Mastercard, a global brand synonymous with delivering priceless experiences, set out to engage travelers during the summer holiday period. Their objectives were clear: drive top-of-mind awareness ahead of holiday planning, boost consideration for Mastercard’s travel experiences, and deepen the brand’s lifestyle appeal.

Mastercard launched a two-phase campaign across key locales in the Middle East, that turned Amazon into a destination for travel inspiration. In Phase One, a summer-long custom landing page on Amazon.ae showcased culinary and travel offers, supported by a full-funnel campaign that included Amazon DSP and a Homepage Hero Takeover that drove high visibility whenever shoppers landed on Amazon.ae. Phase Two kicked off with an interactive, gamified product selector on Mastercard’s custom landing page, recommending Parisian culinary experiences. Though Mastercard doesn’t sell physical products on Amazon, the team innovated by adapting Amazon’s native product selector to link potential travelers directly to Mastercard’s website.

This seamless journey, from discovery on Amazon to purchase on Mastercard’s website, allowed new and returning users to explore and book experiences. Click here to discover the full campaign results.

When OSN+, a streaming service in the MENA region, set out to launch the second season of HBO’s House of the Dragon (HOTD), it wanted something that went above and beyond a typical media plan. Before the series premiered, OSN+ and Amazon Ads orchestrated a series of teasers designed to stoke anticipation. In the Kingdom of Saudi Arabia, over 350,000 specially designed Amazon delivery boxes were produced, with the aim of transforming routine deliveries into delightful doorstep moments. Each box bore striking imagery from HOTD and included a QR code that drove customers to the OSN+ Brand Store on Amazon.sa.

Wondering what the custom Amazon boxes looked like? Click here to find out.

Moreover, OSN+ transformed Amazon.sa into an immersive House of the Dragon battlefield, where visitors chose between Team Black and Team Green through an interactive Brand Store experience allowing fans to explore exclusive trailers and character histories through a tailored experience that revealed the secrets and rivalries of their chosen house. This dual-path content journey helped visitors delve deeper into each house’s story, further increasing engagement on the page while creating a natural journey to the OSN+ website, where viewers could subscribe to watch the new season of HOTD.

During the launch day, the campaign utilized the homepage takeover, draping the website in black or green, piquing curiosity among Amazon shoppers who might not have been die-hard fans of the show, and tapped into Twitch, with a hero headline on the service’s homepage and a First Impression Takeover, where viewers would see an OSN+ pop-up during their first Twitch broadcast of the day. Click here to learn more about the impact and results the campaign drove.

In this year’s brand ranking report, Saudi insurer Tawuniya is the fastest-rising brand overall, up 76% to $1.2 billion. Finding new spaces for growth by diversifying into financial services, healthcare, and car maintenance, this highly trusted insurance brand is making its mark with its customers. 

Tawaniya and following changes in regulation, its recent partnership with fintech startup Hakbah supports the government’s goal of promoting financial inclusion, while offering enhanced financial security to Hakbah’s customers. 

Dairy and food brand Saudia is the second-fastest riser. It grew 50% to $821 million, rising four places in the Saudi brand ranking. The brand has benefited from consumers turning to more local brands and its continued drive to enhance the daily cooking experience.

Real estate brand Aldar is the fastest-growing Emirati brand, growing by 47% to $1.1 billion. Capitalising on the booming real estate market, Aldar expanded its luxury offerings to cater to the growing number of high-net-worth individuals interested in its deluxe hotels and newly built, walkable residential enclaves. 

Premium brand positioning

The strongest brands justify charging a premium by being seen as ‘worth it’. More than three quarters (87%) of brands in the Emirati and Saudi Top 30 score highly on the most important drivers of a consumer’s willingness to pay more for a brand, by being seen as Meaningful and Different.

Two Emirati brands that have consistently justified their premium price proposition are airline Emirates, which grew its brand value by 15% to $6.2 billion, and real estate giant Emaar, which grew 25% to $4.4 billion. 

Amol Ghate, Managing Director MENAP, Insights Division at Kantar says: “Brands all over the world can look to Saudi and Emirati brands as exemplifying what can be achieved by those businesses that are relentless in their pursuit of brand growth and follow a clear blueprint. Over the last five years, the sustained growth achieved by top Saudi and Emirati brands has reached an incredible $47 billion. In terms of being Meaningful and Different, these brands have surpassed the global brand average, which is a clear testament to their brand strength. Yet, more than 60% of brands in the region still have low meaning amongst their consumers and are not seen as different. Brands that can better understand consumer needs and connect their brands in relevant and unique ways will find growth.”

The Kantar BrandZ Top 10 Most Valuable Emirati Brands 2024 

Nine out of ten brands have returned to the Emirati brand ranking, led by telecom giant e& (etisalat and ) with a brand value of $7.3 billion. 

Multi-specialty hospital brand Burjeel enters the Emirati brand ranking for the first time. As the UAE becomes a major destination for medical tourism. 

For the first time in five years there is a new number one Saudi brand, Al Rajhi Bank ($14bn; +11%). Saudi Arabia’s best domestic bank exemplifies the spirit of transformation that is driving the Saudi economy. Expanding its digital footprint, Al Rajhi Bank has embraced new forms of marketing – recently becoming the first Saudi bank to have an active TikTok account. 

Telecom brand STC, which held the number one position for the last four years, moves to No.2 in the Saudi ranking. 

“We are thrilled to partner with Publicis Groupe on this pivotal program, “The 'Name Behind Her Talent “initiative is more than just an educational program, we aim to support the professional growth of women and contribute to a more inclusive and dynamic industry landscape. Women should have space to discover and practice their talents freely, and our goal is to create an environment where their talents and leadership are recognized and celebrated.” said Enas Rashwan, CEO of Saudi Ad School. “The 'Name Behind Her' initiative is more than just an educational program; it’s a movement to empower women and drive gender equality in the advertising industry in Saudi Arabia and beyond.”

Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey said, “Our commitment to advancing Saudi Arabia's thriving advertising sector includes fostering opportunities for women to excel. Through our collaboration with Saudi Ad School, we're creating a supportive environment that enables women at any stage in their professional journey – be it a new graduate, an industry talent looking to upskill, or an individual considering a career change to further their future in advertising and emerge as leaders. Through tailored workshops, we provide them with essential tools and guidance to succeed in the Kingdom’s flourishing creative industry.”

The initiative will provide:

Scholarships for Women Talents: To support and nurture emerging female talents in the advertising industry, the program will offer scholarships to deserving candidates, enabling them to pursue their education and career aspirations without financial barriers.

Educational Courses and Workshops: Tailored courses and hands-on workshops will equip women with the essential skills and knowledge needed to excel in advertising. These sessions will cover a wide range of topics, from creative thinking and digital marketing to leadership and entrepreneurship.

Mentorship sessions & expert talk: The program will feature a series of talks by industry leaders and successful women professionals who will share their experiences, challenges, and insights, inspiring the next generation of female leaders in advertising.

Advertising Industry Salons: These exclusive gatherings will bring together female professionals, industry experts, and thought leaders to discuss trends, challenges, and opportunities in the advertising world, fostering a collaborative and supportive community.
 

Infobip, a global cloud communications platform and omnichannel solution provider has launched its operations in KSA. The expansion reflects Infobip's commitment to expanding its presence in the Middle East and strengthening its infrastructure to better serve clients in KSA and the neighboring countries.

The first data center in KSA will host and process data within the country, in line with international data security standards. It offers scalability and reliability to meet the evolving needs of businesses across various industries.

To ensure further compliance with the KSA market requirements, Infobip is obtaining all the necessary licenses and certificates for successful operation, including the SMS license that the company received recently.

Commenting on the expansion, Amsal Kapetanović, Country Manager for KSA, said, “The launch of Infobip’s operations in Saudi Arabia is a testament to our dedication to investing in the local market and enhancing our capabilities to serve our clients better. As the world’s most connected communications platform, we provide a broad range of capabilities at scale. These include our omnichannel communications, contact center, chatbot, customer engagement, and customer data platforms as well as our identity and security solutions”.

Infobip's operations in Saudi Arabia include a range of advanced communication solutions designed to enhance customer engagement and streamline business processes. The company offers omnichannel communication services, including SMS, email, voice, and chat apps, tailored to meet the needs of local businesses. By fostering local partnerships and driving digital transformation, Infobip aims to impact Saudi Arabia’s technology landscape.

"We are excited about the opportunities that this expansion brings to our clients in Saudi Arabia and the broader Middle East.  It underscores our commitment to providing reliable, secure, and high-performance communication solutions that connect businesses with their customers,” said Zeid Shubailat, Director at Infobip. Infobip plans to continue its expansion in the Middle East, with future initiatives aimed at strengthening its presence and supporting the region's digital ecosystem.

With 71% of users in Saudi Arabia engaging with fast food content on TikTok, industry representatives gained insights on how to leverage the platform's 'Anatomy of Appetite' concept. This strategy hinges on three key cues: immersive content that captivates, an uplifting context that enhances their cravings, and influential community endorsements that drive consumer preferences and shape the food culture.

The themed event featured a static food truck where guests could order 'Slices of Insights', 'Data Nuggets', 'Scoops of Solutions', 'Creative Juices', and 'Freshly Baked Trends', materials designed to provide tailored marketing insights and strategies. These offerings were served in takeaway bags filled with specific information related to the chosen themes, followed by a presentation about utilizing TikTok to foster brand love and ensure consumer engagements at scale.

Aref Yehia, Head of Business Partnerships for Retail & E-Commerce, Global Business Solutions, MENA – TikTok, said, "The swift transformation of Saudi Arabia’s food services sector demands dynamic solutions for brands to create compelling experiences that deeply resonate with consumers. Our research has revealed that 80% of GCC users have visited a restaurant after interacting with content or ads on TikTok. This suggests that consumers are increasingly drawn to engaging content that is not only immersive and enjoyable but also framed in a positive context and endorsed by trusted community voices on our platform. This interactive event is part of our ongoing effort to empower business leaders with actionable insights, enabling them to effectively harness every tool on our platform to convert these engagement cues into tangible outcomes.”

Dina Al Sabbagh, Global Research and Insights Lead at Snap Inc., explains to Communicate why and also challenges retailers to step out of their comfort zone and leverage the ongoing digital innovation in the Kingdom.

What factors are best driving the rapidly growing pace of innovation in Saudi Arabia?

Innovation in Saudi Arabia is being fueled by a convergence of factors. The ambitious Vision 2030 initiative is the main catalyst of the Kingdom's transformation, focusing on technological advancement and economic diversification. The government is heavily investing in digital infrastructure, fostering an environment that encourages innovation and entrepreneurship. This commitment is creating the right foundation for growth and business development.

To complement this, Saudi consumers are at the forefront of adopting digital experiences. They are a forward-looking young population with an internet adoption reaching 100% and smartphone penetration hitting 95%. They are open to new ideas, driving demand and eager to engage with the latest innovations.

Additionally, the cultural landscape in Saudi Arabia is undergoing significant shifts. Historically a closed market, the Kingdom is now embracing globalization, opening up to new ideas, trends, and opportunities. This openness is not only attracting international businesses and investors but also encouraging local enterprises to innovate and compete on a global scale. Together, these factors are ensuring that Saudi Arabia continues to transform rapidly, positioning itself as a leader in the digital age.

We know that Snapchat is embedded in the fabric of KSA’s society – especially the young community. With that in mind, can you define what it is about Snapchat that attracts the community? How has it become a part of the country’s culture?

As Saudi Arabia undergoes rapid societal and cultural transformations, the need for this tight-knit community to stay connected with family and friends remains paramount. Connections are a fundamental part of the daily lives, culture, and values in KSA, and these connections are fueled on Snapchat. Saudi nationals say Snapchat is their favorite app for sharing their most meaningful moments. It’s the most popular social connectivity app in KSA, and is more than twice as likely to be used to connect with friends and family than all other such apps.

With over a decade of presence in the region, Snapchat has become a part of the nation’s social fabric, offering a safe and private space for those of all ages to gather online daily.  In fact, Snapchatters in Saudi Arabia open the app over 50 times per day on average, making it the most frequently used app throughout the day. This makes it ideal for businesses seeking to authentically engage with the Saudi community, as well as creators wishing to showcase their true selves. Snapchat empowers businesses of all sizes to build trust and influence. With a monthly addressable reach of over 22 million and reaching more than 90% of 13-34-year-olds in the Kingdom, Snapchat is the go-to platform for Saudis to stay updated, connected, and engaged with their community.

How is Snapchat redefining online shopping in KSA?

As the Kingdom undergoes a rapid shift towards fully integrated digital retail experiences, Snapchat emerges as a pivotal player in meeting the evolving shopping needs of Saudi consumers. At Snap Inc., we are committed to empowering retailers with innovative tools and technologies that enhance the consumer journey, offering convenience, accessibility, and personalization. Through narrative-driven content and immersive experiences, Snapchat enables businesses to engage with consumers in unique ways, driving product discovery and influencing purchasing decisions.

Offering features like AR try-on experiences have revolutionized the shopping journey, by bringing the store directly to consumers’ fingertips. In recent years, we introduced Snap’s AR Ramadan Mall to the region, an innovative shopping experience merging the digital and physical worlds. This not only showcased exclusive deals from top brands but also gave Snapchatters the chance to experience online shopping in an entirely new way, enabling them to share their favorite products directly with friends and family. Snapchat's dedication to reshaping online shopping into an engaging and interactive journey reflects its commitment to enhancing the overall consumer experience in KSA and beyond.

Are retailers in KSA aware of the ongoing digital transformation and its pace? Can you provide an insight into the various sectors that have best leveraged and those that are still lacking in embracing this transformation?

It is becoming clear that traditional means alone are no longer effective for retailers who want to engage customers authentically. To build and maintain competitive advantage in Saudi Arabia’s new era, retailers need to look at digital not as an add-on to their traditional business model, but as the backbone to attracting and winning the loyalty of customers that today have more choice than ever before.

According to the report conducted with Kearney, sectors such as governmental services, consumer services, telecom and entertainment are perceived to be the most advanced in embracing digital transformation. Retailers in KSA are increasingly recognizing the importance of digital transformation, but are not necessarily acting as fast. Currently, less than 30% of consumers see the sector as being technologically advanced. While some retailers in KSA are embracing the digital revolution with open arms, others are still playing catch-up. Categories like lifestyle brands and grocery retailers are leading the charge, leveraging digital tools to enhance customer experiences. However, there's still work to be done to bridge the gap and ensure that all retailers are equipped to thrive in the digital age.

How can retailers build meaningful relationships with Saudi’s Gen-Z? Given the fact that they are the most active and dominant communities in the country.

To build meaningful relationships with Gen Z consumers in Saudi Arabia, retailers must prioritize the innovations that resonate with this tech-savvy demographic. This generation’s shopping preferences change rapidly, and they expect brands to keep up with them. This is why we see that 88% of them are more likely to recommend brands that offer innovative shopping experiences. With over 85% of Snapchatters using lenses daily, retailers have a prime opportunity to leverage AR experiences to engage and connect with their audience. By 2025, it's estimated that almost all of the Gen Z population in Saudi Arabia will be frequent AR users, underscoring the importance of integrating AR into retail strategies.

Moreover, retailers need to address the increasing demand for convenience and personalization among Saudi shoppers. The evolving shopping journey, driven by sophistication and AI-powered hyper-personalization, presents an opportunity for retailers to tailor promotions and messages in real-time, catering to the unique preferences of Gen Z shoppers. By embracing innovative technologies like AR and AI, and prioritizing convenience, personalization, and privacy, retailers can foster meaningful relationships with Gen Z audiences.

Are retailers leveraging the true potential of social and quick commerce in the Kingdom? If not, what are the various barriers reducing execution?

Retailers in the Kingdom have a vast and largely untapped opportunity to leverage the power of social commerce. While platforms like Snapchat offer unparalleled reach and engagement potential, many retailers are still not fully harnessing these capabilities to connect with buying audiences in KSA.

Despite these advantages, there are barriers including a lack of awareness among retailers about the potential of platforms like Snapchat, as well as perceived challenges in integrating AR technology into marketing strategies. Additionally, some retailers may be hesitant to adopt new technologies or lack the resources and expertise to implement them effectively. To overcome these barriers, retailers need to prioritize understanding the unique needs of the KSA audience and tailor their strategies accordingly.

In what ways do retailers need to localize their social commerce strategies to best connect with their consumer base in KSA? How is the Kingdom’s DNA different from any other market? What makes it the best place to expand commerce for retailers?

Understanding Saudi Arabia's unique consumer landscape is essential for retailers to succeed. With a strong digital presence and high social media engagement, Saudi consumers expect seamless experiences, relevant brand values, and an understanding of their lifestyle.

Retailers need to tailor their strategies to resonate with the local audience, who are currently balancing between leaping towards transformation while holding on to a culture they’re so proud of. Weaving this reality into a brand’s content, leveraging creators effectively, and pursuing partnerships with complementary brands can go a long way. Success hinges on embracing digital tools, enhancing customer engagement, and delivering personalized experiences that cater to Saudi Arabia's distinct market dynamics and preferences.

Between in-store and online experiences – which is the most preferred in the KSA? Among which communities and why?

The short answer: Hybrid. In Saudi Arabia, there's a clear preference for online and hybrid shopping experiences over traditional brick-and-mortar stores. An overwhelming 84% of survey respondents favor engaging in at least part of their shopping activities online. Among these, 46% prefer a hybrid approach, blending both online and in-store experiences, while 38% opt for exclusively online shopping. Only 16% still prefer traditional in-store experiences over online options, and we expect this number to shrink with time.

This preference for online and hybrid experiences is driven by several factors. Convenience ranks high across all demographics, with older customers notably valuing it twice as much as younger demographics. Value for money and a wider assortment of products are also critical factors influencing consumer choices, often associated with online or omnichannel shopping.

Moreover, the hybrid model consistently outperforms traditional brick-and-mortar stores across essential metrics. It offers the convenience of online shopping while still providing the quality of service typically associated with physical stores. This underscores a broader shift towards a seamless omnichannel retail experience, highlighting the diminishing appeal of exclusively offline retail formats.

What challenges are retailers in KSA currently facing in the realm of the commerce revolution and how do you suggest they tackle the same?

A myriad of challenges face retailers navigating the e-commerce surge. Retailers we spoke to cited common barriers including underinvestment in innovation, limited C-Suite focus, reliance on traditional media, and resistance to systematic value chain digitization. From digital infrastructure limitations to cybersecurity concerns, the road ahead is not without obstacles. A significant gap exists between consumer enthusiasm for online shopping and the level of retail digitization.

For example, one clear challenge has become increasingly evident throughout the online shopping experience. With a whopping 2.6 billion SAR in returned clothing purchases reported in 2022 alone, retailers are facing exceedingly high return rates. However, cutting-edge technologies like AR try-on have been shown to decrease return rates by 66%. By embracing innovation, fostering a culture of agility, and collaborating with partners like Snapchat, retailers can overcome these challenges and seize the opportunities of the digital age.

Retailers agree on the crucial need for better digital strategies to understand consumer needs, optimize reach and support customer journeys across the various touchpoints. Many of them know they’re falling short; the question is what they are going to do about it and when?

The news which came out earlier this week was announced at IBM's flagship conference Think 2024, which was held in Boston. Clients will be able to access the model through the watsonx.ai studio and leverage advanced AI capabilities to train, tune, and deploy ALLaM, with industry-leading governance capabilities to help enable responsible deployment that adheres to IBM’s ethical AI guidelines.

The availability of ALLaM in Watsonx broadens the reach and application of Arabic LLMs, all while delivering the necessary AI governance needed for organizations. This means that enterprises and government entities can now confidently deploy Arabic generative AI with the full support of Watsonx, creating space for more innovation.

"The ALLaM model is the product of the SDAIA-IBM partnership. This collaboration is a significant milestone on advancing Arabic language applications within generative AI," said, Ayman Al-Rashed, Regional Vice President of IBM Saudi Arabia in a official statement issued by SDAIA

“Since the announcement of ALLaM last year, our objective has been to enhance Arabic language capabilities within AI development, reinforcing the Kingdom’s position as a global leader in AI. This collaboration will serve as a catalyst for further technological advancements. At the heart of this transformation is the adoption of generative AI, with Saudi Arabia taking the lead in partnership with IBM to propel the region into a new era of digital excellence.” H.E. Dr. Esam Alwagait, Director of the National Information Center at the Saudi Data and Artificial Intelligence Authority (SDAIA) told IBM.

“This collaboration is a significant milestone in promoting the Arabic language within the realm of generative AI. It ensures that both public and private sectors can benefit from deploying Arabic language models, aligning with the cultural and linguistic needs of the region,” said Ayman AlRashed, Regional Vice President, of IBM Saudi Arabia in his statement to IBM. “This progress empowers businesses across the Kingdom and the broader Arab world with unique services and strengthens Saudi Arabia’s position as a leader in AI technology tailored to the unique requirements of its market.”

This fully realized development further solidifies IBM and SDAIA’s strong partnership and paves the way for future collaborative efforts. By successfully integrating advanced technologies and innovative solutions to address emerging challenges and opportunities, the new offering exemplifies a commitment to shared goals and a vision for continued progress within the region.

The Saudi Data and AI Authority (SDAIA) is the competent authority in  Saudi Arabia for data and AI. SDAIA is also the national reference in all matters related to the data and AI ecosystem. It is mandated to regulate and promote the sector, enable innovation and capacity building, and operate national data and AI-related platforms and infrastructure.

On a global scale, it is often the developing countries that chart the most ambitious economic growth agendas, typically led by visionary leaders like Alalshikh. After years of relative dormancy, Saudi Arabia took the world by surprise when it became the second fastest-growing economy. The growth forecast for the Kingdom in 2025 is predicted to rise from 5.50% to 6%, cementing Alalshikh’s role in driving the Kingdom’s creative and cultural landscape.

From composing melodies embraced by icons like Amr Diab and Kazem Al Saher to crafting narratives that garnered global acclaim on the silver screen, Alalshikh’s creative journey is one to observe.

He embarked on his career path after graduating from King Fahd Security College in 2001 with a degree in security sciences. His journey in governance commenced with roles in the Interior Ministry and later, the Ministry of Defence. Demonstrating unwavering loyalty to the Saudi Royal Family, he was appointed an adviser to the royal court in 2015. Following this, he ascended to become a minister before assuming the helm as Chairman of the General Sports Authority. He expanded his international influence through ownership of Unión Deportiva Almería, a Spanish Football Club, and by hosting prestigious international sports events in Saudi Arabia, such as the WWE’s Greatest Royal Rumble. He played a critical role in the development of the Saudi Professional League (SPL), attracting international sports teams to compete within the Kingdom.

Last month, the world’s gaze shifted to Saudi Arabia when Alalshikh announced his inaugural boxing event outside the country. He conveyed his intention to ESPN to leverage his influence to address the perceived shortcomings within the sport. The title fight between American boxer Terence Crawford and Uzbekistani boxer Israil Madrimov will be presented by Riyadh Season in Los Angeles this year on August 3rd. Alalshikh also disclosed to ESPN his ongoing research efforts aimed at understanding the market dynamics and identifying challenges within the realm of boxing.

His formidable approach to transforming Saudi’s sports industry has garnered recognition through various awards. In 2017, Alalshikh received the Arab Sports Culture Award and was named the most influential Arab Sports Personality of the Year at the 12th Dubai International Sports Conference. He also attained the award again in 2018.

Following this, he assumed the chairmanship of the General Authority for Entertainment (GEA). Aligned with Vision 2030, the GEA was established in 2016 to diversify entertainment in all its forms while preserving Saudi Arabia’s cultural heritage and boosting both local and international tourism. Today, it’s evident that Alalshikh has chosen an unconventional path, emerging as a cultural activist actively reshaping the Kingdom’s conservative image into a more liberal one, with the blessing of the Crown Prince. Under the reign of Alalshikh, the Kingdom has witnessed the debut of first-of-its-kind festivals, concerts, and music events that have garnered international attention and recognition.

In just 4 years, Alalshikh has firmly established himself as one of the most influential personalities across the region. It is fair to say that his efforts have reaped results worth noting. Saudi Arabia’s entertainment sector has witnessed remarkable growth, with the number of companies soaring to 4,000 companies from fewer than 10 since the launch of Vision 2030. In 2023, the travel and tourism sector recorded exponential growth, with a 58 percent increase. Moreover, the media sector’s contribution to Saudi’s GDP reached $3.86 billion in 2023 and is projected to reach $4.27 billion this year.

Saudi Arabia boasts one of the largest media economies in the MENA region, holding a 30% market share. The government is actively prioritising the restructuring of this sector to improve the quality of life and further attract private sector investment, particularly in the entertainment and creative industries. Under the umbrella of GEA, Alalshikh introduced Riyadh to some of the most significant events, with Riyadh Season standing out as the flagship. Launched in 2019, the entertainment and sports annual-state funded festival starts in October and ends towards March. The first edition of the season generated over $1.5 billion worth of revenue.

Alalshikh’s statement, “Cultural, artistic, and entertainment experiences have been brought in with great scale and color to this wonderful country that is rich in its legacy, and capabilities, as we open ourselves up further to the world and invite others to come in and experience what Saudi Arabia has to offer,” sparked dialogue across the Kingdom, inviting the creative community to embrace change and disruption.

The Kingdom’s consumer base stands out for its distinctiveness. The Saudi audience is highly “sophisticated and engaged,” with a penchant for high levels of media consumption. They expect a dynamic media landscape that reflects their culture, offers quality content, and embraces new technology. This extends to the introduction of internationally coveted brands, top-tier dining options, and entertainment offerings in the Kingdom.

The demand for progress among Saudi nationals across various sectors, including the economy, environment, society, and technology, presents an opportunity for Saudi brands, marketers, and advertisers. Moreover, with the youth constituting over 60% of Saudi’s population, initiatives centred around their creative and cultural development are being spearheaded by Alalshikh, aligning with a strong push to position the youth as the driving force behind Saudi’s economy.

Merwas International Studios in Riyadh opened its doors to creative enthusiasts in 2022. As one of the 15 entertainment zones of Riyadh Season, the facility serves as a creative hub for content creators, cinematographers, producers, artists, and researchers. In February 2024, in collaboration with the Ministry of Culture, Alalshikh launched the Big Time Investment Fund to support Arabic content creation in fields such as film production and distribution and empower prominent Arab artists.

In alignment with these efforts, Alalshikh contributes to Saudi Arabia’s marketing and advertising community through Big Time Creative Shop, a creatively-led advertising agency. The agency is responsible for all creative communications for GEA’s initiatives. Within six months of its establishment, and as the sole agency from Saudi Arabia, it earned the title of the 3rd Independent Agency of the Year at Dubai Lynx, along with a Grand Prix for the campaign ‘Rumble’ for GEA.

Under the banner of GEA, and his personal effort to continue empowering Saudi’s creative communities, Alalshikh is set to debut the MENA Effie Awards in Saudi Arabia, in partnership with Saudi Media Company.. Through this alliance, he aims to further empower the youth by creating new opportunities for aspiring marketers and advertisers in the region.

A clear pattern emerges in Alalshikh’s ventures, all contributing to his overarching goal to position Saudi Arabia as a leading global economy. His initiatives can be best characterised by the commitment to disrupting traditional norms and perceptions while driving innovation and growth in key sectors such as sports, entertainment, media, and culture. He identifies and continues to preserve the nation’s cultural identity by advocating for original and relevant media experiences, all while meeting the demands of the Saudi nationals.

Scheduled for May 22nd and 23rd, the summit marks its second edition under the theme "Confronting the Digital Paradox", probing into the intricate dynamics of technology's benefits and challenges. Sub-themes will dissect the duality of our digital landscape, shedding light on its complexities.

“Sync Summit is an essential stride towards ensuring that digital experiences enrich rather than diminish our lives. Our partnership with Sync and Ithra signifies our collective goal of promoting digital wellbeing, envisioning a future where technology empowers rather than overwhelms,” Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey.

“We are thrilled to announce our partnership with Publicis Groupe Middle East & Turkey for the Sync Summit. They have added significant value, and their reputation for innovation has been demonstrated at the summit. As we embark on this journey together, we see this as just the beginning of a broader and more impactful partnership with Ithra, setting the stage for future collaborations in other programs,” Wadha AlNafjan, Sync Lead.

With AI emerging as one of the most sought-after topics, a panel session led by Ahmed Younis (Fizo), Chief Creative Officer, Publicis Communications KSA and Shadi Elmourad, Business Lead, Leo Burnett KSA  will take center stage, as they will discuss the fusion of artificial intelligence with creativity, offering insights into how technology can amplify and complement human innovation.

Additionally, the summit will showcase research projects and initiatives, providing attendees with insights into the latest developments in digital well-being. Networking opportunities will be available to facilitate connections and collaborations among participants.

The event is free to attend virtually. If interested, register here.

In her new role as CEO, Meintjes will steer PROVEN 360 towards continued success and growth through networking and client acquisition. She will be responsible for setting and executing strategic initiatives that align with the company’s vision and values.

“Over the last four years, Leandra Meintjes demonstrated exceptional leadership qualities and has made significant contributions in driving our company’s growth trajectory in the region. We are proud of her work as CMO of PROVEN 360 and all our PROVEN Arabia brands as she has remarkably expanded our business footprint with her marketing acumen. As the new CEO of PROVEN 360, we are confident that she will further expand the business and guarantee superior marketing services to clients across industries,” said Zaid Al Mashari, CEO and Co-Founder, PROVEN Arabia. 

Meintjes joined PROVEN Arabia in 2020 to drive the marketing initiatives for PROVEN, PROVEN Consult, and PROVEN Solution. In 2022, PROVEN 360 was launched with just two team members. Over the last two years, Meintjes has successfully expanded the team to 18 employees, which now manages a portfolio of 20 clients. Additionally, Meintjes played a pivotal role in transforming the PROVEN Solution brand into a leading technology company in the region.

Commenting on her promotion, Meintjes said, "As I step into my new role as CEO of PROVEN 360, I am thrilled to lead our team toward new heights of success and expansion. Together, we will continue to innovate, inspire, and deliver exceptional results for our clients across the region. I am excited about the journey ahead and the opportunity to make a meaningful difference in the world of marketing. Success is not just about what you accomplish in your life; it's about what you inspire others to do."

In addition to her new role, Leandra will retain her position as Chief Marketing Officer (CMO) at PROVEN Arabia, which includes PROVEN Consult, PROVEN Solution, PROVEN Reality, PROVEN Robotics, PROVEN, and AEMACO. She is dedicated to strengthening the company’s presence in the region, with an emphasis on seizing new growth opportunities in Qatar and Bahrain in addition to the UAE and Saudi Arabia.