GroupM, WPP’s media investment group, hosted client-facing event ‘NextM: Path to Prosperity’ in Saudi Arabia, bringing together global thought leaders, local industry players and influential public figures to explore the fast-evolving media landscape and equip leading businesses for continued success in 2025.
With the KSA business landscape transforming at an unprecedented rate, and consumer behaviors becoming increasingly complex, the media holding group, known for its ‘Next Era’ approach to media hosted an exclusive client briefing in Riyadh.
The jampacked agenda focused on how to navigate rapid growth in alignment to the Kingdom’s ‘Saudi Vision 2030’.
Through thought-provoking panels, interviews, and dynamic keynotes, GroupM MENA explored five key areas set to reshape media and marketing outcomes in the coming years to enable local-to global growth.
The day kicked off with an energetic session on Game-Changing Growth, led by GroupM’s MENA Gaming Lead, Youssef Raad. He was joined by renowned Saudi gamer and Twitch streamer ‘Nitrake’ and Nabil Moutran, Founder and CEO of Division. Together, they explored how businesses can tap into KSA’s reputation as a powerhouse in the world of gaming and its mounting momentum.
Next, Reimagining TV took center stage, with Harry Harcus, GroupM’s EMEA Chief Solutions Officer, and Clare Fearon, Head of Programmatic for GroupM in MENA, providing expert insights on addressable TV. Together, Harry and Clare examined the wealth of opportunities presented by the evolving landscape in KSA, demonstrating how businesses can create effective and impactful campaigns using the latest tech and tools.
The spotlight shifted to Unmissable Moments in the world of sports marketing. Lefteris Coroyannakis, Director, Client Services at Two Circles, and Andy Jackson, SVP Middle East at Footballco, discussed how to tap into the rare opportunities Sporting events provide to connect authentically with fans, how looking ‘beyond the broadcast’ can drive business growth, and the historic sporting events on the horizon in KSA.
Switching gears, attendees delved into non-endemic commerce with Eric Abi Younes, General Manager at Amazon Ads, Saudi Arabia. Connecting Through Commerce revealed the untapped potential of retail media, even for businesses that don't sell products on commerce channels, and explored how brands can leverage data, storytelling, and global reach to connect with consumers, opening new doors for bold businesses.
The final session, Amplify with Audio, explored the booming audio market in Saudi Arabia. Faisal Alghamdi, Chief Business Officer of thmanyah, and Malek Maktabi, acclaimed talk show host and media executive, discussed the future of audio and how businesses can seamlessly integrate it into their marketing strategies to engage consumers in fresh and impactful ways.
‘NextM: Path to Prosperity’ underscored GroupM’s commitment to empowering its MENA clients with the knowledge and strategies they need to not just succeed but thrive in the ‘Next Era’. By continuing to bring together formidable voices from across the industry, we are proud to provide a platform for insightful discussions and actionable learnings to ensure our MENA clients are prepared to lead the charge as we head into 2025. This marks the first of many similar initiatives we're committed to in Saudi Arabia and the region," stated Amer El Hajj, CEO at GroupM MENA.
