Saudi Vision 2030 changed everything, says CEO of Publicis Communications KSA

Adel Baraja brought over 2 decades of global experience. (Supplied)
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Updated 26 April 2024
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Saudi Vision 2030 changed everything, says CEO of Publicis Communications KSA

  • Adel Baraja brought over 2 decades of global experience
  • Role includes overseeing the group’s Saudi operations, fostering talent

DUBAI: Advertising and marketing network Publicis Groupe appointed Adel Baraja as CEO of Publicis Communications Saudi Arabia in late February as part of its efforts to strengthen its presence in the Kingdom.

Publicis Communications is the creative communications arm of the network housing agencies such as Leo Burnett and Saatchi & Saatchi.

The appointment reinforced Publicis Groupe Middle East’s commitment to accelerating growth within Saudi Arabia while enhancing collaboration and expanding capabilities to deliver transformative work for clients.

Baraja brought with him 22 years of global advertising and brand-building experience.

He had started his professional life in engineering before realizing it was not for him.

He told Arab News: “I wanted to be with clients and that’s when I took my first pivot toward client management (and) sales, and I found my calling in marketing.”

He spent his early days working across advertising agencies in Germany, Spain, and Portugal, before returning to Saudi Arabia where he first interacted with Publicis Groupe. At the time he was hoping to find a job at Leo Burnett, but turned out to be a better fit for one of its clients, Saudi Telecom Company.

He then took a break from advertising agencies to work across industries in companies like Dow Chemical and Volkswagen.

And then, he said, came a “critical moment” in his career.

He added: “I never considered (working in) government before, but six months prior Vision 2030 was introduced, and that was everything.

“It was a meticulous plan — a road map towards something that I had never experienced or seen before. So, I got my first role in government in 2017.”

He led the newly established promotion and nation-branding sector at the Saudi Export Development Authority, growing the Saudi Made portfolio of companies from 20 to more than 2,000 companies during his tenure.

He also held the position of deputy minister of investment promotion at the Ministry of Investment before joining Publicis Groupe Middle East.

Communications had always been a “savvy topic” in the Kingdom, but it was heavily focused on and driven by the private sector, he said.

Vision 2030 changed it all, and “the government sector became a big spender in the communication sector and a driver to creativity,” he added.

With these changes, the demand for local talent is higher now than ever before, and fostering that talent is a strong priority for Baraja and Publicis Groupe.

Baraja is tasked with overseeing the integrated growth strategy of Publicis Communications in his new role, as well as working with educational institutions to empower Saudi youth for careers in advertising, media, and digital marketing.

He said that Bassel Kakish, CEO at Publicis Groupe Middle East and Turkiye, told him that the company needs to be developing and fostering local talent, hiring more locally, and ensuring gender equality, training more women in the advertising and creative industries.

Baraja said: “We are competing against other industries to get that share of talent, so we need to promote our industry and our company.”

Looking ahead, the company is investing in the future, which means increased focus on technology through acquisitions such as that of tech company Epsilon in 2020 and e-commerce company Corra in 2023.

Publicis last year announced the acquisition of a full stake in Publicis Sapient AI Labs, an artificial intelligence research and development joint venture launched in 2020 which aims to strengthen Publicis Sapient’s data and AI capabilities.

Baraja added: “That kind of investment shows the focus toward the future and the transformation of the business.”

There is a lot of discussion around AI replacing marketing and agencies, he said, but he believes: “We are well equipped to address this challenge and to prove that we can deliver even better communications, and better and well-designed campaigns and media performances.”


Italian journalist arrested in Iran: Rome

Updated 27 December 2024
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Italian journalist arrested in Iran: Rome

  • Cecilia Sala was detained on Dec. 19 by police in Tehran
  • Foreign ministry said it had been following case closely

ROME: Italy denounced Friday the “unacceptable” arrest of an Italian journalist in Iran, who her employer said was being held in solitary confinement in Tehran’s notorious Evin prison.
Cecilia Sala was detained on Dec. 19 by police in Tehran, the Italian foreign ministry said in a statement, adding that Italy’s ambassador, Paola Amadei, had visited her earlier Friday.
Defense Minister Giudo Crosetto said on X that her arrest was “unacceptable,” adding that Italy was using “high-level political and diplomatic action” to try to secure her release.
Chora Media, an Italian podcast publisher for which Sala worked, said she had left Rome for Iran on Dec. 12 with a journalism visa, and was due to return on December 20.
But she went quiet on Dec. 19 and then did not board her flight. Shortly afterward she called her mother to say she had been arrested, it said.
“She was taken to Evin prison, where dissidents are held, and the reason for her arrest has not yet been formalized,” Chora said in a statement.
Sala also worked for Italian newspaper Il Foglio, which said she had been in Iran “to report on a country she knows and loves.”
“Journalism is not a crime, even in countries that repress all freedoms, including those of the press. Bring her home,” it said.
Chora said it had not publicized her case until now in the hope that she would swiftly be returned home. It called for her immediate release.
The foreign ministry said it had been following the case closely and was working with Iranian authorities to clarify Sala’s situation, including the conditions of her detention.
Sala, reported to be 29-years-old, had been able to make two phone calls to relatives, it said, without giving further details.


Lebanese journalist Abir Rahal killed by husband before his suicide

Updated 27 December 2024
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Lebanese journalist Abir Rahal killed by husband before his suicide

  • The couple were at a Shariah court in the town of Shheem in Mount Lebanon to complete their divorce proceedings
  • Masoud fled the scene after shooting his wife at a close range

BEIRUT: Lebanese journalist Abir Rahal was shot to death by her husband inside a courthouse before he committed suicide, reported the state news agency NNA.

The couple were at a Shariah court in the town of Shheem in Mount Lebanon to complete their divorce proceedings after Rahal filed for separation from her husband, Khalil Masoud, according to media reports.

Masoud fled the scene after shooting his wife at a close range, posting a video on his Facebook account an hour later detailing their financial disputes over a local news website he claimed to have founded.

He also expressed his intent to commit suicide after the video is posted.

Security officers later found his body in his car after he shot himself with a gun in his possession.

“When you watch this video, I will have departed this world,” said Masoud.

He was transported to the government hospital in Sibline but succumbed to his injuries shortly afterward.

The couple are succeeded by their three children.


Palestinian TV says Israeli strike kills 5 journalists in Gaza

Updated 26 December 2024
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Palestinian TV says Israeli strike kills 5 journalists in Gaza

  • The Committee to Protect Journalists’ Middle East arm said the organization was devastated

GAZA: A Palestinian TV channel affiliated with a militant group said five of its journalists were killed Thursday in an Israeli strike on their vehicle in Gaza, with Israel’s military saying it had targeted a “terrorist cell.”
A missile hit the journalists’ broadcast truck as it was parked in the Nuseirat refugee camp in central Gaza, according to a statement from their employer, Al-Quds Today.
It is affiliated with Islamic Jihad, whose militants have fought alongside Hamas in the Gaza Strip and took part in the October 7, 2023 attack on Israel that sparked the war.
The channel identified the five staffers as Faisal Abu Al-Qumsan, Ayman Al-Jadi, Ibrahim Al-Sheikh Khalil, Fadi Hassouna and Mohammed Al-Lada’a.
They were killed “while performing their journalistic and humanitarian duty,” the statement said.
“We affirm our commitment to continue our resistant media message,” it added.
The Israeli military said in its own statement that it had conducted “a precise strike on a vehicle with an Islamic Jihad terrorist cell inside in the area of Nuseirat.”
It added that “prior to the strike, numerous steps were taken to mitigate the risk of harming civilians.”
According to witnesses in Nuseirat, a missile fired by an Israeli aircraft hit the broadcast vehicle, which was parked outside Al-Awda Hospital, setting the vehicle on fire and killing those inside.
The Committee to Protect Journalists’ Middle East arm said the organization was “devastated by the reports that five journalists and media workers were killed inside their broadcasting vehicle by an Israeli strike.”
“Journalists are civilians and must always be protected,” it added in a statement on social media.
The Palestinian Journalists Syndicate said last week that more than 190 journalists had been killed and at least 400 injured since the start of the war in Gaza.
It was triggered by the Hamas-led October 7 attack last year, which resulted in 1,208 deaths, mostly civilians, according to an AFP tally of Israeli official figures.
Israel’s retaliatory military campaign has killed at least 45,361 people in Gaza, a majority of them civilians, according to figures from the Hamas-run territory’s health ministry that the UN considers reliable.


Palestinian Authority clashes with Al Jazeera over Jenin coverage

Updated 25 December 2024
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Palestinian Authority clashes with Al Jazeera over Jenin coverage

  • Palestinian Authority security forces have battled Islamist fighters in Jenin, as they try to control one of the historic centers of militancy in the West Bank ahead of a likely shakeout in Palestinian politics after the Gaza war

JERUSALEM: Al Jazeera television has clashed with the Palestinian Authority over its coverage of the weeks-long standoff between Palestinian security forces and militant fighters in the occupied West Bank city of Jenin.
Fatah, the faction which controls the Palestinian Authority, condemned the Qatari-headquartered network, which has reported extensively on the clashes in Jenin, saying it was sowing division in “our Arab homeland in general and in Palestine in particular.” It encouraged Palestinians not to cooperate with the network.
Israel closed down Al Jazeera’s operations in Israel in May, saying it threatened national security. In September, it ordered the network’s bureau in Ramallah, to close for 45 days after an intelligence assessment that the offices were being used to support terrorist activities.
“Al Jazeera has successfully maintained its professionalism throughout its coverage of the unfolding events in Jenin,” it said in a statement on Tuesday.
Palestinian Authority security forces have battled Islamist fighters in Jenin, as they try to control one of the historic centers of militancy in the West Bank ahead of a likely shakeout in Palestinian politics after the Gaza war.
Forces of the PA, which exercises limited self-rule in the West Bank, moved into Jenin in early December, clashing daily with fighters from Hamas and Islamic Jihad, both of which are supported by Iran.
The standoff has fueled bitter anger on both sides, deepening the divisions which have long existed between the Palestinian factions and their supporters.
Al Jazeera said its broadcasts fairly presented the views of both sides.
“The voices of both the Palestinian resistance and the Spokesperson of the Palestinian National Security Forces have always been present on Al Jazeera’s screens,” Al Jazeera said.
 

 


‘Like a dream’: AFP photographer’s return to Syria

Syrian AFP photographer Sameer Al-Doumy talks with people from his old neighborhood in the city of Douma near Damascus.
Updated 25 December 2024
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‘Like a dream’: AFP photographer’s return to Syria

  • “We didn’t dare to imagine that Assad could fall because his presence was so anchored in us,” said Al-Doumy
  • Award-winning photographer has spent the last few years covering migrant crisis for AFP’s Lille bureau in northern France

DOUMA: AFP photographer Sameer Al-Doumy never dreamed he would be able to return to the hometown in Syria that he escaped through a tunnel seven years ago after it was besieged by Bashar Assad’s forces.
Douma, once a militant stronghold near Damascus, suffered terribly for its defiance of the former regime, and was the victim of a particularly horrific chemical weapons attack in 2018.
“It is like a dream for me today to find myself back here,” he said.
“The revolution was a dream, getting out of a besieged town and of Syria was a dream, as it is now being able to go back.
“We didn’t dare to imagine that Assad could fall because his presence was so anchored in us,” said the 26-year-old.
“My biggest dream was to return to Syria at a moment like this after 13 years of war, just as it was my biggest dream in 2017 to leave for a new life,” said the award-winning photographer who has spent the last few years covering the migrant crisis for AFP’s Lille bureau in northern France.
“I left when I was 19,” said Sameer, all of whose immediate family are in exile, apart from his sister.
“This is my home, all my memories are here, my childhood, my adolescence. I spent my life in Douma in this house my family had to flee and where my cousin now lives.
“The house hasn’t changed, although the top floor was destroyed in the bombardments.
“The sitting room is still the same, my father’s beloved library hasn’t changed. He would settle down there every morning to read the books that he had collected over the years — it was more important to him than his children.
“I went looking for my childhood stuff that my mother kept for me but I could not find it. I don’t know if it exists anymore.
“I haven’t found any comfort here, perhaps because I haven’t found anyone from my family or people I was close to. Some have left the country and others were killed or have disappeared.
“People have been through so much over the last 13 years, from the peaceful protests of the revolution, to the war and the siege and then being forced into exile.
“My memories are here but they are associated with the war which started when I was 13. What I lived through was hard, and what got me through was my family and friends, and they are no longer here.
“The town has changed. I remember the bombed buildings, the rubble. Today life has gone back to a kind of normal as the town waits for people to return.”
Douma was besieged by Assad’s forces from the end of 2012, with Washington blaming his forces for a chemical attack in the region that left more than 1,400 people dead the following year.
Sameer’s career as a photojournalist began when he and his brothers began taking photos of what was happening around them.
“After the schools closed I started to go out filming the protests with my brothers here in front of the main mosque, where the first demonstration in Douma was held after Friday prayers, and where the first funerals of the victims were also held.
“I set up my camera on the first floor of a building which overlooks the mosque and then changed my clothes afterwards so I would not be recognized and arrested. Filming the protests was banned.
“When the security forces attacked, I would take the SIM card out of my phone and the memory card out of my camera and put them in my mouth.”
That way he could swallow them if he was caught.
In May 2017, Sameer fled through a tunnel dug by the militants and eventually found himself in Idlib with former fighters and their families.
“I took the name Sameer Al-Doumy (Sameer from Douma) to affirm that I belonged somewhere,” even though he was exiled, he said. “I stopped using my first name, Motassem, to protect my family living in Damascus.
“In France I have a happy and stable life. I have a family, friends and a job. But I am not rooted to any particular place. When I went back to Syria, I felt I had a country.
“When you are abroad, you get used to the word ‘refugee’ and you get on with your life and make a big effort to integrate in a new society. But your country remains the place that accepts you as you are. You don’t have to prove anything.
“When I left Syria, I never thought one day I would be able to return. When the news broke, I couldn’t believe it. It was impossible Assad could fall. Lots of people are still in shock and are afraid. It is hard to get your head around how a regime that filled people with so much fear could collapse.
“When I returned to the Al-Midan district of Damascus (which had long resisted the regime), I could not stop myself crying.
“I am sad not to be with my loved ones. But I know they will return, even if it takes a while.
“My dream now is that one day we will all come together again in Syria.”