The Saudi Ad School aims to educate 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 empowerment program in the Kingdom.
The program aims to educate female talent involved in the Saudi advertising industry through initiatives such as scholarships, educational courses, talks and mentoring sessions, workshops, and industry salons.
The latest initiative focuses on “empowering women in the advertising sector,” with three women in each salon who will “share their experiences, insights and expertise with our students,” said Inas Rashwan, founder and president of the Saudi Ad School. .
“The Name Behind Her Talent” is focused solely on the state for now.
Rashwan told Arab News: “We want to establish a strong base here before considering expanding to other countries.”
The year-long program begins in September. The Saudi Ed School has developed an eligibility application with a scoring system that will be available on its website and distributed to industry programs for the program's scholarships, including the institute's courses, master classes and workshops, Rashwan added.
She said that other activities under the program will be open and free for all women.
Basel Kakish, CEO, Publicis Group, Middle East and Turkey, said the partnership “underlines our dedication to promoting talent development while contributing to the Kingdom's Vision 2030 goals.”
He told Arab News: “Women's empowerment is a particular 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 immense potential of the Saudi talent pool, combining our efforts for greater impact was a natural next step.”
Rashwan said Publicis Group's efforts to support women in advertising and its vision to promote talent in the state made the partnership a “natural fit.”
However, he added that Saudi Ad School “intends to expand its reach by partnering with other major ad networks.”
Rashwan has operated the Cairo Ed School in Egypt for about 12 years, and its success, along with “strong demand from the Saudi market,” is a result of her decision to open the Saudi Ed 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 to content that resonates with Saudi culture and values, opening up exciting opportunities for advertisers.”
The sector's growth had created a demand for talent, “an opportune moment to introduce a program that equips students with the necessary 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 faced by Saudi women in the advertising industry, she added, such as limited access to professional development opportunities; the need for more inclusive workplaces; And their “voices are heard, and their opinions are valued without hesitation 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 increase their contribution to the industry.”
