The marketing and advertising landscape is getting increasingly saturated. Consumers are attempting to wade through an endless stream of content on online and offline platforms, while brands are trying to find their voice within the noise by demanding out of the box creativity.
Campaign Middle East conversed with Najib Sabbagh, Founder & CEO, SSUP World (Sunny Side Up), on the sidelines of the Athar – Saudi Festival of Creativity in Riyadh on similar challenges facing creative agencies and how to tackle them.
“The biggest challenge? Standing out in an increasingly cluttered market,” Sabbagh said. “With so many voices and choices, it’s tough to grab attention — let alone keep it. For agencies, it’s not just about being creative anymore; it’s about staying ahead of trends, understanding rapidly changing consumer behaviors, and constantly pushing the boundaries.”
Several discussions at the Athar Festival alluded to attention and time as the currency that most brands are vying for, while Sabbagh pointed to innovation within creativity as the tool to capture this currency.
This focus on creativity has only risen within a highly competitive market, where agencies are attempting to differentiate themselves to clients, whose demands for high-quality creative work remain at an all-time high. Clients have made it clear that they’re looking for creative effectiveness that not only drives business goals, but also lends to building a long-term, sustainable brand that resonate with core audiences.
“In a space where competition is fierce, our job is to not only attract new clients and top talent but also to continually innovate in ways that feel fresh, relevant, and impactful,” Sabbagh said. “In a region as unique as ours, where cultural nuances are woven into everyday life, campaigns have to do more than just sell — they need to connect.”
Marrying out of the box creativity and cultural sensibilities in Saudi Arabia
Explaining how to find that delicate balance between honouring tradition and embracing modernity, Sabbagh added, “A cookie-cutter approach won’t work; instead, campaigns that feel personal, resonate with local values, and speak to the heart of our culture will rise above the noise. It’s about crafting messages that feel authentic and tailored, allowing brands to genuinely connect with people on a deeper level.”
This coming together of culture and creativity, as well as tradition and modernity, is especially true for the Kingdom of Saudi Arabia, where clients have mandated a greater focus on the local community, to empower local ideas, partner in community-led projects, with local programmes and influencers, and create a strong emotional connection with local audiences.
“People often see Saudi Arabia through a narrow lens, imagining it as traditional and unchanging. But the reality is much richer and more dynamic and diverse. Saudi culture is incredibly warm, with deep-rooted values of family, hospitality, and generosity. It’s a society that respects its heritage yet is open to growth and change,” Sabbagh explained.
He added, “Marketers who truly want to succeed here need to look beyond the stereotypes and appreciate the balance Saudis are striking between tradition and progress. The country is evolving, and campaigns that reflect this dynamic mix — celebrating what makes Saudi unique while embracing its forward momentum — are the ones that resonate most.”
Before concluding the discussion, we asked Sabbagh what defines his brand philosophy and the core focus for SSUP World.
“It’s creativity. Creativity is the spark that pushes us forward, helping us bring fresh ideas and meaningful solutions to our clients,” Sabbagh said. “We believe that creativity isn’t just about thinking out of the box — it’s about imagining possibilities that don’t even have a box. Our team thrives in an environment that celebrates originality, encourages curiosity, and values innovative thinking. Creativity, for us, is the heartbeat of our work.”
