In The Hot Seat – Waseem Yakdi

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Team TMN chat with Waseem Yakdi, CEO, Zia Creative Network, who talks about his current role and offers his thoughts on the PR industry in the Middle East.

Name: Waseem Yakdi

Age: 33

Nationality: Syrian

Current job title: CEO, Zia Creative Network

When did you first arrive in Dubai? 2006

Where did you work prior?

Multinational Advertising Agencies, Film production houses and event management companies all over the UAE.

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

Since UAE has always grabbed the world’s ATTENTION in the advertising sector, it becomes imperative for us to be updated with THE latest trends and technologies in order to catch up with the growing pace of the industry in the region. Therefore, my aim has always been to fetch creative brains and compliment them with high-end technology in order to create thought-provoking advertising campaigns.

Has your opinion changed much?

Definitely a lot ever since I started my own advertising agency.

Tell us about your current role & what challenges do you face?

I manage our business development, marketing department, creative studio, film director and supervise the advertising and film production work. My major challenge is to achieve the client’s expectations by thoroughly understanding the client’s objectives and transforming the idea into execution that deliverS tangible results. I am able to achieve this through my skillful team and by guiding them in the right direction.

What’s the most rewarding part of your job?

It’s always been my achievements complimented with client’s satisfaction. These two things always keep me motivated and help me set the highest benchmarks in the field of advertising.

Is traditional media still relevant for effective branding in the region today?

Yes, of course. There is and will always be old school requirements and we still deliver that happily. I believe that Below The Line (BTL) advertising is never going to lose its charm because Old is Gold.

How do you keep up with the latest creative tools and technologies?

Being updated with the latest creative tools and technologies is something I cannot afford to miss, if I do, I will leave a chance for my competitors to take the lead and that is not in my dictionary.

Has cultural differences in the region created a limitation or an advantage to advertising campaigns?

Not at all, creativity has no limits and if you are good enough to spread the message effectively, you can spread it through a book that can be read by everyone irrespective of the cultural diversity.

Describe yourself in five words.

Hard worker, Optimistic, Charismatic, Creative and Ambitious

Who inspires you?

Professionals

What’s your most overused saying?

Get the work done today, to get another one tomorrow

Five things you can’t live without?

Technology, my professional tools, my creative team, my sport activities and my suits 🙂

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

Working hard to achieve my current position and aiming to make it even better.

What’s your favourite form of media?

ATL and TVCs

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

Define your abilities and find your route, work hard and you will definitely achieve what you aim for, if you have the passion for it, you will do it well.

Starcom makes new appointment 

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Starcom, part of Publicis Media, has appointed Racha Makarem to the role of Regional CEO. With over 15 years of experience in the agency, Racha previously worked as Head of the Analytics and Insights Practice and most recently held the role of Managing Director of the Data Science Practice. In her new role, she will elevate the passion and collaborative spirit of Stardom to drive change while also continuing to build the agency’s deliverables against the increasing demand for data.

“Over the past 15 years, my expertise has been in helping our clients solve complex business problems from the lens of the consumer, mining data and delivering actionable insights,” says Racha. “Previously, as the head of the Publicis Media Data & Science Practice, my role was to build this expertise across our network and client teams, fueling marketing transformation in an age where data is prevalent.  In my role as CEO, I will accelerate this momentum, ensuring that we continue to shape the industry.  My priorities, leading Starcom, the Human Experience Company are; to work closely with our clients to create real solutions that accelerate their growth, to leverage actionable data and technology to deliver marketing transformation, and to invest in our people who will drive the capabilities around data, technology and performance to propel the growth of our clients business in today’s digital economy. We have never faced a more dynamic time to be in our business and I’m excited to be at the helm of Starcom, leading into tomorrow.”

Memac Ogilvy welcomes new Managing Director 

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Memac Ogilvy has appointed Philippe Berthelot to the role of Managing Director. With a wealth of experience in delivering award-winning creative campaigns globally, Philippe most recently worked with brands such as Pepsi, Lays, Google and France 24. In his new role, Philippe will lead the agency’s operations and focus on delivering modern marketing solutions to help increase awareness of its brands.

“I’ve always been an experience junkie, always needed a challenge, and always needed to grow in my career – that’s what’s led me across the world from the creative to the account side,” says Philippe Berthelot, Managing Director, Memac Ogilvy UAE. “The truth is, consumers have changed as well. They seem to care less about brands today. That’s why our goal is to create purposeful work that makes brands matter in peoples’ lives. It’s as simple as that.”

ITP Media Group launches B2B beauty brand 

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ITP Media Group has launched new B2B magazine, Middle East Beauty. Middle East Beauty will include a monthly magazine, a website and social media platforms. The new brand will target owners and operators of salons, spas and aesthetic medical service providers while connecting industry figures, artists, stylists, spa managers and product manufacturers. The magazine and website will feature exclusive interviews with beauty players across the region as well as product releases, events, innovations and industry trends. The new launch will also see the appointment of Claudia de Brito to the role of Editor. Claudia most recently worked with Caterer Middle East where she held the role of Editor. In her new role, she will oversee all content for the print and digital platforms.

“We are pleased to announce the launch of Middle East Beauty. Changing social dynamics and growing audience of both men and women with high disposable incomes have transformed the Middle East into the fastest growing beauty market in the world,” says Alex Reeve, Managing Director, ITP Business, ITP Customer. “Led by an experienced and creative team, our new launch will provide its readers with an in-depth analysis of this booming industry. ”

Create Media Group makes new appointments 

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Digital communications agency, Create Media Group has appointed Sandra Khawand to the role of Account Director. With over four years of experience in the region, Sandra most recently worked with brands such as Dubai Tourism, GoPro and Nestlé. In her new role, she will take the lead on the agency’s new accounts, develop strong and innovative social media strategies while ensuring the progress and growth of each account.

Create Media Group will also see the appointment of Diogo Bernado to the role of Account Manager. With a wealth of experience in paid social media management across the Middle East, Diogo is a digital strategist from Lisbon and has worked with brands such as Emirates, Chanel, Swarovski and Hyundai. In his new role, he will be responsible for driving key social media accounts and delivering creative campaigns, focusing mainly on paid media and social media management.

“Both Sandra and Diogo bring a wealth of global account management experience and we’re really looking forward to seeing the impact they’re going to have both on our culture and our new client accounts,” says Tom Otton, Managing Director, Create Media Group.

In The Hot Seat – Dominic Ellis

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Team TMN chat with Dominic Ellis, Editor, Business Traveller Middle East, who talks about his current role and offers his thoughts on the media industry in the Middle East.

Name: Dominic Ellis

Age: 47

Nationality: British

Current job title: Editor, Business Traveller Middle East

When did you first arrive in Dubai? September 1999
Where did you work prior? Grocery and shipping trade magazines in London area; Independent Grocer made it onto Have I Got News For You? once, but Reed actually provided excellent training and I enjoyed travelling round the world writing long market reports for International Freighting Weekly, which gave me a thirst for travel.
What were your first impressions of the media industry in the Middle East? Print reigned supreme amid the boom in Gulf economies, with magazines left, right and centre; there was no Netflix in those days, but Dubai Channel 33. At one stage I was editing three magazines simultaneously; it was hectic but enjoyable. Of course, everything changed after 2008.

Tell us about your current role… I count myself lucky to have been the launch editor of BTME in 2003 and still with the title 15 years later. The magazine had a redesign at the turn of the year with sharper photography and more lifestyle content – reflecting the wider changes in travel and hospitality. I contribute to gulfbusiness.com with the breaking news and the magazine enables us to reflect on the most important stories and trends, which is the best of both worlds.

What challenges do you face? Time and deadlines never change, and print publishing is universally harder than it was, but I’m fortunate to have a strong niche.

How do you overcome writer’s block? Write down key points and quotes, then it usually flows.

What’s the most rewarding part of your job? Travelling somewhere new and getting to experience the best in hospitality – although I travel a fair amount in economy. I do like meeting people and travel is full of characters.

How would you rather be contacted at work? We are all email driven these days but I don’t mind a phone call if it’s short and relevant.

What do you think of publications in the region? I can’t generalise, you’ll find good and bad everywhere, and publishing is a bit like going out to bat; you’re only as good as your last edition/score. The UAE clearly leads the way with English and Arabic.

What role has digital media played when it comes to reader engagement in the magazine industry? Motivate has a growing digital department and it’s clearly pivotal to every brand’s evolution. But there is no dressing it up – Facebook and Google have changed the rules of the game. How the next generation consumes news is different to before, yet I think – hope – if you’re providing value, revenues will come and you’ll survive.

Has the region’s culture and diverse audience posed as a limitation or advantage in producing editorial content?

Both. Not every article will appeal to the 200-plus resident nationalities, but ultimately our readers, like the guests in hotels and airlines, are drawn from across the spectrum which provides a wide scope for content.

What’s your pet PR peeve? “Did you get my press release?”
Describe yourself in five words… Positive, outgoing, friendly, focused. I’ll leave people who know me to add the fifth.

Who inspires you? Too many to mention! I look to mum and dad’s generation for wisdom, and to Andrew’s for energy.

What’s your most overused saying? “Can I get back to you on that?”

Five things you can’t live without? Computer, sunglasses, BBC radio, eggs & avocado
When you were a kid, what did you want to be when you grew up? Footballer of course. Then a cricketer. I didn’t like writing until I got to uni.

If you weren’t in your current role, what would you be doing? Hopefully something socially constructive.

What’s your favourite form of media? Mags of course!

What advice would you offer to someone looking to start a career in the media industry in the UAE? Always do something you enjoy. If you can find that, and work hard, the rest will take care of itself.