INDUSTRY SNAPSHOT
HOW HAVE CONSUMERS CHANGED IN SAUDI ARABIA IN RECENT YEARS?
There has been a significant change in consumer behavior in Saudi Arabia as the country opens up. Consumers are now more receptive to complex and engaging creative ideas. They are at the forefront of digital consumption, well-informed, and actively follow updates on digital and social platforms. While they remain true to their roots and culture, the increasing diversity within the population should also be taken into account.
WHAT NEW DEMANDS ARE CLIENTS MAKING IN SAUDI ARABIA?
Clients now seek relevant insights that are informed and exciting, catering to their customer base. With increased exposure, there is a need to meet or even exceed global standards. Data plays a crucial role, and there is a push for data-driven creativity on a larger scale. Insight mining is now the standard, and agencies that fail to incorporate it will struggle to keep up with the evolving landscape.
HAS THE AGENCY MODEL/OFFERINGS IN SAUDI ARABIA CHANGED OVER THE YEARS?
Undoubtedly, the digital revolution has brought about significant changes. Agencies must provide intelligent solutions as clients become more exposed and aware of new trends and technologies. Data collection and mining must be integral to every service an agency offers. Without access to original data, agencies risk being left behind. Moreover, establishing looser structures and connections to expand the network of expertise is necessary. Full-fledged capabilities are favored over specialization in Saudi Arabia.
WHERE DO YOU SEE THE GREATEST POTENTIAL FOR GROWTH IN SAUDI ARABIA?
The government’s vision for 2030 sets the blueprint for the future, and as we progress towards it, new industries such as entertainment, sports, and tourism are flourishing. The completion of mega projects like Neom, Red Sea Development, and Qiddiya will push boundaries even further. This presents a golden era for agencies that know how to capitalize on these opportunities.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
The speed of development is the biggest challenge. The pace at which projects like Riyadh Season are completed is astonishing. Surviving in this environment requires agencies to match that speed. Finding talented individuals with the expertise and stamina to meet these demands is also difficult. Managing an agency under such pressure is no easy task. Balancing the monthly pressures of pace with the annual requirements of other clients is essential.
HOW HAVE YOU ADAPTED YOUR OFFERINGS TO REFLECT THE CHANGES IN SAUDI ARABIA?
As an agency, we have become more responsive and have expanded our services to meet every possible requirement. Exposure to tools and data that keep us relevant and aligned with international standards has been crucial. Our local roots and international connections through our network, Webedia, have facilitated this process. Webedia not only provides access to international expertise but also traditional advertising network services. Our regional network offers insights and access to a wide range of end users through our publishing channels. However, our most important asset remains our pool of talented individuals who must be flexible, multi-disciplined, and always motivated.
Omar Alabdali, CEO, The Fullstop
