Initiative, the media and communications agency part of Middle East Communications Network (MCN) and Omnicom, has been appointed media agency of record for Saudi Arabia-based digital bank D360 Bank following a competitive multi-agency pitch.
The mandate covers an integrated media partnership aimed at supporting D360 Bank’s customer acquisition and brand-building efforts as the bank expands its presence in Saudi Arabia’s increasingly competitive digital banking market.
The partnership was formally marked at a signing ceremony held during Money20/20 Riyadh on September 15.
D360 Bank, which is Saudi Arabia’s fully licensed, Shariah-compliant digital bank, said it has acquired more than 3.4 million customers in less than 18 months since beginning operations in 2024.
The appointment comes as Saudi Arabia’s financial sector undergoes rapid digitalisation under Vision 2030, with digital banks competing to expand their customer bases and build trust in a highly regulated market.
Initiative said its proprietary “Trust Engine” framework will be central to the partnership. The agency describes the framework as a full-funnel, performance-driven approach designed to combine data, media and customer experience to build credibility, drive consideration and support business growth.
Rayan Alturki, Chief Commercial Officer at D360 Bank, said: “D360 Bank was built on the belief that banking should be simpler, more accessible, and more rewarding for every customer across Saudi Arabia. Everything we build — from our products to our services — is shaped around what our customers need today and what they’ll expect tomorrow. As we accelerate this growth journey, our partnership with Initiative gives us the media expertise and strategic firepower to bring that customer-first philosophy to life at scale, reaching even more Saudis with the banking experience they deserve. Together, we’re building lasting trust with customers across every corner of the Kingdom.”
Lara Arbid, CEO of Initiative MENAT, said: “D360 Bank has demonstrated in a remarkably short time the scale of ambition shaping Saudi Arabia’s next generation of financial brands. Formalising this partnership marks the beginning of an important next chapter, where our role is to bring together strategic thinking, data intelligence, and performance rigour to translate that strong market momentum into sustained and scalable growth, with measurable business impact at the heart of everything we do.”
The account win adds to Initiative’s presence in Saudi Arabia, where the agency is seeking to expand its work with brands operating across sectors including finance, technology, retail, travel and entertainment.
Initiative is part of MCN in the MENAT region and Omnicom globally. The agency provides media strategy, planning and buying services, using data, technology and audience insights to support brand and business growth.
