Podcast: Diriyah Company’s Kiran Haslam on ad agencies, Saudi optimism and 2026

On the latest episode of Campaign Middle East’s On The Record podcast, Kiran Haslam, Chief Marketing Officer of Diriyah Company, offers a word of advice to agencies; shares the ‘intoxicating optimism’ that has become synonymous to people in Saudi Arabia; unveils facets of creative storytelling that break global stereotypes; and leaves a parting message for fellow marketers and industry leaders closing out 2025.

Discussing the power of a young nation in motion, and the resulting sense of purpose and optimism that arises from this momentum, Haslam says, “I’ve never been anywhere else quite like Saudi Arabia, in terms of the overwhelming feeling of optimism from the general public that you bump into every day. Right now, in Riyadh, if you just go outside and walk around, you’ll meet a young Saudi local who will genuinely feel that today is a beautiful day and that tomorrow is going to be magnificent. Where in the world can you go where you encounter that? I feel it’s an intoxicating optimism. This emotional construct, and the grit, can be experienced everywhere – whether you jump into a cab, or are checking into a hotel, or talking to a patron behind a desk. There’s something lovely about that. It feels like you are part of a Saudi transformation.”

A note for agencies hoping to understand Diriyah and its story: Haslam describe Diriyah as a living bridge between heritage and modern life. More than a landmark – the birthplace of Saudi Arabia and a UNESCO World Heritage Site – Haslam shares how Diriyah has become a dynamic ecosystem where heritage, hospitality, Saudi coffee culture, chance encounters, and convenience weave into a tapestry of memorable experiences.

“So, when we go around the world and share the story of Saudi Arabia from the lens of the lived experiences of the people in Saudi Arabia, we normally take traditional performances such as the Samri, Saudi folk music and dance, with us to places such as Tottenham Court Road station in London, where we did the takeover of the OuterNet. This not only draws crowds to come and see what Saudi Arabia has to offer, but also shatters misconceptions about people from Saudi Arabia. We’ve seen people realise that Saudis aren’t somber, stern, quiet or sedate; they are gregarious, fun-loving and enjoy celebrating life.”

Beyond lessons on how to best narrate the Saudi story, Haslam also offers practical truths for marketers working in Saudi Arabia. He explains how meaningful work stems from clear and transparent communication, the willingness to listen and learn, a strong understanding of the brand and people in Saudi Arabia, the courage to question the brief,  and the will to build deep, collaborative relationships.

“The most important thing in any relationship is communication.” Haslam says. “Also, the number one question is, what is your strategy for Saudi Arabia right now? When you come into Saudi, you become Saudi first, and then who you are second. ”

All in all, Haslam calls for a future written with care, humility and with humans at the centre. Before the conversation concludes, he shares one take-away and one resolution.

The take-away from 2025: Haslam calls for industry to educate the world around it about the differences between artificial intelligence (AI) as a tool and super intelligence.

The resolution for 2026: “I think that we have a collective responsibility to be a force for good as a brand, marketing and advertising industry that has the profound ability to influence the world around us. We have to be help address the very real youth addiction to social media and be honest about the dangers associated with it.”

For more insights, watch the YouTube video of the full podcast.