Saudi Arabia has given marketing a far bigger role than most markets ever do. Usually, people already understand the product, the habit exists and the demand is waiting to be won. The challenge for brands is straightforward: differentiate, stay visible and convert better than the competition.
In Saudi Arabia, the job is not only to capture existing demand, but also to help create it. That is what makes the market so interesting. We are not only seeing the growth of brands, but also the emergence of entirely new behaviours across tourism, entertainment, culture and lifestyle.
In many cases, the consumer journey does not begin with comparison; it begins with introduction. Before asking people
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