Saudi Advertising School aims to educate women in Saudi Arabia's advertising sector through new programme
DUBAI: Saudi Ad School, a Saudi Arabia-based educational institution specializing in advertising programs, has partnered with Publicis Groupe Middle East, a marketing and communications network, to launch “The Name Behind Her Talent,” a women’s empowerment program in Saudi Arabia.
The project aims to educate talented female professionals in the Saudi advertising industry through various programs such as scholarships, educational courses, lectures and mentoring, workshops and industry gatherings.
The latter is an initiative focused on “empowering women in advertising,” with each store featuring up to three women “to share their experiences, insights and expertise with our students,” said Enas Rashwan, founder and president of Saudi Ad School.
“The Name Behind Her Talent” will now focus specifically on the kingdom.
“We want to build a strong foundation here before considering expanding to other countries,” Rashwan told Arab News.
The one-year program will start in September. Saudi Ad School has developed an 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 academy’s courses, special classes and workshops, Rashwan added.
Other activities within the project will be open and free for all women, she said.
Bassel Kakish, CEO of Publicis Groupe Middle East and Turkey, said the partnership “underscores our commitment to fostering the development of our people while supporting the Kingdom of Saudi Arabia’s Vision 2030 goals.”
“Women’s empowerment is a niche area that Publicis Groupe Middle East is committed to driving across the region, and this partnership allows us to explore new opportunities with the next generation of leaders,” he told Arab News.
“Recognizing the enormous potential of Saudi Arabia’s talent pool is a natural next step in combining our efforts to create even 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”.
However, she added that Saudi Ad School intends to “expand its reach by forming partnerships with other reputable ad networks.”
Rashwan has been running Cairo Ad School in Egypt for almost 12 years, and the school’s success, coupled with strong demand from the Saudi market, led her to open Saudi Ad School last year, she said.
She added that the advertising sector in Saudi Arabia is “increasingly dynamic, with a strong focus on digital transformation, creativity and innovation, and we are seeing a shift towards content that reflects Saudi culture and values, which opens up exciting opportunities for advertisers.”
The evolution of the sector has created a demand for skilled personnel, making it “an ideal time to introduce programmes that equip students with the skills and knowledge they need to meet industry demands and contribute to the country’s vision,” Rashwan said.
The programme also aims to address some of the challenges that women in Saudi Arabia face in the advertising industry, such as limited access to professional development opportunities, the need for a more inclusive workplace, and for “their voices to be heard and their opinions to be valued without hesitation or doubt, whether they are interacting with clients or within their teams,” she added.
“Saudi women are more driven and motivated than ever to succeed,” she said.
“We aim to support their ambitions and increase their contribution to the industry by creating additional programs and opportunities.”
