TITLE: CEO of MBC Media Solutions (MMS)
YEARS IN THE ROLE: 4 years
YEARS IN THE INDUSTRY: 20+ years
YEARS IN THE MIDDLE EAST REGION: Born and raised
OTHER ROLES: Board Member of Arabiya United Digital, Egypt; Member of the Supervisory Board of Engineer Holding Group, KSA; Executive Member of the Saudi Moroccan Business Council.
POWER ESSAY: SAUDI ARABIA – THE POWERHOUSE OF INNOVATION, CREATIVITY, AND CULTURE
The future of advertising in the region is a dynamic blend of tradition and modernity, leveraging our rich heritage while embracing cutting-edge technology and global trends to connect with audiences wherever they watch. This synergy is driving the industry’s current transformation, which is growing at an unprecedented pace into a powerhouse of innovation, creativity, and cultural influence.
Saudi Arabia is fuelling the spirit of progress that is reshaping the region, with one of the most striking aspects being the rapid adoption of technology. Streaming services, social media platforms, and digital advertising are at the forefront of this transformation.
Shahid, the world’s leading Arabic streaming platform, is not only catering to viewers in the region but also reaching global Arab audiences. This presents brands in the region with unlimited opportunities and at MMS, we are constantly innovating the solutions that we offer on Shahid to enable brands to connect with audiences throughout their journey on the platform.
As a testament to MMS’s expertise and deep understanding of the region’s digital landscape, we have been appointed as the official advertising partner for Samsung TV Plus and Samsung Ads.
This partnership enables advertisers and agencies in Saudi Arabia, UAE, and Egypt to access Samsung TV Plus inventory and advanced CTV advertising formats, unlocking new opportunities for reaching audiences across these markets. Artificial intelligence (AI) and data analytics also play a pivotal role in shaping the future of media in Saudi Arabia, lead to even more innovative content delivery methods, from interactive storytelling to immersive virtual reality experiences.
MMS has been at the forefront of this technological adoption with its ‘In-Content Integration’ (ICI) offering, which enables brands to digitally insert their product into content after production timelines have passed. ICI uses patented AI technology to analyse thousands of hours of video content to find the perfect, contextually relevant moments for brands to connect with audiences and make sure their products are seen.
We are also leveraging the latest technologies to measure performance with unparalleled precision. By integrating advanced analytics, artificial intelligence, and machine learning, we can track and assess campaign effectiveness in real time. MMS is committed to providing data-driven solutions that empower our clients to make informed decisions and drive measurable results.
The Kingdom’s ambitious blueprint for economic and social reform emphasises the importance of a vibrant and diverse culture, this is reflected in the media landscape, where we see a focus on content creation, especially in Saudi Arabia, that shapes cultural narratives that influence perceptions at a local and global stage.
TV and digital measurement tools indicate a clear preference amongst regional audiences towards local and regionally produced content like MBC Group’s localised big formats; Top Chef, Arabs Got Talent & Saudi Idol as well as Arabised adaptation of global dramas and Arabic original content.
Moreover, the football league in Saudi Arabia, which features some of the sport’s most legendary players, has positioned the kingdom as a global epicentre for football in a short period of time.
To capitalise on these opportunities for our clients, we continuously innovate our solutions to ensure
they connect with their audiences across every platform and touchpoint. In response to the rapidly expanding sports landscape, we launched MMS Sports, unifying the most prestigious events, matches, and shows airing on SSC, MBC Group, and Al Arabiya under one powerful platform for our clients and brands to harness
The future of Saudi Arabia’s media industry is about more than just technological advancements and economic growth; it is about entering a new cultural era. This era is characterised by a renewed sense of national identity, a commitment to telling authentic stories, and a desire to share Saudi culture with the world. As the Kingdom continues to evolve, its media industry will play a central role in shaping its future, both within the region and on the global stage.
CAREER HIGHLIGHT
As we enter our fourth year, MMS continues to thrive as a leading commercial media company, delivering unparalleled results and innovation. Our position has only strengthened, representing some of the most influential media brands in the region, including MBC Group, Saudi Sports Company, Al Arabiya, Samsung Ads and TikTok in Egypt. Our partnerships have expanded, both locally and internationally, allowing us to offer even more tailored and effective solutions to achieve our clients’ strategic goals.
Rapid fire
Focus for the next 12 months?
Driving exponential growth for MMS.
Buzzword we need to kill?
The overuse of ‘disruptive’.
Marketing needs to prioritise?
Crafting creative, localised storytelling and purpose-driven marketing.
Marketing needs to change?
Moving away from generic, one-size-fits-all messaging.
Top lesson learnt in 2024?
Embracing curiosity keeps you ahead of the curve and drives innovation.
Biggest blessing in your life?
My children.
Value/principle that matters the most?
Authenticity.
Next travel destination?
Japan.
Favourite hobby?
Tennis and Baloot (a popular trick card game in Saudi Arabia).
