A certified marketing professional, John Speers launched Saudi as a destination into China and India through his role at the Saudi Tourism Authority. His experience across the Kingdom has also included building and positioning the brand for PIF giga-project Jeddah Central Development.

John has earned over 70 awards internationally for destinations across the Middle East, Europe, Japan, the Caribbean, Americas and Asia Pacific, and is the only person to win 3 Effie's in travel; the benchmark on global marketing effectiveness.

After 3 years of searching for an agency that truly understands travel and tourism, he took the decision to set one up. John combines leading edge data, analytics and Ai with human marketing principles.

MSQ Middle East is the only creative agency in the Middle East specialising in travel and sport, using data and Ai, and closing the loop in marketing to convert travellers, bringing in significant visitation and spend into Saudi and the Middle East.