Dubai, UAE. 12 December, 2012. TBWA\RAAD Middle East, hosted a power breakfast session for advertising, communications and marketing professionals in the region. The quarterly networking event aims to bring together key decision makers from the Middle East to discuss new trends and issues affecting advertising and its related industries.
The event covered discussions on a recent regional study titled ‘Understanding the Arab Digital Generation’. The study conducted by booz&co. in partnership with Google, surveyed more than 3,000 digital users in nine countries across the Middle East.
The report sheds light on the emerging Arab Digital Generation (ADG), a demographic shaped by advances in information and communications technology. Born between 1977 and 1997, the ADG today comprise 40% of the MENA region’s population. For policymakers, business leaders and educators, this group represents an important change and a potential opportunity.
However, to capitalize on the promise of the ADG one must take active steps to better understand them and the digital world they inhabit or risk increasing the digital divide.
“Digital technology has the potential to affect today’s youth in unprecedented ways. It helps them differentiate themselves from the previous generation and plays a big role in shaping their thoughts and opinions. As close to half of the MENA region’s population fall under the ADG category, we see huge potential for local businesses to discover new ways to enrich their brands and communicate with the new generation on a digital level,” said Reda Raad, COO of TBWA\RAAD Middle East.
About TBWA\RAAD:
Established in 2000, TBWA\RAAD is based in Emaar Square in the shadow of Burj Khalifa, and operates with a network of 14 full service agencies across the Middle East & North Africa (MENA). TBWA\RAAD currently has three main divisions – advertising, digital and public relations. The Dubai office acts as a central co-ordinating hub for the 14 full service agencies.
