Industry experts behind the latest Diriyah Season campaign, a regional first utilising TikTok Out of Phone (OOP), talk about how collaborative campaigns are shaping the future of advertising trends in the Kingdom and beyond.
HOW DO YOU DEFINE TRUE INNOVATION FOR SAUDI ARABIA?
In our industry, ‘innovation’ is a buzzword that’s thrown around a lot, but often falls short in practice. Every conversation and project request seems to demand innovation, but most of the time, it doesn’t deliver. Let’s break it down: there’s basic improvement, which some might call innovation, and then there are big ideas that never actually happen.
True innovation, in my opinion, is about making things h
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