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Saudi Advertising. Yesterday. Today. Tomorrow

In 2010 Springer was invited as Lead Consultant to UBT Holdings, following previous HE-industry research outputs, to create the Middle East’s first specialist College of Advertising in Jeddah, Saudi Arabia’s communications capital.

Springer's remit was to author taught programmes and shape engagement with multinational and regional communications firms in the region. Over two years Springer conducted 35 primary interviews with advertisers, academics and publishers in the region. His research identified that consumer spending and social media usage was higher than neighbouring states, but ‘liberal arts’ were perceived as ‘soft’ subjects alongside finance and business. Communications were not viewed as routes to a professional career, which prevented firms recruiting skilled indigenous talent. Agencies complained of an international workforce that did not understand local cultures, so it’s ‘advertising voice’ was absent. With the majority of the population under 30 and digitally active, demand for indigenous content outstripped Saudi’s ability to produce its own.

Springer’s publication broached industry and HEI needs. It identified the key academic agendas of local voice and cultural sensibilities in a growing capitalist culture. The book collated perspectives of established and new media developers, strategists, academics and creative practitioners who had shaped the region’s communications. It became the first publication to: trace advertising’s Middle Eastern historical and contextual roots; profile advertising role-models and opportunities for prospective advertisers; demonstrate how advertising contributes to the region’s economic and digital growth; evaluate the region’s visual distinction and indigenous communications culture.

The text was pre-ordered by major agencies in the region, and is backed by pan-Arab publishers Okaz. It features on reading lists including King Abdulaziz University (state) and Dar AL Hekma (Private) HEis. A launch colloquium (28 November 2013) featured media specialists from Google Labs, USA, Bahrain and UK agencies and researchers from China, MENA and Europe.