Dentsu MENA helps brands navigate business transformation from ‘Now to Next’ at inaugural Riyadh Event

At the inaugural edition of the Dentsu Now to Next event, dentsu yesterday outlined the considerable market shifts that have taken place over the last eighteen months, while showcasing the various products, experiences and technologies that will help brands invent new possibilities, transform behaviour and thrive in an ever-evolving digital landscape.

“With every challenge comes opportunity. Beyond the pandemic, we are experiencing a slowing global economy where customer centricity has become more important than ever. Consumer behaviour is ever-changing, and adapting business models to service the needs of the modern consumer is a challenge everyone in our industry is facing. This environment always brings out creativity in business and in media, and the long-term opportunities are vast for those who are already on a journey of business transformation that places the customer at its heart. With the ambitious growth plans of Saudi Arabia on their ongoing journey toward Saudi Vision 2030, we are delighted to be able to share our own vision for sustainable growth with our partners in the Kingdom,” said Tarek Daouk, CEO of dentsu MENA.

The event brought together C-suite clients, members of the press and media partners to address how brands can meet changing demands by taking a people centered approach to business transformation, combining the innovation of the company’s Japanese heritage, with a diverse, global perspective to delve into topics such as customer experience reimagined, content production in new media and capitalising on AI and predictive analytics. Featuring expert opinions from international guest speakers such as Thomas Le Thierry – CEO – Media, dentsu EMEA, Sven Huberts – President Experience, Dentsu Creative EMEA and Yoshimasa Nakano – Chief Director – Content Business Design Center, Dentsu Inc the day explored how brands can build more trusted and intimate relationships with their customers by creating a true value exchange.

Additionally, attendees had the chance to experience the latest innovations from Dentsu Lab Tokyo, the team that specialises in creating technology-driven ideas to generate experiences and emotions which hold steadily at the crossroads of enterprise, society, and humanity. The showcase featured expereinces such as ALL PLAYERS WELCOME, a software developed to help artists create, write and perform music with eye-tracking technology and ALT SKIN, a physical representation of metaverse avatars that allows digital fashion fitting for virtual world avatars. Two of a number of concepts developed to fuse tech-driven ideas and experiences with societal issues to drive meaningful customer experiences and emotional responses.

Commenting on the event, Ahmad Haider, Managing Director, dentsu Saudi Arabia, said “Saudi Arabia is on its own path of transformation, and creating better relationships with each other and the customer is what we wanted to deliver for both our clients and the community in which we operate. Dentsu Now To Next delivered the fundamentals to do that, providing our business partners with endless possibilities that will transform the way they interact with their customers.”