The Bold Group's Abeer Alessa has built an agency that champions its Saudi Arabian roots

In 2012, Abeer Alessa, CEO and co-founder of The Bold Group, became one of the first women in Saudi Arabia to launch her own agency. Along with co-founder Mohammad Baalbaki, Alessa, 36, has grown the Riyadh-based agency to more than 100 employees with a roster of clients that includes Snapchat, Chaumet, the Public Investment Fund (PIF), AlUla, Alwaleed Philanthropies, Ministry of Tourism, Almarai, Dominos, Majid Al Futtaim and others. It wasn’t easy for Alessa, particularly at the start. See all of Ad Age’s 40 Under 40 honorees here “I remember I used to go to meetings and nobody would look at me. Like, I was just sitting at the end of the table and nobody would look me in the eye,” Alessa said. “They would [only] look at Mohammad. But things have changed drastically. And it’s never been a better time to be a woman In Saudi Arabia.” Last year, Alessa helped rebrand the company from The Bold Agency to The Bold Group and expanded its offerings into three independent business units focused on brand building, communications and digital experiences. The agency also launched an office in Cairo. “Our vision is to create a Saudi-champion company that goes from Saudi to the world and not just from the world to Saudi,” Alessa said. If you could have dinner with one person, alive or dead, who would it be and why? Without a doubt, I would choose to share a dinner with Crown Prince Mohammed bin Salman. As a true visionary, he has also played a pivotal role in steering Saudi Arabia’s transformation through initiatives like Vision 2030, an inspiration not only to myself but to every Saudi. The opportunity to engage in a conversation with him would be a privilege beyond measure, as I believe it’s through such visionary leaders we pave the way for innovation and positive change that extends far beyond our lifetimes. What are the top two social media sites you use on a regular basis? Recently, I have become addicted to TikTok, but I believe it is a great tool for educational content in an easy format. Additionally, I find myself constantly browsing Twitter [now known as X] to stay updated with the latest news and unfolding events. What’s currently on your bedside reading list? Not many are aware, but I came to realize that I have attention deficit disorder. This revelation led me to the world of audiobooks, which has allowed me to embrace learning in a whole new way. Recently I have taken an interest in audiobooks and podcasts mostly about biographies and self-development. However, currently I’m listening to “Contagious,” which explains what makes information or certain things “go viral.” What was the last show you binge-watched? My most recent was "Winning Time,” which shows a team (the Los Angeles Lakers) that defined an era in the 1980s. At what age do you hope to retire? There are days when I contemplate the idea of never retiring, while others I envision a potential retirement around the age of 40 or 50. The complexity of this question leaves me with mixed sentiments, yet I prefer not to dwell on it. See all of Ad Age’s 40 Under 40 honorees here

The Bold Group's Abeer Alessa has built an agency that champions its Saudi Arabian roots

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