Saudi Vision 2030 changed everything, says CEO of Publicis Communications KSA

Adel Baraja brought over 2 decades of global experience. (Supplied)
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Updated 26 April 2024
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Saudi Vision 2030 changed everything, says CEO of Publicis Communications KSA

  • Adel Baraja brought over 2 decades of global experience
  • Role includes overseeing the group’s Saudi operations, fostering talent

DUBAI: Advertising and marketing network Publicis Groupe appointed Adel Baraja as CEO of Publicis Communications Saudi Arabia in late February as part of its efforts to strengthen its presence in the Kingdom.

Publicis Communications is the creative communications arm of the network housing agencies such as Leo Burnett and Saatchi & Saatchi.

The appointment reinforced Publicis Groupe Middle East’s commitment to accelerating growth within Saudi Arabia while enhancing collaboration and expanding capabilities to deliver transformative work for clients.

Baraja brought with him 22 years of global advertising and brand-building experience.

He had started his professional life in engineering before realizing it was not for him.

He told Arab News: “I wanted to be with clients and that’s when I took my first pivot toward client management (and) sales, and I found my calling in marketing.”

He spent his early days working across advertising agencies in Germany, Spain, and Portugal, before returning to Saudi Arabia where he first interacted with Publicis Groupe. At the time he was hoping to find a job at Leo Burnett, but turned out to be a better fit for one of its clients, Saudi Telecom Company.

He then took a break from advertising agencies to work across industries in companies like Dow Chemical and Volkswagen.

And then, he said, came a “critical moment” in his career.

He added: “I never considered (working in) government before, but six months prior Vision 2030 was introduced, and that was everything.

“It was a meticulous plan — a road map towards something that I had never experienced or seen before. So, I got my first role in government in 2017.”

He led the newly established promotion and nation-branding sector at the Saudi Export Development Authority, growing the Saudi Made portfolio of companies from 20 to more than 2,000 companies during his tenure.

He also held the position of deputy minister of investment promotion at the Ministry of Investment before joining Publicis Groupe Middle East.

Communications had always been a “savvy topic” in the Kingdom, but it was heavily focused on and driven by the private sector, he said.

Vision 2030 changed it all, and “the government sector became a big spender in the communication sector and a driver to creativity,” he added.

With these changes, the demand for local talent is higher now than ever before, and fostering that talent is a strong priority for Baraja and Publicis Groupe.

Baraja is tasked with overseeing the integrated growth strategy of Publicis Communications in his new role, as well as working with educational institutions to empower Saudi youth for careers in advertising, media, and digital marketing.

He said that Bassel Kakish, CEO at Publicis Groupe Middle East and Turkiye, told him that the company needs to be developing and fostering local talent, hiring more locally, and ensuring gender equality, training more women in the advertising and creative industries.

Baraja said: “We are competing against other industries to get that share of talent, so we need to promote our industry and our company.”

Looking ahead, the company is investing in the future, which means increased focus on technology through acquisitions such as that of tech company Epsilon in 2020 and e-commerce company Corra in 2023.

Publicis last year announced the acquisition of a full stake in Publicis Sapient AI Labs, an artificial intelligence research and development joint venture launched in 2020 which aims to strengthen Publicis Sapient’s data and AI capabilities.

Baraja added: “That kind of investment shows the focus toward the future and the transformation of the business.”

There is a lot of discussion around AI replacing marketing and agencies, he said, but he believes: “We are well equipped to address this challenge and to prove that we can deliver even better communications, and better and well-designed campaigns and media performances.”


Netanyahu’s Cabinet votes to permanently close Al Jazeera offices in Israel

Updated 05 May 2024
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Netanyahu’s Cabinet votes to permanently close Al Jazeera offices in Israel

  • Vote comes amid deeply strained ties between Israel and the channel, which have worsened during the war against Hamas

TEL AVIV: Israeli Prime Minister Benjamin Netanyahu said on Sunday that his government has voted unanimously to shutter the offices of the Qatar-owned broadcaster Al Jazeera in Israel.
Netanyahu announced the decision on X, formerly Twitter. Details on when it would go into effect or whether it was permanent or temporary were not immediately clear.
The vote comes amid deeply strained ties between Israel and the channel, which have worsened during the war against Hamas.
It also comes as Qatar is helping to broker a cease-fire agreement between Israel and Hamas in the war in Gaza.


Warren Buffett says AI may be better for scammers than society. And he’s seen how

Updated 05 May 2024
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Warren Buffett says AI may be better for scammers than society. And he’s seen how

  • The billionaire investing guru predicted scammers will seize on the technology, and may do more harm with it than society can wring good

OMAHA, Nebraska: Warren Buffett cautioned the tens of thousands of shareholders who packed an arena for his annual meeting that artificial intelligence scams could become “the growth industry of all time.”
Doubling down on his cautionary words from last year, Buffett told the throngs he recently came face to face with the downside of AI. And it looked and sounded just like him. Someone made a fake video of Buffett, apparently convincing enough that the so-called Oracle of Omaha himself said he could imagine it tricking him into sending money overseas.
The billionaire investing guru predicted scammers will seize on the technology, and may do more harm with it than society can wring good.
“As someone who doesn’t understand a damn thing about it, it has enormous potential for good and enormous potential for harm and I just don’t know how that plays out,” he said.
EARNINGS BEFORE MUSINGS
The day started early Saturday with Berkshire Hathaway announcing a steep drop in earnings as the paper value of its investments plummeted and it pared its Apple holdings. The company reported a $12.7 billion profit, or $8.825 per Class A share, in first the quarter, down 64 percent from $35.5 billion, or $24,377 per A share a year ago.
But Buffett encourages investors to pay more attention to the conglomerate’s operating earnings from the companies it actually owns. Those jumped 39 percent to $11.222 billion, or $7,796.47 per Class A share, led by insurance companies’ performance.
None of it that got in the way of the fun.
Throngs flooded the arena to buy up Squishmallows of Buffett and former Vice Chairman Charlie Munger, who died last fall. The event attracts investors from all over the world and is unlike any other company meeting. Those attending for the first time are driven by an urgency to get here while the 93-year-old Buffett is still alive.
“This is one of the best events in the world to learn about investing. To learn from the gods of the industry,” said Akshay Bhansali, who spent the better part of two days traveling from India to Omaha.
A NOTABLE ABSENCE
Devotees come from all over the world to vacuum up tidbits of wisdom from Buffett, who famously dubbed the meeting ‘Woodstock for Capitalists.’
But a key ingredient was missing this year: It was the first meeting since Munger died.
The meeting opened with a video tribute highlighting some of his best known quotes, including classic lines like “If people weren’t so often wrong, we wouldn’t be so rich.” The video also featured skits the investors made with Hollywood stars over the years, including a “Desperate Housewives” spoof where one of the women introduced Munger as her boyfriend and another in which actress Jaimie Lee Curtis swooned over him.
As the video ended, the arena erupted in a prolonged standing ovation honoring Munger, whom Buffett called “the architect of Berkshire Hathaway.”
Buffett said Munger remained curious about the world up until the end of his life at 99, hosting dinner parties, meeting with people and holding regular Zoom calls.
“Like his hero Ben Franklin, Charlie wanted to understand everything,” Buffett said.
For decades, Munger and Buffett functioned as a classic comedy duo, with Buffett offering lengthy setups to Munger’s witty one-liners. He once referred to unproven Internet companies as “turds.”
Together, the pair transformed Berkshire from a floundering textile mill into a massive conglomerate made up of a variety of interests, from insurance companies such as Geico to BNSF railroad to several major utilities and an assortment of other companies.
Munger often summed up the key Berkshire’s success as “trying to be consistently not stupid, instead of trying to be very intelligent.” He and Buffett also were known for sticking to businesses they understood well.
“Warren always did at least 80 percent of the talking. But Charlie was a great foil,” said Stansberry Research analyst Whitney Tilson, who was looking forward to his 27th consecutive meeting.
NEXT GEN LEADERS

Munger’s absence, however, created space for shareholders to get to know better the two executives who directly oversee Berkshire’s companies: Ajit Jain, who manages the insurance units; and Abel, who handles everything else and has been named Buffett’s successor. The two shared the main stage with Buffett this year.
The first time Buffett kicked a question to Abel, he mistakenly said “Charlie?” Abel shrugged off the mistake and dove into the challenges utilities face from the increased risk of wildfires and some regulators’ reluctance to let them collect a reasonable profit.
Morningstar analyst Greggory Warren said he believes Abel spoke up more Saturday and let shareholders see some of the brilliance Berkshire executives talk about.
“Greg’s a rock star,” said Chris Bloomstran, president of Semper Augustus Investments Group. “The bench is deep. He won’t have the same humor at the meeting. But I think we all come here to get a reminder every year to be rational.”
A LOOK TO THE FUTURE
Buffett has made clear that Abel will be Berkshire’s next CEO, but he said Saturday that he had changed his opinion on how the company’s investment portfolio should be handled. He had previously said it would fall to two investment managers who handle small chunks of the portfolio now. On Saturday, Buffett endorsed Abel for the gig, as well as overseeing the operating businesses and any acquisitions.
“He understands businesses extremely well. and if you understand businesses, you understand common stocks,” Buffett said. Ultimately, it will be up to the board to decide, but the billionaire said he might come back and haunt them if they try to do it differently.
Overall, Buffett said Berkshire’s system of having all the noninsurance companies report to Abel and the insurers report to Jain is working well. He himself hardly gets any calls from managers anymore because they get more guidance from Abel and Jain.
“This place would work extremely well the next day if something happened to me,” Buffett said.
Nevertheless, the best applause line of the day was Buffett’s closing remark: “I not only hope that you come next year but I hope that I come next year.”


Lebanese security forces arrest ‘TikTok influencer’ using platform to lure, assault minors

Updated 03 May 2024
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Lebanese security forces arrest ‘TikTok influencer’ using platform to lure, assault minors

  • Lebanese police say they arrested six, including three minors, involved in sexual assaults against minors

LONDON: Lebanese authorities arrested on Wednesday six people for their alleged involvement in sexual assaults on children, sometimes using the video-sharing platform TikTok to lure minors.

The Internal Security Forces said in a statement that among those arrested was a “TikTok influencer,” who is also a hairdresser, according to local media.

The six suspects are reportedly part of a criminal network comprising around 30 individuals involved in assaults against at least 30 children.

The Lebanese police said in a statement that “based on information obtained by the Cybercrime Bureau of the Judicial Police, and following a complaint lodged by a number of minors with the Public Prosecutor’s Office concerning sexual assaults, compromising photos and incitement to take drugs by members of a gang, the bureau in question has been able to arrest, to date, six people in Beirut, Mount Lebanon and North Lebanon.”

The arrested suspects also include three minors of Lebanese, Turkish, and Syrian nationalities who were active on TikTok, according to the statement.

Highlighting that the case has been probed for about a month, the Lebanese police vowed that “the investigation is continuing with a view to arresting all members of the gang.”

The head of the network, a famous TikTok personality, purportedly abused his fame and invited children to shoot TikTok videos with him, the independent Lebanese TV channel Al-Jadeed reported.

The TikToker would cut the children’s hair to gain their trust before inviting them to a party, where his accomplices sexually assaulted the children.


Violence against environmental journalists rises: Report

Updated 03 May 2024
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Violence against environmental journalists rises: Report

  • State actors repsonsible for the attacks in most cases, says UNESCO

SANTIAGO: Journalists who report on environmental issues face increasing violence around the world from both state and private actors, UNESCO said on Thursday, highlighting that 44 of these journalists have been murdered between 2009 and 2023.
More than 70 percent of the 905 journalists the agency surveyed in 129 countries said they had been attacked, threatened or pressured, and that the violence against them had worsened — with 305 attacks reported in the last five years alone.
UNESCO, the UN cultural agency, listed in its report physical attacks such as injuries, arrests and harassment, as well as legal actions, including defamation lawsuits and criminal proceedings, among others.
At least 749 journalists, groups of journalists and media outlets have been attacked in 89 countries across all regions, its report said, with state actors being responsible for at least half and private for at least a quarter.
“State actors — police, military forces, government officials and employees, local authorities — are responsible for most of the attacks for which perpetrator information is available,” the report said.
These journalists were covering a wide range of topics, including protests, mining and land conflicts, logging and deforestation, extreme weather events, pollution and environmental damage, and the fossil fuel industry.
Men were more frequently attacked in general and women more frequently digitally, the report said.
Of the 44 journalists that were murdered in 15 countries while reporting on environmental issues, the report said only five cases resulted in convictions. Perpetrators remain unidentified in 19 of the 44 murders.
At least 24 journalists survived murder attempts.


UNESCO awards press prize to Palestinian journalists in Gaza

Updated 03 May 2024
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UNESCO awards press prize to Palestinian journalists in Gaza

  • UN director says prize is tribute to their courage

PARIS: UNESCO on Thursday awarded its world press freedom prize to all Palestinian journalists covering the war in Gaza, where Israel has been battling Hamas for more than six months.
“In these times of darkness and hopelessness, we wish to share a strong message of solidarity and recognition to those Palestinian journalists who are covering this crisis in such dramatic circumstances,” said Mauricio Weibel, chair of the international jury of media professionals.
“As humanity, we have a huge debt to their courage and commitment to freedom of expression.”
Audrey Azoulay, director general at the UN organization for education, science and culture, said the prize paid “tribute to the courage of journalists facing difficult and dangerous circumstances.”
According to the New York-based Committee to Protect Journalists (CPJ), at least 97 members of the press have been killed since the war broke out in October, 92 of whom were Palestinians.
The war started with Hamas’s unprecedented October 7 attack on Israel that resulted in the deaths of 1,170 people, mostly civilians, according to an AFP tally of Israeli official figures.
Israel estimates that 129 captives seized by militants during their attack remain in Gaza. The military says 34 of them are dead.
Israel’s retaliatory offensive against Hamas has killed at least 34,596 people in Gaza, mostly women and children, according to the Hamas-run territory’s health ministry.