By Afshan Aziz
As Saudi Arabia’s marketing landscape accelerates under Vision 2030, brands are navigating new expectations, global competition, and a rapidly expanding consumer base. Adel Baraja, Chief Business Officer at Publicis Groupe KSA, speaks to Communicate about how marketers can stay effective, the risks facing the industry, and the evolving role of Saudi brands on the global stage.
How do you define marketing effectiveness in today’s Saudi market?
Marketing effectiveness can be measured in many ways such as sales, registrations, and performance metrics. But at this stage, it comes down to brand building and brand equity. Saudi Arabia is opening up to the world, and we are now competing not only with regional players but with global brands entering the market.
If your brand connects with your audience on a meaningful level, you’ve already won half the battle. Every campaign you launch becomes stronger and more effective. We are also seeing a national push for Saudi Arabia to be viewed as a global brand, both as a country and through its businesses. I was in London recently and saw our local brands on shelves, the following day in Egypt, the same thing. Saudi brands are now everywhere. That’s why brand strength matters more than ever.
With giga-projects such as NEOM and the Red Sea, what role does marketing play in shaping national impact?
Saudi Arabia really is a hidden gem, and now the world is discovering it. The tourism ecosystem is a good example. For example, the Future Hospitality Summit brought global CEOs and major destinations to Riyadh to discuss tourism, not just to observe but to learn from Saudi Arabia.
We had a goal of reaching 100 million visits by 2030, and we reached it two years ago. Now the target is 150 million. That tells you the direction is right. Marketing plays a crucial role in shaping how the Kingdom is perceived globally and how these giga-projects contribute to quality of life and national identity.
What are the most common pitfalls brands fall into when trying to drive effectiveness?
Chasing trends. Some brands want to use AI, VR, or AR just to say they used them. But is the technology maturing enough to protect your brand image? In many cases, not yet.
The moment marketers become driven by vanity, wanting to be “first”, they lose focus on what matters: the message, the target, the customer experience, and the brand’s positioning. Experimentation is healthy, but it must not distract from strategy.
What advice do you offer emerging marketers in the Kingdom?
Vision 2030 is a treasure trove, but you need to know where you want to contribute. Find the industry you are passionate about, whether it’s FMCG, tourism, sports, entertainment, or tech. Be adaptable, stay curious, and understand that we are all rowing in the same direction. If you align passion with purpose, success will follow.
