SMC Forges Strategic Partnership with MENA Effie Awards to Enhance KSA’s Media Landscape

To further explore the prospects of this partnership, Communicate spoke with Khalid Alkhudair, CEO of SMC. Alkhudair joined SMC in 2022, spearheading the company’s transformation into the Kingdom’s media, sports, and entertainment sectors. Overseeing nearly 80% of the region’s media assets, including prominent entities such as beIN Sports, the Saudi Broadcasting Authority, Rotana, SRMG, and Saudi Airlines’ inflight entertainment, he has propelled SMC to unprecedented heights of success, attracting regional and global attention.

As the first Ashoka fellow from Saudi Arabia, a Young Global Leader at the World Economic Forum, and an Endeavor Entrepreneur, Alkhudairisdedicatedtoelevating Saudi Arabia’s media sector onto the global stage. During his tenure as the Chief Experience Officer (CXO) at Riyad Bank, he led comprehensive internal and external experience enhancements for the brand and pioneered the establishment of the CSR department for the entire Riyad Bank Group, encompassing Riyad Capital. In 2011, Alkhudair founded Glowork, an employment organization focused on crafting solutions to facilitate women’s participation in the workforce. The organization has generated thousands of job opportunities for women, placing over 40,000 individuals thus far, and has garnered multiple awards, including the prestigious King Salman Award for Entrepreneurship.

In an exclusive interview with Communicate, Alkhudair shares the various factors that propelled the partnership between SMC and the MENA Effie Awards, offering insights into what this collaboration could signify for the Kingdom’s creative communities.

As the leader of Saudi’s pioneering media enterprise, what role do you think advertising plays in shaping the nation’s narrative and fostering economic growth?

Advertising in the last couple of years has become a key driver for Saudi Arabia. It has attracted tourists, changed perceptions, and built bridges between countries, thereby creating a strong narrative. Numerous government and private entities have focused on advertising, particularly to attract tourism and grow economies of scale. I believe this trend will continue. Through our partnership with the MENA Effie Awards, we aim to bring together the best minds in the industry, allowing the Kingdom’s private and government sectors to harness the true potential of creativity.

What drove SMC’s alliance with the Effie Awards?

This partnership goes far beyond the MENA Effie Awards. We want to use the awards as a platform to showcase the magnitude of Saudi Arabia’s capabilities. Bringing together creative minds allows organizations and entities to tap into available resources, enabling international players to recognize the Kingdom’s broader vision and various initiatives. The partnership establishes an excellent foundation for these global entities to interact with the Saudi community. Beyond that, we plan to create opportunities for Saudi’s marketing and advertising communities through educational masterclasses, bringing out the best in the talent we already have in the Kingdom. Our nation houses great talent and agencies, and this collaboration will allow us to showcase this talent to the world.

The Effie Awards have been recognized as the benchmark of global marketing since 1968. Now that it’s being held in Saudi Arabia, what impact can we expect it to have?

The Effie Awards have had a significant impact on me for a very long time. In my previous career as a marketeer, I always attended the Effie Awards and even participated multiple times, either through an agency or with our own creative work. Now, as I bring the MENA Effie to Saudi Arabia, I recognize how much it has shaped my career and hope it will help shape the careers of many aspiring marketeers in the Kingdom. The creative industries are very important in Saudi Arabia. I believe this initiative is crucial for bringing out the best in Saudi youth and talent. It is also an excellent stage to showcase creativity. We’ve seen remarkable ads from this region go global, and we want to see more of this.

In your professional opinion, what role can achieving marketing effectiveness play in establishing an organization?

Achieving marketing effectiveness is crucial for establishing any organization. The increased importance of driving ROI while monitoring metrics and data has become a critical part of every marketer’s scope today. Every time we run an ad campaign with any agency or client, the primary metric we use to retain the client is performance outcome. Even if this performance isn’t directly tied to data, we must find ways to monitor and track the results. This is a crucial step to retain clients and ensure their continued partnership. Marketing effectiveness is a vital metric that every entity today needs to work toward achieving.

As Saudi continues to attract the best of global and regional players, how do you plan on staying ahead of the curve? How do you plan on constantly innovating and setting SMC apart from rising competitors?

SMC’s foundational aspiration has always been global prominence. Originating locally and supported by a network of established regional entities and sister companies with international standing, we’ve emerged as a pivotal player in media advertising and sports entertainment. Our ongoing mission is to sustain this momentum by attracting top-tier talent, spearheading innovative advertising methodologies, and pioneering novel experiential offerings. With a robust presence spanning five years and a workforce exceeding 120 professionals, SMC operates extensively across the MENA region and is experiencing rapid expansion. Our diverse portfolio encompasses collaborations with both private and governmental entities, positioning SMC as a crucial catalyst within the industry.

This article was first published in Communicate's Issue 180 2024.