“Our campaigns are culturally relevant, while we also maintain global standards.”

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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?

In the past five years, Saudi Arabia's advertising landscape has rapidly shifted, driven by Vision 2030’s emphasis on innovation and digital transformation. The rise of digital platforms has led brands to explore new ways to engage consumers through social media, e-commerce, and immersive experiences. At our agency, we've transitioned from traditional advertising to tech-driven campaigns using AI, AR, and VR, allowing us to create more interactive and data-driven content that resonates with the evolving Saudi audience.

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

Vision 2030 and its government-backed projects offer the biggest opportunities for brands. Initiatives like NEOM and the Saudi Green Initiative provide platforms for brands to align with the nation’s transformation. Technology also plays a key role, with e-commerce and digital platforms creating new avenues for engagement. Our agency helps clients tap into these opportunities by crafting strategies that leverage these initiatives and technological trends, ensuring their relevance in an evolving market.

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 crucial in Saudi advertising, as most of the audience is local. We ensure our work reflects Saudi values by collaborating with local talent and gathering insights throughout the creative process. This approach ensures our campaigns are culturally relevant, while we also maintain global standards by incorporating international best practices in design and technology, making our work competitive on a global scale.

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

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

Agencies face three main challenges:

1. Talent acquisition: Attracting top local creative talent, particularly in design and art direction, remains difficult. We address this by fostering a growth-oriented environment within our agency.
2. Competition: The rise of government-backed initiatives in various sectors has led to an increase in similar products, creating a competitive market. We overcome this by focusing on creative differentiation.
3. Production costs: High production costs often push agencies to seek production outside Saudi Arabia. We manage this by partnering with international production companies while ensuring the content remains culturally authentic.

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 next decade will see more digitalization, with AI and immersive technologies like VR and AR playing a central role in creating personalized consumer experiences. As cultural authenticity becomes an expectation, brands will need to move beyond respect and truly advocate for local values. Our agency is preparing by investing in cutting-edge technologies, talent, and data analytics, ensuring we remain at the forefront of the creative evolution shaping Saudi Arabia's Vision 2030 journey.