Abby Bekheit, Managing Director – Saudi Arabia, AVANTGARDE GROUP.AVANTGARDE GROUP – the German global brand experience agency with offices across London, Amsterdam, Zurich, Dubai, and China – has appointed Abby Bekheit as Managing Director of its Saudi Arabia office, emphasising the agency’s long-term commitment to one of the world’s most dynamic and fast-evolving markets.
Bekheit brings more than 15 years of senior executive experience spanning Saudi Arabia, the UAE and the United Kingdom, with a track record that cuts across government, entertainment, financial services and media.
Her appointment signals not only the formalisation of AVANTGARDE GROUP’s Riyadh presence, but a deliberate strategic investment in building the agency’s capabilities from the ground up within the Kingdom.
Commenting on her appointment, Bekheit said, “Saudi Arabia is not a market you enter with a template. The brands succeeding here – whether homegrown or international – are those that understand the culture, move at its pace, and build relationships with genuine depth. That is what we are here to do.”
Having been based in Saudi Arabia since 2019, where she began her journey with SELA on the inaugural Riyadh Season, Bekheit is one of a rare breed of senior agency leaders who combines deep regional fluency – she speaks Arabic, English, and French – with international strategic standards.
Her career spans some of the Kingdom’s most high-profile mandates, including work with WWE, AlRajhi Capital, the Saudi Media Research Group, the Ministry of Sports, the General Entertainment Authority, and the Diriyah Gate Development Authority. She also brought her expertise to the Special Olympics in Abu Dhabi, reflecting a breadth of experience that crosses sectors, audiences, and ambition levels.
In her new role, Bekheit leads business development, client relationships, and market-level strategy for the Kingdom. The mandate of AVANTGARDE GROUP’s Saudi Arabia office is clear: to serve Saudi brands at every stage of their journey – helping them build powerful, culturally resonant identities at home and supporting their expansion as trusted, world-class brands on the international stage.
As Saudi Arabia’s private and sovereign sectors grow in confidence and global ambition, the office is positioned to be the creative and strategic partner that helps those brands travel.
Automotive is among the sectors where AVANTGARDE GROUP brings particularly deep expertise. With a global track record serving brands including Porsche, Audi, BMW, MINI, Kia, and Ferrari, the agency has long been a trusted partner to some of the world’s most demanding automotive clients – experience that translates directly into the Kingdom’s rapidly expanding and increasingly sophisticated automotive market.
The appointment comes at an inflection point for the Kingdom’s brand and experience landscape. Vision 2030 continues to reshape consumer expectations, cultural programming, and the ambition of both sovereign and private sector entities.
Mega-projects including New Murabba, Diriyah, Qiddiya, and the National Events Center are redefining what experiential means at scale, while a generation of homegrown Saudi brands are beginning to compete on the world stage.
The Kingdom is equally cementing its position as a global destination for landmark events – from the Esports World Cup and Formula 1 to the FIFA World Cup 2034 — creating an unprecedented canvas for brand experience at the highest level. Among the most significant moments on the horizon is Expo 2030 Riyadh – and AVANTGARDE GROUP has expressed a clear desire to play an active role in its organisation, bringing its global experience design capabilities to what will be one of the most watched events on the planet.
AVANTGARDE GROUP is already embedded in this story, with its work at the intersection of nation-building and brand experience – a space that demands both creative ambition and operational rigour.
“What excites me most is the scale of imagination here,” Bekheit added. “Saudi Arabia is not following global trends — it is creating them. Vision 2030 is not just a government programme; it is a national ambition that is reshaping how Saudi brands think, grow, and engage with the world. The brands being built in this Kingdom deserve a partner who can take them global without losing what makes them distinctly Saudi. That is the work we are here to do. Expo 2030 Riyadh is a once-in-a-generation opportunity, and we are determined to be part of it.”
Bekheit holds a Project Management Professional certification, adding operational discipline to her strategic and creative remit. She is actively building the Riyadh team and expanding the agency’s client portfolio across automotive, luxury, retail, and government-linked entities.
AVANTGARDE GROUP’s Saudi Arabia office is based in Riyadh.
