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Arab News
13-05-2025
- Business
- Arab News
New initiative aims to support women in Saudi creative sector
RIYADH: An initiative supporting the next generation of female talent in Saudi Arabia's creative marketing industry was launched by Athar Saudi Festival of Creativity in Riyadh on Tuesday. The Maheerah Network is a year-round program focused on training, leadership development and professional networking. Adel Baraja, CEO of Publicis Groupe KSA, which is behind Maheerah, said that the program was designed to be led by women already working in the industry. 'Maheerah Network is an expert-led program by women in the industry, supporting and growing businesses in Saudi Arabia, and helping educate women pursuing careers in communication,' he told Arab News. Baraja said that there was a need to develop creative strategists through practical experience and professional growth, noting that many students graduating in fields such as marketing and design still faced challenges translating their academic knowledge into strategic creative work. 'We need a lot more creative strategists for both men and women in this case. And you cannot graduate as a creative strategist; you have to grow that skill.' During a panel titled 'Owning your voice: Authentic Female Leadership in Saudi Arabia,' held at the launch event, Nadin Al-Alami, business lead at MSL KSA, emphasized the importance of having authentic leadership in the communications sector. 'It's a very dynamic industry and so flexible, and without authentic leadership, you cannot survive, especially that most of the workforce is Generation Z,' she said. Al-Alami said that managing Gen Z professionals required a purpose-driven and trust-based approach. 'You cannot just impose things on Gen Z without having them believe in your purpose and your vision, without connecting them, without having them trust you.' Al-Alami also underlined the role of cultural intelligence in building internal culture and driving progress. 'Cultural intelligence is bringing all those authentic values and approach to dealing with our people to create a very positive culture and without this, there is no way forward.' Al-Alami cited Saudi Arabia as an example of a national vision built on innovation and growth. 'The vision of Saudi is all about innovation, growth and standing out, and you can't achieve that without the right culture. It's a must.' Speaking to Arab News on the sidelines of the launch, Nada Hakeem, CEO and co-founder of Wetheloft, said that hiring trends in the creative sector had shifted, particularly among younger professionals. 'Today, most of the talent is from Generation Z. They are not just looking for a job, but for purpose as well,' Hakeem told Arab News. This generational shift had pushed companies to rethink traditional job structures. 'This has made it necessary for companies to have something bigger than just the tasks employees are doing,' she said. Hakeem added that women were increasingly seen as valuable contributors in the creative sector, with companies actively seeking to hire more female talent. 'Women in Saudi Arabia are not just getting opportunities, but we feel a little bit more privileged, and companies are actually actively seeking more women in Saudi.' She said that empathy played a key role in the creative field, particularly in marketing and communication. 'I think women are more empathetic by nature, and empathy in the creative industry is essential. When you understand the needs of others, you can cater to them better. And this is what marketing and communication is all about — understanding the needs and the wants and the problems, and solving problems for others.'
Campaign ME
05-05-2025
- Business
- Campaign ME
Leo Burnett Saudi Arabia names Tarek Akil as business lead
Leo Burnett Saudi Arabia has appointed Tarek Akil as Business Lead, tasking him with heading up the agency's Riyadh operations and driving growth through integrated client partnerships. Akil brings more than 20 years of experience across Egypt, the Levant, North Africa and the GCC, having led campaigns for major regional and global brands including Vodafone, Ariel, Pampers, Trident, SODIC, Emirates NBD, ExxonMobil, Majid Al Futtaim and Almarai. The role also marks his return to Publicis Groupe Middle East. He previously worked at Saatchi & Saatchi, where he led the regional Cadbury chocolate portfolio. 'Tarek brings the kind of strategic clarity and client-first thinking that's critical in today's market,' said Adel Baraja, CEO of Publicis Communications KSA. 'His experience and leadership will play a big role as we continue building stronger, more connected brand solutions in Saudi Arabia.' As Business Lead, Akil will focus on harnessing the Power of One model to unlock more integrated solutions for clients, in line with growing demand for cohesive brand strategies under Saudi Vision 2030. Commenting on the new role, Akil said: 'Thrilled to announce that I've joined the incredible team at Leo Burnett in Riyadh ! I've long admired the talents and achievements coming out of the formidable Publicis Groupe across the region, and now I'm honoured to be part of that winning team. Looking forward to contributing to the continued success and growth with the leadership and support of Adel Baraja.'
Leaders
31-01-2025
- Entertainment
- Leaders
Dubai Lynx Launches Saudi Edition of Young Lynx Academy
Dubai Lynx has unveiled the launch of the Saudi edition of its annual Young Lynx Academy, Arab New reported. As a prominent creative festival and awards program organized by Cannes Lions, Dubai Lynx will play a pivotal role in elevating the future of creativity in Saudi Arabia. 'Saudi Arabia's creative industry is at a pivotal moment, driven by ambition and a growing appetite for world-class creative excellence,' Adel Baraja, CEO of Publicis Communications KSA, told Arab News. Crucially, the Dubai edition will take place on April 7 and 8. Meanwhile, the Saudi edition will take place at Snap Inc.'s Riyadh office from Feb. 18 to 19. 'The Riyadh edition of the Young Lynx Academy, in partnership with Publicis Groupe Middle East, is designed to be an immersive experience that challenges young professionals to think creatively and push their boundaries,' Kamille Marchant, director of Dubai Lynx, told Arab News. First Day Participants will meet the mentors on the first day that will also feature keynote speeches from industry experts and networking opportunities. Furthermore, it will highlight an introduction to the 'centerpiece' of the event, a 24-hour hack challenge, Marchant said. Second Day As for the second day, participants will present their ideas to a panel of judges. Interestingly, they should work collaboratively on a real-world brief under time constraints. Therefore, the competition will motivate them not only to think creatively but also work collectively. Thus, it offers participants an exclusive opportunity to acquire significant skills such as adaptability, problem-solving, as well as working under pressure. At the end of the event, they will announce the winning presentation at the Dubai Lynx Awards ceremony on April 9 at the Emirates Golf Club. Related Topics: Saudi Tourism Authority Wins Grand Prix Award at Dubai Lynx Festival Tuwaiq Sculpture 2025 Brings Elite of 30 Artists from 23 Countries Visual Artists' Works Rise to Prominence Posthumously: Saudi Mohamed Al-Saleem as an Exemplary Symbol Short link : Post Views: 18
Arab News
27-01-2025
- Business
- Arab News
Dubai Lynx expands talent training program Young Lynx Academy to Saudi Arabia
DUBAI: Dubai Lynx, a prominent creative festival and awards program organized by Cannes Lions, has announced the launch of the Saudi edition of its annual Young Lynx Academy, in partnership with multinational advertising conglomerate Publicis Groupe Middle East. 'Saudi Arabia's creative industry is at a pivotal moment, driven by ambition and a growing appetite for world-class creative excellence,' Adel Baraja, CEO of Publicis Communications KSA, told Arab News. He added: 'The market is brimming with untapped potential, and we believe initiatives like Young Lynx Academy will play a crucial role in shaping the future of creativity in the Kingdom.' The Dubai edition will be held on April 7 and 8, and the Saudi edition will take place at Snap Inc.'s Riyadh office from Feb. 18 to 19. 'The Riyadh edition of the Young Lynx Academy, in partnership with Publicis Groupe Middle East, is designed to be an immersive experience that challenges young professionals to think creatively and push their boundaries,' Kamille Marchant, director of Dubai Lynx, told Arab News. On the first day, participants will meet the mentors who will guide them through the event. The day will also feature keynote speeches from industry experts, networking opportunities, and an introduction to the 'centerpiece' of the event, a 24-hour hack challenge, Marchant explained. On the second day, participants will focus on tackling the brief and present their ideas to a panel of judges. They will be required to work collaboratively on a real-world brief under time constraints, which encourages not just innovative thinking but also teamwork, adaptability, and problem-solving under pressure, she added. The event will conclude with the announcement of the winning presentation. Applications are now open, and the winners will be recognized at the Dubai Lynx Awards ceremony on April 9 at the Emirates Golf Club.
