Saudi talent (the new oil of Saudi Arabia) We are in the midst of a creativity supernova in the kingdom – from the rise of local agencies to global agencies setting up their regional HQs in Saudi and hiring and training local talent. It is only with local know-how and specific insights that brands can succeed. Saudi is multifaceted, with different regions, dialects and humour (which is a big aspect of brand communication in the kingdom). We have seen mishaps by global brands who decide to work with global agencies that don’t have any footprint in the kingdom – and in some cases don’t have Saudis as a majority part of their teams. We are also seeing a trend of government arms and
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