In The Hot Seat – Caroline Dickin

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We chat with Caroline Dickin, CEO at Red Blue Blur Ideas (RBBi), who talks about her current role and offers her thoughts on the digital marketing industry in the Middle East…

Name: Caroline Dickin

Age: 33

Nationality: UK

Current job title: CEO, Red Blue Blur Ideas (RBBi)

When did you first arrive in Dubai?

In 2014, exactly four years ago

Where did you work prior?

I previously worked with LBi in the UK, where I held the role of Senior Digital Search Manager and later PPC Strategy Leader. I later moved to the UAE and joined RBBi as Director of Media and most recently held the role of Managing Director – Performance Marketing & Analytics.

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

In a lot of ways, there are a lot of elements that are very different from Europe. In particular, I found a greater spectrum of the level of knowledge – there are some really smart people here, but also I found that I was working with a lot of businesses whose understanding of digital was minimum. The proportion of the budget spent on digital was also lower vs offline.

Has your opinion changed much?

It has changed – but mainly because I’ve seen a lot of change in these four short years. Digital budgets are growing, and more and more companies we deal with have a proper digital strategy in place, which is great.

Tell us about your current role…

As the CEO of a Digital agency spanning UX, research, SEO, media and analytics every day is different – one moment I might be meeting a client to discuss their digital challenges, to scouting out the next rbbian to join the team, to even reviewing the balance sheet and developing our own marketing strategy.

What challenges do you face?

Working with businesses who don’t fully understand or appreciate the digital landscape means we spend a lot of time on education. Also, the market and therefore the talent pool is smaller – finding the right people can be a real challenge.

What’s the most rewarding part of your job?

Knowing that we are making a difference. We strive to partner with our clients to really understand their business challenges and objectives. In turn when we help them take steps to achieve their goals you really feel like their success is also our success.

How has consumer behaviour in today’s digital community influenced the marketing industry?

To be successful in this day and age you need to have a user-focused approach throughout the business. Marketing is now more about conversations not pushing out messages. Attention spans have also reduced – if you aren’t engaging with your audience in the right way, or have less than optimal online experience, you are going to lose them.

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

It’s growing, but I wouldn’t say it’s taken over. Many businesses are cautious about negative sentiments, which often causes a roadblock.

Has the role of marketing professionals changed in today’s digital community?

Absolutely and it’s continually evolving. Gone are the Mad Men days of working on a single ad campaign for days at a time. Deadlines are tighter and with the plethora of data available, results are more readily available and therefore, expectations more demanding. It’s no longer just about having a great creative campaign, it’s more about understanding the technology, knowing how to turn data into action and having a strong strategy to personalise your message across your audience.

What role does social media play in building a brand’s reputation today?

These days, most people use social media to some extent – so it’s become a critical element for most businesses. It’s also blurred the lines between marketing and customer service in a lot of ways – meaning that businesses cannot afford to not monitor what conversations are taking place on social channels.

What are the most common digital marketing mistakes companies make?

Trying to do what their competitors are doing rather than what is going to drive their business. I’ve heard too many requests such as ‘We need 50,000 YouTube views because our competitor does, or 100,000 website visitors. These are often not the KPIs that will drive your bottom line. And they can cause more damage than good – if you end up with thousands of followers, for example, without the strategy in place to be able to generate engaging content – you could end up with a less than favourable experience of the brand.

How would you describe yourself at work?

RBBi is more than just a job for me – it’s an integral part of my life and I’m acutely aware of the importance of trying to do the right things to help us realise our goals. Therefore, I try to stay disciplined. I’m also constantly looking for ways we can do things better – I’m always open to chatting with anyone in the business who has an idea or suggestion.

Who inspires you?

So many people – I tend to be more inspired by people I know than celebrities. My family and friends have been a huge inspiration to me and I’d have to also say that I’m inspired every day by everyone here at RBBi. It’s such an awesome group of people from so many different nationalities who, when they all come together, are able to do really fantastic work.

What’s your most overused saying?

“It will be fine”

Five things you can’t live without?

My mobile phone, my laptop, my pet bird, my bed and my friends

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

I think moving to Dubai and RBBi has been the most exciting thing. Experiencing a new city while joining a younger agency (RBBi was just 2 at the time), which I could really help grow was an immense challenge but also insanely rewarding.

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

I’d love to say something really interesting like travelling the world, but I don’t think I’m the kind of person who could be content without a project or challenge. I’d see myself in another small to medium business where I could really make an impact.

What’s your favourite form of media (i.e; TV, radio, print)?

Depends on what time of the day it is – in the morning I’m most likely to be listening to things, on my commute to work reading and TV in the evenings.

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

As budget weight continues to move towards favouring digital I think there will be increased focus on data – understanding results, customer segments and moving towards more data-driven marketing strategies. Most brands and organisations want to ensure that they are squeezing the most bang for their buck from their marketing activity and becoming more data-led is the way to really achieve this.

In The Hot Seat – Rima Ali

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Instinctif Partners’s Senior Consultant, Rima Ali tells TMN about her current role and what she thinks about the PR industry in the Middle East…

Name: Rima Ali

Nationality: Palestinian

Age: 35

Current job title: Senior Consultant

When did you first arrive in Dubai?

December 2006

Where did you work prior?

I began my career in Dubai at Paris Gallery and in 2012, I joined Hanover Middle East where I took my first steps in the PR world.

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

It was a mixed feeling. I was impressed at how traditional media relations dominated clients’ requirements. PR is a powerful and tough job that can be fulfilling and disappointing. There was a huge misunderstanding by people outside the industry as the lines between PR, marketing and advertising are blurred. In general, it is an interesting industry where someone like me who started out fresh could learn a lot.

Has your opinion changed much?

Having been in the industry for more than ten years now, it is interesting to see the arrival of many highly skilled Arab PR consultants contributing to the professionalism and cultural diversity in many top agencies. Local insights, strong language skills and the ability to build firm relationships are all invaluable.

Tell us about your current role…

I am proud to say that I am happy working with Instinctif. It is a lovely place to work, the culture is great, the people are lovely and our ambitions are one. As a senior PR consultant, I support the day-to-day management of a portfolio of clients in the region, provide strategic advice, generate content in Arabic and maintain the relationship with the Arabic media.

What challenges do you face?

Like any profession, there are both negative and positive aspects of being a PR consultant. PR is not a magic stick and results can’t be seen rapidly. Clients are cautious about their spending and are becoming very demanding, but there are situations where we all need to be is patient before the positive results come our way.

What’s the most rewarding part of your job?

I live for the moments when my instincts are proven right. Getting introduced to new people and having the chance to learn new things on a daily bases is another rewarding part of my job.

How would you rather be contacted at work?

Phone calls. When a problem arises or when you need to understand your client’s point of view, having a conversation over the phone is ideal as things tend to be lost over emails.

How has digital media changed your role?

The rise of digital media has ramifications for every job and this requires all of us to be equipped with new skills to be up to speed with the changing career needs.

How has consumer behaviour in today’s digital community influenced PR?

Nowadays, consumers have the privilege to communicate directly and react instantly. PR professionals must be ready to react quickly as social media is now becoming an essential part of any communications campaign. 

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

We work in a highly competitive environment and preserving PR ethics is important. Public relations is mainly about influencing people’s lives and protecting companies’ reputations and it is always beneficial to adhere to a single set of strong standards. We are lucky to be working in a very ethical PR industry in Dubai that encourages transparency, integrity and fair competition.

How would you describe yourself at work?

Mature, committed, accountable, sociable and honest.

Who inspires you?

The secret behind the far steps that I took and the triumphs I achieved is the marvelous man I call ‘dad’.

What’s your most overused saying?

‘Everything will be ok’. It is always essential to take things easy and think calmly as I do believe that there is a solution to every problem and nothing will last forever.

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

Having the pleasure of working with such talented people who believed in me and gave me the space to prove myself and be the person whom I am today.

Five things you can’t live without?

Family, true friends, my phone, my favorite books and of course my cat.

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

Patience. 

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

Something that involves communicating with people. I always wanted to be a social activist. I love engaging with people and listening to their pain, I have a flair for making them smile and have hope in their lives again.

What’s your favorite form of media?

From a professional perspective, TV is still playing a significant role in this part of the world. From a personal perspective, Facebook and Instagram.

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

In order to shine in the PR industry, you must trust your capabilities first and always be ready to face a whole set of new challenges every day. Also, it is very critical to understand the cultural sensitivities of the country you are working in.

 

In The Hot Seat – Nick Clements

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Team TMN catch up with Nick Clements, CEO at Ampersand and COO at MCG&Co, who talks about his role and what he thinks of the talent and marketing industry in the Middle East…

Name: Nick Clements

Nationality: English

Current job titles: CEO, Ampersand and COO, MCG&Co

When did you first arrive in Dubai?

In 2013, on National Day…there was a great party going on.

Where did you work prior?

I most recently worked with advertising agency, BPGBates as CEO for three years and previously, before coming to Dubai I worked with Ogilvy, Innocean and JWT in Dublin, Frankfurt and London respectively.

What were your first impressions of the talent and marketing industry in the Middle East?

It was clear immediately that there is loads of great marketing talent in the region. But it was equally clear that there is a very variable commitment to the development of that talent.

Has your opinion changed much?

Not really, but what we are seeing is that the serious players are becoming more committed to developing and training their most valuable assets.

Tell us about your current role…

I wear two hats. I’m the CEO at Ampersand, which my partner Justin McGuire and I launched last year in Dubai, London, Hong Kong and Singapore. I’m also the COO of MCG&Co of which Justin is the CEO.

What challenges do you face?

Our business is really fizzing which is great and so the biggest challenge is using our time as wisely as possible.

What’s the most rewarding part of your job?

Ampersand is a young company and we are firing on all cylinders right now, so every day brings new rewards from winning business to hiring new staff. But the bottom line is always happy clients.

Describe yourself in five words…

Not good at short sentences.

Who inspires you?

My extraordinary family and ‘Hero’ the Ampersand Mascot

What’s your most overused saying?

‘There is a clue in the name!’

Five things you can’t live without?

Family, work, fitness, cricket and travel

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

Joining MCG&Co and launching Ampersand.

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

Probably running an advertising agency – my other great love.

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

I’d like to see Ampersand and the MCG& Group in India, Australia and the USA in the next few years

In The Hot Seat – Bruno Bomediano

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We chat with Bruno Bomediano, Executive Creative Director at Horizon FCB, who talks about his current role and offers his thoughts on the advertising industry in the Middle East…

Name: Bruno Bomediano

Age: 39

Nationality: Brazilian

Current job title: Executive Creative Director, Horizon FCB

When did you first arrive in Dubai?

I arrived in April 2014, so I missed the FIFA World Cup happening in Brazil by one month. It tells a lot about how excited I was about this move.

Where did you work prior?

Back in Sao Paulo, I’ve worked in most of the big agencies over there, such as TBWA, Y&R, Leo Burnett, Fallon, Lowe and Talent Marcel.

When I moved to Dubai, I joined Leo Burnett and worked there until November 2017, when I got invited by Mazen Jawad, Group Managing Director and Reham Mufleh, Deputy General Manager at Horizon FCB to join their team.

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

I always had the impression that Dubai was a city ahead of the rest of the world, but the brands were not following this thinking. They are a bit too conservative for this effervescent multicultural city. Also, I understood quickly that the budgets here were surprisingly strict and most probably the cause of this cautious approach.

Has your opinion changed much?

It didn’t change much, but I see a significant evolution on how some clients and agencies are putting a lot of energy to try to change that. Bold ideas do not necessarily need a big budget, but of course, need the guts to fight for them.

Tell us about your current role…

I’m currently the creative lead at Horizon FCB and being responsible for the final product we deliver for our clients. One of my most significant responsibilities is to make sure we are presenting the best creative solution to help our brands achieve their primary goals.

I’m in a constant battle for excellent work and I’m passionate about good ideas, as I believe in their power of changing. I know that the concept of ‘brands that change people’s behaviour is a bit overused by the entire industry, but I think we are in the best moments of bringing that change. 

What challenges do you face?

One of the most significant challenges for me is to prove that an idea is worth investing in. The new and the original still scares people. It’s easier to approve a familiar path. It’s human nature not to leave their comfort zones and it’s not different with any business. But creativity is necessary for every industry. It’s what moves us forward and makes ourselves unique.

Sometimes it takes time for an innovative solution to be digested by its audience. Ferran Adriá and his molecular cuisine was always a critic success, but it did not please the taste of everybody. Twenty years later we see his inventive culinary foam, in almost every restaurant we visit. However, on many occasions, a brilliant idea like the Bullet Time Camera from Wachowskis brothers’ Matrix would become an instant hit.

In advertising, to pursue the original is always good. It challenges our mind to explore new routes and amplify the range of solutions we are giving our clients. Hopefully with more instant hits, than critics applauses.

What’s the most rewarding part of your job?

It’s definitely when we can combine creativity with efficacy. When people around you have some connection with the final product, we created for your client’s brand.

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

The first question I asked when I got my first job here was why did big brands invest that much amount of money in out-of-home advertising (OOH)? I respect the power of traditional media, but I question it when all the money goes there.

After four years of driving on Sheikh Zayed road, I’m still impressed with in the power of that 50 meters long hoarding. But I would love to see that money on something that could create better engagement with our audience.

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

The most powerful work I’ve seen here so far speaks to a specific target.

The best ideas usually come from human insights. Of course, it’s easier when you have all this diversity of cultures to explore. When a brand allows you to explore a niche, it is always great. And I think it’s happening more often, because of the media targeting that let us create content for specific audiences.

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

My Instagram feed has transformed in the last years, from friends posting travel pictures, to images from a lively art gallery. My inspiration for art direction is mostly from studios, artists and art institutions that I follow.

I surf websites with new technology, thereby trying to stay updated with trends and new product inventions. I always click on hooks like ‘Ten best gadgets for…’. It sometimes shows solutions that we can apply to our clients too. And of course the apparent advertising sources, such as Creativity online and Cannes Lions archive. When I get jealous about one new campaign, it’s serves as the fuel I need to work harder and achieve my new goals.

If you could change something about the advertising industry in the UAE what would it be?

I think the industry here is changing and growing, but not at the same pace as the things around us. I would love to see the industry being as innovative and fearless as the initiatives we are facing in our daily lives. We are living in a place where you have taxi drones, cloud seeding and police robots. Therefore, it is our duty to not communicate with this audience exposed to the latest technologies in a very flat way.

Describe yourself in five words

Persistent, curious, picky, eclectic and sharp. For the not so nice ones you can ask my wife and friends.

Who inspires you?

I’m inspired by creators in general, especially the ones in pop culture scene. From Elon Musk to Damien Chazelle. From the American chef that is reinventing the ramen scene in New York on the Chef’s Table series to the new Arab calligraffiti artists. Anyone that leaves their comfort zone behind to create something memorable that is quickly absorbed into our lives.

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

My career brought me to Dubai. I’ve never imagined myself in such enriching experience. I’m from a small town in the countryside of Brazil, well known for their livestock and Rodeo lifestyle, five hours drive away from the famous Brazilian seashore. So you can imagine how I’m enjoying living in a beach place now?

What’s your most overused saying?

“We have to improve the craft” and “It’s never enough.”

Five things you can’t live without?

My wife, my friends and my French bulldog – they are my family, good food, Netflix, Barbecue – I wish I could do it more often here.

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

I would be serving some good comfort food to friends in a small restaurant or pub. Ever since I was six or seven years old, I have been cooking on Sundays for my family. Hearty dishes coupled with a long conversation and followed by a long nap after.

I still love doing this to my friends and they keep trying to convince me to give up advertising and open a new business with them. But for me, pots and pans are a hobby. I just want to see my friends getting wasted after three or four rounds of food.

What’s your favourite form of media (i.e; TV, radio, print, social media?

My favourite media is the one that is best for the idea.

I get the same excitement with a good old print, radio or a digital activation. I don’t think a media should guide an idea neither have a mold. My most awarded campaign came from a radio activation where we injected innovation to this old media. And no – It was not a radio spot.

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

One of the most important things to work in advertising is to be passionate. Without this passion, you will neither be that thrilled when a great idea comes, nor will you find the energy to keep fighting for it. Sometimes this passion comes with time. No one falls in love with advertising at first sight. You get more and more attached to it when you discover all the best campaigns in the world, and realise you can also create something as exciting as those.

Another thing is to train your mind to be a sponge. Everything you experience in life can be used later. A funny talk you had with your colleagues in college, or a fashion photography exhibition you were in London ten years ago, can be transformed into a creative execution later.

In The Hot Seat – Neal Patel

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We chat with Neal Patel, Managing Director at Bruce Clay Middle East, who talks about his current role and offers his thoughts on the digital marketing industry in the Middle East…

Name: Neal Patel

Age: 31

Nationality: British

Current job title: Managing Director, Bruce Clay Middle East

When did you first arrive in Dubai?
Nearly five years ago and I quickly realised I needed to stock up on shorts and t-shirts!

Where did you work prior?

I have only had a few jobs in my career. I spent most of my time building my own business. The last role I had was with a start-up technology company that is now doing great things with artificial intelligence (AI) and is now a strategic partner of Bruce Clay.

What were your first impressions of the digital marketing industry in the Middle East?
To be honest, I was slightly shocked and on many occasions I still am. I found agencies selling solutions that were outdated to clients that didn’t know any better – which was pretty sad. I often found myself having some awkward conversations with people about technology and innovations I was accustomed to using years before, back home. Outsourcing was also very prevalent – which is not a business model I like. Clients should know their team and have access to them as and when they need.

Has your opinion changed much?
It has to an extent. There is a clear gap, which is widening, between agencies after a quick buck and those that are doing a good job and retaining clients year on year. This goes for small, local agencies and large multinationals.

Tell us about your current role…
I am currently the Managing Director of Bruce Clay, which is pretty exciting as we have massive plans for the agency. At the moment, I am restructuring the agency to concentrate on our core strengths – SEO, social media and PPC. This involves getting the right people in place as the foundation, then pushing on and getting results for the awesome clients we already have on the book as well as for those that want to win in digital spaces! It is definitely not easy running an agency, but I believe you can do anything with the right people and culture.

What challenges do you face?
The biggest challenge is talent, no doubt. I do not believe there is a lack of talent out there, rather the cost of that talent is something that remains a burden on any new or growing company. Competition in the market is also getting better, as agencies look at focusing their services, rather than taking on anything and everything they can get their hands on.

What’s the most rewarding part of your job?
Simple­ – building an award-winning agency with awesome people.

Is traditional media still relevant for effective branding in the region today?
To be honest, I am probably the wrong person to answer this – I have never worked with traditional media, but I will give it a go as I do get hit with traditional media.
I never pay attention to huge billboards on SZR, nor do I remember the last time I watched TV, other than for the football or to fire up Netflix. So, I can’t say these are effective, personally. I drive to work and listen to the radio – and I find this the most relevant and effective medium. I know I have personally listened to ads on the radio and performed an action.

This then brings me to why I don’t think traditional media is a very effective – attribution. Everything we do, digitally, needs to be and should be attributed or at least have some sort of key performance indicator (KPI) – ad recall lift for example. With traditional media, other than paying huge sums to research firms, you may struggle to attribute effectively, which poses a problem for me.

Has user-generated content (UGC) taken over brand promotion and marketing campaigns in the Middle East?
No, not at all – I don’t think that brands use UGC enough or even try to promote the generation of content from advocates. I see too many brands going down the route of influencers, which is not all bad, but I always ask about the impact and transparency of numbers – which is always a sticking point. It would be good to see more UGC strategies within campaigns – we always try to work these in where possible for SEO campaigns, which ultimately help build expertise, authority and trust for clients, something that is really important for better ranking and traffic.

How has social media in the region evolved over the years to become an integrated part of marketing today?
Within the region, social media has become a crucial part of any marketing strategy. All platforms have sky high usage, when we compare to other markets.
When I initially came to the region, social was really seen as a separate channel that could just stand alone, especially when PR companies were trying to take on social media accounts, but didn’t understand how to integrate business objectives into a successful social media strategy. Luckily, brands caught on and started using specialist agencies to support integrated strategies.

What is really great now is that agencies are starting to use technology available to them in order to take social experiences further – like us, where we are using bots with built in AI to provide life like conversations between brands and customers then leveraging data collected through pixels to take second stage communication to a much more personal level. The evolution still continues, but it is great to be in such a thriving region for social media!

What are the common digital marketing mistakes companies make?
The most common mistake I see is around attribution – not many clients take the time to understand what is working and what is not. After that, another fundamental mistake companies make is not picking the right partner. You don’t go to the butcher to buy vegetables. Finally, the worst mistake a lot of companies make is not owning their own digital assets or accounts. I really don’t understand when a client mentions they cannot provide account access to adwords for example, because the last agency won’t give it to them! You need to own your own assets and hold agencies accountable. The best agencies will always be willing to do this for you and even insist on it – like we do. We are pushing for a transparency within digital media, let’s hope it happens.
How would you describe yourself at work?
Firm, but fair and fun. I love a good joke and a meme!
Who inspires you?
Right now, Satya Nadella. What he has done to Microsoft is incredible and I especially love the way he went about his business – it was all about the culture, people and right product. The right people with the right culture will make your business and product thrive – I believe that 100%.

What’s your most overused saying?
‘Think’. I come across a lot of people that try to be ‘outside the box’, but the most effective solutions are the result of just thinking.

Five things you can’t live without?
Family, friends, pizza, phone and credit card.

If you weren’t in your current role, what would you be doing?
I am a finance grad and most of my early years were spent creating risk management programmes for financial markets. If I didn’t do a marketing rotation in my first role, I presume I would be in a cubicle somewhere figuring out some gammas and deltas no doubt.

What’s your favourite form of media (i.e; TV, radio, print, social media?)
Social media, 100%. It is a place where you can and should be you. If you follow my handles, you could never tell I am the MD of an agency. Or maybe you can?

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

The biggest thing I want to see is transparency – if nothing else and we are very much leading this change, to my belief. Other than that, I believe there will be a huge shift in where budgets are spent and measurement of their effectiveness will be questioned by all parties – if, as an agency, you cannot provide effective solutions, just stop, time is running out. All too many times I hear people talk about being efficient – “We will spend your money efficiently to get you results”, but so many things can be efficient without being effective – so there is going to be a shift in mentality in relation to this. Bring it on!

In The Hot Seat – Rob Chilton

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Team TMN catch up with Rob Chilton, Editor at Edgar Middle East who talks about his role and what he thinks of the media industry in the Middle East…

Name: Rob Chilton

Age: 42

Nationality: British

Current Job Title: Editor, Edgar Middle East

When did you first arrive in Dubai?

April 2013. Which feels like five minutes ago.

Where did you work prior?

I had two and a half fantastic years at What’s On Dubai. Before that I worked for entertainment magazines in London and New York. It was an endless whirl of celebrities, parties, red carpets and gossip – tough gig.

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

Everyone knew everyone, everyone had worked with each other and everyone was dating someone in the media. Not so much six degrees of separation, more like two. Plus, after working in London and New York, Dubai magazine teams felt small and stretched.

Has your opinion changed much?

Not really, only many of these media people have now married each other and had babies.

Tell us about your current role.

I write stories and interview people for Edgar in print and online. I also have an hour-long slot on Dubai Eye radio waffling about manly things. The pace is relentless and momentum is key in keeping the magazine ticking over. Turning a page from white to green on my flatplan is a huge, nerdy pleasure.

What challenges do you face?

I like that old quote from Rebecca West: “Journalism is the ability to meet the challenge of filling space.” It’s just me on the Edgar staff so I feel pressure to fill space, like any other magazine editor. Time evaporates and my heart rate speeds up as the end of the month nears, which is an addictive feeling. I quite like pressure, but I don’t enjoy chaos.

How do you overcome writer’s block?

1. Stop looking at my screen and gaze out the window. 2. Type any old rubbish, just to get my fingers moving – sometimes knowing what does not work helps me to know what does. 3. If I’m really stuck, which, thankfully, is rare, I go for a brisk walk around the block.

What’s the most rewarding part of your job?

Sniffing out a story. That’s been my number one pleasure of being a journalist since I started out as a reporter on TV Times magazine in London in 1997. Interviewing someone, probing and prodding, steering them to say a good line and then pouncing on it – I still find that exciting. Although with my knees it’s not so much of a pounce anymore, but more of a creaky lunge.

How would you rather be contacted at work?

A succinct email please.

What do you think of publications in the region?

Pretty good, considering the size of the teams and the time constraints. There are some excellent writers in Dubai media.

What role has digital media played when it comes to reader engagement in the magazine industry?

Attention spans have shrunk to a matter of seconds. People don’t actually sit and concentrate and read. It’s just picture, video, caption, picture, video, caption… To engage readers I feel stories must be interesting, clearly written and instantly accessible.

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

I welcome it. I know a lot more about the Middle East than I did before working here. I don’t see the region’s diversity as limiting editorial content unless I’m doing a story for Edgar about bars, when I must tread carefully, but there’s always a way round it.

What’s your pet PR peeve?

Phoning me two minutes after I receive an email invitation to chase me on it. If I can make it to the event and it’s relevant to Edgar I promise I will RSVP.

What do you think of media ethics in the region?

UAE media is a happy environment where nobody wants to rock the boat so I think everyone plays by the rules. When I worked in entertainment magazines we sailed close to the wind on many occasions because competition for sales was fierce and we had to beat our rivals. But in today’s media world selling copies isn’t so crucial anymore which means, by and large, nobody cuts corners or does anything naughty.

Describe yourself in five words…

Tall. Chatty. Happy. Always hungry.

Who inspires you?

Writers and broadcasters like Adam Buxton, Giles Coren, James Richardson, Amy Lawrence, William Boyd, David Dimbleby, PG Wodehouse, Henry Winter, Sathnam Sanghera, Claudia Winkelman, Barney Ronay. Away from writing, the majestic Patrick Vieira.

What’s your most overused saying?

“Yeah, sure.” And “Excuse me [insert name of art director here], do you have a second?”

Five things you can’t live without?

Tea. Travel. Swimming. Afternoon naps. My wife’s freckles.

When you were a kid, what did you want to be when you grew up?

When I was a little kid I once went into the bathroom of a fancy hotel in Dublin with my Dad and saw the attendant in a white dinner jacket, handing out towels, soap and mints. I came out of the bathroom and told my parents that was the job I wanted when I grew up. True story.

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

Maybe an English teacher, sports photographer perhaps. Or bossing the midfield for Arsenal.

What’s your favourite form of media (i.e TV, radio, print)?

I miss UK radio a lot. I love most magazines and newspapers, and the smell of the ink. Sadly it’s getting more and more of a nostalgic experience for me now. Reading the news on an iPad is ok and I think The Times online edition is brilliant, but I believe we all need to spend less time with tech and more time talking to people. Nobody just sits still, stares into the distance and thinks anymore. We all scuttle around, head down, mindlessly scrolling – and I think that’s sad.

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

Dive in, folks. Meet people, make friends, be polite, work hard and when you see an opportunity, grab it. There is lots of freedom and movement in UAE media so you’ll find an opening. If I can forge a media career in the UAE, anybody can.

In The Hot Seat – Rahman Risilia

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We chat with Rahman Risilia, Managing Director at MCG& and Kemisry HR, who talks about his current role and offers his thoughts on the media recruitment industry in the Middle East…

Name: Rahman Risilia

Current job title: Managing Director, MCG& and Kemistry HR

When did you first arrive in Dubai?

2015

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

Vibrant, fast and financially strong.

Has your opinion changed much?

Yes unfortunately. The industry is facing challenging times with global market conditions and the likes of Facebook and co. disrupting the market.

Tell us about your current role…

I see myself as a hands-on Managing Director. Still very involved in day-to-day recruitment, driving the growth of the brands (MCG&, Kemistry HR, Hopscotch and Ampersand) into different industries and strengthening our position as the leading agency within marketing, communications, PR, digital and Technology.

What challenges do you face?

We could be here all day! Managing candidates’ expectations when relocating from abroad and consulting with clients on how best to run a recruitment process, stands out for me.

What’s the most rewarding part of your job?

I do love it when we’re able to truly work with a client to determine exactly what they need through strategic meetings and fulfill the requirement. I must also say, seeing the progression and development of our consultants over time is extremely satisfying.

Are social platforms enough to source talent in the Middle East?

They’re definitely a good starting point. The levels of engagement on these platforms will determine how successful they can be. Not many recruitment agencies truly understand why and how to use them. LinkedIn recently named MCG& the most socially engaged staffing agency in the Middle East.

How effective is online recruitment advertising compared to traditional advertising for talent acquisition in the Middle East?

It’s hard to compare the two as their target audiences are different. Traditional advertising still receives a massive number of applicants but that doesn’t necessarily mean the quality is better.

What are candidates looking for?

Digital jobseekers want to work for innovative businesses that value the ability of digital to improve customer experience. They are not as focused on an organisation’s brand but want to know the details of the projects, the future for digital and what they can learn in a particular role.

What advice would you give employers?

Speed to market and realistic salaries remain the keys to success. However, throughout 2017 we found many employers were not meeting the candidates’ salary expectations, thus employers must act quickly and provide a positive recruitment process experience if they are to secure their ideal candidates.

What is the most common CV faux pas that you see today?

The big one that stands out to me is when a candidate’s CV doesn’t match their LinkedIn profile. That’s a red flag.

How important is a candidate’s online footprint when job seeking?

Now more than ever, the candidates’ online footprint is as important as their CV. You now see employers looking people up on LinkedIn, FB, Instagram and so on before the first interview stage. It’s a regular topic of conversation in our industry. You wouldn’t believe the horror stories I could tell.

Describe yourself in five words…

Ambitious, determined, obsessive, compulsive and focused.

Who inspires you?

My wife. Yes, I know it’s cheesy but she truly does. A mother of two, qualified Sleep Scientist reinventing herself as a Social Media Manager. A big thank you to Hopscotch ME for their support. Plus, she puts up with me…

What’s your most overused saying?

Where are the doughnuts?

Five things you can’t live without?

I have two. Faith and family. Everything else is manageable.

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

Can I say joining MCG? The entire journey has been exciting. It has had its ups and downs but never a dull moment.

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

To be given the power of a photographic memory.

What’s your favourite form of media?

TV wins that one hands down.

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

Running an advertising agency would have been the alternative, but being a football pundit would be nice.

How do you see the quality of candidates changing in the coming years?

Digital, Digital, Digital.

In The Hot Seat – Tariq Al Sharabi

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Team TMN catch up with Tariq Al Sharabi, Managing Director, Cicero & Bernay (C&B) who talks about his current role and offers his thoughts on the PR industry in the Middle East…

Name: Tariq Al Sharabi

Age: 42

Nationality: Palestinian, combining the heritage of Jerusalem from my mother and the warmth of Nablus from my father

Current job title: Managing Director

When did you first arrive in Dubai?

I’m proud to have been born and raised in Dubai.

Where did you work prior?

I began my career at a boutique local advertising agency in Dubai. During my time there, one of my clients was a PR agency and I worked closely with the General Manager, who informed me that I was in the wrong industry. Following his advice, I took a leap of faith and joined his agency in 2002, taking my first steps in the PR world. I started right at the bottom, worked my way up and later joined C&B in 2006. The rest is history.

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

I came into the PR world completely fresh so it took a lot of research to find my feet in the industry. At the time, PR was not yet fully-fledged in the Middle East and as far as I could tell it lacked any strategic influence. I could see that PR agencies across the world were having a real impact on important areas like public and government affairs, and I believed that Dubai was ripe for this sort of meaningful communication. The Dubai government was already setting an excellent example of how PR could be taken to the next level, and I knew that Dubai could serve as the ideal platform for an industry-wide shift in this direction.

Has your opinion changed much?

In the years since, PR has come of age in the Middle East. It was once considered an add-on to business as usual, but it is now a major part of any sound business plan, leading communication and playing an essential strategic role in helping companies to accelerate their growth ambitions, meet their business objectives and deliver ROI. Dubai has become a global hub for PR best practices and a model for how PR can drive business strategy.

Tell us about your current role…

I have been with C&B since its inception and as a result, I feel personally responsible for its long-term success. As Managing Director, I focus on developing C&B’s new business and affiliation opportunities to drive the agency’s growth, while continuing to enhance our client services with innovative solutions that go beyond traditional methods. I am responsible for adding value for C&B’s clients as we expand our portfolio and footprint locally, regionally and globally.

What’s the most rewarding part of your job?

I live for the moments when my instincts are proven right. A good idea can emerge in a second and in that instant you have a wonderful gut feeling that it is right and that it will work. When the campaign results justify this intuition, I find it hugely gratifying. Meeting new faces every day is another rewarding part of my job because I am a true people person; people are a constant source of inspiration and interest for me.

How would you be rather contacted at work?

You can’t beat the phone. To really chew over an idea, get to the heart of an issue or understand a client’s point of view, you simply have to talk. Taking a personal approach to communication is at the heart of our industry and I think much of that can be lost over email or WhatsApp.

What challenges do you face?

We operate in a very rapidly evolving industry and the main challenge is not just keeping up with it, but ahead of it. The pace of progress is relentless, particularly with digital transformation, which means that we are engaged in a constant battle to develop our know-how and stay ahead of the curve. At the same time, we need to remain highly attuned to shifting consumer behaviours. This is not just about following trends but instead about anticipating and setting them.

What do you think is the secret to successful leadership?

The word leadership always strikes me as very top down in character. It suggests that you are in front, ahead or on top of your team, but in my opinion true leadership is more about supporting your team from behind, beneath or within. If you are the captain of a ship or the cox of a rowing boat, you steer and support your crew from the back of the vessel, and I believe this is an important thing for leaders to remember.

How has PR managed to stay relevant in today’s digital community?

I think there is a misconception that PR is somehow separate from the digital community, whereas the two actually work hand in hand. If anything, PR has become more relevant in today’s digital community, because digital transformation has significantly broadened the scope and impact of our work. In the digital era, PR has simply taken a different and more exciting shape by moving onto new platforms — this has given PR the potential to communicate in a more meaningful way than ever before.

In your opinion, what makes a PR campaign successful?

A campaign is successful when it changes lives. That may sound dramatic but it really is the crux of what we do because public relations begins with people. The change can be as simple as helping a customer to discover an offer or as important as helping them to find their dream home. Having an impact on real people is the measure of success in PR.

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

In our increasingly competitive environment, PR ethics is of paramount importance. This is particularly true in light of my answer to the previous question because at the end of the day, we are impacting people’s lives. In the UAE, we are fortunate to work in a very ethical PR industry that is characterised by sensitivity, honesty, integrity and fair competition. We like to keep it clean!

Describe yourself in five words

This is where I find myself instinctively reaching for my phone, because to describe myself I need more than five words — I need to talk to you.

What inspires you?

Dubai is my ultimate source of inspiration. I was born and raised here and I feel a deep pride in this city, which constantly amazes and challenges me. Its pulse, rhythm and ambition are driving forces in both my life and my industry; PR in Dubai is significantly influenced by the city itself and I enjoy this symbiosis.

What’s your most overused saying?

“Let me tell you something.” I don’t hear myself saying it but I’m told that it’s a recurring phrase in the office and my personal life. This makes sense because I always have an opinion or a story to share, and I guess this has become my ‘hook’.

Five things you can’t live without?

Life would be a struggle without Saturday night football, coming home every night to my daughters’ smiles, a good cup of mint tea, people around me and the standard of service that we all enjoy in Dubai.

What’s your favourite form of media? (i.e. TV, radio, print)

From a professional perspective, I believe that TV continues to play a very significant role, particularly in our region. While print is losing ground, radio is also still highly engaging and always on, at least in the car. But let’s not forget digital media, which is the undisputed champion and will only go from strength to strength from here on in. From a personal perspective I would have to say TV because it offers a level of escapism that you just don’t get with any other media. 

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

This is an easy question because I had the privilege of working with Diego Maradona when he was the Head Coach of Al Wasl Football Club. The experience was surreal in many ways. I remember receiving a text from the club asking me to prepare for a meeting with Maradona in five days’ time, and honestly believing that it was a practical joke. It was one of those rare moments that a dream becomes reality, which was exciting for both me and the media. Unsurprisingly, attendance was high for those press conferences!

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

I would be doing anything that involves communicating with people. I love engaging, talking and sharing stories with people, and I have a flair for making them smile and connect with me. This is one of my defining characteristics and I believe it would hold true in any job, whether behind a counter, in a meeting or in front of an audience.

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

We are currently in an era of digital transformation and it is far from over. While we are mastering social media and enhancing our digital analytics, I believe there are new heights to be reached when it comes to mining the true value of big data for PR purposes. I also believe that PR will continue to strengthen its strategic role in businesses, where it has become the leading communication method for impacting the bottom line.

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

To thrive in the PR industry, you absolutely must be a positive people person. There is no room for negativity, pessimism or comfort zones in our world, and you also have to be ok with waking up to a whole new set of challenges every day. This is true of the global PR industry, but in the UAE we also need to add cultural sensitivity to the mix. To succeed in the UAE’s PR industry you have to understand the make-up of this country and the values of the people who live here. It is important to remind yourself where you are and develop a deep understanding and appreciation of the UAE’s unique culture.

In The Hot Seat – Lucy Perrott

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We chat with Lucy Perrott, Group PR and Communication Manager at Solutions Leisure, who talks about her current role and offers her thoughts on the PR industry in the Middle East…

Name: Lucy Perrott

Age: 26

From: Australia

Current Job Title: Group PR and Communication Manager, Solutions Leisure Group

When did you first arrive in Dubai?

I came in 2012 and was offered an internship at Promoseven 360, whilst completing my Bachelor in Communication and Public Relations from the University of Newcastle, Sydney. I jumped at the chance to experience the industry in a totally different part of the world and get out of Australia for a bit! Here, I fell into a second internship and joined the consumer team at Weber Shandwick, and as they say, the rest is history!

Where did you work prior?

I started my career in advertising at McCann Health in Sydney, working part-time with the account management team across brands such as Pfizer and Jansen. During my spare time, I interned at Trish Nicol Agency, looking after brands such as Lindt, Celine Eyewear, Moroccan Oil and Goldwell before moving over to Dubai permanently. In Dubai I worked with Promoseven as an Intern, Weber Shandwick as Account Executive, COPIA Group as PR & Communications Manager and most recently with Seven Media as PR Director.

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

In all honesty, coming from a relatively small, modern, Western-focused agency and being thrown into the deep end of an expat-driven market in a Muslim country, I was pretty lost! I remember one of my first clients was Nespresso and I was briefed to create some Facebook content for them involving interesting facts about coffee and health. I did my research, came up with some solid posts and submitted it feeling pretty happy with myself, only to have every single one rejected. This was my first introduction to the limitations of Middle Eastern media. Perhaps it was because I started in such a large, international agency as a very small fish in a big pond, or perhaps it was the step into completely unknown waters, but the industry as a whole felt slow and detached in comparison to back home. Being such a forward-thinking country with such a fast-paced stigmatism attached to it, I anticipated things to be much faster and ahead of the times when it came to the creativity and tactics involved in PR as a whole. During the early stages of the digital emergence in our field, the engagement with influencers and key opinion leaders had started to pop in other parts of the world well before Dubai and the UAE seemed to click onto them, which seemed odd in such an innovative market. I remember Facebook being the only platform we really tapped into and the overall PR tactics used were still very traditional, press release, email distribution, follow up call, interview or feature pitch. It wasn’t so much about the quality of media as opposed to the number who showed up to our events. There was such a belief that if you didn’t have 20 plus journalists there, your event wasn’t a success. There was also a lower turnover in both media and PR in 2012 from memory. People seemed to stay in jobs longer and not shuffle around as much, so this made navigating the media landscape and learning who was who much easier.

Has your opinion changed much?

Whilst in many ways I feel we, as an industry, remain somewhat slower and perhaps a little less organised in the Middle East as opposed to such other parts of the world, there are certainly key trends and developments we have jumped on the back of and appear to be driving forward. Examples would be the integration of social media and digital trends into our strategies, delving into the analytics of social media platforms and really using the stats to our advantage to shape our plans and the incorporation and relationship building with not only influencers, but key opinion leaders to help build trust and huge activations, which continue to make headlines around the world. You’re are certainly in the right place if you’re looking for a career in a constantly changing, fast-paced and diverse market!

Tell us about your current role…

After years on agency the side, I was offered me the chance to move in-house and head up the communications department in one of the industry’s most exciting F&B groups. I oversee a fantastic team of young, talented individuals and have worked to integrate the different skillsets in order to maximise efficiency, creativity and productivity. With the face of digital, media and marketing industries changing so rapidly, it is so important we, as a group, stay on top of trends, media, applications and digital developments.

I spend much of my time sitting with the social and digital teams, tapping into the back end of our social media in order to strategise ways forward for each brand, exploring our customer habits etc. Social media is a goldmine of information we need to learn to grow from and an area that I believe is only going to impact the building of brand reputations more as we continue in the future.

In addition, I work with the team to create budgets across social media boosting and promotions, sit with the graphic design team for artwork and engaging pieces of eye-catching content, research up and coming influencers as well as key opinion leaders across various industries. I also sit with our videographers and photographers to plan content collection sessions in order to capture current and interesting imagery and videos etc.

My role also includes handling the traditional ins and outs of PR, including plans, reporting, liaising with media for different opportunities, features, reviews and more, working on creative story telling tactics across both digital and traditional platforms, planning and managing guest lists for events, running orders, keeping an eye on upcoming regional events we can tap into and staying up to date with the overall trends in Dubai. I then manage all the corporate communication across the group, including media training and interview management for directors, chefs and spokespersons. It is pretty busy around here!

What challenges do you face?

Being in-house, there is much less ‘role’ definition. I find myself delving into everything, with every day a different experience. Last week I was reorganising the team structure, delving into new concept creation, liaising with organisations for partnership opportunities and discussing the possibility of using one of the venues as a Hollywood film location. This week I am organising festive packages, announcing NYE acts, preparing for the launch of STK and food service at Lock Stock & Barrel JBR, editing video content and creating guest lists for VIP invitations… but it’s only Sunday! I find this factor, as well as in-house communications in general, leaving us very reactive. As a planner, this is one of my biggest challenges! Everything happens there and then, which is tough from a communications point of view as we have deadlines to meet in the media, people to accommodate for and content to create.

I am also in new territory when it comes to exploring the marketing side if things. Learning what an ‘appropriate’ rate is, negotiating, managing graphic design specifications, it is all something I am having to factor into my own education. In saying all this, without challenges, I wouldn’t be learning, so I’m definitely not complaining! My colleagues are great in the sense that, if I have a problem and come with a solution, they will listen, take it on board and help me to act on it. There aren’t any ‘no’s’ at Solutions Leisure.

What’s the most rewarding part of your job?

The immense sense of ownership that comes with being in-house of a brand. I have always treated my clients as though they were my own brands, however it definitely is a different feeling when you’re on the receiving end of the awards and recognition. I’m like a proud mother! I am also driven by the passion seen through the team, from the owners through to the bar staff, every Solutions Leisure member lives and breathes their job. There is nothing better than being surrounded by true passion and ambition.

How would you rather be contacted at work?

I would normally lean straight towards email as it is so busy at the moment, however I am actually finding that I quite enjoy a phone call these days. I feel they’re more personal and actually gives the person on the other end an identity as opposed to a bland email. One of my favourite parts of my job is actually meeting people, so it gives me a good chance to get to know someone instead of typing away on a keyboard.

 

How has digital media changed the relationship between the PR and media industry?

I find the emergence of digital media absolutely fascinating. With PR as an industry often seen as old-school in its methods, digital trends offer us publicists a whole new tool kit to drive awareness, shape identities, create trust and followings around brands. I am still a huge fan of print media and get so much satisfaction flicking through a publication, admiring the work, reading the content someone has taken the time to create and appreciating their support through editorial coverage. I like being able to see hard results, holding them in my hand and feeling proud of my ability to influence someone enough, they’re willing to include it in their work and that they too, strive to make it perfect and engaging, from front to back.

Being client side, I find it refreshing being able to reshape the way we monitor ‘coverage’. Today’s digital age sees us moving away from the amount of coverage generated, measured by advertising value equivalent (AVE’s), PR value equivalent (PR VE’s) etc, and really focusing on the quality of coverage. This means that in addition to your key pieces in respected titles, we also look at the digital conversation, the views, the likes, followers etc.

Although seeing many publications move online or develop a digital platform, this shift not only means the reach has increased for our editorial content and messaging, but has also meant we, as PRs are able to suddenly return to our creative roots and explore new avenues for developing interest amongst consumers. Something like 70% of digital content is video and as a result, we as a group have incorporated video content into our media communication and animated our marketing collateral to make it as engaging as possible. I personally don’t like the idea of the press release in this day and age. We need to be looking at creative story telling as a whole, incorporating both traditional and digital elements to our communication. Digital development has also given brands such as Solutions Leisure, a gateway to those with a respected followership.

The emergence of the ‘influencer’ has taken the UAE specifically by storm, with many respected residents boasting of tens of thousands of followers and key opinion leaders are more accessible than ever. It is the analysing of these people as to how much they benefit and match brands and their impact on the consumer that we need to pay close attention to. Social listening is crucial for us to know what is being said, where and about who, including competitors, in order for us to plan around. We need to analyse and predict trends through digital platforms in order for us to better our products and understand the customer wants and needs.

There is a whole ocean of information telling us what we need to change to do better. As a result of the data science, we need to incorporate the use of customer data and behavioral insights to create offers and promotions as well as branded, customised content for dissemination on social and newsletter channels.

What role has digital media played in the hospitality industry in the UAE?

With traditional print media sadly disappearing by the day and new digital platforms taking over, the media industry as a whole is definitely an area us PRs need to keep on top of. I find it really exciting, being submerged in such a time of change and creativity. Digital has opened up a wealth of opportunity for us to showcase, promote and introduce concepts, presenting key messages through whole new avenues. With incorporation of video, animation and more, we have the ability to showcase our venues to consumers before they experience it for themselves, giving them a little pre-taste that should, if done correctly, get them buzzed for the real thing, driving footfall to the venue. Digital story telling is limitless. Point of view clips, short, sharp shots of events, pan shots over tables of mouthwatering key dishes and delectable cocktails, a dive into the vibrant atmosphere of each venue accompanied by some faboulus music to really draw you in – the opportunities are endless. The use of animated artworks is also becoming far more engaging and eye-catching for not only social media use, but digital advertising, pop up advertisements and more. Digital media is fascinating and evolving at such a rapid rate. The impact is phenomenal on the possibilities across every market, not just hospitality.

How has consumer behaviour in today’s digital community influenced PR today?

Smart phones are the taking over the world, which is no secret, with their usage surpassing that of tablets and desktops in late 2016. However what few people realise is that F&B takes up approximately 72% of the market share when it comes to topics and themes researched using smartphones. This means we need to ensure that we are completely mobile friendly across all our marketing, content and digital platforms. We need to target people with the understanding that many of them are on the go whilst using these digital platforms, with our own brand analytics showing the peak times to be on the way to work, at the end of a lunch break and once home from work. Statistics show that 70% of people have noted they won’t leave home without their phones and as TV, newspaper and magazine consumption is on the decline as a result of the accessibility and ease of smartphone use, PRs need to look at ways to tailor content to suit their actions and habits.

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

I don’t believe it has so much as taken over, however user-generated content has certainly become a major player in today’s day and age. I believe we certainly need to take this into consideration more and build it into our strategies to accommodate for it, using it to our advantage.

What role does social media play in building a brand’s reputation today?

With the emergence of digital trends taking us by storm and Dubai quick to jump on board, we need to be on top of service and experience across the industry. Platforms such as Facebook, Instagram and Trip Advisor have quickly led the consumer to be a journalists themselves, rating their experience publically and spreading the word. There is no better PR than traditional word of mouth and with the world at our fingertips, hospitality venues have to be on their game.

Describe yourself in five words…

Passionate, ambitious, outgoing, inquisitive and driven

What inspires you?

I find inspiration in aspects of my life every day, from scrolling through the internet, researching the F&B industry across the globe, listening to TED Talks and communication podcasts and researching the future of PR, to following influential publicists including Kris Jenner (don’t all jump to judge…that woman has done some incredible things in terms of PR) and sitting with my colleagues. They are all so passionate about what they do and always looking for the next thing to help grow the organisation.

My Dad is also a big inspiration. Working in healthcare advertising, he worked his way up the company he is with today, shaping the industry with a vision to drive new-age, creative approaches to advertising as a tool, to the point he is now one of the most respected and well-known figures in his trade. His approach, drive and passion has always given me the inspiration to say yes to every opportunity passed to me, believe in my thoughts and ideas and let my creativity lead me through my career.

What’s your most overused saying?

“I am literally pressing send now….” Honestly, the amount of people I am anticipating with their eyes as they read this!

Five things you can’t live without?

My phone, my diary, my brow lady, Nutella (guilty pleasure) and a hair tie. Love a good high ponytail!

When you were a kid, what did you want to be when you grew up?

A horse trainer or publicist…two opposite ends of the spectrum, I know.

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

There are two things I always wanted to do, one is go back to working with horses. I have grown up around them and despite my parents’ hopes, I never grew out of my expensive obsession with them. Alternatively, I would love to use the knowledge, skills and contacts I have gained throughout my career in the advertising, PR and media industries to really make a difference in third world countries. I would like to get involved in the United Nations, helping to drive greater awareness across western countries when it comes to helping the poverty and war-stricken parts of the world, looking at ways we can analyse statistics delved from digital platforms and incorporate forward-thinking social media tactics, digital trends and more.

What’s your most used social media platform?

Instagram! It is absolutely one of the most genius platforms/tools ever created. My other half would say I was obsessed…

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

The face of communication is changing rapidly and as publicists, and communication professionals, we need to make sure we are thinking ahead of the game in the ways we promote our brands, creating awareness, managing and protecting reputations and, in turn, producing revenue.

News is instant as a result of technology and social media. We need to look at the interesting and creative ways we tell our brand stories across digital platforms, making these more fluid and the user journey easier to navigate. Influence in the market needs to be made through relationship building with relevant persons and key markets, ensuring a great experience. We need to look at harder-hitting content, not just static images. Stories need to be told across digital media platforms, as well as Instagram and Facebook, promoting attention-grabbing content to broaden its reach.

I think there will be a move to recapture true public relations, promoting services and products through traditional word of mouth and using digital and social platforms as a form of megaphone, accelerating its reach to targeted audiences. The traditional PR professional is gone, enter the digital savvy, forward thinking, well-versed creative with a tongue for persuasion.

In The Hot Seat – Jon Marchant

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Team TMN catch up with Jon Marchant, Managing Director at FP7/DXB who talks about his new role and what he thinks of the advertising industry in the Middle East…

Name: Jon Marchant

Age: 41

From: UK

Current Job Title: Managing Director, FP7/DXB

When did you first arrive in Dubai?

November 2017

Where did you work prior?

I previously worked in the UK with Big Communications and most recently with McCann Central, part of McCann Worldgroup before taking up my new role in the UAE.

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

I was pleasantly surprised by the number of clients I met who were striving to do brave, original and award-winning work.

Has your opinion changed much?

No, so far my first impressions have held true, which is great.

Tell us about your current role…

I’m responsible for the leadership and development of FP7 DXB’s business. I have inherited an extremely talented bunch of people and am looking forward to doing some awesome things in 2018.

What challenges do you face?

Lots! But that’s what gets me out of bed in the morning — continuing to hire the very best talent in the region, working out what to do with all this data we have access to, battling against the tough economical climate and ensuring FP7 remains at the top of the perch when it comes to creative effectiveness. 

What’s the most rewarding part of your job?

The daily pride that comes from leading the most effective agency in MENA and knowing we are doing work that consistently gets results for our illustrious client portfolio.

How would you rather be contacted at work?

I’m not fussy! Call, email or pop in for a coffee.

Is traditional media still relevant for effective branding in the region today? Absolutely there’s still a role. But the challenge remains how to ensure we have the optimum blend of media to achieve our clients’ measurable business goals.

How has consumer behaviour in today’s digital community influenced the advertising industry?

It’s broadened our potential to do great things creatively! With a broader palette of digital platforms available and the ability more than ever to show genuine effectiveness for our efforts, — it’s an exciting time to be in this industry.

Have cultural differences in the region created limitations or an edge to digital content marketing?

I wouldn’t look at it as differences, but as diversity. There is possibly no other region as diverse and exhaustingly astonishing as the MENA region! And that diversity is challenging but ultimately, very rewarding as it fuels unexpected and untapped creativity as well as content. The latest fame-generating Coca-Cola work from Egypt (for FP7 Cairo’s Line-Up Song), is a perfect example of how diversity and tapping into local insights and nuances can lead to disruptive content marketing.

How has social media in the region evolved over the years to become an integrated part of the advertising and marketing industry?

MENA is one of the fastest growing and highest consuming regions in the world when it comes to social media. Creative expressions, freedom and the shared experiences have all fuelled this growth, along with of course the proliferation and penetration of smartphones. It’s no longer just a deliverable list in a brief, it is the hero content and the time now is to not just create content for social, but content that is social at heart.

If you could change something about the advertising industry in the UAE, what would it be?

For agencies, a renewed focus on creating work that matters and solves brands’ commercial problems, which is why we exist.

For clients and marketers, experiment and go for nervous. Keep a good ten percent of marketing and creative budgets aside for the unknowns – things brands don’t know about and things we as agencies don’t know about! That’s where some magical and transformational work will happen.

For all, stay more in touch with the constantly evolving world and create more work that’s data-driven, agile and relevant to everyday people.

How would you describe yourself at work?

Pragmatic, grounded results-orientated, brave. Honest and fair with colleagues. Passionate and professional with clients.

What inspires you?

Brave and bold clients. Clients that treat you as a genuine business partner and share their media data, consumer data and research with you, so we can deliver insight-led game-changing campaigns.

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

In the UK, I helped to grow McCann Central into the largest agency outside London and the largest McCann operation in Europe. We achieved 60% growth in three years. That was pretty special.

What’s your most overused saying?

If you want to go fast go alone, if you want to go far go together (used to emphasise the importance of collaboration and teamwork!)

Five things you can’t live without?

Family time, holidays, long runs, Apple Music and Google Maps!

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

Global Talent Scout for Manchester United!

What is your favourite form of media?

Ambient. McCann proved with Fearless Girl that if you get it absolutely right, even with a very low investment, the results can be spectacular!

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

Be enthusiastic. It’s not the easiest industry in the world. Work is dynamic, ever-changing and challenging, every day.

Be curious. We thrive on being aware of trends and on setting trends. So, it’s imperative to be open to the culture and the people we are living with as well as the communities we are operating in – spending time out in the real world, while in a job, helps wonders in being in touch with a constantly evolving world.

Be courageous. Firstly, strive to create brave ideas that will move people. Next, great ideas struggle for their survival every day. When you have a great idea, it is crucial to make sure there’s a logical case (that impacts both the brands and business) then go and sell it, until it is sold!