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posted on May. 08, 2025 at 9:00 amMay 8, 2025

Bringing in the new Saudi playbook for global brands

posted on May. 08, 2025 at 9:00 amMay 8, 2025

TBWA\RAAD Saudi Arabia’s Rawad El Dahouk explains why brands that thrive in the future will be those that co-create Saudi Arabia’s Gen Z youth.

$Rawad El Dahouk, Head of Strategy, TBWA\RAAD Saudi Arabia$ Rawad El Dahouk, Head of Strategy, TBWARAAD Saudi Arabia

Digital marketing in Saudi Arabia – a country defined by hyper-connectivity, high mobile penetration, rapidly evolving ICT infrastructure and a youthful population with strong purchasing power – was always destined to thrive.
As Vision 2030 gains momentum, the Kingdom is transforming into a dynamic global player, even amid global economic uncertainty. Confidence in the Kingdom is surging, and at the core of this optimism is Saudi Arabia’s largest demographic: Gen Z.
Accounting for nearly 40 per cent of the population, Saudi Gen Z is the Kingdom’s most diverse, educated and digitally fluent generation. They are highly aspirational, socially aware and deeply connected to the nation’

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Tags:brands Change co-creation cultural cultural landscape digital fluency Experiences Gen Z global mindset high mobile penetration hyper-connectivity ICT infrastructure KSA localisation national personal values playbook Rawad El Dahouk Saudi Saudi focus Saudi Vision SaudiFocus Strategy TBWA\Raad Vision 2030 Youth

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.