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Campaign ME
09-05-2025
- Business
- Campaign ME
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
Campaign ME
06-05-2025
- Business
- Campaign ME
Marketing in Saudi Arabia isn't evolving – it's being reinvented
Saudi Arabia represents a unique and powerful marketing landscape, driven by its rapidly changing social fabric and ambitious national vision. Unlike conventional regional marketing, Saudi Arabia demands strategies that authentically reflect its transformative narrative. This transformation is not just economic – it's deeply cultural, reshaping consumer identities and expectations at an unprecedented pace. In this dynamic environment, brands must move beyond mere localisation and strive for deep cultural fluency. Authenticity here is not a buzzword; it's the foundation of effective communication. Successful campaigns in Saudi Arabia are those rooted in genuine cultural insights and respect for local heritage, amplifying brand relevance and forging lasting emotional connections with consumers. Innovation-driven engagement The integration of technology – particularly artificial intelligence and immersive digital experiences – is no longer optional. It is the critical differentiator for brands aiming to lead in this market. Saudi Arabia's youthful population, digitally savvy and innovation-driven, expects sophisticated, engaging, and personalised experiences. Investments in digital innovation, data analytics and cutting-edge content creation are therefore essential components for brand success. The future offers extraordinary opportunities for Saudi Arabia to assert its creative and innovative capacities globally, particularly through monumental events such as the Olympic Esports Games 2027, Expo 2030 and the FIFA World Cup 2035. These platforms provide unparalleled exposure for brands capable of showcasing Saudi's unique cultural narrative and digital prowess to a global audience. Cultural connectors and local talent Influencers, local celebrities, and gaming icons represent more than just brand ambassadors; they are powerful cultural catalysts who authentically resonate with Saudi youth. Collaborating strategically with these figures can amplify brand messages in culturally relevant ways, driving deeper consumer engagement. Equally important is the commitment to nurturing local talent. Developing a strong pipeline of Saudi creative and technical professionals is vital for long-term innovation and industry leadership. Investing in human capital ensures not only the growth of individual agencies but also the broader vitality of the Kingdom's creative ecosystem. Last year, we witnessed the launch of the Saudi Media Academy (SMA), and more recently, the SPA Academy – of which Bassmat is a proud member. The power of strategic integration Finally, the distinction between brand storytelling and performance marketing must fade. The most impactful campaigns seamlessly blend compelling narratives with measurable performance outcomes, leveraging storytelling not merely for emotional appeal but as a strategic tool for measurable growth and consumer action. At Bassmat, mastering this blend is our core strength and our commitment to excellence in Saudi Arabia's distinctive market. By Abdulrahman Saud, CEO, Bassmat
Campaign ME
09-04-2025
- Business
- Campaign ME
Campaign Saudi Briefing 2025: Strategy and Technology
Campaign Middle East will be hosting its annual Campaign Saudi Briefing: Strategy and Technology, gathering key stakeholders across governmental entities, brands and agencies for a morning of networking and in-depth discussions at Sheraton Riyadh Hotel and Towers in Riyadh on 15 May 2025. Join us for an insightful event focused on the changing landscape of Saudi Arabia's brand and marketing industry. With the nation's burgeoning cultural and entertainment scene attracting significant investment, businesses are increasingly focusing on experiential marketing to craft memorable campaigns that resonate deeply with audiences. These strategies signify a pivotal shift from traditional marketing approaches to those that prioritise dynamic, digital engagement and influencer partnerships, reshaping media buying and consumer interaction. The anticipated FIFA World Cup 2035 and the Esports Olympics also positions Saudi Arabia as a forthcoming titan in sports marketing, and esports and gaming realm, presenting unique opportunities and challenges for brands aiming to engage local and global audiences. As Saudi Arabia's economy thrives and disposable incomes increase, the demand that PIF-led gigaprojects, including The Red Sea Project, Diriyah, NEOM, and ROSHN, have witnessed is considerable. This boom necessitates innovative marketing strategies for B2B markets and opens avenues for technology-driven advancements in CRM and data analytics. Furthermore, the proliferation of internet and social media usage in Saudi Arabia underscores the critical role of digital marketing services tailored to local cultural nuances. As nearly the entire population accesses the internet and engages with social platforms, there is an increasing demand for Arabic-language content, performance evaluation through data analytics, and hyper-personalised consumer experiences. Marketers who have the tools to exploit digital transformations effectively, must also focus on personalisation aligned with ethical data practices and Saudi Arabia's Personal Data Protection Law. Discussions would address the balance between technological innovation and cultural sensitivity, a necessary equilibrium for successful campaign development in the Kingdom's rapidly evolving digital landscape. When: 15/05/2025 9:00 am Where: Sheraton Riyadh Hotel and Towers (location map) THE AGENDA 09:00am: Registration & Breakfast 10:00am: Welcome Address by Nadeem Quraishi, Publisher, Campaign Middle East 10:05am: Chair's Opening Remarks by Anup Oommen, Editor, Campaign Middle East 10:15am: Keynote presentation 10:30am: Panel 11:00am: Panel 11:30am: Networking power break 12:00pm: Fireside chat 12:20pm: Panel 12:50pm: Closing comments by Anup Oommen, Editor, Campaign Middle East 1:00pm: Lunch and networking For sponsorship opportunities and for event tickets details, please email Tarun Gangwani at [email protected] or call 052 1466150
