Industry Snapshot: Beyond the Middle East marketing playbook
In this industry snapshot, dentsu KSA's Ahmad Haidar explains why Saudi Arabia deserves its own marketing playbook; driven by cultural nuance, digital transformation, and a consumer-first mindset.
It is important not to group Saudi Arabia within 'Middle East marketing strategies', but instead to focus on marketing specifically for Saudi Arabia because of …
Saudi Arabia's unique cultural, social, and economic landscape necessitates tailored marketing strategies. Unlike other Middle Eastern markets, Saudi consumers exhibit distinct preferences shaped by local traditions and values. Understanding these nuances allows brands to connect authentically, driving engagement and loyalty. At dentsu KSA, we specialise in delivering insights and strategies that resonate with the Saudi market.
Brand, marketers and agency leaders in Saudi Arabia must prioritise…
consumer centricity above all. Brand leaders in Saudi Arabia must prioritise understanding their consumers deeply. This involves leveraging data-driven insights to create personalised and relevant experiences. As Saudi consumers become more selective, brands that align with their values – such as sustainability and innovation – will foster stronger connections. We help brands to navigate this landscape effectively, driving loyalty and growth.
The biggest marketing disruption in Saudi Arabia in the next two years will be …
the integration of advanced digital technologies. As consumers increasingly embrace digital experiences, brands must adapt to this shift by utilising AI and data analytics for personalised marketing. This evolution will redefine engagement strategies, requiring creativity and agility to capture consumer attention effectively.
We're excited about Saudi Arabia's Olympic Esports Games 2027, Expo 2030, and FIFA World Cup 2035 because …
they will showcase the Kingdom's commitment to innovation and cultural exchange. They will also provide a platform to highlight the creativity and authenticity of Saudi art and culture. We are eager to utilise these events in our clients' favours, we cannot stop thinking of the amazing campaigns our team can develop. I see that brands can leverage these moments to connect with diverse audiences, telling compelling stories that resonate locally and globally.
The biggest proportion of marketing budget allocation for brands in Saudi Arabia should be towards …
digital transformation and content marketing. Personalised experiences for Saudi locals in digital marketing are essential. Investing in digital channels and high-quality content will drive brand visibility and foster deeper connections. This allocation will ensure brands remain relevant and competitive in a rapidly evolving market.
Local Saudi Arabia icons, celebrities, influencers, and gamers will have an effect on Saudi marketing because…
they resonate deeply with their massive number of followers especially Gen-Z who currently dominates the markets and has a very strong voice and purchasing power. Brands must be strategic in selecting representatives, prioritising those who genuinely resonate with their audience. Honest and authentic experiences will always prevail, as consumers are becoming increasingly discerning.
The most important challenge that needs to be addressed within Saudi Arabia creative, marketing, and advertising industry is …
the rapid pace of change in consumer preferences and technology. Agencies must be agile and innovative to keep up. Additionally, it's essential to foster a collaborative environment that encourages creativity while also ensuring that teams have the skills to deliver effective, relevant campaigns in this dynamic landscape.
By Ahmad Haidar, Managing Director, dentsu KSA
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Arabian Post
2 days ago
- Arabian Post
Saudi Arabia Pushes for Larger OPEC+ Oil Output Increases
Arabian Post Staff -Dubai Saudi Arabia is advocating for accelerated increases in oil production within the OPEC+ coalition, aiming to reclaim market share lost during past output cuts. The kingdom is reportedly pressing the group to raise supplies by more than 400,000 barrels per day for August and possibly September, signalling a clear shift in strategy amid evolving global energy demands. The decision underscores Saudi Arabia's intent to capitalise on high seasonal demand in the northern hemisphere summer months. By scaling back production curbs more aggressively, Riyadh seeks to boost revenue and solidify its influence over global oil markets as supply dynamics shift. This approach reflects broader geopolitical and economic calculations, especially as global economies adjust to fluctuating energy needs and the ongoing transition to cleaner energy sources. ADVERTISEMENT OPEC+ has been managing oil supply carefully since 2020, following the severe demand shock caused by the pandemic and ensuing market volatility. Initial drastic cuts helped stabilise prices, but the alliance has gradually increased output to balance rising demand. Saudi Arabia, as the largest producer within OPEC+, holds substantial sway in determining the group's production policies and has been central to managing these supply adjustments. This move to hasten production hikes also coincides with concerns over emerging market demand and the possible impact of economic slowdowns in key economies such as China and Europe. Saudi officials appear confident that increased output will prevent rivals, including the US shale sector and other non-OPEC producers, from expanding their share amid tightening market conditions. Industry experts highlight that Saudi Arabia's push for faster supply growth may be aimed at pre-empting market share erosion by ensuring that OPEC+ remains the dominant supplier globally. Since mid-2022, the kingdom has carefully recalibrated its production to respond to volatile price trends and geopolitical uncertainties, including tensions in the Middle East and disruptions caused by sanctions on Russia. The timing of the proposed output rise is critical. Summer months traditionally bring peak consumption due to higher energy needs for cooling in developed markets, which can drive up prices. Saudi Arabia's intention to increase supply during this window suggests an effort to maximise returns while stabilising prices to avoid sharp fluctuations that could undermine consumer confidence and economic recovery. Global oil markets remain sensitive to a variety of factors including inflationary pressures, currency fluctuations, and shifting consumer behaviour. While demand for fossil fuels is under pressure from environmental policies and the accelerating transition to renewables, oil remains a crucial commodity in the global energy mix. Saudi Arabia's strategy to secure market share through supply management is thus seen as a pragmatic response to balancing short-term profitability with long-term market relevance. ADVERTISEMENT OPEC+ member countries have historically struggled to reach consensus on output levels, with diverse national interests shaping negotiations. Saudi Arabia's dominant position, reinforced by its vast production capacity and financial reserves, often allows it to influence group decisions. However, some members have expressed concerns about aggressive supply increases potentially undermining prices and fiscal stability. The broader geopolitical landscape also plays a role in shaping OPEC+ policies. Tensions involving key players such as Russia, which holds a significant share in the alliance, and ongoing conflicts in the Middle East add layers of complexity to supply decisions. Riyadh's leadership in pushing for larger hikes indicates confidence in managing these risks while maintaining its strategic goals. Market analysts note that US shale producers have responded to higher prices by increasing output, albeit with some operational constraints. Saudi Arabia's efforts to accelerate OPEC+ production are seen as a counterbalance to this trend, aiming to keep global supply within manageable limits and avoid price spikes that could trigger demand destruction or accelerate the shift to alternatives. Saudi Aramco, the kingdom's state-owned oil giant, plays a pivotal role in implementing the supply strategy. Its vast infrastructure, including refineries and export terminals, supports the planned output increases. Aramco's ability to ramp up production rapidly without incurring excessive costs provides Saudi Arabia with a competitive edge in the global energy market. Environmental considerations also influence production decisions. While the global push for net-zero emissions is intensifying, OPEC+ nations, led by Saudi Arabia, continue to argue for the essential role of oil in energy security and economic development. The kingdom is simultaneously investing in cleaner technologies and diversifying its economy to reduce dependence on hydrocarbons in the long term. The interaction between Saudi Arabia's production policy and global economic indicators remains closely monitored by investors and policymakers alike. Oil prices affect inflation rates, trade balances, and geopolitical stability, making OPEC+ decisions crucial beyond the energy sector. The kingdom's assertive stance on output could signal a more proactive approach to managing these broader economic impacts. Analysts emphasize that while Saudi Arabia seeks to regain market share, the volatility of global markets and uncertainties surrounding demand growth require cautious optimism. Supply increases must be balanced against potential oversupply risks, which could trigger price declines detrimental to all producers within OPEC+.
Broadcast Pro
3 days ago
- Broadcast Pro
NMK Electronics and SRS Group to expand power and lighting solutions across GCC
Initial conversations began at the SLS Show in the Kingdom of Saudi Arabia in 2024, followed by detailed evaluations of potential distributors. NMK Electronics has announced a strategic partnership with global manufacturer SRS Group to distribute advanced power distribution, rigging and lighting technologies across the Gulf Cooperation Council (GCC) countries, including the UAE, Saudi Arabia, Qatar, Oman, Kuwait and Bahrain. SRS Group, known for its innovative technology in the live events and installation sectors, selected NMK Electronics after an extensive search for a regional partner. The decision was influenced by NMK's industry reputation, technical expertise, and strong regional presence. Initial discussions between the companies began during the SLS Show in Saudi Arabia in 2024 and were solidified at ISE 2025, where both sides aligned on a mutual vision for growth. Samuel Sloboda, CEO of SRS Group, said: 'We're excited to partner with NMK for the Middle Eastern market. Their dynamic team, expertise, and shared values make them an ideal fit for our brand. We look forward to a successful collaboration and to building strong connections across the region. This strategic partnership strengthens NMK's power, rigging, and lighting portfolio while expanding its reach across live events, rental, venue installations, and fixed applications positioning both companies for long-term regional success. Curtis Seed, Brand Manager at NMK Electronics, added: 'This announcement marks a commitment from NMK to deliver class leading Power, Lighting and Rigging solutions to the Middle Eastern market. We are proud to represent SRS Group in this region and look forward to our future growth together.' The collaboration reflects a joint commitment to quality, innovation, and sustainable growth across the regional AV industry.
Tourism Breaking News
3 days ago
- Tourism Breaking News
Middle East passenger numbers set to reach 530 million by 2043: IATA
Post Views: 53 Passenger traffic across the Middle East is expected to soar to 530 million by 2043, effectively doubling from current figures, according to the International Air Transport Association (IATA). The 20-year forecast anticipates an average annual growth rate of 3.9% in passenger numbers from 2023 to 2043, slightly surpassing the global average of 3.8%. Also, the region is set to achieve the highest net profit per passenger globally, expected to post a net profit of $6.2 billion, representing an 8.7% profit margin, well above the global average, driven by strong economic performance and demand for both business and leisure travel. As per the IATA Passenger reports, 'Middle Eastern airlines saw a 14.2 per cent year-on-year increase in demand. Capacity increased 9.9 per cent year-on-year, and the load factor increased by +3.0 percentage points to 79.3 per cent compared to April 2023.' With hubs like Dubai, Doha, and Riyadh leading the charge, the focus must now shift to ensuring all parts of the region are equipped to benefit from the coming wave of air traffic and infrastructure development.
