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McCann Content Studios expands into Saudi Arabia

McCann Content Studios Middle East has expanded its regional footprint with a new office in Riyadh, marking its official entry into the Saudi market. The move follows a period of the studio's growth across MENA, with the studio reporting a 150 per cent increase in headcount and an expanded content ecosystem across key markets. Operating as part of FP7McCann Riyadh, the Saudi office aims to meet growing client demand for insight-led, culturally attuned content. McCann Content Studios offers an integrated model that combines strategy, creative, production, social, influencer marketing, community management and performance tracking. 'With McCann Content Studios, we're not just producing content – we're building future-fit models that help our clients stay culturally relevant and commercially resilient,' said Tarek Miknas, CEO of FP7McCann MENAT. 'Everything we do is designed to move at the rapid pace of the region's transformation.' The expansion comes amid broader shifts in the content landscape. With global social media ad spend projected to reach $276.7 bn by 2025 and 93 per cent of marketers planning to increase social investment, demand for short-form, high-impact content continues to grow. According to sprout social's data, 78 per cent of consumers now prefer discovering products via short-form video. 'Every client conversation today centres around one thing: how to create content that not only connects but performs,' said Amr El Kalaawy, Regional Managing Director, FP7McCann KSA. 'With McCann Content Studios now fully integrated into our Riyadh offering, we're bringing clients closer to the full process, from insight to execution, with a team that understands the pace, platforms and cultural nuance of this market.' As part of the Saudi expansion, Fahad Mugharbel has been appointed Social Media Director, based in Riyadh. With a background in content, media and platform strategy, he will focus on strengthening performance, relevance and platform alignment for brands operating in the Kingdom. 'Our growth reflects how clients now view content – not as a support function, but as a key business driver,' added Ibrahim Hasan, Head of Digital, McCann Content Studios. 'By investing in locally grounded talent, we're able to deliver faster, more culturally attuned solutions through an integrated model built for real impact.'