RIYADH, SAUDI ARABIA – Fresh off a year of explosive growth, McCann Content Studios ME is stepping into the Kingdom of Saudi Arabia. With a 150% increase in headcount and an ambition to shape culture, the content studio is officially planting its flag in Riyadh, doubling down on the region’s need for performance driven, platform native storytelling.
The move marks a strategic expansion as part of FP7McCann Riyadh, bringing the agency’s unified content model spanning creative, social, influencer, production, community, and performance all under one agile roof.
“At McCann Content Studios, we’re not just producing content — we’re building future-fit models that help our clients stay culturally relevant and commercially resilient,” said Tarek Miknas, CEO of FP7McCann MENAT. “Everything we do is designed to move at the rapid pace of the region’s transformation. We believe content that earns attention is built on truth — cultural, social, and human — and the brands that endure are those that connect meaningfully, consistently, and with purpose.”
Since launch, McCann Content Studios has more than doubled its talent pool, crossing the 100 specialist milestone while developing a fully integrated ecosystem that can turn insight into impact. From short form video and influencer partnerships to high velocity community engagement, the studio is engineered for relevance.
With global social ad spend poised to hit $276.7B this year and 93% of marketers planning to invest more in social, the region is ripe for disruption. And with 78% of consumers now preferring to discover products through short-form content, brands can do much to capitalize on this fast moving content form.
“Every client conversation today centres around one thing: how to create content that not only connects but performs,” said Amr El Kalaawy, Regional Managing Director, FP7McCann KSA. “With McCann Content Studios now fully integrated into our Riyadh offering, we’re bringing clients closer to the full process, from insight to execution, with a team that understands the pace, platforms, and cultural nuance of this market.”
As part of the KSA expansion, Fahad Mugharbel has been appointed Social Media Director, based in Riyadh. With deep expertise in media, content, and platforms and a strong connection to Saudi’s creator economy – Fahad will focus on strengthening performance, content relevance, and platform strategy for clients across the Kingdom.
“We’re not here to simply make content — we’re here to build brand value,” added Ibrahim Hasan, Head of Digital, McCann Content Studios.
The KSA office builds out on the established infrastructure of McCann Content Studios across Dubai, Cairo and Beirut.
