Abeer Saud Alessa is a transformative figure in the Saudi creative and communications landscape. As the Co-Founder and CEO of The Bold Group, she has significantly shaped the advertising and marketing ecosystem across Saudi Arabia and the GCC region since the agency’s inception in 2011. Abeer, one of the first Saudi women to enter the advertising industry, earned a spot on Ad Age’s 40 Under 40 list, reflecting her pioneering spirit. With degrees from prestigious institutions like SKEMA Business School and the Royal University for Women, she is well-equipped to innovate and lead in a competitive market.
Abeer believes that Saudi brands deserve storytelling, setting The Bold Group apart by blending cultural depth with contemporary brand-building.
“I wanted to give Saudi brands a voice that felt both authentic and forward-thinking,” she said with a smile during this interview.
This approach positions her as a powerful leader in the advertising market, enhancing her personal branding as a businesswoman. In addition to her corporate achievements, Abeer co-founded Teeb Made, a multidisciplinary design and production company that is part of The Bold Group, dedicated to preserving and promoting Saudi culture through exquisitely crafted designs.
The brand has gained significant recognition, winning the AlUla Design Award for two consecutive years. Abeer also serves as Vice President of the Advertising Committee at the Saudi Chambers and is a founding member of the Advertising Committee at the Riyadh Chamber of Commerce. Her initiative, Balaconah, aims to unite the advertising industry while promoting the Arabic language.
Abeer’s unwavering commitment to creativity and excellence embodies the transformative spirit of Vision 2030. She and her team at The Bold Group are not just participants in the Saudi advertising landscape; they are the pioneers innovating and reshaping the market.
The Bold Group today includes seven specialized subsidiaries—Bold Brands, Bold Creatives, Bold Influence, Bold Xperiences, Captains Film, Teeb Made, and Synergy Consulting—each contributing to a diverse and dynamic approach in the industry.
With the successful development of a new AI engine for personalized brand content, Bold is setting new benchmarks of excellence. Her success and leadership are inspiring as she establishes new standards that are poised to challenge and inspire major international agencies that dominated the market when she started in 2011, positioning Saudi Arabia’s advertising and creative expertise at the forefront of the industry.
Boudou Gueffai
Editor-in-Chief (EIC)
