Photo has been used for illustrative purpose.

Gulf Today, Staff Reporter

SRMG, one of the largest global media groups in the Middle East, has scored a quadruple win on Friday night, taking home 4 awards at the MENA Digital Awards ceremony in Dubai.

 SRMG Labs, the group’s innovation arm, was nominated in three categories for its 2021 Source of Pride Saudi National Day Campaign: Best Viral Campaign, Best Digital Activation, and Best Use of Digital by Sector (Media); and won in all three categories, including scoring gold for Best Digital Activation. Meanwhile, Asharq News, one of SRMG’s leading brands, also won for Best Integrated Digital Campaign.

 The MENA Digital Awards are the first awards show to honour digital efforts of global agencies and global clients in the Middle East and North Africa digital marketing and creative industry.

Commenting on the group’s multi-category win, Jomana Rashed AlRashid, SRMG’s Chief Executive Officer, said: “In today’s ever evolving media ecosystem if we don’t innovate and create we cease to exist. Innovation is a central theme in our transformation, and SMRG Labs was created as one of five verticals upon which our strategy is built. We have worked hard over the past year to put together a world class team and to build an award-winning creativity and innovation hub, and today I’m proud to say that we have achieved both at SRMG Labs.” AlRashid added: “We will see this innovation reflected across all our platforms, as evidenced by Asharq adding the Best Integrated Digital Campaign award at the MENA Digital Awards, adding to its long list of accolades.”

Fadi A. Mroue, Chief Creative Officer & Managing Director of SRMG Labs, said: “Innovation and creation are in our DNA and we strive to create a lasting impact in a fast-paced digital media ecosystem. In crafting stories, we look at the source and deliver digital solutions that maximize the way our audiences interact with content, and we saw the results first-hand with our ‘Source of Pride’ campaign.”

An innovative arm of SRMG, SRMG Labs is dedicated to the creation, design and development of new media technologies, products and platforms as well as to training the next generation of media professionals and content creators using new technologies and techniques.

Launched by SRMG in November 2020, Asharq is a 24/7 multi-platform news service that caters to both an Arab and international audiences, covering regional and global economic affairs on the Asharq News TV channel and its digital platforms.