What is the biggest change you have seen to the way you do business in Saudi?
No one can truly grasp the level of change in Saudi unless you live in Saudi. The changes are simply unprecedented and driven by Vision 2030. From an industry perspective, the biggest change we are witnessing is a clear emphasis by brands on Saudi culture and authenticity. Global and regional brands are choosing Saudi agencies and want to connect with their customers through genuine Saudi stories and experiences. Adapting regional ideas to the Saudi market will no longer resonate with the Saudi consumer. On the other hand, the transformation of Saudi into a global travel and entertainment destination has propelled
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