“I wanted to work in marketing, and there was no VivaKi in those days…There was a media unit in a creative agency, we were at a corner and the creative people got all the attention. We were the back stage,” he told Arabian Business last year. He didn’t stay at the back too long. Seven years later, Starcom Mediavest was created and Saber, a graduate of the University of Iowa, went to the new operation, spending four years in Saudi Arabia. Following the launch of VivaKi as the umbrella firm, he became CEO in 2007, before taking over as chairman in 2011.