Welcome into 2022

Welcome into 2022 message from Sanjiv Kakkar, ABG Chairman and EVP Unilever MENA.

Dear Members,

I trust you had an enjoyable and relaxing break.

As our 2022 calendars start to get busier, the world continues to grapple with the new COVID variant, and we face ongoing health and workplace challenges. Whether the coming months will see the return of in-person events or remote working – or most likely a hybrid approach – it is important that the ABG continues to build on its agenda and serves as a focal point for industry issues.

Following on from last year, two key issues – Sustainability and Diversity, Equity and Inclusion (DE&I) will remain central to our agenda in 2022. For those unaware of the work we have been doing in these important areas, please go here for more details.

It is vital we provide a sustainable future for the industry and after the recently concluded COP 26, carbon footprint reduction has received renewed urgency and it’s an issue where all of us can play a role.

The hosting of COP27 by Egypt, and COP28 by the UAE, provides a great opportunity for us to drive the agenda. The UAE is fortunate to have the best of both worlds in a commercially minded government and enterprise-driven private sector, and the untapped opportunities lie in harnessing both to drive change.

We are proud to support the work of the WFA and excited about promoting the Planet Pledge. We plan to host webinars, together with leading member companies, that address specific sustainability issues outlined by the UN Sustainable Development Goals (SDGs).

In terms of the ABG’s immediate priorities, work is ongoing with UAE Cross-Media Measurement; developing the Influencer Marketing Transparency Charter to help raise industry standards; with research on consumer trends and digital self-regulation providing data insights that can be used to improve transparency and accountability.

E-commerce is another major focus, as digital channels continue their sharp growth. We are keen to support best practice and keep members informed of the latest developments in this fast-moving space, and we welcome the input from platforms, research companies and social media channels, who can share their expertise.

With regards to knowledge and capability development, we are in the process of approaching universities to discuss topics such as Sustainability/CSR purpose, AI and digital comms and influencer marketing.

As always, we welcome support and active involvement from our members, and everyone with a connection to the industry, as we aim to raise the domestic and international profile of the Middle East’s advertising sector.
We wish you a happy, healthy and prosperous 2022.

Kind regards,
Sanjiv Kakkar
EVP Unilever MENA & ABG Chairman