‘Vision 2030 has set a blueprint for the future of the Kingdom,’ says TBWA\RAAD’s Saudi MD

TBWA\RAAD aims to cement its presence in the Kingdom with Riyadh office. (AFP)
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Updated 09 May 2024
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‘Vision 2030 has set a blueprint for the future of the Kingdom,’ says TBWA\RAAD’s Saudi MD

  • Ad agency’s new Riyadh office to serve as a central hub for local, regional, global brands looking to succeed in Saudi Arabia

DUBAI: Advertising agency TBWA\RAAD appointed Dan Leach as its managing director for operations in Saudi Arabia following the establishment of a new office in Riyadh earlier this year. It is now bidding to cement its presence in the Kingdom.

The agency has been working with clients such as KFC, NEOM, and Nissan in the Kingdom for 20 years and now, with its new office, it aims to strengthen and serve as “a central hub for local, regional, and global brands looking to make their mark in the country,” Leach said.

He told Arab News: “The Middle East is renowned for its leadership and bold ambition, and Saudi Arabia exemplifies these qualities. But what I believe makes the Kingdom stand out further is its single-minded approach to disrupting the status quo … of everything.

“From building the largest vertical city in the world in NEOM; redefining luxury in the Red Sea; bringing the world’s sporting events to the country and more, there is no blueprint for what Saudi Arabia is doing.”

Staffing the new office is a “critical aspect of our expansion strategy” and the company is currently focusing on making “strategic hires,” including a new local senior management team, with the objective of ensuring “we have the right talent in place to meet the dynamic needs of our clients, driving our success not only in Riyadh, but across Saudi as a whole,” Leach said.

Saudi’s Vision 2030 has accelerated the growth of multiple industries, as well as technology and innovation, presenting new opportunities for advertising agencies like TBWA\RAAD.

Leach added: “Saudi’s story now belongs on the world stage, which implies that storytelling must be characterized by award-winning strategic and creative thinking.”

The country’s ambition to be at the forefront of technology such as artificial intelligence aligns with the agency’s vision.

Leach said: “We need to keep pace with the ambition of the Kingdom in this area and ensure our clients are benefiting from transformative innovation that can reach new customers.”

This ambition is evident in the growth of the creative and media industry, which is already seeing an “influx of bold award-winning campaigns fueling the emergence of incredible, young creative talent that will see the sector thrive for years to come,” he added.

Contrary to the common belief that Saudi lacks creative talent, Leach’s experience has been quite the opposite.

He said: “I have had a number of discussions with young creatives, and there is a genuine passion and hunger from this next generation to be at the forefront of the industry.”

He believes it is important for the industry to foster this talent in order to bolster the growth of the industry. The agency is therefore working with local universities to implement a graduate and internship program to help identify and support creative talent in the Kingdom.

Saudi Arabia’s growth and vision have attracted global attention and investment, with brands stepping up their game in the Kingdom. Leach, however, cautions brands against entering the market with a copy-and-paste approach.

He said: “We’re seeing a lot of brands come into the Kingdom with the approach of simply localizing copy and thinking that is enough to win; it’s not.”

He explained that Saudi consumers are savvy and can distinguish between brands that are being opportunistic and those truly embracing local culture.

Brands can also find success in aligning their story with that of the Kingdom and its leadership, Leach said.

He added: “Brands are entering a country that has near unlimited ambition — they need to match that energy.”

They do so by embracing new technology and aiming big, he said, and this also means brands should experiment and do things differently.

He said: “The Kingdom is an incredibly exciting place where there is room and opportunity to challenge the status quo.”

TBWA\RAAD, for example, has made significant advances in adopting AI — such as partnering with Core42 last year to harness the potential of Arabic large-language model Jais in the creative sector and launching its own ChatGPT-based tool Co-Pirate — to support clients. 

The agency is also working on bringing new products to the Kingdom, including dedicated social media programs, retail initiatives and internal communications platforms.

Leach said: “Our ambition is not to be the largest agency in the Kingdom but creatively the most exciting, and Saudi Arabia presents the perfect canvas upon which we can deliver that ambition.”


Saudi Media Academy celebrates graduation of first trainees

Updated 02 December 2024
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Saudi Media Academy celebrates graduation of first trainees

  • Minister of Media Salman Al-Dossary: This first cohort of electronic program graduates marks a step toward empowering national staff to face the challenges of modern media
  • Ceremony also featured the launch of the in-person global programs track in collaboration with international universities

RIYADH: The Saudi Media Academy recently celebrated the graduation of its first cohort of trainees from the electronic programs track at Misk City in Riyadh.

The event was attended by the assistant minister of media and the academy’s chairman, Abdullah Al-Maghlooth, along with other board members.

Al-Maghlooth highlighted the support and directives of Minister of Media Salman Al-Dossary, aimed at enhancing training outcomes and developing human resources to drive the future of media in the Kingdom. He commended the academy’s efforts in reaching the milestone.

“Today, we celebrate the success of the nation’s youth, who represent a group of contributors to the future of Saudi media,” he said.

“This first cohort of electronic program graduates marks a step toward empowering national staff to face the challenges of modern media and shape a more innovative future.”

Academy CEO Khalid Al-Abideen thanked Al-Dossary and Al-Maghlooth for their continuous support, which has enabled the academy to offer high-quality programs and contribute to building a dynamic media sector that aligns with global trends.

The ceremony also featured the launch of the in-person global programs track in collaboration with international universities. The program aims to develop leadership and technical skills for media professionals in line with Vision 2030.

Additionally, a memorandum of understanding was signed between the academy and the General Authority of Media Regulation to collaborate on qualifying media professionals, developing joint training programs and sharing expertise to improve sector regulation.

The academy also signed a strategic cooperation agreement with Mantiq Al-Najah Consulting Co. to enhance training in the sports media sector, focusing on artificial intelligence technologies in sports media.


Google Doodle commemorates 53rd UAE National Day

Updated 02 December 2024
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Google Doodle commemorates 53rd UAE National Day

DUBAI: Google is commemorating the UAE’s 53rd National Day, also known as Eid Al-Etihad, with its latest Doodle marking the Emirate’s foundation day.

On this day in 1971, the leaders of Abu Dhabi, Ajman, Dubai, Fujairah, Sharjah and Umm Al-Quwain agreed to unite and established the UAE as an independent nation. The seventh emirate, Ras Al-Khaimah, joined the federation shortly after in 1972.

Abu Dhabi’s Sheikh Zayed bin Sultan Al-Nahyan became the first President of the UAE until he died in 2004.

The UAE Government has declared Dec. 2 and 3 as paid holidays for employees in both private and public sectors, with activities and celebrations lined up to celebration occasion.

Among the widely anticipated events include fireworks displays – particularly in Abu Dhabi and Dubai – as well as grand parades in each of the emirates.

The ongoing Sheikh Zayed Festival in Abu Dhabi’s Al-Wathba showcases three days of fireworks and drone shows, aside from a series of heritage show by the Eid Al-Etihad Caravan featuring camels adorned with the UAE flag and folk performances, highlighting the nation’s cultural pride.

This year’s grand ceremony will be held in Al Ain, and attended by the country’s rulers, it will be livestreamed on www.eidaletihad.ae on Dec. 2.


China court jails journalist for seven years on spy charges, family says

Updated 29 November 2024
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China court jails journalist for seven years on spy charges, family says

  • Police in the Chinese capital detained veteran Chinese state media journalist Dong Yuyu in February 2022
  • ‘Sentencing Yuyu to seven years in prison on no evidence declares to the world the bankruptcy of the justice system in China’

BEIJING/HONG KONG: A Beijing court sentenced veteran Chinese state media journalist Dong Yuyu on Friday to seven years in prison for espionage, his family said in a statement, calling the verdict a grave injustice.
Police in the Chinese capital detained the 62-year-old former Guangming Daily editor and journalist in February 2022 while he was lunching with a Japanese diplomat, the US National Press Club said in a statement. He was later charged with espionage.
“Sentencing Yuyu to seven years in prison on no evidence declares to the world the bankruptcy of the justice system in China,” Dong’s family said in a statement provided to Reuters.
“Today’s verdict is a grave injustice not only to Yuyu and his family but also to every freethinking Chinese journalist and every ordinary Chinese committed to friendly engagement with the world.”
The family added that in the court judgment, Japanese diplomats whom Dong met were “specifically named as agents of an ‘espionage organization,’ which is the Japanese embassy in Beijing.”
Dong’s conviction implied every Chinese citizen would be “expected to know that the Chinese government may consider those embassies to be ‘espionage organizations’,” it said, causing a chilling effect.
Police guarded the court on Friday, with seven police cars parked nearby, and journalists were asked to leave the area. A US diplomat said they had been barred from attending the hearing.
Dong has been detained in a Beijing prison since a closed-court hearing in July 2023, the press club said in September.
“Chinese authorities must reverse this unjust verdict, and protect the right of journalists to work freely and safely in China,” said Beh Lih Yi, Asia program manager at the Committee to Protect Journalists.
“Dong Yuyu should be reunited with his family immediately.”
Dong regularly had in-person exchanges with diplomats from various embassies and journalists.
The Japanese diplomat he met, one of two he had regularly met in the past, was also detained for several hours, spurring a complaint from Japan’s foreign ministry.
At the time, a Chinese foreign ministry spokesperson said the diplomat was engaged in activities “inconsistent with their capacity” in China. The diplomat was later released.
A Nieman Fellow at Harvard University in 2007, Dong was a visiting scholar and visiting professor at Keio University and Hokkaido University in Japan, his family said in a statement in April 2023.
He joined the Guangming Daily, affiliated to the ruling Communist Party, in 1987, after graduating from Peking University law school, and was the deputy editor of its commentary section.
He wrote opinion articles in Chinese media and liberal academic journals on topics from legal reforms to social issues, and co-edited a book promoting the rule of law in China.
His articles advocated moderate reforms while avoiding direct criticism of President Xi Jinping.
His family had initially kept news of his detention private in the hope that charges could be reduced or dropped, but were told in March 2023 that he would stand trial, they said in their statement.
Non-government bodies (NGOs) advocating press freedom have called for his release, with more than 700 journalists, academics and NGO workers signing an online petition for him to be freed.
“Dong Yuyu is a talented reporter and author whose work has long been respected by colleagues,” said Ann Marie Lipinski, curator of the Nieman Foundation for Journalism at Harvard.
“We stand with many in hoping for his release and return to his family.”
In February, a Beijing court handed a suspended death sentence to Australian writer and pro-democracy blogger, Yang Hengjun, on espionage charges.


Social media companies, UNICEF slam Australia’s under-16 ban

Updated 29 November 2024
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Social media companies, UNICEF slam Australia’s under-16 ban

  • Tech companies say the measure is littered with “many unanswered questions” ut they are willing to engage with the government on shaping its implementation
  • UNICEF Australia also warned that the law was no “silver bullet” against online harm and could push kids into “covert and unregulated” spaces online

MELBOURNE: Social media giants on Friday hit out at a landmark Australian law banning them from signing up under-16s, describing it as a rush job littered with “many unanswered questions.”
The UN children’s charity UNICEF Australia joined the fray, warning the law was no “silver bullet” against online harm and could push kids into “covert and unregulated” spaces online.
Prime Minister Anthony Albanese said the legislation may not be implemented perfectly — much like existing age restrictions on alcohol — but it was “the right thing to do.”
The crackdown on sites like Facebook, Instagram and X, approved by parliament late Thursday, will lead to “better outcomes and less harm for young Australians,” he told reporters.
Platforms have a “social responsibility” to make children’s safety a priority, the prime minister said.
“We’ve got your back, is our message to Australian parents.”
Social media firms that fail to comply with the law face fines of up to Aus$50 million ($32.5 million).
TikTok said Friday it was “disappointed” in the law, accusing the government of ignoring mental health, online safety and youth experts who had opposed the ban.
“It’s entirely likely the ban could see young people pushed to darker corners of the Internet where no community guidelines, safety tools, or protections exist,” a TikTok spokesperson said.

Tech companies said that despite the law’s perceived shortcomings, they would engage with the government on shaping how it could be implemented in the next 12 months.
The legislation offers almost no details on how the rules will be enforced — prompting concern among experts that it will simply be a symbolic, unenforceable piece of legislation.
Meta — owner of Facebook and Instagram — called for consultation on the rules to ensure a “technically feasible outcome that does not place an onerous burden on parents and teens.”
But the company added it was concerned “about the process, which rushed the legislation through while failing to properly consider the evidence, what industry already does to ensure age-appropriate experiences, and the voices of young people.”
A Snapchat spokesperson said the company had raised “serious concerns” about the law and that “many unanswered questions” remained about how it would work.
But the company said it would engage closely with government to develop an approach balancing “privacy, safety and practicality.”
“As always, Snap will comply with any applicable laws and regulations in Australia,” it said.
UNICEF Australia policy chief Katie Maskiell said young people need to be protected online but also need to be included in the digital world.
“This ban risks pushing children into increasingly covert and unregulated online spaces as well as preventing them from accessing aspects of the online world essential to their wellbeing,” she said.

One of the biggest issues will be privacy — what age-verification information is used, how it is collected and by whom.
Social media companies remain adamant that age-verification should be the job of app stores, but the government believes tech platforms should be responsible.
Exemptions will likely be granted to some companies, such as WhatsApp and YouTube, which teenagers may need to use for recreation, school work or other reasons.
The legislation will be closely monitored by other countries, with many weighing whether to implement similar bans.
Lawmakers from Spain to Florida have proposed social media bans for young teens, although none of the measures have been implemented yet.
China has restricted access for minors since 2021, with under-14s not allowed to spend more than 40 minutes a day on Douyin, the Chinese version of TikTok.
Online gaming time for children is also limited in China.


Canada sues Google over alleged anticompetitive practices in online ads

Updated 29 November 2024
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Canada sues Google over alleged anticompetitive practices in online ads

  • The Competition Bureau is asking a tribunal to order Google to sell its ad tech tools, which it uses "unlawfully" to maintain its dominant market position
  • Google maintains the online advertising market is a highly competitive sector and that it intends to defend itself against the allegation

TORONTO: Canada’s antitrust watchdog said Thursday it is suing Google over alleged anticompetitive conduct in the tech giant’s online advertising business and wants the company to sell off two of its ad tech services and pay a penalty.
The Competition Bureau said that such action is necessary because an investigation into Google found that the company “unlawfully” tied together its ad tech tools to maintain its dominant market position.
The matter is now headed for the Competition Tribunal, a quasi-judicial body that hears cases brought forward by the competition commissioner about non-compliance with the Competition Act.
The bureau is asking the tribunal to order Google to sell its publisher ad server, DoubleClick for Publishers, and its ad exchange, AdX. It estimates Google holds a market share of 90 percent in publisher ad servers, 70 percent in advertiser networks, 60 percent in demand-side platforms and 50 percent in ad exchanges.
This dominance, the bureau said, has discouraged competition from rivals, inhibited innovation, inflated advertising costs and reduced publisher revenues.
“Google has abused its dominant position in online advertising in Canada by engaging in conduct that locks market participants into using its own ad tech tools, excluding competitors, and distorting the competitive process,” Matthew Boswell, Commissioner of Competition, said in a statement.
Google, however, maintains the online advertising market is a highly competitive sector.
Dan Taylor, Google’s vice president of global ads, said in a statement that the bureau’s complaint “ignores the intense competition where ad buyers and sellers have plenty of choice.”
The statement added that Google intends to defend itself against the allegation.
US regulators want a federal judge to break up Google to prevent the company from continuing to squash competition through its dominant search engine after a court found it had maintained an abusive monopoly over the past decade.
The proposed breakup, floated in a 23-page document filed this month by the US Department of Justice, calls for sweeping punishments that would include a sale of Google’s industry-leading Chrome web browser and impose restrictions to prevent Android from favoring its own search engine.