How to get ahead in advertising: Riyadh workshops look into the future
Advertising experts and business owners have met in Riyadh to learn how to build sustainable brands that put people first.
Thomas Kolster, the founder of the Goodvertising movement, told attendees at the first Saudi Advertising and Creativity Forum that the future of marketing was getting people to buy more but lead better, climate-friendly lives.
He covered public speaking, creating effective brands in the Middle East and how to crack a creative brief at his workshop, “Learn how to fight purpose fatigue and create an authentic people-first brand.
“What I wanted to bring into the workshop was where brands are heading and the future of brands,” he told Arab News. “I think that the key lesson is really how to build meaningful brands that play an important role in people’s lives.”
Climate change, ethical products, health and consumer behavior were among the topics discussed in the workshop.
Kolster, on his second visit to Saudi Arabia, said it was “really interesting to see the change and accelerated changes that have happened with the commitments shared in the Kingdom.”
He said it was important to create emotional and simple marketing campaigns.
Kolster said that he would discuss on Tuesday “not only nudging people to buy more but also how to actually live better lives and climate-friendly lives.”
Nora Alolayan, a public health specialist who runs her own business, said she learned a lot from the workshop.
“My main interest in attending this workshop is to know how to market for a good advertisement,” she said. “This workshop is great to gain a wider understanding of the importance of sending a message for the brand to raise awareness in the community about important topics.”
Younes Elahdab, a senior brand specialist at Add Group, said that the session “worked my brain.
“The experience was really good. It was fun and it taught me the key messages,” he said. “I want to learn more about brands, to learn from Thomas, and at the same time, what I can do to make
our brand more well-known in the industry. I loved the experience.”
The three-day Advertising and Creativity Forum began on Sunday at the Riyadh International Convention and Exhibition Center.
It features 46 speakers, 16 panel discussions, 24 exhibition stands, and seven workshops led by industry experts.
It is hosted in partnership with the Riyadh Chambers Advertising Committee, Balaconah Creative Platform and the Creative Industry Summit.
Opportunities
The event gives people the chance to meet and talk with leaders in the creative industries, and influential people in Saudi and Egyptian markets.
It also provides creative and advertising experts from both countries the opportunity to share ideas and upgrade skills through events.
Riyadh Al-Zamil, a member of the board of directors of Riyadh Chamber of Commerce, said: “This event is in line with the changes the advertising industry is going through due to Saudi Vision 2030.”
Al-Zamil added that the Saudi market is one of the biggest and most diverse in the world and its buying power can help the growth of the advertising industry.
Mai Salama, the founding partner of the Creative Industry Summit, said that she found creativity everywhere in Saudi Arabia.
She added: “The local talent here make amazing things, and there is a synergy between Egyptian and Saudi minds.”
She said she was proud of partnering with Balaconah, the advertising committee at the Riyadh Chamber of Commerce, to present the summit’s first regional edition in the Kingdom.
Saudi and Egyptian companies participating in the event include The Bold Group, NU Digital Awards, Lavad, Matter Brand Consultancy, ANB, Al-Sefer Group, and the General Commission for Audiovisual Media.
For those interested in marketing, the General Commission for Audiovisual Media’s booth offered visitors the opportunity to register for a Mawthooq license. Recently launched, they allow users to obtain licenses to independently advertise on social media platforms.
Shouq Al-Harbi, marketing specialist for the Saudi marketing company Lavad, told Arab News that the summit was important in helping forge links with other creative companies in the country, and clients.
“Lavad is marketing by influencers. We present the influencer to the company and have a plan for the client that identifies the influencers who are best suited to the company based on analysis of the ads.
“We’re taking part in this event right here, at the interactive booth, where we play a game and give out gifts to guests,” Al-Harbi said.
Saudi marketing company The Bold Group hosted a creative booth giving visitors the chance to listen to the thoughts of its creative team.
The group’s creative conceptualizer, Ahmed Al-Dosari, said: “Our idea in the booth is that everyone here is competing to show their ideas, but we want to show you what we believe in the group, which is ideas.”