WARC Prize for MENA Strategy announces 2021 winners

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Updated 20 August 2021
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WARC Prize for MENA Strategy announces 2021 winners

  • TBWA\RAAD and KFC MENA win Grand Prix

DUBAI: The World Advertising Research Center has announced the winners for the 2021 WARC Prize for MENA Strategy. The award was launched five years ago with the aim of encouraging strategic thinkers and planners to generate inspiring work.

This year, there were 21 entries shortlisted for both international brands including Burger King, Facebook, Knorr and Mastercard, and local brands, such as Almosafer, An-Nahar, Diari and Lotto Libanais. The jury panel of 16 industry experts was chaired by Peter DeBenedictis, chief marketing officer of Microsoft, Middle East and Africa.

This year’s Grand Prix went to TBWA\RAAD and the KFC MENA “Shift +K+F+C” campaign, which provided a unique cheat code that helped users score a limited-edition menu item. The campaign also won the Special Award for Pivot to Digital.

“We are honored to receive the Grand Prix in effectiveness at the WARC Prize for MENA Strategy for our ‘Shift +K+F+C’ campaign, which drove great affinity with gamers in the region,” said Ozge Zoralioglu, chief marketing officer, KFC MENA.

The campaign saw KFC leverage its own online ordering process to connect with gamers in Saudi Arabia. With a few tweaks to the website’s code — and zero production costs — KFC programmed the code, Shift+K+F+C, into its website as a shortcut to accelerate the online ordering process and unlock a special menu item.

The campaign tapped into the emerging gaming culture in the Kingdom and was promoted exclusively through Twitch and gaming influencers.

“‘Shift +K+F+C’ perfectly demonstrates how a simple idea with a modest budget, coupled with a disruptive, innovative strategy can effectively resonate with its audience, drive traffic and generate sales,” said Jennifer Fischer, chief innovation officer at TBWA\RAAD.

She added that the campaign “gave us a deep understanding of the gaming community and set us on track for many more meaningful ways to engage with gaming culture and deliver on their needs.”

Among the other winners, FP7 McCann bagged the most awards across Egypt, the UAE, Saudi Arabia, and Tunisia including two Gold, one Silver and three Bronze. The Gold-winning campaigns “A Dad’s Job” for Landmark Group’s Home Centre and “Rooftop Farms” for Knorr also won The Brand Rebel and Long-Term Strategy awards respectively.

Wunderman Thompson won a Gold and a Silver for its campaigns for Burger King, “The Doppelganger” in Saudi and “Pay Cut Whopper” in the UAE, as well as another Silver for the “Noise-O-Meter” campaign for Bose UAE.

The full list of winners is:

GOLD

Campaign: A Dad’s Job

Agency: FP7 McCann Dubai

Brand: Home Centre

 

Campaign: Rooftop Farms

Agency: FP7 McCann Cairo

Brand: Knorr

 

Campaign: The Doppelganger

Agency: Wunderman Thompson KSA

Brand: Burger King

 

SILVER

Campaign: Pay Cut Whopper

Agency: Wunderman Thompson Dubai

Brand: Burger King

 

Campaign: Noise-O-Meter

Agency: Wunderman Thompson Dubai

Brand: Bose

 

Campaign: Thank You Russia

Agency: TBWA\RAAD

Brand: LADA

 

Campaign: Mars Shot

Agency: FP7 McCann Dubai

Brand: Emirates Nation Brand (Government of UAE)

 

BRONZE

Campaign: Stories of Mecca

Agency: FP7 McCann Riyadh

Brand: Almosafer

 

Campaign: Dream Number

Agency: Impact BBDO

Brand: Lotto Libanais

 

Campaign: The New National Anthem Edition

Agency: Impact BBDO & OMD

Brand: An-Nahar

 

Campaign: The Man Who Never Got Anything Back

Agency: Momentum Riyadh

Brand: Emirates NBD

 

Campaign: Neb Adventures

Agency: McCann Health & FP7 McCann Dubai

Brand: AstraZeneca           

 

Campaign: A Journey Across Tunisia

Agency: FP7 McCann Tunis & Dubai

Brand: Diari                        


Pope Francis warns of ‘fanaticism, hatred’ in social media

Pope Francis (R) waves as he leaves the weekly general audience at Paul-VI hall in the Vatican on January 22, 2025. (AFP)
Updated 25 January 2025
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Pope Francis warns of ‘fanaticism, hatred’ in social media

  • The pope’s admonition comes as X, owned by Elon Musk, has been accused of spreading false information while interfering in European politics, in particular for attacking leaders including German Chancellor Olaf Scholz and British Prime Minister Keir Starm

VATICAN CITY: Pope Francis denounced an era of “disinformation and polarization” on Friday in a message for World Communications Day, as he criticized powerful social networks creating “fanaticism and even hatred.”
In saluting journalists, he spoke of their collective responsibility working “in these our times, characterised by disinformation and polarization, as a few centers of power control an unprecedented mass of data and information.”
The 88-year-old pope — who has warned in the past of the dangers of new technologies, including social media and artificial intelligence — did not cite Facebook or X by name, but his target was evident.
“Too often today, communication generates not hope, but fear and despair, prejudice and resentment, fanaticism and even hatred,” the pope wrote in his message.
“All too often it simplifies reality in order to provoke instinctive reactions; it uses words like a razor; it even uses false or artfully distorted information to send messages designed to agitate, provoke or hurt.”

FASTFACTS

• The 88-year-old pope — who has warned in the past of the dangers of new technologies, including social media and artificial intelligence — did not cite Facebook or X by name, but his target was evident.

• In a speech quoting Martin Luther King Jr., Francis said he dreamed of ‘communication that does not peddle illusions or fears, but is able to give reasons for hope.

The pope’s admonition comes as X, owned by Elon Musk, has been accused of spreading false information while interfering in European politics, in particular for attacking leaders including German Chancellor Olaf Scholz and British Prime Minister Keir Starmer.
The billionaire also used his platform and vast wealth to help propel Donald Trump to the White House.
Meta has also come under fire after its chief Mark Zuckerberg said this month that Facebook would end its third-party fact-checking program in the United States, in what critics warned would further fuel false information online.
In a speech quoting Martin Luther King Jr., Francis said he dreamed of “communication that does not peddle illusions or fears, but is able to give reasons for hope.”
He warned, however, of algorithms that feed social media users information that is specifically catered to their interests and prejudices.
Such “digital systems... by profiling us according to the logic of the market, modify our perception of reality,” he said.
“As a result, we witness, often helplessly, a sort of atomization of interests that ends up undermining the foundations of our existence as a community, our ability to join in the pursuit of the common good, to listen to one another and to understand each other’s point of view.”
Earlier this month, in his New Year’s address to Vatican diplomats, Francis lamented increasing polarization in society, “aggravated by the continuous creation and spread of fake news.”
Francis himself is a frequent target of unfounded rumors and manipulated photos online.

 


Fearless Saudi 13-year-old launches Vision 2030 podcast

Updated 24 January 2025
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Fearless Saudi 13-year-old launches Vision 2030 podcast

  • Teenager aims to educate the public about Kingdom’s vision
  • Overcame public speaking fears to become podcaster

RIYADH: Saudi Linda Al-Faisal, who is only 13, aims to make an impact through her podcast, Linda Vision 2030, with each episode featuring a guest trailblazer.

Through her podcast, she connects with thousands of local and international subscribers, engaging in conversations about the Kingdom’s vision.

In her first episode, titled “How Saudi Arabia Became a Global Hub,” she discusses the projects being driven by the Kingdom, led by Crown Prince Mohammed bin Salman, claiming “Saudi Arabia is no longer the land you once knew.”

In her third episode, Al-Faisal interviewed Tamim Turki, a teenage Saudi sports presenter.

Then, in her fourth episode, Al-Faisal sat down Hassan Yusuf, program director for Saudi Arabia’s Real Madrid foundation, where the pair discussed the role of youth in achieving the goals of Vision 2030.

When she was five years old, Al-Faisal was interested in becoming a ballerina, and after being enrolled in classes she later fulfilled her childhood dream. Today, she is a ballerina as well as a podcast host.

Influenced by her friends, who have their own podcast, Al-Faisal decided to create her own platform.

“Why I chose (the topic of) Vision 2030 is because many people don’t know what it talks about or what is going to happen. So, I decided to search and learn more about Vision 2030 so I can teach the people.

“The biggest goal that I want to achieve from my podcast is that I want to make every listener feel proud with all the developments and changes happening in Saudi Arabia.”

After years of presenting at school, facing her fears, Al-Faisal became a natural public speaker, learning communication techniques through observation and practice to become an effective presenter.

“I used to be nervous while presenting during my first time in school. We all learn from our mistakes, and I learned from mine and became stronger. The speeches I used to present in school made me more powerful.”

Al-Faisal’s ballet talent earned her third place in the “Creative Journey Around the Kingdom,” a program launched by the General Entertainment Authority in collaboration with MBC Academy, which sets out to identify local talent.

Al-Faisal’s message to teenagers is to keep dreaming and always stay positive.

“Do not let negative thinking destroy you. Always focus on yourself because you are the main character of your life.”


Sky News Arabia opens new headquarters, announces fresh programming

Updated 23 January 2025
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Sky News Arabia opens new headquarters, announces fresh programming

DUBAI: Sky News Arabia, part of media group IMI, has opened its new headquarters in the same building as the IMI HQ on Yas Island, Abu Dhabi.

The new HQ features advanced broadcasting studios fitted with the latest AI technologies, the company said.

Sky News Arabia has also launched a new programming grid covering politics, lifestyle, sports, business and entertainment.

The announcements come 12 years after the channel’s launch.

They mark a new chapter that “embodies our forward-thinking strategy to anticipate and exceed audience expectations by embracing cutting-edge technologies and delivering diverse, engaging programming that transcends borders, setting new benchmarks for excellence,” said Rani Raad, CEO of IMI and president and operating partner of Redbird IMI.

The company has been working over the past year to elevate “the way each of the media companies within our network engage with audiences, to ensure we continue to deliver content that truly resonates,” he added.

The new programming will include shows such as “Studio One” hosted by Fadila Souissi, which will highlight political and societal issues, and the “Emad Eldin Adib” show, which will focus on politics in the Arab world.

Sky News Arabia is also expanding its lineup of non-political shows. The “Al Sabah Show” will return, featuring segments on health, fashion, law, and celebrities. It will be hosted by Maha Abdullah, Ahmed Qassem, Hani Ziadeh, Christine Dagher and Lubna Mansour.

The show will extend to digital channels and social media platforms through 12 specifically tailored mini-segments.

“In an era of rapid change and information overload, we are committed to empowering our audience with the tools to navigate and discern credible news,” said Nadim Koteich, general manager of Sky News Arabia.

He added: “By providing transparent, engaging and diverse content across politics, economics, lifestyle and technology, we ensure that Sky News Arabia remains a credible source of information that meets the dynamic needs of our viewers.”


Benefits of AI economy must be equitably distributed, says UN tech envoy in Davos

Updated 23 January 2025
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Benefits of AI economy must be equitably distributed, says UN tech envoy in Davos

  • Amandeep Singh Gill seeks ‘global’ efforts to tackle digital divide
  • ‘We need to have a more collaborative and respectful approach’

DAVOS:The power of artificial intelligence and quantum computing must be harnessed to benefit nations across the world, not only developed economies, said Amandeep Singh Gill, the UN’s envoy on technology, on Thursday.

Speaking during a panel titled “From High-Performance Computing to High- Performance Problem Solving,” Gill said that countries in Africa, for example, hold less than 0.5 percent of graphic processing units worldwide.

Also participating in the discussion were Georges-Olivier Reymond, co-founder and CEO of PASQAL; Ana Paula Assis, senior vice president and chair IBM EMEA and Growth Markets; and Paul Alivisatos, president of the University of Chicago.

“My challenge is to convince policymakers who have limited resources to invest in the digital divide, data and AI and quantum development as well,” explained the envoy.

“There is a backlash against the neo-colonial situation, where the tech is developed in just a few geographies, and the rest of the world is takers of this tech. You can call it the sovereignty backlash … we need to have a more collaborative and respectful approach,” he added.

When asked by panel moderator Azeem Azhar, CEO of Exponential View, about the risk of uncertainty in the field of quantum computing, Gill said he sees an opportunity more than a risk.

“We are at an early stage in terms of the science and technology of developing things so different technologies might be used. A degree of uncertainty and diversity is important,” he added.

But the envoy emphasized the need to have a unified global force that would ensure everyone can participate in this area of technology.

“When we look at the global majority, not everyone will be able to use quantum computing, the cryptographic effort has to be global, it can’t be isolated,” he said.

Gill said the world is shifting toward quantum infrastructure in order to reduce energy consumption. According to the envoy, today’s AI systems consume a great deal of energy.

The UN deemed 2025 as the “International Year of Quantum Science and Technology.” This initiative aims to celebrate quantum mechanics and educate people on its impacts on technology, culture, and understanding of the world.


Al Jazeera says the Palestinian Authority arrested one of its reporters

Updated 23 January 2025
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Al Jazeera says the Palestinian Authority arrested one of its reporters

  • The Qatar-based news network reported that its reporter Mohammed Al-Atrash was arrested from his home

The Al Jazeera news network says the Palestinian Authority arrested one of its reporters after preventing him from covering an Israeli operation in the occupied West Bank.
The Qatar-based news network reported Thursday that its reporter, Mohammed Al-Atrash, was arrested from his home.
It said Palestinian security forces had earlier prevented him from reporting on a large Israeli military operation in Jenin, an epicenter of Israeli-Palestinian violence in recent years. The Palestinian Authority launched its own crackdown on militants in the city late last year.
There was no immediate comment from the Palestinian Authority.
Both Israel and the Western-backed Palestinian Authority banned Al Jazeera last year. Israel accuses it of being a mouthpiece of Hamas over its coverage of the war in the Gaza Strip and says some of its reporters are also militants.
The pan-Arab broadcaster has rejected the allegations and accused both Israel and the Palestinian Authority of trying to silence critical coverage.
The internationally recognized Palestinian Authority administers parts of the Israeli-occupied West Bank and cooperates with Israel on security matters. It is unpopular among Palestinians, with critics portraying it as a corrupt and authoritarian ally of Israel.