Sara Bin Thunayyan on Strategy That’s Shaping Saudi Arabia
Combining her strategic knowledge with her passion for Saudi Arabia, FP7 McCann Saudi Arabia’s director of strategic planning Sara Bin Thunayyan combines her skills to deliver impactful work across the Kingdom and beyond.
Sara’s experience spans projects for the G20, AlUla, Aramco, Zain, Saudia Airlines, Apple, TAWAL, SABB and McDonald's, among others. As she’s supported in delivering Vision 2030, showcasing the tourism, entertainment, and talent in Saudi Arabia, it’s clear that her strategic insights are in line with what the Saudi market wants to show the world. When the Kingdom hosted G20, it was a particular moment of pride for her, as being part of the occasion meant her work was showcased both locally and internationally on a large scale.
To share more about “Giving brands a voice to create value,” Sara speaks to LBB’s Nisna Mahtani to share how she always immerses herself within her work, the benefits of a positive attitude and why her door is always open to anyone who wants strategic or advertising advice.
LBB> How did your journey into the industry begin? What were your first steps into advertising?
Sara> It all began during my first year of studying marketing. In order to understand where I fit in the most, where my passions lay, and where I saw myself before I graduated, I did internships and part-time jobs at different organisations. Throughout my journey as a student, jumping from the client side to digital media, startups and social media/creative agencies, I realised that I could never learn the recipe unless I started from the kitchen itself, which is advertising. What triggered me the most was how we lack strategists in the Saudi market.
During that time, I made my way into the planning departments and met the best strategists in KSA and around the world. I learned from them and gained a deep understanding of the industry. I also developed a strong network of influential people in the industry, which helped me to grow my career. I am now confident that I have the knowledge and insights to excel in my role as a strategist.
LBB> What were some of the formative campaigns you worked on and what did you learn from the experience?
Sara> As a young Saudi strategist, working on the strategic communication of G20 and the whole year plan, reflecting the Kingdom’s message to the world, was the most exciting project. I got goosebumps during every single part of it. I had the privilege to be part of hosting it in my country which is the memory I cherish the most. During this journey, I was among a high-level group of experts from the Kingdom and all over the world who took part in international and local campaigns, and the learning curve went beyond just planning and strategy.
LBB> In your opinion, how does strategy enhance the creative process and what are some of the key things to keep in mind when leading with strategy?
Sara> It provides you with the simplicity of cracking the right ideas that serve the consumer problem and that the brand can solve. Diving into the 4C's - culture, consumer, category, and company - the ideas become more valuable, more aligned with the consumer problem, and more effective.
LBB> What part of your job or the strategic process do you enjoy the most?
Sara> Giving brands a voice to create value. Discovering the right insights. Interviewing and talking to different consumers to get more inspired is what I love the most about my job.
LBB> You’ve worked on the Vision 2030 project, can you tell us a little bit about what Saudi Arabia wanted to achieve and some of the challenges you worked through?
Sara> One of the major objectives of Vision 2030 which I focused on is opening up to the world through tourism, entertainment, and talent, reflecting the spirit and the right humour of the Saudis. Saudi Arabia wants to create an environment that is attractive to tourists and investors. The Kingdom is also focused on developing its entertainment industry and sports sectors to create a more vibrant society. Finally, Saudi Arabia wants to promote its culture and values by showcasing its talents, values, and traditions to the world.
LBB> What in the country’s spirit encourages creativity and innovation and how has this transpired so far?
Sara> We are inspired by our royal leadership and the changes taking place across all sectors. In entertainment, tourism, sports, and mega projects such as Neom, AlUla, and now Diriyah, creativity is being taken to new heights. It fuels the creative spirit to reflect the progress they've made so far in the best way possible. The fact that everything is being communicated reflects our culture, which is integral to everything we do.
LBB> Working on projects, where do you find your inspiration? Are there any leaders who you look up to?
Sara> I find it through the people’s sentiments. Whenever I work on a project I just immerse myself in the consumer's world, wherever they are.
LBB> Do you have any frustrations with planning/strategy as a discipline?
Sara> Having a positive attitude and pushing yourself to exceed your own expectations will make the journey easier and prevent you from being frustrated when things don't go as planned. There might be challenges in any discipline, but having a positive attitude will ease the process.
LBB> What’s the best advice you’ve received within the role that you’d share with others?
Sara> Always try to be the best at what you do, and never stop doing it with passion.
LBB> We’d love to hear an interesting fact or something people wouldn’t expect from you. Are you able to share anything?
Sara> I'm so passionate about helping Saudi talents excel in the advertising industry and find their way into advertising. As a young professional, I tried to open a long-term page for students and juniors to provide tips and help them find their way, but my busy schedule has stopped me from activating that page. However, my door is always open for students and young professionals and my support will never end. Whether in planning and strategy or advertising.
