When Science Leads Creativity: The Only Agency’s Vision for Building Sustainable Brands

During a session attended by the CEO of The Only Agency, a leading marketing agency in Saudi Arabia and GCC. It highlighted through its Neuromarketing Research Center, the first specialized center of its kind in the Arab world, the importance of relying on scientific research to understand consumer behavior and build more impactful, sustainable brands. The session was attended by Mr. Ahmed Al-Masari, Chief Executive Officer of the agency.

The discussion addressed the principles of strategic branding through the agency’s methodology, which is founded on integrating science with creativity, under its vision: “Toward a Future Without Assumptions.” It emphasized the strong link between a founder’s personal identity and the company’s brand identity as a fundamental driver of trust and credibility.

Participants also explored the core elements of strategy development, starting with the reason for change, moving through vision and mission, and culminating in execution mechanisms, brand promise, and mental positioning. It was emphasized that change in itself is not a mistake – including logo changes – but that the real risk lies in making radical shifts after a brand has already been firmly established in the minds of its audience. In contrast, incremental refinements are seen as a natural evolution of a brand.

The session showcased examples of global brands that successfully repositioned themselves by evolving their visual identities without compromising their core essence. It was underscored that visual and message consistency is the most critical factor in solidifying brand presence, and that a company’s strength should not be measured by follower counts as much as by the clarity of its positioning and the depth of its impact.

This session reflects The Only Agency’s ongoing commitment to leveraging scientific research and neuroscience to help brands build strong identities rooted in a deep understanding of human behavior.