JEDDAH, 22 February 2006 — With Saudi Arabia accounting for around $890 million of advertising billed during 2005, the industry’s outlook for the current year is “bright,” according to a top advertising executive.
“Saudi Arabia is the single largest market in the Gulf Cooperation Council (GCC) and we expect the advertising industry to grow in this part of the world due to positive factors that include economic stability,” Joseph Ghossoub, senior vice president and world president-elect of the International Advertising Association (IAA), said yesterday.
Although the world events since Sept. 11, 2001, have impacted the advertising industry internationally, the industry has marked an annual growth of five to seven percent across the Kingdom and seven to 10 percent in the Arab world,” Ghossoub told Arab News on the sidelines of the 40th IAA World Congress road show held at the Jeddah Chamber of Commerce & Industry and a press conference that followed at the head office of Al-Khaleejiah Advertising & Public Relations Co. Ltd.
Al-Khaleejiah’s Managing Director Hassan Y. Saadawi presented a plaque on behalf of the Saudi Research & Marketing Group to Ghossoub. Among those present were Marwan Rizk, IAA’s vice president and area director for the Middle East & Africa, and Al-Khaleejiah’s Western Region Direct Sales Manager Ali A. Al-Najdi and PR & Administration Manager Fawzy M. Mosly.
Promoaction DDB Chairman Talal Dhulaymi and Al-Hadaf Advertising Managing Director Tareq Khedher also addressed the road show.
The advertising industry is estimated to be worth $2.5 billion in the GCC, including $1.1 billion in the Kingdom and $900 million in the UAE, Ghossoub said.
Nearly 500 participants from the Kingdom are expected to join their 1,500 counterparts from the world over at the IAA congress, which kicks off at the Dubai International Convention Center in the UAE on March 20. The four-day congress is being hosted and organized by the UAE chapter of the IAA under the chairmanship of Minister of State for Cabinet Affairs Mohammed Al-Gergawi.
The event, themed “Challenges of change,” will cover topics including “Succeeding in a ‘where’ world, anyone can do it!,” Brands as people, people as brands,” and “Remaining credible in an incredible world.”
“The event is close to my heart, as I’ve personally seen the advertising industry in the Middle East experience a renaissance over the past decade,” Ghossoub said during his presentation at the road show. “Dubai 2006 will examine the role of advertising and explore the boundaries of creativity in an ever-changing marketplace. As the single largest market in the GCC, the Kingdom remains a key player in the overall regional marketing scene,” he said.
Among the event’s 30 speakers are former Spanish Prime Minister Jose Maria Aznar, Britain’s former Deputy Prime Minister Lord Heseltine and international business leaders. Industry speakers comprise representatives from the world’s major media buying and through the line agencies.
Platinum sponsors of the congress are CNN, Dubai Television, Motivate Publishing and Gulf News, while gold sponsors are Dentsu and Emaar. Silver sponsors include the Choueiri Group, MBC, BBC World and Al Ittihad, and bronze sponsors are Arab Media Group, Al Wataniya, Diago, FedEx, AME Info, Dubai Duty Free and Khaleej Times.
In addition to three days of speaker sessions and panel discussions, the congress, being held in association with Dubai Chamber of Commerce & Industry and Dubai Media City, will play host to a special industry exhibition showcasing creative capability and innovative solutions. The exhibition is aimed to offer a business-to-business opportunity.
On a more socially conscious scale, the congress will also host a show of advertising campaigns from around the world under the banner of “Great ads for a better future.” The show will cover three main themes - “Taking care of our planet,” “Taking care of others” and “Taking care of yourself” and comprises 350 campaigns from 137 advertising agencies in 37 countries.
