Get to know of some of the GCC’s best creative leaders through this specially tailored ASKED & ANSWERED questionnaire designed to learn what are top agencies’ creative kitchen made of. They come from diverse horizons. They trace their professional trajectory— where they grew up and how they landed in the GCC. Ahmed Younis aka Fizo, Chief Creative Officer at Publicis Communications KSA & Egypt, explains what makes Saudi Arabia a magnet for creative talents, as he also expands on the importance of awards and what happens when cultural diversity and creativity combine.
YOU x SAUDI ARABIA
Where did you grow up?
I grew up in Cairo, Egypt, in a quiet neighborhood (at the time) called Heliopolis.
What made you pick Saudi Arabia?
There's no doubt about the exponential growth Saudi Arabia is witnessing; that would be the expected answer. However, the truth is that before I joined Publicis Groupe, I was the head of the creative shop at Meta for the Middle East and North Africa, with Saudi Arabia naturally being a priority market. I found myself visiting Riyadh regularly since 2017, witnessing the progress firsthand. I saw the passion and ambition—two key ingredients for success. So, when I got the opportunity, I was not only excited but also deeply curious. It felt almost like getting a chance to be part of history in the making, who would say no to that?
How would you explain your job to a taxi driver?
Taxi drivers and I have a funny relationship—they never quite grasp what I do, and even when they do, they seem less than impressed. To get it right I memorize my role summary in front of the mirror regularly. Here goes the pitch: I ensure that the creative output of our agencies is top-notch, I build solid, trust-based relationships with our partners, and I guide our talent on a path of continuous learning and growth.
What makes Saudi Arabia (or the GCC) so attractive for creative talents?
I believe that any country with a rich history and inspiring culture becomes a magnet for talent. Add to the mix the fact that the market is experiencing unprecedented growth, and it becomes fertile ground for brilliant ideas. This is enough to attract the brightest minds. Other countries or markets in the GCC have their own allure, and the entire creative world is taking notice.
What do you love most about the KSA?
I love that Riyadh feels like home, similar to Cairo, with streets that are full of life all night. The city has texture and layers of culture. I appreciate how different other parts of the kingdom are; the vast geography gives birth to so many different experiences. Of course, I love the food—who wouldn't? Lastly, I love the people, their generosity, and their friendliness.
ON CULTURE & DIVERSITY
How do so many cultures work together to create successful campaigns that speak their own language and fit so many cultures at the same time?
I believe diversity sparks creativity; I've seen this firsthand. The more different backgrounds and mindsets you bring together, the richer your mosaic is. But don't take my word for it—according to Harvard Business Review, companies with diverse teams are 45% more likely to see their market share grow and 70% more likely to enter new markets. It really shows how bringing different perspectives together can lead to amazing results. And no, I don't memorize those figures; I looked them up before answering :)
Do you find it easy to work on campaigns that flex a cultural nuance truly distinct to the region, delivering the kind of hyper relevance that you may struggled to land in a western homogenized culture?
Absolutely! What matters deeply to some can become magnetic to many, and nothing resonates more than something rooted in cultural nuance. Take "ProtectTasbeeh" as a recent example. Leo Burnett and Saatchi & Saatchi crafted an incredible campaign based on a simple cultural nuance: every pilgrim enters the Holy Site with one item in hand—prayer beads. Together with Saudia Airlines, they innovated a solution to prioritize health and safety for pilgrims worldwide. This campaign was highly successful, winning four Grand Prix awards at the Dubai Lynx.
ON THE IMPORTANCE OF AWARDS
Why do you think advertising awards matter so much?
Winning a Lion or a Pencil isn't just about the trophy; it's about building a reputation. These accolades serve as a stamp of approval, enhancing the credibility of agencies and creatives alike. They signal to potential clients and industry peers that the agency is a leader in innovative and effective advertising. Furthermore, such awards attract top talent—creative minds are drawn to places where their work will be celebrated and pushed to new heights. Additionally, winning these prestigious awards acts as a benchmark for the entire industry, pushing teams to break the mold and set new standards in creativity.
Your take on this year’s Dubai Lynx.
I loved the session—so many valuable insights from famous creative minds and tech platforms, each offering very interesting takes on the future of the industry from their own perspectives. The show was very well organized, and the new venue is great. I appreciated the vivid mix of different campaigns, and of course, I'm thrilled that we won big! :)
The one award every creative or agency wants to win
The obvious answer would be a Lion, a Titanium one to be specific, but I like pencils. :)
Your top three awards show?
Cannes Lions, D&AD and the One show.
