Shefki Nawaz joins Capital D Studio

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Shefki Nawaz has been appointed as Associate Director of D the Agency at Capital D Studio. Joining the team from New York, Shefki brings over a decade of experience working with renowned photographers and brands. She has contributed to countless internationally-acclaimed advertising campaigns, including Dior, Shiseido, Rag & Bone, Chloe, Cover Girl, Land Rover, Club Monaco, NIKE, Pantene and Cool Water. Shefki has also worked extensively with Vogue, Numéro, W and Interview Magazine. Shefki now joins the sister company of Capital D Studio, where she will manage the existing roster of creative talent, as well as signing new talent from the region and beyond.

“It’s really exciting to be in Dubai – it’s a new and challenging market,” says Shefki. “We have already signed some incredible new talent and I look forward to more announcements coming very soon.”

Shaken not stirred

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With the endless number of venues to choose from when looking for a night out, sometimes it just makes sense to go with a classic. So, what could be better than teaming an evening at one of Dubai’s most long-standing hotels with a ladies night dedicated to 007’s signature drink? Team TMN were only too happy to investigate…

What: Hakkatini Nights

Where: Hakkasan Dubai, Jumeirah Emirates Towers, Sheikh Zayed Road, Dubai

When: Saturday – Wednesday, 6pm – 2am

The promise: “A relaxed yet elegant experience at Hakkasan Dubai, offering guests a perfect combination of Hakkasan’s beautiful Martinis and delicious small eats”

Did it deliver?  As Team TMN made our way to the outdoor terrace, we were captivated by Hakkasan’s décor, classic in its oriental elegance but achieving a modern feel thanks to the cobalt blue, neon-lit bar that ran the length of the venue. Once outside, we settled into the chilled vibe – incredibly inviting if you’re looking for a relaxed catch up with the girls, as there’s none of the hectic crowds you might find elsewhere.

A great deal if you’re a Martini lover, the ladies night package offered three variations of the classic cocktail, including the signature Hakkatini, the Zesty Martini – which was a particularly intriguing twist on the original – and Lychee Martini, all accompanied by number of small eats.

With regards to the selection available, the food menu – like the drinks offering – definitely caters to an acquired taste. Choosing from a slightly limited menu, we sampled the stir-fry vegetables and pine nut lettuce wrap, the fried soft-shell crab with chilli and curry leaf, the chef’s selection of dim sum basket, the mooli puff, prawn crackers and homemade macaron. While it’s always a good concept to include food where ladies night is concerned, do make a point to remember the ‘small’ in small eats – it’s definitely more of a light-bite over a cocktail than something to hold you over for the evening. Undeterred by this, the peckish TMN team did end up ordering extra plates from the main menu and we spent the rest of the evening partnering great conversation with a cocktail in hand – no better way to spend a ladies night!

The verdict: A stunning venue in an ideal location, Hakkatini Nights is a great concept for those who are partial to James Bond’s signature cocktail. At AED275 per person, it’s not really value for money when comparing to other ladies night offerings, but it certainly seems to be targeting a select crowd. While we would like to see it appeal to a wider audience with a little more choice to the small eats and drinks menu, it still makes for a delightfully relaxed evening.

The Festival of Media, Dubai

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With the first Festival of Media event set to take place in Dubai on April 15, 2015, Team TMN catches up with Alexandre Hawari, Co-CEO of Mediaquest to discuss its partnership with C Squared and what we should be expecting from the internationally renowned industry awards and networking programme…

The Festival of Media event already takes place across a number of locations – Rome, Singapore and Miami – why is Dubai the right choice to add to the portfolio?
Dubai is indisputably the centre of the region’s media network and the hub of its marketing communications industry. Its media industry is characterised by being dynamic and progressive and the city has the advanced technical infrastructure and necessary legislative framework to facilitate an event as significant as the Festival of Media.

What made you decide to go into this venture with C Squared?
C Squared is a leading publishing and events management company in the UK, as is Mediaquest for the region. The two organisations share the same values and commitment to high standards, so it was a natural fit to harness C Squared’s media expertise and talents alongside those of our own to launch the Dubai Festival of Media as a joint venture.

What can we expect to see from the inaugural Festival of Media event in Dubai?
The underlying concept was to bring something different in terms of content engagement from anything else taking place in the region. The Festival of Media’s one-day conference will feature seven to nine global media leaders who have been invited to offer their thought expertise on a number of topical media subjects that are currently impacting on the region’s media landscape. The event will also provide an excellent networking opportunity, as numerous media agency CEOs and other key industry stakeholders will be attending from Europe, the Middle East and Africa.

How will the Dubai version of this event differ from the other editions?
We are organising the event to take place on one day at Jumeirah Zabeel Saray Hotel, whereas the international editions last for two days. The inaugural MENA edition sees the programme agenda split between a main-stage panel and a number of side-room discussions, which will focus on the challenges that the media industry is currently facing. Advances in digital technology, the dearth of qualified talent and the proliferation of mobile usage in the region are just some of the topics that will be under the spotlight at the event.

Tell us more about the MENA edition of the Festival of Media Awards.
The Festival of Media Awards are viewed as a major awards programme for the media industry on a par with the Effies or Cannes. The Festival of Media Global Awards is one of the world’s largest by number of entries and highlights leading campaigns from more than 40 countries. The awards are judged by a senior panel of media agencies and advertisers and are open to everyone involved in advertising. The first ever MENA edition of the Festival of Media Awards is attracting a multitude of entries that reflect the diverse array of media operators producing high quality work across the pan-Arab region. The event promises to be a tightly fought and exciting competition.

How can media agencies get involved and attend the awards?
They can go to the www.festivalofmedia.com, which is the global Festival of Media website. Clicking on the MENA section will bring up a background to the event, as well as contact details for further information. The site is updated regularly with news relating to the Festival, including its conference and awards ceremony.

Has the marketing campaign for the Festival of Media in Dubai been similar to that of the other events?
Yes, we are following strict guidelines from London, UK, which is home to the Festival of Media. These stipulate the procedures around hosting the event, including marketing and the governing of entry submissions.

What has been your advertising strategy?
Obviously, as two influential publishing organisations, both C Squared and Mediaquest have a wealth of high quality in-house marketing options that we can use to significantly raise the profile of the Festival of Media. Mediaquest has also partnered with one of the region’s leading public relations companies that has a strong background in promoting media awards programmes to further disseminate information about the event.

Are there any future plans between Mediaquest and C Squared in the works?
We have a number of additional activities that we are planning to launch as joint ventures in the future – more information about these will be announced soon. At present, we are focussing on the Festival of Media and the initial feedback we are receiving form delegates, sponsors and award applicants is already exceeding our expectations.

Is a media-related degree essential for making it in the PR world?

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With a degree now the minimum requirement for most professional fields, we ask two PR professionals if the same should be expected when it comes to public relations…

“YES” says Houri Elmayan, Account Director – Lifestyle Practice, TOH PR

HouriElmayanIndividuals with a broader communications education are more versatile and have the opportunity to practice PR for any industry with well-developed skills

Although many people can work in the industry without a media-related degree, coming from a communications background, I would highly recommend that some sort of certification or degree in the field be obtained prior to starting a job in PR. Not only is it a fundamental source of knowledge and form of training for the profession, it will also help you discover if this is the field and lifestyle you want to pursue as a long term career.

Often, we see banking or finance graduates pursuing financial PR. While their prowess within the subject matter helps them excel, they still need to acquire significant PR skills, contacts and know how. On the other hand, individuals with a broader communications education are more versatile and have the opportunity to practice PR for any industry, with well developed, albeit basic skills in the field.

For example, as someone without a banking and finance degree, I had the opportunity to represent a global British bank and American financial product service provider for many years and was able to achieve results. Later I was able to work with IT/technology companies and then on to retail and consumer PR. Each subject is very distinctive and has its own language. However, having the education as a background programmed me to become tactile and the boundaries of PR-able industries have become limitless.

Studies in communications also offer the following opportunities:

·         Developing the ability to learn to write from a communications perspective

·         Understanding the fundamentals of journalism and the general approach to media personnel

·         Developing skills such as assessing quantitative and qualitative information, interviewing    and investigative thinking – which is an asset when writing on behalf of a company or a brand

·         Acquiring an understanding of behavioral psychology when working to change opinions and perceptions of stakeholders

·         Learning international business management and how to deal with people from various parts of the world – that is a very useful skill to have in the GCC

·         Mindfulness and the ability to analyse and evaluate situations and apply problem-solving skills

It also helps create your own ethical stances, opinions and values and that will play an important role when faced with certain situations while working in the industry.

As in any profession, practice makes perfect and so training and working in the field will make you better in the job. However starting off with a media-related degree and presets for the skills required equips you more for the exciting and broad career ahead.

 

 

“NO” says Swaleha Calafato, Junior Account Executive, Active PR

SwalehaCalafatoI do believe that public relations is a field where nothing teaches you the necessary expertise as much as actually being on the job – the learning curve is steep enough

Is a degree in public relations required in order to be successful in the world of PR? I think not.

Public relations is an intricate and multifaceted field. It is important to keep in mind, however, that formal public relations programs were only incorporated into academic programs over the last 20 to 25 years, whereas PR as a profession has existed since the early 1900’s.

Undoubtedly, a degree in public relations offers a strong foundation based on theory, as well as comprehensive knowledge of public relations practice rudiments.

Though a strong background in writing is essential, as well as robust communication skills, I do believe that public relations is a field where nothing teaches you the necessary expertise as much as actually being on the job – the learning curve is steep enough.

Public relations has developed over the years and become more strategic. Just having a degree in the field does not promise success – it takes a great amount of understanding of the profession and industry, as well as being open to learning and adopting new practices.

A degree in PR is not an indicator of whether a person will be good at the job. Passion, originality, good writing skills and whether an individual has the outlook, ambition and determination to be successful at what they do is imperative. Personality traits contribute significantly to success in the world of PR – it’s a job that requires people to socialise and interact at all levels, be it with the media, clients, or even your colleagues for that matter.

A degree in the field offers in-depth theoretical knowledge that is an advantage when starting off ones career; however it will not sustain or assist in career growth. Individuals with completely different backgrounds can easily pick up the ropes without necessarily needing a PR degree to be successful in the field. Public relations does not require technical skills like other professions such as the likes of engineering – it’s a field that individuals can transition into. Personally, I know plenty of individuals with unrelated majors who are fantastic and successful PR practitioners.

Nothing can out do experience.

 

Ethics in social media advertising – or lack thereof

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Alex Malouf, Chair, Professional Development & Knowledge Sharing Committee at MEPRA, offers his thoughts on the lack of social media advertising ethics – and questions whether brands in the region are risking its reputations and consumer trust for short-term financial gains?

While European and American consumers are benefiting from crystal clear regulations on sponsored social media content, there’s little to no clarity here on the same

We’re awash with social media in our region. Everywhere you go, you’ll see people sliding their fingers left and right, pushing up and pulling down on their smartphone screens. We’re all at it, checking our Instagram accounts, refreshing our Twitter feeds, and posting Facebook updates.

Today we have social media celebrities, people who have become famous through their online activities. There are Instagrammers in Kuwait with over a million followers, Facebookers in the UAE with hundreds of thousands of likes, and Saudi Tweeters with followings equal to the population of Bahrain.

Alongside these social media celebrities we have witnessed the rise of paid posts. Those of you with a keen eye will have noticed how many celebrities online have become more commercial, and have begun to share updates, images and videos promoting brands.

There’s nothing wrong with promotional advertising. Using paid influencer marketing is a common tactic to spread awareness, promote a brand, and to engage social media users across the globe. Online advertising can be more cost effective in terms of measurement and reach.

However, there’s no distinction between an advert and paid-for content. Both involve a payment of some kind by a company for a promotion of its brand or services. Regulators across Europe and the United States have essentially ruled that if money is changing hands, obvious disclosure must occur in-ad. Their reasoning is simple; consumers have a right to know what is an advert and what is not an advert.

While European and American consumers are benefiting from crystal clear regulations on sponsored social media content, there’s little to no clarity here on the same. Consumers here have no authority to turn to or no regulations to guide them on what is and what isn’t sponsored.

There seems to be little eagerness for brands or social media celebrities to advertise what is paid-for content either. This is understandable, as their followers may be less inclined to engage with a post if they know it is sponsored, or even follow a person who they know accepts money for posts.

While this lack of disclosure may appeal in the short term and help to maximise revenues (paid-for posts in Kuwait can fetch up to three thousand dollars per posting), it does nothing to building goodwill and trust with consumers across the region. A lack of honesty and transparency on what social media celebrities are paid to post will negatively affect trust in both the sponsoring brand as well as the celebrity who is accepting the payment in return for sharing the content.

In the US the burden is on brands to ensure that their endorsers, such as bloggers and online influencers) are in compliance in terms of disclosure. Paid-for posts have to include language such as #Ad, Ad: or Sponsored. Even brand posts and shares by a company’s employees have to be clearly labeled to account for the bias.

Either brands can take action and begin to self-regulate, or they can wait for regulators to finally step in and possibly take a harder-line approach to sponsored influencer endorsements. Is risking a reputation and trust, built up over years of marketing, worth risking over a lack of disclosure? I hope the answer is no.

 

Account Director, Kaniz Abbas

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Name:  Kaniz Abbas
Age: 32
From: London, UK
Current job title: Account Director, Edelman

When did you arrive in the UAE?
Not that long ago, I first arrived in the UAE on September 11, 2014, and prior to that I was living and working in London. 

Where did you work prior?
Before joining Edelman, I was Account Director, managing the Unilever Haircare portfolio at Beauty Seen PR. Previous to that I was at MS&L working across Proctor & Gamble premium beauty brands.

What were your first impressions of the media industry in the Middle East?
I was surprised by how diverse it was and the wide variety of specialist titles available. It’s also more fast-paced than I expected.

Have these impressions changed much?
As it’s only been a few months, there’s still much to learn. However, I do find that journalists here are very approachable and responsive which is great.

Tell us about your new role as Account Director…
As Account Director for the Consumer Division, I oversee our luxury, hospitality and FMCG accounts – this includes The Jumeirah Group, Waldorf Astoria, Al Manara International Jewellery and Ocean Spray. My main role is providing strategic direction, budgeting, team management and client servicing. I also work closely with the Consumer Associate Director on new business, seeking out new opportunities to further grow our department.

What challenges do you face?
As I’m new to the region, the biggest challenge is gaining an understanding of the Middle East media landscape – I’m learning something new every day.

What’s the most rewarding part of your job?
Providing the direction and support my team needs to ensure they develop and deliver great results for our clients; I always aim to exceed expectations.

What’s the most exciting thing to happen so far?
The most exciting thing to happen so far was whilst working with SkyDive Dubai on a charity project; where I met a member of the Royal Family and watched them do their 1000th jump.

What do you think of the quality of media publications in the region?
There are some stunning luxury and lifestyle magazines for both men and woman in the region. It’s also great to see publishers recognising the great opportunity there is here and I was very excited by the launch of Stylist Arabia! 

What sets you apart from other PR professionals?
I think it’s the genuine passion I have for my job. If you love what you do, you will always strive to deliver the best results.

Work calls via landline, mobile or both?
Mobile – I’m often away from my desk so clients, press and colleagues can always get hold of me that way.

What’s your most overused saying?
How can we leverage this…?

Five things you can’t live without?
My heels – which give me confidence in any outfit; my note pad – I’m a list fanatic; a skinny flat white coffee in the morning; a pair of headphones, because listening to music helps me concentrate and my laptop.

If you weren’t a PR, what would you be?
Most likely a TV news presenter.

Arab Publishing Partners sign Hello! Middle East

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Arab Publishing Partners (APP) is taking over the licensing agreement of Hello! Middle East. A significant re-launch of the brand is scheduled for the second quarter of 2015, with interactive digital editions and a dynamic social media presence that will mark a major shift in Hello!‘s presence in the GCC.

“We are very excited at the re-launch and APP’s plan to launch two new premium monthly titles – Hello! Arabia and Hello! Bollywood – targeting educated, affluent and discerning women,” says Anthony Luke, Licensed Editions Operations Manager, Hello! “This will extend our global reach to 33 editions worldwide.”

Ali Akawi, APP’s Managing Director adds, “Taking over Hello! in the Middle East will offer an exciting opportunity to expand APP’s impressive portfolio of luxury publications. Readers are looking for a full brand experience that also takes them across social media networks and onto their own smart phones for unprecedented access to the glamourous lifestyles of royalty and celebrities around the world, not to mention right here in the GCC. The three editions of Hello! will make all of that – and more – possible, which is exciting for readers and advertisers alike.”

Dubai Customs presents Al-Furdah TV Programme

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Dubai Customs, in partnership with Dubai Media Incorporated (DMI), is presenting and sponsoring a new television programme – ‘Al-Furdah: From the Berth to the Screen’ – on Sama Dubai TV channel, with the first episode kicking off this week. Prepared and presented by Dubai Customs’ corporate communication department, the 13-episode TV programme aires weekly every Sunday at 9pm, with repeats through Mondays at 5am and 11am, as well as Tuesdays at 2pm; the broadcast will last three months.

“The programme aims to highlight the pivotal role Dubai Customs plays in facilitating legitimate trade and protecting society,” says Khalil Saqer bin Gharib, Director, Communication Department, Dubai Customs. “It will also shed light on major relevant services provided by other government entities in Dubai and in the UAE at large, especially being the first-of-its-kind programme in the Middle East to be presented by a customs organisation. The broadcast will feature eminent national and regional figures in the realms of security, economy, environment, customs and will discuss several topics related to the role of government institutions in the community.”

The Al-Furdah programme is the first result of the joint collaboration between Dubai Customs and DMI following the signing of a mutual cooperation agreement in March 2014. The agreement is aimed at joining efforts to fulfil the Dubai Government’s vision, boost cooperation, share expertise and knowledge in the multimedia work field, as well as enhance Dubai’s economic and commercial standing in the local and international media.