What is the biggest challenge to the way you do business in Saudi?
Tactical short-term media planning, where media ad space is being ordered on campaign-by-campaign basis, has always been a considerable challenge to the way we do media business in Saudi. That is mainly applicable to small and medium-sized local accounts, which are difficult to convince of the benefits of long-term media planning. This holds back media planners from thinking in terms of strategic planning and limits their potential to tactical deliverables only. Hence, we sometimes see inconsistent media approaches. However, with the recent emerge of local young marketers, we are seeing a change to the way media investments are
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