New consultancy aims to help brands improve customer engagement through proprietary models
Updated 28 April 2022
Arab News
DUBAI: Creative agency TBWA\RAAD, part of Omnicom Group, has launched innovation consultancy NEXT, to help brands take their customer engagement to the next level.
The growth of technologies such as the metaverse and NFTs requires businesses to venture into new territory. However, they need guidance to succeed.
Brands need to move beyond the buzzwords to make an impact in those new spaces, the company said.
A survey commissioned by the new consultancy found that although 96.7 percent of consumers in the UAE and KSA were interested in technology and more than half were passionate about innovations such as the metaverse, brands were falling short in terms of using technology to enhance customer experience.
Consumers are looking for innovative brand experiences, with 93 percent saying they enjoy it when a brand is creative in what it offers.
This is reflected in their brand choices and spending, with 88 percent saying they would pay more to receive a great brand experience and 92 percent choosing brands that “surprise and delight them.”
However, 57 percent of consumers believed that too many brands offer a bad experience, and a massive 85 percent said that having bad experiences leads to bad buzz.
“Today more than ever, brands need to step up their game. Consumers in the MENA region are tech-savvy and are hungry for what’s next — brands must make innovation more than a buzzword and ensure it drives business growth and real value to customers,” said Jennifer Fischer, chief innovation officer of TBWA\RAAD, who will lead NEXT.
The consultancy aims to help brands bridge this gap and improve customer engagement, employing new technologies to create innovative brand experiences. The consultancy will connect emerging tech with an understanding of culture and brands to change the traditional approaches to customer experience.
It will use proprietary models such as Future Mapping, an innovation pipeline developed for brands based on their strategic needs; Sprints, a deep dive into one specific opportunity within the 25 Shifts identified as critical for brands in 2022; and Quick Prototyping and Labs, where experts within TBWA’s global network will produce and deliver new ideas.
In order for brands to truly innovate, technology alone is not enough, Fischer said: “People need impactful experiences that are in sync with culture, tap into emotions and use creativity and storytelling to become memorable and meaningful. NEXT aims to create more and more moments when customers can fall in love with brands, unlocking brand love, loyalty and of course business growth.”
A look back at how Arab News marked its 50th anniversary
In a year crowded with news, the paper still managed to innovate and leverage AI to become available in 50 languages
Golden Jubilee Gala, held at the Diplomatic Quarter in Riyadh, now available to watch on YouTube
Updated 31 December 2025
Arab News
RIYADH: In 2025, the global news agenda was crowded with headlines concerning wars, elections and rapid technological change.
Inside the newsroom of Arab News, the year carried additional weight: Saudi Arabia’s first English-language daily marked its 50th anniversary.
And with an industry going through turmoil worldwide, the challenge inside the newsroom was how to turn a midlife crisis into a midlife opportunity.
For the newspaper’s team members, the milestone was less about nostalgia than about ensuring the publication could thrive in a rapidly changing and evolving media landscape.
“We did not want just to celebrate our past,” said Faisal J. Abbas, editor-in-chief of Arab News. “But more importantly, we were constantly thinking of how we can keep Arab News relevant for the next five decades.”
Faisal J. Abbas, editor-in-chief of Arab News. (Supplied)
The solution, he added, came down to two words: “Artificial intelligence.”
For the Arab News newsroom, AI was not a replacement for journalism but as a tool to extend it.
“It was like having three eyes at once: one on the past, one on the present, and one on the future,” said Noor Nugali, the newspaper’s deputy editor-in-chief.
Noor Nugali, deputy editor-in-chief of Arab News. (Supplied)
One of the first initiatives was the 50th anniversary commemorative edition, designed as a compact historical record of the region told through Arab News’ own reporting.
“It was meant to be like a mini history book, telling the history of the region using Arab News’ archive with a story from each year,” said Siraj Wahab, acting executive editor of the newspaper.
The issue, he added, traced events ranging from the outbreak of the Lebanese civil war in 1975 to the swearing-in of Donald Trump, while also paying homage to former editors-in-chief who shaped the newspaper’s direction over five decades.
The anniversary edition, however, was only one part of a broader strategy to signal Arab News’ focus on the future.
To that end, the paper partnered with Google to launch the region’s first AI-produced podcast using NotebookLM, an experimental tool that synthesizes reporting and archival material into audio storytelling.
The project marked a regional first in newsroom-led AI audio production.
The podcast was unveiled during a special 50th anniversary ceremony in mid-November, held on the sidelines of the Arab Media Forum, hosted by the Dubai Future Foundation. The event in the UAE’s commercial hub drew regional media leaders and officials.
Remarks at the event highlighted the project as an example of innovation in legacy media, positioning Arab News as a case study in digital reinvention rather than preservation alone.
“This is a great initiative, and I’m happy that it came from Arab News as a leading media platform, and I hope to see more such initiatives in the Arab world especially,” said Mona Al-Marri, director-general of the Government of Dubai Media Office, on the sidelines of the event.
“AI is the future, and no one should deny this. It will take over so many sectors. We have to be ready for it and be part of it and be ahead of anyone else in this interesting field.”
Behind the scenes, another long-form project was taking shape: a documentary chronicling Arab News’ origins and its transformation into a global, digital-first newsroom.
“While all this was happening, we were also working in-house on a documentary telling the origin story of Arab News and how it transformed under the current editor into a more global, more digital operation,” said Nugali.
The result was “Rewriting Arab News,” a documentary examining the paper’s digital transformation and its navigation of Saudi Arabia’s reforms between 2016 and 2018. The film charted editorial shifts, newsroom restructuring and the challenges of reporting during a period of rapid national change.
The documentary was screened at the Frontline Club in London, the European Union Embassy, Westminster University, and the World Media Congress in Bahrain. It later became available on the streaming platform Shahid and onboard Saudi Arabian Airlines.
The grand slam of the anniversary year was the Golden Jubilee of Arab News gala, held in late September in Riyadh’s Diplomatic Quarter. (AN photo)
It was also nominated for an Association for International Broadcasting award.
In early July, a special screening of the documentary took place at the EU Embassy in Riyadh. During the event, EU Ambassador to Saudi Arabia Christophe Farnaud described the film as an “embodiment” of the “incredible changes” that the Kingdom is undergoing.
“I particularly appreciate … the historical dimension, when (Arab News) was created in 1975 — that was also a project corresponding to the new role of the Kingdom,” Farnaud said. “Now the Kingdom has entered a new phase, a spectacular phase of transformation.”
Part of the documentary is narrated by Prince Turki Al-Faisal, the former Saudi ambassador to the US, who in the film delves into the paper’s origins.
Prince Turki Al-Faisal, the former Saudi ambassador to the US. (AN photo)
The grand slam of the anniversary year was the Golden Jubilee of Arab News gala, held in late September in Riyadh’s Diplomatic Quarter.
Hosted by the Dean of Diplomatic Corps in Saudi Arabia and Ambassador of Djibouti to Riyadh Dya-Eddine Said Bamakhrama, the evening featured a keynote address by Prince Turki, who spoke about Arab News’ founding under his father, the late King Faisal, and its original mission to present the Kingdom to the English-speaking world.
The Dean of Diplomatic Corps in Saudi Arabia and Ambassador of Djibouti to Riyadh Dya-Eddine Said Bamakhrama (far left). (AN photo)
Arab News was established in Jeddah in 1975 by brothers Hisham and Mohammed Ali Hafiz under the slogan to give Arabs a voice in English while documenting the major transformations taking place across the Middle East.
The two founders were honored with a special trophy presented by Prince Turki, Assistant Media Minister Abdullah Maghlouth, Editor-in-Chief Abbas, and family member and renowned columnist Talat Hafiz on behalf of the founders.
During the gala, Abbas announced Arab News’ most ambitious expansion yet: the launch of the publication in 50 languages, unveiled later at the World Media Congress in Madrid in cooperation with Camb.AI.
The grand slam of the anniversary year was the Golden Jubilee of Arab News gala, held in late September in Riyadh’s Diplomatic Quarter. (AN photo)
The Madrid launch in October underscored Arab News’ aim to reposition itself not simply as a regional paper, but as a global platform for Saudi and Middle Eastern perspectives.
The event was attended by Princess Haifa bint Abdulaziz Al-Mogrin, the Saudi ambassador to Spain; Arab and Spanish diplomats; and senior editors and executives.
As the anniversary year concluded, Arab News released the full video of the Golden Jubilee Gala to the public for the first time, making the event accessible beyond the room in which it was held.
For a newspaper founded in an era of typewriters and wire copy, the message of its 50th year was clear: longevity alone is not enough. Relevance, the newsroom concluded, now depends on how well journalism adapts without losing sight of its past.
