Associate Account Director, Reem Maroun

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Name: Reem Maroun
Age: 32
From: Jordan
Current job title:  Associate Account Director, Insignia PR

When did you arrive in the UAE?
I arrived in Dubai two and a half years ago in December – when the weather was deceptively beautiful.

Where did you work prior?
I was working as a marketing freelancer before joining Insignia PR; my clients included Bourn Hall Clinic, TVM Capital and Raymond Sport.

What were your first impressions of the media industry in the Middle East?
I worked closely with media in Jordan prior to moving to Dubai and I enjoy the sector. The majority of people in the industry are friendly; you stay close to the city pulse and hear about exciting openings, launches, etc.

Have these impressions changed much?
No, it’s still an exciting, hip industry to be working in.

Tell us about your new role…
I’ve joined Insignia PR as Associate Account Director and am very excited to be looking after destination resorts and working in the Luxury Travel sector, especially as Insignia Worldwide has been dedicated to the field for the last 10 years.

What challenges do you face?
The misconception that the editorial material we share with media representatives should be paid for. We are often told that our press release will not run unless we purchase advertising space.

What’s the most rewarding part of your job?
Making a difference in the direction and perception of PR in the region. The team at Insignia PR pride themselves on fostering personal relationships with writers, and I am part of a dynamic group that keeps up-to-date with the demands and industry trends.

What’s the most exciting thing to happen so far?
Working on the launches of the Salalah Rotana Resort and Alila Jabal Akhdar – two highly anticipated openings in the Middle East.

What do you think of the quality of media publications in the region?
They are getting better all the time, and I’m excited by all the new and upcoming publications that are appearing.

What sets you apart from other PR professionals?
Having lived in and visited many countries, plus being bilingual, I find it both easy and enjoyable to connect with new people from different backgrounds and nationalities.

Work calls via landline, mobile or both?
Both. The landline is more comfortable if I’m chatting to an Arab journalist, because we like to take our time on the phone and I get to know a lot about them, their families, children and so on.

What’s your most overused saying?
“Nip it in the bud”

Five things you can’t live without?
Family, chocolate, visits back home to Jordan, a book (I’m always reading something) and my brown leather jacket.

If you weren’t a PR, what would you be?
I’d probably go back to the world of regional politics. I was privileged to have worked in the Advance Royal Protocol team for His Majesty King Abdullah II ibn Al Hussein in the Royal Hashemite Court.

PR Account Director, Eva Glele

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Name: Eva Glele

Age: 42

From: Born in Benin, raised in France, bred & defined by many cultural influences

Current job title: Account Director, Active PR

When did you arrive in the UAE?
I landed in the UAE September 2013.

Where did you work prior?
In incomparably cosmopolitan and vibrant London for three years as in-house PR Manager EMEA for Regus, the world’s largest provider in flexible working spaces.

What were your first impressions of the media industry in the Middle East?
Great quality, especially in the fields of business, technology and lifestyle, where I’ve had the opportunity to directly collaborate with over the years. There is incredible growth potential in the region and a bunch of very talented and hard-working media professionals.

Have these impressions changed much?
Not really, they have only been strengthened.

Tell us about your new role…
My role is to oversee all of the agency accounts, provide strategic counselling to add value to our clients and help them achieve their business goals. I support the team as/when needed, as well as ensure we deliver on time and to agency standards. Another key part of my role is to help achieve our growth ambitions – which are huge and already paying-off. 

What challenges do you face?
All the normal challenges that are inherent to a fast-paced role in a fast-paced agency with a strong commitment to delivery.

What’s the most rewarding part of your job?
I love when I see things fall into place.

What’s the most exciting thing to happen so far?
Having scored 10 new business wins as a team since the beginning of the year, diversifying our clients portfolio which means exploring new territories and industries we are excited about, and finding ourselves in the privileged position to choose who we want to work with. That is truly exciting!

What do you think of the quality of media publications in the region?
I find the media publications in the spaces we have traditionally worked with of great quality. Reaching the same quality and influence online will be the next focus in the region, I believe. 

What sets you apart from other PRs?
It is a bit difficult to answer this question without sounding presumptuous, as I cannot presume of the skillset of other PRs. I can only comment on what has proven to be my strengths over the years:

My credible international PR experience has allowed me to think strategically in a wide range of cultural settings, and effectively communicate across the boundaries – which was always my ambition when I started to work in PR. Versatility, gained through a mixed in-house/agency background and experience across industries ranging from luxury retail to B2B technology in Paris, London, Senegal, Tokyo and Mexico (I often say that I see myself as a true PR chameleon). A hands-on approach – blue chip company or SME, I was lucky to always be part of small, hard-working and result-driven teams, hence I’m not afraid of rolling-up my sleeves and working in the trenches if need be.

Finally, I would say that my good spirits have also always seemed to set me apart somehow. I am genuinely a happy person and I’m glad I have found in the Active team, kindred spirits who share and value the same qualities.

Work calls via landline, mobile or both?
Either: My landline is always transferred to my cell phone.

What’s your most overused saying?
“Well done!” Does that actually qualify as a saying?

Five things you can’t live without?
Do you mean apart from the obvious: freedom, peace, respect, love, food, water, oxygen, natural light and sleep (not cheating at all)? I’d say my family, music, (paper) books, laughs and inspiration.

If you weren’t a PR, what would you be?
Most probably a kung-Fu master, a Gonzo writer, a language or art teacher, a humanitarian or a music festivals promoter.

Features Editor, Danae Mercer

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NAME: Danae Mercer

AGE: A lady never tells…

FROM: California, but recently UK

JOB TITLE: Features Editor at Motivate Publishing, focusing on Jumeirah


When did you first arrive in Dubai?
I arrived not long ago – on April 7, 2014.

Where did you work prior?
Sunny London. I worked as a freelancer covering a range of topics ranging from romance, fitness and high-end luxury through to beauty and profiles. I wrote a book with The Guardian, features for Marie Claire, USA Today, The Independent, The Atlantic, THE, The Telegraph and so forth. I was also a corporate and financial PR focusing on content creation.

What are your first impressions of the media industry in the Middle East?
In general, I think the media world here is exciting. There’s the potential for rapid growth, to do new things, to work hard and see things happen. People seem very open minded and outgoing, not to mention very kind and welcoming – nice for a new expat.

Tell us about your role…
I am a Features Editor, which means I manage and write long form content for Motivate. Right now I’m focusing primarily on the luxury magazine Jumeirah, which I know is going to be fantastic.

What challenges do you face?
I need to get to know about all things luxury. In London, I knew whom to contact, but out here it’s a whole new process.

What’s the most rewarding part of your job?
Wrapping up a feature that feels well written, and just constantly learning. I also enjoy meeting fascinating people, which I get to do with features and profiles.

What do you think of the quality of media publications in the region?
I think things have developed extensively since I lived in Doha five years ago, and that they’ll only continue to do so.

How do you find PRs in the region?
A few very clever ones have contacted me already, listing their relevant clients and pointing out those in the luxury space. I really admire such targeted initiative. As long as PRs keep passing me relevant information, I’ll be happy to work with them.

What’s your pet PR peeve?
I don’t like presumptuousness. And I once had a PR ask me what fee I would give the spokesperson for their time. I found another.

What advice can you offer PRs seeking coverage your magazine?
Jumeirah has amazing room for in-depth features that look at not just the latest thing or sparkling new bit, but rather at the history, heritage and story behind brands and people. It’s luxury with depth. It also has a long lead-time.

I’d love PRs to get in contact with me early, let me know what in general they do, point out any relevant clients, keep me updated with relevant news releases and events, and so forth. Right now, especially as I learn the Dubai industry, I’m keen to get out and meet as many individuals as possible, and just start developing that in-depth knowledge of what’s going on. So please do get in touch (with relevant clients, of course!).

Work calls via landline, mobile or both?
Landline. Mobile feels intrusive. Or email me – I’m always connected, and read every email, even if I don’t respond.

Describe yourself in five words…
Optimistic, curious, hopeful, sporty, bookish.

What’s your most overused saying?
I don’t really have a tagline, I’m afraid.

Five things you can’t live without?
My laptop, running shoes, my kindle, cereal and my best friends.

If you weren’t a journalist, what would you be?
An author or a yoga instructor.

Digital Strategist, Marianna Boguslavsky

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NAME: Marianna Boguslavsky

AGE: No self-respecting woman over 25 would ever disclose her age

FROM: Cape Town, South Africa

JOB TITLE: Digital Strategist & Marketing Consultant

When did you first arrive in Dubai? In January 2013, after a six-month stint in Abu Dhabi – arriving in Dubai was quite a welcome change.

Tell us about your role… I work as a Digital and Social Media Consultant, and run my own digital marketing agency, working with clients in the UAE and South Africa. I basically spend most of my days researching, conceptualising, creating and compiling strategies and content plans.

Where did you work prior? I ran my own digital marketing consultancy in Cape Town working with clients including a leading UK recruitment firm, a SaaS company who are Google’s only enterprise partner in South Africa, an online retailer, a private university in Cape Town, and an established author, amongst others. Before launching my own company, I spent the past year working as a Digital Strategist at a global advertising agency in Dubai working with brands like BMW, MINI, Siemens & Peroni.

What were your first impressions of the media industry in the Middle East? When it comes to digital, the Middle East is a bit behind the rest of the world but I think they’re catching up pretty fast.

What challenges do you face? The lack of digital and social media knowledge in the region, as well as the need to educate my clients about the way to utilise digital/social platforms.

What’s the most rewarding part of your job? Finding a way to make a difference to my clients’ businesses – be it from the perfectly constructed tweet that engages the consumer, to a new website that drives leads.

What sets you apart from other Marketing Executives? I have worked for corporates, startups and NGOs, with my work experience spanning seven years and three continents.

Work calls via landline, mobile or both? Mobile.

Describe yourself in five words… Passionate, energetic, enthusiastic, driven, ambitious.

What’s your most overused saying? ‘’We’re going to take it to another level’’

Five things you can’t live without? My husband (ok, I know he’s not a thing but I would get in trouble for not mentioning him!), my iPhone, books, sushi and hair straightener.

If you weren’t in Marketing, what would you be? Running my own online magazine… or a sushi restaurant.

Editor, Richard Jinman

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Name: Richard Jinman
Age: 49
From: London, UK
Current Job Title: Editor, The Week Middle East

When did you first arrive in Dubai?
On February 15, 2014.

Where did you work prior?
I worked for two broadsheet newspapers in Australia – The Australian and The Sydney Morning Herald. I’ve also worked for The Guardian in the UK and TheWeek.co.uk.

What were your first impressions of the media industry in the Middle East?
It was exciting to see the range and diversity of news media in the region.

Tell us about your role…
I’m in Dubai to launch the Middle East edition of The Week, a news magazine that’s hugely successful in the UK and the US. The magazine distills the week’s top news items into an informative and entertaining package, as well as providing a guide to property, travel destinations, the arts and new technology (among others).

What challenges do you face?
Getting familiar with the news agenda in the region, and making sure I’m aware of as many news outlets and news blogs as possible. 

What’s the most rewarding part of your job?
Editing a news magazine in the Middle East! I’ve been fascinated by the region for years, but working as a journalist here is very exciting.

What do you think of the quality of media publications in the region?
There are plenty of well-produced glossies and lifestyle magazines, but I do think there’s room for more products that report and analyse the news.

How do you find PRs in the region?
Very friendly so far!

What’s your pet PR peeve?
The PR who phones up to say – “Hi, I just sent you an email. Have you got it?”

What advice can you offer PRs seeking coverage your magazine?
Send me an email (don’t ask me if I’ve got it!) or give me a call. The Week is a very broad publication and we’re interested in everything, from the latest app to the best places to eat in Qatar.

Work calls via landline, mobile or both?
I’m old school – give the landline a go.

Describe yourself in five words…
Tall. Curious. Myopic. Quizzical. Erm…can I have tall again?

What’s your most overused saying?
“I love that story.”

Five things you can’t live without?
My wife-to-be, my Leica M9, my electric toothbrush, my notepad and my phone.

If you weren’t a journalist, what would you be?
A photographer.

Marketing Director / Managing Editor, Roshin Rahman

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Name: Roshin Rahman
Age: 28
From: India
Current Job Title: Marketing Director / Managing Editor, Signé magazine

When did you first arrive in Dubai?
I arrived a year ago, but I was a regular traveller to Dubai.

Where did you work prior?
I used to work for the Italian division of WGSN, a leading trend forecasting company in the fashion, design and luxury industry. I was handling a few names like Ferrari, Lamborghini, Larusmiani, Pininfarina etc…

What were your first impressions of the media industry in the Middle East?
The Middle East is a fast growing market and the level of enthusiasm and dynamism in the media industry is fascinating. Speaking of the luxury media industry in particular, the growth is immense, with the luxury aficionados growing day-by-day in the Middle East. An important fact is that unlike other markets the flexibility for doing business in the Middle East provided by the government is really visionary. Moreover I believe the Middle East has become the ‘centre of trade’, thanks to far-sighted leaders and geographical positioning.

How has your opinion changed after the last few years?
As I’ve mentioned, I had always been traveling to Dubai and kept this market under my close watch in terms of luxury media. Compared with the last couple of years, I believe the market is now ready for the next level of luxury or ‘luxury unplugged’ and this is what Signé magazine stands for.

Tell us about your role…
Being the Co-Founder of Signé magazine and specialising in luxury marketing, I manage multiple roles in the organisation. Signé is a curated magazine, so our teamwork is what reflects as a quality magazine. It is very important that each topic and image going into the magazine is up to the quality of our readers. But yes, my main role is divided as Marketing Director and Managing Editor.

What challenges do you face?
I believe challenges are a way to make you stronger, so I prefer not to whine about it.

What’s the most rewarding part of your job?
It may be a cliché, but I love what I do so I guess that’s the best reward.

What do you think of the quality of media publications in the region?
I feel there are quality publications in terms of editorial and print, but there is always room for improvement. 

How do you find PRs in the region?
Dynamic, active and friendly.

What’s your pet PR peeve?
E-mail spam.

What advice can you offer PRs seeking coverage in your magazine?
Make sure that you understand what Signé magazine stands for, and propose only content that fits our philosophy.

Work calls via landline, mobile or both?
Mobile.

Describe yourself in five words…
Simplicity, quality of life, good food, family, a Signé man

What’s your most overused saying?
“Discretion is the new elegance.” 

Five things you can’t live without?
Family, music, books, breakfast and Signé magazine

If you weren’t a Marketing Director / Managing Editor, what would you be?
I like farming, so…!

Art Editor, Mark Setchfield

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Name: Mark Setchfield
Age: Stage age 34, real age 43
From: London
Job Title: Art editor, Friday magazine

When did you arrive in the UAE?
I moved to Dubai from London on December 18,2013, so still pretty new to the city. I landed, got to my hotel in the early hours, and started work the same day.

Where did you work prior?
I was freelance for the year prior to my move. I’ve worked at various titles including Grazia UK and I worked at Heat over the summer covering for the Art Director and working on the redesign. I’ve also worked at the Daily Mail as well as working on the ipad edition, creating the digital versions of the paper and supplements. I have designed websites for clients including my own food site, gasmarksix.net.

What were your first impressions of the media industry in the Middle East?
My first impression was the lack of digital media. All the major UK publishers have invested heavily in non-print media, and for the last three months I was in London I didn’t work on print at all, just online and digital. So I think the UAE’s media companies have some catching up to do, but it’s a very exciting time and I think the region has a lot of potential.

Tell us about your new role…
My new role at Friday is working with a fairly small team, art directing and designing the magazine. I’m happily working with my previous Editor Karen Pasquali Jones, who I launched love it! magazine with in the UK. Karen brought me over to revamp Friday and we have made some initial changes, but are planning for a huge revamp and re-launch this spring, so watch this space!

How do you plan to make your mark?
I think I can definitely make a mark with a fresh new design and stronger, slicker photography. By introducing better working practices and showcasing the skills I’ve acquired from working in the UK industry for over twenty years, I think this will help to keep the magazine top of the market.

What do you think of the quality of media publications in the region?
I think overall the titles in the UAE are of a great quality. I know the region has a very diverse culture and circulation can be limited, but I am looking forward to seeing more international brands launching.

How has magazine design changed over recent years?
Magazine design has changed dramatically, certainly in the last three or four years. The advance in technology means that a lot of work that was previously outsourced is now part of the page production process, and with new technology it’s easy to do cut-outs, colour correction and retouching as a page is designed. A lot of companies in the UK have switched over to sharing publishing systems, which makes the repro side of the job redundant.

What’s the most rewarding part of your job?
It’s never the same. I love being able to be creative working on a serious reportage feature one minute, to art directing shots with babies, to setting up still life shoots!

Describe yourself in five words…
Cook, geek (well a little bit), smiler, sun lover, great dancer.

What’s your most overused saying?
‘I’ve forgotten more than you know!’

Five things you can’t live without?
Shoes, trainers, gym, iPad, my family.

If you weren’t an Art Editor, what would you be?
A cake chef!

Assistant Account Executive, Danielle Ferns

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Name: Danielle Ferns
Age: 21
From: Mumbai, India
Job Title: Assistant Account Executive, Edelman 

When did you first arrive in the UAE?
I’ve lived in this beautiful city for as long as I can remember. Dubai has an excellent education system that I have been a part of in school and university, and I have watched this city grow with me into a strong and determined leader.

Where did you work prior?
I recently graduated from Manipal University, Dubai in July 2013 and Edelman is the first to give me my break in the media industry. 

What were your first impressions of the media industry in the Middle East?
The Middle East media industry is one that’s very forward thinking and constantly evolving. It is quite impressive to see the industry welcome young talent with open arms.

Tell us about your new role…
My role as Assistant Account Executive is quite exciting. I get to work across a range of accounts, meet interesting people, form some valuable work relationships and gain tremendous experience as I move along.

How do you plan to make your mark?
I believe hard work, determination and most importantly initiative are my key focus points to succeed and create a mark for myself. But most importantly I plan to ‘Show up differently’.

Have you managed to meet many PRs yet?
I’d have to say no. When you’ve just started out, you can never meet ‘many people’ or enough people. Public Relations is one of the most diverse industries and everyone has a uniqueness about the way they work and put their best foot forward. It will be quite interesting for me to meet new PRs during the course of my career.

You interned for sometime in Dubai, how valuable an experience was this?
Very. I can’t stress enough the importance of an internship to kick start ones career. Internships give you the opportunity to learn from the experienced and find your niche.

What do you think of the quality of media publications in the region?
I can safely say that no matter our language or interests, the Middle East has something for each and every one of us and that in itself says a lot about the quality of media publications.

What sets you apart from other PRs?
At 21, I’m glad to say some things, including this, are still a mystery.

Work calls via landline, mobile or both?
Mobile! It’s the quickest and easiest way to get a hold of me.

Describe yourself in five words…
Passionate, fun, inquisitive, determined and talkative.

What’s your most overused saying?
I’m in it to win it!

Five things you can’t live without?
Ha! Five is too much. I’d say my mum, her food, my dog, music and my friends.

If you weren’t a PR, what would you be?
Some test I took a while ago based on random choices of magazines I read and movies I liked, said I was meant to be an astronaut or a teacher. Thanks, but PR works just great for me.

PR Account Manager, Farah Zoghbi

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Name: Farah Zoghbi
Age: 31
From: Egypt
Current job title: PR Account Manager, The Qode

When did you arrive in the UAE?
I first arrived in Dubai in 2002 where I completed my first internship at two flagship properties, the Jumeirah Beach Hotel and InterContinental Dubai. The year I spent here got me instantly attached to the city, as it was the perfect blend of Middle Eastern culture with Western influences. I kept coming back every winter break until I graduated from École hôtelière de Lausanne in 2006 and re-launched my career once again in Dubai. Having lived here, on and off, for over 12 years, I have witnessed the ups and downs of the city and it has been an incredible experience to be part of all its accomplishments.

Where did you work prior?
I was freelancing for start-up businesses (business plan development, report writing, strategy, etc) and prior to that I was part of the Marketing Communications team at The Fairmont Dubai.

What were your first impressions of the media industry in the Middle East?
Coming from Switzerland, I was impressed by the fast pace and number of different media titles in the local market. Over the last few years, it has been great to see the number of international publications that have opened local offices in Dubai, which has further strengthened the quality of PR in the region.

How has your opinion changed now after all these years?
I see more niche media these days. With the dramatic growth of various business segments, the number of industry focused publications has increased dramatically, so we are able to target more publications with our brands, opening up more opportunities and giving businesses greater exposure as they appeal to more media.  Online media has also changed the role of the industry, making it even more fast paced and creating even more opportunities to communicate both internally and externally.

Tell us about your new role…
With Dubai making its cultural mark in the region, the hospitality industry has witnessed a boom in the city. All leading hotel chains and food and beverage concepts are racing to be part of this success. With my background in the luxury services industry, I will be focusing on creating unique PR approaches to set these brands apart within such a competitive market.

What challenges are you facing?
As mentioned previously, Dubai is extremely fast paced, so you don’t have the luxury of time. Things need to be done right away or you miss out on great opportunities. Therefore, when working with new concepts, sometimes things are delayed, so you end up losing out on great exposure.

What’s the most rewarding part of your job?
Representing unique brands and being part of its development and success in such a highly competitive market. In the PR and media industry, you also have the chance to work alongside a very diverse group of people, so you become more familiar with different work styles/cultures and ethics.

What do you think of the quality of media publications in the region?
Its amazing how when I first used to go to supermarkets, over ten years ago, to pick up my magazines, the selection used to be quite limited and the foreign magazines would dominate the locally produced ones. Nowadays, its amazing to see the wide variety and number of publications that are produced locally and also come in so many different languages. I have seen the quality of the media change completely parallel to the growth of the city. As Dubai has positioned itself as a pioneer and leader in the region in so many areas, this has both challenged and enhanced the quality of the media.

Work calls via landline, mobile or both?
Mobile, whatspp or email! My iPhone is always with me so its the easiest way to instantly connect with people.

Describe yourself in five words…
Easy going, honest, fun, dedicated and passionate.

What’s your most overused saying?
I always believe “good or bad; it happens when you least expect it!”… So just live in the moment and never wait for things to happen, because if they’re supposed to, they will.

Five things you can’t live without?
My family, friends, music,  gym shoes and iPhone.

If you weren’t a PR, what would you be?
Just like my father, I would be a hotelier. Retiring and running a cute boutique hotel in the middle of the mountains of Lebanon. That would be a dream.

Managing/Publishing Director, Hanif Saddiq

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Name: Hanif Saddiq
Age: 29… Ahem. Oh, okay 39
From: Bristol, UK
Current job title: Managing/Publishing Director CRE8 NETWORK

When did you arrive in the UAE?
I arrived in 2002 and originally worked at ITP helping to launch Time Out – more specifically Time Out Abu Dhabi – before moving across many other titles.

Where did you work prior to starting your own company?
I worked for both Specialist Publications and Future Publishing in the UK, prior to joining ITP in Dubai. I then launched CRE8 NETWORK. All previous companies were specialised publishers working across many titles and genres from magazines to newspapers to digital. I was also involved with the launch of 7Days at the very beginning – the 7Days brand and concept was started and developed in my apartment at the time.

You’ve been in Dubai for some time… how has it changed for you?
So many things have changed since arriving in 2002. In regards to publishing and media, the market has grown massively in the last 10 or so years. Definitely a lot more publications have been launched, but I feel one of the biggest and most positive changes is that the market has become more open and a little less governed.

What were your first impressions of the media industry in the Middle East?
Well, we are going back now! The main thing that stood out was the potential… the UAE had amazing potential and was a largely untapped media market. Coming from an advanced UK market, it was clear to see many areas to improve on.

How has the industry changed over recent years?
Generally, I think it’s more open now and adapting at a faster pace – there’s some great talent in town at the moment.

Tell us about your new magazine…
Our new contract title, DC, is a dedicated publication for Diners Club International cardholders in the UAE. The magazine will be a reflection of the sophisticated lifestyle the cardholders aspire to and live by. Each edition will be hand delivered directly to 15,000 cardholders across the UAE, along with exclusive distribution to selected luxury hotels, resorts and venues across the region.

How do you plan to make DC stand out from the pack?
It’s not just about print these days, it’s about how you communicate the publication across many platforms. I feel it is about engaging interactive content, that brings our print versions alive – where users can watch video, share with social media, scroll through sections, make a purchase and interact and view from multiple devices, such as mobile, tablet and desktop. It’s the future of publishing.

What’s the most rewarding part of your job?
Variety. We are lucky enough to cover many different areas including branding, marketing strategies, product launches, web development, publishing (print and Interactive), celebrity interviews and even corporate film production. Our projects are so varied and keeps us stimulated for more.

What’s the most exciting thing to happen so far?
There are way too many to mention, but working on the new interactive publications for the likes of Ford, Maserati and Diners Club… there’s also plenty more to come, so watch this space.

How do you find the PRs in the region?
Generally speaking, I think PR has come on leaps and bounds over the past decade – when I first arrived it was a totally different ball game to what you see now.

What’s your pet PR peeve?
Receiving non-relevant stories and information to the publication at hand. Also continuous calls from some PRs wishing to know if we have received their press release… five minutes after sending.

What advice can you offer PRs seeking coverage in your magazine?
Very simply, we are interested in stories relating to the high-net-worth target market. We have a high-end user base and we need to satisfy that requirement.

Work calls via landline, mobile or both?
Rarely landline – mobile rules. We just deal directly these days. Even Skype, Whatsapp and Viber have become tools of the trade for communication and I see this expanding even further in the future.

Describe yourself in five words…
Dedicated, creative, entrepreneurial, social and even hopefully inspiring in some cases to others who want to start their own company.

What’s your most overused saying?

Not sure. But the word ‘cool’ is quite frequently used…

Five things you can’t live without?

My Mac, family, friends, iPhone and Sport  – football and boxing in particular.

If you weren’t a publisher, what would you be?

Obviously, I would be in Hollywood! 🙂