Latest news with #OlympicEsportsGames2027
Campaign ME
13-05-2025
- Business
- Campaign ME
Industry Snapshot: The future of marketing in Saudi Arabia
From talent development to Vision 2030, in this industry snapshot, Landor's Mariagrazia De Angelis explores how Saudi Arabia's national priorities are setting the tone for the future of marketing in the country. 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 Arabia's geographic, demographic, and strategic makeup is distinct from the rest of the region. The country has preserved cultural values that differentiate it even within the GCC. Unlike neighbouring countries relying on global expertise for transformation, Saudi Arabia focuses on empowering its own people, emphasising the importance of understanding local culture. Regional differences within Saudi Arabia require tailored approaches, as a one-size-fits-all strategy doesn't work here. Vision 2030 plays a key role, aiming to empower local talent and position Saudi Arabia as a global leader in economy, technology, and investment. Global companies entering the market prioritise adapting their operations specifically for Saudi Arabia, while serving other markets from within the country. Above all, brand marketers and agency leaders in Saudi Arabia must prioritise … talent development, knowledge transfer, and building infrastructure for data management. Data will be the key driver shaping businesses, brands, and experiences in Saudi Arabia. Branding and marketing competencies need significant focus to advance the sector. Investing in local talent ensures the market has the skills required to thrive, while knowledge transfer helps localise expertise. Establishing robust data infrastructure will further support growth and innovation. These three pillars-talent, knowledge, and data-are essential for the future of marketing in Saudi Arabia. The biggest marketing disruption in Saudi Arabia in the next two years will be … the transformation happening in the government sector. Government entities are becoming more communication-active, branding-focused, and people-centric across industries like industrial partnerships, healthcare, sports, culture, and tourism. Tourism, both international and domestic, is emerging as a key pillar, with projects coming to fruition and millions travelling between cities annually-a scale never seen before. Sports marketing and esports are gaining momentum, with Saudi Arabia hosting major events like the Esports World Cup and investing billions into gaming. Cultural initiatives led by the Ministry of Culture aim to highlight Saudi heritage and challenge misconceptions globally. We're excited about Saudi Arabia's Olympic Esports Games 2027, Expo 2030 and FIFA World Cup 2035 because … these events mark a new era for Saudi Arabia, showcasing its transformation and ambitions on the global stage. Football, deeply rooted in Saudi culture, will expand perceptions and open Saudi Arabia's culture to the world. These events align with destination marketing efforts and rebranding Saudi Arabia globally, providing platforms to share progress, culture, and leadership with the world. By Mariagrazia De Angelis, General Manager MEA, Landor
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
07-05-2025
- Entertainment
- Campaign ME
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.
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
