Creative agency SRMG Labs scoops 3 prizes at Dubai Lynx Awards

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Since launching in 2022, SRMG Labs has been consistently recognized for its creativity, winning Gold at last year’s Dubai Lynx Awards for its campaign for the King Salman Center for Disability Research. (Supplied)
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Since launching in 2022, SRMG Labs has been consistently recognized for its creativity, winning Gold at last year’s Dubai Lynx Awards for its campaign for the King Salman Center for Disability Research. (Supplied)
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Updated 08 March 2024
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Creative agency SRMG Labs scoops 3 prizes at Dubai Lynx Awards

  • Agency won two gold awards in “Outdoor,” and “Print and Publishing” categories, along with one silver in “Brand Experience and Activation”
  • “Recognition is a reminder of the endless possibilities that lie ahead in shaping the regional and global industry landscape,” said SRMG Labs Chief

RIYADH: SRMG Labs, the creative and innovation agency founded by SRMG, won three awards at The Dubai Lynx Awards, the region’s largest creative festival organized by Cannes Lions. SRMG Labs wins included two Gold Dubai Lynx Awards in Outdoor, and Print and Publishing, recognizing their innovative “Newspaper Courts” campaign for Arriyadiyah. Additionally, SRMG Labs clinched a Silver Dubai Lynx Award in Brand Experience and Activation, earned through the captivating “Dark Minds” Ransom Billboards campaign for Asharq Discovery.  

SRMG Labs aimed to capture the attention of true crime enthusiasts worldwide with a groundbreaking campaign to launch Dark Minds, the first show spotlighting the motives, and psychological and societal complexities behind the horrific crimes committed by serial killers from the MENA region. 

Instead of using a traditional approach, SRMG Labs orchestrated the biggest outdoor heist in Middle Eastern History. Adopting the appearance and style of a mysterious ransom note, the team collaborated with several household brands to cut letters from their billboards across Beirut. These billboards, now missing letters, prompted various reactions from the public, ranging from curiosity and speculation to amusement. As anticipation and interest increased across traditional, digital and social media, Asharq Discovery revealed its new billboard, marking the creation of the largest ransom note ever and unveiling the show’s name: Dark Minds. 

Furthermore, SRMG Labs’ two Gold Dubai Lynx Awards for Arriyadiyah’s Newspaper Courts campaign showcases its commitment to impactful creative campaigns. Launched to celebrate World Health Day 2023, Arriyadiyah printed the world’s first newspaper for people to play sports on. This transformed parts of cities in Saudi Arabia into football and basketball, and other sporting arenas, encouraging everyone to take a moment away from their usual routines and get active. The campaign supported Saudi Arabia’s Vision 2030 Quality of Life Programme, aiming to reducing obesity by increasing participation in sports and athletics.  

Commenting on the achievement, Fadi Mroue, Chief Creative Officer of SRMG & Managing Director of SRMG Labs, said: “I’m incredibly proud of the SRMG Labs team for their creativity and relentless dedication to innovation. Winning these prestigious awards is a testament to our ingenuity and commitment to pushing the boundaries of what is possible.”

Mroue added: “In a time of rapid technological advancements, it is now more important than ever for unconventional campaigns that creatively evoke the curiosity of audiences and their evolving interests. Our 'Dark Minds’ and ‘Newspaper Courts’ campaigns exemplify our team's ability to create these impactful experiences that resonate with audiences on a profound level. This recognition is not just a celebration of our achievements, but also a reminder of the endless possibilities that lie ahead, as we aspire to shape the future of storytelling, from the Kingdom to the world.” 

Since launching in 2022, SRMG Labs has been consistently recognized for its creativity, winning Gold at last year’s Dubai Lynx Awards for its campaign for the King Salman Center for Disability Research. While its business strategy initially centred around fulfilling the Group’s requirements, today SRMG Labs is a full-service agency, servicing clients in the Kingdom and the region. In 2023, SRMG Labs partnered with the Royal Commission for Riyadh City (RCRC) to develop a campaign promoting Riyadh’s candidacy for Expo 2030, which concluded successfully with the city being selected to host the event. These achievements are part of a broader effort to strengthen collaboration with major partners, while also pursuing SRMG’s mission of becoming the leading integrated media provider in the region by 2025.


South Sudan lifts suspension of Facebook and TikTok

Updated 28 January 2025
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South Sudan lifts suspension of Facebook and TikTok

  • Ban was imposed last week following the circulation of videos depicting the alleged killings of South Sudanese nationals in Sudan

JUBA: South Sudan authorities have lifted the temporary ban on Facebook and TikTok, which was imposed last week following the circulation of videos depicting the alleged killings of South Sudanese nationals in Sudan.
The graphic images, which sparked violent protests and retaliatory killings across the country, have been removed from the social media platforms, the National Communications Authority said in a Jan.27 letter to telecoms and Internet providers
“The rise of violence linked to social media content in South Sudan underscores the need for a balanced approach that addresses the root causes of online incitement while protecting the rights of the population,” Napoleon Adok Gai, the director of the National Communications Authority, said in the letter.
Rights groups blamed the Sudanese army and its allies for ethnically-targeted attacks on civilians in Sudan’s El Gezira state earlier this month, after they captured the state capital Wad Madani from the paramilitary Rapid Support Forces.
The Sudanese army condemned what it called “individual violations,” which were captured on video and shared widely on social media.


Pakistan outlaws disinformation with 3-year jail term

Updated 28 January 2025
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Pakistan outlaws disinformation with 3-year jail term

  • The law was rushed through the National Assembly with little warning last week

ISLAMBAD: Pakistan criminalized online disinformation on Tuesday, passing legislation that enshrines punishments of up to three years in prison, a decision journalists say is designed to crack down on dissent.
“I have heard more ‘yes’ than ‘no’, so the bill is approved,” Syedaal Khan, deputy chair of Pakistan’s Senate, said amid protest from the opposition and journalists, who walked out of the gallery.
The law targets anyone who “intentionally disseminates” information online that they have “reason to believe to be false or fake and likely to cause or create a sense of fear, panic or disorder or unrest.”
The law was rushed through the National Assembly with little warning last week before being presented to the Senate on Tuesday, and will now pass to the president to be rubber stamped.


Trump says Microsoft is in talks to acquire TikTok

Updated 28 January 2025
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Trump says Microsoft is in talks to acquire TikTok

US President Donald Trump told reporters on Monday that Microsoft is in talks to acquire TikTok and that he would like to see a bidding war over the app.
Microsoft and TikTok did not immediately respond to Reuters’ requests for a comment outside regular business hours.
Trump has previously said that he was in discussions with several parties about purchasing TikTok and expects to make a decision on the app’s future within the next 30 days.
The app, which has about 170 million American users, was briefly taken offline just before a law requiring ByteDance to either sell it on national security grounds or face a ban took effect on Jan. 19.
Trump, after taking office on Jan. 20, signed an executive order seeking to delay by 75 days the enforcement of the law that was put in place after US officials warned that there was a risk of Americans’ data being misused under ByteDance.


DeepSeek: Chinese AI firm sending shock waves through US tech

Updated 28 January 2025
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DeepSeek: Chinese AI firm sending shock waves through US tech

  • The program has shaken up the tech industry and hit US titans including Nvidia, the AI chip juggernaut that saw nearly $600 billion of its market value erased, the most ever for one day on Wall Street

BEIJING: Chinese firm DeepSeek’s artificial intelligence chatbot has soared to the top of the Apple Store’s download charts, stunning industry insiders and analysts with its ability to match its US competitors.
The program has shaken up the tech industry and hit US titans including Nvidia, the AI chip juggernaut that saw nearly $600 billion of its market value erased, the most ever for one day on Wall Street.
Here’s what you need to know about DeepSeek:
DeepSeek was developed by a start-up based in the eastern Chinese city of Hangzhou, known for its high density of tech firms.
Available as an app or on desktop, DeepSeek can do many of the things that its Western competitors can do — write song lyrics, help work on a personal development plan, or even write a recipe for dinner based on what’s in the fridge.
It can communicate in multiple languages, though it told AFP that it was strongest in English and Chinese.
It is subject to many of the limitations seen in other Chinese-made chatbots like Baidu’s Ernie Bot — asked about leader Xi Jinping or Beijing’s policies in the western region of Xinjiang, it implored AFP to “talk about something else.”
But from writing complex code to solving difficult sums, industry insiders have been astonished by just how well DeepSeek’s abilities match the competition.
“What we’ve found is that DeepSeek... is the top performing, or roughly on par with the best American models,” Alexandr Wang, CEO of Scale AI, told CNBC.
That’s all the more surprising given what is known about how it was made.
In a paper detailing its development, the firm said the model was trained using only a fraction of the chips used by its Western competitors.
Analysts had long thought that the United States’ critical advantage over China when it comes to producing high-powered chips — and its ability to prevent the Asian power from accessing the technology — would give it the edge in the AI race.
But DeepSeek researchers said they spent only $5.6 million developing the latest iteration of their model — peanuts when compared with the billions US tech giants have poured into AI.
Shares in major tech firms in the United States and Japan have tumbled as the industry takes stock of the challenge from DeepSeek.
Chip making giant Nvidia — the world’s dominant supplier of AI hardware and software — closed down seventeen percent on Wall Street on Monday.
And Japanese firm SoftBank, a key investor in US President Donald Trump’s announcement of a new $500 billion venture to build infrastructure for artificial intelligence in the United States, lost more than eight percent.
Venture capitalist Marc Andreessen, a close adviser to Trump, described it as “AI’s Sputnik moment” — a reference to the Soviet satellite launch that sparked the Cold War space race.
“DeepSeek R1 is one of the most amazing and impressive breakthroughs I’ve ever seen,” he wrote on X.
Like its Western competitors Chat-GPT, Meta’s Llama and Claude, DeepSeek uses a large-language model — massive quantities of texts to train its everyday language use.
But unlike Silicon Valley rivals, which have developed proprietary LLMs, DeepSeek is open source, meaning anyone can access the app’s code, see how it works and modify it themselves.
“We are living in a timeline where a non-US company is keeping the original mission of OpenAI alive — truly open, frontier research that empowers all,” Jim Fan, a senior research manager at Nvidia, wrote on X.
DeepSeek said it “tops the leaderboard among open-source models” — and “rivals the most advanced closed-source models globally.”
Scale AI’s Wang wrote on X that “DeepSeek is a wake up call for America.”
Beijing’s leadership has vowed to be the world leader in AI technology by 2030 and is projected to spend tens of billions in support for the industry over the next few years.
And the success of DeepSeek suggests that Chinese firms may have begun leaping the hurdles placed in their way.
Last week DeepSeek’s founder, hedge fund manager Liang Wenfeng, sat alongside other entrepreneurs at a symposium with Chinese Premier Li Qiang — highlighting the firm’s rapid rise.
Its viral success also sent it to the top of the trending topics on China’s X-like Weibo website Monday, with related hashtags pulling in tens of millions of views.
“This really is an example of spending a little money to do great things,” one user wrote.


Dubai Lynx expands talent training program Young Lynx Academy to Saudi Arabia

Updated 27 January 2025
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Dubai Lynx expands talent training program Young Lynx Academy to Saudi Arabia

  • Winners will be recognized at the Dubai Lynx Awards ceremony on April 9 in Dubai

DUBAI: Dubai Lynx, a prominent creative festival and awards program organized by Cannes Lions, has announced the launch of the Saudi edition of its annual Young Lynx Academy, in partnership with multinational advertising conglomerate Publicis Groupe Middle East.

“Saudi Arabia’s creative industry is at a pivotal moment, driven by ambition and a growing appetite for world-class creative excellence,” Adel Baraja, CEO of Publicis Communications KSA, told Arab News.

He added: “The market is brimming with untapped potential, and we believe initiatives like Young Lynx Academy will play a crucial role in shaping the future of creativity in the Kingdom.”

The Dubai edition will be held on April 7 and 8, and the Saudi edition will take place at Snap Inc.’s Riyadh office from Feb. 18 to 19.

“The Riyadh edition of the Young Lynx Academy, in partnership with Publicis Groupe Middle East, is designed to be an immersive experience that challenges young professionals to think creatively and push their boundaries,” Kamille Marchant, director of Dubai Lynx, told Arab News.

On the first day, participants will meet the mentors who will guide them through the event. The day will also feature keynote speeches from industry experts, networking opportunities, and an introduction to the “centerpiece” of the event, a 24-hour hack challenge, Marchant explained.

On the second day, participants will focus on tackling the brief and present their ideas to a panel of judges. They will be required to work collaboratively on a real-world brief under time constraints, which encourages not just innovative thinking but also teamwork, adaptability, and problem-solving under pressure, she added.

The event will conclude with the announcement of the winning presentation.

Applications are now open, and the winners will be recognized at the Dubai Lynx Awards ceremony on April 9 at the Emirates Golf Club.