Title: Chairman, Al Arabia OOH and Saudi Media Company (SMC) and President of UD Almeria
Years in the role: More than 10 years
Years in the industry: More than 20 years
Years in the Middle East region: Born and raised
Power Essay: Building confidence, expanding markets
When people talk about the media and advertising industry, they often describe it in terms of challenges: fragmented markets, lack of transparency, limited measurement, or competition for shrinking
budgets. I see it differently. Every challenge is also a solution waiting to be unlocked.
Saudi Arabia’s media industry stands at a pivotal moment. Vision 2030 has created an environment that encourages bold ambition, international partnerships and local innovation. The opportunity ahead is not just to protect what we have, but to expand the scale of the market itself. Today, MENA’s advertising industry is valued at around $10bn. My belief is that this figure should not be the ceiling, but the starting point. With integration, collaboration and a renewed mindset, I believe we can triple this figure.
The key is to move away from fighting over the existing share and instead focus on expanding the size of the market itself. Too often, energy is wasted in competing within a narrow band of spend. The real opportunity is in building trust, transparency and education that unlocks new investment. When clients understand the value that effective media delivers, they are more willing to grow budgets and take creative risks.
This requires a cultural shift. Transparency in pricing, consistency in measurement and collaboration across the ecosystem are essential foundations. No single company or platform can achieve this alone. The market must rise collectively, if it is to achieve its full potential. As a group, we are committed to leading this transformation. Our ambition is to take Saudi Arabia’s success and scale it regionally, moving from a national champion to a MENA champion, and from there, accessing global markets.
Technology will play a decisive role in this transformation, but it is not the only lever. Programmatic trading, data-driven planning and AI-powered analytics will help make the industry more efficient and measurable, but their greatest value lies in how they can build confidence and accountability. Equally important is talent – developing local expertise, empowering young professionals, and nurturing creativity. This is how we ensure that Saudi Arabia is not just a participant in the global media landscape but a leader within it.
We must also broaden our vision of what media can achieve. Beyond economic value, media has the power to tell authentic stories, shape culture and enhance the Kingdom’s global reputation. The role of our industry is to connect people and ideas, and in doing so, contribute to the wider ambitions of Vision 2030.
The opportunity is clear: to grow the market, not divide it; to build a unified media industry that is larger, stronger and more influential than ever before.
With optimism as our compass, and with Saudi Arabia leading the way for the region, I believe the MENA market can achieve its full potential and establish itself as a true global player.
Highlight of the last year
Championing Saudi Arabia’s media transformation and positioning the Kingdom as a regional hub aligned with Vision 2030.
