Title: CEO, MBC Media Solutions (MMS)
Years in the role: 5 years
Years in the industry: More than 20 years
Years in the Middle East region: Born and raised
Other roles / board memberships: President of the IAA KSA Chapter, 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: IAA Saudi Chapter –Building a stronger advertising community in the Kingdom
When I look at the pace of change in Saudi Arabia today, one thought is clear: transformation needs storytellers. Behind every new industry, every mega-project and every cultural milestone, there must be a narrative powerful enough to connect people to progress. That is where advertising comes in – not as a supporting act, but as a central driver of growth
and development.
We often measure advertising in impressions, clicks, or ROI. But the real measure is its impact on society and the economy. In 2024, Saudi Arabia accounted for over a third of all ad spend in the Middle East. This isn’t just a number; it is evidence that advertising is becoming the driving force of our transformation. From tourism to technology, from sports to entertainment, industries are leaning on advertising to tell their stories, attract investment and inspire audiences.
Think of how sports sponsorships, cultural festivals, or tourism campaigns don’t just sell tickets or trips – they create belief in a bigger national narrative. They show Saudi Arabia as a place of opportunity, creativity and pride. Advertising, in this sense, is not just selling products. It is selling possibility.
The IAA Saudi Chapter: a new milestone
That is why the recent launch of the International Advertising Association (IAA) Saudi Chapter marks a milestone for our industry. For the first time, Saudi Arabia has its own official representation within this global body with more than 4,000 individual and corporate members spanning marketing, advertising, media, IT communications and academic sectors.
I view the IAA KSA chapter as a platform to amplify the strength we already have – to raise standards, accelerate knowledge exchange, and project Saudi expertise onto the global stage. The chapter’s mission is to build on momentum – nurturing the next generation of Saudi talent, deepening collaboration across the industry, and ensuring that our voice helps shape the future of advertising worldwide. This comes to life through industry events that spark dialogue; research that drives insight; training that empowers young talent; and advocacy that ensures Saudi voices are heard on the global stage.
As someone who has spent their career in media and marketing, I’ve seen how the right campaign can change the trajectory of a brand – or even an entire sector. What excites me most today is not just the scale of what’s being built in Saudi Arabia, but the stories we are yet to tell.
Advertising has always had the power to persuade. In Saudi Arabia today, it has the power to transform. And with the IAA Saudi Chapter, we now have the collective muscle to ensure that transformation is guided by creativity, fuelled by talent and anchored in purpose.
This is just the beginning. I look forward to welcoming more members into the chapter and to seeing the ideas, energy and perspectives they will bring as we shape the next era of Saudi advertising together.
Highlight of the last year
Being appointed as the first President of the newly formed IAA Saudi chapter, which aims to position Saudi Arabia as a global leader in the advertising industry by promoting collaboration, empowering local talent, and aligning with the Kingdom’s development goals and Vision 2030.
Rapid fire
What the industry needs to talk more about:
Creative effectiveness and local talent.
What the industry needs to talk less about:
Vanity metrics.
If you could change one thing in the blink of an eye, you would have …
Faster industry collaboration.
What mobile application can you not
live without?
WhatsApp.
What word / phrase do people remember you for using the most?
“Growth is the only way forward.”
What’s one local / regional tradition that you love the most?
Majlis gatherings.
What’s your top word of advice for Gen Z and Gen Alpha?
Stay curious, stay bold.
What’s your go-to comfort food?
Homemade food by loved ones.
What’s your favourite ad from the past 12 months?
The recent Saudi Tourism Authority ad, ‘I Came for Football, I Stayed for More’ featuring Cristiano Ronaldo.
