Idea Bakery, a US-based brand strategy firm, has selected Saudi Arabia as its first overseas base as part of its international expansion.
Idea Bakery’s Founder & Executive Chef, Serfi Altun chose the Athar Festival of Creativity to make the announcement.
The agency describes itself as “a boutique yet global brand strategy company that has been baking bespoke creative strategies for its clients around the globe for the past 14 years”.
Its clients include Google Global, Bayer Global, Coty, Coca-Cola and Unilever.
The inaugural Athar – Saudi Festival of Creativity took place from 14-15 November in Riyadh.
Launchpad
Along with bring togteher the creative industry in the Kingdom, the hope is for the festival to be a ‘launchpad’ for new ventures, partnerships and expansions into the country in the coming years.
Idea Bakery has been active in Saudi Arabia for the past decade across the food & beverage, technology, tourism, banking, health and wellness, retail, mobility and entertainment sectors,
It helps build and strengthen brand strategies, run agency pitches, develop creative briefs and bolster the capabilities of marketing teams at all levels.
Along with 16 years of leadership experience at P&G in CEEMEA and North America. Altun is also known for her role as Dean of the Student Academy at Cannes Lions, the nternational creativity festival.
Idea Bakery will open and operate an office in Riyadh as its first international expansion location.
Altun said: “Having witnessed the rapid progress in Saudi over the last decade, I am very excited to take part in contributing to Vision 2030, especially in regards to supporting women’s empowerment and helping fuel the development and success of young talent.
“As Idea Bakery, we are ready to share our expertise and passion on the ground, working more closely with Saudi brands and their customers and consumers.”
