In this industry snapshot, Bader AIHammad, CEO of TEN-X delves into cultural nuances, changes and ambition that reflect the marketing landscape in Saudi Arabia today.
What do you think of marketing in Saudi Arabia today, and how has it evolved?
Marketing in Saudi Arabia has evolved very quickly. A few years ago, the focus was mainly on awareness and visibility. Today, marketing is much more strategic, integrated, and results-driven.
What makes Saudi Arabia unique is the speed of change combined with ambition. The market is open to bold ideas, new formats, and large-scale platforms, especially in sports, culture, and entertainment. At the same time, audiences are more informed and selective, which raises the standards for everyone.
Overall, marketing in Saudi Arabia today is confident, forward-looking, and increasingly competitive at a global level.
What advice would you give to brands wanting to succeed in Saudi Arabia today?
The most important thing is understanding Saudi Arabia beyond surface-level knowledge. This market is driven by culture, values, and relationships. Brands that succeed here are those that invest in the market for the long term.
Authenticity is key. Saudi audiences quickly recognise what feels genuine and what does not. Brands need to respect the culture and align with Vision 2030 in a real and meaningful way.
How did marketing in Saudi Arabia begin, and how has it evolved into what we see today?
Marketing in Saudi Arabia started in a very traditional way. In the early years, the focus was mainly on visibility: print ads, billboards, TV, and direct messaging. Campaigns were informative but limited in storytelling, creativity, and scale. Marketing was seen as a support function rather than a strategic tool.
Over time, and especially with the launch of Vision 2030, this changed dramatically. Marketing became more ambitious, more creative, and more strategic. Brands started to focus on storytelling, purpose, and emotional connection. Campaigns began reflecting Saudi culture, identity, and national pride, rather than simply promoting products or services.
What makes this evolution unique is the speed. Saudi Arabia moved from a traditional market to one of the most dynamic marketing environments in the region in a very short time. Today, the Kingdom delivers some of the largest and most complex campaigns in the Middle East, often setting new benchmarks for scale and ambition.
Why is Saudi talent one of the strongest advantages in today’s marketing landscape, and how does TEN-X combine that with international standards?
One of Saudi Arabia’s greatest strengths today is its local talent. Saudi professionals understand the culture, audience, and values instinctively because they live them every day. This creates authenticity and relevance that cannot be imported.
At TEN-X, Saudi talent leads strategy and cultural direction, while international standards guide execution structure and delivery. This balance allows us to build work that feels authentic locally while competing globally and welcoming international partners entering the Saudi market.
