“The voice of the “new Saudi” is still being shaped “

In a region undergoing one of the most ambitious transformations in the world, Saudi Arabia has emerged as a dynamic hub for creativity, innovation, and brand building. Driven by Vision 2030, the Kingdom’s advertising landscape has rapidly evolved fueling digital acceleration, reshaping consumer behavior, and opening new frontiers for storytelling. In this exclusive interview, Tarek Miknas, CEO of FP7 McCann MENAT, shares his perspective on how the market has transformed over the past five years, the key opportunities brands can seize today, and the pivotal role agencies play in helping clients navigate and thrive in this fast-changing environment.

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

It has evolved tremendously. In 2020, the Kingdom earned its first Cannes Lions award, and with increased participation since then, we’ve seen a steady rise not only in entries but in wins. This is clear evidence of a growing appetite for world-class creativity. Just three years later, in 2023, the first Grand Prix made its way home to Riyadh.

Vision 2030 has accelerated transformation across every industry, attracting top global and regional talent and cultivating a national culture of excellence across all industry. Saudi talent today is more empowered, ambitious, and expressive than ever before. There has never been a better moment for creativity to flourish in the Kingdom.

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

The biggest opportunity for brands in the Kingdom is to fulfil Saudi Arabia’s ambition of being the world’s best at everything without losing our local identity. This happens when brands and agencies embrace future-forward thinking while grounding it in Saudi sensibility, language, insight, and culture. When we combine these with technology (in and when it truly adds value), we can be sure that our unique creative flavour would be exported to the world.

3. 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 plays a colossal role. Consumers everywhere respond to what feels real, relatable, and close to them. They trust brands that understand them, speak like them, laugh with them, and empathise with their lives. Saudi Arabia is no different.

What makes it uniquely exciting here is that the voice of the “new Saudi” is still being shaped. With every brief, creatives in the Kingdom are helping define a clearer, more distinct cultural expression; one that resonates deeply with Saudis while standing tall on a global stage.

4. What are the biggest challenges agencies face today in the Saudi market - talent, regulation, competition, consumer fragmentation - and how are you addressing them?

Talent is certainly one of the biggest challenges. Historically, our industry did not attract local talent, so agencies were largely staffed by expatriates. Today, market relevance, client expectations, and regulatory changes have rightly pushed for stronger national representation.

With talent still scarce, agencies find themselves competing for the same individuals, who often move between agencies in search of new experiences, corporater cultures, challenges, and of course, new and improved compensation.

Thankfully, we are now witnessing a new generation shaped by social media, inspired by creators and entering the industry with excitement. They are native to digital platforms, instinctively understand the culture, and bring confident, ambitious, unapologetic creative voices. Seeing them enter the workforce and unknowingly redefine the rules of engagement is one of the most encouraging shifts in the 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?

We are preparing for a future defined by a “Saudi-for-Saudi” creative world. Local agencies are experiencing extraordinary growth, enabling them to invest in data-driven tools, strategic planning rigor, and stronger creative approaches that will empower them with creativity greater depth and consistency.

Multinational agencies will continue to thrive, powered by strong national talent and serve as the voice and gateway to the Kingdom’s global ambitions and reach. There will be space for everyone, and this healthy competition will continue to elevate creative expression and drive global recognition for Saudi creativity.