“Work that doesn’t feel genuinely Saudi simply doesn’t connect”

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

Saudi Arabia has undergone one of the fastest creative transformations in the region. Vision 2030 didn’t just modernize the market, it pushed brands to think bigger, act bolder, and communicate directly with a digitally native generation. The shift has moved from traditional media to platform-native storytelling, especially across TikTok, Snapchat, and YouTube.

Data now sits at the center of every brief. Clients expect real-time attribution, dashboards, and campaigns tied to performance KPIs. Culturally, authenticity has become essential; audiences respond to work that reflects their language, humor, and ambition - not imported narratives.

For agencies like Interesting Times, this evolution has meant becoming true partners in growth, not just suppliers of campaigns. We now build digital ecosystems, content engines, and integrated experiences that contribute to the country’s momentum. Saudi has become one of the world’s most exciting creative markets.

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

Saudi today is full of opportunities - new sectors, new audiences, and a national appetite for innovation. But to unlock this potential, brands need partners who think beyond advertising. At Interesting Times, every brief is approached with an entrepreneurial mindset. The goal isn’t just to deliver campaigns, but to help clients create new revenue streams, improve unit economics, and build ideas that drive both culture and commercial impact.

Interesting Times works with clients on shared KPIs (growth, acquisition, conversions, retention). When creativity is tied to real business outcomes, the work becomes sharper, braver, and more effective.

The biggest opportunities lie in platform-native content, experiential branding, digital products, and ideas that directly influence behavior. Success requires a partner deeply connected to local culture while capable of merging creativity with business strategy. This is where Interesting Times adds the most value.

What role does cultural authenticity play in advertising in Saudi Arabia, and how do you ensure your work resonates with local audiences while appealing to global standards?

Cultural authenticity is essential in Saudi Arabia. Work that doesn’t feel genuinely Saudi simply doesn’t connect. At Interesting Times, authenticity starts with language and nuance - not translation, but the humor, rhythm, and expression Saudis use naturally. It also means avoiding 

clichés and reflecting the modern, confident, and diverse identity shaping the country today.

Authenticity must pair with global craft. Great filmmaking, design, and digital execution remain non-negotiable. That’s why Interesting Times involves Saudi writers, creators, and directors from the earliest stages of concept development. They help shape the work, not validate it at the end.

For Interesting Times, authenticity isn’t a step in the process - it’s the foundation.

What are the biggest challenges agencies face today in the Saudi market, and how are you addressing them?

The biggest challenge in the Saudi market today is cashflow, and it comes before anything else. The pace is rapid, production costs are high, and many agencies fall into the unsustainable habit of funding campaigns before receiving payments. At Interesting Times, this cycle is intentionally broken. Campaigns must be properly funded and financially committed before production begins.

Financial discipline also ensures compliance with government procurement systems - VIS, documentation, timelines, and payment structures - which are becoming increasingly strict and essential to follow.

Talent is no longer the primary concern. Global creatives, strategists, and technologists are moving to Saudi, forming a powerful mix of experience and fresh perspectives. This influx will help shape the next generation of Saudi talent and elevate the entire industry.

Looking ahead, what long-term shifts do you expect in Saudi advertising, and how is your agency preparing for the next decade of transformation?

The future of Saudi advertising will be defined by ecosystems, experiences, and intelligence. Brands will shift from seasonal bursts to always-on platforms that integrate content, community, CRM, loyalty, and digital journeys into one continuous system.

Physical experiences (events, entertainment, tourism, retail) will merge with digital touchpoints, requiring agencies to design holistically across both worlds. A new generation of Saudi creative and tech talent will drive this shift, supported by an influx of global expertise. AI will further accelerate change through personalization, predictive insights, and efficient production models.

Interesting Times is preparing by investing in data, AI-enhanced creativity, experience design, and entrepreneurial strategy. The objective is not only to be a creative partner, but a business-growth engine, building ideas that shape culture while directly impacting client KPIs and revenue.