In my thirty five years of living and working in Saudi Arabia, the last decade has been a truly transformative period for the Kingdom, whether it’s on a societal or an industry level, the changes have been positive and impactful.
The society as a whole has become very open and progressive, and yet still values its culture.
The young generation respects the traditions of the past, but are not bound by it. They look to the future in a positive way, and feel that there are more opportunities available for them.
One of the biggest societal shifts has been the growing number of Saudi females in the workforce. Even within advertising, we have more females working in the industry in various
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