As the Saudi advertising and marketing landscape continues to mature and grow, brands and agencies are being pushed to change beyond traditional campaign models. From always-on storytelling to AI-powered personalisation, Tarek Esper, Managing Director at SOCIALEYEZ, shares how agencies that will stay competitive are those able to combine deep local understanding with faster execution, stronger cultural relevance and global thinking standards.
What are global brands still getting wrong about marketing in Saudi?
Esper: Global brands can still see localisation in Saudi Arabia as an extension of their global markets, when it really starts with understanding the market, its culture and how people behave. Saudi audiences engage with the same global trends, platforms and content as anywhere else. The difference is how they interact, what feels relevant locally and what creates real connection.
This is especially true with younger generations, who are shaping culture quickly and expect brands to feel current, authentic and in tune with their lives today. Outdated assumptions about the market no longer work.
Another challenge is relying on short campaign bursts instead of building an always-on presence. In a fast-moving market like Saudi Arabia, relevance comes from showing up consistently and staying part of the conversation.
The brands that succeed understand a simple truth: global thinking, local execution. Strong ideas can travel, but they need to be shaped for Saudi in a way that feels natural and real.
“Strong ideas can travel, but they need to be shaped for Saudi in a way that feels natural and real.”
How have Saudi client expectations changed compared to two years ago?
Esper: Saudi clients are expecting much more today than they were two years ago. There is now a far stronger understanding of their market, the style of campaigns that resonate and the level of work needed to stand out. Expectations have moved beyond simply being present to creating real impact.
There is also greater appetite for bolder ideas, stronger messaging and campaigns that lead conversation rather than follow it. Clients are more confident in taking risks, pushing creative boundaries and aiming higher in both strategy and execution.
That shift reflects Saudi Arabia’s position today as one of the leading markets in the Middle East for creativity and innovation, and increasingly the regional benchmark for ambition and quality. Many brands now want to be more than participants, they want to set the standard for the wider region.
What skills and capabilities will agencies need to develop to stay competitive in the Saudi market?
Esper: Staying competitive in the Saudi market will come down to combining deep local understanding with world-class capability. A strong grasp of culture, audience behaviour and localisation is essential, because the work needs to feel relevant, authentic and built for the market.
At the same time, agencies need to keep evolving how they approach innovation. That means using new technology, platforms, data and smarter ways of creating and delivering content. Clients increasingly expect faster thinking, sharper execution and ideas that move with the pace of the market.
Genuine expertise still matters as well. Saudi clients want partners who understand global standards, regional best practice and how leading brands grow around the Nation. The agencies that stand out will be the ones that bring together local insight, innovative thinking and regional experience to create real impact.
The industry in Saudi needs to do more to support …
Esper: always-on storytelling and long-term brand building. Too often, momentum is concentrated around major campaigns or key moments, when the real opportunity is to build consistent narratives that grow over time and stay relevant every day.
Saudi Arabia has already shown through Vision 2030 that it is ambitious, innovative, technology-driven and bold in its direction. That spirit should not only live in flagship announcements or large-scale initiatives. It should translate into everyday marketing, content and brand experiences.
There is a clear opportunity for brands to reflect this energy more consistently through sustainable strategies that keep the story moving, evolve with audiences and create stronger long-term connections with people.
The trend that will influence marketing strategies the most over the next few years is …
Esper: The biggest trend will be the rise of brands as enablers within the community. People increasingly expect more than products or advertising. They want brands to play a meaningful role in helping them grow, connect and improve everyday life.
This creates a major opportunity for brands to add real value through opportunities, inspiration and useful experiences. That could mean supporting talent, creating access to knowledge, opening new pathways for entrepreneurs or helping communities solve real challenges.
Technology, innovation and AI will accelerate this shift. The most successful brands will be those that use these tools not just to market better, but to serve people better through smarter services, personalised experiences and solutions that make life easier.
In the years ahead, the brands that win will be the ones that move from simply talking to communities to actively enabling them.
