UM KSA was named the Best Agency – Saudi Arabia at the Campaign Agency of the Year Awards 2025.
“They delivered data-backed performance, strong cultural relevance, and innovation grounded in Saudi transformation. It balanced creativity with measurable business metrics which is essential for this category,” said the jurors.
Mohammad Mannaa, CEO, UM KSA shared his reflections after the agency picked up the 2025 title.
How does this award reflect the culmination of your efforts in 2025?
This award is the cherry on top of an incredible year for the UM KSA team. It is a reflection of the passion, innovation and relentless drive we have poured into every campaign and partnership, but more importantly, it’s validation of the trust our clients have placed in us and the tangible results we’ve achieved together. Winning this recognition isn’t just about celebrating what we’ve accomplished – it’s fuel for us to set the bar even higher as we head into 2026.
What industry shift most influenced how you operated in the last year?
The digital landscape has been evolving at lightning speed, and 2025 was no exception. The rise of artificial intelligence (AI), the push for personalisation, and the balance between managing budgets across the messy funnel – we leaned into all of it. We embraced new tools and strategies to stay ahead of the curve while keeping the consumer at the heart of everything we do. That balance between innovation and human connection has been critical to our success this year.
What market-specific insight has most shaped your approach over the past year?
One thing that stood out this year is how much Saudi consumers value authenticity and cultural relevance. They want brands that truly understand them – brands that respect their traditions while inspiring their aspirations. This insight has fundamentally shaped how we approach every campaign. We’ve focused on crafting work that feels personal, meaningful, and deeply connected to local culture. When you get that right, the impact is undeniable. It’s about creating conversations, not just campaigns.
How do you balance global best practices with local nuance and relevance?
It’s all about blending the best of both worlds. We learn from our network’s global strategies and adapt them to fit the unique pulse of the Saudi market. Our success as a team is finding the right balance between understanding what’s happening globally – from emerging technology to data infrastructure – and fusing those tools into our planning and execution in ways that resonate locally. That’s when the magic happens.
What shifts are you seeing in client expectations within the Saudi market?
Clients are raising the bar, and we love it. They’re looking for more than just creative ideas – they want measurable results and real business impact. There’s also a growing appetite for innovation and agility, with clients expecting us to pivot quickly and stay ahead of the curve. It’s challenging, but it’s exactly what keeps us sharp and motivated. These elevated expectations are driving the entire industry forward.
What do you think the industry needs to change or fix on priority in the months ahead?
Transparency and accountability need to be non-negotiable – across media buying, performance metrics, and client partnerships. But technology alone won’t save us. If we aren’t investing in our people to leverage these tools effectively, we’re missing the point entirely. Upskilling talent isn’t a nice-to-have; it’s critical. The industry’s strength won’t come from the latest platform or algorithm. It will come from transparent practices and teams capable of turning innovation into real impact.
In your opinion, what do consumers really want, and how can agencies help brands meet this need?
Consumers want to feel seen, heard and valued. They gravitate toward brands that are authentic, relevant, and genuinely invested in understanding them – not just converting them. Our role is to help brands connect deeper through data-driven insights, personalised experiences and campaigns that move beyond one-off interactions to building relationships that matter. When brands show up with authenticity and consistency, consumers don’t just engage – they commit. That’s the connection we build for our clients.
What will matter most as the industry moves into 2026?
2026 is going to be all about agility, innovation and consistency. The brands and agencies that thrive will be the ones that can adapt quickly to change, embrace new technologies without losing sight of strategy, and stay focused on delivering real value. We’ll also see continued emphasis on accountability and measurable impact – clients will demand it, and rightly so. The fundamentals haven’t changed: understand your audience, be relevant, be bold, and deliver results. Those principles will carry us forward.
