“I’m honestly in love with the Saudi local ads”

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What are the biggest challenges agencies face today in the Saudi Market: talent, regulation, competition, and consumer fragmentation, and how are you addressing them?

 To be honest, I think one of the biggest challenges today in Saudi is the talent gap, especially when it comes to strong creative profiles. Finding that “star” who really understands creative direction, storytelling, and fast-paced brand work is not easy. The good part is that the government is really pushing to empower new talent. We’re seeing more art exhibitions, creative workshops, and cultural initiatives, which is amazing and already starting to show results.

 But the market still needs a lot of development, particularly in the business side of the creative industry. Clients today are more demanding, expectations are higher, and competition is tougher than ever. So having talent that’s not only creative but also understands business, strategy, timelines, and client management is becoming essential.

 For us as an agency, we try to fill this gap by combining local potential with experienced regional talent, and by investing time in coaching the younger team members. It’s a learning market with huge potential, but it requires a lot of training, structure, and real hands-on experience to reach the level the industry is moving toward.

 What are the biggest opportunities for brands in the Kingdom today, and how are agencies helping clients tap into them?

 The biggest opportunities for brands in Saudi today come from being the first to move, the first to speak loudly, and the first to catch the big fish in a country that dreams big.

 Saudi Arabia is in a moment where every sector is evolving, and every brand wants a seat at the table. The competition is fierce, and everyone is trying to take the biggest slice of the cake before the rest of the market catches up. In this environment, the brands that win are the ones that act fast and act boldly.

 Clients today want to stand out, they want to be louder, more creative, more culturally aligned, and more unique than anyone else around them. And honestly, that’s exactly what the Saudi consumer expects. Saudis have a sophisticated taste, and they can immediately tell when something wasn’t created for them. So, the opportunity is huge for any brand that speaks their language, reflects their culture authentically, and blends into their lifestyle in a natural way.

 This is where agencies like us come in.

Our job is to help brands carve out their space before the market becomes overcrowded. We guide them on how to be bold but strategic, how to create work that is relevant, and how to build a presence that feels truly Saudi, not imported, not duplicated from Dubai, not generalized for the GCC. What works here works only here.

With the right mix of creativity, cultural intelligence, and speed, brands can own their category early and grow with the country’s momentum. And honestly, right now, Saudi is the place where the brands with the courage to lead can win big.

Consult FEER, a new marketing consultancy powered by FEER McQUEEN & Flag M Group

How has the Saudi advertising landscape evolved over the past five years, especially with Vision 2030 accelerating digital transformation and creative industries? 

Since I came to Riyadh, almost 5 years ago, the Saudi advertising has transformed and honestly, it feels like we’re living in a different market compared to when I first started working here. Vision 2030 didn’t just accelerate digital transformation; it unlocked a creative movement. The energy now is completely different. Brands want bold ideas, strong creative direction, and data-driven strategies that deliver results in real time.

 What I personally love the most is the rise of Saudi creativity. I’m honestly in love with the local ads I see today, they’re real, authentic, and they speak directly to Saudis. There’s a certain flavor in Saudi advertising that you won’t find anywhere else. People outside the Kingdom sometimes assume that whatever works in the Gulf, like Dubai, will automatically work here, and that’s completely wrong. Saudis have a very specific, sophisticated taste, and they want communication that’s tailored to them. What works in Saudi usually doesn’t work outside, and vice versa. And that’s exactly what makes this market so exciting.

 Another big shift is the growth of creative industries, art exhibitions, film, culture events, and so many platforms giving new talents a voice. You can feel that creativity is being encouraged, and pushed forward. But at the same time, the market is becoming more demanding. Clients expect excellence, speed, and originality, and agencies have to elevate their game.

 From my perspective working and living in Riyadh, agencies today are not just execution partners, we’re strategic partners. The bar is high, the expectations are high, but the opportunities are massive. Saudi has become one of the most dynamic and inspiring markets to work in, not only in the region but globally.