We’re leading the ‘Next Era’ of media in MENA.

By Hicham Auajjar, Chief Products and Services Officer, GroupM MENA

The world of media and marketing changes at pace, and this is felt deeply in the digital space. The rapid evolution of technology, innovation and AI is building momentum. As an industry that requires continual upskilling and learning, it’s important to keep sight of what knowledge and skills will drive success. Equipping your business with digitally skilled talent is and will continue to be, essential for growth. However, a singular focus on these skill sets won’t achieve your marketing and business objectives alone, and siloing your teams will hamstring potential. So, what can your business do to prepare your people to deliver effective marketing today, tomorrow and beyond?

How I-shaped talent can elevate your business

Marketing teams and agencies are broadly built and structured by function. Often, the objective for individuals is to learn everything about their craft until they’re considered specialists. This is common in digital practices as these roles often require advanced technical skills and niche knowledge. All of this is important. However, this singular approach to talent development runs the risk of creating chasms of knowledge within teams. You need I-shaped talent.

While ordinarily digitally skilled individuals are expected to perform particular functions, businesses are limiting their potential by keeping specialists too focused. We’ve learnt that by upskilling our digital specialists with a deeper breadth of skills and knowledge, they combine their specialist skills harmoniously with the core knowledge of marketing and other disciplines, bringing unique perspectives that contribute to exceptional work.

How to create I-shaped talent

The top of your ‘I’ represents breadth. The first layer is a spectrum of marketing knowledge, skills and principles. In our digital world, the next layer is representative of disciplines, from SEO to programmatic to dynamic creative optimisation. No matter what your teams’ core specialisms are, it’s important they understand and upskill in as many, if not all areas. Why? Because breadth breeds collaboration.

The vertical of the I is the depth of the individual’s core expertise. This could be any digital discipline. Just as breadth breeds collaboration, depth strengthens individual contributions.

The foundation is data literacy. This is a non-negotiable, no matter the role. Measurement sits at the heart of everything we do; it informs strategies and business decisions. Ensure your full talent base is data-literate and practiced in the right tools and methodologies.

One step further

Imagine your ‘I’ is in a circle; this represents business acumen.

The ultimate goal of your media and marketing teams is to contribute to the delivery of business objectives, not just marketing objectives. It’s crucial your people understand your business and brand inside out; your business model, financial ambitions, competition, category and market. Make time to provide your teams and agencies with the context and information they need to fully understand your business. Transparency, consistency and clarity will accelerate growth even further.

The vastness of tech and rate of change in the digital sphere is decelerating the need for specialisms as we’ve known them. Automation and AI are alleviating time spent in the manual, monotonous tasks of the digital world, allowing us to broaden our horizons, and enhance adjacent skills that contribute to success, including stakeholder management, project management and people skills.

Help your specialists become the best versions of themselves by providing a framework that codifies the broadness and depth of skillsets needed, something we’ve established at GroupM with tremendous success. Our team diligently mapped skills and competencies against specialisms and built clear career paths enabling our people to accomplish breadth and depth.

We’ve all heard people say, ‘I’m not sure that’s part of my role’, or ‘this isn’t quite my area of expertise’. If you want to stay a step ahead, you need your people equipped with as many skills and as much knowledge as possible.

Transform your talent into I-shaped marketers, and remember, breadth breeds collaboration; depth strengthens contribution. As we enter an era of cross-channel media, breadth of knowledge will equip your people to better understand the big picture and drive true business results.

Originally published in Campaign Magazine.

By Clare Fearon, Head of Media Solutions at GroupM MENA

Four hours and 40 minutes. This is the average amount of time viewers in KSA spend watching television a day, according to KSA TAM’s latest TSV viewers report. Comparatively, people spend just under three hours on social media platforms (GWI). 

Despite this, we are still seeing disproportionate media spend on social media platforms, compared to TV, which has been continually underrepresented in media plans in the region for a number of years. In fact, we only see about 12 per cent of media spend going towards TV, versus 35 per cent of the ‘pie’ invested in social.

So, why is this the case?

Prior to the recent update by TAM, there was a lack of transparency and trust in the measurement of linear TV viewership. Additionally, previous buying models were pan-regional. For this reason, many advertisers ruled out TV from their plans, viewing it as an inefficient media investment particularly when their products or services weren’t always available in every market, or when the audiences they did seek to target, were more niche. 

Whereas, social media has historically provided advertisers the opportunity to target their audiences more efficiently; measure their performance in real-time; and as a result, craft better informed strategies and decisions on their investments. 

But with the immensely positive evolution of TV over the last decade, there’s never been a better time to harness the power of TV.

Rise of subscription stacking 

This trend reflects the ever-increasing diversity of new streaming players entering the market. I, for one, have five subscriptions to OTT platforms – and I’m not alone.

According to Ampere, nearly 40 per cent of households in the region have three or more subscriptions. For now, most of these remain as SVOD, but other markets have seen some of these global players offer AVOD – a sign that they are coming to our region very soon. OSN+, for example, are launching their advertising imminently.

The reach potential of media in the region

It’s also predicted that there will be more than 33 million pay TV and streaming subscriptions in the MENA region by 2028. Additionally, platforms like YouTube have immense reach, currently reaching 2.5 million people in the UAE and more than 12 million people in KSA through CTV alone. 

These platforms are and will continue to provide immense targeting opportunities for brands. Addressable TV is expected to grow by 50 per cent globally by 2027, and by a whopping 125 per cent in the MENA addressable TV ecosystem by 2027.

A challenging landscape

The abundance of platforms, now available at our fingertips, provide consumers with a wealth of content to access at any time, from anywhere. But for advertisers, this presents challenges.

While the vast choice of channels is a welcome addition to the lives of consumers, it has created a somewhat fragmented landscape to navigate. Some channels, for example, are only accessible through specific tech partners and walled gardens. Equally, the richness of data now available to us presents its own challenges.

So how can you holistically plan, activate and measure to realise growth for your brand?

Harness the power of TV holistically 

We set out to make it as easy as possible for advertisers to access, navigate and invest in this new TV world. Our learnings have led us to create a ‘single point of access’ where the data, technology, media or content, measurement and creative capabilities, are all integrated to make it easy and effective for our clients. 

By leveraging our geo-first approach, brands have been able to plan activate and optimise to households that over-index against their target audiences, simultaneously personalising creatives to be truly addressable, resulting in the ability to measure full-funnel campaign objectives.

We’ve launched our proprietary product in more than 20 markets, bringing a solution to the MENA region earlier this year, knowing now is a pinnacle moment for our region.

The momentum of change in the TV landscape globally and regionally has presented brands with new challenges; but as with all challenges across all channels, the industry in the region is working quickly to ensure brands can conquer and harness this new and exciting potential of TV. 

Originally published in Campaign Magazine.

By Haneen Aburrubb, E-commerce Lead, GroupM MENA

The evolution of technology not only fuels big leaps forward in capabilities, but it also transforms how we manage the fundamentals that drive sales. Here are five key essential ingredients to supercharge retail media performance.

Planning retail media  

The retail media landscape is both fragmented and fast-paced, making it harder to stay on top of the latest developments. Rapidly evolving media capabilities, data opportunities, partnerships and audience insights demand agility.

Activating across diverse retailers, from local players such as Noon, to global players like Amazon, presents additional challenges: ad tech, buying models, data-sharing, metrics, and attribution windows will vary significantly from retailer to retailer.  

We can now analyse the landscape using multiple sources to classify and prioritise retailers and deliver holistic recommendations for clients. Using WPP Open Media Studio we have automated this crucial step, allowing us to account for even more data points such as traffic spotting and growth potential by retailer. This leads to a more dynamic output that is constantly evolving, like the landscape.

Optimising commerce content

AI can now be used to scan product information and make recommendations, which means the quality and relevance of content will impact ranking, visibility and product recommendations like never before. 

Consumers are no longer the sole audience; AI algorithms now evaluate content to ensure compliance against necessary standards and score accordingly. Good content alone is not enough. A+ content, comparison tools and enhanced ratings and reviews are now standard practice across stock keeping units (SKU) and are key factors that AI considers when assessing ranking.

To achieve the highest scores, it’s essential to have tools and technology monitoring content scores across brand and competitor pages to enhance visibility. This is where the beauty of retail media and the use of retailer first-party data comes into play. By mining their first-party audience data and consumer insights, brands can create truly unique and relevant content.

Enabling SKU level optimisation

Not every SKU is a hero. Some are category leaders, some are gap fillers, and some have the potential to unlock new subcategories. 

A tailored approach is critical for maximising each SKU’s potential and aligning them with overall business objectives. We use proprietary technology to assess performance in real-time against clients’ key KPIs, making portfolio management and KPI-based mapping essential. This empowers informed decision-making, leveraging data as signals to drive media optimisation.

Driving operational health

Operational health is all about ensuring stock levels are healthy and priced competitively. Manual management of these is nearly impossible in today’s world, especially in large organisations. Even the best strategies can fail if operational health isn’t checked. It’s no good ranking first on an e-commerce platform if a client’s order can’t be fulfilled. Running out of stock or losing the buy box disrupts the optimisation’s momentum, resulting in lost sales and visibility setbacks.  

Investing in digital shelf tools can automate stock and pricing checks, providing real-time alerts for operational excellence. Bid automation tools can also address overstock and understock challenges with automated rules.

Optimising keywords

Keyword optimisation is crucial, especially with the rise of AI as a shopper assistant. Understanding how AI predicts consumer needs; influences search results; and recommends products is fundamental to shaping our  search strategies.

A forward-thinking approach that considers both consumer trends and AI algorithms, using digital shelf insights and bid automation tools, should be adopted to ensure market share win.

Having said all the above, I cannot conclude without emphasising the importance of monitoring performance across the full consumer path to purchase, as well as the performance relative to the category using the full technology stack available.

Today, automation and technology are essential for executing the fundamentals of commerce. To stay ahead of the curve, it’s more important than ever to leverage technology to achieve brilliant basics, that in turn will help achieve sustainable growth for business.

Originally published in Campaign Magazine.

By Pauline Rady, Regional Managing Director and Client Lead at GroupM MENA

We are living in an extraordinary time of rapid evolution and progress. Artificial intelligence is now a dominant force and a major topic of discussion. With loyalty waning, consumers have gained significant influence, raising expectations and demanding transparency from brands. So, how can brands not only thrive but stand out in this noisy environment?

Luxury brands offer a unique perspective because they sell more than just products – they sell dreams. They don’t merely offer handbags or perfumes; they present an entire lifestyle steeped in legacy and essence. This is epitomised by brands like Jacquemus and Loewe, which craft stories that deeply resonate with consumers and emphasise exclusivity and sophistication.

What’s striking about these luxury brands is their ability to remain true to their core identity while adapting to fast-changing times. Jacquemus, for instance, doesn’t just sell fashion; it sells a vision of bold, innovative design. Known for its avant-garde approach, Jacquemus has successfully maintained its reputation for pushing boundaries while embracing the digital age. Its storytelling revolves around challenging fashion norms and adopting a new, edgy aesthetic, resonating with a younger, trend-conscious audience without losing its haute couture essence.

Loewe illustrates how a luxury brand can reinvent itself while staying true to its high-fashion roots. Originally renowned for its traditional craftsmanship, Loewe has managed to blend this heritage with contemporary trends. The brand’s engagement with vibrant TikTok trends and collaborations with modern artists showcases its adaptability and youthful spirit. Loewe’s ability to merge haute couture with playful, cutting-edge trends highlights its commitment to both tradition and innovation, connecting with a diverse, global audience.

More luxury brands are innovating while staying true to their ‘savoir-faire’, or unique expertise and identity. Brands like Gucci, Dior, and Louis Vuitton have embraced innovation by becoming pioneers in integrating the metaverse into their overall strategies. For example, Gucci launched a virtual garden on Roblox, allowing users to explore and purchase digital products, while Dior created unique experiences in the metaverse to engage with younger audiences. Louis Vuitton also joined the digital world by hosting a virtual fashion show in the online game League of Legends, where players could experience their latest collection in an immersive environment.

In addition to their innovative initiatives, brands are evolving by collaborating with celebrities who resonate with younger audiences. A recent example is Dior’s campaign featuring Rihanna as the new face of J’adore, which connects with a demographic that idolises her. Similarly, Tiffany & Co. has made regional distinctions by choosing singer Nancy Ajram to resonate with local audiences, further enhancing their appeal in the market. 

 The lesson from these luxury brands is clear: it’s not just about keeping pace with technology or chasing fleeting trends. Enduring success comes from maintaining a strong sense of identity and purpose. In a fast-paced world, it’s easy to get swept up in trends and lose sight of what makes a brand unique. Luxury brands navigate this landscape with a long-term vision, building narratives that enhance their offerings rather than diluting their identities for short-term gain.  

Creating compelling and enduring narratives can transform the ordinary into the extraordinary. By adopting the luxury brand approach of selling stories rather than just products, brands can forge deeper connections with customers and unlock authentic, sustainable growth.

In times of rapid transformation, humans continue to dream, yearn, and aspire—perhaps more than ever. Authentic connections and meaningful narratives ignite our passions and drive us to reach for something greater. Amidst the noise, we turn to legacy brands that tell their stories with heart and soul. 

Brands that master this art will not only thrive but also make a lasting impact on all of us.

Originally published in Campaign Middle East.

By Amer El Hajj, CEO of GroupM MENA

When I read articles about our industry today or even review last year’s 2023 Power List MENA topics, it feels as though AI, technology, digitalisation, and data dominate our discussions. 

These topics are not merely buzzwords; they represent critical trends shaping our daily operations. However, despite the excitement around technological advancements, everyone would do well to remember the essence of our industry’s purpose: client relationships and client satisfaction.

It’s not uncommon in our industry to hear clients express frustration about limited interactions with their agencies beyond their direct teams. While investing in tech stacks is crucial for maintaining competitiveness and operational efficiency, the heart of our success lies in nurturing strong, enduring relationships with our clients and delivering them results. 

Improving chemistry with clients, rapport building exercises and information sharing activities should be on-going, not just booked in during pitches and challenging times of the year. This everyday commitment is fundamental to our role as media experts and advertising consultants.

AI, technology, and data analytics undoubtedly play pivotal roles in modern marketing strategies. They empower us to tackle daily challenges with precision and insight, but they are not enough by themselves. However, their value is enhanced when complemented by robust client relationships. Despite their undeniable importance, many marketers find themselves involuntarily prioritising infrastructure improvements over interpersonal connections with clients.

Innovation, technology and analytics are essential, but they are not enough by themselves.  The danger lies in assuming that technological prowess alone guarantees client satisfaction. The reality is more nuanced. 

While efficiency gains from technology are undeniable and allow us to automate at a rapid rate, true client loyalty and satisfaction stems from investing in great talent, nurturing client servicing skills, prioritising personalised interactions and providing an empathetic understanding of their needs. It’s about being present where our clients are, actively listening to their concerns, and responding with tailored solutions that demonstrate our commitment to their success and growth.

In our pursuit of operational excellence and technological innovation, we must not overlook the human element; the personal touch that strengthens bonds and fosters trust. This human touch is what sets exceptional agencies apart from merely functional ones. It requires creating environments where clients feel heard, valued, and understood beyond the metrics and analytics.

If our technological advancements do not align with client relationships and having the right team to collaborate closely with clients, we risk failure. Talent makeup should complement the client’s brand with diversity and inclusion, also playing a large role in offering our client’s businesses fresh perspectives and out of the box solutions. 

Perhaps we should blend these tech advancements with different future-proofing methods, customer engagement strategies, and new frameworks for client experiences. Our focus should be on enhancing client retention, fostering robust partnerships, and building loyalty. And ultimately, innovation can only occur from human thinking and creativity from our own lived experiences.

Building lasting client relationships is a journey that demands time, effort, and genuine empathy. It involves aligning our internal processes and team dynamics to ensure every client interaction reflects our commitment to their satisfaction. This commitment extends beyond project deliverables; it encompasses proactive communication, transparent collaboration, and anticipating their evolving needs.

There’s no one-size-fits-all formula for successfully balancing technology focus with client partnerships. Both matters are crucial, but client relationships are uniquely individual. As we navigate the complexities of our industry’s evolution, let’s remember that our clients are at the core of everything we do. 

They are not just recipients of our services but partners in our journey towards mutual success. By placing a renewed emphasis on client relationships and satisfaction, we not only enhance our competitive edge but also uphold the values defining our industry’s integrity and longevity.

While AI and technology propel us forward, it’s our commitment to exceptional client experiences that truly distinguishes us as leaders in our field. We should strive to cultivate meaningful connections, foster collaboration, and exceed expectations, ensuring that every client interaction reflects our dedication to their satisfaction and success.

Originally published in Campaign Middle East.

Mindshare KSA’s Darine ElKaissi says we need to shun the “either/or” mentality to choose between careers and/or personal lives.

In the Middle East advertising landscape, the portrayal and participation of men and women are not just reflections of cultural norms, they have become catalysts for change. Just as the saying goes, “Culture is to humans as water is to fish”, we often swim in strong currents of societal norms without realising their pull. It’s only when someone spots a shark in the water that we start to identify the implicit bias or stereotypes that have gone unattended.

Today, the diversity, equity, and inclusion (DE&I) narrative has created many such eye-opening conversations within the industry. In the coming days, we welcome you to delve into the insights of industry leaders, who call a spade a spade. They have come to a consensus that while significant strides have been made, there’s still a long way to go. The industry faces the challenge of not just acknowledging the gaps but actively addressing them. The hope is to herald a future where DE&I is so ingrained in our culture that the changes we request today are foregone conclusions.

The needle has definitely moved, but a sense of equity and normalcy hasn’t quite settled in. Here’s what Darine ElKaissi, Managing Director, Mindshare KSA, had to say.

If there’s one barrier you would break down, what would it be and why?

The judgmental culture that perpetuates the idea that individuals who choose to prioritise their careers or personal lives are somehow less worthy. This “either/or” mentality forces people to make impossible choices, shattering their sense of self-worth.

Similarly, people with special needs, from different backgrounds, or those with disabilities face judgment and bias, often being perceived as less capable or less deserving. By breaking down these barriers, we can create a more inclusive and accepting environment where individuals can thrive, free from judgment and stereotypes.

How has diversity and inclusion improved on the ground within the industry?

I think we have made remarkable progress in promoting diversity and inclusion within our industry. I was one of the first female employees in my office in Riyadh and one of the first few women to present in a client office for a governmental entity (which required a special permit). It was a daunting experience, but it paved the way for others to follow in my footsteps.

Fast-forward to today, and it’s encouraging to see more and more diversity in workplaces across our industry. The advertising industry in the Middle East and Saudi Arabia has made significant strides in promoting diversity and inclusion. There’s now a 43 per cent representation of women in creative and leadership roles, consistent hiring of talent from diverse backgrounds, including expats, locals, and people with disabilities, more inclusive advertising campaigns, and more initiatives promoting diversity and inclusion.

What would an ideal world in the coming years look like?

As an industry, and as a society, we talk a lot about equity, inclusivity, and sustainability – things we’re striving to improve, and ultimately achieve, every day. In an ideal world, we wouldn’t have to talk about them so much. We would have hit that sweet spot between compassion and progress and reached a place where everyone feels valued and empowered.

How in your opinion can collaborative campaigns – and their visible, tangible impact – further the cause for DE&I in the industry?

By showcasing diverse perspectives and stories, increasing representation and inclusivity, and promoting a culture of empathy and understanding, these campaigns can challenge stereotypes and biases, and promote authentic representation of underrepresented groups.

What allyship message would you share with your colleagues in the industry?

I can’t emphasise enough the importance of empathy, fostering a good, strong culture of belonging, and dedication to equality. Make sure you are building equality into your business’s long-term plans, and not just focusing on the short-term gains.

What were some pivotal points in your career that contributed to your success within advertising?

From tackling challenging client projects to collaborating with supportive mentors and managers, I’ve been fortunate to have had a string of opportunities that pushed me to prove myself and strive for equal opportunities. I’ve also always been driven by a desire to prove that through hard work and dedication, you can unlock equal opportunities.

A highlight of my journey was being part of the country-level transformation projects and on market-disrupting projects. This experience not only refined my skills but also granted me a profound understanding of the industry’s inner workings.

Can you share some personal habits or routines that have helped you embrace your authenticity and express yourself?

To embrace my authenticity and express myself, I prioritise understanding what truly matters to me by evaluating my goals and experiences to ensure they align with the person I want to be. Over the years, I’ve learned to establish clear boundaries and focus on what truly resonates with me, while also being respectful and open to different views.

What words of wisdom would you share with women new to the industry and/or the Middle East region?

I would ask women to embrace their uniqueness, don’t be afraid to be yourself and celebrate your strengths. As a woman in the industry, you bring value and innovation, and your adaptability and productivity are key assets.

Originally published in Campaign Middle East.

GroupM’s carbon calculator now includes SeenThis technology following partnership launch last year, so far avoiding carbon emissions equivalent to charging over 15m smartphones.

GroupM, WPP’s media investment group, today announced that it has now fully integrated SeenThis’ adaptive streaming technology into its carbon calculator tool. The collaboration, which began in 2023, has enabled GroupM and its agencies to leverage SeenThis’ expertise and proprietary technology to manage and minimize carbon emissions while improving the performance of display advertising campaigns.

In the last year, the global partnership has helped to avoid over 230 tonnes of CO₂e emissions, the equivalent of charging more than 15 million smartphones. Around 260 GroupM advertisers across 28 markets have benefitted from their access to the technology, whilst simultaneously driving the improved performance of their digital ads. By reducing data waste, where data is only transferred for creative assets that are visible, SeenThis technology helps to increase the attention of the user meaning fewer impressions are required to meet targets. It also minimizes CO₂e emissions, as each part of the internet supply chain requires energy to operate.

Using SeenThis technology, a recent campaign for UOB, a leading bank in Asia, was able to reduce data consumption by 25% and increase the view-through rate by 245%, a testament to the effectiveness of precision targeting and performance optimization efforts.

The proprietary technology has been seamlessly integrated into GroupM’s carbon calculator, allowing all GroupM advertisers to assess the optimization impact when using SeenThis in pre-campaign planning. This demonstrates GroupM’s ability to turn trials into repeatable successes and create scalable processes. Growing industry interest and the desire for a common measuring framework are also helping to drive this. The focus in the near term is to convert successful trials and tests into always-on components of campaigns, as this technology has proven to drive meaningful business outcomes whilst reducing carbon intensity.

“In 2023 we set out in partnership with SeenThis to minimize emissions using data from our partners. One year on, we are achieving what we said we would do, building on our global framework for media decarbonization. The success of this partnership marks an important step in our commitment to decarbonize our media supply chain, and the more advertisers opt into SeenThis, the more they can drive positive results across both emissions and performance.”

Kieley Taylor, Global Head of Partnerships at GroupM

“Our partnership is one of the first examples of a vendor providing an immediate turn-key solution to enable GroupM to deliver CO₂e reductions while enhancing the user experience. We’re thrilled that GroupM is focused on the combination of minimizing emissions while maximizing performance, and is embracing the use of SeenThis data to share this insight with their advertisers to encourage lower carbon cost of business outcomes.”

Thomas Bowens, Global Agency Director at SeenThis

Multinational advertising network WPP’s media-investment business, GroupM MENA, aspires to “shape the next era of media, where advertising works better for people,” said Amer El-Hajj, who became its CEO in September last year.

“This has been our ‘North Star’ focus,” he told Arab News. In support of this objective, the company has set new “benchmarks for client satisfaction, talent cultivation and industry influence” and is “actively shaping our proposition, best practices and strategies to stay ahead of industry trends,” he added.

GroupM said it won 10 new clients in the first six months of this year, already marking 2024 as its most successful year yet in the region, with 40 percent growth in billings compared with 2022. The businesses it has added to its books include L’Oreal Middle East, Al-Fardan Jewelry, Americana Foods, Diriyah Gate Development Authority, telecoms company du, and snacks company Mondelez.

It attributed the successes to an organizational transformation, including a new business-development team, a restructured buying, finance and operations department, and a focus on the hiring of new talent while retaining and developing existing talent.

Many of the new hires are at the group level, the company said, including regional managing director of customer experience, data and technology; e-commerce director; head of buying; and head of marketing and communications.

In common with other industries, the media sector is becoming more reliant on the latest developments in technology. For example, the media-buying process is becoming increasingly automated thanks to improvements in artificial intelligence, which can use algorithms to buy advertising slots in real time, targeting different audiences on multiple platforms and even serving up differing advertising messages depending on factors such as the time of day or type of audience.

A 2023 PwC report found that 67 percent of leaders in the technology, media and telecoms sector believed new technologies such as generative AI threaten current business models. However, El-Hajj said GenAI facilitates real-time content creation that can be adapted and tailored to the individual preferences of target audiences, which in turn improves the automation and the effectiveness of advertising campaigns.

Within organizations, he added, it can serve as an important tool in efforts to streamline operational processes, including repetitive tasks, leading to greater efficiency and more cost-effective outcomes.

Still, he warned, businesses must not rely solely on AI without any human input and adequate quality controls.

“AI may lack the understanding of our culture and habits that is critical for nuanced advertising. Moreover, navigating regulatory complexities and addressing data-privacy issues are crucial considerations.”

Amer El-Hajj

The continuing evolution of technology means that businesses continually need to reskill their talent. A recent World Economic Forum report, titled “The Transformational Opportunity of AI on ICT Jobs,” found that 58 percent of employees believe their job skills will change significantly over the next five years as a result of AI and big data. Moreover, 92 percent of technology roles are expected to evolve in response to advancements in AI, it said.

GroupM defines its main objective as “creating value not only for our clients but also for the communities in which we operate.” To this end, it is committed to the development of local talent in Saudi Arabia, El-Hajj said, and more than 45 percent of its employees are Saudi.

It is also launching a university and academy initiative to help attract, recruit, train and educate the next generation of talent, to help fuel the company’s growth and increase its market share in the Kingdom, he added.

These initiatives come during a time of wider transformation and growth in Saudi society, which he said is creating promising opportunities for advertisers and agencies.

“With a youthful population, a large percentage (of which is) under 30 years old, there has been increased investment in digital advertising, social media marketing, and content creation tailored to local tastes”.

Driven by the goals of Saudi Vision 2030, the Kingdom is developing and diversifying its economy, leading to growth in the numbers of small and medium-sized businesses in the advertising and digital sectors, he added. Authorities in the country are also easing restrictions on cultural activities, which has “sparked a demand for innovative content and digital-media consumption.”

Thanks to these developments “Saudi Arabia’s creative and media industry is on a trajectory of continued expansion” with the aim of “positioning the Kingdom as a regional hub for media and entertainment” El-Hajj said.

Featured in Arab News.

Chupa Chups’ Candyland Paradise amplifies the culture of the region through a custom-built Roblox game.

Evolution and Build has created a custom-built Middle Eastern world for Perfetti Van Melle’s brand Chupa Chups on Roblox, with the support of Wavemaker MENA for media planning. Candyland Paradise” offers players a visually immersive journey through sunny sand dunes, traditional Arabian camps adorned with heritage carpets, bustling souks, palm trees, and regional landmarks, including a virtual replica of Chupa Chups’ flagship store at the Mall of the Emirates. Results have been outstanding; pre-launch over the first two weeks the game achieved over 100,000 worldwide organic unique visitors.

The partnership with Roblox is a fitting match for Chupa Chups. It offers users an experience where imagination, social interaction and fun come together, complementing the brand’s commitment to innovation, creativity and playfulness.

Candyland Paradise amplifies the culture of the region through an engaging and interactive platform, inviting players into a world full of sweetness and delicious candies right in the heart of the desert. The game features a variety of exciting mini-games, including a brain-twister maze, sandboard races with optional board customization, a Chupa Chups obstacle course, a photobooth, a live candy factory, and the chance to earn free User-Generated Content. Additionally, a live leaderboard enhances the thrill and excitement of the game, encouraging players to return and beat their top scores.

“This project aligns perfectly with our vision of enhancing world leadership in confectionery through innovation and value creation. We are excited to be at the forefront as one of the first FMCG brands in the region to develop a custom game on Roblox, engaging thousands of gamers within just a few weeks.”

Milad Rouhana, Managing Director of Perfetti Van Melle, Middle East, Africa, and Pakistan.

“Chupa Chups is pioneering marketing innovation in the region. Roblox offers brands unprecedented opportunities to deeply engage with future generations and communities at scale, fostering brand affinity, engagement, and loyalty that extend beyond the platform.”

Youssef Raad, Head of Gaming at GroupM MENA

“The platform reaches over 77 million people daily across the globe, with over 20 million active monthly users in MENA. This project is exciting because it brings the cultural zest of the Middle East to players around the world while engaging meaningfully with our users in this region. We are proud to have led the go-to-market strategy on this project with Roblox and our in-game building partners, Evolution and Build.”

Candyland Paradise went live in mid-June 2024. Jump into the wild adventures, explore and play here.

Pauline Rady’s role will accelerate client growth and business excellence across the agencies and group.

GroupM, WPP’s media investment group, has announced the appointment of Pauline Rady as its new Regional Managing Director and Client Lead at GroupM MENA. Reporting to Amer El Hajj, the CEO of the group, Pauline will establish best-in-class client excellence and scale business growth across the agencies.

Pauline joins GroupM with 16 years of media experience in the region. She has a distinguished track record in engaging senior stakeholders, setting strategic directions, and achieving outstanding business results. Pauline established herself as a visionary leader leading the LVMH business in the Middle East, propelling luxury brands to new levels of success through innovation, market trend analysis, and the identification of scalable opportunities.

“Pauline is a distinguished entrepreneurial mind within the media industry in MENA.”

said Amer El Hajj, CEO at GroupM MENA.

“Her approach to business is led by an unmatched appetite to apply technological advancement and cutting-edge solutions to brands. Pauline will help us unlock further growth for our clients. I’m thrilled to join this energetic team leading the next era of media. My main focus will be on cultivating a mindset of thought leadership, driving excellence at every level, and establishing ourselves as pioneers in the field of media innovation. By strengthening our partnerships with clients, we aim to unlock new opportunities for growth in the ever-evolving landscape of the AI era. I am eager to drive innovation, ensure client satisfaction, and propel our collective success to new heights.”

said Pauline Rady.

Pauline’s appointment as Regional Managing Director and Client Lead is of immediate effect.

Strategic appointments and organizational transformation drive numerous business wins and client successes for WPP’s media investment group in MENA.

GroupM, WPP’s media investment group, unveils a new chapter of success in the MENA region. Following recent leadership appointments and organizational developments, GroupM MENA has secured over 10 significant business wins in less than six months.

New business wins for the group include Wakemaker MENA’s win of L’Oréal Middle East, Mindshare MENA’s wins of Al Fardan Jewelry, Alat, Amala, Americana Foods, Diriyah Gate Development Authority – DGDA, du, Electric Vehicle Infrastructure Company – EVIC, Inma Bank, Mondelez, New Murabba and Roberto Coin, and EssenceMediacom’s wins of Qiddiya and L’Oréal in Egypt. In addition, EssenceMediacom MENA extends partnership with Etisalat in Egypt and has retained Vodafone in Oman.

GroupM’s unique value proposition played a fundamental role in securing new business wins and delivering accelerated performance excellence for existing clients. The results speak for themselves, with GroupM reaching its most successful year yet in the MENA region with 40% growth in billings compared to 2022. GroupM supports clients’ media investments to be more accountable across all channels platforms and devices. A solidification of GroupM’s solution and capability offerings in MENA, provides clients with innovative cross-channel performance planning, media efficiencies and activation solutions to deliver incremental growth and meaningful outcomes for brands.

To expand the group’s expert practices, Alan Azar has joined GroupM as Regional MD of CX, Data and Technology, Haneen Aburrubb has been appointed as the group’s eCommerce Director to accelerate the commerce capabilities in response to clients’ growing demands, and Mario Soufia, Regional Managing Director to manage a range of future-proofing services for clients including business strategy, eGaming and the management of the content hub of the group including influencer marketing company, The Goat Agency; a growing department excelling in delivering creativity and AI transformations for brands.

Further appointments to the new leadership team under the appointment of Amer El Hajj as CEO at GroupM MENA in September 2023, include but are not limited to Abdallah Adra as Head of Buying, Darine ElKaissi as Managing Director at Mindshare KSA, Felicity Stokes as Head of Marketing and Communications, Laura Gleadhill as General Manager at Keyade Middle East, Patricia Abi Fadel as Head of Investment, Ragy Saad as Finance Director, Rana Zeidan as Business Director at L’Oréal Middle East – Wavemaker MENA, Samer Majzoub as Regional Managing Director at Mindshare MENA, Sarah ElMenzlawy as Head of Buying and Investments at GroupM Egypt.

In addition, GroupM MENA has introduced a new business development team, executed a comprehensive restructuring of its buying, finance and operation department and created cost efficiency hubs. This organizational structure is designed to elevate the proficiency of the group’s specialists, products and services, effectively catering to the collective needs of the business whilst delivering on a transformative media strategy for clients — a mission that has never been more critical in today’s evolving landscape.

Beyond leadership appointments and organizational transformations, the entire GroupM team and the agencies have played an integral role in the group’s recent successes. The team has collaboratively elevated media excellence, embodying a shared mission: to consistently deliver exceptional value and ROI to all clients.

Josh Krichefski, GroupM EMEA CEO commented,

“The MENA region presents significant opportunities. GroupM’s Global This Year Next Year report highlights growth is expected to exceed the global rate in 2024, with $15.9 billion in advertising revenue predicted. I have confidence in the reinvigorated team who are already demonstrating noticeable achievements and business successes. We’ve undergone a transformative journey, meticulously identifying our strengths and pinpointing areas for enhancement over the last few months, crafting a new organizational structure that seamlessly aligns with our global and local aspirations. The remarkable accomplishments achieved within a short time are a testament to the dedication of our MENA team, positioning us as formidable players poised to deliver accelerated growth for our clients. The great talent that has joined us is fueled by the excitement towards our vision in shaping the ‘next era’ of media. We are in the people industry and are steadfast in guiding our people to effectively support clients in achieving their business objectives and building their continuous growth.”

El Hajj, CEO of GroupM MENA