In The Hot Seat – Nicole Suter

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Team TMN sits with Nicole Suter, Managing Director of Djembe Communications, offers her thoughts on the role of digital media and the PR industry in the Middle East…

Name: Nicole Suter

Nationality: Swiss

Age: 38

Current job title: Managing Director, Djembe Communications

When did you first arrive in Dubai?

2005

Where did you work prior?

I previously worked at the UN High Commissioner for Human Rights in Switzerland and in the UAE, I worked as Account Manager at Golin Harris, Communications Manager at Legatum, Account Director at Weber Shandwick and most recently held the role of Regional Director EMEA at Djembe Communications.

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

That it is an interesting, multi-facetted industry where someone like me who started out fresh could learn a lot.

Has your opinion changed much?

No, not at all. I think with the Middle East and particularly Dubai, becoming an international hub, it is more important than ever for organisations, both local and international ones, to focus on their reputation and communications. Which is why I think this industry remains very interesting and challenging.

Tell us about your current role…

I am leading an international team across offices in the Middle East, Africa, Europe and North America. My role is very diverse in that I strategically advise clients, drive our growth by generating new business leads and ensure we as a consultancy offer our clients best in class capabilities and expertise. It is very exciting for me to interact with a team of drummers with local expertise in UAE, Angola, Mozambique, Nigeria, Ghana, Morocco, Switzerland, United Kingdom and the USA.

What challenges do you face?

The challenges of entering and setting up a business in the Middle East or any region for that matter, are manifold and range from understanding the culture, approach to business and becoming familiar with procedures, processes and key stakeholders. It was imperative for us to understand the market and adapt our market entry strategy accordingly to ensure we have a successful start to our operations in the Middle East.

What’s the most rewarding part of your job?

Witnessing every day how such a diverse team of people can deliver great work.

How would you rather be contacted at work?

Through email, phone, our website or social media channels. Our channels of communication vary and are always open.

Has user-generated content taken over brand promotion and marketing campaigns in the Middle East?

Megabrands and smaller companies alike are harnessing the power of user-generated content by mobilising their audiences in social sharing, both on and offline. I would not say it has taken over yet but it has definitely added great value and created another reference point for consumers today.

Has the Middle East’s diverse audience posed as a challenge or advantage in PR today?

I think it is a challenge in that we as communicators need to make sure we address this diversity, so it is a positive challenge and an advantage at the same time for brands to speak to various stakeholder groups.

What role has digital media played in redefining the relationship between PR professionals, journalists and bloggers?

Digital media has become very important and a source of information, news and opinions that is readily available and spreads globally within a very short period of time. Smartphone penetration is incredible. It has brought a new dynamic to the communications industry and key actors. We have seen that African companies are increasingly adopting social media as a tool for business growth and, supported by increasingly reliable broadband infrastructure, it is becoming a core part of the innovation eco-system. That eco-system also includes a nascent app and web development industry. Collectively we are seeing the growth of an exciting new digital age in Africa that is proving to be attractive to the region’s young population and creative minds.

How would you describe yourself at work?

Focused, driven, organised but also in need of a laugh once in a while

What inspires you?

I can’t name one thing, it is often the unexpected – a different opinion or view for instance, that inspires me to think or act differently.

What’s your most overused saying?

‘We need a plan’ and ‘Let’s get the job done’.

What’s the most exciting thing that has happened to you in your career?

There are many but overall, I would say the exciting places my work has taken me to over the years.

Five things you can’t live without?

Definitely, my two sons, the rest is materialistic and shouldn’t be so essential.

If you could have one work wish granted, what would it be?

Shortening travel times to a few minutes.

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

I would have loved to have been a criminologist or profiler.

What’s your favorite form of media?

As communicators, we have to consider all channels, always. I access news on my tablet as I’m always on the go and depend largely on social media for latest news. I also depend on TV while at the airport waiting to board.

How do you see the PR industry changing in the Middle East in the coming years?

Clients have embraced digital and we have fewer clients giving us traditional briefs. Digital and social media continue to prove essential channels for brands looking to engage with their highly connected audiences. We have also noticed that clients are looking at consultancies to advise them on campaign PR as opposed to regular one-time activity or solutions. In terms of professionalism I think we can always do more. Evaluation is still to come of age, but again the inclusion of social and digital elements, including paid media, into many mandates is starting to finally force through the changes we needed to all see in this area too. We have also seen that the importance and impact of online influencers have grown and will keep growing, however there will be more emphasis placed on ROI, measurement and earned equity. With the Middle East and Dubai continuing to become a regional and international hub, the industry will also become more sophisticated and adapt international best practices even more.

New Digital Editor at Harper’s Bazaar Arabia

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ITP Media Group has appointed Kyli Singh to the role of Digital Editor of Harper’s Bazaar Arabia. With a Masters degree in digital journalism from New York University, Kyli previously worked in the United States with Yahoo! News as News Editor, The Huffington Post as Associate Editor and most recently with TIME Inc. as Audience Strategy Operations Manager. In her new role, she will work across the digital content of Harper’s Bazaar Arabia and contribute strategies for the growth of its digital platform.

TishTash Tots launches in the GCC

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Dubai-based specialist boutique PR agency, TishTash has launched new specialist division, TishTash Tots. TishTash Tots aims to provide a range of PR and integrated marketing services needed to connect brands and businesses with the children and family market across the GCC. The new division will also work across clients such as Water Wipes, ClevaMama and Aventura Parks as a part of its plan to specialise in a portfolio of children and family brands.

“TishTash is an agile agency, “says Natasha Hatherall-Shawe, Founder and Managing Director, TishTash. “We strive to anticipate industry trends and new areas of accelerated growth. Our strategy, at this time, is to take our proven specialist approach to those sectors that present the biggest potential.”

Cicero and Bernay expands into the MENA region

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Public relations consultancy, Cicero and Bernay (C&B) has signed a strategic affiliation with Sudanese-based company, Katia International as a part of its expansion plan into the MENA region. The partnership will see C&B build on its expertise in the Sudanese market through the provision of PR services, on-ground support and development of targeted communications as well as PR strategies that caters to the region. The affiliation will also see Katia International lend C&B important insights while it expands its regional influence and ensure both companies collaboratively exchange best practices to further professional development.

“This is part of our wider strategy to enhance our MENA presence by expanding to all Arabic speaking countries, strongly building a regional and global network of communication experts, offering our services to multinational corporations, and increasing our diverse portfolio of clients,” says Maysa-Jana Atoui, Director of Business Development, C&B.

Motivate Publishing welcomes Tamara Djorem

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Motivate Publishing has appointed Tamara Djorem to the role of Senior Sales Manager for good magazine. Tamara brings with her five years of sales experience haven most recently worked with ITP Media Group as Sales Manager for it’s consumer magazines OK! Middle East and Ahlan!. In her new role, she will be responsible for driving sales for good magazine and executing bespoke events for its clients across the region.

“I am thrilled to be part of Motivate Publishing and really look forward to working with such a dynamic team and developing new ideas and possibilities,” says Tamara.

New Group CEO at Grey MENA

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Global communications agency, Grey Group has appointed Kamil Kuran to the role of Group Chief Executive Officer of Grey MENA. With a wealth of experience in the advertising industry, Kamil previously worked with Leo Burnett MENA, having joined since 1998 as Regional Planning Director – MENA and most recently holding the role of Regional Planning Managing Director – Levant, where he was responsible for the planning, function and lead on major client accounts as well as taking on the lead for regional training. In his new role, he will report to the Chairman and CEO of Grey Group Asia Pacific, Middle East and Africa, Nirvik Singh and oversee all of Grey’s operations across the MENA region.

“Grey has built a great reputation over the years and I am looking forward to joining the network at an exciting time as it happens to be Grey’s centenary year too,” says Kamil. “The region has a lot of potential and we have plans to make a genuine difference here. Plans that will not only give Grey a bigger footprint in the region, but will also give our clients a creative edge and significantly more offerings.”

EWmums goes live

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ExpatWoman launches new focused brand extension, EWmums. The new platform will be in Arabic and English and aims to provide vital information, interactive tools and interesting content to mums-to-be and mums-already audiences. The website will also feature insightful articles, news, reviews and tips from mummy bloggers as well as forums for sharing and guides on topics related to pregnancy, birth, babies, toddlers and children along with advice from experts and parents.

“This relaunch – a whole new dedicated site with bespoke functionality, marks a significant new step for ExpatWoman with EWmums being our first dual language digital publishing site,” says Jane Drury, CEO, ME Digital Group and Founder, ExpatWoman.  “We’re meeting the needs of brands focused on a pan-demographic, GCC reach, particularly in FMCG and retail. This brand extension will support and inform both Arabic and English- speaking parents, and mums to be.”

Rahman Risilia joins MCG Group

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MCG Group has appointed Rahman Risilia to the role of Managing Director – MENA of its recruitment brands, MCG& Associates and Kemistry. With 16 years of experience in recruitment across the marketing, digital, communications, IT and sales sectors, Rahman has worked with Mackenzie Jones Middle East as Sales, Marketing, Digital Manager and most recently with Simply Digital ME as Director.  In his new role, he will work alongside the Global CEO of MCG Group, Justin McGuire and take full control of the Dubai office.

“MCG& Associates and Kemistry are reputable and global recruitment agencies and I’m thrilled to be joining at such an exciting and crucial time for the business,” says Rahman. “I am looking forward to working with the talented team and building on what is already an amazing brand, by implementing a proven service delivery model, customer engagement plan and to centre our place as the number one agency within the advertising, marketing and digital space.”

PR is a commitment, not a short-term fling!

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Shraddha Barot Amariei, Founder and Chief Inspiration Officer at White Label Media Group, talks about the benefits of growing an agency in the Middle East and how long-term partnerships help the client…

I started White Label Media as a passion project, back in 2012 and has purely grown based on referrals. Humble beginnings with no office and a one woman show to 15 people. I have been working in this region for over a decade and passionately built my networks from the ground up.

“Working in PR is a tricky thing. To the public view it’s a quick snapshot, a brief story, one off event, flash of a product placement or a clever co-marketing opportunity. Internally, those relationships took months, even years to build in order to offer communications strategies, PR operations and marketing services to our clients that will provide a magical moment of exposure.”

I realised early on that this is a long-term game. Respect is earned from your peers and clients when you don’t buy into the short cuts and when your company’s culture is built on a genuine vision, and the grueling practice of trial and error. To truly build a successful business is hard work and requires tremendous sacrifice. Regardless of what industry you’re in, there is no such thing as a fast solution to staying in business. Our job is to understand the struggles that clients face and identify them on a human level before we make a positive impact on their business. Working in PR is a tricky thing. To the public view it’s a quick snapshot, a brief story, one off event, flash of a product placement or a clever co-marketing opportunity. Internally, those relationships took months, even years to build in order to offer communications strategies, PR operations and marketing services to our clients that will provide a magical moment of exposure.

The trick is in order to identify those magical opportunities you have to know the brand inside and out. It’s completely in the client’s best interest to work hand-in-hand with an agency so they can fully understand the ethos of the brand, the heartbeat, the vision, the voice and the destination. Being an insider, gives the PR agency competitive advantage to seek out creative ways to use PR successfully. At White Label Media, we work as part of the team. We don’t believe in a rigid contract because we know that PR is a lot more then just a task list, it’s a relationship. PR is a back and forth exchange that needs support, love and guidance, all directed towards the same goal.

The struggle lies in getting clients to understand the long-term game, not to mention the variety of what PR is aside from press releases, social media and the occasional launch event. It’s a common theme for clients to switch agencies for every little project, starting from scratch each time. This likely leads to the client being unsatisfied with the work and wanting more. They don’t understand how the fee equals the product or the value of the network that the agency has. As the saying goes, your network is your net worth. The days, months and years of endless meetings, conversations, parties and networking that it took to build a powerful network that you can use to navigate success for your clients is invaluable. In order for it to be used properly the agency needs to know the brand from A to Z.

Our job as agencies is to educate the market, help them understand the benefits of a committed relationship, a lot like our personal lives! You get out, what you put in. By putting time, effort and dedication in PR, we become committed on a long-term basis and not just for the short term, which earns loyalty – and loyalty buys you opportunities that are endless.