GroupM, WPP’s media investment group, hosted its ‘NextM: Path to Prosperity’ event in Riyadh, gathering global thought leaders, local industry experts, and influential figures to explore the changing media landscape and discuss strategies for navigating growth in Saudi.
The event focused on equipping businesses in Saudi Arabia to adapt to the country’s transformed landscape caused by remarkable economic growth and increasingly complex consumer behaviours. Through panels, keynotes, and interviews, GroupM explored key critical areas that are expected to shape the media and marketing landscape in 2025.
The agenda began with a session on Game-Changing Growth, where GroupM’s MENA Gaming Lead, Youssef Raad, joined Saudi Twitch streamer ‘Nitrake’ and Nabil Moutran, Founder and CEO of Division, to discuss Saudi Arabia’s position as a global hub for gaming. The panel highlighted the business opportunities tied to the sector’s rapid growth and momentum in the Kingdom.
The evolving television landscape was the focus of Reimagining TV, a session led by Harry Harcus, GroupM’s EMEA Chief Solutions Officer, and Clare Fearon, Head of Programmatic for GroupM MENA. The discussion centred on the potential of addressable TV in KSA, showcasing how businesses can use emerging technologies to develop more targeted and impactful campaigns.
Unmissable Moments explored opportunities in sports marketing. Lefteris Coroyannakis, Director of Client Services at Two Circles, and Andy Jackson, SVP Middle East at Footballco, discussed how to tap into the rare opportunities Sporting events provide to connect authentically with fans, how looking ‘beyond the broadcast’ can drive business growth, and the historic sporting events on the horizon in KSA.
In a session titled Connecting Through Commerce, Eric Abi Younes, General Manager at Amazon Ads Saudi Arabia, discussed the rising potential of retail media. The discussion emphasised how brands can utilise data and storytelling to reach consumers, even for businesses not directly tied to commerce platforms.
The final session, Amplify with Audio, focused on Saudi Arabia’s burgeoning audio market. Faisal Alghamdi, Chief Business Officer of Thmanyah, and Malek Maktabi, talk show host and media executive, explored the role of audio in engaging audiences and its growing importance in integrated marketing strategies.
The event underscored the company’s focus on providing actionable insights to help clients prepare for the challenges and opportunities ahead as the region continues its transformation.
