Sara Eid, Regional Creative Director, Serviceplan Arabia.Starting my career in communication in 2003, I look back with both pride and humility at the progress we have made as Saudi ad women. What once felt like isolation in a male-dominated field has transformed into a dynamic landscape filled with inspiring female leaders. This evolution has been fueled by dedicated trailblazers and governmental initiatives aligned with Vision 2030.
A significant acceleration in this shift has come through various programs introduced by the Ministry of Human Resources and Social Development. These efforts focus on empowering women and enhancing their leadership roles, paving the way for a more inclusive professional environment.
As we celebrate International Women’s Day, I take great pride in joining the many talented women in the ad industry, especially the rising stars in Saudi Arabia. The theme of our Serviceplan 2025 philosophy, Future Positive, resonates deeply with me as I reflect on the incredible progress Saudi ad women have made in the communication sector. It is an exciting time, filled with opportunities, and I am eager to see how far we can go.
The invisible struggles behind the success
While the visible progress is inspiring, the untold story of overcoming challenges deserves even greater celebration. This journey has not merely been about achieving diversity and inclusion — it has been about creating the demand for these principles. According to a study by the Riyadh Behavioral Insights Center, factors influencing women’s workforce participation extend beyond organizational policies to societal expectations and individual challenges.
At the organisational level, hiring and promotion policies are important, but deeper dynamics exist. One of the key strengths women bring to the industry is empathy, a scientifically proven advantage supported by research from the National Institute of Health (NIH) and Oxford Academic.
This empathetic edge makes women invaluable in creative and strategic roles, allowing them to build strong connections and retain partnerships. With the right support, women will not only lead but also pioneer new directions for the industry.
The role of society in women’s empowerment
Despite organisational efforts, societal norms continue to play a crucial role in shaping women’s experiences in the workforce. Our industry is highly competitive and demanding, requiring resilience regardless of gender. Moreover, cultural expectations often create additional barriers to leadership or leave women feeling disconnected from their communities.
Balancing professional and personal responsibilities, particularly regarding family and marriage, adds another layer of complexity. While we may not change our entire environment, we can create supportive communities. These networks can bring together women from different backgrounds, united by their aspirations for growth. By fostering mentorship, we cultivate role models who inspire and guide future generations.
Bridging the confidence gap
Beyond external barriers, women also face internalised challenges. One significant issue is the confidence gap.
Studies by the Institute of Leadership & Management indicate that women often exhibit lower self-confidence, particularly as they rise into leadership positions. I have faced moments of self-doubt at every milestone in my career, but I have learned to use these moments as fuel for growth.
When mentoring young professionals — both men and women — I emphasise that confidence is not about never doubting oneself, but about pushing forward despite those doubts. Recognising the responsibility we carry is crucial, not only for ourselves but also for those who will follow in our footsteps.
A call to action for Saudi ad women on leadership and support
As women in communication, we have a unique opportunity — and responsibility — to serve as role models.
Our mission extends beyond personal success; we must also uplift other women in our region and beyond. This mindset should be our guiding principle in everything we do.
Supporting one another should not be seen as an obligation but as a passion and a higher purpose. Women in leadership must take the initiative to foster workplace environments that acknowledge the challenges women face — not just at work but in their personal lives as well. Creating these spaces will allow women to thrive, not just survive.
Embracing a future positive mindset
The essence of future positive is the belief that greatness often emerges from adversity. Every challenge carries the potential for transformation. Reflecting on my journey, I celebrate the remarkable women who have shaped the communication and marketing landscape in Saudi Arabia, the MENA region, and across the world.
Being a woman has never been a barrier to success. On the contrary, it has been a privilege. Let’s continue to break barriers, redefine norms, and create an industry where future generations of women can thrive.
By Sara Eid, Regional Creative Director, Serviceplan Arabia.
