“If you are good people, and good at what you do, we want to work with you.”

Julian founded thenetworkone in 2005 and has been instrumental in its growth to become the world’s largest network of independent marketing and communications agencies, working with more than 1500 creative, media, PR and digital agencies in 117 countries, worldwide.

Before founding thenetworkone, he spent 20 years working for traditional advertising and communications agencies in London, Amsterdam, Sao Paulo and New York, creating and managing communications campaigns for international brands such as Procter & Gamble, M&M Mars, General Motors, Philips, Avon and Continental Airlines.

Strangely perhaps, he has a Master’s degree in English literature from Cambridge University. He is also a Fellow and former Director of the Marketing Society, and through thenetworkone he is a member of UKAEG, the UK Advertising Export Group; and ICCO, the International Communications Consultancy Organisation – all not-for-profit organisations.

ADFEST: How and why is thenetworkone involved in Saudi Arabia?

Julian Boulding: In unfamiliar countries, trust is built through a continuing relationship built over many years. We have been represented in Saudi Arabia for almost twenty. One of the first agencies we worked with, Red Impact, is still one of our strongest partners today. But the very first was an agency called Full Stop, founded and run by a charismatic individual called Kaswara al Khatib. In those days, many families did not feel it appropriate for their children to work in a “trade” like advertising. But Kaswara was determined and backed by (in his words) the three F’s – Friends, families and fools – he persisted and became an iconic figure. We brought him to Dubai maybe 15 years ago, to speak about how he did it – it was a ground-breaking talk, which inspired a whole new generation of Saudi creatives. It takes courage, to lead change.

ADFEST: What was your first impression of Saudi Arabia? What did it feel like, look like, smell like…?

Julian Boulding: I first came to Riyadh long before the modern era of Vision 2030. It was like another world. Another time.

ADFEST: What would you tell an agency considering an affiliation or an office in Saudi Arabia? What would you tell a creative considering a job there?

Julian Boulding: To the agency: by all means come and try. Listen, learn, share: don’t be arrogant, don’t assume your agency, your country, your way of doing things must be right. If you want to build your own office there, it will take time and a lot of investment. But why do that? Saudis don’t want Americans, British, French Japanese or anyone else, telling them what to do. They want partners they can learn from, who will help them to learn new skills. Don’t buy, don’t set up Fotrtress America – instead, partner with the talented and motivated Saudi agencies you can easily find, if you look and ask.

ADFEST: You said, “Foreigners are welcome and also expected to share their skills and help young Saudis to take their place at the table.” What does this mean in practice in Saudi Arabia? 

Julian Boulding: Most obviously, if you set up shop in Saudi Arabia, you will be expected to employ Saudis and there are rules on appropriate percentages. But it’s not just about rules. Engage with Saudis, understand their culture, enjoy the good aspects – extraordinary hospitality and generosity and warmth. Saudis are proud of their culture: but don’t take that for granted, find out why. You will be enriched, and not just financially.

ADFEST: thenetworkone's growth has been phenomenal. What does it take to be the world’s leading indie network? What do you think are its key, maybe unique, features?

Julian Boulding: Our secret is that we are inclusive, not exclusive. If you are good people, and good at what you do, we want to work with you. Rules like “one agency per country” have no place in thenetworkone. We are continually curious and continually excited by new ways of thinking, of working, of communicating, of empathising. Come and talk to us!