The Saudi Ad School aims to educate women in the Kingdom's advertising sector through a new program
DUBAI: Saudi Ad School, a Saudi educational institution specializing in advertising courses, has partnered with marketing and communications network Publicis Groupe Middle East to launch 'The Name Behind Her Talent', a program to empower women in the Kingdom.
The program aims to educate female talent involved in the Saudi advertising industry through initiatives such as scholarships, training courses, lectures and mentoring sessions, workshops and industry salons.
The latter are initiatives aimed at “empowering women in the advertising field,” with each salon featuring up to three women who “share their experiences, insights and expertise with our students,” said Enas Rashwan, founder and president of the Saudi School of Advertising. .
“The Name Behind Her Talent” is focused exclusively on the Kingdom for now.
Rashwan told Arab News: “We want to establish a strong base here before we consider expanding to other countries.”
The year-round program starts 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 institute courses, master classes and workshops, Rashwan added.
According to her, other activities within the program will be open and free for all women.
Bassel Kakish, CEO of Publicis Groupe, Middle East and Turkey, said the partnership “underlines our commitment to support 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 is driving across the region, and this collaboration allows us to explore new opportunities with the next generation of leaders.
“Recognizing the enormous potential of Saudi talent, it was a natural next step to combine our efforts 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”.
But she added that the Saudi Advertising School intends to “broaden its reach by forming partnerships with other prominent advertising networks.”
Rashwan has run the Cairo Ad 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 Ad School last year, she said.
She added that the advertising sector in Saudi Arabia “is becoming more 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 advertisers.” “
These industry developments have created a demand for talent, making it “an opportune time to introduce a program that equips students with the skills and knowledge needed to meet industry demands and contribute to the national vision,” Rashwan said.
The program also aims to address some of the challenges women in Saudi Arabia face in the advertising industry, she added, such as limited access to professional development opportunities; the need for more inclusive workplaces; and that their “voices are heard and their opinions are valued without hesitation or doubt, whether when interacting with clients or within their teams”.
She said: “Saudi women are exceptionally motivated and eager to achieve more than ever.
“By creating additional programs and opportunities, we aim to support their ambitions and increase their contribution to the industry.”
