Ahmed Al Sahhaf Leads IAA Saudi Chapter to Drive Innovation in Advertising

Posted on 2025 Jan,19 | By Ghada Azzi

Ahmed Al Sahhaf, CEO of MBC Media Solutions (MMS)—the commercial arm of MBC Group—and the first President of the newly established Saudi Chapter of the International Advertising Association (IAA), has been a true advocate for Saudi Arabia’s media and advertising sector, driven by a profound dedication to the industry.

In this exclusive interview, Al Sahhaf delves into his vision for fostering a progressive and accountable advertising ecosystem that celebrates the rich cultural heritage of the Kingdom’s diverse regions. He also shares valuable insights on today’s leading industry practices, key priorities, and upcoming initiatives for the IAA Saudi Chapter, offering a detailed perspective on his approach and aspirations.

Several attempts were made in the past to launch the IAA Saudi Arabia chapter. How did you manage to make it a reality?

The establishment of the IAA Saudi Chapter marks a pivotal step forward, one that underscore our strategic commitment to collaboration and realizing our vision of positioning Saudi Arabia as a global leader in the advertising industry. At MBC Media Solutions, alongside our valued partner Aramco, we leveraged the momentum of Vision 2030, which streamlined nonprofit regulations in Saudi Arabia, simplifying licensing, enhancing governance, and fostering transparency. These reforms empower nonprofits to thrive, align with national goals, and contribute to social development.

By uniting industry leaders under a shared purpose, we aim to foster impactful dialogue and establish a robust foundation for long-term success through strong alliances and a focused commitment to excellence, as we are setting new standards for our industry, with Saudi Arabia at the forefront.

IAA Global has been very active worldwide lately. How do you envision the role of the IAA Saudi Chapter supporting the region? What mission/short-term objectives have you put for this first mandate?

The IAA Saudi Chapter aims to act as a bridge between the global advertising community and the fast-evolving Saudi market. Our mission is to empower local talent, promote creativity, and align with Saudi Arabia’s development goals. In the short term, we’re focused on establishing best practices, launching knowledge-sharing platforms, and nurturing partnerships that reflect the highest global standards while respecting our cultural heritage.

Every KSA region has its rich heritage, roots, and culture, and every region is proud of them. How will creating an IAA chapter in KSA fortify them?

The IAA Saudi Chapter aims to celebrate and elevate the unique heritage of all of Saudi Arabia’s regions by offering a platform to showcase regional creativity on a global stage. Through the IAA, we are not only highlighting this diversity but also ensuring that local voices and expressions are recognized and valued globally. By integrating regional heritage with global standards, the IAA Saudi Chapter fortifies these cultural elements, positioning them as sources of pride and influence within the international advertising landscape.

‘Saudi Arabia would make an ideal host for the IAA World Congress’

Within Vision 2030, does the IAA chapter in KSA subscribe to the main titles under that banner?

The IAA Saudi Chapter is deeply aligned with the core principles of Vision 2030, particularly in areas of cultural exchange, economic diversification, and empowering local talent. Our role is to drive forward the Kingdom’s creative and advertising industries in a way that supports a globally integrated, dynamic economy. By fostering an ecosystem where innovation, local identity, and international relevance intersect, we are advancing the objectives of Vision 2030. The chapter serves as a bridge, connecting Saudi Arabia’s ambitions with the global marketplace and establishing the Kingdom as a vital player in the advertising industry worldwide.

Do you feel that creating an IAA chapter in the KSA will put the kingdom on the worldwide map even more?

Establishing the IAA Saudi Chapter further amplifies Saudi Arabia’s growing influence in global advertising. The chapter will create additional visibility and drive opportunities for Saudi advertisers and creatives, firmly positioning Saudi Arabia as a major hub for talent and innovation in the international advertising landscape. Our vision is to see the Kingdom recognized as a top destination for cutting-edge, culturally resonant advertising.

After Cairo, Beirut, and Dubai, is there a chance for the IAA World Congress to be hosted in Saudi Arabia in the near future?

Saudi Arabia would make an ideal host for the IAA World Congress, reflecting the Kingdom’s growing influence and commitment to becoming a global leader in the advertising and media sectors. We are actively exploring the possibility of hosting a major industry event under the auspices of the IAA Saudi Chapter. This event would serve as a regional hub for innovation, knowledge-sharing, and networking, bringing together industry leaders, thinkers, and creatives from around the world. It would be a defining moment for the Saudi advertising landscape, setting the stage for the Kingdom to become a focal point for industry excellence.

“Our vision is to see the Kingdom recognized as a top destination for cutting-edge, culturally resonant advertising.”

The overall mood in the past few years in Saudi Arabia’s dynamic ad industry was said to be euphoric, to say the least. How would you define it today?

The energy in Saudi Arabia’s advertising industry remains strong, but we are now entering a phase of sustainable growth and maturity. The industry has evolved from a period of rapid expansion into one focused on building long-term value, advancing creative standards, and fostering a stable, quality-oriented environment. This shift reflects a maturing landscape where quality and sustainability take precedence, with agencies and creatives focused on meaningful impact rather than immediate gains. The Saudi advertising landscape is now setting a foundation for sustained excellence and global recognition.

What, in your opinion, is the biggest challenge for agencies established in the Kingdom?

The biggest challenge is adapting to the rapid pace of change. As Saudi Arabia continues to integrate global best practices, agencies need to adopt a growth-oriented mindset that values both innovation and adaptability. Investment in talent development, a commitment to lifelong learning, and an organizational culture that nurtures creative freedom are essential. Agencies must not only keep up with evolving trends but also pioneer new ones, allowing their teams the creative space and support they need to elevate standards and drive the industry forward.