Saudi Report 2021: Change agent, by OMD’s Wissam Najjar

Saudi Arabia’s rapid transformation calls for a new breed of agencies, says OMD MENA’s COO Wissam Najjar.

With his recent interview on the progress of Saudi Arabia’s Vision 2030 development plan, Crown Prince Mohammed Bin Salman Al Saud broke local TV rating records and achieved millions of views on YouTube. His global ambition for the country is clearly infectious, and the excitement is rising.
The signs of change are everywhere and hard to miss. At a societal, cultural and entertainment level, the break from the past is significant. Most recently there’s been a push to attract major global sporting events, from boxing to golf, the Paris Dakar Rally and soon F1. Combined with a groundbreaking tourism drive, they open a new window to the country and help update perceptions.
There is also

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