Bizpreneur ME explores the strategy and the regional consultancy landscape with Ali Raheem Turki, the visionary behind the rising marketing powerhouse, Ejteyaz.
Ali, thank you for joining us. To start, could you tell our readers the story behind the name “Ejteyaz”? What was the specific gap in the market you aimed to fill when you founded the consultancy?
Thank you for having me. In Arabic, Ejteyaz means to surpass, to cross over, or to exceed. That wasn’t just a name choice; it was our mission statement. I noticed that many businesses in the region were stuck in traditional marketing loops—spending heavily without clear strategic alignment. I founded Ejteyaz to bridge the gap between creative execution and data-driven business results. We don’t just want to “do marketing”; we want to help our clients surpass their own targets.
Marketing consultancy is a crowded field. How does Ejteyaz differentiate itself from the larger, global firms operating in the Middle East?
Our edge lies in localized agility. Global firms often apply Western frameworks that don’t always translate to the unique cultural and consumer nuances of the Middle East. At Ejteyaz, we combine international standards with deep local insights. We act as partners, not just vendors. We dive deep into the client’s operational DNA to ensure the marketing strategy supports the bottom line, rather than just winning design awards.
As a founder, what has been the biggest challenge you’ve faced in scaling a consultancy in today’s volatile economic climate?
The biggest challenge is the pace of digital transformation. The tools we used eighteen months ago are already evolving. Staying ahead of the curve while ensuring our clients feel secure in their investment is a delicate balance. However, volatility also brings opportunity. Brands are now more willing to pivot and try innovative strategies, which is where we thrive.
We’ve seen a massive shift toward AI and automation in marketing. How is Ejteyaz integrating these technologies into your service offerings?
We view AI as an “accelerant,” not a replacement. We use AI for deep data analytics and predictive modeling—understanding what the customer wants before they even know it. This allows us to provide our clients with hyper-personalized campaigns. However, the “human touch”—the storytelling and the emotional connection—remains the core of everything we do at Ejteyaz.
What is your long-term vision for Ejteyaz? Where do you see the company in the next five years?
My vision is for Ejteyaz to become the go-to strategic partner for SMEs and enterprises across the MENA region. We are looking at expanding our footprint further into the GCC and investing heavily in our proprietary research department. We want to be the firm that defines how Middle Eastern brands go global.
Finally, what advice would you give to aspiring entrepreneurs in the Middle East who are looking to start their own specialized consultancy?
Don’t start with “what” you want to sell; start with the “problem” you want to solve. Consistency is your greatest currency. In the consultancy world, your reputation is built on the results you deliver when no one is watching. Focus on building trust, and the growth will follow.
