Riyadh to become Mideast advertising hub, says Martin Sorrell

British businessman Martin Sorrell is seen in Downing Street in London on March 12, 2020. (AFP)
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Updated 01 June 2021
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Riyadh to become Mideast advertising hub, says Martin Sorrell

  • Veteran adman who created world’s largest agency now works with NEOM and Qiddiya

RIYADH: Riyadh is set to become the advertising capital of the Middle East, according to Sir Martin Sorrell, the veteran adman who created the largest agency in the world.

Speaking on the sidelines of last week’s Tourism Recovery Summit in the Saudi capital, Sorrell told Arab News: “Originally I think you’d probably say the heart of the advertising marketing service industry was Beirut and then it moved to Dubai, and now it’s moving to Riyadh.”

Since Sorrell left WPP, the company he founded in 1985 and which became the biggest advertising and communications group in the world, he has made S4 Capital the fastest-growing digital advertising business in the sector.

“We look at the Middle East as a whole obviously, in which Saudi Arabia is a key part, and I think things have shifted over the years that I’ve been in the industry,” he said.

Sorrell said that recent moves by the Kingdom to insist companies wanting to do business with government agencies had to have a regional headquarters in Riyadh would be effective.

“It may be contentious, but you know if it’s the rules you’re probably going to have to respond to it because, in the context of the Middle East, obviously Saudi is extremely important, and on a global basis as well,” he said.

S4 Capital could join the rush to set up in Riyadh, he hinted. “Well, it depends on how things develop, but we’re putting a lot of effort into our operation here and Saudi Arabia is important in the context of the overall operation,” he said.

Sorrell’s new business has picked up clients in Saudi Arabia, including work for two of the big megaprojects, NEOM and the Qiddiya entertainment city. He said that the scope of the Kingdom’s ambitions in the Vision 2030 transformation strategy matched his own in the advertising business.

“They are hugely ambitious targets with a lot of pressure for performance and reaching those targets, so I think a hugely ambitious program. Is it achievable? Well, you know, I believe we’re setting ‘big hairy goals’ at S4, so I would agree with setting big hairy goals.”

He saw big opportunities in tourism in Saudi Arabia. “I think the tourism thing is just beginning. Listening to the minister, Ahmed Al-Khateeb, you think about Saudi tourism, and you realize they are starting with almost a clean sheet of paper, like we did at S4 three years ago. So, you’re not held back by the albatross of analog or historic structures or approaches,” he said.

Sorrell said that the biggest challenge Saudi Arabia faced in its tourism plans were constraints on human capital, with the need to educate, train and develop a local workforce to manage the strategy.

“You really have to be highly disruptive in this business and Saudi in a tourist sense can be highly disruptive. With NEOM you have the benefits of the old culture, the crossing point of three religions, the proximity to east and west. It has the tradition and the culture and the sea and the mountains and skiing in Saudi Arabia, all that. As a result, big changes will take place, but the issue is human capital,” he said.

Most of S4 Capital’s current business is in America, but Sorrell has big expansion plans in Asia, the Middle East and Africa. He estimated that digital advertising now accounted for half the global market, and that this would rise to 70 percent over the next five years.

Sorrell recently upgraded profit forecasts for S4 Capital after what he called “whopper” client wins, and now expects 30 percent profit growth this year, with markets expecting around $150 million profits on roughly $900 million of revenue.

The advertising veteran left WPP in acrimony after allegations of misconduct that he has repeatedly denied and which he said were driven by “personal animus.” He is still in legal dispute with the company he ran for 30 years over nonpayment of share awards.

WPP said that it was withholding the awards because of alleged media leaks by Sorrell. “That’s a bit rich coming from them,” he told Arab News.


KSrelief continues aid projects in Sudan, Yemen and Greece

Updated 7 sec ago
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KSrelief continues aid projects in Sudan, Yemen and Greece

RIYADH: The Kingdom’s aid agency KSrelief  continued its aid projects in Sudan Yemen and Greece.
In Sudan, KSrelief implemented a medical volunteer project for neurosurgery and spine surgery which ran from May 12 to May 17.
About 15 volunteer-specialists from various medical fields assisted in performing 26 surgeries, state news agency SPA reported. 
Meanwhile, the aid agency continued its humanitarian aid project in Yemen.
KSrelief provided a convoy of 330 relief trucks which delivered of over 5,752 tonnes critical supplies to people in 14 Yemeni governorates.  
The aid included food, medical supplies and shelter materials. 
Additionally, KSrelief donated 10 tonnes of dates to Greece, which was presented by Saudi ambassador to Greece Saad Al-Ammar to Athens.


How forest conservation is helping Saudi Arabia achieve its green objectives

Updated 18 May 2024
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How forest conservation is helping Saudi Arabia achieve its green objectives

  • By planting trees and protecting forests, the Kingdom promotes biodiversity and sustainable development
  • Forests provide habitats for hundreds of animal species and play a pivotal role in combating climate change 

JEDDAH: With its low annual rainfall, much of Saudi Arabia’s vast landscape is covered by desert, broken by occasional oases. In its mountainous regions, valleys, and along its coastline, however, the Kingdom is home to multiple forest ecosystems.

Forests play a pivotal role in combating climate change by acting as carbon sinks — storing carbon both above and below ground, thereby extracting it from the atmosphere, where it would otherwise contribute to the greenhouse effect.

Their significance in climate change adaptation and mitigation is also underscored by their role in creating local microclimates, providing habitats for a wealth of biodiversity, locking in freshwater resources, and preventing flash floods, landslides, and soil degradation.

Riyadh residents take part in a tree-planting project as part of the Greener Home initiative. (@Riyadh_Green/File)

Saudi Arabia’s National Center for Vegetation Cover Development and Combating Desertification is at the forefront of implementing the Kingdom’s strategic goals outlined in Vision 2030.

“Forests play a crucial role in mitigating climate change,” Samir Malaika, assistant director-general of the general administration of forests at NCVC told Arab News. “Saudi Arabia’s dry climate and geography hinder its efforts to conserve forests and promote plant growth.

“With most areas receiving minimal rainfall, forests struggle to thrive. The escalating impact of climate change exacerbates environmental stressors, hampering forest growth and regeneration efforts.”

The NCVC aims to elevate living standards by reducing pollution and facilitating the restoration of degraded environments. It is also committed to building resilience against natural hazards and defenses against harmful pests that could pose risks to vegetation.

Simultaneously, it prioritizes the sustainable development of the Kingdom’s natural resources. With seven ongoing initiatives, it aims to ensure the responsible and lasting utilization of resources in line with the nation’s sustainability objectives.

Among the center’s key initiatives under the Saudi Green Initiative is a scheme to plant some 10 billion trees — representing a significant step in the Kingdom’s reforestation effort.

The initiative for forest management and sustainable development by 2030 underscores a long-term commitment to nurturing and preserving woodland environments.

The phased approach to preserving and restoring vegetation in pasture areas reflects a strategic focus on addressing the specific ecological challenges faced by different ecosystems.

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Furthermore, the initiative for developing vegetation and infrastructure for 50 national parks highlights the importance of creating protected natural spaces while promoting biodiversity and ecotourism.

Moreover, the initiative to plant 7 million wild trees in royal reserves demonstrates a targeted effort to enhance the natural habitats within these pristine areas.

Engagement by the public and private sectors in vegetation development and combating desertification underscores the collaborative approach needed in order to achieve sustainable environmental goals.

One initiative of the National Center for Vegetation Cover Development and Combating Desertification with the aim of achieving sustainable forest management is to tap local community participation in agroforestry projects and by promotingecotourism. (Photo Courtesy: NCVC)

By harnessing the collective resources and expertise of various stakeholders, these initiatives aim to create a resilient and thriving ecosystem that benefits both present and future generations.

According to Malaika, Saudi Arabia boasts a forest coverage spanning approximately 2,768,050 hectares, primarily concentrated in the southern and southwestern regions, along riverbeds, and on the coastlines of the Red Sea and the Arabian Gulf.

These forest ecosystems are categorized into three primary types: mountain, valley, and mangrove.

Mountain forests

Mountain forests are predominantly located in the region spanning the Hijaz Mountains in Taif to Jazan in the south. These areas have neutral soil acidity and receive the highest rainfall and humidity levels, particularly evident in the southwest with denser forest cover.

The juniper tree has proudly stood as a symbol of picturesque beauty in Al-Baha region, adorning its slopes and mountain peaks with vibrant green hues. (SPA)

Forests are made up of several Juniperus plant species, typically found at altitudes of 2,000 meters and above. Additionally, Olea chrysophylla forests, characterized by wild olive trees with golden leaves, thrive at altitudes of 1,500 to 2,000 meters.

At lower altitudes, between 1,000 to 1,500 meters, Acacia plant species dominate the landscape.

Notably, terraced agriculture is a common feature of mountainous regions, facilitating crop fruit tree cultivation while aiding in water retention and soil protection. However, improper management can lead to land degradation, adversely affecting the surrounding forests.

DID YOUKNOW?

• Saudi Arabia is home to more than 63 unique ecosystems, ranging from mountainous regions to coastal lowlands.

• The Kingdom boasts a diverse array of wildlife, including 78 terrestrial mammal species and 499 species of bird.

• Coral reefs in Saudi Arabian waters host an impressive 266 species, contributing to marine biodiversity.

• With more than 6,500 species, Saudi Arabia’s invertebrate population testifies to the richness of its ecosystems.

• Saudi Arabia boasts three distinct forest ecosystems: mountain forest, valley forest, and mangrove forest.

Valley forests

Saudi Arabia’s topography features 179 valleys distributed across the country. Valley forests, mainly situated in semi-arid regions, are characterized by species such as Acacia ehrenbergiana, Acacia tortilis, Maerua crassifolia, several species of Commiphora, and Salvadora persica.

Additionally, oases and valleys are abundant with various Acacia species, Ziziphus spina-christi, Salvadora persica, Haloxylon persicum, trees, shrubs, and Hyphaene thebaica. 

Saudi Arabia’s topography features 179 valleys distributed across the country. (AN file photo)

Mangrove forests

Mangroves and coastal ecosystems tolerant to saltwater are predominantly located along the Red Sea coast, with other stretches found along the Arabian Gulf coast.

Despite the lack of comprehensive forest data, studies indicate significant degradation of the mangrove ecosystem.

Avicennia marina is the most prevalent species in mangrove forests, with Rhizophora mucronata being less common.

Besides these natural forests, the Kingdom is also host to many urban and cultivated woodlands in its parks and residential neighborhoods, planted to provide shade, reduce temperatures, and beautify city streets.

Despite the Kingdom’s diverse ecosystems, it faces significant challenges in preserving and expanding its forests, including limited resources, poor local management, insufficient nursery production to meet seedling demand, a lack of awareness about dumping and unauthorized grazing, and other irresponsible human activities.

The Saudi National Center for Wildlife is working to protect, develop, and restore ecosystems and biodiversity around the Kingdom, in addition to addressing risks related to plant and animal life.

Red Sea Global implemented a nursery project with the goal to have 50 million trees of Mangroves by 2030. (Red Sea Global photo/File)

According to Abdulmanea Al-Qahtani, invertebrates department director at the NCW, the Kingdom has 63 distinct ecosystems, encompassing a diverse range of landscapes, including mountains, plains, deserts, valleys, forests, seas, wetlands, plateaus, coastal areas, and marshes, all teeming with biodiversity.

The Kingdom is home to 78 species of terrestrial mammal, 499 species of bird, 136 species of reptile, seven species of amphibian, and more than 6,500 species of invertebrate.

In its waters, the Kingdom also offers habitats to 19 species of marine mammal, eight species of freshwater fish, 1,248 species of saltwater fish, and 266 species of coral

Unknown to many, Saudi Arabia is home to 78 species of terrestrial mammal, 499 species of bird, 136 species of reptile, seven species of amphibian, and more than 6,500 species of invertebrate. (NCW collage image)

The Saudi Green Initiative, launched by Crown Prince Mohammed bin Salman in 2021 under the Vision 2030 framework, aims to tackle threats to this rich biodiversity and foster sustainable development.

Key goals include transitioning to a sustainable economy by reducing carbon emissions, boosting renewable energy production, and bolstering conservation efforts.

Additionally, the initiative aims to enhance environmental protection, promote green technologies, and create green jobs to drive economic diversification and growth.
 

 


Saudi fund signs two loan agreements, inaugurates Hulhumale Island development in Maldives

Updated 17 May 2024
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Saudi fund signs two loan agreements, inaugurates Hulhumale Island development in Maldives

  • Al-Marshad participated in the partial inauguration of the Hulhulmale Island Development Project

MALE: CEO of the Saudi Fund for Development Sultan bin Abdulrahman Al-Marshad signed on Friday two development loan agreements with the Maldives’ Minister of Finance Dr. Mohammed Shafiq. These agreements will contribute to financing the Velana International Airport development project with a value of $100 million and the healthcare sector development project in the Maldives with a value of $50 million, provided by fund.

Additionally, Al-Marshad participated in the partial inauguration of the Hulhulmale Island Development Project, which the SFD is contributing to financing through a soft development loan worth $80 million. The event was also attended by Saudi Ambassador to the Maldives Matrek bin Abdullah Al-Ajalin.

 

 


King Salman issues royal order to promote 26 judges

Updated 17 May 2024
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King Salman issues royal order to promote 26 judges

RIYADH: King Salman issued a royal order on Friday to promote 26 judges at the Board of Grievances, Saudi Press Agency reported.

President of the Board of Grievances and Administrative Judicial Council Sheikh Khalid bin Mohammed Al-Yousef said that the royal order confirmed the keenness of the Kingdom’s leadership to support the judiciary to develop its performance and achieve quality and efficiency.

Earlier this month, the king issued a royal decree on Saturday to appoint 261 investigative lieutenants at the Ministry of Justice’s Public Prosecution.


Makkah workshop focuses on geospatial data

Updated 17 May 2024
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Makkah workshop focuses on geospatial data

  • Several distinguished surveyors were also honored for their outstanding performance in recent training sessions

MAKKAH: “The Future of Geospatial Information Using Artificial Intelligence Techniques” was the title of a workshop hosted at the Makkah municipality theater recently.

Held by the Kingdom’s Geographic Information Systems section, the event included a presentation that highlighted the project’s services and achievements, along with its aims of enhancing land inventory and documentation efficiency in Makkah.

It also reviewed the use of artificial intelligence in information analysis and problem-solving. Several distinguished surveyors were also honored for their outstanding performance in recent training sessions.