Riebal Hmaydan: 'Saudi Arabia: a mature market brimming with talent'

How would you describe the overall mood and maturity of the Saudi advertising landscape?

The advertising industry in Saudi Arabia is a mature market brimming with exceptional talent and a rapidly growing, discerning youth. This dynamic audience demands brands that remain relevant, insightful, and authentic to the local culture. Moreover, it emphasizes the importance of portraying reality rather than idealized societal scenarios. Creativity is paramount in this industry, and agencies are expected to demonstrate both creativity and innovation. With the increasing number of ad agencies, both multinational and local, the competition for audiences’ attention has intensified.

Five Grand Prix at Dubai Lynx 2024 were earned by Saudi-based agencies for the first time in the history of the festival. Can we state that a steady stream of world-class creative work will start coming out from the Saudi market and that agencies have started grabbing fully the opportunities presented by new tech and true cultural insight?

This only confirms what I previously stated: plenty of talents and a thriving creative industry.

And I firmly believe this is merely the beginning. Whether it is Dubai Lynx, Athar Festival, or The Effies, we will undoubtedly witness an increasing number of platforms celebrating the Saudi creative industry. This will ultimately lead to elevating the standards among various agencies, enabling them to maintain a competitive position in the market. Every creative concept should be grounded in local insights to ensure success and resonate with the target audience. By embracing the Saudi culture and taking pride in our deep-rooted national identity, we can ensure our creative endeavors achieve widespread recognition and acclaim.

“Every creative concept should be grounded in local insights to ensure success and resonate with the target audience.”

What, in your opinion, is THE biggest challenge for agencies established in the kingdom? In the last issue, some of our interviewees mentioned the legacy of outdated mindsets that require an urgent shift. What do you think is still needed for agencies to elevate their creative standards?

In my opinion, there are three primary challenges: the first is being local, comprehending the culture, and reflecting it in our work; the second is shifting our mindset to act swiftly, respond to market dynamics, and adapt; we cannot afford to be slow, agility and adaptability are key; and the third challenge is the battle over talent: what can we offer these talents differently than the rest, how can we retain them, and provide them with the necessary space to excel.

When it comes to grasping the essence of Saudi Arabia, localization stands as the foremost imperative a task that proves to be a stumbling block for many agencies. Do you think we will see joint ventures with Saudi local companies happen or an increase in the Saudization ratios in multinationals beyond the 50% requirements take place?

There are already numerous discussions regarding potential joint ventures or even acquisitions by multinational groups of local agencies, which undoubtedly would have a positive impact on the market. However, investing in local talent remains the more effective solution. Local talents possess a deep understanding of the culture, insights, and habits that cannot be replicated by anyone; thus, the increase in Saudization is evident. Furthermore, it is crucial to empower these talents and provide them with the space to express themselves, challenge conventional norms, and contribute to the creative process.

“There are already numerous discussions regarding potential joint ventures or even acquisitions by multinational groups of local agencies, which undoubtedly would have a positive impact on the market.”

To invest in Saudia Arabia, one needs to invest in Saudis. The notion of importing creativity is no longer accepted. Do you think enough is being done to inspire a new generation of Saudis to join the Communication and Creative industries?

This is an ongoing process. We are witnessing an industry that is growing exponentially, and it is undoubtedly attracting a significant amount of talent. Numerous universities have incorporated advertising specializations into their curriculums, and numerous local platforms provide training and guidance. Additionally, creative hubs are emerging across the country where talented individuals gather to exchange ideas and collaborate. The rise of local communication groups indicates stability, investment, and attraction for local talents, fostering increased confidence in the industry.

We all agree that competition is good. But when it becomes fierce and no rules or industry standard practices implemented, it can become complicated. What’s your take? What needs to change?

In my opinion, competition is always good; we look at the glass half full. It encourages us to adopt a positive outlook, viewing challenges as opportunities for growth. This pressure compels us to go above and beyond the regular call of duty to deliver exceptional strategies, creativity, and service. Moreover, it fosters self-discovery and adaptability, enabling us to embrace change, overcome obstacles, and venture beyond our comfort zones. Ultimately, this approach benefits the industry as a whole. While some may achieve success, others may face challenges, but the market naturally regulates itself. “It’s not the big that eats the small; it is the fast that eats the slow.”