Title: Group CEO, Webedia Arabia Group
Number of years in role: 5 years
Other titles, board memberships: Advisory role and board member at regional startups
Power Essay: Business unusual – creativity at the crossroads of socioeconomic transformation and AI
I have been in this industry for more than a quarter of a century, predominantly KSA-based. And I must admit that this is the most exciting period for a passionate and socially-committed ad man. Many unknowns are testing our industry, making our work more complex, yet the opportunities brought forward by the dynamism of our region and socioeconomic plans far outweigh the challenges.
This is a challenging yet exhilarating time for our marcomms, tech and content creation sector. Business is no longer as usual, and a simple SWOT analysis is of little use in an era defined by continuous change. We are beyond quick cosmetic fixes. Reinvention of our practices, our models and our role is essential.
Our region is in transformation, and our industry mirrors the broader economic and social forces at play. The fundamental questions of capitalism remain: what is being produced, by whom, at what cost, and how is spending power shifting?
Three key opportunities – and one overarching challenge – lie ahead.
First, our economy is tilting toward knowledge and digital value creation. According to the World Bank, the global digital economy represents 15 per cent of the world’s GDP, about $16tn in 2024. Increasingly, our clients sell ideas and experiences rather than goods. With greater access to knowledge and hyper-connectivity, consumer societies are more selective, mindful and difficult to satisfy. This heightens our responsibility as creators, communicators and marketers. Yet, the essence remains the same: Who do we speak to, and what do we tell them?
The economic and social transition is amplifying the influence of two groups: Gen Z and women. Gen Z represents a growing spending power, especially in a region where 60 per cent of the population is under 30. But engaging them requires fluidity to surf their minds, fluency in their language and knowledge of their media. Women, meanwhile, are becoming more educated, financially independent and socially empowered. Marriage is no longer the sole marker of adulthood, as more women choose independence. Both groups are reshaping consumption and culture, and engaging with them authentically is central to our future relevance.
Second, local brands are gaining ground. Multinationals face growing competition from culturally embedded players. The era when securing a multinational account could make or break agencies is over. Delivering to local brands now requires revisiting our operational models and demonstrating cultural nuance and grounded consumer engagement. Local brands, once confined to domestic markets, are going global in reach and influence. And the multinationals are also eager to localise their brands and image. For agencies with deep cultural roots and global skills, this is an immense opportunity.
The third opportunity lies in social commitment. The very notion of public good is evolving, and responsibility for the planet and its people is shared. More brands are adopting social and environmental accountability. Quality is being redefined. Language is shifting. Inclusivity is no longer optional. While some see this as restricting creativity, I view it as expanding our role. This is why I am onboarding new skills and disciplines: data scientists to monitor trends, economists to analyse societal change, tech experts to customise solutions, and marketers attuned to nuance, language and impact.
Still, the overarching challenge cannot be ignored. Technology, and AI in particular, is reshaping not only our industry but also our relationship with knowledge and with ourselves.
How fearful should we be? How hopeful? The fear that machines will displace humans is centuries old. I do not believe this time is different, but I do believe reflective action is required. What defines our industry is creativity, imagination and the power of ideas. This is one battle we cannot afford to lose. Protecting it requires leaders to fight brain fatigue and mental laziness, ensuring technology remains a tool.
Equally critical is knowledge creation. Large language models can synthesise existing knowledge, but they cannot generate new knowledge. If our industry ceases to create, these tools will weaken, and we will collectively fall behind. Our role is to safeguard that value, ensuring that imagination retains its place at the heart of what we do.
Highlight of the last year
I assumed leadership of the Webedia Arabia Group during a period of financial strain and steered it toward hypergrowth in less than three years. The challenge demanded clear vision and decisive strategy, anchored in transforming operations, integrating content, AI and data, and redefining our business model. And of course, the not-so-secret key lay in placing the right people in the right roles. This transformation cemented Webedia Arabia Group as a key player, redefining a model anchored on innovation. The outcome is rewarding: hypergrowth, a 300+ team drawing top talent from multinationals and winning the Business Growth Team of the Year award at the Athar Festival in 2024.
Rapid fire
What the industry needs to talk more about:
Ideas.
What the industry needs to talk less about:
AI.
If you could change one thing in the blink of an eye, you would …
End wars. Make art, not war. As a Lebanese, I have lived through their bitter consequences.
What’s one thing about you that would surprise your team?
I sketch while simultaneously taking precise minutes of the meeting.
What mobile application can you not live without?
WhatsApp.
What word / phrase do people remember you for using the most?
It is what it is.
What’s one local / regional tradition that you love the most?
Our ritual gatherings over coffee. I cherish the coffee gathering with my mother.
If you could choose any two people, currently alive, in the world to share a meal with you, who would it be?
Roger Waters and Fayrouz.
What’s your top word of advice for Gen Z and Gen Alpha?
Read more paper books.
What’s your go-to comfort food?
The famous Lebanese potato sandwich.
What’s your favourite ad from the past 12 months?
None. In the past year, no campaign has left a mark.
