Sir Martin Sorrell, CEO of WPP, has entered into a strategic collaboration with King Abdullah Economic City. The marketing and communications giant was in Saudi Arabia this week to mark the start of a period of working together on key projects, including the development of The Brand Academy@KAEC. KAEC is establishing itself as a growing center of learning and youth professional empowerment in the Kingdom, and Sorrell brings with him a wealth of instrumental related experience. As the keynote speaker in the KAEC Time Forum held in Riyadh, Sorrell highlighted the growth in marketing and communications in Saudi Arabia and the Gulf region, drawing attention to the exceptionally high levels of digital usage and related opportunity. Sorrell, speaking to an exclusive audience of the country's top CEOs and CMOs, explained how Saudi Arabia through developments such as King Abdullah Economic City is now positioned to sit at the forefront of economic growth in the region, supported by a highly efficient infrastructure and a progressive approach to digital media. Sorrell, speaking on the opportunities ahead, said, “Saudi Arabia sees unparalleled levels of interaction on social media in the region, coupled by one of the youngest demographics globally. The opportunity to invest in talent development, content marketing, and engagement communication solutions is timely more than ever before.” Focusing on encouraging growth for young Saudis in this sector, KAEC and Sorrell announced two key projects. The first is an annual fellowship for the Top Ten Saudi Talents. In line with KAEC's mission to drive social economic development in through its global programs, this competition will place winners on assignments across Europe, Singapore and North America. The second is The Brand Academy@KAEC, where WPP will develop a curriculum and train staff, and KAEC will operate the state-of-the-art building and facilities. Fahd Al-Rasheed, Group CEO and Managing Director of KAEC, said “the aim is to develop 1000 trained talents for the Saudi Market before 2020. We are focused on bringing the best of Saudi Arabia through its people.” Fahd Hamidaddin, CMO of KAEC, reiterated this vision. “We recognize the need in the market and the aspiration for global growth of Saudi brands. Our aim is to fill the gap and fuel maximum growth through local talent. WPP's enormous growth in the industry is key evidence of their position to be our ideal partner in this venture.” — SG
