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The significance of crafting content that resonates with Saudi audiences

“Agencies must pivot towards crafting content that is culturally attuned,” writes FP7's Amr El Kalaawy

Where do you see the biggest potential for growth in Saudi?

Saudi Arabia’s advertising industry presents immense potential for growth, particularly in the digital and social media spheres.

With an estimated advertising market of around US$2 billion in 2023, Saudi Arabia leads the region in advertising spending.

The forecasted growth to exceed US$12 billion in the MENA region by 2024 underscores the country’s significant contribution to the region’s advertising landscape.

Saudi Arabia’s early adoption of digital transformation and its position as a global leader in social media penetration align with the growth trends seen globally in digital and social media advertising.

Leveraging these strengths, the biggest potential for growth lies in further harnessing digital and social media platforms to reach and engage with Saudi consumers effectively.

What is the biggest change you have seen within Saudi communication scene?

With 25 years of experience in the communication field within the region, my tenure in Riyadh has afforded me a profound insight into the diverse and vibrant Saudi culture.

This cultural tapestry has catalysed the emergence of Saudi creative luminaries, pivotal in shaping the advertising landscape and spearheading campaigns tailored to resonate deeply with the local consumer.

Not only are Saudi talents leaving an indelible imprint on domestic fronts, but they are also vying for recognition on the global stage of advertising accolades.

As Saudi Arabia strides forward in its embrace of progress, agencies must pivot towards crafting content that is culturally attuned, capturing the very essence of Saudi society.

How has the Saudi agency model/offerings changed?

In recent years, the Saudi agency model has undergone a transformative shift, aligning with global trends, and adapting to evolving market dynamics.

This evolution is propelled by various factors, including technological advancements, changing consumer habits, and the ambitious economic diversification agenda outlined in Vision 2030.

FP7McCann has embraced a data-driven approach, prioritising consumer insights and utilising analytics tools to scrutinise campaign performance, consumer behaviour, and return on investment.

Furthermore, there’s a growing acknowledgment of the significance of crafting content that resonates authentically with Saudi audiences.

As the Saudi market matures, agencies are concentrating on delivering comprehensive marketing solutions that seamlessly integrate traditional and digital platforms, ensuring coherent and impactful engagement with target demographics.

By Amr El Kalaawy, Regional Managing Director – KSA & Bahrain, FP7McCann