Corporate Review
Marketing and Corporate Responsibility Department

The Marketing and Corporate Responsibility Department handles SEDCO Holding’s brand image and messaging. It also serves as a centralized marketing strategy, communications and corporate responsibility resource for the Group’s portfolio companies.

“WE WILL CONTINUE TO POSITION SEDCO HOLDING AS AN ACTIVE INVESTOR AND TRUSTED PARTNER, WITH IN-DEPTH MARKET KNOWLEDGE, IN THE NEW SAUDI ECONOMY.”

The department learned a lot from the events of 2021 and has used that knowledge to adapt and better manage its marketing and communication activities after reviewing and analyzing most aspects of the operation: internal and external communication; employee engagement; events; volunteering; and Riyali, SEDCO’s highly successful financial literacy program.

There were other notable achievements. We launched SEDCO’s new brand positioning – ‘Partners in Prosperity’ – across all stakeholders, participated in the World Economic Forum, and were awarded ‘Great Place to Work’ certification for 2021-2022.

We also undertook two major sponsorships: the Emakan Education Conference, a leading conference on education in the Kingdom, for the second year running, and the Jeddah Creative Awards on behalf of Jeddah Municipality.

One of the year’s highlights was the decision to create the Riyali Foundation. Building on Riyali’s outstanding success over the last 10 years – which has so far benefitted more than 400,000 participants – the SEDCO Board approved the decision in late 2020 to spin-off the program as a standalone entity, as part of its five-year sustainability strategy.

We have now entered the implementation phase and will progressively roll-out the Foundation over the next 18 months.

The department simultaneously extended its partnership with the Ministry of Education, our Riyali strategic partner, for a further three years and renewed a support agreement with SABB for year 2021. Our Riyali Partnerships were recognized at the 14th Arabia CSR Awards in October.

We continued to promote the Badir volunteering program, involving the SEDCO operating companies. Every employee participated and completed 20 hours across our Corporate Responsibility programs, surpassing the 100% target in a year which saw greater involvement from our sister companies in the project.

Looking forward to 2022 and beyond, we will continue to position SEDCO Holding as an active investor and trusted partner, with in-depth market knowledge, in the new Saudi economy. In creating closer associations with portfolio companies, we will look to align our activities with the needs of Vision 2030. A new PR and communications strategy will build awareness and recognition of SEDCO’s social impact locally and internationally.