Y&R is one of the leading global marketing communications companies, comprising the iconic Y&F advertising agency; VML, one of the world's most highly regarded digital agencies; premier mobile marketing marketing and retail network Labsto and Bravo, our integrated solutions agency for multicultural marketplace

A combination of unique socio-economic factors, cultural idiosyncrasies and the growing number of highly engaged social media users has led the "connected" generation of Saudi Arabia to develop a new business model: services, ready-made and made-to-order goods are being promoted, sold and delivered by private individuals almost entirely using Instagram and WhatsApp.

This highly efficient, lucrative and modernized hybrid of cottage industry and social commerce is helping Saudi youth combat the lack of employment opportunities and diversify the private sector of the national economy. But is there more to it? Are we witnessing the beginning of a new type of economy created by self-taught mobile entrepreneurs and delivered through a seamless, on-demand merger of the physical and virtual worlds?