Advertising in one of the most Digitally-engaged Societies
the people behave towards brands in general and towards the marketing and communication activities of these brands in specific. Saudi people are no longer buying into purposeless brand activities; that are interruptive, pushed at them through one-way broadcast communication with the sole aim to oversell products and services.
We believe that in our business everything that matters starts and ends with two things: people and their behaviour. And it is only when we deeply and truly understand people and their behaviour, will we be able to come up with the kind of ideas that can transform people’s behaviour, build purposeful brands and have the people fully engage with them. This people centric approach has proven to be even most effective in the digital and mobile age. Therefore, the constant challenge for us is to do work that is fueled by popular Saudi culture, rooted in people’s needs and anchored by a brand’s human purpose regardless of the exact media touch point being used.
On award-winning work
On a positive note, the rise of social media and the wonderful creative content on it (that is 100% made in Saudi by Saudis) has completely transformed the definition of creative content in Saudi. More importantly, it has changed people’s receptiveness to creativity, especially our clients. Today, clients who in the past might have been a bit cautious about how their audience might react to more edgy creative communication, are witnessing all the positive reaction of social media content and are starting to want to join the club and have their brands become among the Saudi content creators. In fact, we look at the wonderful content being created and cannot help ourselves but feel that we, as a creative industry, are lagging behind.
Now for creativity in Saudi to capture the international jury's attention and recognition, we strongly believe that all our work needs to be inspired by local Saudi insights. More importantly, it needs to be led by Saudi talents. This is how our office in Egypt started creating uniquely Egyptian work that has been recognised globally with several awards at the Cannes Lions. This is also why today our creative department is being led by Saudi talents. We were very proud last year when we announced that Mohammed Bahmishan, one of our very bright Saudi talents, has been promoted to lead our creative departments in both Riyadh and Jeddah as the Executive Creative Director of Leo Burnett KSA.
The constant challenge for us is to do work that is fueled by popular Saudi culture, rooted in people’s needs and anchored by a brand’s human purpose…