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McCann Content Studios Middle East has officially expanded into Saudi Arabia, launching a new office in Riyadh under FP7McCann Riyadh. The move marks the studio’s continued growth across the MENA region, following a reported 150% increase in headcount and a broadened content infrastructure in key markets.

Meeting Evolving Content Demands

The Riyadh office aims to cater to a rising demand for insight-driven, culturally aligned content solutions. McCann Content Studios provides an integrated content model encompassing strategy, creative development, production, social media, influencer marketing, community management, and performance analytics.

Tarek Miknas, CEO of FP7McCann MENAT, stated: “With 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.”

Industry Context and Consumer Trends

The expansion reflects a dynamic shift in content marketing, with global social media ad spend projected to reach $276.7 billion by 2025. A growing preference for short-form content, cited by 78% of consumers, is driving increased investment in fast-paced, performance-focused campaigns.

Leadership and Local Expertise

Amr El Kalaawy, Regional Managing Director at FP7McCann KSA, emphasized the importance of localized execution: “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 expansion, Fahad Mugharbel has been appointed as Social Media Director in Riyadh. With expertise in media and platform strategy, Mugharbel will oversee content performance and ensure alignment with regional consumer behaviors.

Strategic Investment in Talent

“Our growth reflects how clients now view content – not as a support function, but as a key business driver,” said Ibrahim Hasan, Head of Digital at McCann Content Studios. “By investing in locally grounded talent, we’re able to deliver faster, more culturally attuned solutions through an integrated model built for real impact.”