The production industry in the Middle East and North Africa (MENA) region is undergoing a remarkable transformation, propelled by a rich tapestry of cultures, rapid technological advancements and evolving consumer preferences.
As the region’s markets continue to expand and diversify in this dynamic environment, we find ourselves navigating a complex landscape rife with both significant challenges and unprecedented opportunities.
Understanding the unique challenges
The MENA region is a mosaic of languages, cultures, and dialects, which presents a formidable challenge for content creators. A marketing strategy that resonates in Saudi Arabia may fall flat in Egypt or the UAE. This cultural diversity necessitates tailored communication approaches, underscoring the inadequacy of a ‘one-size-fits-all’ model. The solution requires highly tailored communication strategies that consider cultural nuances, which vary significantly from one country to another.
Furthermore, the digital revolution has fragmented the platforms and formats through which audiences consume media. Today, an ad production is not just a ‘film’; it is rather a collective mix of assets that cater for multi-channel and hyper-targeting techniques. This diversity demands a robust and flexible production strategy to manage the sheer volume of production deliverables needed to suit different formats, platforms, countries, dialects, and audience segments.
While there is a need for more deliverables of the finest quality, resources and timelines are often
moving in the opposite direction. And with the fierce global competition producing cutting-edge creative productions that raise clients, and end consumer, expectations, there is an inevitable need for smart, fast and cost-efficient solutions.
Adding to the complexity, closing the loop on campaign impact measurement with precision – whether in terms of the overall brand health, campaign impact on sales, or even on the use of celebrities or influencers – remains a work in progress.
Accuracy is notably higher for fully digital campaigns, but less consistent in broader marketing strategies.
Moreover, the marketing mindset, as well as production crews, in the region has not fully embraced data and technology. Efforts to foster this mindset are ongoing, and while there are positive shifts, the full transition is yet to be realised.
Emerging trends and seizing opportunities
Despite existing challenges, emerging trends, particularly advanced technologies and AI, present significant opportunities for innovation in production. Augmented reality (AR) is creating immersive ad experiences.
Deepfake technology is allowing personalised and dynamic ads. And AI is just magic! Streamlining workflows, boosting efficiency, and expanding creative possibilities; from AI-generated scripts, storyboards, voice-overs, subtitles, dubbing to virtual productions and video-from-text, fully AI-generated ads. These advancements are reshaping the industry, offering new ways to innovate and meet the demands of today’s market.
While AI offers exciting possibilities for efficiency and creativity, it also raises significant legal, moral, and ethical questions that are being addressed globally. The industry must navigate these challenges carefully to leverage AI responsibly and effectively.
Another opportunity is represented in MENA’s high media consumption and unique cultural attributes which present a fertile ground for industry players willing to deeply engage with and understand these markets.
Furthermore, the region is home to exceptional talent in the creative and production sectors, with the potential
to not only serve local markets but also expand beyond, positioning MENA as a hub for exporting creative
expertise globally.
Kijamii has embraced this evolving landscape through a fully integrated, data-driven, and culturally resonant approach. Since establishing our in-house production capabilities in 2016, we have remained agile, constantly testing, learning, and adapting to meet the diverse needs of our clients.
Our expansion into post-production in 2019 allowed us to handle the rising demand for platform-specific content, and our consumer insights studio, launched in 2021, enables us to integrate data into our campaigns, refining our ability to measure impact and deliver meaningful results. Our all-under-one-roof model provides speed, precision, cost efficiency, and creative control, ensuring we maintain oversight and deliver with exceptional quality.
Our campaigns, whether for global or local brands, are built on deep insights into audience behaviour and cultural trends. This ensures that the creative content we produce not only delivers measurable impact but also forges genuine connections with consumers.
The MENA production – looking ahead
As the production industry in MENA continues to evolve, and with the brilliant talents within our region, the potential for growth and creative innovation is immense. Industry professionals have an opportunity to push the boundaries, explore uncharted territories, and set new standards for excellence.
By embracing technology, fostering cultural sensitivity, and adopting data and technology on strategies, they can meet the diverse demands of the region while setting a new benchmark for creative excellence.
