Are new agencies meeting Saudi brand needs?

Are new agencies meeting Saudi brand needs?

The Saudi Arabian marketing landscape is abuzz with new agencies emerging almost daily, each promising unparalleled creativity to eager brands. Amidst this whirlwind of pitches and presentations, the question arises: are these agencies genuinely addressing the evolving needs of Saudi brands?

Campaign Middle East heard from Abdulelah Al Nahari, Business Director at Fuse Integrated. He shed light on what new agencies entering the Saudi market should keep in mind in the early stages of their operations.

As a seasoned player in this dynamic market, I’ve seen the good, the bad, and the downright gimmicky.

Saudi brands need partners who understand their brand DNA, their audience, and the cultural nuances of the Saudi market. They need agencies that can build and execute comprehensive communication strategies, not just deliver a single, fleeting moment of brilliance.

Abdulelah Al Nahari, Business Director, Fuse IntegratedThe ABM conundrum 

Many brands haven’t adequately defined their account-based marketing (ABM) or brand strategies. Their positioning might be outdated, irrelevant, or simply non-existent. 

The blame doesn’t lie solely with the agencies. Some brands are resistant to change, clinging to old ways of doing things. Others lack the internal resources or expertise to develop and execute a cohesive brand strategy.

This creates a vacuum that many agencies