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Marketing is ‘future-forward in the Kingdom'

In this Industry Snapshot, TBWA\RAAD's Dan Leach explores how future-forward marketing is redefining the landscape in Saudi Arabia – driven by AI, hyper-personalisation, deep cultural relevance, and a generation eager to form meaningful connections. It is important not to group Saudi Arabia within 'Middle East marketing strategies,' but instead to focus on marketing specifically for Saudi Arabia because… Saudi is moving at its own speed under Vision 2030. A young, digital-first population and a surge of new industries demand messages that speak to local culture and ambition—one size for 'the Middle East' simply misses the mark. Above all, brand, marketers, and agency leaders in Saudi Arabia must prioritise… Deep cultural relevance. Go past surface storytelling to reflect Saudis' daily habits, values and pride, turning real insights into ideas that feel genuine and foster meaningful connections. The biggest marketing disruption in Saudi Arabia in the next two years will be… AI everywhere – real-time personalisation, predictive analytics and AI-generated content – leading to hyper-relevant messaging and immersive digital experiences while blending with the Kingdom's fast-rising entertainment and tech scene. We're excited about Saudi Arabia's Olympic Esports Games 2027, Expo 2030, and FIFA World Cup 2035 because… They put Saudi on the world stage and open huge canvases for brands to merge on-ground experiences with digital storytelling, earning both local love and global reach. The biggest proportion of marketing budget allocation for brands in Saudi Arabia should be towards… Data-driven digital experiences – social, gaming, AR/VR and mobile – that let Gen Z and millennials interact, personalise and share in real time. Local Saudi Arabia icons, celebrities, influencers, and gamers will have an effect on Saudi marketing because … They are the cultural heartbeat. Partnering with Saudi creators, athletes and musicians gives brands instant credibility and authentic, grassroots advocacy. The most important challenge that needs to be addressed within Saudi Arabia's creative, marketing, and advertising industry is… Developing and retaining Saudi talent. Growing the next wave of home-grown creatives, strategists and technologists is vital for lasting innovation and success. My opinion on the brand versus performance debate is that… It's not an either/or scenario. Successful marketers in Saudi Arabia will be those who can seamlessly merge brand-building with performance marketing, using data insights to optimise campaigns without diluting the creative spark that captures the hearts of consumers in the Kingdom. By Dan Leach, Managing Director, TBWA\RAAD Saudi Arabia.