In 2022, the global digital advertising agency Assembly Global expanded to Saudi Arabia and has since proven to be a key player in this rapidly growing sector in the Kingdom.
In addition to Saudi Arabia, the US-headquartered Assembly Global has a presence in 25 markets in Europe, MENA, North America, and APAC. It employs over 1500 employees operating from its global offices.
The staggering pace with which Saudi Arabia embraces digital transformation goals has brought about a dramatic surge in demand for global expertise and business consulting capabilities of Assembly Global. As a result, the global firm has consistently identified Saudi Arabia as a fast-growing market for its services.
We sat down with the Assembly’s Country Director of KSA, Naguib Toihiri, as he reflected on the company’s Saudi expansion journey and its remarkable feat of elevating the digital maternity of Saudi businesses and entities.
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Strategic Partnerships Propel Assembly Global’s Expansion in Saudi Arabia
The Saudi market expansion, according to Toihiri, was fueled by a vision to tap into an ever-growing digital landscape and empower business digital transformation in the Kingdom.
This upward trend is further underpinned by a potent talent pool and dynamic user engagement and personalization, which provides an environment that is receptive to innovation and a fertile ground for Assembly Global’s services and products.
The confluence of a staggering digital user base and booming digital infrastructure has positioned Saudi Arabia as a pivotal market for international business expansion.
Since its launch, Assembly Global has rapidly made its mark in the Saudi digital landscape by becoming a strategic partner to giga project clients such as NEOM’s LINE and Riyadh’s New Murabba, in addition to major Saudi entities such as Ceer, the first Saudi electric vehicle (EV) brand, and Saudi Company for Artificial Intelligence (SCAI).
“All the roads now lead to Riyadh. This is because of Vision 2030, and we can see the transformation happening,” Toihiri said, highlighting the vast opportunity presented by the Saudi market.
Assembly’s Riyadh office has enhanced its ability to offer localized solutions and support to a growing roster of strategic clients and strengthen relationships with key partners.
That proliferation of Assembly’s brand portfolio speaks to its adaptability in collaborating on government projects or partnering with private enterprises, which hinges on a unique approach to target intended audiences with greater precision.
Looking back, Toihiri affirmed AstroLabs’ role in enabling Assembly to quickly establish a legal presence and begin operations, as well as navigating the country’s regulatory frameworks.
AstroLabs’ support went beyond simply facilitating foreign business incorporation and obtaining necessary licenses and permits. It also included sourcing top-tier talent and providing office space in the heart of Riyadh. This gave Assembly access to a vibrant business community, further accelerating the expansion of its team.
In just two years, Assembly’s on-ground team has expanded from two to 20 employees operating from its office as part of AstroLabs’ network of working spaces and offices in AlMalqa, Riyadh.
Redefining Digital Advertising Landscape in Saudi by Cultivating Talent and Spurring Innovation
Assembly’s focus on attracting Saudi talent has resulted in a team comprising individuals from diverse departments, including strategy, social media, and analytics.
Toihiri highlighted AstroLabs’ vital role in helping the company identify and find the right talents, a challenge that was encountered by Assembly during the initial phases of its formation in Saudi Arabia. “This is where Astrolabs has helped [us] set the right people on the ground to set up my structure,” he noted.
Supported by a skilled, diverse workforce, Assembly has become uniquely positioned to acquire more clients and large-scale projects in Saudi Arabia as it seeks to redefine digital innovation and leverage the growing rates of digital ad spend in the Kingdom across sectors.
With 90% of total ad spending coming from digital sources by 2029, Assembly Global is set to become a core partner of companies in Saudi Arabia looking to run effective digital campaigns that resonate personally and increase brand loyalty across multiple touch points.
To respond to these increasing demands, the company’s expansion to Saudi Arabia has facilitated a transformative shift in the company’s overall business growth strategy, enabling it to focus on reimagining brand activation for companies to help boost their social media growth.
With its extensive global reach and strong depth of expertise, Assembly is poised to become one of the leading driving forces propelling businesses to a digitally driven future in line with the Kingdom’s overarching objectives of transforming into a knowledge-based, diverse economy.