Tala Saleh on Tayb’s enthusiasm for innovation and strategic branding
Posted on 2024 Jan,18

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Tayb, a vernacular Arabic word that translates to ‘ok, good’, is said to reflect the new company's commitment to deliver tailored strategies that cater to the unique needs of the Saudi market. Recently born out of the merge of two agencies (Anchovy and The Studio Upstairs), Tayb aims to provide innovative solutions that enhance clients' branding strategies and digital capabilities, something that has yet to be offered on the Saudi market at these levels of complexity and quality. Tayb Creative Digital CEO Tala Saleh explains it all.


How would you describe the current general ad business mood in Saudi Arabia?

As the Kingdom embraces rapid technological advancements and digital transformation, there's a palpable enthusiasm for innovation and strategic branding. The market is evolving, and we see an increasing openness to creative and technologically advanced solutions.


What can you tell us about Tayb and the recent merger? And what sets you apart?

Tayb is the result of a strategic partnership between ANCHOVY Studios plc (now 9H Digital in Malta) and my previous company, The Studio Upstairs, leveraging over a decade of successful operations in Saudi Arabia. Our company stands out through its commitment to blending international experience with local insight, expertise and passion. Our diverse team, an exceptional blend of professionals from Europe, the Middle East, and Saudi Arabia, ensures that we bring a unique perspective to each project. Our competitive edge lies in our ability to deliver innovative solutions that resonate with the Saudi market, driven by a deep understanding of local nuances.


How do you see the flood of rival companies affecting your business?

The increasing number of companies in the market signifies a healthy and competitive landscape. We embrace competition as a driving force for innovation and improvement. Our key to maintaining a competitive edge lies in our unique proposition. Tayb combines the local expertise of Saudi Arabia with the international experience with our partners 9H Digital. This blend allows us to offer unparalleled insights and tailored solutions, giving us a distinct advantage in meeting the diverse needs of our clients in Digital and Tech.


“Building strong local partnerships, investing in local talent, and staying at the forefront of technological advancements are key ingredients for success.”


What do you think agencies need the most to succeed in a market like Saudi Arabia? 

Success in the Saudi market requires a delicate balance of cultural knowledge, technological innovation, and strategic foresight. Building strong local partnerships, investing in local talent by providing mentorship, and staying at the forefront of technological advancements are key ingredients for success.

Also another crucial element of success is the infusion of international expertise. Our slogan – ‘Your Future Our Hands’ portrays exactly this. Whether you need great people or wonderful tools, we’re constantly leveraging strategic partnerships to bring the best solutions to our clients.


What in your opinion Saudi advertising is still lacking?

While Saudi advertising has made significant strides, continuous evolution is vital. One area for improvement is the integration of cutting-edge technologies across all facets of advertising. Embracing emerging technologies will not only enhance creativity but also elevate the overall impact and effectiveness of campaigns.


What role do you see your agency playing in the overall Saudi Vision 2030?

Tayb envisions a pivotal role in Saudi Vision 2030 by contributing to economic diversification and fostering innovation. As a trusted partner for both established companies and startups, we aim to support Vision 2030 by empowering businesses through comprehensive branding and technology services and nurturing local talent, thus investing in Saudi Arabia's creative future.