Welcome to a truly transformative moment for marketing in Saudi Arabia, where the boundaries between content, culture and commerce are being redrawn. Campaign Middle East will be hosting its annual Campaign Saudi Briefing: Media and Marketing, 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 16 October 2025. Here’s a sneak-peek of what’s in store:
Today’s media channels and platforms don’t just set trends – they turn real-world, cultural moments into shoppable experiences and shareable phenomena. As Saudi audiences become more sophisticated and discerning, brands are trying to balance credible storytelling, deep consumer insights, and authenticity to build communities and foster lasting brand loyalty.
Now, with the dawn of generative AI, predictive analytics, and automation, every facet of marketing – from brand and agency teams to strategies and workflows are beign reshaped. This evolution demands adaptability, cultural fluency, rigorous measurement and a data-driven, yet, creative approach. Leaders will discuss how marketers and brands are aligning with bold national ambitions such as Vision 2030, collaborating across disciplines to script a narrative blending heritage, innovation and future-focused growth.
Measurement and media are evolving just as rapidly. Advertisers are now leveraging advanced attribution and real-time data, turning indispensable audience insights into campaign effectiveness – across TV, digital, and the newly digitised and highly responsive world of out-of-home media. From programmatic DOOH to new standards in meaningful ROI, Saudi Arabia is pioneering integrated strategies that connect the dots between attention, action and business impact. Join us as we explore how this evolving media and marketing ecosystem is shaping the Kingdom’s next chapter.
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When: 16/10/2025 9:00 am
Where: Sheraton Riyadh Hotel and Towers (location map)
Agenda:
9:00am: Registration & Breakfast
10:00am: Welcome speech by Nadeem Quraishi, Publishing Director at Campaign Middle East
10:05am: Chair’s opening remarks by Anup Oommen, Editor at Campaign Middle East
10:15am: Keynote: Why attention is the new currency in Saudi Arabia
In Saudi Arabia, the way we measure advertising is changing. For too long, success meant impressions and clicks. Impressions don’t tell us if anyone actually paid attention. Clicks don’t guarantee impact.
Today, attention is the real currency. We can measure it. When a campaign crosses the 1,000 APM mark, the results are undeniable. Brand awareness lifts. Favorability lifts. Action intent lifts.
On Snapchat, this happens every day. Campaigns in Saudi deliver around two times the attention of social benchmarks. AR Lenses go further with eight times more attention than the average social format. Premium Commercials deliver over 5x higher attention. This means every riyal you spend is working harder.
Attention builds memory. Memory drives action. This keynote will answer the simple question: What should marketers in Saudi Arabia buy to convert visibility into value.
Keynote presenter: Samer Lahoud, Head of Creative Strategy for MENA, Snap Inc.
10:30am: Panel 1: Bridging media and marketing: Building collaborative pathways
This panel explores how media owners, agencies and advertisers in Saudi can strengthen their partnerships to create more impactful campaigns.
Industry leaders will discuss the evolving role of agencies as cultural navigators, the importance of precise and insightful briefing and how seamless communication fosters creativity and drives results in a rapidly changing market.
Speakers:
Youmna Naufal, Director at APCO and Founder & Host of #YChats
Alice Tatton-Brown, Client Leadership Director – MENA, EssenceMediacom, a WPP Media Brand
Moderator: Ali Cuma, Business Director, Bloomberg Media
11:00am: Panel 2: Beyond the algorithm: Crafting distinctly Saudi brand stories in the AI era
As Saudi Arabia races toward Vision 2030, AI is transforming how brands connect with increasingly sophisticated audiences. But how do marketers harness AI’s power while avoiding the “race to the mean” that creates indistinguishable brand experiences?
This panel unites industry leaders exploring how generative AI and predictive analytics can amplify – not dilute – what makes brands uniquely Saudi, and examines how technology can enhance cultural relevance, turning distinctive Saudi moments into memorable, shoppable experiences that stand out from algorithmic mediocrity.
From AI-powered personalisation respecting cultural nuance to measurement frameworks balancing efficiency with authenticity, discover how Saudi Arabia’s unique cultural landscape provides both the challenge and the opportunity to use AI not just for optimisation, but for differentiation in the media landscape.
Speakers:
Steve Plimsoll, Chief Strategy Officer and Acting Chief Marketing Officer, HUMAIN
Kiran Jay Haslam, Chief Marketing Officer, Diriyah Company
Mohammad Mannaa, CEO, UM KSA
Tony Yammine, Head of Telco, Media, Government, Financial Services and Real Estate, TikTok
Moderator: James Dutton, Chief Product Officer, UM MENAT
11:30am: Fireside chat: Safeguarding brand trust in an unstable new world
The explosion of dynamic, AI-generated, and user-created content has made digital environments more unpredictable than ever. Social platforms offer immense opportunities for connection and creativity, but their rapid pace means the tone of a feed can shift in minutes. In such a fluid landscape, a brand’s message can easily appear next to unsuitable or low-quality content, affecting perception and effectiveness.
This fireside chat will explore how brands in the region can stay vigilant and maintain control amid this evolving media complexity, balancing innovation and authenticity while ensuring that their campaigns resonate with local audiences and remain impactful.
Speakers: Joe Bell, VP – Business Development, Integral Ad Science
Khaled Abou Sleiman, CEO, Zamakan Agency
Fahad AlAhmed, CEO, The Fullstop Creative Agency
Moderator: Wajahat Osmani, Regional Head, Tailwind EMEA
11:55am: Panel 3: From exposure to impact: The future of media measurement
This panel will move the conversation beyond the basic idea of exposure and dive deep into the world of meaningful media measurement. We’ll explore how greater transparency in Saudi Arabia’s media landscape is forcing a shift in how advertisers, agencies, and media owners work together.
The session will feature an expert panel that will uncover how brands are now directly connecting ad exposure on linear and connected TV channels to tangible business outcomes. We’ll discuss how this shift has unlocked powerful new insights, from advanced consumer targeting to a more analytical approach to media pricing.
The panel will also highlight how TV channels, armed with new data and technology, can provide unduplicated reach and higher active engagement.
Speakers:
Simon Shaw, Chief Marketing and Communications Officer, King Salman Park
Ahmad Chatila, Director of Brand and Communications, HungerStation
Yasmine AlTurk, Advanced DOOH & Digital Supply Lead MENA, WPP Media
Mathieu Yarak, Head of Data, MBC Media Solutions (MMS)
Moderator: Anup Oommen, Editor, Campaign Middle East
12:25pm: Panel 4: Yalla Content: Building brands the Saudi way
Saudi isn’t following global trends, it’s setting them. From Riyadh to the rest of the world, a new creative movement is unfolding: one where content is currency, influencers shape culture, and community is everything. In a market where culture moves at the speed of a scroll, both homegrown and global brands with strong local nuance are raising the bar, blending Arabic humour, identity-led storytelling, and a bold, unmistakable Saudi confidence.
In this exclusive MCN panel powered by McCann Content Studios, we explore how Saudi’s new generation of storytellers, marketers, and media leaders are building a narrative that’s culturally grounded, digitally native, and globally influential. This isn’t just about branded content, it’s about building narratives that scale, strategies that resonate, and experiences that turn audiences into communities.
From influencer-led culture to immersive destination storytelling, the panel will dive into how brands are fuelling national pride, engaging youth mindsets, and redefining loyalty, all within the framework of Vision 2030 and Saudi’s transformation economy.
Speakers:
Ibrahim Hasan, Regional Head, McCann Content Studios
Rateel Alshehri, Saudi Influencer and Celebrity Host, Rateel Alpha Talk
Abdulrahman Suwailam, Head of Marketing, ESL FACEIT Group
Fahad Mugharbel, Social Media Director and Influencer, McCann Content Studios, KSA
Moderator: Tarek Miknas, CEO of FP7 McCann MENAT
12:55pm: Fireside chat: The rise of new media: Capturing the attention of Saudi consumers
As media consumption habits evolve, Saudi audiences are increasingly engaging with short-form video, audio platforms, connected TV, and streaming services.
This panel explores how brands can adapt to these shifts, diversify their media strategies, and leverage innovation to build stronger connections with consumers. We’ll discuss how these trends are reshaping the media landscape in Saudi Arabia and empowering local brands to stand out.
Speaker: Mohammad Basheer Aljuhani, Senior Manager – Marketing & Communications, Expo 2030 Riyadh
Moderator: Rawan Yaqub, Head of Zenith KSA
1:20pm: Closing comments by Anup Oommen, Editor, Campaign Middle East
1:25pm: All inclusive Lunch Buffet with Networking.
For sponsorship opportunities and for event tickets details, please email Tarun Gangwani at [email protected] or call 052 1466150