Ideas are the core work for the agency as we develop them according to the clients’ needs and requests. We believe that each client is different and requires a special strategy.
Type of agency: Creative
Founded: 1979 (Riyadh office opened 2021) Head of company: Patrick Reid oliver.marriott@imagination.com
Imagination is an independent experience design company headquartered in London, with 14 offices worldwide.
SERVICES: Consulting, destinations, content and live experiences
Head of company: Saad Sraj Offices: Beirut & Riyadh Hello@iMetric.net
iMetric is a full-service agency dedicated to grow brands by combining metrics with innovation and people skills! We build holistic, integrated media campaigns that utilize a mix of customized solutions that fit every brand!
SPECIALISMS: Digital media planning & buying, data & analytics, SEO & SEM, programmatic advertising, social media management
KEY CLIENTS: KAEC, Jeddah Season, Doha Expo, Winter Wonderland, Hilton Hotels
Saudi offices: Riyadh and Jeddah
Head of company: Neal Patel, Managing Director – MENA hello-mena@incubeta.com
SERVICES: Creative services, digital media performance marketing, social media management, seo, adtech/martech consulting, global sales partner for Google marketing platform.
Type of agency: Events and experiential
Saudi office: Riyadh
Head of company: Shenin Hamid (Founder and CEO) events@inspiregroupme.com
Inspire is a leader in advanced event production with a world-class experiential marketing arm that together function on a global scale offering clients boundarypushing experiences that redefine brand futures.
SERVICES: Events; scenic; production; activations; event technology; event design
Type of agency: Creative Head of company: Shibin SSain, Founder & CEO; Nada Badakeh, Co-Founder & COO Saudi office: Riyadh
We’re obsessed with our craft. INSSAIN isn’t just our name, it’s our mantra. We orchestrate mind-blowing creative projects, from electrifying campaigns to immersive design experiences and impactful branding. We live for that spark of “creative madness” – it’s what fuels our people, our tools, and our relentless pursuit of doing better.
SERVICES: Branding & branded communications, creative management & sourcing, branded event activations & experiences, cinematography / visual content production
KEY CLIENTS: Saudi Arabian Cricket Federation, Saudi Heritage Preservation Society, Rolls Royce, Saudi Tourism Authority, KAFD
Type of agency: Digital info@kattanmedia.com kattanmedia.com
Kattan Media combines 40 years of experience in various fields, including marketing and media in their traditional and digital forms.
SERVICES: Social media strategy, social media management, influencers outreach, digital marketing, talent management, media planning and buying, video production, brand positioning.
Type of agency: Digital info@koraspond.com koraspond.com
Koraspond is a 360-degree digital media marketing agency that is born out of a passion for creative edge to build and deliver exceptional digital solutions.
SERVICES: Social media marketing and management, mobile app development, e-commerce solutions, web application and design, branding and copywriting, SEO, 2D/3D animations.
Type of agency: Retail ideas company Founded: 2016 Saudi office: Jeddah Head of company: Sachinn J. Laala, CEO hello@liquidretail.com
Liquid is a Retail Ideas Company, bringing together over 100 experts, who are fully dedicated to helping brands win across all forms of commerce. We solve our clients’ business problems at the speed of retail, by delivering creative, content, merchandising and execution ideas that help brands sell, wherever, however, whenever.
Type of agency: Digital info@livemena.com livemena.com
An agency founded back in 2008 that pursues online marketing, advertising and social media with a full dedication to doing them perfectly.
SERVICES: SEO and SEM, pay-per-click management services, online media planning and buying, online viral marketing, social media optimisation
Type of agency: Integrated Founded: 2011
Headquartered: Riyadh
Head of agency: Loma Jaber, Managing Director www.hewargroup.com
Info@hewargroup.com
0548119668
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 catalyse brand value creation with a flair for absolute creativity.
KEY CLIENTS: NEOM, ZATCA, Riyadh Municipality, KFCA, KFSH&RC, Zain Telecom
SERVICES: Strategic communication & public relations – digital solutions and social media – creative services – production
JABER Managing DirectorHOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
The paradigm shifts inspired by Saudi Vision 2030 have driven Saudi society towards digital adoption, with a 99 per cent internet penetration rate. The young Saudi community is among the most digitally engaged in the world. Whether in communication, entertainment, or e-commerce preferences, they demand more personalised experiences this will keep on getting better with AI and the digital advancements. In addition, Saudi consumers are reshaping their priorities in tandem with global themes.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
More brands want authenticity in content, as they aim to engage with their clients on trust and a true value exchange basis where they can have an opportunity to highlight their business cultures and operational sustainability, while demonstrating new priorities for meaningful connections.
While social media advertising maintains its growth in the Saudi market (Ad spending in the social media market could reach $453.80 million this year), we see more interest new innovative solutions such as brand-funded podcasts,
Influencer marketing (micro and nano in particular), video marketing and other solutions. While digital advancements have shifted the way agencies operate, but at the heart of every great campaign, post, video …. is still innovative, surprising, human-led creativity
HOW HAS THE SAUDI AGENCY MODEL/ OFFERINGS CHANGED?
The Saudi agency landscape is shifting towards
Fawzi Bteddini CEO
Abdulaziz Al-Ghoshayan General Manager
Loma Jaber Managing Director
digital-led integration. Agencies now stand shoulder-to-shoulder with clients as strategic partners, actively participating in decisionmaking, fostering innovation, and strengthening connections. Leveraging localised expertise, we delve into the nuances of local culture and economic landscapes within all-digital frameworks, embracing the power of generative AI, VR and AR solutions. Additionally, more marketers are considering expanding their presence in blockchain and the metaverse.
Saudi Arabia is the dream for every marketer, offering a once in a lifetime opportunity for brand and communication experts to help promote visionary Giga projects like NEOM, RED SEA Global, and Qiddiya, or playing a pivotal role in global spectacles like Riyadh Expo 2030 and the 2034 FIFA World Cup.
In addition, Saudi Arabia’s position as an emerging business hub attracts global enterprises, entrepreneurs, and startups alike. Newcomers are bringing more projects in technology, construction, and consulting, among other sectors. Also, the government’s commitment to increasing the digital economy’s GDP contribution to 19.2 per cent by 2025 signals substantial untapped opportunities in techadjacent sectors, like esports and eCommerce. For communication agencies, this translates into opportunities to expand their reach and invest in tech solutions, like gamification and AI marketing, to catalyse engagement.
Type of Agency: Creative Full Service
Location: Riyadh
Head of Company: Dani Oneisse dani@lrriyadh.com
We think local and act global. Local insights and Arabic first writing meets international production standards.
SERVICES: Creative, strategy, innovation, production, branding.
Type of agency: Creative
Founded: 2022
Head of company: Scott Feasey, CEO Andrea.Jhoolun@mcsaatchi.com
With more than 20 years of experience in the region, we are a creative solutions company like no other, helping clients navigate, create and lead meaningful change. The Group operates across five core divisions: connected creativity; passion marketing; global and social issues; brand, experience and innovation; and performance media.
SERVICES: Creative strategic communications, digital, production, PR and branding
Type of agency: Media info@maestrogroup.com maestrogroup.com
Established in 2008 in the Kingdom of Saudi Arabia, Maestro Group was founded by a group of people who believe in the power and potential of our country. We base our work on data mining, using analytics to help us uncover local day-to-day cultural insights that make people tick.
SERVICES: Event production, event management, conference management, multimedia show, AV and lighting rental, branding, advertising, digital solutions
Type of agency: Creative info@masader-sa.com masader-sa.com +966 2 657 6945; +966 2 657 6944
Founded: 2012
Regional office: Riyadh, Dubai and Jordan
Head of Company: Rami Al Qawasmi Group CEO, Mohammad Jaber, Group COO, Luca Allam, Deputy CEO.
SERVICES: Content and Publishing, AI technologies
Type of agency: Media Production Conglomerate
Head of company: Mouaz Al Hamami
Headquartered: Riyadh, Saudi Arabia info@mediaturtles.net
Media Turtles is a collective Saudi-based conglomerate specialising in all aspects of media production. We take pride in our commitment to innovation and creativity, delivering top-notch content across various domains, including film, television, digital media, animation, TV commercials, kids content and music production.
SERVICES: Film & TV Production, Music Production, Post Production, Media Consultancy, Original IP
KEY CLIENTS: Ministry of Media SA, SBA, MBC, PIF.
Type of agency: Creative and production Offices: Jeddah
General manager: Rami Alkhizzy Rami@mefan.co; Thamer@mefan.co; info@mefan.co
We come up with and produce creative ideas. We assist in customising and implementing ideas with our clients to start a journey of inspiration and turn dreams into reality.
SERVICES: Social marketing campaigns, creative campaigns, media productions
Type of agency: Digital media Headquarters: UAE/KSA/Qatar Head of company: Ihab El Yaman marketing@memob.com
+971 58 661 1057
MeMob+ is a data intelligence company that utilises AI and machine learning to help businesses increase their return on ad spend (ROAS).
SERVICES: Location & data intelligence, market research, analysis & brand lift studies, targeting & attribution, data-driven dynamic creatives, skippable & nonskippable gamified ads execution
KEY CLIENTS: McDonald’s, Unilever, DET (Dubai Department of Economy and Tourism), STA (Saudi Tourism Authority), Invest Qatar
Type of agency: Creative Founded: 2014 Headquartered: Riyadh Heads of company: Khansa Abunaji and Khaled Alshehri hi@meshbak.sa
Meshbak is an integrated creative marketing agency based in Riyadh. We develop creative solutions that reach, inspire, and make a lasting impact. Using storytelling, we tell your story through design, marketing, and campaigns.
SERVICES: Strategy and branding; creative campaigns
Type of agency: Brand Development Firm
Founded: 2011
Saudi office: Jeddah, Riyadh, and Cairo
Head of the company: Mahmoud Naseem, Founder, and Fadel Shaath, COO.
hello@milkdesign.co
Milk Network is a brand development firm that works in thought and in action. Guided by our values, we transform dreams into reality, thoughts into words, and ideas into brands that can change the world.
SERVICES: Strategy, identity, communication.
Type of agency: Creative zorba@mockupcreative.com mockupcreative.com
We are a group of young, passionate and ambitious integrated thinkers who come from different backgrounds and schools of advertising and communication, and who share the same vision: delivering to brands and consumers like never before.
SERVICES: Strategy, understanding the MVP, user story creation, technical architecture, technical specifications, brand direction, growth tools integration, design, user experience, web and mobile UI
Founded: 1985
Head of company: Dani Richa Saudi offices: Riyadh, Jeddah
Number of staff: 60+ impactbbdo.com
n.hussain@impactbbdo.com
+966 11 4653550; +966 12 6515566
Part 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. The three things we care about the most are “The Work, The Work, The Work”.
SERVICES: Advertising, brand development, corporate & reputation management, digital marketing, event marketing, integrated project management, marketing communications, marketing science, performance marketing, production, social & content marketing, shopper marketing.
KEY CLIENTS: Ministry of Industry & Mineral Resources, Ministry of Culture, Royal Commission for Al Ula, Saudi Aramco (Ithra), Public Investment Fund (PIF), Saudi Electricity Company, PepsiCo, Saudi Motorsport Company (F1, Dakar), Saudi Investment Bank, Saudi Coffee Company, Diriyah Company, ASMO, Al Rabie, Badael
AWARDS: Cannes Lions (MENA Network and Agency of the Year), Campaign Middle East (Best Creative Agency in the Middle East), Loeries (MENA Network and Agency of the Year), Campaign Global (Best Creative Agency in the Middle East) Campaign Middle East, World Creative Rankings (No. 1 Agency in MEA), WARC Creativity 100 (No. 1 Agency in MEA), Immortals Rankings (No. 1 Agency in MEA), ADFEST (No. 1 Agency in MEA), Clio Awards (No. 1 Agency in MEA), The One Show (No. 1 Agency Network in MEA), CAPLES ( Global Agency of the Year), London International Awards (Regional Agency of the Year)
Type of agency: Production house nader@moonproductionme.com moonproductionme.com
SERVICES: Creative content generation, pre-production services, production management and resource planning, video production services, post-production services, motion and computer-based graphics, full audio recording services, CD/ DVD packaging and duplication.
Type of agency: Creative info@nasher.co nasher.co
Nasher helps its partners to compete successfully in marketing and advertising strategies through excellence in producing creative content and helping them to achieve proliferation, through multiple services in all media outlets.
SERVICES: Content production, social media management, branding, advertising.
Type of agency: Creative pgintegrated.com
One of Saudi’s most established agencies, we have 37 years’ experience, in the kingdom, with over 100 diverse marketing specialists who share a passion for brands and an understanding of the market and local culture. We tailor our communication mix to suit your unique requirements – working from strategic insights to develop individual solutions, across traditional and nontraditional channels.
Founded: 1975
Type of agency: Creative Head of company: Abdalla Alsaid Saudi offices: Dhahran, Riyadh info@om.sa
om.sa
+966 13 811 1181
Onsor Mosha is a brand-led creative agency guided by strategic foundations and a deep understanding of powerful human and local insights. Born out of a sincere passion for all things creative, we help build brands through marketing communications.
SERVICES: Advertising and promotional campaigns, marketing communications, design services, internal and external corporate communications
Type of agency: Digital info@pixel-arabia.com pixel-arabia.com
SERVICES: Website design and development, mobile application development, social media management, digital marketing, digital brand design, online business consultation.
Head of company: Lara Arbid Number of staff: 250 +971 4 445 4040 info@initiativemena.com
Initiative 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 and the general population. Customer flow is built through enjoyable, engaging, and seamless experiences across CX, content and media from beginning to end. It connects every step of the customer lifecycle. When brands unite people in culture, they build fame; when brands connect individuals to their unique journeys, they build customer flow.
TECH PARTNERS: Adjust, Kochava, Appsflyer, Zapier, Oracle, Adobe GCP (Google), Datorama, Trello, Google Workspace
SERVICES OFFERED: Digital media strategy and activation, media services, communications planning, interactive media, market research, consulting, sports and entertainment, client advice, communications design, social media, partnerships, performance media, data and tech, commerce
KEY CLIENTS: Amazon, Amazon Prime Video, Riyadh Air, Americana, COTY, LEGO, IFFCO, IKEA, KIA Al Jabr, Abdul Samad Al Qurashi, Deliveroo, MSD, Miral Destinations, Eisalat by e&, Al Dar Properties
AWARDS: 12 MENA Effies, 39 MMA Smarties, 1 MENA Digital Award, 4 MENA search Awards, 1 Internationalist, 1 Festival of Media Global
Type of agency: Public relations consultancy
Founded: 2021
Headquartered: Riyadh
Head of agency: Ibrahim Almutawa www.jummarpr.com amr@jummar.co 00966 112 172 777
Founded in May 2021 in Riyadh, Jummar PR & Communications is a Saudi PR consultancy specializing in communication strategies, content creation, crisis communications, IPOs, SM, and media engagement and reporting. With expertise across various sectors, including finance, real estate, aviation, education, media, energy, sustainability, e-commerce, entertainment, and artificial intelligence, Jummar is the Saudi partner of PROI Worldwide, a global consortium of 90 independent communication agencies in 60 countries.
KEY CLIENTS: flynas, Zakat, Tax, and Customs Authority (ZATCA), Imam Turki bin Abdullah Royal Natural Reserve, Oppo, MDLBEAST.
SERVICES: Strategising & planning, crisis Communications, Media Training, Media & SM Content, IPOs & Media Relations.
INDUSTRY SNAPSHOT
MOHAMED YOUSEF
Managing Director, Jummar
HOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
Increased awareness is one of the most prominent indicators of change among Saudi consumers in recent years. This awareness challenges companies to prove their positioning, status, and credible narrative. It is no longer enough to provide a cost-effective, high-quality product or
service. Instead, you need to communicate a persuasive narrative supported by a human, societal, cultural, or environmental value.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
Understanding local culture has emerged as a crucial factor for success, giving local agencies a competitive edge over their international counterparts. The ability to think in Arabic and develop Arabic content has become a cornerstone of effective communication efforts, particularly in the Saudi market. Even global companies are recognising the importance of this mentality in creating influential narratives and content for their stakeholders.
HOW HAS THE SAUDI AGENCY MODEL/ OFFERINGS CHANGED?
Many agencies are now adopting a partner model. This approach is not just about ensuring the highest level of productivity and agility but also about maintaining continuity. While the nature of solutions and services remains largely unchanged, the focus has shifted to the modeling, methodologies, and forms of providing these solutions and services.
WHAT IS THE BIGGEST CHANGE YOU HAVE SEEN WITHIN SAUDI SOCIETY?
The competition of Saudi companies to leading established global brands, Saudi success stories have become global role models in many sectors, pioneering projects the Kingdom seeks to
accomplish and transforming Saudi cities into attractive destinations for investors, entrepreneurs, innovators, and whoever looks for empowerment, success, and innovation opportunities. There is a new dreamland in progress on the Kingdom’s map for the world after other countries have monopolised it. Recently, the world has become more curious about exploring the Kingdom and learning about its history, heritage, and culture, which gives communicators a golden opportunity to convey a valid image about the Kingdom to the world.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI?
Transforming Riyadh into one of the 10 most important economic cities in the world, within the goals of Saudi Vision 2030, opens promising horizons and tremendous growth opportunities, especially for the corporate communication sector, which will be at the heart of building impactful and positive relations between companies, investors, society, and people.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
A major challenge is the pace of rapid transformations to make the Kingdom a global destination for investments in non-oil sectors, such as tourism, artificial intelligence, creative economy, and e-commerce. The Saudi market is now a playfield for tense competition, not just for market share, but for talent and human capabilities.
Type of agency: Digital info@promenti.com promenti.com
At Promenti, we provide a complete continuum of marketing and creative services to help you get your message to your clients in a strategic and compelling way. We’ll help you develop a plan to engage your clients and stir them to action, then we unleash our creative team with deep experience across a wide range of marketing disciplines.
Type of agency: Events info@promovision.com.sa promovision.com.sa
Promovision started its operations in 1993 in Saudi Arabia, managing global brands with the best practices worldwide and meanwhile adapting to local insights and boundaries. It was founded by a Saudi entrepreneur with impeccable credentials, a PHD in logistics and more than 22 years’ experience in the events and experiential field.
SERVICES: Events management, experiential marketing, creative concepts and production
Type of agency: Creative Saudi offices: Jeddah, Riyadh Head of company: Taha Alawi Alsafi info@redimpactarabia.com
A leading Saudi advertising agency and the only Saudi member of The NetworkOne – the largest global network of independent agencies – with a proven track record of achievements and management of megaprojects for public and private sectors, including recognisable projects for Saudi 2030 Vision.
Founded: 2011
Head of Company: Mai Abaza, CEO; Allaa Ramadan, COO; Mariam Toulan; CCO
Headquarters: Saudi Arabia, Egypt
Established in 2011, we’re passionate storytellers revolutionising communication standards in the Middle East. Expanding into Saudi Arabia, we aim to redefine the industry with PR services that captivate hearts and minds. Our proud track record includes serving 150+ companies across the region, a testament to our commitment to excellence.
SERVICES: Corporate communications, media relations outreach, publicity, content creator & influencer outreach, media monitoring & intelligence reporting
KEY CLIENTS: Uber, Spotify, Manga, NBA, Katara studios
Founded: 2023
Head of company: Mohanan Nambiar
Headquartered: Riyadh, Saudi Arabia.
Radix Media is a dynamic agency specialising in innovative digital marketing solutions tailored for the Middle East and North Africa region. With a focus on strategic planning, creative content, and cutting-edge technology, we drive impactful results for clients across diverse industries.
SERVICES: Insights & Data Analytics, Integrated Media, Social & SEO Planning, Performance & Commerce Planning, Technology Integrations & Partnerships , Content, Community & Influencer Management
KEY CLIENTS: Liva Insurance, Lamb Weston, Saudi Food Show, Alpha Italia, ACWA, Zoho
Type of agency: Creative, Digital, Media
Founded: 2011
Offices: Riyadh, Cairo, Dubai www.kijamii.com info@kijamii.com +966112080880
We are a performance-driven advertising agency. Our aim is to deliver culturally resonant creative results both online and offline for our partner brands to drive growth and make an impact. We do so through our range of services spanning strategy, creative, social, paid media, consumer insights, production and studio. Since 2011, we have been honing our creative prowess, insight precision, digital fluency and cultural awareness to deliver measurable high-impact results.
SERVICES: Consumer insights, strategy, creative, social, sports, production, media planning & buying
KEY CLIENTS: Netflix, Tiktok, Shahia Foods, MUVI Cinemas, AlMajdouie Motors
AWARDS WON: Dubai Lynx Independent Agency Of The Year, Dubai Lynx Grand Prix Winner
Type of agency: PR and events info@prphenomenal.co prphenomenal.co
Phenomenal is a Saudi public relations and event management agency founded by Shadi Zahid in 2006. It believes in Saudi capabilities, which is why it is managed by Saudis, giving the company an advantage as it is more in-tune with the local, GCC and MENA markets. Phenomenal provides strategic solutions to clients in order to highlight and improve their company’s image through creative plans that include media relations, event management and promotion campaigns based on international standards.
Type of agency: Production house info@ritixgroup.com 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. Ritix Group is one of the leading companies in the kingdom, with more than 200 projects completed.
Type of agency: Digital +966 53 555 3740
Building an intergalactic experience in digital product design and development, leading to a digital transformation journey. 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.
Founded: 2005
Type of agency: Production house mamdouh@rowadmedia.com.sa rowadmedia.com.sa
Rowad Media was established in 2005 to provide world-class Arabic media and entertainment content with Saudi hands, to form an integrated, creative work environment in the media and entertainment sectors with professional standards. SERVICES: Media production, renting, cinema, events management, design, theatre, TV, consulting, training, investment
Type of agency: Media Headquartered: Riyadh Head of Company: Ghaleb Abdoun info@relymedia.net
Rely is a media planning and buying agency located in Riyadh. Through a team of experienced media professionals, our job is to make the most effective use of the advertiser’s media budget, where the ad message is delivered to the right audience at the right cost.
SERVICES: Media consultancy; digital and traditional media planning; media investment management; market research
KEY CLIENTS: Max, Centrepoint, Homecentre, Splash, Home Box, Camel Club
Head of company: Lara Arbid Number of staff: 120 www.magnamena.com +971 4 445 4647 info@magna-global.com
At 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 strategic and innovative mindset.
Guided by our commitment to excellence, our ‘Performance Pathways’ planning framework signifies continuous enrichment and evolution of every aspect of our product – technology, processes and most importantly, our people.
The expertise of our dedicated professionals ensures our clients benefit from cuttingedge solutions that yield tangible results. As part of MCN and globally IPG, we offer an immense value of research, tools and competitive rates, capitalised through our group’s clout and buying power. That’s the Magna difference.
TECH PARTNERS: Adjust, Kochava, Appsflyer, Branch, Zapier, Oracle, Adobe, GCP, Datorama, Flashtalking, Salesforce, Microsoft, Google
SERVICES: Digital and traditional media services, integrated media strategy and activation, communications planning, market research, consulting, social media activation, SEM, programmatic media buying, mobile partnerships, analytics and dashboard, dynamic creative optimisation
KEY CLIENTS: Nahdi Pharmacy, Subway, Baskin Robbins, Banque Saudi Fransi, Twinings, Super General, Dubai Holding Group, Dubai Properties, Meraas, Jumeirah Hotels, Dubai Parks & Resorts, Global Village, Commercial Bank of Dubai, Hitachi, Canon
Founded: 1999
Head of company: Mohammed Nagah, Managing Director ME
Headquartered: Al-Khobar City mnagah@sara.com.sa
Sara United Advertising was founded in 1999 as a unique digital advertising factory dedicated to creating, planning, and handling advertising campaigns. SUA has proved all over the past years its innovative marketing fingerprint; We thrive in the business of brand building.
SERVICES: Creative marketing strategy, digital marketing & social media management, exhibition booths & event management, media production, website development
KEY CLIENTS: Aramco, Sabic, DHL, Juman, Gree KSA
Founded: 2018
Head of company: Meshari AlMuhanna
Headquartered: Riyadh Hello@sifr.sa
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 se ing them in a league of their own. The ring without a middle, beginning, or end, Sifr represents an infinite gateway of creativity.
KEY CLIENTS: Diriyah Gate Company, King Salman Park, SABIC, Mercedes, Cartier
Type of agency: Production house info@sd-e.net sd-e.net
Silkdeer Entertainment is a leading entertainment group in Saudi Arabia. Upon establishment, 2002, the company began with film production and motion graphics, and due to the absence of broadcast networks and cinema, focus shifted to the private sector, a market that has long desired local and quality productions. Today, Silkdeer Entertainment is home to a consortium of companies in a variety of disciplines, all within the entertainment field. Each company operates individually in its realm of expertise.
Type of agency: Creative Services: Branding, advertising info@sketchcb.com +966 12 639 0066
Type of agency: Digital info@smartsocial.me smartsocial.me
We are diligently looking for everything new in the world of social media – all the hidden technologies, all the distinctive success stories around the world, and on the basis of which we develop our long executive list. Then we take all these technologies to put them in your hands and achieve your goals, and therefore our team is a social media agency; they are not just a group of people who live on the internet.
Founded: 2002
Offices: Riyadh and Jeddah Headquartered: UAE
OMD is the world's largest media network with more than 12,000 people working in over 100 countries As the world grows with opportunities, the key is reacting to them, by making better decisions, faster - combining innovation, creativity, empathy and evidence to help them move faster, reach further and take smarter risks every day
Services:
Strategic planning & investment management, performance marketing, data and technology consulting and implementation, analytics and e-commerce transformation/marketplace management
Contact: hellosaudiarabia@omd.com | Riyadh: +966 11 216 7796 | Jeddah: +966 12 657 3087
Founded: 2006
Offices: Riyadh Headquartered: UAE
Guided by the ethos ‘Make the Leap’, PHD is renowned for driving disproportionate growth through transformative and creative ideas PHD is one of the most forward-thinking media agencies, challenging convention and breaking new ground in strategic thinking and planning Built on a culture of thought leadership, innovation and creativity, it is one of the world's fastest growing agency networks. Globally, PHD has more than 6,000 staff, more than 100 offices worldwide, and is part of Omnicom Media Group
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
Founded: 2006
Headquartered: UAE
Pioneering Growth Velocity, Hearts & Science is designed for clients who want to change their game We are a media solutions partner that goes further to accelerate both business growth and brand momentum As the growth acceleration agency, Hearts & Science achieves the best brand and business results with end-to-end solutions that activate conversions and reduce complexity throughout the consumer journey
Services:
Integrated media planning/buying, e-commerce, marketing science & ROI modeling, digital marketing transformation, business growth acceleration, Martech consultancy/implementation, CRM/ customer experience consultancy
Contact: MENA@Hearts-Science.com | +971 44 500 450
Head of agency: Adel
Baraja, CEO Publicis Communications KSA www.publicisgroupe.com mena.inquiry@ publicisgroupe.com
Publicis Communications is the creative hub of Publicis Groupe, bringing together Leo Burne , Publicis Middle East, Saatchi & Saatchi and MSL in the region.
Leo Burne was built on a simple belief that the most creative, most effective, and most powerful work has people at its core - their needs, wants, dreams, and hopes.
Publicis Middle East shares a common ambition: to help clients and their brands to be and to remain the leaders they want to be, to “Lead the Change”.
Saatchi & Saatchi is a full-service, integrated communications network. They are in the business of ge ing 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 that engage multiple perspectives and holistic thinking to build influence and deliver impact.
SERVICES: Marketing comms strategy & consultancy, creative content and production, social & digital media strategy, branding, audio-visual production, influencer marketing & management, strategic planning, in-store activation, events support.
KEY CLIENTS: Procter & Gamble, Nestle, Aramco, Ferrero, General Motors, Goody, Ithra, McDonald’s GCC & KSA, Nestlé, Royal Commission for Al-Ula, PepsiCo, Saudia, Sunbulah Group, Sync, Total Energies, Key Car Rental, SAB, Al Munajem, Al Ula Film, Tasaru, Alfa Co., Salam Telecom, Salam Mobile, Hawaei, Saudi Tourism
AWARDS WON: Cannes Lions (first ever Lion to be won for Saudi Arabia), MENA Effies, Dubai Lynx, WARC, Loeries, Cresta, NYF, AME, London International Awards, Jay Chiat, Art Director’s Club, AdFest, Clio, Gerety, One Show, MMA Smarties
Type of agency: Media
Founded: 1926
Head of company: Tony Wazen, CEO of Publicis Media ME
Email: mena.inquiry@publicisgroupe.com
Website: www.publicisgroupe.com
Publicis Media is the media hub under Publicis Groupe comprising four agencies in the Middle East: Digitas, Spark Foundry, Starcom and Zenith. Digitas is the premier integrated advertising agency that connects media, creative, data, and technology to deliver modern marketing solutions to clients. Spark Foundry combines start-up spirit with marketplace clout to offer innovative media solutions. With expertise in luxury, retail, travel, and banking, Spark Foundry helps clients achieve higher engagement, affinity, and transactions through one-to-one consumer engagement. Starcom believes in putting people at the forefront of everything they do. They design Human Experiences that close the gap between what people want and what brands need to grow and thrive. Zenith is the ROI agency with a unique way of thinking that inspires growth for brands globally. Their work spans analytics, data & technology, performance marketing, content, and superior trading.
SERVICES OFFERED: Media Consultancy, Media Planning and Buying, Branded Content, Data and Analytics, E-Commerce, Digital & Performance Marketing Solutions, CX, CI, Measurement.
AWARDS: 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.
KEY CLIENTS: Haleon, Stellantis, LVMH, P&G, Almarai, Aramco, McDonald’s GCC, Neom, Public Investment Fund, Samsung, Saudia, Saudi British Bank, Total Energies, Mondelez, Abu Dhabi Tourism.
Type of agency: Integrated Marketing Agency
Founded: 1926
Head of company: Bassel Kakish, CEO Publicis Groupe ME&T
Email: mena.inquiry@publicisgroupe.com
Website: www.publicisgroupe.com
Publicis Groupe is the largest communications group in the world. Founded in Paris in 1926, we are present in more than 100 countries as leaders in marketing, communication, and digital business transformation. At Publicis Groupe, you are connected to our global network, intelligence, tools, clients, brands and 96,000 brilliant minds with expertise in data, technology, media, strategy, creativity, and business transformation, all literally at your fingertips. Through our unique ability to architect, build and orchestrate end-to-end solutions, Publicis Groupe is exclusively positioned to help clients unlock growth in the Platform World through the intersection of data, creativity, media, and technology.
SERVICES OFFERED: Publicis Groupe is organised across solution hubs which intersect to provide seamless solutions. Publicis Communications is the creative communications division comprising Leo Burnett, Publicis, Saatchi & Saatchi and MSL. Publicis Media harnesses the power of modern media with brands Spark Foundry, Starcom, Zenith and Digitas. Publicis Sapient is the digital business transform arm. At the core of the Groupe is Epsilon, delivering personalised experiences at scale.
AWARDS: Cannes Lion, Campaign Agency of the Year Awards, MENA Effies, Dubai Lynx, Loeries, Jay Chiat, LIA Awards, CLIO, AdFest, D&AD, Cresta.
PUBLICIS GROUPE REMAINS A STEP AHEAD IN A COOKIE-LESS WORLD
Type of agency: Creative hello@tajalla.co tajalla.co
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: Strategy, branding, social media management, OOH, radio ads, video, photography, copywriting, SEO, advertisement, design, motion graphics, signage, web design, infographics, publications.
Type of agency: Full-service agency
Saudi office: Riyadh
Co-CEOs and partners: Basel El Deeb and Ahmed Tarek commsservices@tareknour.com
A multifaceted powerhouse, the first communications firm of its kind in Egypt, widely considered to be the pioneer of advertising in the Middle East. We have launched numerous firsts in the region, the most memorable campaigns and paved the way for a generation of creative minds to shape our evolving field.
Type of agency: Creative hello@taurus.co.com taurus.co.com
Intrinsic values make up the basis for any human experience and facilitate delivering the desired impact. We believe that every experience is a human experience, and that learning only comes from doing. Hence, using empathy and intuition as our primary tools, at Taurus we design experiences that fulfill human needs, address human preferences and unlock human mindsets.
Type of agency: Creative Founded: 2011 Saudi office: Riyadh CEO: Alaa Yousef Fadan sales@telfaz11.com
A creative media production company with offices in Saudi Arabia and the UAE specialising in locally relevant entertainment content from the Middle East. Led by a passionate team of storytellers and social influencers, the company specialises in digital content creation and client-led commercial productions, with an eye to expand its unique offering to long-form series, movies and feature films.
Type of agency: Creative enquiries@tphddbsa.com tphddbsa.com
DDB is one of the world’s largest and most awarded advertising and marketing networks and part of the Omnicom Group. With over 25 years’ experience in the kingdom, DDB’s ethos has come to life in a uniquely Arabic manner. We understand that that although Arabic is the common language, the variety of cultures that reside in the country couldn’t be more different, and each has to be considered when crafting creative communication. SERVICES: Design, advertising
Founded: 1990
Head of agency: Srinivas Devulapalli, Senior Vice-President MENA, Publicis Sapient www.publicissapient.com Publicissapientmena@publicissapient.com
Publicis Sapient, 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. United by our core values and our purpose of helping people thrive in the brave pursuit of next, our 20,000+ people in 53 offices around the world, we combine experience across technology, data sciences, consulting and customer obsession to accelerate our clients’ businesses through designing the products and services their customers truly value.
SERVICES OFFERED: 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
AWARDS: 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
Type of agency: Fully integrated marketing communications Founded: 2010
Saudi office: Riyadh
Head of agency: Maan Bou Dargham, CEO www.quillmena.com info@quillmena.com +966 50 047 2264
Quill, is a strategic integrated marketing communications agency known for its regional reach and innovative approaches. With a strong belief that “ordinary” is not an option, Quill excels in transforming businesses through integrated marketing and communications strategies. Quill’s expertise is evident in their successful campaigns for high-profile clients across the region including KSA. Leveraging its proprietary IQ Model, Quill crafts compelling and cohesive narratives that resonate with diverse audiences, driving sustainable growth.
KEY CLIENTS: Red Bull Mobile Saudi, Geely Auto ME, Al Rawabi
SERVICES OFFERED: Comprehensive 360-degree communications encompassing digital and social media, PR and media relations, branding and production services, and event services.
HOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
In recent years, Saudi consumers have embraced digital and social media, leading to a mobile-first approach that has pushed all industries to enhance their online and digital experiences. Personalised and dynamic marketing approaches are now highly effective, as more consumers value cultural sensitivity, local relevance, and sustainability. This renewed pride in Saudi culture and heritage, combined with a growing young population eager for new experiences and global trends, is driving exciting changes in the country.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
Saudi Arabia is aiming high, with aspirations unbounded by budgets or limitations. This evolving mentality among Saudi nationals and clients reflects a strong desire for top-tier services, driven by Vision 2030’s ambitious goals spearheaded by Deputy Crown Prince Mohammed bin Salman. Clients now seek innovative solutions and personalised, culturally relevant marketing strategies. There is also a growing demand for sustainable practices and high-quality, immersive experiences that blend Saudi culture with global trends.
INDUSTRY SNAPSHOT
HOW HAS THE SAUDI AGENCY MODEL/ OFFERINGS CHANGED?
The evolution of our Saudi office has been remarkable. At Quill, we have successfully extended our proprietary IQ Model to Saudi Arabia, transforming insights into impactful and compelling communication narratives. Unlike most agencies in the region that offer singular expertise, our strength lies in offering integrated communication solutions. Our comprehensive approach positions us to meet the diverse needs of the market and drive meaningful progress. We firmly believe in “Made in Saudi, Thinking in Saudi,” which means adapting our regional and
international know-how to the local culture. By recruiting Saudi talent and deeply embedding ourselves in the local context, we ensure our strategies and solutions are both relevant and effective.
WHAT IS THE BIGGEST CHANGE YOU HAVE SEEN WITHIN SAUDI SOCIETY?
The most significant change I have observed within Saudi society is a remarkable surge in openness and acceptance of change. This is evident in their continuous quest for fresh perspectives and their willingness to adapt to novel concepts and ideas.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI?
The growth potential in Saudi Arabia is vast and largely untapped, leaving much of it to the imagination of organisations operating in this market. It is through innovative thinking, creative strategies, and a deep understanding of the evolving consumer landscape that businesses can truly unlock the immense growth opportunities that Saudi Arabia offers.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
One of the biggest challenges we face in the Kingdom is securing access to qualified talent. The vast and largely untapped growth potential in Saudi Arabia requires innovative thinking, creative strategies, and a deep understanding of the evolving consumer landscape to unlock the immense opportunities available. Overcoming this talent gap is crucial for leveraging these opportunities and driving sustainable growth.
Type of agency: Public relations/communications
Founded: 1998
HQ: Jeddah, Saudi Arabia
Head of company: Mohamed A. Al Ayed, CEO www.traccs.net
info@traccs.net
KEY CLIENTS: Public Investment Fund (PIF), Jeddah Historical District, Jeddah Development Authority, Al Ittihad Club Co., Olayan Financing Co., American Express, Al Qadsiah Club, Saudi EXIM Bank and AgriServ
SERVICES: Advisory-based solutions, content, training:
Type of agency: Creative info@ttp.sa
ttp.sa
TTP is a creative agency that started in 2012 with one objective: to be your creative partner that helps in all your business and marketing needs. Your team of account managers, creative thinkers, experience and visual designers is there to partner with you to make great things that resonate.
SERVICES: Marketing, marketing strategy, branding, advertising, content creation, art direction
Type of agency: Creative info@ubrand.sa ubrand.sa
Ubrand was founded on the idea of providing creative communication solutions characterised by progressive thinking and commitment to the client’s success. It reflects a desire to create and spark dialogue between people and brands through communication channels without sacrificing local culture authenticity.
SERVICES: Advertising, digital marketing, social marketing, brand development, communication, content marketing, branding, media, media production, and events
Type of agency: Creative uturn.me
Uturn, the leading Arabic entertainment network in MENA, was founded in 2010 in Jeddah, Saudi Arabia. Uturn produces premium content with the aim to promote Arabic content globally.
Headquartered: Riyadh (MEA), NY (Global)
Regional MD: Tarek Khalil
Type of agency: Fully integrated
Founded: 2023
Heads of company: Rami Hmadeh, Azhar Siddiqui, Ramy Abdelrehim, Saleh ElGhatit
Saudi offices: Riyadh and Jeddah www.house-of-communication.com/int/en.html r.hmadeh@house-of-communication.com +966126161266
Serviceplan Group is Europe’s largest independent advertising agency group, offering all communication services under one roof with its ‘House of Communication’ (HoC) concept. Serviceplan Group Middle East, was launched in 2010 in Dubai, and caters now with offices in UAE, Saudi Arabia, Lebanon and Egypt, to the MENA region, delivering integrated solutions for building best brands. Serviceplan Arabia, established in 2023, addresses local nuances of the Saudi market, offering fully integrated services together with Mediaplus Middle East
KEY CLIENTS: Abdul Latif Jameel, Nahdi Medical Company, Abbott Diabetes Care, Cardex, Sela
SERVICES: Business and comms strategy and consulting; creative and content development; media strategy planning, buying and data analytics; digital; performance and social marketing; e-sports & gaming
AWARDS: Dubai Lynx: Independent Agency of the Year (2024 & 2022), 5 Gold, 3 Silvers, 8 Bronzes; CLIO: Grand Clio 2024; LIA: Global Independent Network of the Year 2023; Cannes Lions: Independent Network of the Year 2022
Founded: 2012, 2023 (in the region)
KSA office: Riyadh Head of company: Jonathan Gainer jonathan.gainer@motivate.ae surfaceaerials.com +971 56 162 5900
An aerial filming and photography production house specialising in aerial cinematography, drone light shows, drone-based 3D (virtual production/digital twins) and architecture photography. Helmed by Aerial DOP Jonathan Gainer, Surface flies everything from heavy-lift cinema drones, cine-FPV and helicopters with Cineflex and Shotover systems. The company is fully licensed, GACA-approved, with inhouse creative, experienced aerial coordinators and seamless permissions workflows.
SERVICES: Aerial filming and photography, drone light shows, film production, dronebased digital twins + 3D maps for gaming, heritage and virtual production
KEY CLIENTS: KSA Quality of Life Program, Top Gear, Richard Hammond’s Big, Mercedes Trucks, Volocopter, UAP, Abu Dhabi Media, Aldar
Type of agency: Influencers marketing agency
Founded: 2015
UAE Headquarters: Studio City, Dubai KSA Headquarters: Riyadh, KSA
Head of company: Amer Massimi https://starfish.agency/ +971 044578678 info@starfish.agency
Starfish Agency stands at the forefront of micro influencer marketing in the GCC region, catering to the diverse needs of major brands with creative campaigns. Boasting a decade of industry expertise, their dedicated team combines talents from creative to production, ensuring every campaign surpasses expectations. With an extensive database of influencers across GCC countries, they prioritise authentic connections over transactions, resulting in over 1500+ successful campaigns to date. Leveraging their proprietary technology, they provide advanced reporting and realtime insights, while their strategic locations in Dubai and Riyadh facilitate seamless communication and market understanding. At Starfish, excellence isn’t just a goal; it’s their standard, driving them to continually innovate and deliver unparalleled results.
SERVICES: In House co-creation , Starfish Analysis tools , Creative Strategy , Influencer Management, Reporting, Dashboard & Starfish Application
KEY CLIENTS: Hyundai, Carrefour, Alsafi Danone, Activia, Max Fashion, Logitech, MSI, Betty Crocker, Bioderma, Esthederm & Etait Pur
Type of agency: Creative
Founded: 2007
Head of agency: Steven Hetzer
Saudi office: Jeddah
sweetwatermea.com contact@sweetwatermea.com +966126905872
Sweetwater is an award-winning independent brand experience agency, creating globally renowned work for the world’s greatest brands. As a brand experience agency, Sweetwater works holistically across the realms of advertising, activation and events. All powered by insightful, strategically-rooted, amplifiable big ideas that deliver both commercial results and cultural credibility. With operations in KSA, UAE and Qatar and experience activating across 27 markets and 3 continents, Sweetwater is what happens when 16 years of homegrown innovation goes global.
KEY CLIENTS: adidas, Hyundai, Sephora, SELA, MDL Beast
SERVICES: Experiential and events, sponsorships and entertainment, guest management and operations, stunts and activations, content and influencer marketing
AWARDS: Sweetwater MEA has won dozens of regional and global creative awards, including Cannes Lions, Dubai Lynx, The One Show, Clio and MEES, as well as being ranked #2 Independent Agency of 2023 at Dubai Lynx
INDUSTRY SNAPSHOT
STEVEN HETZER CEO and FounderWHAT IS YOUR OUTLOOK ON THE SAUDI CONSUMER?
We’ve been operating in Saudi Arabia for 12+ years and are so proud of where the nation has come from and is going. We see a few key trends, including a frustration with fakeness and a resistance to ‘traditional’ influencer marketing – that’s quite interesting. We particularly love the unstoppable drive of Saudi women. Our work with Hyundai in the Her Souq campaign underlined the wide range of women-led small businesses with big ambitions. We see the youth discovering and expanding passion points, from gaming and music to fitness to beauty, and beyond, evolving them in their own ways.
WHAT IS THE BIGGEST OPPORTUNITY FOR BRANDS?
We see a lot of missed opportunities with brands looking for quick fixes instead of investing in platform creation. Instead of waiting for the perfect event venue or media booking, we need to look to adding value by introducing new platforms, like Coke Studio did for the music industry, or Michelin did for fine dining. If you
build it, they will come. More dedicated experiential marketing assets on client side will also unlock massive opportunities for the future.
WHAT ARE THE GREATEST OPPORTUNITIES IN THE KINGDOM FOR AGENCIES?
Ask not what the Kingdom can do for you; ask what you can do for the Kingdom. Because now, when the first bumps in the road appear and there is a fear that the gold rush is finished, THAT is the perfect time to deepen roots. It’s when the builders stay, seeing a long-term project, worth the wait for those who believe in Vision 2030 and stick around to contribute in whatever way they can to making it happen. We’ve been in Saudi Arabia for a long time, and we will be there for even longer.
WHAT DOES THE NEAR FUTURE HOLD FOR THE SAUDI ADVERTISING AND EXPERIENTIAL MARKET?
The buzz over Saudi’s advertising market will ebb and flow as is normal for a market charting a new course; as it does, we’ll find out who’s in it for real. Some will run off, realising the competition is fierce, the talent demands and client standards increasingly high, and business challenging if everyone is competing for the same slices of the same pie. That’s why it’s time to help grow that pie; to realise that as an industry looking for long term growth, we need to make long term investments, adding more than we take. The post-hype, quality-driven, savvy marketers of
Saudi Arabia will work with the best, and the best will excel here.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
Hiring is challenging because truly locally rooted talent is so in demand, supplier standards vary widely (both in terms of quality and costs), and we still want to see the venue network for events and activations continue to grow, because currently, demand outstrips supply.
Founded: 2000
Head of agency: Reda Raad, Group CEO tbwaraad.com
dan.leach@tbwaraad.com
+966 59 699 6842
We are a collective of creative minds with an unlimited creative canvas. We create brand platforms that defy convention, compete with culture, grow businesses and drive progress. Our collective is made up of passionate, dedicated individuals with expertise across the total brand experience — from retail to social, from B2B to experiential, from innovation to production, from design to content. And Disruption® is the glue: the unifying, proprietary methodology that makes it all happen.
KEY CLIENTS: Infiniti, KFC, NEOM, Nissan
SERVICES OFFERED: Disruptive creativity that helps the region’s most iconic brands capture an unfair share of the future
AWARDS: Best Workplaces for Women 2024 - Fast Company Middle East, Most Innovative Companies in the Middle East 2023 - Fast Company Middle East, The World’s Most Innovative Companies 2023 - Fast Company
Managing Director, KSA, TBWA
Saudi Arabia is in the midst of unparalleled transformation. With initiatives like Vision 2030 reshaping the country’s economic landscape, we see an ambitious drive to diversify industries ranging from entertainment and hospitality to sports and tourism. The pace of change is staggering, and disruption is at the heart of the country’s evolution. As the Managing Director of TBWA, Saudi Arabia, I’ve witnessed firsthand how our unique methodology is not just suited to this environment but thrives in it.
Our Disruption® philosophy is built on challenging the status quo and finding white space opportunities where others see obstacles. It is tailor-made for a country like Saudi Arabia, which is redefining itself through bold initiatives that echo the spirit of disruption.
We have seen a huge amount of progress in just the past few years. Riyadh and Jeddah are hosting events that would have been
unthinkable a decade ago – Formula E, the Diriyah Tennis Cup, and the MDL Beast music festival, to name a few. The Red Sea Project and NEOM are set to transform global tourism. And, the Saudi Pro League’s investment in international football stars signals a new era for sports.
In this dynamic landscape, we view Disruption® as an opportunity to create new markets and redefine categories. But that is only possible by harnessing and fostering local talent that can bring Saudi’s cultural nuances to the forefront of the world’s stage.
We’re proud to be part of Saudi Arabia’s transformation. We’re not just observers; we’re participants, harnessing Disruption® to drive the Kingdom’s vision forward. By challenging conventions and embracing the new, we position our clients at the forefront of local creativity that thrives on the world stage. Saudi Arabia is rewriting its story, and TBWA is here to help tell it.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
HOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
Saudi Arabia has one of youngest populations in the planet and they are becoming adults by the minute. That means, they are more digitally savvy and motivated by what a brand stands for. They also look for value amongst the plethora of consumable goods in the market.
Clients are pivoting to where the consumer is. They are now more interested in engaging with them in digital spaces from gaming to social media platforms.
HOW HAS THE SAUDI AGENCY MODEL/OFFERINGS CHANGED?
The traditional is dying out. Now we’re looking into how can we help our brands to keep telling their stories through different mediums and stay connected to the culture in many different ways.
WHAT IS THE BIGGEST CHANGE YOU HAVE SEEN WITHIN SAUDI SOCIETY?
They have more belief and drive to reach the best out of their potential. History is being made on the daily here and everyone wants to be part of it.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI?
Gaming and consumable content are the future. If you can’t keep your brand relevant on a daily basis, it’s game over.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
The main challenge is honing and retaining talents in this competitive market. Keeping young talent inspired and motivated is something we work on continuously.
IT ALL STARTS WITH A FULLSTOP
Wafy
Type of agency: Marcom consulting and event services
Saudi offices: Riyadh and Jeddah
Head of company: Mohammed Abbas, CEO and Saleh Lzeik, Head of Marcom Consulting info@wafyapp.com
Wafy offers deep functional and industry expertise in the fields of marketing communications, event services, media and tech. We are passionate about taking on immense challenges that ma er to our clients and communities.
SERVICES: Marketing communications consulting and event services
Type of agency: PR Saudi office: Riyadh CEO: Ziad Hasbani 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
Type of agency: Creative we@wetheloft.com wetheloft.com
We build brands and materialise their image. Our brands constantly evolve, because their core is a soul with a consistent, relatable, and memorable identity.
SERVICES: Strategy and direction, consultation, brand strategy, communication strategy, art direction, photography and motion
Founded: 2013 Head of company: Amro Abo Onoq (CEO) Headquartered: Riyadh, KSA info@xelement.co
XELEMENT is an award-winning, full-service agency, leading in advertising, branding, and media solutions. We understand brands, uncover unique success factors, and create powerful success stories.
SERVICES: Advertising & communication, brand strategies & development, marketing consultancy, intergrated media solutions
KEY CLIENTS: Riyad Bank, Kinza, Sports Boulevard, Dallah Hospitals
Founded: 2004
Head of agency: Joe Nicolas, CEO, UM MENAT and Mohammad Mannaa, CEO, UM KSA Telephone: +966112152211 Website: umww.com/locations/Riyadh
UM, part of IPG Mediabrands and MCN, is the #1 media agency group in the region for the 7th consecutive year as per the latest 2024 RECMA report. At UM, we believe in balancing the now and the next to futureproof our clients’ brands and businesses. We’re a media agency fueled by creativity and innovation, to give our clients a competitive edge in the marketplace.
Services: Google Marketing Platform certified, fully integrated media planning and buying, data science, data analytics, social media, gaming, e-commerce, social commerce, content marketing, audience planning, segmentation, UX & UI, SEO, programmatic & affiliate marketing. Omni-channel specialists in offline, digital, search and social, sports rights identification and valuation, portfolio management
Key Clients: stc, Jawwy Mobile, mystore, Sabic, SRMG, IoT Squared, Center 3, Nespresso, AlSafi Danone, Diriyah Season, Diriyah Gate ETi, Trendyol, Upfield
Awards: #1 MENA Media Agency RECMA, 2024 and for the last 7 years running; Agency of the Year, MMA Smarties 2022; 3 bronze Effie MENA 2022; 3 gold, 3 silver, 3 bronze Effie MENA 2021; 21 MMA Smarties 2021, including 10 gold awards; 10 Dubai Lynx Awards 2020, 2 Search Awards 2020; 9 MMA Smarties 2020
IFTAR IS ALWAYS BETTER
Client: Abdul Latif Jameel Motors (Toyota)
Agency: Serviceplan Experience
The Ramadan campaign from Serviceplan Arabia and Abdul Latif Jameel Motors – Toyota takes a different approach to the Holy Month. Set in the corniche of Saudi-city Khobar, the ad takes a more comedic approach while maintaining the spirit of Ramadan and generosity. Departing from typical family-centric themes, this year’s spot delves into communal experiences during Ramadan. The focus on Al Khobar’s Corniche celebrates Saudi Arabia’s culture, while the narrative and direction aims to capture tradition and diversity in the film, showcasing the spirit of Saudi culture in an authentic way.
5VS5
Client: Riyadh Season / General Entertainment Authority
Agency: BigTime Creative Shop
The 5 vs 5 fight card is a unique and revolutionary concept that has generated significant speculation and excitement across the boxing world. It puts Queensberry and Matchroom, two of Britain’s finest boxing stables
Here’s a selection of some made-for-KSA campaigns from this year
DIRIYAH SEASON
Client: Diriyah Season
Agency: UM and FP7 McCann KSA
UM and FP7 McCann KSA have collaborated to launch a regionalfirst campaign for Diriyah Season using TikTok OOP. Turning the Saudi TikTok community into billboard stars, renowned creators captured their Diriyah Season experiences. These moments were then shared across prominent OOH screens in Riyadh, inviting the public to join in the celebration and share their own Diriyah experiences. Since its launch, the campaign has garnered significant attention and engagement, showcasing hundreds of individuals and various experiences from Diriyah Season across strategically located OOH screens in Riyadh, including locations like Riyadh Boulevard and City.
Client: Saudi Tourism
who share a fierce rivalry, on a collision course for June 1st. Frank Warren and Eddie Hearn secretly selected five of their most thrilling, high-profile fighters across each division, keeping the names hidden until a press conference just days before the event. Never in the history of boxing has something like this been done and it is one of the standout events on Riyadh’s calendar this year.
A recent campaign for Saudi Tourism using footballing superstar Lionel Messi reached 747 million across 92 countries in 20 languages, according to a report by CARMA. In total, the “Go Beyond What You Think” campaign garnered engagement of 84.3 million. The campaign is anchored on the common misconceptions about Saudi Arabia, and invites audiences to experience the vibrant cultural transformation taking place across the country.
NEXTSTOPSAUDIA
Client: Saudia
Saudia has released a series of videos accompanied by a teaser film for its latest campaign #NextStopSaudia. The campaign boasts a total of 6 main episodes of what is touted to be the first season of the series. The episodes are accompanied by a teaser film. The Next Stop series sees filmmakers and travel enthusiasts David and Naomi travel around the Kingdom visiting different cities.
Client: Saudi Heritage Preservation Society (SHPS)
Agency: INSSAIN
In 2022, the Saudi Heritage Preservation Society (SHPS) underwent a bold rebranding to reinvigorate its mission and connect deeper with communities. The new identity seamlessly blends traditional Saudi motifs with contemporary design. The logo, a modern take on the iconic diamond shape, features five lines symbolising the
spirit of heritage flowing through the five regions. A hidden Arabic inscription for heritage reflects the importance of transmitting traditions. This impactful rebranding exemplifies the power of design for non-profits, solidifying SHPS as a leader in cultural preservation and heritage with its positive influence on communities. The rollout included a website refresh, branded communication tools, and a brand film showcasing the logo, concept, and SHPS’s achievements in safeguarding heritage.
BSF
Client: Banque Saudi Fransi
Agency: R/GA
Premium bank Banque Saudi Fransi has rebranded to BSF, through a partnership with agency R/GA EMEA. Signalling the transition to sole Saudi ownership, the new identity and name reaffirm BSF’s Saudi roots and its modern outlook to the financial services and economic growth in the Kingdom. As brand design partner for BSF, R/GA was responsible for leading the brand strategy and identity for the rebrand. It also built a custom digital asset generator, which crafts unique patterns. Using typography, such as a client’s initials or the new ‘BSF’ brand name, the generator creates patterns that distinguish lines of business, from personal to corporate to private banking through to assets for individual customers. Central to the work at each stage was the R/GA philosophy of building brand as an operating system, creating tools rather than rules.
Client: Saudia
Agency: Leo Burnett Saudi Arabia and Saatchi & Saatchi Dubai
Every year, millions of pilgrims from around the world travel to Makkah for the pilgrimages Hajj and Umrah. These are the world’s largest annual human gatherings. To help retain the best health and safety measures, as Saudi Arabia’s national airline, and the “world’s most popular airline for religious travel” to Makkah, Saudia has created a new innovative product for all its guests to have a healthier and sanitary pilgrimage journey. ProtecTasbih are the first prayer beads that sanitise hands. It has been distributed to Saudia guests, as they journey to pilgrimage and were handed out across the holy city of Makkah.
DAR ALULA
Client: Dar AlUla
Agency: The Bold Group
Dar AlUla performed on the global stage and showcased centuries of tradition and culture in the form of Folk songs. The band has been thriving in AlUla while safeguarding the art of Saudi folk songs under a variety of genres like Alzir, AlSamri, and AlKhabiti. They were brought into the spotlight to perform with Alicia Keys on the Maraya stage. This catapulted the popularity of the band and left The Bold Group with an opening to create an identity. The journey of Dar AlUla from a band to a known brand started with the agency designing a logo, and creating a curated social and web page reflecting the essence of the band. Showing the beauty of Arabic poetry and Saudi music, while also showcasing the uniqueness of the band members as Dar AlUla. Launching Dar AlUla also put Saudi folk music on the registry of beautiful folk music of the global music library.
Client: KFC Arabia
Agency: TBWA\RAAD
KFC and Cheetos have joined forces to introduce a new culinary creation: Crunchin’ Cheese Fried Chicken. Chuck Studios, the global food advertising specialist, has teamed up with KFC Arabia and Pepsico’s Cheetos to introduce the restaurant’s latest creation, the ‘Crunchin’ Cheese Chicken’. Rolling out across the Middle East, the campaign is a crunchfilled 80-second live-action film showcasing Colonel Sanders and a CGI Chester the Cheetah dancing it out in the kitchen to perfect the new recipe, combining KFC’s signature breaded chicken with a special Cheetos coating.
Industry experts behind the latest Diriyah Season campaign, a regionalfirst utilising TikTok Out of Phone (OOP), talk about how collaborative campaigns are shaping the future of advertising trends in the Kingdom and beyond.
HOW DO YOU DEFINE TRUE INNOVATION FOR SAUDI ARABIA?
In our industry, ‘innovation’ is a buzzword that’s thrown around a lot, but often falls short in practice. Every conversation and project request seems to demand innovation, but most of the time, it doesn’t deliver. Let’s break it down: there’s basic improvement, which some might call innovation, and then there are big ideas that never actually happen. True innovation, in my opinion, is about making things happen. It’s about coming up with new ways to do things that work and generate results. Our Diriyah Seasons campaign is a great example. By fusing TikTok with OOH, we reached more people in Riyadh and got some serious attention.
Nadeem Ibrahim, Head of Digital, UM KSA
HOW HAS DIRIYAH SEASON INNOVATIVELY ENGAGED DIVERSE AUDIENCES IN SAUDI ARABIA TO ENHANCE ITS BRAND APPEAL?
Diriyah Season has adeptly navigated the balance between targeted engagement and mass appeal by leveraging innovative strategies. Through tailored experiences and culturally rooted programming, it has captured the attention of various demographic segments, from local communities to international tourists. By embracing technology and social media platforms like TikTok, Diriyah has further broadened its reach engaging younger audiences and tapping into global trends. This multifaceted approach not only enhances Diriyah’s brand appeal but also fosters a sense of inclusivity and cultural exchange. Moving forward, collaborative efforts signal a promising direction for Saudi Arabia’s innovation landscape, hinting at a future where technology and creativity converge to shape transformative experiences and trends.
Nawaf Rajeh, Director of Marketing, Diriyah
WHAT ROLE DOES A SOLUTION LIKE TIKTOK OOP PLAY IN AMPLIFYING THE UNTOLD STORIES OF SAUDI TO NEW AUDIENCES?
TikTok’s OOP advertising solution, exemplified by the Diriyah campaign, revolutionises brand storytelling beyond
‘‘True innovation, in my opinion, is about making things happen”
mobile screens. Leveraging TikTok’s popular format, OOP offers a fresh avenue for engaging audiences. With TikTok’s reputation for immersive experiences, OOP ensures heightened attention and engagement, tapping into real-life footfall. Brands capitalise on creator-led media for enhanced resonance and competitive advantage in out-of-home advertising. OOP bridges digital and physical realms, elevating brand recall through tactile experiences. Its versatility fosters an omnichannel approach, harmonising online and offline brand narratives. While ensuring brand safety, OOP presents a strategic evolution for brands to innovate and thrive in a dynamic market, aligning with TikTok’s broader vision of redefining social engagement.
Mario El Feghali, Head of Travel & TourismMENA, TikTok
WHERE DO YOU ENVISION INNOVATION TAKING SAUDI ARABIA, AND HOW DO YOU SEE COLLABORATIVE EFFORTS LIKE THIS CAMPAIGN INFLUENCING FUTURE TRENDS?
In the Kingdom, there’s tons of room for true innovation. Brands want it, agencies crave it, and tech companies build it. But that doesn’t mean you should jump on every idea. It’s about picking the right true innovations that deliver real, big results and can be re-used, not just a ‘one-hit wonder’. Collaboration is key, not only for getting those big results but also for setting new trends that benefit the industry. With all the giga and mega projects happening in the Kingdom, we have a chance to change how advertising works. TikTok OOP is just one example of the cool stuff coming out of KSA, with more to come.
Nadeem Ibrahim – Head of Digital, UM KSA
Less transformation, more trailblazing! As Saudi Arabia blazes through its journey of innovation, the narrative surrounding the Kingdom is poised to enter its next phase. While the country continues to make headlines for its remarkable transformation efforts, the spotlight will pivot towards stories of trailblazing new frontiers. Bolstered by a strategic vision and ambitious megaprojects to show for, the Saudi Arabia of today is well positioned to not only embrace tech advances to transform, but to spearhead innovation and lead by example. Propelling this shift forward, is the media and creative sector, which sees the Kingdom’s community of creators and consumers come together to set new trends in how we interact with content and mediums in a now ‘phygital’ reality. The Diriyah campaign is a testament to that evolution, and the beginning of many future successes that showcase the power of harnessing breakthrough tech as well as collective creativity, to shape innovation in the Kingdom and beyond.
Mario El Feghali - Head of Travel & Tourism, MENA, TikTok
Looking ahead, collaborative campaigns underscore Saudi Arabia’s trajectory towards innovative cultural storytelling. This fusion of tradition and technology not only shapes transformative trends locally but also positions the Kingdom as a leader on a global stage.
Nawaf Rajeh, Director of Marketing, Diriyah
Nowhere else in the world is there a land of opportunities like Saudi Arabia. We are the right local partner to capture the essence of your business and connect you with your stakeholders so that YOU can be a part of ‘The Biggest Success Story in The 21st Century’
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