2015 SABRE Awards EMEA winners announced

The 2015 SABRE Europe, Middle East and Africa (EMEA) Awards were held on 21 May, 2015 at The Roundhouse in London. Over 650 PR professionals from the EMEA region attended the ceremony to celebrate the winners, selected from 2,400 entries.

Among the agencies to have won were Roche Lebanon with Memac Ogilvy Public Relations for their Breast Cancer Awareness Campaign, Al Baik with TRACCS for their Park it Right campaign, Dubai Gold & Commodities Exchange with Weber Shandwick for their The DGC-X-Factor! How DGCX Transformed its Regional and Global Profile campaign and Canon with DABO & CO for the Canon Cabast trade show. UN Women with Memac Ogilvy Public Relations – Dubai, were also nominated as finalists for the Platinum Sabre award for Best in Show for their campaign, The Autocomplete Truth.

Global agency Weber Shandwick won five awards in total on the night, with Memac Ogilvy winning three. Ketchum was presented with four awards for its clients, and Burson-Marsteller and Edelman (including Elan and DABO & CO) won three.

A Cut above

Team TMN couldn’t wait to discover the latest in refined brunch offerings, from one of Dubai’s most decadent restaurants…

What: Friday Brunch at CUT

Where: CUT by Wolfgang Puck, The Address Downtown Dubai

When: Every Friday from 12pm – 4pm

The promise: “At the pinnacle of the fine dining experience, CUT by Wolfgang Puck invites visitors to indulge in an impeccable brunch that is beyond fulfilling. CUT offers an elegant dining experience with a menu that will make you crave more.”

Did it deliver? CUT by Wolfgang Puck has long been on the to-visit list here at TMN. Helmed by famed Austrian-American Chef (pronounced ‘pook’), the Dubai outlet is the latest addition to a family of world-renowned restaurants famed for their excellent steaks.

With enormous bay windows offering world-class views of the Burj Khalifa and the Dubai fountains, the restaurant itself is quite simply stunning. Team TMN loved the light and airy feel of the space, with its high ceilings and clean décor, and the restaurant was intimate enough for a good catch-up without feeling stuffy or cramped.

Opting for a table with a window view, we took our seats, and were made to feel thoroughly welcome. Promptly presented with a basket of delicious home-baked breakfast breads and croissants, a create-your-own Bloody Mary cart was also wheeled before us. As conversation (and cocktails) flowed, food began to arrive at our table – we began with canapé-sized portions of steak and miniature grilled cheese sandwiches, and both were devoured keenly, with the bite-sized steak acting as a tantalising glimpse of the mains to come.

CUT completely avoids the eternally disappointing buffet-for-brunch concept, and offers a selection of starters delivered to the table in a steady trickle, before one main course per person is selected from an a-la-carte menu. This meant that the quality of the food remained exceptionally high and we managed to try a little bit of everything, including some of the restaurants signature dishes – highlights from the starters we sampled included smoked salmon blinis, a wonderfully light scallop carpaccio, and an expertly prepared, utterly delicious steak tartare. By the time it came to order mains, team TMN were already feeling thoroughly spoilt by both the decadent food and excellent drinks list.

Obviously, going to a steakhouse for brunch meant only one thing when it came to mains: steak! Although we were provided with a surprisingly varied menu of mains, including incredibly tempting fish and vegetarian options, team TMN couldn’t pass up the opportunity to unleash our inner carnivores and we all ordered the prime rib! Our mains arrived, tender and cooked to perfection, with a selection of equally delicious sides – perfectly crisp French fries, well-dressed salad and a selection of sautéed greens.

Following our mammoth mains we requested a short break to enjoy the terrace and its stunning views, cocktails in hand, before heading back inside where we were presented with a trio of deserts and coffees to round off the meal. The blueberry cheesecake and rhubarb pancake were both light and fruity, but the standout of the trio was a chocolate egg which, when covered in a light sauce, melted away to reveal a delicious fondant dessert – the added touch of drama in its presentation, and its luxurious taste making this the perfect ending to such a refined Friday brunch.

The Verdict: CUT is not the liveliest place for brunch in Dubai, so if you’re looking for a debauched Friday afternoon, this is not the place for you. Having said that, the wonderful setting and variation in dining space – with small, romantic nooks as well as the large, open tables – does make this the ideal place for couples and groups alike to be social/celebrate an occasion. The excellent quality of the food alone makes this a brunch worth visiting, particularly for carnivore-enthusiasts, and the free-flowing beverages are at a level that is superior to many brunches Dubai has to offer. Packages start from AED290 for soft drinks and go up to AED650 for premium-selected beverages. While this isn’t cheap, when you consider that the average dinner at CUT without alcohol is around AED1,000, it is excellent value.

Is journalism a pursuit of passion?

Is writing professionally a calling, or is it something that you do purely because it’s part of your job description? 

No – says Dominic Beesley, Features Writer, Motivate

DominicBeesley Writing isn’t some kind of sacred calling, something that only the chosen few are good enough to do.”

There’s not really much of a debate here – I mean, you can write and get paid for it. So it’s a job. Maybe not the best job to get into, but it is a job and not a calling. I studied Creative Writing, so university was basically three years of people telling me over and over again that publishing is a dying industry, paying less and less each year.

I don’t want to boast here, but it’s a skilled job. Not everyone can write. Well, everyone can write, but not everyone can write (imagine that last ‘write’ in bold and italicised, and possibly underlined). And there’s a difference there. Writing is the one thing you learn at school that you have to do at least once every day, especially in the age of Twitter, WhatsApp and whatever else is out there. How often do people ask you to recite the seven times table? Or explain how an oxbow lake forms?

Not that that means everyone’s the new Charles Dickens these days. One look at social media is enough to prove that. Unfortunately not everyone knows that there’s a difference between definitely and defiantly. Any writer will tell you there’s a skill in writing a perfectly crafted sentence, and they’d be proud of it. Just like a mechanic would be proud of a carburettor, or a footballer might be proud of a really great kick. Probably. I don’t know much about cars or sport.

But writing isn’t some kind of sacred calling, something that only the chosen few are good enough to do. It’s still a job. You can’t just lock yourself in a Parisian garret and slave over your next Pulitzer Prize-winning work. You’ll need money, eventually.

You can’t always write what you want, when you want to. Instead, you might have to write something you don’t want to, on a topic you find incredibly dull, all while putting your heart and soul into it. It doesn’t matter if you couldn’t care less about the history of blu-tack – if your editor’s asked for 1,200 words on it, you’re going to have to write it or fear their wrath. And then there are the deadlines. Douglas Adams once said, ‘I love deadlines. I love the whooshing noise they make as they go by.’ And while it might be witty, it’s not the best attitude. Sure, he’s a great writer and all, but it’s still a job. He’d definitely be fired.

YES – says Judy Cogan, Lifestyle Editor, Friday Magazine

Judy-Cogan“The career part, the publication part – they are just the steam above a boiling pot of desire to play with words.”

I was seven when I announced I wanted to be a journalist. I put down my pencil, looked up and felt the words fall out of my mouth. And that was that. Colouring in had already blended into scribbled words and a string of stories and poems laced with imaginary wonderment followed. I embraced early milestones – a poem I wrote read out in school assembly, my first article being published in a local newspaper aged 17. My appetite to tell stories evolved from the time of swimming lessons and slush puppies and carried on through my journalism degree and into adult life.

As a journalist I’ve written about topics I don’t find very interesting for a demographic I don’t fall into. Praise is often thin on the ground with column inches and bylines being the most lucrative currency in a lowly paid profession.

It’s not always an easy gig. The journalists who gently swerve into PR jobs lured by higher salaries are indicative of this. Yet the ones armed with an innate desire to keep going do just that.

Hurdles noted, writing still doesn’t feel like a job and often doesn’t look like one to outsiders. I was asked by a woman I interviewed for a national newspaper fresh out of university “So what’s your real job, love?” I was stumped. “This is my real job,” I finally replied and she roared with laughter. Did she think I was there for the fun of it? The fact is I guess I was and I still am now. Much like the many editors who don’t have to write any more, but still make time for it.

When I was asked to write this piece I didn’t hesitate in saying yes. It’s another deadline pushing up against all the others, but the opportunity to write something new was worth the headache. I wanted to do it and that’s the calling right there, the one you can’t quash.

A reporter friend of mine gave me his view yesterday; “I don’t think (writing) is a calling, more of a craft that you have to devote yourself to out of desire.” But that’s the difference between a hack and a writer, the difference between seeking and succumbing.

The truth is writing is a vocation, defined as;“a strong feeling of suitability for a particular career or occupation.” That much is true, but the career part, the publication part – they are just the steam above a boiling pot of desire to play with words.

In a New York Times article from January this year and aptly entitled ‘Is Being a Writer a Job or a Calling?’ by Benjamin Moser, the author concluded: “Writing, after all, is something one does. A writer is something one is.” And I couldn’t have written it better myself.

Luxury Lifestyle Awards 2015

With the eighth annual Luxury Lifestyle Awards coming to Dubai on May 21, we sat down with Alexander Chetchikov, Owner and Founder of the awards, to found out what we can expect from this years event…

When are the Luxury Lifestyle Awards 2015 and where will they be held?
The eighth annual Luxury Lifestyle Awards Middle East will be held for the first time in Dubai, U.A.E on May 21st at The Ritz-Carlton Hotel and we anticipate 300 guests.

Tell us about the concept behind the Awards…
The Luxury Lifestyle Awards are international awards presented to companies in the luxury sector, for their initiatives and outstanding achievements. The awards are given following an impartial, independent and large-scale evaluation of companies. Participants are evaluated by an expert jury, which includes the first persons of international companies in the luxury sector, independent experts and business analysts, as well as chief editors of targeted mass media. We believe that receiving an award will boost a company’s profile in the eyes of the professional community.

This will be the first time that the Awards are held in Dubai. What makes the UAE the best place to hold such an event?
The Middle East market is one of the fastest growing and most promising markets in the world of luxury. Dubai is the most expensive city in the Middle East – making it the gem of the Middle East, combining luxury, opulence and lavishness with a high regard for leisure and business-related extravagance. We are pleased to hold the awards in Dubai and we hope that our project will help luxury brands, represented here, to become famous globally.

What makes brands eligible to enter?
All brands and companies who are doing business in the luxury sphere and are either globally recognised, new and local, or want to enter another market, can register for participation. After receiving their registration, our analytical department will vet them according to the criteria of the category they have registered for. If they match said criteria, we will invite them to participate in the Luxury Lifestyle Awards.

Can you give us some details about the awards/categories themselves?
Companies and luxury brands from across the Middle East region were invited to register and participate for various categories: residential real estate, luxury restaurants, luxury hotels, boutique hotels, national brands, luxury spas and wellness centers, luxury jewelry brands, luxury design studios, fashion designers and private banks. Participants were selected in the following categories according to an evaluation criteria, and each category has its own, unique criteria.

Who judges the entries for the Luxury Lifestyle Awards?
The Honoured Jury of the Luxury Lifestyle Awards is a professional honourary committee comprised of leaders who have a wealth of knowledge on the luxury market, and deliver unparalleled service and passion to each of the particular branches of the industry they work for. Each member is selected for his/her global expert opinion, valuable practical experience on their local and international luxury market. The Honored Jury consists of three jury sets: International (professionals from worldwide), Middle East (professionals from Middle East countries) and Main Jury (owners and CEO of the nominated companies).

 What has been your advertising strategy for the UAE?
In a rapidly growing global luxury market, we understand that we should put digital at the centre of our advertising strategy in order to attract new clients and retain existing ones. Our focus is on online promotion by building conversations with clients and engaging them. We are present on different social media networks – LinkedIn, Instagram, Facebook, Youtube – and for each of them we generate unique content relevant to that media channel.

How do you think the Luxury Lifestyle Awards will develop in the future?
Future upcoming events will be in Dubai and the Luxury Lifestyle Awards Europe 2015 will be held in Milan, Italy, at the end of September 2015. In the next year we want to enter into the US and Asian markets, by engaging all spheres of the luxury sector.

X marks the spot – the importance of target marketing

Andres Mongrue, Associate Regional Director at Starcom MediaVest Group, MENA offers his thoughts on why it is so important for markets to identify, and aim for, a target market…

For many of the largest clients present in the Middle East today, segmenting audiences is of critical importance.

“Half my advertising is wasted, I just don’t know which half.” – John Wanamaker, American Retailer, (1838-1922).

While the sentiment behind Wanamaker’s famous statement still rings true for some marketers today, a lot has changed since he originally turned the phrase. In today’s turbulent business economy, the need to maximise ROI for each dollar spent continues to drive marketers away from wasteful mass targeting choices of the past toward more efficient targeted communication.

The concept behind target marketing is simple; target relevant communication to the relevant audience in the right place and at the right time when they are most receptive to your message. This approach continues to replace mass communication of the past, where marketers targeted everyone with the same message in the hopes of it falling on their target audience – an approach that has proven to be costly and ineffective.

For many of the largest clients present in the Middle East today, segmenting audiences is of critical importance. Take, for example, a market like Egypt, which boasts a population exceeding 80 million; to reach everyone with one message would be highly inefficient for even the biggest media spenders. A marketer selling a line of shampoo products, for instance, would be better off identifying need-based target groups and focusing relevant communication to them. A mother of three living in rural Egypt will have a very different motivation for her purchase decisions, as well as a different set of media choices, versus a young millennial living in Cairo. Through a unique set of media choices such as digital, mobile and social, the marketer can deliver tailored messaging intended for the millennial, while TV speaks to the rural mother. This approach would lead to a much more efficient market strategy than trying to reach all 40-plus million women in Egypt at once.

While the concept of target marketing may not be new, the emergence of digital and data has changed how marketers go about it. As media companies such as Facebook evolve from a social media network to a $212 billion-dollar Tech company, they open up new possibilities on how to leverage the deluge of data available around the 1.44 billion users on their platforms. Today, marketers have at their disposal online behavioral data that allows them to get as granular as possible to target consumers by their purchases, interests, behaviors and even intent. The growing complexity can be daunting, but the best marketers are embracing this change and simplifying their approaches by always bringing their targeting strategies back to the business objective at hand.

CEO & Founder, Detria Williamson

Name: Detria Williamson

Age: Born on the same day as Prince William but different year!

From: Chicago, USA

Current job title: CEO & Founder

When did you arrive in the UAE?
August 2009, when the humidity was at 80%, I remember walking around with a permanent afro.

Where did you work prior?
Prior to arriving to the UAE, I worked for Discovery Channel Networks, overseeing their channel portfolio globally.

What were your first impressions of the media industry in the Middle East?
As a client I felt that products and leadership were always on the front foot, but the media behaviours and practices were lagging.

Have these impressions changed much?
Media is changing here because the world is moving at a hyper-speed pace.  Simply put, we as leaders in media have no choice but to take bigger risks and stay on the cusp of new media and technology.

Tell us about your new role with Drum Content Design…
Starting Drum Content Design is a thrill, after spending years on the client side and in television. I am in a unique position to know what the client really, truly needs and wants – even if they are unable to articulate it -because of my decade-long career working with the world’s most loved television brands globally. As CEO of Drum, I’m happy to build on this experience and provide non-conventional approaches for clients looking to connect with consumers in a deeper manner. 

What challenges do you face?
I’m pretty sure most creative entities here would echo this challenge – recruiting. Having eclectic and diverse staff is a non-negotiable mandate for myself, as well as the hiring managers within Drum Content. Finding global talent from various backgrounds can be tricky but we are hitting a very nice stride so far with a team of female leadership, a rarity in the Advertising industry as a whole; as well as scriptwriters versus copywriters, film videographers versus TVC directors and analysts versus planners.  

What’s the most rewarding part of your job?
Converting traditional marketers to content evangelists who never look back. It’s a complete shift in terms of the marketing psyche, which requires risk, especially in this region where clients have a shortage of content agencies.  

What’s the most exciting thing to happen so far?
Given the launch of the company, I’d have to say finding our location at D3.  Our approach is centered on design so it’s a perfect fit. To be in an environment surrounded by designers across various categories is fuel for designing marketing innovation.

What do you think of the quality of media publications in the region?
The great thing about Dubai, Abu Dhabi and Doha is that they’re blank slates you can paint whatever color you want.  I think 2015 is going to be a year where media publications push even further outside of the norm and convert standard publications to richer online and mobile experiences.  Having tech leaders Google and yahoo in the region will keep all of us on the cutting edge of technology. 

What sets you apart from other content design professionals?
I have been a client most of my career which enables me to connect with clients in a relevant and transparent way. When clients ask about our agency credentials, I have no shame in telling them our credentials are that we come from award winning brands as clients, journalists and producers.  Pushing the boundaries of traditional agencies and offering clients marketing innovation brings a great deal of satisfaction.

Work calls via landline, mobile or both?
Strictly mobile. The GSMA just released a statistic that by 2020 60% of the world’s population will own a mobile phone. Landlines will be soon become a vintage household name.  

What’s your most overused saying?
Mistakes are great and should be studied relentlessly. Repeated mistakes are failures, which are unacceptable. It’s a principal I stand by in my work and personal life.

Five things you can’t live without?
The Sneeches by Dr. Seuss (for serving as a reminder we are all the same), music (in particular Nina Simone because of her brutal honesty), Raw Coffee, true love (it could be Jimmy Choos or it could be a person…stay tuned) and finally, my superstar kids, Noah and Sophia who teach me to constantly start over with grace.

If you weren’t in content design and production, what would you be?
A home school Mum…but I’m ashamed to say my kids are too smart for me.

TRACCS honoured by The Holmes Report

TRACCS, the largest home-grown public relations network in the Middle East & North Africa, has been named ‘Best Consultancy to Work for’ in Continental Europe, the Middle East and Africa by The Holmes Report. This is the first time a regional agency has won the accolade.

Recognition from The Holmes Report is determined by a comprehensive survey of agency employees from around 40 PR firms throughout Europe, the Middle East and Africa. The process solicits employee views on a wide range of issues, from the integrity of senior management and the quality of professional development to empowerment, risk-taking and compensation.

“This recognition is a huge vote of confidence in our approach to hiring and training Arab PR practitioners and our unwavering belief that a professional and sustainable communications industry needs to be built from the ground up, without relying overly on imported talent,” says Mohammed Al Ayed, Chief Executive Officer, TRACCS. “TRACCS is deeply committed to transforming itself from an ‘executing’ organisation to a ‘thinking and learning organisation’. This is a painstaking process that requires coaching, mentoring and integrating new talent with the core teams of the network.”

Transform announces awards nominees

The Transform Awards Middle East North Africa (MENA) 2015, a showcase of exceptional new and evolving brand and rebranding campaigns, has revealed the organisations who have made its shortlist.

The awards recognise and share brand development work in the MENA region that is well thought-out, effective, innovative and creative. This will be the second time the event takes place in the region, having begun in Europe six years ago.

This year, Transform saw entries from a greater number of regional countries, including: the UAE, Bahrain, Saudi Arabia, Oman and Lebanon. Shortlisted companies include Careem and North 55, GGICO Properties and MBLM, and National Bank of Oman and Bellwether, for ‘Best Rebrand of a Digital Property’ as well as Abdul Latif Jameel and Siegel+Gale, Al Yuam and Bellwether, Asser Investments and Bellwether, Batelco and Unisono, GO Telecommunications and Bellwether, and Horizon & Co and Bellwether, for ‘Best Brand Evolution’. The most inspired and innovative project, as voted for by the Transform MENA judges, will receive the most prestigious award of the evening, the Grand Prix.

“We are proud to bring the Transform Awards to the MENA region once again to celebrate the growing brand industry and the superb work being done,” says Liz Foggitt, Publishing and Events Manager, Transform. “It’s always a pleasure learning about the nuances of branding and communications in different cultures and some of the work is of an exceptionally high standard.”