Naif Alrajhi Investment, a Saudi Arabian investment group, has launched the Kingdom’s first global media representation services company through its outdoor media subsidiary Phi Advertising and in a strategic partnership with Skyscale Media.
Through this establishment, Saudi brands and entities will now have access to global media expertise and solutions, helping them reach global audiences through exclusive partnerships with some of the world’s most prestigious media outlets.
The initial media partnerships cover various content streams across travel, lifestyle, news, sports, entertainment and streaming segments. Global media partners currently include Conde Nast, NBCUniversal (including CNBC), Sky Media Europe, which is home to Europe’s premium news and sports platforms – Sky News and Sky Sports and Network18 India.
“This venture marks an exciting new chapter for media and advertising in the Kingdom,” said Naif Saleh Alrajhi, Chairman & CEO of Naif Alrajhi Investment.
He explained that the motive behind this was to facilitate genuine connections between brands and their audiences in the Kingdom. “With Saudi Arabia’s Vision 2030 driving economic transformation and its strategic position as a hub for business, tourism and culture, we see a potential in helping local brands forge meaningful connections with global consumers through our world-class media offerings,” he said.
In addition to the media representation business, the entity will also help leverage other high impact visibility platforms such as the iconic Piccadilly Circus in London and Times Square in New York, as well as premium TV, digital, and streaming services. With a robust portfolio, the company aims to empower brands to elevate their visibility and achieve their marketing objectives on an international scale and across all continents.
“We are extremely excited about our partnership with Naif Alrajhi Investment and the opportunity to launch the first international media representation services company in Saudi Arabia,” said Rohit Singh, CEO of Skyscale. “The Kingdom is one of the fastest-growing markets in the world, and we believe that our expertise in global media solutions will allow us to effectively serve both local and regional brands seeking to reach audiences globally.”
Through the launch of this media representation services company, Naif Alrajhi Investment aims to position Saudi Arabia as a key destination for business and travel amongst the world’s most premium audiences.
