Paul Boulos joined Drive Communication in early 2008 with an 11-year track record in the advertising and marketing industry. Almost a decade ago he helped set up the Leo Burnett office in Riyadh, Saudi Arabia and was then appointed deputy managing director of the agency’s Kuwait operation. Drive joined the Dentsu advertising network in 2005. Executive Magazine recently caught up with Boulos at the MENA Cristal awards. E The regional advertising world has historically perceived Saudi Arabia through a number of stereotypes. Why have these agencies been unable to break free from this narrow view? I have been in the advertising business for 12 years, but I was fortunate enough to step out of the advertising business for two years. I was in broadcasting with LBC, so I was obliged to see communication from a holistic perspective. You have to see from a holistic perspective. You can’t just think as
