Jummar’s Ayman Hassan on re-engineering PR through cultural precision, Arabic-first content and influencer credibility across Saudi Arabia and MENA.
How are you adapting traditional PR strategies for a region that’s increasingly digital-first and influencer-driven?
At Jummar, we see digital transformation not as a replacement for traditional PR, but as an opportunity to re-engineer it with cultural precision. Our strategies start with deep audience intelligence, identifying not only the right platforms but also the right tones, dialects, and cultural references that resonate in Saudi Arabia and across the MENA region.
We treat influencers as brand storytellers rather than just media c
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