TITLE: CEO, Publicis Communications KSA
YEARS IN THE ROLE: 1 year
YEARS IN THE INDUSTRY: 22+ years
YEARS IN THE MIDDLE EAST REGION: 14+ years
OTHER ROLES: Chairman at ProsperUS, Board member at Actrofit, President of the IMD Alumni Association in Saudi Arabia
POWER ESSAY: SAUDI ARABIA – A MARKETER’S PARADISE
Imagine a nation on the precipice of a grand transformation. Imagine towering futuristic cities rising from the desert, colossal entertainment hubs teeming with life, and ancient heritage sites reimagined for a new era. This isn’t a scene from a sci-fi film; it’s the reality of Saudi Arabia today, fuelled by the ambition of Vision 2030. And for marketers, it’s a dream come true.
My journey has taken me across a spectrum of industries, from leading global brands to working with government entities, always focused on the power of marketing to create lasting impact. This experience has given me a unique perspective on this transformative shift. I’ve seen the power of branding firsthand, witnessed the impact of a well-crafted message, and experienced the thrill of shaping a nation’s identity on the global stage.
Saudi Arabia, with its rich history and deep cultural roots, is now boldly embracing the future. It’s a future where innovation isn’t just a buzzword, but a guiding principle. From the futuristic cityscape of NEOM to the breathtaking Red Sea Development, the kingdom is embarking on a journey to redefine itself, not just within its borders, but on the global stage. And at the heart of this journey is the power of storytelling, the ability to capture the essence of a nation in motion and convey it to the world.
It’s not just about mega-projects, though they are certainly breathtaking. It’s about understanding
the aspirations of a nation that is brimming with youthful energy, a nation that is confidently embracing its cultural heritage while looking towards a brighter tomorrow.
For marketers, this translates into boundless opportunities. Here, you’re not just selling a product, you’re selling a vision, a dream, a story. You’re helping to shape the image of a nation in the world’s eyes.
Imagine crafting campaigns that resonate with the soul of a nation, campaigns that tell the story of transformation, of resilience, of dreams taking flight. Imagine working alongside a vibrant community of creatives, each bringing their unique talents and perspectives to the table. Imagine being at the forefront of a revolution, where technology and traditional values intertwine to create something truly remarkable.
This isn’t just a job; it’s a chance to be part of a historic moment, to contribute to shaping the narrative of a nation that is rewriting its own destiny. I believe the best creative work will be coming from Saudi Arabia in the years to come, and I am incredibly excited to be a part of this journey. It’s a chance to not just market products, but to market a future. And that, to me, is the most rewarding challenge of all.
CAREER HIGHLIGHT
Leading the launch of the ‘Made in Saudi’ programme, a national initiative under the patronage of HRH Prince Mohammed bin Salman bin Abdulaziz, has been a defining moment of my career.
The programme, a cornerstone of Vision 2030, aims to build a trusted national brand for Saudi products and services, promoting them both domestically and globally. My role involved building a strong team and growing the portfolio of participating companies, successfully establishing a robust communication strategy, and implementing comprehensive marketing campaigns, with the goal of establishing ‘Made in Saudi’ as a symbol of quality, innovation, and excellence.
The programme has been instrumental in promoting Saudi exports and showcasing the talent and expertise of Saudi businesses on a global stage.
Rapid fire
Focus for the next 12 months?
Growing Publicis Groupe’s presence in KSA while contributing to the success of Vision 2030.
Buzzword we need to kill?
‘Disruption’
Marketing needs to prioritise?
Authenticity and customer-centricity.
Marketing needs to change?
Needs to embrace technology and innovation.
Top lesson learnt in 2024?
Importance of collaboration and building strong teams.
What worries you the most?
Lack of innovation and creativity.
Value/principle that matters the most?
Integrity and ethical leadership.
Next travel destination?
Spain.
What is your pet peeve?
Lack of preparation.
Who do you look up to?
My son; he teaches me new things every day.
What are you reading?
The Medici Effect
Favorite hobby?
Cars, video games and sports.
Top tip?
Always learn and adapt.
