In a first for the brand, Campaign Middle East has released its inaugural bilingual edition with the launch of the Saudi Arabia Report 2025, a dedicated supplement accompanying the April 2025 issue. This marks the magazine’s first inclusion of Arabic-language content in its 16-year history.
The Saudi Arabia Report 2025 brings together the voices driving transformation in the Kingdom’s media and marketing sectors – from government entities and regional brands to agency heads, creatives and strategists. It charts the country’s fast-moving landscape across localisation, Gen Z communications, experiential creativity and national vision alignment.
In the English-language opinion pieces, Diriyah Company’s Nicola Cope reflects on how brands can honour heritage while staying future-facing in destination marketing. Saudi Vision 2030’s Khalid Bin Asakir offers a fresh take on communicating with younger audiences. Bloomberg Media Studios’ Ashish Verma shares how to futureproof B2B strategies, while Ghada AlRumayan of ROSHN Group explores sport as a new brand language. Supreme Hospitality’s Jana Badr writes on AI, authenticity and women’s growing economic influence, while King Faisal Specialist Hospital’s Muhannad A. Kadi calls for trust-first branding in a digital world.
Other contributors include Jack Morton’s Stephen Powell on the shift from events to experience, SSUP World’s Najib Sabbagh on insight-led strategy, and Rawad El Dahouk of TBWA\RAAD on co-creating with Gen Z. Meanwhile, Mediaplus Middle East’s Hatem Fakih highlights the need for culturally intuitive content — not just translated messaging.
The Arabic section features strong voices across Saudi’s agency and media ecosystem. GroupM’s Amer El Hajj examines evolving consumer behaviour. MMS CEO Ahmed Al Sahhaf unpacks performance-driven brand strategies. Aleph’s Rabih El-Amine highlights Saudi women’s growing role in AI and digital transformation. Additional commentary covers everything from creative youth culture to brands drifting off-course by chasing trends, with perspectives from Dentsu, Digitect, FOAJ, Alafak and Abu Dhabi Media Office.
Alongside the op-eds, the report includes a directory of Saudi creative, media, PR and events agencies and a look at recent homegrown work – Saudi-made campaigns for Saudi audiences.
While the supplement zooms in on Saudi Arabia, the April issue doesn’t hold back on regional challenges. The lead editorial section puts the pitching process under the spotlight – from procurement and pricing to creative IP and shifting scopes.
In the Industry Forum, voices from across the ecosystem weigh in on if pitching in the region has become more transparent.
Impact BBDO’s Ghassan Kassabji shares what procurement teams need to do differently. Team Red Dot’s Raksha Khimji advocates for a new model that benefits both clients and agencies. C2 Comms’ Roy Aftimos challenges the broken economics of the current system, while The Romans’ Jacquelyn Moulds urges procurement to think beyond tactical deliverables.
Boopin UAE’s Zeena Kurd explores what happens when briefs don’t match business goals. LOTUS Cars’ Ramzi Atat calls for creative bravery. Crowd’s Tom Berne says it’s time to end idea theft. Meanwhile, 6th Street’s Hitesh Malhotra reminds marketers to stop ignoring the data – and IAA Board Member Stephen King calls for the industry to “bring back the bling”, and Heriot-Watt University Dubai’s Dr. Stavroula Kalogeras explores how transmedia storytelling is transforming outdoor advertising.
This issue also features coverage from the Dubai Lynx 2025 including the Grand Prix-winning campaigns and pictures from the awards night. In a dedicated feature, Aisha Blackwell, Jury President of the Film Craft category, explores the tension between heritage and AI and how MENA’s film craft is evolving.
For this month’s brand focus, AW Rostamani Group’s Sara O’Hara and Lulu Group’s V. Nandakumar share marketer’s perspectives on key topics to prioritise, including the authentic why and retailer’s dilemma.
From Riyadh to Dubai, the April issue tracks how regional marketing continues to change – creatively, commercially and culturally.
Read the full issue and Saudi Arabia Report 2025 supplement here or below.
