Saudi Ad School aims to educate women in the Kingdom's advertising sector through a new program
DUBAI: Saudi Ad School, an educational institute in Saudi Arabia specializing in advertising courses, has partnered with marketing and communications network Publicis Groupe Middle East to launch 'The Name Behind Her Talent', a women's empowerment program in the Kingdom.
The program aims to educate female talent involved in the advertising industry in Saudi Arabia through initiatives such as scholarships, educational courses, talks and mentoring sessions, workshops and industry fairs.
The latter are initiatives focused on “empowering women in advertising,” with each salon featuring up to three women who “will share their experiences, knowledge and expertise with our students,” said Enas Rashwan, founder and president of Saudi Ad School. .
“The Name Behind Her Talent” is exclusively focused on the Kingdom for now.
Rashwan told Arab News: “We want to establish a strong foundation here before we consider expanding to other countries.”
The annual program begins in September. The Saudi Ad School has developed an eligibility application with a scoring system that will be available on its website and distributed at industry events for the program's scholarships, which include the institute's courses, master's courses and workshops, Rashwan added.
Other activities in the program will be open and free to all women, she said.
Bassel Kakish, CEO of Publicis Groupe, Middle East and Turkey, said the partnership “underlines our commitment to fostering talent development while contributing to the Kingdom's Vision 2030 goals.”
He told Arab News: “Women's empowerment is a specific area that Publicis Groupe Middle East has been leading in the region, and this collaboration allows us to explore new opportunities with the next generation of leaders.
“Recognizing the immense potential of Saudi Arabia's talent pool, it was a natural next step to join forces for greater impact.”
Rashwan said Publicis Groupe's efforts to support women in advertising and its vision to foster talent in the Kingdom made the partnership a “natural fit”.
However, she added that the Advertising School of Arabia plans to “broaden its scope by forming partnerships with other prominent advertising networks.”
Rashwan has run the Cairo Advertising School in Egypt for nearly 12 years, and its success, “combined with strong demand from the Saudi market,” led to her decision to launch the Saudi Advertising School last year, she said.
She added that Saudi Arabia's advertising sector “is becoming increasingly dynamic, with a strong focus on digital transformation, creativity and innovation, and we are seeing a shift towards content that resonates with Saudi culture and values, opening up exciting opportunities for agencies of advertising. “
This sector evolution has created a demand for talent, making it an “opportune time to introduce a program that equips students with the skills and knowledge to meet industry demands and contribute to the nation's vision,” Rashwan said.
The program also aims to address some of the challenges Saudi women face in the advertising industry, she added, such as limited access to professional development opportunities; the need for more inclusive workplaces; and make their “voices heard and their opinions valued without hesitation or doubt, whether interacting with customers or within their teams.”
She said: “Saudi women are highly motivated and eager to achieve more than ever.
“By creating additional programs and opportunities, we aim to support their ambitions and enhance their contributions to the industry.”
