Women are a ripe target market for advertisers in Saudi, owning 40% of the country’s private wealth. And just months after the Saudi government announced that women could drive from June 2018, it’s no wonder that women dominated the annual Dubai Lynx advertising festival.
Hussein M. Dajani, Nissan’s General Manager for Digital and Customer Experience in Africa, the Middle East, Turkey and India, and WARC Prize for MENA Strategyjudge, presented the auto brand’s She Drives campaign and provided some fascinating context about other ways in which Saudi women are continuing to break free from convention. More women than...