Telfaz11 acquires creative agency SHIFT

The acquisition will see the two companies combine their talent and client base to deliver creative campaigns.
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Updated 20 June 2023
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Telfaz11 acquires creative agency SHIFT

  • Acquisition to boost Telfaz11’s advertising and marketing capabilities

DUBAI: Saudi studio Telfaz11 has announced the acquisition of SHIFT, a regional creative advertising and marketing agency.

The acquisition will see the two companies combine their talent and client base to deliver creative campaigns.

“This acquisition creates many advantages for our marketing clients through the strength of our complementary offerings,” said Alaa Fadan, CEO and co-founder of Telfaz11.

“The combination will both streamline operations and enhance efficiencies across the board while allowing us to serve an even larger group of local and international clients,” he added.

The move will merge SHIFT’s marketing expertise with Telfaz11’s film, TV and storytelling capabilities, “further positioning Telfaz11 as a formidable force in the growing local marketing services industry,” said Fadan.

The newly merged company will continue to be based in Riyadh with offices in Dubai and an upcoming one in the Kingdom’s media production hub NEOM.

Earlier this month, Telfaz11 signed a deal with NEOM to cooperate on at least nine TV and film productions over the next three years, as well as set up an office in NEOM by the end of the year, which is “part of a strategic move that will facilitate our vision for expansion in the Kingdom,” Fadan told Arab News in a separate interview.

Founded in 2013, SHIFT’s portfolio of clients includes over 100 local and international brands such as STC, Alinma Bank, and P&G.


Bondi Beach attack hero says wanted to protect ‘innocent people’

Updated 29 December 2025
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Bondi Beach attack hero says wanted to protect ‘innocent people’

DUBAI: Bondi Beach shooting hero Ahmed Al Ahmed recalled the moment he ran toward one of the attackers and wrenched his shotgun away, saying the only thing he had in mind was to stop the assailant from “killing more innocent people.” 

Al-Ahmad’s heroism was widely acclaimed in Australia when he tackled and disarmed gunman Sajid Akram who fired at Jewish people attending a Hanukkah event on December 14, killing 15 people and wounding dozens.

“My target was just to take the gun from him, and to stop him from killing a human being’s life and not killing innocent people,” he told CBS News in an interview on Monday.

“I know I saved lots, but I feel sorry for the lost.”

In footage viewed by millions of people, Al Ahmed was seen ducking between parked cars as the shooting unfolded, then wresting a gun from one of the assailants.

He was shot several times in the shoulder as a result and underwent several rounds of surgery.

“I jumped in his back, hit him and … hold him with my right hand and start to say a word like, you know, to warn him, ‘Drop your gun, stop doing what you’re doing’,” Al Ahmed said. 

“I don’t want to see people killed in front of me, I don’t want to see blood, I don’t want to hear his gun, I don’t want to see people screaming and begging, asking for help,” Al Ahmed told the television network.

“That’s my soul asked me to do that, and everything in my heart, and my brain, everything just worked, you know, to manage and to save the people’s life,” he said.

Al Ahmed was at the beach getting a cup of coffee when the shooting occurred.

He is a father of two who emigrated to Australia from Syria in 2007, and works as a fruit seller.  

Local media reported that the Australian government has fast-tracked and granted a number of visas for Al Ahmed’s family following his act of bravery.

“Ahmed has shown the courage and values we want in Australia,” Home Affairs Minister Tony Burke said in a statement.

One of the gunmen, Sajid Akram, 50, was shot and killed by police during the attack. An Indian national, he entered Australia on a visa in 1998.

His 24-year-old son Naveed, an Australian-born citizen, remains in custody on charges including terrorism and 15 murders, as well as committing a “terrorist act” and planting a bomb with intent to harm.

(with AFP)