Latest news with #KSA-based
Campaign ME
13-05-2025
- Business
- Campaign ME
Maaden rebrand makes mining cool, contemporary focused on talent and tech
Maaden, formerly known as the Saudi Arabian Mining Company, which is one of the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, has marked the start of a new chapter by unveiling its new brand and visual identity. The new brand aims to be an impactful expression of the company's ambitious vision: to drive innovation, lead with purpose and to inspire and invest in the next generation. For the rebrand, Maaden worked with Creative Artists Agency (CAA) to develop the complete brand identity, and partnered with creative and marketing agency Ducklife to bring the brand campaign to life across digital platforms and out-of-home advertising. 'We worked with CAA for a year to really bring this to life and create the full visual identity suite,' said Susan Parker, Vice President – Communications, Maaden, in an exclusive conversation with Campaign Middle East. 'Ducklife is an incredibly impressive agency. They were specifically chosen because of their experience in sports and consumer marketing. This was important because our rebrand was centred on moving away from a corporate space into a much more business-to-consumer (B2C) space.' Maaden rebrand: 'Much more than a logo or a visual identity' As Maaden establishes itself as a globally significant Saudi mining champion, with an ambitious plan to grow 10 times by 2040, it's goal is to become the employer of choice for the next generation of Saudi professionals. To achieve this, Maaden has realigned its visual identity and brand strategy to reflect the company's dynamism, technology focus and ambitious growth. In conversation with Campaign Middle East, Parker said, 'Within this industry, recruitment has been a key concern. One of the objectives of the new brand and visual identity was to get youth and younger generations to look at a corporate, old-school industry like mining differently. So, we took a step back and thought about how we could better connect with youth who are wondering, 'what's next?' in their life, and how do we get them excited about mining.' Joking that her job is to try and make 'mining cool again', Parker added, 'The rebrand was about appealing to younger audiences, which means moving away from a traditional, corporate entity and more towards the ambitions we have in terms of technology, which changes the perceptions around the company, the industry and Saudi Arabia. That's why this is so much more than a logo or a visual identity.' The company has ambitious growth plans that are already being realised, and to fuel these it is looking to continue inspiring the current and future workforce in Saudi Arabia to transform the mining sector and realise Saudi Arabia's significant mineral potential. During the official unveiling of the rebrand, Bob Wilt, CEO, Maaden, said, 'We are unveiling more than a visual identity today, this is an important milestone in our journey as a KSA-based, globally significant organisation that drives progress through technology, innovation and talent.' Humanising the brand: Maaden's 'presence in every day life' The visual identity captures Maaden's proud Saudi heritage and its global ambition with the fusion of infinity, the Arabic م and English M — representing legacy, vision and connectivity. The tagline, Unearth Tomorrow, recognises the company's overarching purpose of developing the Kingdom's mineral resources to fuel economic, societal and industrial growth. Parker added, 'It was important for us to look at encapsulating our Saudi heritage and pride with our global ambitions and growth strategies. The logo, featuring the Arabic م and English M is also a symbol of connectivity. We are humanising the fact that Maaden minerals is in everything, from your phone to your food to your car, making Maaden a part of the essence of everyday life.' The wordmark of Maaden's new brand identity made its debut earlier this year on Aston Martin Aramco's AMR25 Formula One car. As the team's first-ever Principal Partner, Maaden's branding features prominently on the car's livery. Parker explained, 'As part of our plan to appeal to new audiences, Maaden has been looking at different channels. We started looking at sports, which then narrowed down to avenues such as Formula One and golf, but from a broader viewpoint – sports marketing was really a no-brainer. It's such a wonderful leveller; it cuts across all demographics and reaches a huge audience. It opens opportunities for people to not only ask, 'What's Maaden?' but also to position mining in a completely different way.' She added, 'The Formula One circuit hits between many of our international territories, including Singapore, Brazil, the UK and the US, which brings us global reach. But also, Formula One connects with the youth demographic, given that 'Drive to Survive' has done a lot for this sport. This really connects the brand to the cool, fast-paced, technology-driven sport.' Both this partnership and Maaden's recent Pillar Partnership with LIV Golf are key markers of the company's ongoing transformation to connect with a broader audience to attract top talent and strengthen its profile on the global stage. Maaden CEO Wilt added, 'As one of the fastest growing mining companies in the world, Maaden takes its role as a sector champion seriously. It was important that we created an image that encompasses those ambitions and positions us differently, visually and strategically, and captures the spirt of excitement and motivation that must define everything we do.' Prioritising domestic development and local talent, Maaden aims to drive economic diversification and fuel the Kingdom's transformation. Inspired by the ambition of Vision 2030, the industry is accelerating growth and promoting innovation. Maaden is also attracting world leading partners, investing in new technologies and ramping up capabilities – building the third pillar of Saudi Arabia's economy.
Trade Arabia
23-04-2025
- Automotive
- Trade Arabia
Maaden ‘Unearths Tomorrow' with new branding
Maaden (Saudi Arabian Mining Company), the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, marked the start of a defining new chapter by unveiling its dynamic new brand today. The brand is an impactful expression of the company's ambitious vision: to drive innovation, lead with purpose, and to inspire and invest in the next generation, it said. As Maaden establishes itself as a globally significant Saudi mining champion, with an ambitious plan to grow 10 times by 2040, its goal is to become the employer of choice for the next generation of Saudi professionals. To achieve this, Maaden has realigned its visual identity and brand strategy to reflect the company's dynamism, technology focus, and ambitious growth. The visual identity captures Maaden's proud Saudi heritage and its global ambition with the fusion of infinity, the Arabic م and English M — representing legacy, vision, and connectivity. While the tagline, Unearth Tomorrow, recognizes the company's overarching purpose of developing the Kingdom's mineral resources to fuel economic, societal, and industrial growth. Bob Wilt, CEO, Maaden, said: "We are unveiling more than a visual identity today; this is an important milestone in our journey as a KSA-based, globally significant organization that drives progress through technology, innovation, and talent. We have ambitious growth plans that are already being realized, and to fuel these, we must continue to inspire our current and future workforce to transform the mining sector and realize Saudi Arabia's significant mineral potential. 'As one of the fastest growing mining companies in the world, Maaden takes its role as a sector champion seriously. It was important that we created an image that encompasses those ambitions and positions us differently, visually and strategically, and captures the spirit of excitement and motivation that must define everything we do.' The wordmark of Maaden's new brand identity made its debut earlier this year on Aston Martin Aramco's AMR25 Formula One car. As the team's first Principal Partner, Maaden's branding features prominently on the car's livery. Both this partnership and Maaden's recent Pillar Partnership with LIV Golf are key markers of the company's ongoing transformation to connect with a broader audience to attract top talent and strengthen its profile on the global stage. Prioritising domestic development and local talent, Maaden is driving economic diversification and fueling the Kingdom's transformation. Inspired by the ambition of Vision 2030, the industry is accelerating growth and promoting innovation. Maaden is attracting world leading partners, investing in new technologies and ramping up capabilities – building the third pillar of Saudi Arabia's economy. As Maaden embarks on this next phase of its journey, the company remains committed to delivering value through innovation, operational excellence, and purpose — to Unearth Tomorrow. - TradeArabia News Service
Zawya
23-04-2025
- Automotive
- Zawya
Maaden ‘Unearths Tomorrow' with transformative rebrand
Working to redefine the mining sector, with a strong focus on technology, to attract the next generation of Saudi industry leaders. Riyadh, Saudi Arabia. Maaden (Saudi Arabian Mining Company), the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, marks the start of a defining chapter by unveiling its dynamic new brand today. The brand is an impactful expression of the company's ambitious vision: to drive innovation, lead with purpose, and to inspire and invest in the next generation. As Maaden establishes itself as a globally significant Saudi mining champion, with an ambitious plan to grow 10 times by 2040, its goal is to become the employer of choice for the next generation of Saudi professionals. To achieve this, Maaden has realigned its visual identity and brand strategy to reflect the company's dynamism, technology focus, and ambitious growth. The visual identity captures Maaden's proud Saudi heritage and its global ambition with the fusion of infinity, the Arabic م and English M — representing legacy, vision, and connectivity. While the tagline, Unearth Tomorrow, recognizes the company's overarching purpose of developing the Kingdom's mineral resources to fuel economic, societal, and industrial growth. Bob Wilt, CEO, Maaden, said, "We are unveiling more than a visual identity today; this is an important milestone in our journey as a KSA-based, globally significant organization that drives progress through technology, innovation, and talent. We have ambitious growth plans that are already being realized, and to fuel these, we must continue to inspire our current and future workforce to transform the mining sector and realize Saudi Arabia's significant mineral potential. 'As one of the fastest growing mining companies in the world, Maaden takes its role as a sector champion seriously. It was important that we created an image that encompasses those ambitions and positions us differently, visually and strategically, and captures the spirit of excitement and motivation that must define everything we do.' The wordmark of Maaden's new brand identity made its debut earlier this year on Aston Martin Aramco's AMR25 Formula One car. As the team's first-ever Principal Partner, Maaden's branding features prominently on the car's livery. Both this partnership and Maaden's recent Pillar Partnership with LIV Golf are key markers of the company's ongoing transformation to connect with a broader audience to attract top talent and strengthen its profile on the global stage. Prioritizing domestic development and local talent, Maaden is driving economic diversification and fueling the Kingdom's transformation. Inspired by the ambition of Vision 2030, the industry is accelerating growth and promoting innovation. Maaden is attracting world leading partners, investing in new technologies and ramping up capabilities – building the third pillar of Saudi Arabia's economy. As Maaden embarks on this next phase of its journey, the company remains committed to delivering value through innovation, operational excellence, and purpose — to Unearth Tomorrow. About Maaden Maaden is the largest multi-commodity mining and metals company in the Middle East and among the fastest-growing mining companies in the world, with revenues of SAR 32.5 billion (US$8.7 billion) in 2024. We are developing the mining industry into the third pillar of Saudi economy in line with Vision 2030 and aim to be a role model in responsible and sustainable operations. We operate 17 mines and sites, have 7,000+ direct employees and export products to over 30 countries. We are embarking on massive growth through our 2040 strategy, across phosphate, aluminum, gold, copper and new minerals – to leverage the Kingdom's estimated US$2.5 trillion mineral endowment. For more information, please visit For media inquiries, please contact: ParkerS@ For additional details, watch the video here:
Tahawul Tech
24-02-2025
- Business
- Tahawul Tech
Proofpoint strengthens investment in the UAE to meet demand for cloud-based cybersecurity services
Proofpoint, Inc., a leading cybersecurity and compliance company recently announced that its human-centric security solutions would be delivered through a local data centre in Dubai, United Arab Emirates. The launch was announced during Proofpoint's Protect Tour in Dubai this week, during a keynote delivered by Sumit Dhawan, CEO at Proofpoint. Trusted by 50% of the UAE and KSA-based companies listed in the Forbes Global 2000, Proofpoint's comprehensive AI-driven cybersecurity solutions help organisations navigate today's complex threat landscape with confidence, delivering robust protection. Available in Q1 2025, Proofpoint's offerings will enable UAE-based customers to comply with local data residency policies and meet regulatory compliance. The cyber threat landscape in the UAE continues to evolve. While Emirati CISOs continue to fear cyber-attacks, they are demonstrating increasing confidence in their ability to defend against them. Proofpoint's 2024 Voice of the CISO Report reveals that two-thirds (66%) of CISOs in the UAE feel prepared to cope with a cyberattack, an increase from 43% last year. This growing confidence may be attributed to the 89% of Emirati CISOs surveyed looking to deploy AI-powered capabilities to help protect against human error and advanced human-centred cyber threats. To address this, Proofpoint's ongoing investments in the region will help organizations in the UAE address human-centric cybersecurity risks, providing the opportunity to benefit from Proofpoint's market-leading email security solutions, running through an in-country data centre. Proofpoint Email Protection is the only AI/ML-powered, cloud-based threat protection platform that disarms today's advanced attacks, including email fraud, ransomware, weaponized URLs, multifactor authentication (MFA) bypass for credential phishing, and more. 'Organisations in the United Arab Emirates face a rapidly evolving threat landscape and our main objective over the coming years is to continue protecting even more companies in the region, with innovative, AI-powered solutions', said Sumit Dhawan, CEO at Proofpoint. 'Our solutions being delivered through local a data centre underscores our unrelented investment in a key region for us and highlights our commitment to keep pace with the region's accelerating digital transformation. This will enable organizations in the UAE to roll out multi-layered, cloud-native cybersecurity protection that safeguards people and data from today's biggest threats, while keeping their data in-country'. Proofpoint Middle East by the Numbers: Proofpoint is trusted by 50% of the UAE and KSA-based companies listed in the Forbes Global 2000 and protects more than 1,200,000 employees across the Middle East. and Proofpoint's Middle East customer base saw a growth of more than 20% in 2024 , with continued growth at-pace expected in the coming years. , with continued growth at-pace expected in the coming years. Since 2019, Proofpoint has increased its employee base by more than 40% across the region. Proofpoint works with over 550 partners across the Middle East, Türkiye & Africa. 'Organisations in the Middle East are leading the charge in implementing cybersecurity measures to protect their customers from today's threat landscape', said Emile Abou Saleh, Vice President, Northern Europe, Middle East, Türkiye and Africa at Proofpoint. 'At Proofpoint, we remain committed to empowering organisations with the tools and knowledge needed to safeguard their most valuable assets—their people. With our solutions being delivered through a local data centre, we will bring our industry-leading human-centric cybersecurity to more organisations in the region, while better meeting local customer and regulatory needs'. To find out more about Proofpoint's portfolio of human-centric cybersecurity solutions, please visit: Image Credit: Proofpoint
TECHx
20-02-2025
- Business
- TECHx
Proofpoint Launches Local Data Center in Dubai to Enhance UAE Cybersecurity News Desk - 20/02/2025 ShareDubai, UAE – Proofpoint, Inc., a cybersecurity and compliance solutions company, announced yesterday that its human-centric security offerings would be delivered through a new local data center in Dubai, UAE. The announcement was made during Proofpoint's Protect Tour in Dubai, highlighted by a keynote from Sumit Dhawan, CEO at Proofpoint.With more than 50% of UAE and KSA-based companies listed in the Forbes Global 2000 relying on Proofpoint, the company's comprehensive, AI-driven cybersecurity solutions are trusted to protect organizations from today's evolving threat landscape. Starting Q1 2025, Proofpoint's solutions will help UAE-based businesses meet local data residency and regulatory compliance requirements.According to Proofpoint's 2024 Voice of the CISO Report, cyber threats continue to pose a significant challenge in the UAE. Despite this, the report reveals that 66% of UAE CISOs now feel prepared to handle cyberattacks, a sharp increase from just 43% last year. This rise in confidence is attributed to the growing adoption of AI-powered capabilities to defend against human error and advanced cyber threats.Proofpoint's investment in the region includes the deployment of AI-driven solutions, like Proofpoint Email Protection, which is powered by AI and machine learning to disarm complex attacks, such as email fraud, ransomware, and credential phishing. These solutions will be available through the new local data center, offering enhanced security while complying with in-country regulations.Sumit Dhawan, CEO at Proofpoint, emphasized, 'The UAE faces a rapidly evolving threat landscape, and our objective is to continue protecting even more companies in the region with innovative, AI-powered solutions. Our local data center underscores our investment in the region and our commitment to supporting its digital transformation.'Proofpoint's Regional Impact:Trusted by 50% of UAE and KSA-based companies in the Forbes Global 2000.Protecting over 1.2 million employees across the Middle East.A 20% growth in customer base in 2024, with further growth expected.Expanded regional workforce by 40% since 2019.Collaborates with over 550 partners across the Middle East, Turkey, and Africa.Emile Abou Saleh, Vice President, Northern Europe, Middle East, Turkey, and Africa at Proofpoint, stated, 'Organizations in the Middle East are at the forefront of cybersecurity innovation, and we're committed to providing the tools and expertise to safeguard their most valuable assets—their people. With our local data center, we are ready to offer industry-leading human-centric cybersecurity to more businesses in the region, while better meeting local customer needs.'With the new local data center, Proofpoint continues to strengthen its commitment to regional cybersecurity, empowering organizations in the UAE to defend against the most sophisticated cyber threats.
Proofpoint Launches Local Data Center in Dubai to Enhance UAE Cybersecurity Dubai, UAE – Proofpoint, Inc., a cybersecurity and compliance solutions company, announced yesterday that its human-centric security offerings would be delivered through a new local data center in Dubai, UAE. The announcement was made during Proofpoint's Protect Tour in Dubai, highlighted by a keynote from Sumit Dhawan, CEO at Proofpoint. With more than 50% of UAE and KSA-based companies listed in the Forbes Global 2000 relying on Proofpoint, the company's comprehensive, AI-driven cybersecurity solutions are trusted to protect organizations from today's evolving threat landscape. Starting Q1 2025, Proofpoint's solutions will help UAE-based businesses meet local data residency and regulatory compliance requirements. According to Proofpoint's 2024 Voice of the CISO Report, cyber threats continue to pose a significant challenge in the UAE. Despite this, the report reveals that 66% of UAE CISOs now feel prepared to handle cyberattacks, a sharp increase from just 43% last year. This rise in confidence is attributed to the growing adoption of AI-powered capabilities to defend against human error and advanced cyber threats. Proofpoint's investment in the region includes the deployment of AI-driven solutions, like Proofpoint Email Protection, which is powered by AI and machine learning to disarm complex attacks, such as email fraud, ransomware, and credential phishing. These solutions will be available through the new local data center, offering enhanced security while complying with in-country regulations. Sumit Dhawan, CEO at Proofpoint, emphasized, 'The UAE faces a rapidly evolving threat landscape, and our objective is to continue protecting even more companies in the region with innovative, AI-powered solutions. Our local data center underscores our investment in the region and our commitment to supporting its digital transformation.' Proofpoint's Regional Impact: Trusted by 50% of UAE and KSA-based companies in the Forbes Global 2000. Protecting over 1.2 million employees across the Middle East. A 20% growth in customer base in 2024, with further growth expected. Expanded regional workforce by 40% since 2019. Collaborates with over 550 partners across the Middle East, Turkey, and Africa. Emile Abou Saleh, Vice President, Northern Europe, Middle East, Turkey, and Africa at Proofpoint, stated, 'Organizations in the Middle East are at the forefront of cybersecurity innovation, and we're committed to providing the tools and expertise to safeguard their most valuable assets—their people. With our local data center, we are ready to offer industry-leading human-centric cybersecurity to more businesses in the region, while better meeting local customer needs.' With the new local data center, Proofpoint continues to strengthen its commitment to regional cybersecurity, empowering organizations in the UAE to defend against the most sophisticated cyber threats.
