A3 Communications, Canadian advertising and branding boutique agency, launched their first branding awareness event in Riyadh Saturday.

The event chaired by A3 Communications Chairman Fahd M. Abunayyan, held with the support of Prince Saud bin Sultan bin Mohammad bin Saud Al-Kabeer, chairman of Almarai Group, while the guest of honor was Youssef Kassantini, stock market analyst.

“Much awareness is created to attract foreign investors to invest in our country, which is a start, now we must continue to attract them to invest in our brands by presenting our diverse product portfolio,” Abunayyan said.

“The whole purpose of the event is to create an effective awareness about branding in the Kingdom,” Abunayyan said, adding that it is only a beginning and the company is ambitious to enhance its strategic planning to develop local, regional and global brands.

The show featured the latest video mapping projection technology that left the audience breathless presented by Ayman El-Masri followed by a heated debate among guest-speakers, such as Ercelan Yazdani, marketing director, JCDecaux ATA; Ali Bayloun, Superbrands KSA board member and banking marketing specialist; Chafik Al-Kinany-shareholder, I-Techia; and Husam Edghaim, GM, GTC-Olayan Financing Co.

El-Masri led the branding debate live on stage speaking about branding places in terms of tourism.

He said: “In order to create the best brand locally, we must consider the program of Saudization, encourage local employment in private sector away from public sector. Unemployment among Saudis ages 20-24 is a total of 39.9 percent.

“If we take the advertising sector, much needed talent pool is required to fill local vacant jobs at advertising agencies. Due to lack of talent, agencies look overseas to hire. If the Nitaqat is to work effectively, find the occupation gap in the market, such as graphic design, educate local talents, and incubate young Saudis in local agencies,” El-Masri said.

Mementos were distributed among the sponsors, including The Investor for Securities, HJ Media, JcDecaux ATA, Luxury Events, and Luxury Technolgoies, and diamond media sponsors - Arab News, CNBC Arabia, Eqtisadia TV, Eqtisadia, Eqtisadyat and Arab Ad magazine, Rotana Khalijiah, Ad in Spot, and Oxygen.