Saudi Arabia is in the midst of a remarkable transformation, driven by Vision 2030, which has triggered rapid growth across industries. As the Kingdom opens new doors to businesses, agencies from around the globe, especially those from neighbouring GCC markets, are eager to capitalise on the opportunities.
But the truth is: breaking into the Saudi market is more than just landing a few big contracts – it is about truly understanding the market and delivering campaigns that resonate deeply with the Saudi audience.
Now, more than ever, foreign agencies are finding it difficult to meet the expectations of Saudi clients. The reasons? A unique blend of cultural dynamics, evolving consumer behaviour, and intricate regulations.
To thrive, agencies must adapt their strategies, immerse themselves in the Kingdom’s landscape, and bring a localised understanding that goes beyond cookie-cutter global solutions.
Cultural understanding: the foundation of success
Saudi Arabia is not just a market – it’s a culture steeped in ambition, positivity, and a deep sense of pride in its heritage. To succeed, agencies must be more than just marketing experts; they must become cultural interpreters.
Campaigns that fail to reflect the values of family, faith, pride, identity, responsible humour, community, and hope will inevitably fall short.
Moreover, Saudi Arabia is a youthful nation, with the majority of the population under 35. This creates a unique dynamic, blending traditional values with modern aspirations.
Agencies that don’t understand these cultural nuances – such as the evolving role of women in society and the Vision 2030 projects – will find themselves out of sync with their audience. Success in Saudi marketing requires more than just data; it demands empathy and deep cultural alignment.
Unique consumer behaviour: a blend of tradition and technology in Saudi Arabia
Saudi Arabia is one of the most digitally connected societies in the world, with some of the highest rates of smartphone and social media usage. Platforms such as YouTube, X, Snapchat, TikTok, and Instagram aren’t just entertainment – they’re integral to shaping public opinion and driving purchasing decisions. Local influencers wield enormous power, and the digital landscape moves fast.
In such an ecosystem, relying on insights from other markets can be misleading. The Saudi digital ecosystem has its own rules, and personalisation is paramount.
Saudis expect brands to be nimble, responsive, and in tune with their evolving preferences. Agencies that are slow to adapt or rely on generic approaches will struggle to keep up with the pace of change.
Language and communication: more than just translation
Language in Saudi Arabia is more than just a tool for communication – it’s a reflection of identity. Arabic, in its classical form and regional dialects (such as Najdi and Hijazi), holds a deep cultural significance.
Campaigns designed in English and translated after the fact often fail to resonate because they miss the subtleties that make messages meaningful.
In the Kingdom, relationships are everything. Business interactions are built on trust and mutual respect. Agencies accustomed to transactional, fast-paced client relationships will face an uphill battle in Saudi Arabia. Here, patience and relationship-building are as important as the campaigns themselves.
Navigating the Saudi Arabia regulatory landscape: precision is key
Saudi Arabia’s regulatory environment is highly structured, and adhering to local laws and guidelines is non negotiable. From religious sensitivities to moral standards, agencies must be extremely cautious in how they present products and services.
Saudi consumers are vigilant, and any perceived mistake – no matter how small – can lead to reputational damage or even legal issues.
Clarity in communication is essential, and terms and conditions are scrutinised more closely here than in many other markets. Customers won’t hesitate to report brands to the authorities if they sense a misstep. Local agencies, with their familiarity with the legal landscape, have a clear advantage here.
Local insights: the competitive edge
At the heart of every successful campaign is local insight. Global data points and market research may provide a broad understanding, but they rarely capture the fine-grained details that make a campaign impactful in Saudi Arabia.
On-the-ground presence is invaluable. Local agencies – those embedded in the fabric of the community – understand the shifting dynamics of Saudi society.
They’re quicker to spot emerging trends and more attuned to grassroots movements that shape public opinion. For foreign agencies, this level of market intelligence can be hard to come by, leading to campaigns that feel out of touch or irrelevant.
Adaptability: the way to thrive in a fast-moving market
Saudi Arabia’s pace of change is nothing short of extraordinary. With new regulations, technologies, and opportunities emerging constantly, agencies must be proactive, adaptable, and ready to pivot at a moment’s notice.
Local agencies, deeply embedded in the market’s pulse, can adjust faster than global firms that often rely on more traditional methods of campaign development.
The Saudi market rewards agility and innovation. Agencies that are nimble and willing to take bold, calculated risks will find success. Those that cling to slow, rigid processes will be left behind.
The road ahead for foreign agencies in Saudi Arabia: a call for localisation
While foreign agencies bring a wealth of global expertise and creative talent, they must recognise that the Saudi market operates on a different wavelength. The Kingdom’s clients aren’t just looking for campaigns that look good on paper – they want insight-driven strategies that reflect the heart and soul of the local audience.
For agencies aiming to thrive in Saudi Arabia, the roadmap to success involves more than just learning the rules. It’s about investing in local knowledge, forming deep trust-based relationships, and embracing the cultural richness that makes Saudi Arabia such a dynamic and promising market.
Only by immersing themselves fully in the local context can foreign agencies hope to meet and exceed the expectations of their Saudi clients.
In a country with such a bright future, those willing to adapt and evolve with the market will find not just success, but endless opportunities for growth and innovation.
The key is understanding that Saudi Arabia is more than just another market — it’s a world of its own, and it demands respect, insight, on-ground presence, local talent, and a commitment to excellence.
By Hussein M. Dajani, Group Chief Marketing and Customer Centricity Officer, Petromin Corporation
