Andrew Pearcey is CEO of the World Defense Show, a large-scale biennial defense exhibition in Riyadh, held under the patronage of King Salman and founded by the General Authority of Military Industries under the leadership of Ahmad Al-Ohali.
Responsible for the show’s overall organization and working closely with GAMI, Pearcey led the team through two highly successful events and has ambitious plans for the third.
As CEO, Pearcey oversees a permanent multicultural, multidisciplinary team of 70 in the Riyadh head office, which expands to nearly 150 in the run-up to and during the event. Through careful selection and nurturing, he has ensured a strong and growing level of Saudization within the team and implements a robust talent development program throughout the organization.
This role builds on a 25-year career as a strategic and commercial professional, holding challenging positions in events, advertising, brand management and sponsorship, with brands ranging from telecoms to food and beverage.
Pearcey began his career in advertising, working at various agencies before joining the UK mobile operator Orange, where he managed high-profile sponsorships and events in film, music, and sport. He was part of the team that launched the EE brand and led the Football Association’s first sponsorship of Wembley Stadium. He then moved to Cheil Worldwide as a managing partner, overseeing Samsung’s global events, ensuring business growth, and delivering award-winning campaigns.
In 2015, Pearcey transitioned to the ADS Group and its subsidiary, Farnborough International, serving as an executive director on the board, working on the Farnborough International Airshow and its exhibition venue business.
In 2019, he was approached by GAMI to move to Saudi Arabia to develop and launch a new defense exhibition in Riyadh. The inaugural World Defense Show took place in March 2022 with enormous success.
Pearcey holds a degree in business studies with a major in marketing from Middlesex University in his native UK and professional qualifications from the Chartered Institute of Marketing.
