The 10th annual Buraidah Dates Festival was held in the Qassim Province.
The festival, which is the biggest of its kind in the Kingdom and worldwide, was opened by Prince Faisal bin Mishaal, deputy governor of Qassim, on Aug. 5.
“As the official car sponsor for the Buraidah Dates Festival, Nissan plays an important strategic role in celebrating the cultural diversity of Saudi Arabia,” says Abdul Ilah Wazni, general marketing and corporate communications manager, Nissan KSA.
“From sponsoring and supporting Hail International Rally to this vibrant festival, we underscore our commitment as a company to support and assist local communities and societies across the Kingdom,” he added.
Nissan’s historical links with Saudi Arabia go back decades and the Nissan pickup has been described as an exceedingly popular model.
Now in its third generation, the Navara is better and more practical than ever – something that festival visitors got to experience firsthand as the Nissan Stands For You initiative was put into play.
For this, Nissan used new Navara pickups to provide support to dealers and buyers alike, pressing them into service for the transportation of dates from the fields into the festival marketplace.
“Nissan has a deep understanding to the needs of the Saudi market and we tailor different models to this unique territory, which goes some way to explaining the brand’s huge popularity here. For the Buraidah Dates Festival, the Navara proved to be a brilliant performer supporting at more than 1,000 trades, where individuals and traders made use of it throughout the festival,” Wazni added.
Aside from the Navara experiences, Nissan also provided test drives of other models throughout the current range and had many of its lineup on display.
Nissan sponsors Buraidah Dates Festival in Qassim
Nissan sponsors Buraidah Dates Festival in Qassim
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’
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
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 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
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.
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.
