The Saudi Ad School aims to train women in the Kingdom's advertising sector through a new program
DUBAI: Saudi Ad School, a Saudi-based educational institute 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 train female talent involved in the Saudi advertising industry through initiatives such as scholarships, training courses, talks and mentoring sessions, workshops and industry salons.
The latter are initiatives focused on “empowering women in the field of advertising”, where each salon has up to three women who will “share their experiences, insights and expertise with our students”, says Enas Rashwan, founder and chairman of the Saudi Ad School.
“The Name Behind Her Talent” is currently focused exclusively on the Kingdom.
Rashwan told Arab News: “We want to establish a strong foundation here before considering expansion to other countries.”
The year-long program begins in September. The Saudi Ad School has developed an eligibility application with a points 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 classes 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 Turkiye, said the partnership “underlines our commitment to promoting 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 pushing across the region, and this collaboration allows us to explore new opportunities with the future generation of leaders.
“Recognizing the enormous potential of Saudi's talent pool, 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 promote talent in the Kingdom made the partnership a “natural fit”.
But she added that the Saudi ad school intended to “broaden its scope 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,” resulted in 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.”
This development of the sector had 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 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 to have their “voices heard and their opinions valued without question or doubt, whether interacting with customers or within their team.”
She said: “Saudi women are exceptionally driven and eager for achievement more than ever.
“By creating additional programs and opportunities, we aim to support their ambitions and enhance their contribution to the industry.”
