Following a victorious season in the Roshn Saudi Pro League, Al-Ittihad is embarking on a bold new chapter to bring the club closer to its fans through an ambitious overhaul of its digital and data infrastructure. The 12-month project will see DSI and Merkle work alongside a consortium of best-in-class industry specialists to reimagine the club’s CRM, website, mobile app, and data platforms.

This transformation will deliver a state-of-the-art, multi-sport, multi-language digital ecosystem designed to offer a seamless, connected, and highly personalized experience for Al-Ittihad Club’s global fanbase.

This strategic transformation will empower the club to engage with its fans more directly, understand their behaviours and preferences more deeply, and unlock new opportunities for content, commerce, and loyalty across channels. The project signals a new era of innovation and global ambition for Al-Ittihad Club, aligned with the Kingdom’s broader goals of digital leadership and sporting excellence.

Maya Tayara, previously serving as Head of Client Engagement and Growth of dentsu MENA, has been pivotal in driving the agency’s mission to strengthen client partnerships and scale businesses to new heights. With over 15 years of experience, Maya has demonstrated exceptional leadership and strategic vision. Under Maya's guardianship, iProspect MENA is poised to continue its trajectory of excellence in fusing brand and performance to accelerate growth.

Fiona Black, who previously held the role of Integrated Client Growth Lead of Carat, has been instrumental in the agency’s remarkable growth over recent years, positioning Carat as a top five player in the market. With over two decades of experience working in the industry, with 10 in region, Black’s previous experience includes key leadership positions across holding group agencies both in the UAE and the United Kingdom. In her new role, she will continue to work towards outcomes that build modern brands, increase brand power and deliver societal impact.

Black and Tayara’s apointments also strengthens the groups dedication to DEI (Diversity, Equity and Inclusion).

brands can leverage its unique engagement features to forge authentic, impactful connections with consumers in Saudi Arabia.

Snapchat is exceptionally popular in Saudi Arabia, where it reaches over 90% of users aged 13-34, and boasts an addressable monthly reach exceeding 25 million users. On average, Saudi users open the app more than 50 times a day, underscoring its integral role in daily life.

This study involved 750 respondents aged 18 and over in KSA, conducted within a controlled simulation environment utilizing eye-tracking technology. Participants were exposed to various advertising formats across social and video platforms, followed by a detailed survey to evaluate brand recall and choice. The integration of eye-tracking software enabled researchers to capture real-time attention data, linking it directly to the ad elements displayed on screen. This innovative approach ensures that the findings are grounded in actual consumer behavior, providing a robust framework for understanding attention in advertising.

Key Findings of Snapchat’s Attention Performance in dentsu’s Study:

Superior Attention Retention: Snapchat performed exceptionally in holding attention for extended periods making it an ideal platform for brands to tell longer, impactful stories.

Early Branding Boosts Recall: Snapchat ads that incorporated brand elements early demonstrated significantly higher recall rates, showing that Snapchat’s immersive, uninterrupted ad environment effectively supports brand recognition.

Strong Brand Choice Uplift: Ads on Snapchat led to a notable lift in brand choice thanks to the platform’s impactful full-screen format.

Interstitial Video Ad Effectiveness: Snapchat’s ads being skippable only after 6 seconds contributed to enhanced attention metrics, suggesting advertisers can confidently use Snapchat for attention-driven campaigns that lead to meaningful brand interactions

Spotlight on Brand Success: Kraft Heinz and General Motors

The study offered compelling insights into how specific brands leveraged Snapchat’s unique ad environment to deliver impactful results:

Kraft Heinz (Heinz): Heinz emerged as a leader in driving attention and engagement. Its ad on Snapchat achieved the highest average viewed time (17.9 seconds) and delivered the strongest brand choice uplift. These results underline the power of combining strong creative with a platform designed to sustain attention.

General Motors (Chevrolet): Chevrolet’s ad demonstrated the importance of strategic creative planning. By integrating early branding, it achieved higher recall and attention metrics, converting an average of 10.7 seconds of view time despite being a longer ad. These findings highlight Snapchat’s ability to efficiently engage audiences even with extended storytelling formats.

These brand-specific results reinforce Snapchat’s capacity to deliver measurable outcomes for advertisers by combining its immersive ad format with audience-centric creative strategies.

Ahmad Haidar, Managing Director, Dentsu KSA said, “We are excited to have Faisal joining us at this pivotal moment on our transformation journey. By strategically appointing a senior leader with extensive experience, we are charting our path forward to continue helping marketers unlock new opportunities and navigate the rapidly evolving marketing landscape in Saudi Arabia. Faisal will be instrumental in delivering on Dentsu KSA’s growth strategy as we work together to evolve Dentsu’s local service offering and are extremely excited and optimistic for what the future holds.”

Algain brings over 20 years of industry experience as an advertising veteran, with a proven track record of building and growing brands in Saudi Arabia. His extensive background includes working across various leadership roles with blue chip advertisers such as Unilever, Clorox, IKEA, and Samsung, as well as his most recent role as Advisor at the Saudi Music Commission for the Ministry of Culture. Among his many industry accolades is the rank of no.1 retailer brand in KSA during his tenure as Country Marketing Manager at IKEA, as well as numerous awards trophies from Cannes Lions, Dubai Lynx, CLIO, and LIA.  

Commenting on his new role, Faisal Algain, said, “It is an honor for me to join Dentsu, where we are committed to driving growth and innovation for marketers in Saudi. I’m in awe of the dynamic and rapidly expanding capabilities that Dentsu has launched and plans to launch the market to address the demands of the changing landscape. I look forward to unlocking new possibilities with our brilliant team across data, commerce, content, and media to drive growth, foster meaningful client relationships, and contribute to the transformation of our business in this dynamic market.”

Dentsu announced the launch of a new research study measuring attention in Arabic digital advertising for the first time. Conducted in partnership with Lumen Research, Dentsu will measure consumers’ attention spans across various leading platforms to establish the value of attention as a media effectiveness metric, including how best to measure it, value it, and apply it in practice for Arabic audiences.  

Expanding Dentsu’s Attention Economy research into Arabic for the first time, the media agency network will work with research partner Lumen to apply eye tracking methodology to measure the attention paid to and eye tracking patterns of Arabic ads. The study will observe viewability, eye-tracked attention, and communications outcomes for brands. The intention is to move beyond standard metrics such as impressions, to capture the human experience of media, and to establish the value of attention as a media effectiveness metric.

“Dentsu has been pioneering attention research via our Attention Economy studies for more than five years, codifying, longer than anyone else, the value of engagement in video and display channels in English. Now, we’re thrilled to unlock new insights on attention in Arabic—a meaningful first for the industry,” said Ramzy Abouchacra, CEO, Carat MENA – the media agency within the Dentsu network. “The data will enable us to uniquely serve our clients across multiple verticals by proving the value of their Arabic language video and display ads based on real engagement measures that drive growth.”

The research will cover five media partner platforms and will feature five clients across key verticals including Auto, FMCG, Finance, and E-Commerce. Post research, digital media plans can be optimized to Effective Attention through a custom algorithm built by Lumen that will be exclusive to Dentsu media brands and codified into the network’s Merkury Planning software. This will allow clients to gain insight beyond conventional viewability metrics and enhance plans across platforms, formats, and contexts.

Alex Jena, Head of Strategy and Product, Dentsu MENA, added, “This study will serve as a game-changer in the battle for attention that media practitioners around the world and here in the region are trying to crack. We will be able to determine the optimal channel and format mix by vertical and get a real understanding on how impactful attention can be on brand consideration. To ensure this is all actionable and lives beyond a report, the formula will be baked into our Planning and Optimisation tool suite for any Dentsu client to use. Exciting times ahead!”

Mike Follett, CEO at Lumen Research, said, “Dentsu has been a leading partner of Lumen Research and together we’ve chartered new territory in understanding attention and building new norms and metrics in the space. We’re excited and intrigued to be building new data on Arabic attention and to assess how it compares and contrasts to English and other languages while offering advertisers in the Middle East a local dataset to identify specific media opportunities.”

The study will be the latest to be released by Dentsu’s Attention Economy, which launched in 2018. 

Jon brings with him a wealth of experience, having held key positions in renowned agencies including Dentsu Creative EMEA, R/GA, and Zuper. His previous roles include Managing Partner, Experience, at Dentsu Creative EMEA where he played a vital role in defining and connecting the regional experience team. Additionally, Jon served as VP, Managing Director, where he led the Australian offices and defined the local product strategy. Jon also co-founded Zuper – a fintech startup – serving as Chief Product Officer, where he played an instrumental role in building the product and teams from the ground up before returning to R/GA as VP, Executive Strategy Director, overseeing the strategic offering in Australia and supporting APAC initiatives.

With a strategic focus on providing leadership and inspiration to the brand and experience teams across the region and ensuring alignment with organizational goals, Jon will also be responsible for directing operations to facilitate growth, with a focus on Dentsu Creative’s rapidly expanding operations in Saudi Arabia.  Jon's remit includes developing an outstanding team in the region capable of delivering groundbreaking work through brand and experience, as well as positioning DC MENA Lab as a center of excellence for the ever-expanding emerging technology world.

"We are thrilled to welcome Jon to lead our Brand & Experience division in the MENA region," said Ziad Ghorayeb, Regional Managing Director at Dentsu Creative MENA. "His track record of driving innovation and delivering exceptional results for clients aligns perfectly with our vision for growth and excellence. With Jon's leadership, we are confident in our ability to elevate our capabilities and make a significant impact in the region. This newly created role comes as a testament to the accelerated growth we've experienced at Dentsu Creative over the past few years. It's part of our overarching vision to further propel this momentum and solidify our position as a leader in the industry."

Commenting on his new role, Jon added, “Throughout my career spanning three continents and diverse roles ranging from startups to global creative agencies, I've witnessed the power of diversity, innovation, and opportunity firsthand. Now, I'm excited to bring this experience to the vibrant landscape of the Middle East. It's a region brimming with potential, and I look forward to leveraging my background to drive transformative growth and innovation in brand experiences here.”

Dentsu MENA announced that it has received its regional headquarters license from the Ministry of Investment and Ministry of Commerce in the Kingdom, reinforcing its commitment toward Vision 2030, driving the transformation program, and supporting local talent.

As one of the region’s media and advertising networks, Dentsu already supports many of the government’s vision realization programs, government ministries, and portfolio of investment companies to bring the Saudi Vision 2030 to life for global audiences through a suite of marketing solutions from media to creative and customer experience management.

André Andrade, CEO of Dentsu EMEA, said, “Opening a regional headquarters in Saudi Arabia is a strategic decision that demonstrates Dentsu’s commitment to the Kingdom, our support of its transformation, and confidence in its economic future. As we accelerate toward 2030 and beyond, we are fully committed to working with and supporting our stakeholders with the next phase of their transformation agendas.”

Tarek Daouk, CEO of Dentsu MENA, added, “I am delighted that Dentsu MENA has inaugurated its new regional headquarters in Riyadh, and that we are the first of the major advertising holding companies to do so. We want to set the standard and help build the regional headquarters ecosystem for the media and advertising industry. After more than fifteen years operating in the Kingdom, this is a natural step in our evolution where we aim to continue building longstanding, trusted, and mutually beneficial relationships with our clients, partners, and people in Saudi Arabia.”

Fostering partnerships with the likes of Prince Sultan University, Dentsu will expand its staff numbers over the next three years by recruiting Saudi graduates, with a particular focus on female talent, with the deployment of early careers recruitment programs, internship and learning and development curriculums designed to accelerate gender diversity in leadership roles. 

Dentsu has also opened a new flagship office in Riyadh at Business Gate, from which it will service a growing portfolio of local and multinational clients in the Kingdom, building on its existing presence in Riyadh and additional office in Jeddah.

Why did you choose this career path?

I chose this career path because I have a passion for communication, creativity, and strategy. Social media marketing allows me to combine these passions in a dynamic and constantly evolving industry.

How did you land this job?

I have my former colleague to thank for my current role. He saw our similarities and recommended me for the position based on my experience and the company’s needs. It’s a great reminder that networking and personal connections can lead to exciting opportunities.

How do you compare your work life vs what you imagined it would be?

My working life has exceeded my expectations. I never imagined I’d be given such significant responsibilities and the chance to work on various accounts so early in my career. I am grateful for the opportunities to learn from talented individuals in the industry and to continuously develop my skills.

What do you wish you had been told before you started working?

It’s vital to prioritize self-care and strike a balance in this demanding and occasionally stressful industry. Pause, take a breather, and focus on your mental well-being. It’s a crucial lesson I’ve picked up along the way, realizing that we can get swept up and overlook looking after ourselves.

What is the best thing someone could tell you about your work?

I love hearing that my work has made a meaningful impact on a client’s business. It’s a great feeling to know that my insights and recommenda- tions have been appreciated and have helped them achieve their goals.

What is the worst thing someone could tell you about your work?

As someone who strives to exceed expectations, the toughest thing someone could tell me about my work is that I haven’t met their expectations or delivered on what was promised. I do, however, appreciate constructive criticism and always strive to improve.

What’s the most valuable lesson you have learned at work so far?

The most valuable lesson I have learned at work so far is the importance of effective communication and collaboration. No one can achieve success alone, and it’s important to work together to reach common goals.

Who’s your role model?

I don’t have a specific role model, but I admire people from all walks of life who are resilient and persistent in pursuing their goals. I also find inspiration in individuals who can create something that touches people’s hearts and minds, like artists and filmmakers.

If not this, what would you be doing?

If I wasn’t working in advertising, I would love to explore filmmaking. I have a great passion for visual storytelling and creating something that resonates with people. It would be a dream to direct a film one day.

What do you see yourself doing in 10 years?

In a decade, my aim is to become an influential figure in the industry, utilizing my skills and experience to mentor and motivate the upcoming generation of marketing professionals.

The 30 Under 30 ranking was first published in Communicate's Q1 2023 print issue.

“With every challenge comes opportunity. Beyond the pandemic, we are experiencing a slowing global economy where customer centricity has become more important than ever. Consumer behavior is ever-changing, and adapting business models to service the needs of the modern consumer is a challenge everyone in our industry is facing. This environment always brings out creativity in business and in media, and the long-term opportunities are vast for those who are already on a journey of business transformation that places the customer at its heart. With the ambitious growth plans of Saudi Arabia on their ongoing journey toward Saudi Vision 2030, we are delighted to be able to share our own vision for sustainable growth with our partners in the Kingdom,” said Tarek Daouk, CEO of Dentsu MENA.  

The event brought together C-suite clients, members of the press, and media partners to address how brands can meet changing demands by taking a people-centered approach to business transformation, combining the innovation of the company’s Japanese heritage with a diverse, global perspective to delve into topics such as customer experience reimagined, content production in new media, and capitalizing on AI and predictive analytics. Featuring expert opinions from international guest speakers such as Thomas Le Thierry, CEO – Media at Dentsu EMEA; Sven Huberts, President Experience at Dentsu Creative EMEA; and Yoshimasa Nakano, Chief Director – Content Business Design Center at Dentsu Inc, the day explored how brands can build more trusted and intimate relationships with their customers by creating a true value exchange.  

Additionally, attendees had the chance to experience the latest innovations from Dentsu Lab Tokyo, the team that specializes in creating technology-driven ideas to generate experiences and emotions which hold steadily at the crossroads of enterprise, society, and humanity. The showcase featured experiences such as 'All Players Welcome,' a software developed to help artists create, write, and perform music with eye-tracking technology; and 'Alt Skin,' a physical representation of metaverse avatars that allows digital fashion fitting for virtual world avatars – two of a number of concepts developed to fuse tech-driven ideas and experiences with societal issues to drive meaningful customer experiences and emotional responses.  

Ahmad Haider, Managing Director at Dentsu Saudi Arabia, said, “Saudi Arabia is on its own path of transformation, and creating better relationships with each other and the customer is what we wanted to deliver for both our clients and the community in which we operate. Dentsu Now To Next delivered the fundamentals to do that, providing our business partners with endless possibilities that will transform the way they interact with their customers.”

Sacred Groves’ mission is to protect natural habitats and inspire meaningful change with the aspiration to protect and conserve 100,000 acres of natural habitats with the support of a flourishing community of 500,000+ Guardians by 2025. Deforestation and forest degradation continue to take place at alarming rates, with the world losing a soccer field equivalent to a primary forest every 6 seconds. According to the UN-REDD (Reducing Emissions from Deforestation and forest Degradation), 11% of all carbon emissions stem from deforestation – more than emissions from all means of transport combined – and halting deforestation and forest degradation can avoid emissions of more than 5 gigatons CO2/year.

Working with their auction platform partners, NorthLadder – the region's leading pre-owned device company which powers secondhand device exchanges at more than 500 outlets of leading Retailers and Telcos across 5 countries in the GCC – Sacred Groves converts depreciated electronic assets into the protection of forests and natural habitats around the world. The devices sold go back to consumers in emerging markets, thus promoting a circular economy, and reducing the risk of electronic equipment ending up in landfills.

Tarek Daouk, CEO of Dentsu MENA said, “The work Sacred Groves is doing protecting our planet’s natural habitats is inspiring. At Dentsu, we place nature at the heart of our net-zero commitment, driving projects that balance climate action with our commitment to biodiversity. We are in a new era of climate accountability and the moment demands urgent action. The proceeds from the sale of our donated equipment will go towards the protection of natural habitats globally, as well as supporting a circular economy. It is a win-win situation for all involved, and I encourage all of our clients, partners, and peers to get involved so we make a real difference together.

Monisha Krishna, Co-Founder of Sacred Grove said, “We thank Dentsu for their ongoing support and contributions, and are confident that with the deep commitment of them and likeminded companies to further the global Climate Change agenda, we will be able to create sustainable value for everyone.”

“We are delighted to partner with Sacred Groves in offering an innovative and compelling value proposition to corporates. Dentsu taking the lead on this is a big step forward in encouraging other companies to do the same, in line with the UAE government's sustainability vision," added Sandeep Shetty, Co-Founder, and CEO of North Ladder.