SRMG and Naif Alrajhi Investment partner to transform media and advertising in MENA
The agreement brings together SRMG's newly launched SRMG Media Solutions (SMS) with Naif Alrajhi Investment's diversified assets.
Saudi Research and Media Group (SRMG) has announced a strategic partnership with Naif Alrajhi Investment, a prominent Saudi investment firm with a strong footprint in the regional media landscape. The collaboration aims to accelerate innovation and growth across the media and advertising sectors through two primary pillars: expanding Phi's Out-of-Home (OOH) advertising network and collaborating with Veyron Marketing to drive forward-thinking media solutions.
At the heart of the partnership is SRMG's newly launched SRMG Media Solutions (SMS), a data-driven advertising powerhouse that represents an influential portfolio of brands including Asharq Al-Awsat, Asharq News, Asharq Business with Bloomberg, Arab News, Hia Magazine and Thmanyah. The alliance will integrate SMS's extensive reach and multi-platform content capabilities with Naif Alrajhi Investment's diversified assets to deliver more impactful advertising solutions.
Phi, a major player in the Middle East's OOH advertising sector, will now be empowered to expand its operations through SMS's distribution channels, which span digital, social media, television and print. Meanwhile, Veyron Marketing—known for its creative marketing strategies and media planning expertise—will benefit from access to SMS's suite of advanced advertising offerings, including digital formats, branded storytelling and experiential marketing.
The partnership reflects a shared vision to enhance digital capabilities, drive innovation and unlock new commercial potential. By combining SRMG's global media influence with Veyron's and Phi's market knowledge and infrastructure, the collaboration promises to create a robust ecosystem for brands looking to connect with audiences across Saudi Arabia and beyond.
SRMG CEO Jomana R. Alrashid said: 'This partnership is a convergence of vision, impact and capability. By uniting Phi's comprehensive presence and Veyron's operational expertise, combined with SRMG Media Solutions' services and reach of over 170m users, we are creating a dynamic ecosystem that empowers brands to engage audiences with unmatched relevance and impact.'
Naif Saleh Alrajhi, Chairman and CEO of Naif Alrajhi Investment, commented: 'This partnership reflects our shared commitment to delivering innovative advertising solutions, creating exceptional opportunities for both regional and global advertisers. By partnering with SRMG and SRMG Media Solutions with our own assets, we are positioning brands to engage with audiences in new and meaningful ways. The strength of Naif Alrajhi Investment lies in our diversified portfolio and strong presence across key sectors, which allows us to offer unique, high-impact opportunities that go beyond traditional media. This Partnership not only leverages the incredible growth in Saudi Arabia but also aims to shape the future of the media and marketing landscape globally.'
The partnership underscores SRMG's expansion through SMS, which leverages a global audience of over 170m users across platforms such as Asharq News, podcasts and experiential activations. This, coupled with Naif Alrajhi Investment's diversified portfolio, positions the partnerships to drive economic growth and redefine regional advertising standards.
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