7-Day Brief Powered by YouTube winners announced

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The winners of The Seven Day Brief Powered by YouTube have been announced today as Shafiq Alam and Moe Sarhi. Brought to the region by Dubai Lynx, the creative competition aimed to engage the MENA region in helping to shed light on a social cause by partnering with UN organisation UN WOMEN to focus on the issue of abuse against women in the Middle East. With entries open to those living in Algeria, Bahrain, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, the UAE and Yemen, the competition sought to help raise funds for UN WOMEN who aim to establish 24-hour hotlines for survivors of domestic violence.

The winning team, whose targeted advertising video won the judges vote for its ‘strong, impactful message and creative filling of the brief’,  will now be granted a trip to Cannes Lions International Festival of Creativity 2015, as well as the Dubai Lynx International Festival of Creativity.

UNWTO and AVIAREPS sign MoU

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The World Tourism Organisation (UNWTO) has officially signed a Memorandom of Understanding (MoU) with global airline and tourism management company AVIAREPS. As part of the agreement, the two organisations will join forces to promote international tourism to various destinations around the world that are in need of destination marketing assistance.

The MoU was signed by Taleb Rifai, Secretary General of the UNWTO and AVIAREPS’ Chairman and CEO, Michael Gaebler.

“In partnership with the UNWTO and our mutual belief in tourism as a positive driver for inclusive economic growth, AVIAREPS is excited to work diligently with our tourism and aviation partners to provide destination marketing expertise and assistance for a number of worthy recipients around the globe,” says Michael Gaebler, Chairman and CEO, AVIAREPS. “Through these actions, we aim to make a positive difference with tourism providing tangible results for people on the ground.”

Taleb Rifai, Secretary General of UNWTO adds, “We look forward to working with AVIAREPS, a valued UNWTO Affiliate Member supporting destinations around the world improving their international presence and tourism competitiveness in the area of marketing.”

Arabian Business introduces press release function

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ITP Publishing’s Arabian Business has officially launched its new online ‘Company News’ section. The free service – with a premium service option also available – allows companies and PR agencies to upload press releases directly onto the website, a significant addition to the Arabian Business offering as it creates more interaction and direct communication between businesses and readers.

In the announcement made by Arabian Business, Executive Editor Shane McGinley says, “This new facility is an excellent way for both companies and PR agencies to get across, in a very short space of time, any news announcements. This is available not just for GCC based firms but for news coming from around the globe.”

Construction Business News ME to officially launch

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Construction Business News ME (CBNME) is officially being launched this week by BNC Publishing. A B2B publication dedicated to the construction industry in the MENA region, CBNME concentrates on the latest developments in the building, mechanical, electrical and plumbing (MEP), facilities management, construction machinery, architecture and real estate sector.

With a circulation of 7,300 to be distributed throughout the GCC – concentrating on the UAE, Saudi Arabia and Qatar – the monthly magazine will be dedicated to sector-specifics in the content streams of news, products, technological advancements and equipment, as well as interviews with relevant figures from the industry.

“Construction Business News ME will focus on giving the readers quality insights into the industry with the help of  reliable experts across the region,” says Diarmuid O’Malley, Group Publishing Director, BNC Publishing. “I look forward to working with trusted partners across the construction sector.”

Gone in (hopefully) 60 minutes

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Always keen to partake in a little investigative work, Team TMN metaphorically donned the detective caps to go play Sherlock in a fun new adventure game gripping Dubai… 

What: Escape Quest

Where: HDS Business Tower, Jumeirah Lake Towers, Dubai

When: Seven days a week, 10am-11pm

The promise: “Forget Google! Forget Wikipedia! It’s a race against time and you have 60 minutes. Full of twists and turns, this is a real life brain teaser, a test of brainpower and a test of willpower”

Did it deliver? “You have 60 minutes and the clock is ticking. You must find the clues, solve the puzzles and crack the codes which will ultimately lead to your escape…” were the words that rung out as we dared to enter the Escape Quest headquarters on the 20th floor of a standard JLT skyscraper. Apart from our cryptic greeting, there wasn’t a whole lot to go on, which was all part of the fun and definitely part of the challenge. The one thing that we could be certain of was being locked in a room, with the only way of escape by finding seemingly random clues, solving unseen puzzles and cracking inexplicable codes… in an hour.

Even with the combined brainpower of Team TMN, we were feeling the pressure.

Led into the room channeling everything we’ve learnt from Benedict Cumberbatch, we knew that there was much more to the room than an obvious affinity for all things Africa. After being made aware of the bell, which could be rung at any stage in the hour for a clue, all energy went into working on team strategy – communication and combined effort cannot be overstated in a game like this. Running around like headless chickens at times with a mind twist at every corner, time crept up and we suddenly had eight minutes left before we succumbed to asking for our first clue. Things that had no meaning eventually began to make sense and the excitement (and tension) became palpable, as we got closer to the escape. Working right to the end, we made it out of the room with barely 30 seconds to spare – not sure whether we were more proud of completing the game or more relieved that we had managed to uphold the TMN name!

The verdict: Whether with family, friends or colleagues, if you can round up a group of up to five then Escape Quest is something that has to be experienced. Incredibly clever and a challenge without being frustrating, it’s a great way to relieve the stresses of the day by forcing you to refocus your energy. While it’s certainly not a walk in the park, don’t be fooled into overthinking it either – there’s a beauty in the balance of complexity and simplicity that’s achieved. There’s only one quest available at the moment, which means you can only try this out once; but with a new one set to launch in the next couple of months, it will be a welcome opportunity to get our detective caps on again!

myconcierge.com

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We catch up with Rob Nicholas, Managing Director of npimedia to find out everything you need to know about the digital platform and latest addition to the concierge portfolio…

When is the launch of myconcierge.com?
The platform will be open for business as of March 9, 2015, and we are holding three separate events over three days to introduce it to our partners and clients.

What is the concept behind myconcierge.com?
To bring the luxury concierge to life on a digital platform that is accessible to both residents and visitors, and to create an environment that features the best activities, experiences, shopping, dining and hotels. myconcierge.com has been developed as the luxury department store for the best of everything that the UAE has to offer. It is not a place to find cheap deals, but it is a place to find value, information and inspiration. myconcierge.com is also dynamic, so the shop window changes according to who’s browsing – whether resident or visitor.

Who is the visionary behind the platform?
A fantastic team of people has helped not only shape, but deliver the vision. We started with an idea that has become so much more over almost two years of development and the contribution of more than 50 people. This project has been the most involved team effort in the 15-year history of the company and drew upon every ounce of experience gathered over this time.

Will it be exclusively online?
myconcierge.com is part of the concierge portfolio of media that also encompasses five magazines – Dubai, Abu Dhabi and UAE editions in Arabic, Mandarin and Russian. However, myconcierge.com stands apart as a completely unique proposition and draws on very few assets from the rest of the portfolio. The editorial we prepare and films we shoot are exclusive to myconcierge.com – although we will be linking to online features from the magazines via custom QR codes.

What are the main features of myconcierge.com?
Video is at the heart of the site and we have had a team of directors working on myconcierge.com for almost a year, producing broadcast quality, 30-60 second video. With more than four billion videos viewed every day on YouTube, it was a no-brainer to lead with this. As we are also facilitating our users to purchase experiences through the site, we know that they are 64% more likely to buy after seeing a related video than when reading about it or browsing photos. But as concierge is also a brand, we couldn’t just get journalists out filming. Each video is also a piece of art and filmed by a top director using cinematic equipment.

Who is your target audience and how will you market towards them?
Our target audience is the customer with five-star expectations. The person who wants to go somewhere where quality is assured. It comes back to the luxury department store concept and if that is the retail environment you are comfortable in, you’ll be very much at home on myconcierge.com.

How will myconcierge.com stand out in the market?
There is nothing like myconcierge.com. We have spent two years conceiving and building it based on 11 years of working with brands, luxury experience providers and creating the concierge portfolio. When we looked at the market, we saw high-end experiences being marketed in places that I’d compare to seeing Burberry in Debenhams. Brands have been doing this in the absence of something more appropriate and myconcierge.com is the environment they have been looking for.

Will you be working with a dedicated editorial team, or are there opportunities for freelancers?
We have a permanent team of eight people dedicated to myconcierge.com and a further ten people devoted to the concierge portfolio. However, freelance assistance will be used when the opportunity arises and we will also be further growing our team.

How can PRs get involved?
They can encourage their clients to be a part of myconcierge.com, to be present in the shop window and grow with us as we develop.

Are there any advertising opportunities?
myconcierge.com is a responsive site that is perfect for rich media. We have developed it with advertising and sponsorship opportunities in mind. You’ll see activations that are possible on myconcierge.com that you’ll see almost nowhere else in the UAE!

Are there any future plans for myconcierge.com once launched?
Big plans and further investment, but we’ll leave the big talk for when plans are turned into action. Claims are easy to make and we see too much of that in the technology space. Visit myconcierge.com when it is launched to see the possibilities for yourself!

 

Is it all about the award win?

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Do awards mark the be all and end all of a great agency? Two PR experts fight their metaphorical corners…

“YES” says Radhina Almeida Coutinho, Regional Director, TRACCS UAE

RadhinaCoutinho“Awards are an agency’s armour – proof that the work it does is outstanding, effective and industry leading”

If there ever was an event that proved the case for awards, we all watched it last month. From films, to directors, actors to cinematographers, the title “Oscar-winner” opens doors, delivers contracts on desks and changes the course of careers.

While the industry produces thousands of films each year featuring several thousand brilliant actors, it’s only a chosen few that rise to the top. Arguably this is due to the strength of their performances, and canny choice of scripts – but there’s no denying that once that hallowed title of Oscar-winner has been achieved, the opportunities to shine again increase ten-fold.

Awards matter. They bring visibility, attention and longevity to work done in the creative field; they commend impressive results and reward innovation. In a crowded communications landscape where clients and consumers are constantly bombarded by great work and campaigns, they help agencies stand out above the rest.

And awards should matter. An award-winning agency gets called upon to do more interesting work. It’s a fact of life – success breeds success and having a few awards under your belt as an agency or a PR practitioner gives you the opportunity to work on more challenging and rewarding accounts.

It’s often said that awards are an agency’s armour – proof that the work it does is outstanding, effective and industry leading.

But to me, I think awards matter more because they push people to think bigger and better. To challenge the norm, look for different solutions, structure campaigns so that they not only create a big bang but translate into concrete, measurable outcomes.

Most industry awards place a great deal of emphasis on impact – which, as an agency, is something clients value too. So creating an award-winning PR campaign that captures headlines and delivers real value is a win-win situation for everyone involved.

The trick is to focus on results as much as the creative aspect. Big ideas and bigger stunts may produce great headlines but they are an expensive business, and if clients don’t see them translating into results this can lead to problems. No client wants to be slapped with a big bill just so that its agency can take home another shiny trophy.

Agencies that make award-winning campaigns that work for their clients, give the limelight to clients’ products and services rather than their own creative efforts, and develop innovative and impactful campaigns will always have something to be proud of.

 

“NO” says Alisa D’Souza, Public Relations Director, Blue Apple Mediacom

AlisaDSouza1“If you win an award, it’s all too easy to wear it as a badge of honour and let your work take a backseat”

When considering whether award wins act as the mark of a great agency, there was no question that I would strongly advocate the ‘no’ side of this particular debate.

Awards don’t define the success of an agency. Awards, especially in this part of the world, hold little significance. So at our practice, we prefer to focus on the job at hand and give our clients tangible results rather than superficial recognition.

Our strength as a boutique PR agency lies in our ability to deliver what we promise. We would rather propose eight out of 10 and surprise you with 12, than promise 14 and give you two. A realistic approach is what we offer and real is what we are! We genuinely believe in our relationships with our clients and the media, and this is so much more important than one which takes focus off the real task at hand.

When I walk into an office I don’t want to see a wall adorned with shiny medals, trophies and plaques. I want to feel energy, see creativity and a positive vibe. If there is no soul, no award can make up for it. While PR is often viewed as a superficial industry with a lot of glamour-driven air-headed bimbos, what PR needs is a juggler. And no I’m not talking about a circus! A good PR professional is someone who can juggle a million different tasks and still wear a smile at the end of a hard day.

To shamelessly lift a quote from Shakespeare, “All that glitters is not gold.” What looks good from the outside does not necessarily glisten from within. That is precisely why awards do not guarantee a successful agency.

If you win an award, it’s all too easy to wear it as a badge of honour and let your work take a backseat. Most winners of such awards don’t feel the need to go the extra mile, because in their mind, they have already reached the final destination.

Need I say more?

The balancing act – making the most of PR trends in 2015

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Lale Ansingh, Founder and Managing Director of Rawaj Internationl offers an expert view on the PR trends for this year and how to stay ahead of the game when it comes to implementing them into agency strategy…

The base of the communication is no longer a monologue – it has turned into a dialogue, where consumers are able to give their feedback instantaneously.

The fast emerging trend of digital and social media has become a significant channel in the PR industry and has proven to be an integral part of daily communication. With the majority consuming their media on digital platforms nowadays – 80% of those on mobile – this illustrates a significant shift in consumer behavior, offering organisations and brands the opportunity to maximise reach and communicate directly with their audience; there is increasing pressure for businesses to keep up. Due to these factors and the world becoming a more global environment, the ever-expanding realm of digital media is only going to increase its influence in 2015; it offers limitless opportunities for creativity and has become a strong tool in diversifying existing communication. The most integral aspect of digital media is the effective measurement tools available, whereby consumer behavior can be monitored and tied directly to the bottom line. This offers marketers the ability to assess the effectiveness of campaigns on achieving business objectives.

In the Middle East, digital media is showing rapid growth – from the UAE having the highest market penetration for mobile phones to KSA having the highest penetration on Twitter. This adds a new dimension to the way we can communicate with our audiences. We have the ability to add more visuals to our communication that enhances our storytelling ability and engagement with target audiences.

Of course, the use of traditional PR channels is still very commonly used in the Middle East. PR is known as the ‘art of storytelling’; having relevant and consistent content distributed through print media is still a widely appreciated approach by readers, especially in this region. It adds credibility to a brand and creates trust with the audience because it is not a paid channel. In accordance, I strongly suspect that with the new digital trend, the challenge every organisation is going to face will be how to harness the power of both channels. In other words, in 2015 the strength of one’s communication effort will be measured with the success of one’s engagement strategy between digital and print communications.

It is therefore even more important nowadays for PR professionals to keep up-to-date on the trends and opportunities arising daily, to stay ahead of the competition and most importantly, stay relevant to the increasing demand of our target audience. Communications is no longer only about what brands have to say; it is based on what the audience wants to hear. Essentially, the base of the communication is no longer a monologue – it has turned into a dialogue, where consumers are able to give their feedback instantaneously.

Remember that with the shift in power from business to consumer, it is imperative to be relevant. Your content needs to be interesting and engaging to your target, always offering value. Make sure that you are measuring the effectiveness of your campaigns. Reassess, tweak and republish then start the cycle all over again.

Features Writer, Louise Quick

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Name: Louise Quick
Age: 24
From: Dorset, UK
Current Job Title: Features Writer for What’s On, Open Skies and Dubai Voyager.

When did you first arrive in Dubai?
I moved to the UAE in November 2013, after having studied and worked in London for several years.

Where did you work prior?
Before moving to Motivate in February, I’d been working in Dubai as an Assistant Editor for two trade magazines.

What were your first impressions of the media industry in the Middle East?
Small and fun, if that makes sense. There’s so much going on all the time – every event tries to be bigger and better than the rest – and then everyone seems to know each other; it’s such a small world.

Tell us about your role at Motivate…
I only started half way through February, but I will be working on content for What’s On, Open Skies and Dubai Voyager, which I am very much looking forward to doing.

What challenges do you face?
Well, I’ve only been in my new role for a short while, so it’s difficult to say just yet. Having previously worked on trade titles however, I have to adjust my ideas and tone of writing to better suit consumer magazines, which is essentially much more fun!

What’s the most rewarding part of your job?
At Motivate? Ask me again in a couple of months. But as a journalist generally, I’d say working with design on some much-loved content and then seeing it finally laid out. I’m always amazed by what a good designer can do with the copy.

What do you think of the quality of media publications in the region?
There are an awful lot of different publications, that’s for sure. But that competition just drives each magazine to be better and there are some beautiful luxury lifestyle magazines out there. Then there are new magazines like Good, which feels very fresh and is writing for an otherwise-forgotten audience.

How do you find PRs in the region?
Really rather friendly considering how hard they seem to be worked.

What’s your pet PR peeve?
I’m not sure. Perhaps people that mumble or speak quickly on the phone so you can’t hear them properly.

Work calls via landline, mobile or both?
Landline, definitely.

What’s your most overused saying?
Sadly, it’s probably ‘sorry’ (I’m very British).

Five things you can’t live without?
My family, my notepad, biscuits, my moonstone necklace and the occasional countryside walk.

If you weren’t a journalist, what would you be?
An archaeologist (preferably one like Indiana Jones).