In The Hot Seat – Natalie Johnson

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The Y Project’s Founder, Natalie Johnson tells TMN about her role and what she thinks about the PR and marketing industry in the Middle East…

Name: Natalie Johnson

Nationality: British

Age: 28

Current job title: Founder, The Y Project

When did you first arrive in Dubai?

In September 2013, which feels like a lifetime ago.

Where did you work prior?

I worked in three different agencies in the UK – one very traditional, one an integrated advertising agency and one solely digital. When I first moved to Dubai, I was with DABO & CO (now Edelman DABO) for just under two years before taking up roles in marketing for CrossFit and fitness company, InnerFight, and most recently working with hospitality company, Bull & Roo.

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

It was very different to the UK! I had been working in a digital agency before I made the move and when I arrived here, traditional print media was still king.

Has your opinion changed much?

Absolutely – we’ve seen a total shift change as the region continues to play catch up with progressive markets elsewhere in the world. Brands and agencies alike are becoming much savvier about digital and its role within the marketing mix – and we’re seeing some fantastic video-led content as well as some stand-out social-first campaigns.

Tell us about your current role…

I founded The Y Project with a mandate to work on projects that I found truly exciting – both so I was completely fulfilled, but also so my clients would get the absolute best out of me and the talent I choose to work alongside. Fast-forward almost one year and The Y Project has remained true to this ethos – with a key focus on developing creative online-first campaigns that ensure cut-through.

What challenges do you face?

As a start-up, the biggest challenge is fulfilling every single role of the business – from the creative and strategic to finance, HR and business development. I’ve called upon some amazing people to help assist and have learnt so much about sourcing talent, business forecasting and Excel formulas, as well as what I absolutely suck at. Rule number one: know what you don’t know and never be afraid to ask for help!

What’s the most rewarding part of your job?

Realising true business objectives for clients – a creative campaign is a wonderful thing, but it’s meaningless unless it drives bottom line.

How would you rather be contacted at work?

Email, WhatsApp, Instagram and I’m quite partial to the good old-fashioned telephone call as well!

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

The penetration of social media, growth of influencers and closure of magazines and newspapers in the region has meant that clients and agencies alike are now placing a core focus on digital. Only a few years ago, most agencies had small, separate digital teams, whereas now many have developed unified integrated content and communications teams – with a focus on delivering holistic strategic campaigns that drive business objectives both on and offline.

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

It has ensured a more tailored approach to communications as well as one that is mutually beneficial. However, this only applies to those PRs considering how they can best help and assist journalists and bloggers create the most stand-out content i.e. those that ask questions such as: Can we provide them with a specifically shot video purely for the purposes of their publication? How can we bolster this with a social-led edit? Should we shoot something in portrait to supply them with content for Snapchat or Instagram Stories? And of course not forgetting, how can this best be represented in their offline publication? etc.

How has content marketing influenced consumer behavior today compared to traditional marketing?

Content marketing can be much more readily targeted to relevant consumer groups and in markedly more cases, individual consumers. As a result, consumers feel much more aligned with, as well as an emotional connection to, brands taking advantage of this fact i.e. even something as simple as targeted language rather than dual-language posts on Facebook ensures that Arabic speaking audiences see Arabic language posts. 

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

Despite great leaps forward, there is still some way to go. Some agencies still adopt the separate ‘PR’ and ‘social media’ teams model – why isn’t it yet integrated across the board?

Describe yourself in five words…

Not afraid to break the rules.

What inspires you?

People with big goals and a strategy in place to achieve them.

What’s your most overused saying?

‘Many thanks’ – it’s an affliction.

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

There have been so many amazingly exciting things – too many to mention, but I think it’s probably my first successful pitch under The Y Project – that was pretty special.

Five things you can’t live without?

Phone, laptop, charging devices for said phone and laptop, orange juice (obsessed), dog (equally obsessed).

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

For my entire Inbox to be readable on a single screen…

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

A professional Ice Skater. I skated from the age of five until I was 16, training five times a week and competing across the UK.

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

Right now, podcasts. TED (of course) but also the likes of S Town and Undisclosed. My first experience of working on one was the ‘InnerFight Podcast’ when I was handling the gym’s marketing – and I’m looking forward to incorporating the medium in relevant future projects.

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

Embrace it and soak up the opportunity to work with some of the best brands in the world, as well as learn from some of the top global communications talent who have come armed with a wealth of knowledge from their home markets. And don’t be afraid to colour outside of the lines to continue to push the market forward.

In The Hot Seat – Dariush Kamyab

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We chat with Dariush Kamyab, Managing Director of LMTD, who talks about his current role and offers his thoughts on the advertising and marketing industry in the Middle East…

Name: Dariush Kamyab

Age: 30

Nationality: British

Current Job Title: Managing Director, LMTD

When did you first arrive in Dubai?

The day I was born!

Where did you work prior?

I previously worked with Polar Bear Creative as Account Manager from 2011 – 2012 and later co-founded a social media start-up called Kindai Media in 2012, which consulted to various governmental organisations across the MENA region. I joined LMTD in 2015 as a Strategist and most recently held the role of Head of Strategy.

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

When I started out, we were in the midst of the global financial crisis. Marketers had to be smart to make the most of client budgets as they were counting every penny – we had to adapt to this and think creatively.  

Has your opinion changed much?

The region is increasingly attracting top talent from across the world – this means we have a more global, tech-savvy audience to advertise to, resulting in smarter campaigns. Budgets have gone up, but clients are increasingly more aware of where their Dollars are being spent.

Tell us about your current role…

As Managing Director at LMTD, I essentially perform two roles: I ensure that our team has the best possible work environment for them to thrive in and also commit to having our clients receive the best possible work that we can do. I recently worked on expanding our client base outside of the region to South Korea. This was an extremely exciting development for the whole team as we continue to grow our global client portfolio and as a result, our capabilities.

What challenges do you face?

Working with clients from across the globe with a team of 30 means that we all have to multitask quite regularly, whether it’s on video, social, digital or creative projects. No two days are ever the same and we frequently find ourselves on call late into the night. The results though, can be incredibly satisfying.

What’s the most rewarding part of your job?

Watching people really grow in their roles and being able to coach them through this. Our first ever office administrator arrived straight out of university and is now an integral part of our account servicing team for one of our largest clients. It’s stories like this that make my job worthwhile.

How would you rather be contacted at work?

Anyway works! I’ve had prospective clients even reach out through Twitter.

Is traditional marketing still efficient in the UAE today?

Depends on the type. Print media maybe less, so than out of home and television – but it’s usually quite efficient in satisfying clients as they appreciate the tangible aspect of this kind of media.

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

Today’s generation is spoiled for choice. Digital media can give you whatever you want, whenever you want. When it comes to content, advertisers are not just competing with competitors, but content from multiple sources, vendors and platforms on the same screen. Advertisers are having to battle to create compelling content to stand out from cluttered news feeds and timelines.  

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

A lot of industries, especially retail and F&B have been realising that it’s becoming more and more effective to have their customers talk about them rather than have marketers talk at them. Encouraging customers to post content around a brand or campaign hashtag is definitely a trend in vogue at the moment and when done correctly, can have really cool results. The worry is that brands may attempt this and be unprepared for negative feedback and then be turned off from attempting similar drives in the future.

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

I remember when huge regional social media accounts were run by a group of three freelancers sitting around a desk. It was easy to create content and post, back then, whereas nowadays the quality of social content has evolved massively. Social media marketers are often required to be ‘Swiss Army knives’ — in their role you need to be content creators, analysts and strategists at the same time.

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

With the right strategy, social media can not only build a brand’s reputation, but define it. If you don’t approach the medium properly it can swallow you as a whole. One false move in a tweet or Instagram post can be picked up by millions in an instant and spread around the world in seconds. What other form of media can do that?

What are the most common digital marketing mistakes companies make?

Treating social media like an add-on rather than a core is part of their customer-facing strategy. Too often are social media managers, whether inexperienced, or IT managers are given access to the company’s Twitter account – I’ve seen this happen with global multinationals. It’s often assumed that if you work in tech, you can work in social. That’s like asking a print shop to write the content of the books they print out!

Describe yourself in five words

Approachable, knowledgeable, eager to learn.

Who inspires you?

Definitely the leadership of the UAE and specifically HH Sheikh Mohammed Bin Rashid Al Maktoum. Growing up in Dubai has really allowed me to witness his incredibly ambitious impact on the city.

What’s your most overused saying?

Probably ‘you never know’. Business in Dubai, and this city in general – always ends up surprising you.

Five things you can’t live without?

My iPhone, good cologne, creamy espresso, football and my family

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

Definitely joining LMTD and working with such a multicultural team that is more of a family than a group of colleagues. Our potential as a unit is boundless.

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

I thoroughly enjoyed lecturing and presenting seminars on social media a few years back. I would definitely start that up again.

What’s your favourite form of media?

Social! You really have to be on top of your game at all times. It’s fast-paced, targeted and ever-changing. It keeps us thinking and continually flexible.

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

Smartphone usage across the region is booming and is set to grow further. The attention span of the next generation will be shorter than ever. It will be up to intelligent digital and social media campaigns combined with effective data mining to hook customers into your brand or service, otherwise, you’ll lose them in a flash to a smarter competitor.

 

 

In The Hot Seat – Nicole Suter

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

Name: Nicole Suter

Nationality: Swiss

Age: 38

Current job title: Managing Director, Djembe Communications

When did you first arrive in Dubai?

2005

Where did you work prior?

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

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

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

Has your opinion changed much?

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

Tell us about your current role…

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

What challenges do you face?

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

What’s the most rewarding part of your job?

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

How would you rather be contacted at work?

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

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

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

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

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

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

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

How would you describe yourself at work?

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

What inspires you?

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

What’s your most overused saying?

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

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

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

Five things you can’t live without?

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

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

Shortening travel times to a few minutes.

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

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

What’s your favorite form of media?

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

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

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

In The Hot Seat – Stefanie Fernandez

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LinkedIn’s Head of Sales Solutions MENA, Stefanie Fernandez tells TMN about her current role and what she thinks about the sales industry as well as the concept of social selling in the Middle East…

Name: Stefanie Fernandez

Age: I just celebrated a milestone birthday, but you’ll have to guess which one!

From: I was born in Germany, but brought up in an English and Spanish household in Birmingham, UK.

Current job title: Head of LinkedIn Sales Solutions MENA

When did you first arrive in Dubai?

I first visited Dubai in 2014, before moving here officially in 2015.

Where did you work prior?

Prior to joining LinkedIn, I worked with Cisco Systems, Hewlett Packard Enterprise and Verizon Business. In 2011 with an aim to change my career direction, I joined LinkedIn and worked in several roles including Senior Account Executive – LinkedIn Talent Solutions, Sales Manager-Talent Solutions – SMB – UAE Territory, and most recently Head of Sales – Search and Staffing Division MENA.

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

My first impression was that there was a preference for the more traditional methods, but there were also plenty of forward-thinking organisations that were open to having conversations and looking at alternative routes. Being in the Middle East is like a form of education, but it also provides an opportunity for us at LinkedIn to educate others.

Has your opinion changed much?

My opinion has continued to change as I see the acceptance of the digital landscape change, which is happening fast. You have to be versatile, adaptable and open to change.

Tell us about your current role…

After six years of working with our flagship product line, Talent Solutions, I decided to diversify in terms of experience at LinkedIn and move to our newer brand, Sales Solutions. The MENA team was launched in 2015 and has steadily grown to a fully-fledged end-to-end sales organisation that covers the entire MENA region. My role is to ensure that social selling becomes more than just a concept in this region and more the norm for selling.

What challenges do you face?

The sales cycle can often be longer with a lot more education required than in more established geographical regions, but because the concept of social selling is still relatively new in the MENA region, and compared to the conversations we were having two years ago, we are seeing a faster take-up rate with some significant logos on board.

What’s the most rewarding part of your job?

Definitely working with the immense talent we boast of in our workplace. Particularly watching people who are still fairly early in their career start turning into highly skilled, well-rounded professionals.

How would you rather be contacted at work?

That’s a difficult one, but I would say the classic channel – email.

How has digital media impacted media buying and selling today? Does print still have any role?

In traditional markets such as the Middle East, there is still a place for print, but it will continue to reduce. Targeted information, which is delivered online especially through mobile, is the direction in which the world is heading now.

Why do you think the Middle East market has become a target for an increasing number of international retailers?

It is recognised as a central hub and widely known as an area where trade is successfully completed. It is also extremely central from a geographical point of view as we see business in the East increasing.

Is traditional sales methodology still effective today?

I would say it is less effective. Social selling is what I predict most successful sales organisations will end up with. Customers are less likely to pick up the phone these days for unscheduled conversations and most people have never reacted positively to cold calls, especially now and in this region where many people have multiple phones as well as various ways of fielding how they receive their information. LinkedIn’s Sales Navigator solution allows companies to make meaningful connections with their target audiences by the means of warm introductions and relevant insights.

How can salespeople be more effective in the region?

Have a strategy that ensures that you know exactly when, how and to whom you will be reaching out to, and use tools that allows you to utilise tactics that ensures you’re not shooting in the dark, but rather making a deliberate, well-informed approach.

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

I prefer to talk about sourcing the best talent that will be a long-term asset to your organisational culture and success. Social platforms are not the only way, but they are real-time and consumption of information through these channels are steadily on the rise. Could an organisation build their entire talent acquisition strategy based on social? Definitely, yes!

Who inspires you?

The people I work with every day. I have the luxury of working with some of the brightest talents globally and they make sure I stay on my toes.

What’s your most overused saying?

I’ve been told that I say ‘literally’ a lot.

Five things you can’t live without.

Music, my cat who I adopted a year ago, being able to stay in touch with my friends outside of Dubai, my fiancé and Kate Spade handbags!

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

Moving to Dubai and changing roles three times in three years. So representing the dynamic nature of this city!

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

On a boat in Southeast Asia working with a marine conservation project, rescuing seahorses from extinction.

What is your favorite form of media?

TV! I remember many seminal TV moments watched at home on the sofa with my family and then talking about them the next day at school or at work.

What’s your most used social media platform?

LinkedIn, obviously followed by Instagram. I love taking pictures and most recently set up an Instagram account for my cat – she’s way more popular than me!

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

It will continue changing as fast as sales organisations adopt more technology and with the concept of social selling. If we do everything right here at LinkedIn, I would hope that our contribution to the social selling cause will be of significant value.

In The Hot Seat – Aleksandar Josipovic

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Team TMN catch up with Aleksandar Josipovic, Head of Sales, Marketing and Communications at Atelier M Restaurant, Lounge and Rooftop, who talks about his role and what he thinks of marketing and communications in the Middle East’s F&B industry…

Name: Aleksandar Josipovic

Age: 36

Nationality: French

Current job title: Head of Sales, Marketing and Communications at Atelier M Restaurant, Lounge and Rooftop

When did you first arrive in Dubai?

April 2015

Where did you work prior?

I established Aleksandar Consulting in 2002 and launched its operations in Paris, Amsterdam and Dubai. After moving to the UAE I most recently worked with New Life Media Group as Head of Sales, Marketing and Communications before taking up my current role.

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

I do remember saying to myself, ‘It isn’t good or bad. It is what it is.’

Has your opinion changed much?

I still have the same opinion as yesterday, but today I’m focused on the good!

Tell us about your current role…

My role is to lead the entire sales, marketing and communications department at Atelier M Restaurant, Lounge and Rooftop. My responsibilities include, traditional and digital marketing, communications, sales, public relations, social media, budgeting, business development, event management, recruitment, training and being involved in all operations. Like everyone in Dubai, you end up becoming an octopus!

What challenges do you face?

That a day lasts for only 24 hours.

What’s the most rewarding part of your job?

Meeting people. I’m always curious about different stories and cultures as well as building connections.

How would you rather be contacted at work?

Email. I am one of the rare professionals in Dubai and the GCC that will respond to every single email he receives.

How has marketing in the UAE’s F&B industry evolved in today’s digital community?

Many businesses in the F&B industry have capitalised on social media marketing trends. The same goes for Atelier M, just like other F&B brands, we have looked into how to leverage digital, social and mobile technologies to achieve growth.

What role do journalists and influencers play in the hospitality and F&B industry’s marketing and communication’s strategies today?

Now, this is a tricky and challenging question! When you invite journalists, many of them don’t respond to emails. For example, once when I invited an editor of a big publication I had to chase him for 18 months after which he then showed up. Another occasion was once when I invited a blogger and she replied six months later. A lot of these bloggers also have fake followers and don’t all write blogs — they might have an agreement with you one day and after two weeks they will delete the post and advertise some potato peeler.

It’s challenging to find real brand ambassadors that have work ethics and professionalism for certain products, venues etc. The best thing to do is to count on yourself and your own creativity. I might be wrong, but from my experience and having worked with people from show business and even the royal family here — they are much more accessible compared to some people in Dubai.

How has social media in the region evolved to become an integrated part of the sales performance and marketing strategies?

Social media has played a crucial role in the industry today. Marketing concepts such as social media marketing for F&B business is not the same for retail because our job includes inviting people to discover and try out our menus in the restaurant, lounge and/or the rooftop. While with cosmetic products for example, I can get it directly online without leaving my bedroom.

The reality is that almost two-thirds of our business comes from repeat guests. This is why our priority is to increase the frequency of our loyal guests and encourage them to bring more people. Personalisation of our guests’ experience is also a critical success factor these days.

The truth is that at the end, it is your product that determines your success. If you do not have a good product – you do not have a good business.

What’s the biggest mistake to avoid in marketing that can damage a restaurant’s image today?

So many things, for example, poor planning or even continuous discounting. Discounting can be an effective strategy to generate trial and limited time offers (LTO) as well as to drive additional traffic at critical times. What many marketers fail to understand, however, is that discounting can actually become a restaurant’s worst enemy as well.

How would you describe yourself at work?

I’m simply a happy-go-lucky-larger-than-life unicorn who just loves kicking butt at what he does.

Describe yourself in five words…

Grateful, thankful and action-reaction unicorn.

What inspires you?

Creativity, nature, honesty, art, dance and travel.

What’s your most overused saying?

Let’s do it!

Five things you can’t live without?

Creativity, nature, honesty, art and people

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

I never say my wishes publicly.

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

Something linked with action and communication. I am action-reaction guy.

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

Social media

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

 

You should start working for a professional and competent company with a clear vision and mission, but that is also flexible internally.

Be sure to check their profit and loss statement, as it is crucial to find out if the company pays salaries on time. I know that my answer might not be popular to those from our industry, but you would be shocked at how many F&B companies do not pay salaries on time, or give only one-third of the salary, which is not acceptable by UAE law.

In The Hot Seat – Raziena Cajee

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Team TMN catch up with Raziena Cajee, Director of Marketing and Communications at Jumeirah Zabeel Saray who talks about her role and what she thinks of marketing and communications today in the Middle East’s hospitality industry…

Name: Raziena Cajee

Age: 33

Nationality: South African

Current job title: Director of Marketing and Communications, Jumeirah Zabeel Saray

When did you first arrive in Dubai?

July 2002

Where did you work prior?

I joined Jumeirah Group in 2005 and held several roles starting with Marketing Management Trainee from 2005 – 2006, Assistant Marketing Communications Manager from 2006 – 2008, Marketing Manager from 2008 – 2010 and most recently Corporate Brand Marketing Manager from 2010-2017.

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

The hospitality industry is synonymous with luxury in the Middle East, where service standards make more impression, and going over and beyond to exceed guest’s expectations is at the forefront.

Has your opinion changed much?

I believe that as the hospitality industry continues to grow in Dubai, the personalisation for guests experiences have since been prioritised and it is remarkable.

Tell us about your current role…

I lead and develop the resort’s marketing and communications team across PR, marketing and partnership development.

What challenges do you face?

Having come from a corporate brand level, I’ve always approached all projects as opportunities to learn and enhance my expertise. At corporate, most of the projects were cutting edge with an everlasting goal orientated approach and at a property level, the dynamics are different with a fast paced tactical and commercial approach, which has exciting elements attached to it.

What’s the most rewarding part of your job?

I thoroughly enjoy working with my team and mentoring them to enhance their skill set in alignment with their career growth objectives.

How would you rather be contacted at work?

I prefer meeting with people and having face-to-face discussions as this attributes to more insight rather than through email communication or telephonic discussions.

What impact does digital marketing have on the hospitality industry today?

Digital marketing allows us to connect with guests through every stage of the guest’s journey i.e. dreaming, researching, booking, experiencing and sharing. Throughout this journey, we as marketers are able to customise and personalise our communications to entice guests through a storytelling approach. Digital has really allowed us to be more accessible to our guests.

Has the culture in the region served as an advantage or limitation in marketing the hospitality industry in the UAE?

The heritage of the Jumeirah brand is clearly linked to the culture and this has had a positive impact on all marketing activities, whereby we ensure we bring to life our brand the promise of ‘STAY DIFFERENT’ through one of the brand pillars, which is ‘culturally connected’.

Who inspires you?

I’ve always been truly inspired by Nelson Mandela through his ambition, dedication and drive in working towards equality.

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

I have been offered the opportunity to work on Jumeirah Inside in collaboration with Google to create a digital immersive platform in the hospitality industry, which has won nine awards to date, including three honoree mentions. I also worked on the opening of 17 hotels globally during my time at Corporate Brand level and through the experience, I was able to travel to fantastic destinations around the world and explore new cultures as well as learn a lot about cultural marketing relevancy.

Describe yourself in five words…

Passionate, ambitious, caring, strategic and motivational

What’s your most overused saying?

Passion and drive defines success

Five things you can’t live without?

Family, travel, iPhone, my team and laughter

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

Travelling the world and exploring new cultures.

What is your favourite form of media?

Television

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

I believe mobile will continue to grow through personalisation and accessibility as well as technology enhancements. Visual content will evolve especially in the digital world by disrupting conventional marketing, whereby the speediness in creating amazing content will be more apparent. Social and user-generated content will heighten, and brands together with users will co-create content that intensifies brand relevancy.

In The Hot Seat – Samuel Turner

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We chat with Samuel Turner, Managing Director of Those Social Guys, who talks about his current role and offers his thoughts on content creation and the content marketing industry in the Middle East…

Name: Samuel Turner

Age: 25

Nationality: British

Current job title: Managing Director, Those Social Guys.

When did you first arrive in Dubai?

My family first arrived here around eight years ago and I was between here and the UK. However, since 2013 I’ve been fully based in Dubai.

Where did you work prior?

My first job in Dubai was actually in 2013 with Arms & McGregor International Realty, a real estate company, where I worked in the marketing department. I followed this with time at ITP from 2014 – 2015 working across brands such as Esquire, Harper’s Bazaar and ShortList, and most recently with MO4 Network as Strategy and Social Manager.

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

We’re so behind. Even looking at social media – there are a lot of companies who were operating in a different area and kind of said ‘oh look, social is the way to go let’s add that to our services.’ There was never the care, focus or expertise to be able to offer value to a client or customer with that service. For any agency to not have in-house content creators is a crime!

Has your opinion changed much?

Not massively – we’re still so far behind what is being done and produced in the US and the UK for example. Therein however, lies a big advantage for me and the team as we look to compete with those companies and produce work that’s ahead of the market there, let alone here.

Tell us about your current role…

I take care of the day-to-day running of an exciting content and social house in the Middle East. What that really means is I watch a lot of amazing, hard working and incredibly talented people do what they’re the best at every day and simply find new outlets for them to create for.

What challenges do you face?

Adding to the points before about content in the Middle East, it would be education and risk management. Education of new technologies and services that we want to offer before putting them into action, and the risk management versus rewards behind a client investing into something that no one else in the region has thought about.

What’s the most rewarding part of your job?

Constant creativity. The ability to work with great people and great clients on a whole host of projects is like having ten jobs in one day. Seeing the success and response to a crazy idea we’ve had, or the feedback of a live stream that we promised would work is always amazing. Having all the guys with me who are such experts in their field allows me to learn more in a day about colour correction, or after effects, or 360 photography than I would ever have if I had taken a course for example.

How would you rather be contacted at work?

Any and every way. Whatsapp is number one, but feel free to Skype, email, or even drop into the DMs!

Does the region’s cultural diversity pose as a limitation or advantage to content creation and marketing?

It is a limitation in the way that an individual piece of content will not reach the entire population. Different nationalities and demographics also all use different platforms in different ways. This is simply a challenge that we enjoy overcoming, creating specific content in different languages and making sure our targeted advertisements are hitting each and every demographic.

How has content marketing influenced consumer behaviour today compared to traditional marketing?

It allows a potential consumer to have an incredible amount of background knowledge of a product or service before making a purchase decision. Videos for example, can show off every facet of a new product, or help you get a real feel for a new restaurant or café. A brand that is honest and proper with their content on social media will always win.

What are the most common digital marketing mistakes companies make?

One of a few things would be – first, not exploring new opportunities. Social media and content moves so fast, that if you’re not running full pelt ahead, you’re dead. The second would be going 100% off what they know, or going 100% off the advice of an agency or consultant. The best work and results comes from offering real value to one another and working as part of the same team.

How do you stay updated with the latest trends on social media?

We’re lucky enough to have a distribution platform that reaches millions of people – 7.9 million in the last week for example. Access to such an audience allows us to keep a finger on the pulse of what’s really going on. Imagine having a focus group of eight million people available 24/7 – It’s a huge competitive advantage for us. 

Describe yourself in five words…

My least favourite question ever!

What’s your most overused saying?

Trust me.

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

This one will sound cliché, but it’s so true. The most exciting thing is the current day. We learn things at Those Social Guys every single day. These things come from experience and delving into new strategies and tech, and cannot be taught by traditional education. Try and tell me that an 18 year old studying marketing can learn more in class in one day than he could with us working on a Facebook live campaign, a video shoot and an Instagram story campaign in one day.

Five things you can’t live without?

My phone, my second phone, the team I work with, a creative outlet and Chips Oman.

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

I watched the movie ‘Chef’ yesterday, so right now it would be a food truck or restaurant owner. Ask me again tomorrow though.

What is your favourite form of media?

Social Media, but of course I would say that!

What’s your most used social media platform?

Instagram, definitely. It’s my ‘five-minute platform’ – the one I will go to with five minutes to spare before a meeting, or to do a five-minute check on a new brand or product.

How do you see the role of content marketing changing in the Middle East in the coming years?

In less than five years we will be having this conversation over virtual reality (VR), and a little later after that through holographic images. Voice activated marketing is also exciting. We’ve already seen Burger King use Google’s Alexa device in a very clever way. This will continue, not only with voice, but also with artificial intelligence (AI) in general. AI will know more about us than we do ourselves. It will read our mood from our facial expressions and know that we’re in a rush as we’ve entered the kitchen later than in the previous week. The willingness to adapt to these changes, and produce specific content and strategies using their advantages will directly relate to a companies success in the coming years.

In The Hot Seat – Daniel Cross

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Daniel Cross, Head of Middle East at Local Measure tells TMN about his current role, user-generated content and what he thinks about the digital marketing industry in the region… 

Name: Daniel Cross

Age: 34

From: UK 

Current job title: Head of Middle East, Local Measure

When did you first arrive in Dubai?

May 2008

Where did you work prior?

Prior to joining Local Measure, I worked in the UAE with Agoda.com and most recently with TripAdvisor.

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

Honestly speaking, the first thing I noticed was the disparity in budget allocation between digital and traditional marketing avenues. Whilst the major brands in the UAE would happily plaster their messaging on a billboard for significant amounts of money, there wasn’t really much left in the pot for basic things like a solid mobile responsive website or campaigns to reach and engage the public. There were many fantastic marketing teams in the region and their creative ideas were sometimes let down by the lack of resources or importance placed what those teams do.

Has your opinion changed much?

Yes and no. Whilst there have obviously been huge strides forward, I think too many companies are on social media because it ‘ticks a box’, not because they fully understand the value behind social media (and digital in general) when it’s done right. That said, I’ve been really impressed with some of the campaigns I’ve seen more recently from smaller local companies like Bull & Roo and, Tom & Serg, their social media and quality of content is consistently good across all of their outlets. I also liked the Roast Vs. Ramen campaign they did over Ramadan. However, there are too many brands and agencies producing uninspiring content and getting away with it!

Tell us about your current role…

My role with Local Measure is simple, I’m helping major tourism attractions and hotel chains with their guest experience strategy through real-time social media intelligence. At the heart of our platform is user-generated content (UGC). It’s the perfect role for me, due to my background with TripAdvisor and knowledge of the hospitality industries pain points. Instead of digesting feedback data when the guest has left the location, what can we do with real-time insight to activate service recovery or enhance the experiences whilst the guest is still on site.

What challenges do you face?

For me personally, it’s about educating clients on why they can’t afford to see ‘online’ and ‘offline’ as two separate experiences. In my view, it’s all one single experience.

What’s the most rewarding part of your job?

I get to work with CEOs and Senior Vice Presidents in some of the leading tourism and hospitality brands in the region. These are people with great visions and a willingness to try new technologies to improve the experiences they currently deliver to their customers.

Has user-generated content (UGC) taken over brand promotion and marketing campaigns in the UAE? How?

Definitely! User-generated content (UGC) is a huge part of the strategy discussions I have with my clients on a daily basis. For example, let’s take a theme park or shopping mall, every day there are hundreds of moments shared on social media of that attraction, which is essentially an endless flow of rich and engaging content. One of the hardest parts of the job for any social media executive is creating interesting and original content as well as stories about the same venue and outlets, 365 days a year. Even if you worked for one of the most exciting attractions in the world, your social media would still be repetitive on a long enough timeline. However, by utilising UGC, you can cherry pick amazing moments captured by real guests. Most importantly, UGC is much more credible then your traditional staged photoshoot. Ask yourself, why are review websites like TripAdvisor so popular? Well, in my opinion, it’s because potential guests want to read what other guests have to say about a hotel. Not what the hotel has to say about the hotel. So, the same thought process can also be applied to image and video content. People want to see real experiences of other people. It’s social proof in motion. Local Measure power thousands of UGC widgets embedded within our customers websites, the engagement and heat-map data is conclusive that UGC is what people want to digest. Aside from hospitality and tourism, most recently I’ve seen some great UGC from Puma on their Instagram and sponsored advertisements. Many other brands are latching on to this idea and it’s only going to get bigger.

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

There have been quite a few memorable moments. Last year I presented a social media pitch to Prithvi Raj Singh (PRS) Oberoi, Chairman of Oberoi Group. It was an honour to meet such a well-known and loved figure within the industry. The pitch went very well, and we won the partnership with two of their properties.

What inspires you?

I think I’m inspired by the ability to create change. I’m lucky enough to work with some incredibly intelligent people, both within Local Measure and from partnerships we have established globally. I’m inspired by the weird and wonderful ideas we bounce around in meetings and conference calls. Working for a company like Local Measure, we all have genuine input on the features and functionality that gets added to the platform. Anyone who has worked with me will confirm, my contributions are sometimes both weird and wonderful in equal measure.

Describe yourself in five words…

Caught between optimistic and realistic

What’s your most overused saying?

It would probably be the ‘straight face emoji’ on whatsapp. Either that or asking someone to ‘do the needful’.

Five things you can’t live without?

Wifi, iPhone, Jeep, Netflix and my Nespresso machine.

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

I would probably be with some other kind of startup or SME. Any role where I can put my creativity and experience to good use.

What is your favourite form of media?

Social Media! Platform of choice would be Instagram.

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

I think most of the change will be brought about by how the social media platforms evolve over the coming years. Each platform is fighting for our attention and content, this in turn will drive more creative products. As I mentioned before, the line between online and offline is becoming increasingly blurred. I think sponsored advertisements will become more location-based, delivering real-time pop up content as you cross into geo-fenced areas. However, the privacy laws that govern this type of engagement will also play a pivotal part in shaping how this actually works. There will be greater emphasis placed on digital experience of the guest or customer. Whilst digital marketing can influence the consumer to buy a ticket or go to a venue, it’s the actual experience that will turn this person into an advocate or repeat customer. I think that the Middle East in particular will continue to attract some of the most highly sought-after talent in the field, I just hope that they are given the freedom to take action for the strategic change they are brought onboard to do. On the subject of social Influencers, I think that ‘mega Influencers’ are becoming too expensive for SME’s to work with, especially with little guaranteed return. They will give way to what I call ‘everyday Influencers’ which are people with 5000 – 10,000 followers, more hobbyists than wannabe celebrities. Is it better to have one person with 300,000 followers, or thirty people with 10,000 followers? Well, that’s an interesting question…

In The Hot Seat – Yazan Al Tamimi

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Team TMN catch up with Yazan Al Tamimi, Account Manager at Socalize, who talks about his role and what he thinks of the advertising industry in the Middle East…

Name: Yazan Al Tamimi

Nationality: Jordanian

Age: I’m turning 28 next Friday!

Current job title: Account Manager, Socialize

When did you first arrive in Dubai?

February 2015

Where did you work prior? 

Prior to joining Socialize, I worked in Jordan with AAIB Insurance Brokers as Digital Marketer and with Chef Rawan Al Tamimi as Social Media Manager. My most recent role was with REACH 2.0 as Account Executive after which I moved to the UAE.

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

I was amazed by how progressive the industry had become over the past decade. We’re now seeing unique campaigns, many of which are challenging societal norms and helping reshape the global perception of the Arab culture.

I think that agencies in the Middle East are in quite a unique position to drive change and lots of them are taking the necessary stands to serve as a remedy to the sense of ‘backwardness’ that shrouds our region.

Has your opinion changed much?

Not overly so, since I started working in the advertising industry. However, I’m now seeing the industry move forward taking bigger risks, tackling bigger taboos and driving progressive discussions around sensitive topics that weren’t dared talked about in the past.

Nike’s “What Will They Say About You?” campaign caused a necessary stir in the region, it was a rallying cry for equality, challenging the public perception of female athletes, all while addressing the ludicrous laws that prohibited all-girls public schools and women’s gyms from teaching physical education throughout several Middle Eastern countries.

The UN’s ‘Give mom back her real name’ campaign challenged men in the Middle East to say their mother’s name in public, as opposed to being referred to as their eldest son’s mother. It’s another great example of the progress the advertising industry is making and the change the industry is driving in our society, challenging the norms, promoting equality and nurturing open-mindedness.

Tell us about your current role…

I’m a part of the agency’s client servicing team. My role is to orchestrate the agency’s talent and bring it to life as well as impact campaigns that drive best-in-class results for the brand, which is easier said than done. There are lots of late nights, missed weekends and hard-work, but seeing my work have an impact on our client’s businesses and brand makes it all worth it.

What challenges do you face?

It’s not so much of a challenge in the restraining sense of the word, it’s more of a pressure to evolve – however, keeping up with the rapid changes that social media sees everyday can be quite strenuous. Technology is evolving so rapidly and social platforms for instance are introducing new products, formats and features almost everyday. It’s our job to stay up-to-date with these trends, all while keeping our clients ahead of the times as well as on the same page.

What’s the most rewarding part of your job?

Working, innovating, growing alongside world-class marketers and seeing our work impact their business. I feel lucky that I get to work with amazing brands like OSN. I’m personally interested in entertainment and working on new campaigns for new TV releases is something I truly enjoy doing.

How would you rather be contacted at work?

Mainly by email! Urgent matters obviously should be handled over the phone, but generally speaking I find emails to be more effective. It never hurts to have something in writing.

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

Digital media has helped bridge the distance between PR professionals, journalists and bloggers. It is now a lot easier to build and sustain a relationship with influencers, find more information about them as well as what their key interests are and their ways of working.

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

Social media is the biggest platform where companies can influence the public’s opinion about their brand. With every piece of content about their products, services and even values, their messages are shared across to the general public.

Advanced targeting is another form of influence brands can achieve through social media. Social platforms allow brands to reach their target audiences very precisely. Social media also enables brands get near-real-time insights and learning, which will help them with optimising and refining their brand activities more swiftly.

How would you describe yourself at work?                                                                   

For the best part, I try to keep a smiley face and friendly attitude at work. I try to stay as optimistically adaptive and flexible as possible, even on the worst of days!

What inspires you?

Hustlers, people going after their dreams and great stories.

Describe yourself in five words…  

Curious, ambitious, passionate, a dreamer and a doer.

What’s your most overused saying? 

Where’s my food?

Five things you can’t live without?

Family, friends, books, coffee and my MacBook.

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

Oddly enough, a Pilot!

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

I’d be an entrepreneur, running my own business. Even with the stress that undoubtedly comes with it, I imagine building an empire from my own vision would be incredibly gratifying.

What’s your most used social media platform? 

Instagram is my platform of choice, no doubt about that.

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

More marketers will start considering social media as a real marketing platform and will invest more in quality bespoke social content rather than pushing their television commercials (TVCs) on Facebook and resizing their below the line (BTL) assets for Instagram. Digital marketing will simply become marketing. As forecasted, by 2020, digital media will cross 50% of the total media investments. The media market will continue to be significantly altered as a result, as will the practices of marketing and advertising. I believe that more brands will be relying on big data and audience buying for their marketing campaigns. With better data about users, the effectiveness of digital advertisements through automation will continue to improve.

In The Hot Seat – Farah Sawaf

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Team TMN catch up with Farah Sawaf, Managing Director and Founder at Soul Communications, who talks about her role and what she thinks of the PR industry in the Middle East…

Name: Farah Sawaf

Age: 36

Nationality: Palestinian, Lebanese and American

Current job title: Managing Director and Founder, Soul Communications

When did you first arrive in Dubai?

I arrived in 2004 determined to return to my Middle East roots. Having been in the U.S for most of my life, Dubai was a beacon of opportunity for young and ambitious individuals, which is why I wanted to explore opportunities here.

Where did you work prior?

I first joined Ogilvy PR as Account Executive, which in retrospect was a great launch pad as it offered in-depth exposure to Dubai’s rapidly evolving media landscape. Having worked with Ogilvy PR, I later joined Arab Media Group (AMG), part of ARN radio network as Marketing Manager and most recently worked with Meraas Development as Manager – Communications, where I joined as a part of the marketing team to inaugurate the company.

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

Upon landing in Dubai, my first impression was that the PR space was in many ways secondary to the advertising spend. Advertorials and marketing promotions on the back of advertising expenditure were the norm.

Has your opinion changed much?

As a general rule, PR since then has certainly evolved in sophistication with today’s clientele understanding the sheer power that a well-structured communications campaign can deliver in parallel to advertising. In many ways, PR has become an essential tool, which in conjunction to advertising whether digital or print, can deliver the targeted results.

Tell us about your current role…

Soul Communications is honestly more than just PR. We partner with clients to listen to what keeps them up at night thereby gaining a deep awareness of their strategy. Our ultimate intention is to create a game plan that is fully aligned with their goals – which is merely our starting point. The soulful relationships we engender with our clients help us gain access to enriching more than just their communications priorities. Specifically, with regards to the F&B market, the expertise we’ve developed over the years touches a multitude of clients operations; be it the development of a bespoke children’s menu, cross-marketing initiatives linked with like-minded vendors or even enhancing service delivery through in-house training sessions catered to front of house staff.

What challenges do you face?

PR is not a magic wand and cannot deliver instant results. Clients are increasingly demanding  instant gratification. We constantly face situations where we collectively have to be patient not only before the media, but also for our intended target market to catch on to our strategy. In many ways we need to let our ‘magic potion’ take its course before the positive results come our way.

What’s the most rewarding part of your job?

The best reward is when you see an idea come to life and the market reacts positively to an activation we created from scratch. As innocent as it seems, I also very much love to see our clients happy when we inform them of a success we’ve had. Many of our clients are small and medium-sized enterprises (SMEs) and every dirham they spend on us is hard-earned by way of sacrificing time with loved ones and late nights at the office amongst many other efforts. We take this reality to heart and work tirelessly to ensure clients receive the highest possible return on their Soul investment.

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

Like any line of business, Soul has had to ride the wave of PR into the digital age by embracing this evolution. Working with digital tools to communicate is no different than working with conventional ones. In other words, there is simply no substitute for understanding a brief, identifying targets and aligning resources and activation plans towards achieving those goals.

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

Social media has become part and parcel of any coherent and well-structured communications campaign. Yet, as with any new technology, the first phase of its life typically sees its use being abused given the lack of awareness about its pros and cons. Within the region, unfortunately there’s been a proliferation of individuals and agencies claiming to make the impossible possible through the exclusive use of social media. Be it promising an unreasonable number of social media followers within an unrealistic period of time or an ability to reach a specific and previously untapped market segment through the sole use of social media – the reality is that there are many ‘false digital prophets’. On the flipside, Soul takes the view that there is no substitute to a balanced and holistic communications approach, one that takes advantage of all possible activation tools available to us be it digital or traditional.

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

PR ethics are a function of your own individual ethics. Having been in the region for close to fifteen years and given my husbands’ background here for close to thirty years, we take our reputations seriously. As previously noted, I’m often surprised about the low level of ethics in the form of false promises made by our counterparts in the PR space. Yet, clients need to recognise that they are partly to blame due to the downward pressure they exert on our fees. There is simply no substitute for time, effort and quality work because it is virtually impossible to receive ‘Rolls Royce’ quality PR results with a ‘Geely’ PR spend. In other words ‘if you pay peanuts, you get monkeys’ not to mention all the inevitable false promises.

Describe yourself in five words…

Soulful, determined, genuine, humble and dynamic.

Who inspires you?

My family! As the mother of three little boys, I am constantly loving and learning non-stop. Alongside my husband and extended family, I have a strong support network allowing me to believe anything is possible.

What’s your most overused saying?

PR is like going to the gym. You feel a difference that first month, but the real results will only be achieved with consistency, maintenance and ensuring you change up the routine every once in a while.

Five things you can’t live without?

Dinner and bath time with my little boys, my husband’s friendship, orange blossom water, mint chocolate chip ice cream and culinary magazines.

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

Patience, everyone needs bucket-loads of it.

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

Hosting a cooking show.

What’s your favourite form of media?

Each media provides a different form of satisfaction. Print is more for visual needs and is able to aesthetically define a message. Radio is for expressing the genuine emotionality of a message and tuning it to the ears of a captive audience – almost like a conversation without the immediate feedback.

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

Be an individual. Many marketers say the same thing and often replicate what the other is doing. Stay true to what you believe in and focus on achieving results only if they fall within your principles.