The world is changing at its fastest pace since the days of the industrial revolution. We’re embracing a world where we concomitantly have one group of consumers who are struggling to keep up with the latest technological and digital advancements, while another generation of customers are demanding an active seat at the table through co-creative, cultural relevance, immersive and interactive media channels, and digital technologies.
Marketers in the Middle East have quite a task on their hands – to ensure that their brand building and sales efforts are in equal parts nostalgic, and steeped in tradition and respect, while simultaneously welcoming a cultural makeover in a world of GenAI, GenZ, and purpose-driven workforces.
Campaign Middle East peeled the onion in an in-depth discussion with Faisal Ali Al Eisawi, a seasoned veteran of Saudi Arabia’s media and advertising sector, about the cultural challenges facing marketing agencies, the need to prioritise people as a core element of success, embracing human-AI collaborative workflows, and much more.
“Diversity and inclusion is the first cultural challenge to tackle”
Speaking to Campaign Middle East in a candid conversation, Faisal did not mince words.
“Absolutely, marketing agencies need a cultural overhaul! We’re not talking about minor tweaks here; we’re talking about a full-on transformation to keep pace with GenAI, GenZ, and the new wave of purpose-driven workforces,” Faisal said.
When queried further, he pointed to diversity and inclusion as the first cultural challenge to tackle.
“Diversity and inclusion isn’t just a box to tick; it’s about creating an environment where diverse ideas flourish and drive innovation. Next, we need to embrace a culture of continuous learning. Technology is evolving at breakneck speed, and if we’re not learning and adapting, we’re falling behind. Aligning the agency’s mission with societal values isn’t optional anymore—it’s essential to attract and retain top talent who want to make a difference,” he added.
“Lastly, integrating advanced technologies into our daily workflows is crucial. We need to ensure every team member is not just comfortable with these tools but is using them to enhance creativity and productivity.”
Correct core marketing team is “just the start”
Currently serving as the regional managing director of Digitect, one of the fastest-growing integrated communication agencies in the region, Faisal is open about the fact that his professional journey has been shaped by mentorship from some of the industry’s finest professionals.
As such, Faisal advocates a people-first approach, with a specific focus on transparency, teamwork, and talent development.
“People are the heartbeat of any great agency. Building the right core team is non-negotiable, but it’s just the start,” he explained.
Faisal added: “Transparency isn’t a buzzword; it’s the foundation of trust and open communication. Teamwork amplifies our creative potential and problem-solving prowess, turning good ideas into game-changers. Investing in talent development is about keeping our team dynamic and hungry for growth. We must balance clear timelines and targets with the flexibility to accommodate the creative process. Prioritising people isn’t just a strategy; it’s the only way to ensure sustained success.”
Human-AI collaborative workforce
Our conversation then transitioned into the role of humans in the world of AI. Faisal agreed to the fact that AI is not going anywhere; that it’s here to stay. He also agreed that marketers who use AI are going to run miles ahead of those who don’t.
He said, “Let’s get one thing straight: AI isn’t here to replace us; it’s here to supercharge us. By leveraging a human-AI collaborative workflow, agencies can elevate their campaign effectiveness to new heights.”
Faisal went on to explain how working with AI can free up time, improve decision-making, and create campaigns that truly drive value and resonate with consumers.
“AI can sift through mountains of data to provide real-time insights and trends, grounding our brainstorming in concrete, actionable information. During the drafting phase, AI can churn out ideas and content at lightning speed, freeing up human creativity for refinement and innovation,” Faisal explained.
“When it comes to personalisation, AI can craft highly tailored content at scale, ensuring our messages hit the mark every time. And for optimisation? AI’s ability to monitor and adjust campaigns in real-time means continuous improvement and relevance. This isn’t about choosing between human and AI; it’s about harnessing the best of both worlds to create campaigns that truly resonate,” he added.
But in order to bring out the best in people and the best of AI, will brands and marketing agencies need to empower robust leadership?
Faisal answered, “Bold, informed leadership is what drives us forward. It differentiates us in a crowded marketplace and creates an environment where creative and strategic thinking can thrive. It’s not just about staying ahead of the curve; it’s about setting the curve.”
“In the fast-paced world of marketing, bold, informed leadership isn’t just important; it’s indispensable. It’s the key to navigating complexity and achieving long-term success,” he concluded.
