Global omnichannel agency, Assembly, is strengthening its growing MENA presence with a new office opening in the Saudi Arabian capital of Riyadh. The expansion will help better serve Assembly’s growing Saudi client base, which includes companies like Fawaz Alhokair and Alamar Foods.
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Assembly has maintained a strong presence in MENA since its Dubai office opening in 2017, and the agency has since grown to a 120-strong team, bringing in key digital talent and expertise in response to the demand for digital acceleration across the market. This quickly developed the region into an essential hub for the agency to work alongside international brands such Lenovo, Virgin Megastores, Centrepoint, and Azadea Group.
The new Saudi office opening is strategically positioned to meet Assembly’s rapidly growing client roster in the market while enabling the agency to bring key local and global knowledge of consumers’ changing behaviours to help brands evaluate the right mix of current and emerging media channels through which to connect with audiences. Since opening, Assembly has already won key client engagements with Domino’s and FAH Retail, and has ambitious plans for supporting local brands’ growth.
“We see tremendous opportunity in KSA to not only grow and expand our own business but equally, to help brands drive growth in their next phase of digital transformation,” said Faisal Dean, Managing Director of MENA at Assembly. “Saudi offers a vibrant digital ecosystem, and our vision is to bring the best in data, talent, and technology to businesses looking to grow in this market and the wider MENA region.”
Assembly has already invested heavily in training new talent in KSA through consultative workshops, partnerships, and career opportunities. Talent has been the heart of the agency’s own growth and transformation, with several strategic and senior roles hired into the business over the last several months across key capabilities, including content, programmatic, and data and analytics.
Naguib Toihiri, who was hired as Regional Strategy Director for Assembly MENA in July 2021, will take on a leadership role in the Saudi office.
“Brands are looking for partners who are not only experts across key media channels, but more importantly, strategic business partners who can support their growth in the right ways,” said Toihiri. “The Riyadh office puts us at the heart of digital transformation happening across Saudi with the 2030 vision – a place to continue cultivating our leading talent and become a partner of choice for brands in the region.”
Assembly’s success in MENA has been reflected by several recent award wins, including a win at the MENA Search Awards as Best Large PPC Agency in 2020 and Best Use of Social Media in 2021.
The Saudi office will be fully operational as of July 2022.
