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A vibrant advertising market that is witnessing tremendous growth, the scene in the Saudi Arabia looks geared toward progress and meaningful change as the Kingdom embraces all manner of new technologies, innovation and creativity to cement its pioneering spirit and leadership.
ArabAd sought insight from a selection of advertising professionals to get a true feel of the pulse of the Saudi ad business, and to delve deeper into the challenges and opportunities facing the local ad industry, by asking them the following:
Saudi Arabia looks like the new “El Dorado” for the regional communication industry to such an extent that numerous foreign ad agencies are extending their footprints into the kingdom. How do you view the mushrooming of agencies and the increased competition this creates? Do you think the market can accommodate all these new arrivals, and can these agencies thrive easily in this new open environment that seems to promise so many opportunities? What are you doing to sharpen your agency’s edge? Can we talk about a new era for the Saudi ad industry?
Here is what Omar Alabdali, CEO, FullStop KSA had to say:
‘It is exciting indeed to be in the midst of the advertising industry during this stage of the country’s growth. I believe the market is growing at a faster pace than our industry can grasp or even grow in order to fulfill, which is creating a surplus of opportunities for those who are ready for it. Attracting more international expertise/players will be significant in enhancing the level of talent and craft in the industry, which could be great. However, in past five years the Kingdom has seen a shift. The government sector is now competing with the private sector not only over media spaces but also people’s attention.
This shift has caused a change in the expectation of output from agencies. It is no longer acceptable to be ignorant of our history, culture and aspirations. If foreign agencies want to invest in Saudi Arabia, they need to invest in Saudis. The notion of importing creativity is no longer accepted. This opens the doors to aspiring local players to take advantage as well as contribute.
As an agency, The Fullstop is at the forefront of this transformation through and through. We are working with some of the most influential clients in the region and we are part of a mega media group that considers the market an appealing new frontier for its expansion. Webedia has set its sight on the region and the Kingdom will be ground zero for a journey to create an impact. This gives an edge of international expertise and cultural relevance, as well as a great digital outlook that matches the Kingdom’s aspirations. We are building a group that we are confident will transform the way we look at digital content creation offering an end-to-end holistic solution to our clients.
It is no longer acceptable to be ignorant of our history, culture and aspirations. If foreign agencies want to invest in Saudi Arabia, they need to invest in Saudis. The notion of importing creativity is no longer accepted.
At The Fullstop, we know advertising is going to demand more of an industry already under pressure. Yet we believe in its impact and contribution not only to sales and awareness but to our culture and equity, which is more than the typical output of creativity and campaigns. We consider our product to be our people and our role is to transform how the industry should push a human agenda, one that celebrates our stories and culture, showcasing them alongside the client goals.
This is how we are shifting our thinking to be derived from our people, our “plugs” as we like to call them. A plug is defined as the person that connects you with things that are not common knowledge and supply hard-to-find items. It’s a trusting mentality and we believe it’s the best way to navigate the country’s growth. We take pleasure in being guides to the ins and outs of Saudis and Saudi Arabia. Talent attracts talent and we are confident in our “plug mentality” and “mission culture” as well as our ability to package them to allow us not only to stand our ground but to rise beyond it.
As a Saudi with 15 years of experience in the industry, it is indeed thrilling to witness what’s happening in the Kingdom and I believe that advertising needs to rise up and take huge responsibility and accountability in how it integrates with this growth. This is indeed the greatest shift in how agencies operate in Saudi Arabia, which for a very long time remained unchanged.'
