HOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
In recent years, Saudi consumers have embraced digital and social media, leading to a mobile-first approach that has pushed all industries to enhance their online and digital experiences.
Personalised and dynamic marketing approaches are now highly effective, as more consumers value cultural sensitivity, local relevance, and sustainability.
This renewed pride in Saudi culture and heritage, combined with a growing young population eager for new experiences and global trends, is driving exciting changes in the country.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
Saudi Arabia is aiming high, with aspirations unbounded by budgets or limitations.
This evolving mentality among Saudi nationals and clients reflects a strong desire for top-tier services, driven by Vision 2030’s ambitious goals spearheaded by Deputy Crown Prince Mohammed bin Salman.
Clients now seek innovative solutions and personalised, culturally relevant marketing strategies.
There is also a growing demand for sustainable practices and high-quality, immersive experiences that blend Saudi culture with global trends.
HOW HAS THE SAUDI AGENCY MODEL/OFFERINGS CHANGED?
The evolution of our Saudi office has been remarkable. At Quill, we have successfully extended our proprietary IQ Model to Saudi Arabia, transforming insights into impactful and compelling communication narratives.
Unlike most agencies in the region that offer singular expertise, our strength lies in offering integrated communication solutions.
Our comprehensive approach positions us to meet the diverse needs of the market and drive meaningful progress.
We firmly believe in “Made in Saudi, Thinking in Saudi,” which means adapting our regional and international know-how to the local culture.
By recruiting Saudi talent and deeply embedding ourselves in the local context, we ensure our strategies and solutions are both relevant and effective.
WHAT IS THE BIGGEST CHANGE YOU HAVE SEEN WITHIN SAUDI SOCIETY?
The most significant change I have observed within Saudi society is a remarkable surge in openness and acceptance of change.
This is evident in their continuous quest for fresh perspectives and their willingness to adapt to novel concepts and ideas.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI?
The growth potential in Saudi Arabia is vast and largely untapped, leaving much of it to the imagination of organisations operating in this market.
It is through innovative thinking, creative strategies, and a deep understanding of the evolving consumer landscape that businesses can truly unlock the immense growth opportunities that Saudi Arabia offers.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
One of the biggest challenges we face in the Kingdom is securing access to qualified talent.
The vast and largely untapped growth potential in Saudi Arabia requires innovative thinking, creative strategies, and a deep understanding of the evolving consumer landscape to unlock the immense opportunities available.
Overcoming this talent gap is crucial for leveraging these opportunities and driving sustainable growth.
By Maan Bou Dargham, Chief Executive Officer, Quill Communications
