“Yango Ads Shines at MENA Effie Awards, Targets Saudi Adtech Expansion”

Yango Ads had a moment in the spotlight at the 2025 MENA Effie Awards, turning up as a category sponsor and presenting the Gold Award for Home Furnishings & Household Supplies & Services. Their senior team took to the stage to honour the winning brand, which added a nice touch of ceremony to an evening already buzzing with energy.

The Effies tend to be a bit of a whirlwind every year, and this one didn’t disappoint. Ninety‑four awards were handed out altogether — most of them across the standard categories, plus six special recognitions and a single Grand Prix for good measure. With 193 shortlisted entries and more than 300 jurors involved, the scale alone says a lot about how seriously the region now takes creative and performance-driven marketing. And believe it or not, comedian and actor Mo Amer even popped in for a fireside chat, which gave the room a lighter moment between all the metrics and medals.

Bassem Yousri, who heads the Agency Department at Yango Ads MENA, put it plainly in his remarks during the event. As he explained, the company sees platforms like the Effies as a way to celebrate the standout work shaping markets across the region. He also emphasised that Yango Ads is doubling down on Saudi Arabia, aiming to help more partners unlock real value from its ad solutions and achieve stronger, measurable performance.

I’ve seen this ambition reflected on the ground. When chatting with founders around Riyadh for Arageek pieces, many tell me that adtech platforms are becoming less of a “nice to have” and more like part of the core toolkit. Still, I reckon brands sometimes underestimate the faff involved in getting targeting and optimisation spot on — but that’s another story.

For Yango Ads, the Effie participation ties neatly into its broader push: expanding its tech stack, sharpening its performance tools, and boosting visibility in markets that move quickly and expect results. Saudi Arabia, especially, seems to be the centre of gravity for a lot of these efforts right now.

The judging panel, made up of senior marketers from across the MENA region, wrapped up the night by recognising campaigns that genuinely broke through the noise. And while award ceremonies can sometimes feel a bit glitzy on the surface, evenings like this do hint at how far the region has come — and where it might be headed next. Honestly, it’s an exciting space to watch, even if it gets a bit hectic… you know?

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