The brand leadership event hosted together with partner The Bold Group took place in Riyadh, Saudi Arabia. In a series of roundtables and presentations, representatives from local and international companies explored how brands are innovating with collective ambition towards achieving the Kingdoms Vision 2030.

Innovating for the future in the Kingdom of Saudi Arabia

As a milestone toward achieving <a href="http://vision2030/">Vision 2030</a>, partners <a href="https://bold.com.sa/">The Bold Group</a> and Saffron Brand Consultants hosted a brand leadership event on May 30 at Sima Space in Riyadh. Themed ‘Pioneering with Purpose’, this first industry event explored how Saudi brands are innovating to engage new generations, propel the future prosperity of the Kingdom and reshape the nation as a branding destination and hub.
In her opening remarks, Abeer Alessa, CEO &amp; Co-Founder at The Bold Group shared, ‘The bold and unprecedented reforms delivered as part of Vision 2030, drove the rapid rise in growth and demand for branding and creative services in Saudi Arabia. Our event with Saffron will explore how purpose-driven brand leadership engages new generations and accelerates innovation in a new era of memorable experiences for the Kingdom.’ 
Bringing together experienced Saudi marketers across destination, financial and consumer sectors as well as international pioneers in mobility, the event included two roundtables on ‘Pioneering the Future’ and ‘Places with Purpose’.

Exploring the exciting opportunities and challenges facing the cross-sectorial branding and destination landscapes in Saudi Arabia, speakers and an engaged audience discussed what it takes to innovate with collective ambition. Guest speakers featured Haitham Alturaigi, Director of Brand and Communications at <a href="https://tamara.co/en/index.html">Tamara</a>; Sebastián Canadell, Chief of <a href="https://astara.com/">Astara</a> Intelligence; and Dr. Sabih Khisaf, Infrastructure Lead Engineer, MENA at <a href="https://www.hyperlooptt.com/">Hyperloop Transportation Technologies</a>. Jacob Benbunan, CEO and Co-Founder of Saffron, Rashad Moglbay, Head of Bold Brands, Alfredo Fraile, Executive Director at Saffron, and Aljoharah Alrasheed, Creative Director at The Bold Group also contributed their perspectives to the conversations.

The final portion of the event featured keynotes from Saffron’s Chief Creative Officer Gabor Schreier and Ziad Abou Rjeily, Head of Bold Experiences, that offered strategies to build memorable brand experiences in the metaverse for the people of the Kingdom.
Jacob Benbunan, CEO and Co-Founder of Saffron said, ‘It is a privilege for Saffron to be involved in the Kingdom’s ambitious journey of transformation. Saudi Arabian brands are setting new benchmarks for meaningful innovation, and the world is taking notice. The future of brand building is theirs to pioneer and be remembered for.’

‘Pioneering with purpose’ event in Riyadh

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