What is the biggest change you have seen to the way you do business in Saudi?
These are unrestrained times for industry folks within the kingdom. Not only are new rules of the game being amended daily due to the 2030 Vision, but we are also witnessing seismic shifts in how clients articulate objectives and identify drivers to growth. What is commendable is the excitement amongst local and foreign talents with this transformation and their commitment to these remarkable changes, which demands an outcome-first mentality. The immediate impact for agencies is to go back to fundamentals to ride this wave – to have a clear product offering and the talent to deliver on this vision. I can confidentl
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