How have Saudi consumers changed in recent years?
The widespread adoption of digital tech has made them more selective, seeking personalised experiences and prioritising sustainability and ethical consumption.
This shift requires brands to adapt, offering tailored solutions that resonate with these evolving preferences, fostering stronger connections, and driving sustainable growth.
To support us in creating a deeper understanding of local audiences in Saudi we use Merkury, dentsu’s global data, identity, and insights platform, combines proprietary and partner data and 10,000+ consumer data attributes to, which in turn allows us to increase ROI, engagement and identified customers for our clients.
What new things are clients asking for?
Clients are on the lookout for media partners that offer holistic solutions and function as an extension of their team.
They are prioritising data and analytics for personalised experiences and real-time campaign effectiveness measurement.
They want fresh, impactful ideas that breakthrough the clutter and capture our audience attention.
How has the Saudi agency model/offerings changed?
In line with the changing demands, we’re witnessing a shift towards integrated solutions that cover a wide range of services.
Clients now demand more than just advertising; they seek strategic partnership that deliver comprehensive solutions tailored to their unique needs.
In response, we’re creating a borderless model that breaks down silos to answer these demands by connecting brand, content, commerce, and experience, underpinned by the creativity that helps our clients achieve competitive advantage and accelerate business results.
What is the biggest change you have seen within Saudi society?
The diversification of the economy, with a strong focus on innovation and technology-driven growth is not only shaping the way people interact and conduct business but also influencing societal norms and expectations, leading to a more dynamic and forward-thinking society in Saudi Arabia.
Where do you see the biggest potential for growth in Saudi?
Growth is clearest across e-commerce, gaming, sports, tourism, and entertainment thanks to the visionary goals outlined in Vision 2030.
We’re excited for what the future holds and are investing heavily in talent, research, tools and products across various sectors to keep up with the pace of change in the market.
What are the biggest challenges you face in the Kingdom?
In the Saudi media landscape, our major challenge is the intense competition, requiring us to stand out with innovative solutions and customised services.
Speed and agility in meeting client needs are imperative, along with ensuring we possess the necessary expertise for success.
Talent acquisition and retention are paramount for us at dentsu as we aim to foster a skilled workforce that drives innovation and excellence in our field.
By Ahmad Haidar, Managing Director, dentsu KSA
