Publicis Groupe Middle East’s Zenith KSA was awarded the Best Agency of the Year – Saudi Arabia trophy at Campaign Middle East’s Agency of the Year Middle East Awards held in December 2024.
The judges liked the winning entry because it proved significant results in client campaigns, such as 27 per cent increase in brand awareness, and a 131 per cent boost to website traffic for another client. The agency also showcased commitment to employee development, with 250 courses completed per employee on average and a high retention rate of 89 per cent.
Nael Halabi, Head of Zenith – KSA and Kuwait, shared his thoughts after the agency lifted the Best Agency of the Year – Saudi Arabia award.
What strategies made your agency stand out from others in your country in 2024?
Zenith KSA has demonstrated exceptional performance in 2024 by effectively combining data-driven strategies with a client-focused approach. By collaborating with trusted industry partners, we created impactful campaigns that harnessed platform insights and advanced analytics.
Our ability to leverage first-party data allowed us to design personalised campaigns that aligned closely with our clients’ business goals and resonated with target audiences. Additionally, we embraced proprietary innovative technologies to deliver campaigns that generated a high return on investment (ROI).
Ultimately, we successfully blended global expertise with a local mindset, fostering meaningful connections with our audience and driving substantial growth.
What are the biggest changes you have witnessed within the marketing industry in your country this year?
In 2024, Saudi Arabia’s marketing industry experienced a significant shift towards digital transformation, driven by increased investment in performance and programmatic advertising.
Brands embraced Saudi heritage, localising their communication to become more personalised and better resonate with consumers. Gaming grew rapidly, attracting brands to adapt their messaging and engage with the gaming community. Additionally, the younger generation became a key focus, with brands turning to social media platforms to connect with youth audiences.
This digital and youth-centric shift marked a turning point, as brands aligned their strategies with evolving consumer preferences and the country’s expanding digital landscape.
How do you bring the best of global best practices and culturally relevant local storytelling together?
We blended global practices with local storytelling by marrying advanced marketing technologies with deep cultural insights. We adapt global strategies, such as data-driven decision-making and omnichannel integration, to resonate with local nuances, ensuring authenticity. With that in mind, we work closely with the brand agencies create and execute campaigns that connect with audiences. Additionally, we balance innovative global trends and best practices adapting them to a more localised communication while maintaining global appeal. This synergy strengthens brand affinity and drives impactful engagement.
How can agencies improve talent retention?
To improve talent retention, agencies must foster a culture of growth, inclusivity, and recognition. Offering competitive compensation, flexible work arrangements and clear career progression paths motivates employees. Regular upskilling opportunities through workshops and certifications help retain top talent, while fostering a sense of purpose by aligning work with meaningful causes boosts loyalty. Prioritising mental health, open communication, and team-building initiatives creates a supportive environment where individuals feel valued. Ultimately, building a positive, dynamic workplace culture ensures employee satisfaction and reduces attrition.
How can agencies play a more positive role in the advancement and reputation of the industry?
Agencies can elevate the marketing industry by championing transparency, fostering innovation, and promoting ethical practices. Sharing insights through thought leadership, hosting industry events, and mentoring startups enhances collective knowledge and collaboration. Agencies should prioritise delivering value by focusing on measurable outcomes and leveraging data to ensure clients achieve success. By consistently driving impactful, authentic campaigns, agencies strengthen the industry’s reputation and inspire trust, respect, and long-term client relationships.
What did clients want and expect the most from agencies in 2024?
Clients expected agencies to demonstrate agility, accessibility, and flexibility to adapt to evolving market trends. With the growing competition, clients required innovative solutions that offer competitive edge, prioritised measurable outcomes, demanded clear ROI from marketing campaigns. Successful agencies were those that were able to integrate data analytics with creative strategies to drive impactful results. Proactivity, creativity, and deep industry knowledge are also critical, along with strong communication, reliability, and responsiveness. By meeting these expectations, agencies can help clients achieve business goals and thrive in a competitive landscape.
