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A new creative contract

Webedia's Matt Turner tells how our industry needs to do marketing differently

The people of Saudi Arabia break conventions. They have for decades and continue today. People like Reem Al Faisal or Assel Al-Hamad broke local conventions decades apart in art and sport respectively.
Now the kingdom celebrates pioneers in defining new Saudi ways of beating the world in every sector –diplomacy, technology, education, even quality of life. It’s not another market, but a fresh start.
Walk down Riyadh’s Tahliah Street and see its street prayer mats, set against the backdrop of gleaming Towers.
This isn’t another Singapore-in-the-sand, but one of nuance and particulars that will only work their way. Consider its character like Huxley’s Director in ‘Brave New World’


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