In The Hot Seat – Isabel Tapp

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Team TMN catch up with Isabel Tapp, Founder and CEO, AllDetails Middle East who talks about her role and offers her thoughts on the PR industry in the Middle East…

Name: Isabel Tapp

Age: 53

Nationality: Maltese/British

Current job title: Founder and CEO, AllDetails Middle East

 When did you first arrive in Dubai? 2000

 Where did you work prior?

I have worked with travel and luxury hotels all my life – having started with the Corinthia Group at the age of 18 and working in Malta, the UK and Switzerland, before coming to Dubai to set up the PR department for Jumeirah Hotels in 2000.

What were your first impressions of the PR industry in the Middle East?

When I first arrived in 2000, the PR industry in the Middle East was young and just starting out, trying to find its way. It was a little bit like a toddler trying to walk for the first time

 Has your opinion changed much?

Absolutely! The PR sector in the Middle East is now much more mature, with many agencies, large and small, as well as independent consultants, all competing for the business. The levels of professionalism and effectiveness vary greatly from company to company.

Tell us about your current role…

I have been running my own PR company for the last 13 years, representing some of the most prestigious names in the hospitality industry, as well as launching new exciting brands into the GCC market.

What challenges do you face?

There are many day-to-day challenges from finding the right team members with the right qualities, to educating new and prospective clients of the importance of PR and building a brand name. PR, if used correctly, can be significantly more effective than advertising, however, it is not a quick fix and needs sustained work over a period of time.

What’s the most rewarding part of your job?

Seeing the results of hard work come to fruition, team members growing and developing as people and happy clients achieving their objectives.

How has clients’ expectations in today’s digital community influenced PR and marketing in the UAE?

There is still some confusion as to what the correct mix of traditional and digital PR and marketing is the most effective. From my point of view, I advocate a mix of activities, in order to maintain brand awareness and for brands to stand out from the crowd.

How has social media in the region evolved to become an integrated part of the PR industry?

When I first started my business, 13 years ago, we did not use social media for business at all – today, it is an integral part of the PR and marketing mix.

What do you think of PR ethics in the industry today?

There is a lot of competition in the GCC PR industry – sadly, not all of them give the industry a good name and we are very often approached by clients who have had bad experiences with PR agencies doing a bad job or not doing anything at all.

Describe yourself in five words…

Determined, passionate, perfectionist, strategist and intuitive.

Who inspires you?

Many people inspire me – people who are determined to achieve their objectives against all odds and people who don’t give up, but keep going.

What’s your most overused saying?

Don’t give up!

Five things you can’t live without?

My mobile, my laptop, sun, sea and travel

If you weren’t in your current role, what would you be doing?

I would be a Lawyer.

What’s your favourite form of media?

I love them all – I love communication in all its formats.

What advice would you offer to someone looking to start a career in PR in the UAE?

Choose to work for professional PR companies, who will give you a solid foundation and who work ethically and care about their employees and clients as well as the results they achieve – can be big or small.

 

PHD MENA expands into  Egypt

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Dubai-based media and communications agency, PHD MENA has launched its Cairo office as part of its expansion plan across the Middle East. Egypt being its fifth location in the Middle East, the new office aims to offer strategic, digital and creative expertise and build on business partnerships with regional and international clients. The launch will see the appointment of Nour Eldin Saleh to handle operations in the Cairo office as General Manager bringing with him experience working with companies such as Starcom and Mindshare.

“PHD’s expansion into Egypt, our largest market in the Middle East to date, is a clear indication of how the region is transforming,” says Elda Choucair, CEO, PHD MENA. “While it has a rich heritage and thriving traditions, the country is rapidly progressing in terms of digital sophistication, both from a consumer and corporate standpoint. The time is right for PHD to capitalise on this shift and introduce ground-breaking approaches in media and communications. I am certain that, with Nour Eldin Saleh at the helm, we will provide new levels of media and business excellence to our clients.”

 

New Deputy Editor at A&E Magazine

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Lindsay Judge has joined fashion and lifestyle title A&E Magazine as Deputy Editor. Having previously worked as Fashion & Beauty Editor at Gulf News since November 2014, and as Fashion & Beauty Editor at Ahlan! Magazine, part of ITP Publishing before that, Lindsay brings a wealth of experience. Lindsay will work alongside Editor-in-Chief Lara Mansour Sawaya compiling features and fashion shoots for the monthly title.

“I’m so excited to be joining the A&E team and really excited to pursue my career further into the world of luxury fashion,” says Lindsay. “I look forward to being part of putting together this beautiful magazine each month.”

RBBi wins Seamless Award

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Digital marketing agency, Red Blue Blur Ideas was recognised at the Seamless Awards that took place on April 15, 2018 at JW Marriott Marquis, Dubai. The agency secured the award for Best Use of Big Data after completion of their work for Al-Futtaim Automotive, which showed off their talents as a data-driven consultancy.

“To receive industry recognition in a category representing the future of our industry is an achievement we are immensely proud of,” says Byron Gavin, Head of Data & Analytics, RBBi. “With vetted panellists, tough criteria, and a shortlist of five strong nominees, we are honoured to be recognised for the work completed with Al-Futtaim Automotive, and for the opportunity to flex our digital analytics solution to deliver an award-winning campaign.”

Mariam Al Rousan joins Socialize 

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Socialize has appointed Mariam Al Rousan to the role of Account Director. With more than eight years of experience in marketing in North America, Mariam most recently worked with Alsayegh Media. In her new role, Mariam will be focused on driving the charge for new business opportunities and handling accounts for the agency.

“I’m so happy to have joined Socialize, a pioneer in its field,” says Mariam. “I can’t wait to sink my teeth into the amazing list of clients that make up the Socialize portfolio. I’m looking forward to lots of agency wins and creating some brilliant campaigns.”

Quill Communications makes new promotion

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Dubai-based marketing agency, Quill Communications has promoted Rabih Saab to the role of Head of PR. With a wealth of experience in the PR industry, Rabih most recently held the role of PR Account Manager at Quill Communications, where he lead PR strategies, identified new business opportunities and generated business development leads for the agency. In his new role, he will set objectives and monitor the PR team while influencing media coverage and cultivating relationships with media professionals.

“I feel very blessed and grateful to be leading an amazing team,” says Rabih. “For me, I believe success comes from a team, not from one person. I wish that my journey will generate more success and achievement to the company and to my career experience.”