interview with Barry King, general manager, Saudi Arabia

With Saudi Arabia undergoing a historic transformation, Action Global Communications is leveraging decades of regional expertise and a deep understanding of the Kingdom’s cultural nuances and business landscape to help brands thrive in this dynamic market.
As the Kingdom progresses toward its ambitious Vision 2030 goals, Barry King, general manager of Saudi Arabia & UAE, offers an insider’s perspective on the market’s evolution and the trends shaping effective communication strategies and audience engagement across Saudi Arabia and the wider region.

Action Global Communications officially returned to Saudi Arabia in September 2024. What made this the right moment for the relaunch of Action’s physical presence in the Kingdom, and how do you plan to leverage the agency’s decades of regional expertise to address the unique opportunities in the Saudi market?

B.K.: Action has more than two decades’ experience servicing clients in Saudi Arabia with great success, both with a physical presence between 2002 and 2017 and most recently from our MENA hub in the UAE.

Exiting the agreement with our local KSA partner in 2017 was a strategic move with the aim of returning to the Kingdom solely as Action Global Communications when the time was right.

Thanks to the continued growth of Action in the region and our wider network over the past seven years, recent advances in foreign ownership laws in the Kingdom – coupled with continued evolution across the country’s multi-industry economic landscape, this was the optimal moment to reestablish a permanent presence in the Kingdom.

How do we plan to leverage our decades of expertise in the region? Our regional teams have delivered outstanding work in the Kingdom, resulting in a strong multi-sector pipeline. We understand what clients want and have the knowledge and experience to be able to advise on what they need to be doing.

As the market evolves, along with client needs, we remain committed to offering the strategic support necessary for success in Saudi Arabia’s dynamic environment.

Having worked on high-profile projects such as LEAP, The Disney Book Concert, Black Hat, InFlavour, and PFL, Action already has a strong track record in Saudi Arabia. What makes Action the preferred communications and marketing partner for brands in Saudi Arabia?

B.K.: Firstly, with a regional presence stretching more than 30 years we have developed a deep understanding of the market and have supplemented that with local expertise. We have a team that understands the cultural, economic and political landscapes as well as industry-specific nuances that help us navigate the KSA market for clients by providing tailored communications strategies.

Secondly, our proven track record in delivering for clients allows Action to stand out as the preferred communications partner. We have cultivated a strong reputation across multiple sectors in the MENA region, from government, to education, corporate communications, B2B exhibitions to live events and entertainment, sport, aviation, travel and tourism, hospitality, technology and more.

We offer a team of all-rounders with the unique ability to provide specialist services as part of an integrated offering that is second to none, spanning the full spectrum of marketing and communications. This holistic approach allows us to address the diverse communication needs of clients across different industries.

Additionally, we strive to add value and go beyond what is expected of an agency partner. In summary, Action Global Communications stands out as a top communications partner in Saudi Arabia due to our local expertise, comprehensive service offerings, strong media relationships, cultural sensitivity, and commitment to delivering innovative and impactful results for clients.

Action has been present in the region for over 30 years. How do you plan to leverage our established presence, particularly our hub in Dubai, to enhance our operations and client offerings in Saudi Arabia?

B.K.: Our re-entry into Saudi Arabia is not only about leveraging our established regional presence, but also expanding our global capabilities by tapping into the wider Action network. The proximity of our regional hub in Dubai, and the regional expertise of that hub team will enable us to strength teams on-ground in Saudi Arabia depending on the brief and requirements. We have been adapting this model for the past half decade with great success.

The return of a physical presence in the Kingdom builds upon numerous high-profile projects in-market led by the company’s regional team, including three consecutive years spearheading PR, content creation and media relations at LEAP – the world’s largest tech gathering. Other notable events led by Action include the inaugural CPHI Middle East, the launch of Cathay Pacific’s Riyadh-Hong Kong route, cybersecurity conference BlackHat MEA, F&B exhibition InFlavour, the PFL MENA Fight series, and a prestigious Disney concert featuring Grammy-nominated pianist Lang Lang at the King Abdulaziz Center for World Culture (Ithra) in Dammam.

What trends in marketing and communications do you see as particularly relevant for Saudi Arabia, and how is Action uniquely positioned to help clients navigate these trends?

B.K.: Content is still king in this region and localisation of content to align with Saudi Arabia’s cultural values and traditions stands out. With less than half a decade until Saudi Arabia’s planned realisation of Vision 2030, it is important to demonstrate, through communications strategies, how brands and organisations are supporting those goals and national agendas.

With tourism, both business and leisure, such a key pillar of the Vision 2030 diversification goals, the number of physical events – B2B and BSC – continues to soar. There is huge appetite for events in the Kingdom and they are a fantastic vehicle to directly access target audiences.

Influencer marketing continues to be a relevant trend. The rise of influencers, particularly on platforms like Instagram and TikTok, has created opportunities for brands to collaborate with local personalities to build trust and engage directly with younger, digitally savvy audiences. Data shows Saudi Arabia is home to 35.1 million social media users – equating to 94.3 percent of the population.

Sustainability and CSR are gaining momentum as part of communication strategies, while organisations are eager to demonstrate authenticity and transparency, which is giving rise to thought leadership as an important and effective communications tactic.

Discover more about our work in Saudi Arabia HERE