Huge changes are taking place in Saudi Arabia, with women now allowed to attend sporting events, more female than male students in the Kingdom and greater wealth in the hands of Saudi women. But perhaps the most newsworthy change – particularly in terms of how Saudi is perceived by the rest of the world – has centred on women being granted the freedom to drive.
At WARC’s annual MENA Strategy Works event (Dubai, November 2018), Hussein M. Dajani, Nissan’s General Manager - Customer Experience Transformation - Africa, Middle East, India, and Turkey, presented #SheDrives. The campaign, having already claimed a...