The strongest strategy departments in Saudi are not the most local or the most international. They are the ones where both coexist, sometimes uncomfortably, writes Interesting Times’ Roupen Markossian.
Have we made ‘local’ the answer before asking the question? There’s a new rule in Saudi’s marketing industry: local wins.
What we say and how we say it. Who we show. What we do. What we stand for.
It is no longer just a creative choice; it is an expectation. The agency has to be local. The talent has to be Saudi. The voice has to feel authentic, rooted and real.
And to be clear, this shift is not only valid; it
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
