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Arab News
3 days ago
- Arab News
WPP Media's MENA CEO on multinational group's AI-centric approach
Multinational advertising network WPP's media-investment business GroupM at the end of May announced its rebranding to WPP Media, signaling a new era for the network and its clients. WPP Media manages more than $60 billion in annual media investment and works with more than 75 percent of the world's leading advertisers in more than 80 markets, the company said. Arab News spoke with Amer El Hajj, Middle East and North Africa CEO of WPP Media, to understand how the rebrand is being implemented and what its implications are for the group and its clients, particularly in the MENA region. The rebrand represents 'a fundamental shift from GroupM to WPP Media, reflecting our evolution into a fully integrated, AI-powered media company,' he said. Along with a new visual identity, the key change 'is deeper integration across our agencies through WPP Open, enabling seamless collaboration between media, data, production, and creative teams to deliver personalized solutions at scale,' he added. GroupM comprised three agencies: Mindshare, Wavemaker, and Essence Mediacom. These agencies will now serve as 'homes for dedicated client teams' representing a shift from 'separate agency P&Ls (profit and loss statements) … to integrated client service teams that share technology, data, and operational functions while maintaining brand names and identities for client relationships,' El Hajj explained. Commenting on the timing of the rebrand, he said: 'GroupM was built for an era when media scale mattered most. 'Today's reality is different — we're in the AI era where media is everywhere and in everything.' Clients, too, demand integrated capabilities covering media, production, and technology, and so, the rebrand aims to reflect this new landscape, 'emphasizing our AI-driven approach' and integration with WPP's 'creative and technology ecosystem.' Organizations in many industries are adopting AI at an accelerating pace and the advertising and media industry is no exception. One report found that in the US alone, 91 percent of advertising agencies are either currently using (61 percent) generative AI or exploring use cases (30 percent) for the technology. For WPP Media, being 'AI-driven' means embedding AI throughout its operations, El Hajj said. These include tasks such as analyzing vast data sets for deeper consumer understanding, automating media buying for greater efficiency, personalizing creative content in large volumes, and predicting campaign performance, he said. The role of AI in planning, buying and optimizing media campaigns enables 'real-time bidding, audience prediction, and creative personalization at unprecedented scale,' he said. Moreover, generative AI helps write advertising copy and even create multiple content variations, in addition to generating insights from complex data. AI is undoubtedly a powerful tool, but ultimately, it remains just that: a tool. 'It's not about replacing human creativity but amplifying it,' El Hajj said. 'AI enhances rather than threatens human talent' by handling monotonous tasks that free up people for strategic thinking, relationship building, and creative problem-solving, he added. The core tenet of the rebrand — widespread AI adoption — is made possible by WPP Open, the network's AI-enabled marketing operating system that connects all capabilities through one platform. The platform features real-time data and is available to employees of all agencies. This means that data about the performance of adverts can be used to optimize creative production of those ads in real time. Similarly, media targeting decisions by one agency can be made instantly based on creative insights from another agency within the company. 'This integration eliminates traditional silos, accelerates campaign development, and ensures all client touchpoints are coordinated and data-driven rather than operating independently,' El Hajj said. The move comes at a time when clients in the MENA region are 'increasingly sophisticated in AI adoption, particularly in the UAE and Saudi Arabia, where Vision 2030 and digital transformation initiatives drive innovation.' Contrary to what some believe, El Hajj said, 'many regional clients are actually ahead of some global counterparts in embracing AI for customer experience and operational efficiency.' In Saudi Arabia specifically, he said, the rebrand 'positions us perfectly to capitalize on the Kingdom's unprecedented AI investment landscape,' building on Saudi's $100 billion AI initiative announced late last year. When it comes to dealing with clients in the region, the group has a 'globally powered, locally rooted' approach, as regional clients 'want AI capabilities but implemented with deep understanding of local markets, languages, and cultural nuances,' he said. The restructure is expected to affect 40 percent to 45 percent of GroupM's workforce, which does not necessarily imply layoffs, but rather changes to team structures, according to media reports. El Hajj said that the company is 'heavily investing' in upskilling talent for 'AI-powered marketing' while recruiting specialists in areas like data science and integrated commerce. The company has developed internal training programs targeting different organizational levels. It also provides AI literacy sessions and hands-on training with WPP Open tools for all employees. In the MENA region, WPP Media is creating region-specific modules that address 'local market dynamics and cultural considerations' for employees at all seniority levels, he said. El Hajj added: 'The focus is on evolution, not revolution,' and the future belongs to those 'who can leverage AI tools while bringing uniquely human skills like cultural intelligence and strategic creativity.'


Al Arabiya
7 days ago
- Al Arabiya
MBC Group and Netflix launch first-ever streaming bundle in MENA
MBC Group, the largest and leading media organization in the Middle East and North Africa (MENA), announces a groundbreaking new regional partnership with Netflix, one of the world's leading entertainment services. This first-of-its-kind partnership for Netflix in the Middle East and North Africa will give customers of MBCNOW – the recently launched entertainment service aggregator by MBC Group – seamless access to the full Netflix service. The newly created bundle will combine Netflix alongside Shahid, the world's Arabic streaming platform, in addition to linear TV channels, in one simple subscription. This exciting new offering – bringing together two streaming giants under one roof – has never been seen before in MENA and promises to cater to the varied viewing preferences of families from the GCC, wider Arab world, and beyond. Featuring an extensive variety of content, including critically acclaimed series, documentaries, films, and more, there's something for everyone this season with MBCNOW. Commenting on the partnership, Fadel Zahreddine, Group Director of Emerging Media at MBC Group said: 'This groundbreaking partnership is one for the books. To have two streaming giants – Shahid and Netflix – come together under one platform is something never seen before in the Kingdom of Saudi Arabia and wider MENA, and we're very excited for what's to come.' Meanwhile, Director of Distribution and TV Products at MBC GROUP Bhanu Chaddha said: 'We're thrilled to have MBC Group join forces with Netflix to bring its content to our audiences under the convenience of a single subscription. This collaboration is part of our ongoing commitment to provide unparalleled global and local experiences for our audiences in the region. This is definitely the future of streaming and content consumption.' On his part, Mohammed al-Kuraishi, Head of Business Development and Partnerships, Middle East and Africa at Netflix said: 'We are delighted to partner with MBC Group to bring our members in Saudi Arabia and the rest of the region easy access to our service and an incredible variety of international and Arabic shows, movies, documentaries, kids content, stand-ups, live events, and games. This partnership brings unparalleled entertainment offering to our members and puts them at the heart of the entertainment experience.' Launched in February 2025, MBCNOW offers an unmatched approach to content consumption for Saudi and wider Arab audiences. Transcending traditional TV viewing, MBCNOW has been designed to seamlessly bridge the gap between digital streaming and traditional broadcast television – bringing together MBC's award-winning channels, as well as Shahid, all in one destination. With the new Netflix agreement, MBC Group brings forward a distinctive bundle through MBCNOW. The Shahid and Netflix package combines the best of Arabic and international content, featuring Shahid's vast library of award-winning Arabic TV shows, films, and documentaries, along with Netflix's full catalogue. This bundle features a saving of more than 21 percent compared to individual subscriptions. Now available in Saudi Arabia across all major retailers and eCommerce stores, MBCNOW is the go-to hub for all entertainment needs.


Arab News
28-07-2025
- Arab News
Tunisia plastic collectors spread as economic, migration woes deepen
TUNIS: A towel draped over his head, Hamza Jabbari sets bags of plastic bottles onto a scale. He is among Tunisia's 'barbechas,' informal plastic recyclers whose increasing numbers reflect the country's economic — and migratory — 40-something-year-old said he starts the day off at dawn, hunching over bins and hunting for plastic before the rubbish trucks and other plastic collectors come.'It's the most accessible work in Tunisia when there are no job offers,' Jabbari said, weighing a day's haul in Bhar Lazreg, a working-class neighborhood north of the capital, work is often gruelling, with a kilogramme of plastic bottles worth only 0.5 to 0.7 Tunisian dinar — less than $ Tunis, it's common to see women weighed down by bags of plastic bottles along the roadside, or men weaving through traffic with towering loads strapped to their motorcycles.'Everyone does it,' said Chaouch, head of the National Chamber of Recyclable Waste Collectors, estimated that there were roughly 25,000 plastic collectors across Tunisia, with 40 percent of them in the with the job an informal one, there is no official count of how many plastic collectors operate in thing is certain: their number has increased in recent years, said Chaouch, who also runs a plastic collection center south of Tunis.'It's because of the cost of living,' he explained.'At first, it was people with no income, but for the past two years, workers, retirees and cleaning women have also turned to this work as a supplementary job.'Around 16 percent of Tunisians lived under the poverty line as of 2021, the latest available official currently hovers around 16 percent, with inflation at 5.4 ranks of these recyclers have also grown with the arrival of migrants from sub-Saharan Africa — often hoping to reach Europe but caught in limbo with both the EU and Tunis cracking down on Mediterranean is a key transit country for thousands of sub-Saharan migrants seeking to reach Europe by sea each year, with the Italian island of Lampedusa only 150 kilometers (90 miles) a 24-year-old from Guinea, said he began collecting plastic to make ends meet but also to save up enough money to return home after failing two crossing attempts to the past two months, he has worked at a car wash, he said, but the low pay forced him to start recycling on the side.'Life here is not easy,' said Abdelkoudouss, adding he came to the capital after receiving 'a lot of threats' amid tension between migrants and locals in Sfax, a coastal city in central of migrants had set up camp on the outskirts of Sfax, before authorities began dismantling the makeshift neighborhoods this flared in early 2023 when President Kais Saied said 'hordes of sub-Saharan migrants' were threatening the country's demographic statement was widely circulated online and unleashed a wave of hostility that many migrants feel still lingers.'There's a strong rivalry in this work,' said Jabbari, glancing at a group of sub-Saharan African migrants nearby.'These people have made life even more difficult for us. I can't collect enough plastic because of them.'Chaouch, the collection center manager, was even more blunt: 'We don't accept sub-Saharans at our center. Priority goes to Tunisians.'In contrast, 79-year-old Abdallah Omri, who heads another center in Bhar Lazreg, said he 'welcomes everyone.''The people who do this work are just trying to survive, whether they're Tunisian, sub-Saharan or otherwise,' he said.'We're cleaning up the country and feeding families,' he added proudly.