The head of GroupM MENA says that the creative and media industry in Saudi Arabia is on the path of continuous development
Dubai: WPP's media investment business, GroupM MENA, aspires to “shape the next era of media, where advertising works better for people,” said Amer Alhaj, who became CEO in September last year. ».
He told Arab News: “This has been the focus of our “North Star”. He added: In support of this goal, the company has set “new benchmarks for customer satisfaction, talent development and industry influence” and is “actively shaping our offering, best practices and strategies to stay ahead of trends.” is the industry.”
M Group said it has acquired 10 new customers in the first six months of this year, which now marks 2024 as its most successful year in the region with 40% growth in billings compared to 2022. Jobs he has added to his books include L'. Oreal Middle East, Al-Fardan Jewelry, Americana Foods, Diriyah Gate Development Authority, Telecoms du, and Mondelez Snacks Company.
It attributed these successes to an organizational transformation, including a new business development team, a restructured purchasing, finance and operations department, and a focus on recruiting new talent and retaining and developing existing talent.
The company said many of the new hires are group-wide, including regional managing director of customer experience, data and technology. e-commerce manager; head of purchasing; and Head of Marketing and Communications.
Like other industries, the media sector relies heavily on the latest technological advancements. For example, the media buying process is becoming increasingly automated thanks to advances in artificial intelligence, which can use algorithms to buy ad slots in real-time, target different audiences across multiple platforms, and even depend on factors such as time. Day or audience type
PwC's 2023 report found that 67% of technology, media and telecommunications leaders believe new technologies such as artificial intelligence will threaten current business models. However, Alhaj said that GenAI facilitates the creation of real-time content that can be adapted and tailored to the individual preferences of target audiences, which in turn improves the automation and effectiveness of advertising campaigns.
In 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.
However, he cautioned that businesses should not rely solely on AI without any human input and adequate quality control.
“Artificial intelligence may lack the understanding of our culture and habits that is essential for subtle advertising,” Alhaj said. Additionally, navigating regulatory complexities and addressing data privacy issues are critical considerations.
The continued evolution of technology means that businesses need to constantly reskill their talent. A recent World Economic Forum report titled “The Transformative Opportunity of Artificial Intelligence in Information and Communications Technology Jobs” found that 58 percent of employees believe their job skills will change significantly over the next five years as a result of artificial intelligence and big data. did Additionally, 92% of tech roles are expected to evolve in response to AI advancements.
GroupM defines its core purpose as: “Creating value not only for our customers, but for the communities in which we operate.” Al-Haj said that to this end, it is committed to developing local talent in Saudi Arabia, with more than 45 percent of its employees being Saudi.
It is also setting up a university and academy to help recruit, attract, train and educate the next generation of talent to help grow the company and increase its market share in the Kingdom, he added.
These initiatives come at a time of broader growth and transformation in Saudi society, which he says creates promising opportunities for advertisers and agencies.
“With a young population, with a large percentage (of them) under 30 years of age, investment in digital advertising, social media marketing and content creation tailored to local tastes has increased,” Alhaj said.
He added that guided by the goals of Saudi Arabia's Vision 2030, the Kingdom is developing and diversifying its economy, which will lead to the growth of the number of small and medium-sized businesses in the advertising and digital sectors. Authorities are also easing restrictions on cultural activities, which have “sparked demand for innovative content and digital media consumption.”
Al-Haj said that thanks to these developments, “Saudi Arabia's creative and media industry is on a path of continuous development” with the aim of “positioning the Kingdom as a regional media and entertainment hub”.
