The brand, marketing, creative, and advertising industry in the Kingdom of Saudi Arabia has grown in leaps and bounds over the past decade, but now the time has come for its CMOs to claim a seat at the table on the global stage, as well.
In order to achieve this, organisations need to plug the future talent gap and prepare their future leaders, the Chief Marketing Officers (CMOs) of tomorrow, to truly develop a deeper understanding of what ‘brand’ means and how to build a sustainable, long-term brand with a vigilant eye on its vision and values.
In tandem, these future CMOs need to be equipped to move at the speed of culture and technology, develop a better understanding of consumer behaviour and customer experience, fathom the depth of the modern world of media and marketing, and unlock creative excellence to drive true creative effectiveness through bold campaigns. They need to hit the pause button on their busy schedule and take a day to be mentored by those who’ve gone before them and are adept at addressing global and regional challenges.
Unfortunately, succession planning and high-level upskilling programmes for senior marketing managers, marketing directors, and brand managers remain few and far between in the region, as the reality on the ground still requires two eyes and two hands on the job: constantly implementing demanding briefs in tight deadlines and tighter budgets within a highly competitive market.
To address this gap within the market, the Athar – Saudi Festival of Creativity has created a collaborative Future CMO Academy platform in partnership with OMG MENA, as well as TBWA\RAAD, and Impact BBDO, and, uniting their expertise to truly invest in talent development and deliver innovative advertising, media, and communication solutions.
The Future CMO Academy led by the Omnicom Saudi Headquarters is an intensive one-day programme designed for senior marketing leaders poised to step into Chief Marketing Officer roles in the near future, while connecting with other marketing leaders from the Kingdom.
Elda Choucair, Chief Executive Officer at Omnicom Media Group (MENA), said, “The Future CMO Academy is a testament to Omnicom Media Group’s commitment to growth and progress in this region. This is a proud and important moment for our business, our talent, and our clients in Saudi Arabia.”
Over the course of a day, the Future CMO Academy will detail what’s required of CMOs on the ExCo and address strategic planning, cross-functional creative collaboration, bold campaigns, informed leadership, and innovative thinking within today’s complex marketing landscape.
Reda Raad, Group CEO at TBWA\RAAD, said, “Saudi Arabia is a thriving hub for creative potential, and TBWA\RAAD is dedicated to empowering its future leaders. The CMO Academy provides the tools, inspiration, and knowledge to help marketers harness local insights and create impactful work for brands in the Kingdom and beyond.”
The initiative aims to ensure that potential CMOs are well-versed in the company’s strategic objectives and can seamlessly transition into leadership roles without disrupting ongoing initiatives. This foresight guards against leadership vacuums that could derail momentum and compromise market competitiveness. Moreover, it fosters a culture of development and readiness, encouraging ambitious marketers to hone their skills and aspire to leadership positions within their respective organisations.
Dani Richa, Chairman, BBDO Europe Middle East and Africa, said, “Impact BBDO is dedicated to empowering future Saudi marketing leaders through the Athar CMO Academy. We will transfer knowledge, foster collaboration, and champion Saudi brands. Together, we will create impactful work aligned with the Kingdom’s vision, driving success for Saudi brands on a global scale.”
As marketing becomes increasingly data-driven and integrated with technology, these future leaders must be equipped with the latest tools and techniques to make informed decisions that drive brand loyalty and stakeholder engagement.
By investing in comprehensive training programs, companies empower their senior marketing staff with critical thinking, leadership, and digital proficiency skills, which are essential for navigating the complexities of modern marketing.
This commitment not only ensures a steady pipeline of qualified leaders who can drive the brand’s narrative but also enhances the organisation’s adaptability to future challenges, positioning it for long-term success in a dynamic marketplace. There’s no doubt about it: Developing and enabling promising talent today to take on leadership roles tomorrow is no longer a ‘nice thing to do’; it has become imperative.
If you are a senior marketing managers, marketing director, or a brand manager responsible for strategic implementation and marketing execution with eight to 15 years of experience at a brand in Saudi Arabia, find out more and get in touch with [email protected].
