The Big 5 Saudi 2023 doubles in size in its new venue Riyadh Front

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Updated 14 February 2023
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The Big 5 Saudi 2023 doubles in size in its new venue Riyadh Front

  • Boasting 100 percent more exhibitors than in 2022, The Big 5 Saudi sells out with over 750 confirmed exhibitors from 40 countries expected at the Riyadh Front.
  • An expected 28,000 construction professionals can explore over 15,000 products and services.
  • With its largest international presence to date, the cornerstone event will host 12 country pavilions from Italy, Germany, Greece, Poland, Spain, Egypt, China, Kuwait, Turkiye, Austria, Qatar and India.
  • Two new events join the lineup, supporting Saudi Vision 2030 in its progressive development goals: Windows, Doors and Facades and Saudi Glass.

The 11th edition of The Big 5 Saudi, organized by dmg events, will take place at the Riyadh Front Exhibition and Conference Center from Feb. 18-21. This largest construction event in Saudi Arabia will bring together 28,000+ attendees and more than 750 local and international exhibitors from 40 countries, showcasing the latest in construction innovations and technologies.

In January this year, there were $298 billion worth of real estate projects under construction. By the end of 2023, intelligence firm ABiQ expects the Saudi real estate construction market to grow by 9 percent to a total of $324 billion. This total includes completing $18 billion of real estate projects in 2023. With an ambitious array of giga- and megaprojects regularly announced across the Kingdom, the construction industry globally is tasked to dramatically scale the production and distribution of products across all project stages to meet this tremendous demand.

“The Big 5 Saudi is a premier event that brings together industry professionals from around the world to showcase the latest advancements and innovations in the construction sector in Saudi Arabia,” said Muhammed Kazi, VP — construction, dmg events. 

“As the second largest non-oil sector in Saudi Arabia, the construction industry plays a pivotal role in driving the Kingdom’s economy forward, and The Big 5 Saudi serves as a platform to promote and support this growth. With a focus on the projects shaping the future of Saudi Arabia, and a commitment to showcasing the latest technologies and advancements, The Big 5 Saudi is a vital event for anyone looking to be at the forefront of the construction industry in the Kingdom.”

The Big 5 Saudi will feature eight product sectors, including building envelope and special construction, building interiors and finishes, construction technologies and innovations, building materials and tools, solar and MEP services, plant machinery and vehicles, off-site and modular construction, and building security and access control. Doubling in number of exhibitors since its 2022 edition, the event will gather over 15,000 products and solutions and welcome a host of new-to-show brands, such as Saleh Ibrahim Aldohan, Gulf Factory for Insulation Panels, CPC Holding, Llbna Fnoon, Rkiza Building Materials, Saudi Services Company, Rheem Manufacturing, Lattice Software Solutions, Al-Jazirah Falcon and Masdar.

The trade exhibition is once again accompanied by specialist events HVAC R Expo Saudi, Surface and Stone Saudi Arabia, and FM Expo Saudi. In co-location with these established brands, dmg events has also announced the inaugural editions of two additional events servicing the construction industry. “We are thrilled to announce that the Windows, Doors and Facades and Saudi Glass events will be launching next to The Big 5 Saudi this year. This decision was made easy by the immense interest we received from leading building envelope brands, coupled with our previous success running these events in other markets. We believe offering these world-renowned brands a robust platform to meet the booming local demand for their products is a great opportunity as we strive to help the Saudi government and industry stakeholders to achieve their ambitious development targets,” added Kazi.

In its largest and most international edition ever, The Big 5 Saudi will be bustling with industry networking opportunities, as well as visitor experiences and 40 free-to-attend CPD-certified Industry Talks. The anticipated educational program will gather onstage more than 50 innovators, architects, project and facilities management practitioners, and technologists, including Waleed Akhtar M. Sultan, general supervisor for classification development, project management and performance follow-up, Ministry of Municipal, Rural Affairs and Housing; Jason Morris, managing director — project and construction management division, KEO International Consultants; Mohammed El-Khamissy, group chief finance officer and adviser to the board, RC Al-Mana; Grace Najjar, managing director, PMI MENA; Andrew Jones, CDR partner, Dentons and Co.; and Rick Hopper, managing director, Mott MacDonald Saudi Arabia business and chair of the Saudi Chartered Institute of Building Hub. These and other experts will present on impactful topics such as disruptive project management trends, the best use of technology in managing projects, and public-private sector collaboration on design.

The Big 5 Saudi continues to serve as a true testament to the Kingdom’s growing attractiveness in the global construction arena, bringing together industry players in support of the Kingdom’s ambitious Vision 2030 objectives. Twelve country pavilions will shine the spotlight on construction solutions from Italy, Germany, Greece, Poland, Spain, Egypt, China, Kuwait, Turkiye, Qatar, Austria and India. The 2023 edition is sponsored by industry leaders including AFAQ Wood Industries Factory, Bluu, Carrier, Saudi Services Company Limited, Zamil Industrial, SABB, Al-Bawani, Midea and SRACO. Key event media and supporting partners are PMI, CIOB, MEFMA, ACI, AIA Middle East, CNBC Arabia, Arab News, Eye of Riyadh, Al-Riyadh, Al-Watan, Saudi Projects and Amlak Real Estate Newspaper.

The sold-out exhibition is free to attend for industry professionals. Visitor registrations are open at www.thebig5saudi.com 

 


The AI revolution: Transforming advertising in MENA with innovation and authenticity

Safwan Kanj, managing director at EssenceMediacom — Saudi Arabia.
Updated 25 November 2024
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The AI revolution: Transforming advertising in MENA with innovation and authenticity

Artificial intelligence is reshaping advertising in the world, enabling brands to craft campaigns that are personalized, innovative, and efficient. 

AI-driven personalization and targeting

Personalization lies at the core of AI’s transformative impact. The MENA region’s cultural diversity and varied consumer preferences demand highly tailored campaigns, and AI is meeting that challenge head-on.

A remarkable example is Coca-Cola Arabia’s 2022 campaign during the FIFA World Cup in Qatar. To boost reach and sales among Saudi Gen Z audiences, Coca-Cola collaborated with Google and EssenceMediacom to conduct affinity-based audience research. This led to the creation of over 30 personalized video ads using Google’s AI-powered Ads Creative Studio. These ads dynamically tailored visuals and messages in real-time to resonate with specific interests like gaming, soccer, and fashion.

The results were extraordinary: a video view-through rate of 46 percent (exceeding the planned 30 percent), a 42 percent cost-per-view saving, a 10 percent market share growth in Saudi Arabia, and a 22 percent increase in sales volume during the promotional period. These outcomes highlight how AI-powered targeting can achieve measurable business success.

Creative innovation with AI

AI is also transforming content creation, automating repetitive tasks and enabling brands to generate dynamic, high-quality visuals and videos. Tools like Runway ML have become integral in the region’s creative workflows.

In a project for a regional beauty brand, we used AI to generate visuals aligned with local beauty standards and cultural symbolism. The combination of AI and cultural understanding resulted in content that deeply resonated with audiences. Similarly, Anghami, MENA’s leading music streaming platform, uses AI to deliver personalized audio ads tailored to listener preferences, improving ad recall and brand affinity.

Building trust in advertising

As AI becomes integral to advertising, ethical considerations such as transparency and cultural sensitivity are paramount. In my work with a financial services provider, consumer resistance to AI-powered decision-making around data privacy required a proactive approach. By adopting IBM Watson OpenScale for transparency in AI models, we bridged the trust gap effectively.

Another notable example is TikTok’s use of AI-powered moderation tools that filter content in alignment with regional cultural norms. By combining AI with human oversight, TikTok ensures transparency while adhering to local regulations, fostering trust among users.

Future trends in AI-powered advertising

AI is driving several trends that will shape the future of advertising in MENA:

1.Predictive analytics for enhanced targeting

AI uses historical data to predict consumer behavior, allowing brands to tailor campaigns for maximum ROI.

2.Hyper-personalization of content

Real-time, highly personalized messages based on user behavior and demographics are significantly boosting engagement rates.

3.AI-generated creative content

Dynamic tools like DALL·E enable brands to quickly create visually engaging content, maintaining a fresh and consistent presence.

4.AI-optimized programmatic advertising

Machine learning ensures precise ad targeting and efficient use of budgets, revolutionizing ad buying.

5.Ethical AI and transparency

As regulatory scrutiny grows, brands are adopting explainable AI systems to build consumer trust.

While these trends highlight AI’s potential, challenges remain. Infrastructure inconsistencies across the region mean some markets are thriving with AI solutions, while others struggle with basic digital integration. Bridging this gap requires investment in digital education and partnerships with tech providers.

Strategies for marketers in MENA

In my experience, marketers in MENA must ACE their approach: Adapt, Conceptualize, and Engage. AI-driven advertising offers opportunities to stay competitive and deliver impactful campaigns. Key strategies include:

  • Leverage advanced tools (Adapt): Use platforms like Meta Advantage+ and Google Ads Creative Studio to craft tailored campaigns. Creative automation tools like Smartly.io can ensure content freshness.
  • Build data ecosystems (Conceptualize): Implement AI-powered customer data platforms like Tealium or Segment for deeper insights and strategy alignment.
  • Focus on creative AI (Engage): Tools like Runway ML and Synthesia enhance storytelling by creating culturally relevant, visually consistent content.
  • Adopt ethical practices: Build trust through transparent campaigns with tools like IBM Watson OpenScale to monitor AI fairness.
  • Stay agile: Monitor and adjust campaigns using predictive analytics tools like Google Analytics 4 (GA4) or Datorama by Salesforce for real-time optimizations.

Conclusion

AI is revolutionizing advertising in MENA, unlocking new opportunities for personalization, creativity, and efficiency. While challenges like digital readiness and ethical concerns persist, the potential for AI to redefine advertising is immense.

Elon Musk once remarked, “AI is far more dangerous than nukes.” While this highlights AI’s power, I believe it can be a force for good — provided it is used with professionalism, transparency, and positive intent.

The future of advertising in MENA will be defined by a fusion of technological innovation and cultural sensitivity, paving the way for impactful and authentic brand storytelling.

  • The writer is Safwan Kanj, managing director at EssenceMediacom — Saudi Arabia.

Abeer announces soft launch of ‘Lavender Health’

The soft launch took place at the Global Health Exhibition, attended by high-profile guests.
Updated 25 November 2024
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Abeer announces soft launch of ‘Lavender Health’

Abeer Medical Group has announced the soft launch of Lavender Health, a premium speciality healthcare facility dedicated to provide value-based healthcare services. The soft launch took place at the Global Health Exhibition, attended by high-profile guests including Dr. Ibrahim Alomar, assistant deputy minister for health investment, along with officials from the Ministry of Health and senior leadership from Abeer Medical Group. The event marked a significant milestone in the group’s ongoing commitment to providing exceptional healthcare services, emphasizing quality and a delightful experience for everyone.
Alungal Mohammed, president of Abeer Medical Group, said: “As we embark on the 25th year in the Kingdom, I am happy to introduce Lavender Health, a new vertical with a selected set of specialities for the niche group. This facility is a testament to our dedication to high-quality healthcare and our mission to meet the evolving needs of our care seekers.”
Dr. Alomar said: “The launch of Lavender Health is a commendable initiative that aligns with our continual efforts to enhance healthcare accessibility and quality in the Kingdom. We applaud Abeer Medical Group for their initiative and dedication to improving the health and well-being of our citizens.”
Lavender Health is set to offer a wide range of healthcare services equipped with state-of-the-art technology and skilled healthcare professionals, ensuring that care seekers receive the highest standard of care.

 


TDF CEO joins World Travel & Tourism Council Executive Committee

Updated 25 November 2024
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TDF CEO joins World Travel & Tourism Council Executive Committee

In a landmark achievement for Saudi Arabia’s tourism sector, Tourism Development Fund CEO Qusai Al-Fakhri has been appointed to the Executive Committee of the World Travel and Tourism Council. This appointment highlights TDF’s growing international influence and its vital role in transforming Saudi Arabia into a leading global tourism destination in line with the objectives of Saudi Vision 2030.
The Executive Committee membership, one of the highest roles bestowed on a Saudi entity within the WTTC, reflects TDF’s commitment to sustainable tourism development and international collaboration. The WTTC unites key decision-makers, leaders, and experts from across the global tourism industry, focusing on strategies that drive long-term growth in travel and tourism.
The TDF CEO’s appointment underscores TDF’s leadership in fostering international partnerships, advancing Saudi Arabia’s tourism industry, and positioning the Kingdom as a top destination for foreign investment. By sharing insights and learning from global best practices, TDF will further accelerate the growth of Saudi tourism, enhancing its global standing and economic potential.
Al-Fakhri said: “Joining the WTTC’s Executive Committee is a prestigious recognition of Saudi Arabia’s growing influence in the global tourism landscape. It reaffirms TDF’s commitment to driving tourism transformation in the Kingdom.”

 Through this platform, we aim to leverage global expertise and innovative solutions to achieve the ambitious goals of Saudi Vision 2030, while promoting sustainable growth across Saudi Arabia’s tourism sector.” He also highlighted TDF’s continued dedication to developing the sector through financial support and advisory solutions that empower investors and enhance collaboration with both local and international stakeholders.
The WTTC is the premier global entity representing the private sector in travel and tourism. Its mission is to raise awareness of the industry’s economic and social impact while providing a platform for leaders to share insights and address critical challenges. The WTTC’s annual global summit brings together top executives from the world’s largest travel and tourism companies to explore key issues and opportunities.

 


LuLu marks 15 years with ‘Super Fest 2024’

LuLu held an exclusive event in Riyadh to highlight its achievements over the past 15 years.
Updated 24 November 2024
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LuLu marks 15 years with ‘Super Fest 2024’

LuLu Hypermarket Saudi Arabia is celebrating its 15th anniversary with the launch of Super Fest 2024, the biggest shopping event of the year. Running from Nov. 27 to Dec. 10, the festival celebrates LuLu’s journey of success and commitment to excellence. Customers can look forward to unbeatable deals and exciting prizes, making this a shopping experience like no other.

The festival features massive discounts across all sections, including supermarkets, fashion, electronics, mobile phones, and home appliances. With savings totaling SR25 million ($6.6 million), shoppers have an opportunity to enjoy exceptional value throughout the celebration period.

Adding to the excitement, Super Fest 2024 offers shoppers the chance to win 1,500 gifts and prizes worth up to SR1 million. 

Ahead of the fest launch, an exclusive event was held at voco Riyadh. Attended by key suppliers, influencers, and media representatives, the event highlighted LuLu’s achievements over the past 15 years. Special anniversary products and exclusive fest offers were unveiled, setting the stage for the celebrations.

During the event, LuLu honored its key suppliers with tokens of appreciation, recognizing their critical role in the company’s success. This gesture reinforced LuLu’s commitment to building strong partnerships with its strategic retail collaborators.

Shehim Mohammed, director of LuLu Hypermarkets Saudi Arabia, said: “Today, as we celebrate the 15th anniversary of LuLu’s establishment in Saudi Arabia, we take pride in a journey full of achievements and partnerships with our community and loyal customers. This occasion is not just a milestone, but a testament to your trust and ongoing support, which motivates us to continue offering the best. We invite you to share these special moments with us and enjoy the largest deals and prizes we have specially prepared for you. Together, we continue the journey of success.”

“Over the years, LuLu has been one of the leading players in the retail sector, and we look forward to continuing to provide an exceptional shopping experience that meets and exceeds our customers’ expectations. This fest is part of our ongoing commitment to strengthening our relationship with customers and offering them the best in the world of offers and shopping. We wish everyone a fantastic shopping experience,” he added.

Over the past 15 years, LuLu Saudi Arabia has established itself as a leader in the retail industry. Known for offering high-quality products at competitive prices, LuLu has built a strong network of stores across the Kingdom. The company’s focus on innovation and excellence has made it a trusted name in the retail sector.

Recently, LuLu began trading on ADX on Nov. 14 following its record-breaking IPO. The most significant aspect was the heavy pull in of first-time investors, all of whom made up 82,000+ retail investors, one of the highest recorded for a UAE IPO. The stock offering raised $1.72 billion, with aggregate demand at $37 billion for an oversubscription by 25 times. Trading began with a share price of 2.04 dirhams ($0.56) per share, showing positive trade.

UAE nationals picked up many of the LuLu shares, and foreign investors hold just over 77 percent of the stock, which is among the higher percentages of ADX-listed entities. Cornerstone investors included leading sovereign and institutional investors from across the GCC. Key investors in the LuLu IPO include Abu Dhabi Pension Fund, Emirates International Investment Company, Bahrain Mumtalakat Holdings, Oman Investment Authority, Kuwait Investment Authority, Qatar Investment Authority, Saudi PIF, Hassana Pension Fund, and the Singapore Sovereign Wealth Fund, among others.

 


Mastercard announces winners of mentorship program

Winners of the mentorship program from Jeddah, Riyadh, and Alkhobar.
Updated 24 November 2024
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Mastercard announces winners of mentorship program

Mastercard partnered with Saudia and Blossom Accelerator for the third season of its “Her Voice” mentorship program, empowering female entrepreneurs to attain lasting success.
The entities hosted three workshops across Jeddah, Riyadh, and Alkhobar, with more than 100 participants across all the cities. Each workshop enabled the opportunity to foster connections among women from across the Kingdom, offering participants access to all-important learning and networking. A competition held at each workshop also provided the opportunity for one winner from each city to be granted the mentorship program.
Reima Sras, founder of Buthoor Tech; Munirah Alkadi, founder of Mawsim; and Sarah Albaiz, founder of Qantara Studio; were selected as the competition’s three winners, each being enrolled in the innovative “Her Voice” program facilitated by Blossom Accelerator.

As Saudi Arabia’s national flag carrier, we are deeply invested in the nation’s future and believe women are central to its success, says Essam Akhonbay, Vice President of Marketing at Saudia

Each participant was evaluated based on leadership, product viability in the market, business model strength, and other key criteria.
“As more Saudi women take the reins of leadership and drive the future of the Kingdom’s SME space, we must work to ensure that we continue pioneering innovative programs that bridge the entrepreneurship gender gap,” said Maria Medvedeva, country manager, Saudi Arabia, Mastercard. “At Mastercard, we believe collaboration is crucial to launching the effective platforms required to accomplish this goal, and we are pleased to have partnered with Saudia and Blossom Accelerator to empower even more women for Season 3 of ‘Her Voice.’ We look forward to seeing our mentees grow, flourish and thrive, realizing their considerable potential and serving as champions of Saudi female excellence.”
Essam Akhonbay, vice president of marketing at Saudia, said: “As Saudi Arabia’s national flag carrier, we are deeply invested in the nation’s future and believe women are central to its success.”
Through ‘Her Voice,’ we empower female entrepreneurs to thrive, inspiring future generations and creating pathways for small businesses to prosper. By showcasing their remarkable stories on our in-flight entertainment system, we not only highlight their achievements but also reinforce Saudia’s commitment to promoting local content that fuels economic growth and social progress.”
“At Blossom Accelerator, we are proud to be a global leader in driving inclusive innovation, recognizing that diverse perspectives are key to unlocking economic potential and maximizing investment returns. Our mission is to empower female-led startups across the globe, equipping them with the essential tools and resources to excel in the competitive digital economy,” said Emon Shakoor, CEO and founder.
This season focused on connecting people to their passions, with each episode exploring a different passion point, namely: gaming, tech, sustainability, culinary, and sport. Over the course of each interview, guests recounted their personal and professional journeys in their own voices in conversation with the host, renowned Saudi actress and broadcaster Danyah Shafei.