In The Hot Seat – Bipin Pathak

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Bipin Pathak, Chief Executive Officer at Percept Gulf tells TMN what he thinks about the advertising and marketing industry as well as the role digital media has played in the region…

Name: Bipin Pathak

Nationality: Indian

Current job title: Chief Executive Officer, Percept Gulf

When did you first arrive in Dubai?

1998

Where did you work prior?

I joined Percept in 1991 in India as Branch Manager and most recently held the role of President – Corporate Affairs (MENA) at Percept Gulf.

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

Initially, I formed the impression that brands were into the aggressive business of ‘hard selling’, which did not focus on a long-term vision for image and brand building. Push marketing was almost the need of the hour and advertising was limited to basic design, creatives, promotions and offers. The market had consumers who were enthusiastic, but they were already attuned to this practice.

Has your opinion changed much?

Yes, and I believe it is because of how the region has evolved, grown and established itself as the most important and vibrant economic region in the world. Today my teams work on campaigns, which have 360 delivery capabilities and target a very streamlined set of consumers, to draw their attention. The tone of conversations with brands has also evolved – they are more passionate about marketing and want to engage with consumers while gaining loyalty. A lot has changed, making the industry so much more dynamic and challenging.

Tell us about your current role…

I am currently involved in building the regional footprint of Percept Gulf and managing its current business relationships.

What challenges do you face?

I’m always driven by new ideas and exciting campaigns or properties. I thrive on seeing these ideas brought to life by brands. The challenge unfolds when the ideas are difficult to implement, despite ‘innovation’ being a huge buzz word around the world.

What’s the most rewarding part of your job?

Everyday is rewarding for me, as I have built this business with a lot of passion and determination. The great opportunities, along with the eccentric and extraordinary team I work with, are the most demanding and fulfilling parts of my job.

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

The digital space is very cosmopolitan and enjoys less regional borders in my view. Here, content creation is completely dependent on viewers and their habits, taste, emotions and what’s being communicated, which is also the case around the world.

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

We’ve seen user-generated content (UGC) get more engagement when compared to branded content. Users on an average engage more with UGC while over 93% of users find content generated by their peers to be helpful when making purchase decisions. We’ve all gone through YouTube unboxing videos, first impression videos, and videos from bloggers explaining what they like and dislike about a product, before making a decision.

Is traditional marketing still efficient in the UAE today?

Traditional marketing and outlets are not going to go away, at least not for some time. While we’ve seen readership drop, it also means that the publications’ readership has reached a point where only the most engaged are subscribing, which is a desirable trait, from an advertising standpoint. Depending on the target audience, traditional marketing still has its utility, but it has to develop and evolve to sustain its relevance going forward.

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

Social media has taken the centre stage in the region quite rapidly given all the sensitivities that the region brings to the table. For a consumer, this has replaced calling the brand’s help line. We have seen users ask everything from store timings, to sharing their experiences, positive and negative, as well as product specific questions. This also presents a great opportunity for brands to engage with consumers on a more personal and emotional level. With advances in social technology, Facebook messenger bots for example, we’ll see social media play a greater role in marketing and advertising.

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

I will say a lot! Digital is the new market place in today’s world and it’s very important for any brand wishing to create its reputation, image and relevance – it’s where advertising really takes life. Advertisements are not just standard banner advertisements anymore. Augmented reality and virtual reality are going to play a huge role in the coming months. We’ve seen technology giants like Facebook, Google and recently Apple show a keen interest in using these technologies to make the user-experience more immersive and engaging.

Describe yourself in five words…

Intuitive, enterprising, passionate, focused and dynamic.

Who inspires you?

I draw inspiration from the work of business figures like Richard Branson, Founder of Virgin Group, Tim Cook, CEO of Apple and Harindra Singh, Chairman of Percept, who has been my constant go-to person. A lot of new age business owners also inspire me.

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

I love building businesses from scratch. My journey to Dubai in 1998 to initiate and establish Percept Gulf in the region is at the top of that list.

What’s your most overused saying?

Let’s focus on finding solutions.

Five things you can’t live without?

Family, news, music, challenges and cricket.

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

I’ve actually never thought about this! I would probably be in the music industry or producing events.

What’s your favourite form of media?

Audiovisual, so essentially any kind of screen keeps me engaged.

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

Observe! Start paying attention to your environment and surroundings. Observe people and things around you, and this will give you a good insight into how people react to different things. Look at the way the industry is shaping and where it’s headed.

In The Hot Seat – Ahmad Al Nashash

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Team TMN sits down with Ahmad Al-Nashash, Editor at Petrolhead Arabia, who talks about transitioning from PR to journalism and what he thinks about the media industry in the Middle East…

Name: Ahmad Al- Nashash

From: Jordan and Palestine

Current Job Title: Editor at Petrolhead Arabia

When did you first arrive in Dubai?

In 1997.

Where did you work prior?

Prior to my current role, I worked with Drive Arabia as Arabic Editor and most recently with Secret PR as PR Executive.

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

It is different and tough. I assumed that working with and in media would be similar to other industries related to business, but in reality it is different. I realised this from my time as a PR executive, dealing with media has somewhat of an art to it in order to keep them happy and get what you want at the same time.

Has your opinion changed much?

Not much, I also just noticed how competitive the media industry is.

Tell us about your current role…

I make sure anything automotive-related happening in the UAE is covered. I also review cars for potential buyers and petrolheads alike.

 What challenges do you face?

Finding a perfect balance to have the review readable by auto enthusiasts, while remaining attractive to your everyday person looking to buy a car.

How do you overcome writer’s block?

I simply go for a long drive.

What’s the most rewarding part of your job?

To experience magnificent cars and put that experience down on paper.

How would you rather be contacted at work?

Email, phone or text. I am not picky!

What is one of the things you know about journalists that you didn’t know as a PR professional?

I have noticed the comradery amongst them.

As an Editor now, do you have a PR pet peeve when working with PR professionals or agencies?

Yes, confirmations that falls through at the last minute!

What have you taken from previously working in the PR industry to your journalism career?

I know what PR professionals go through with their senior colleagues and clients when journalists do not come through with promises. So I try to be as cooperative as possible to turn things around and make life easy for them.

How would you describe yourself at work?

I have been told that I am positive and easy to talk to.

What inspires you?

Progress.

What’s your most overused saying?

If you can’t take the heat, just get out of the kitchen.

Five things you can’t live without?

Family, cars, engine grease, car lifts and the desert.

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

I would be elbow deep in grease working in a garage!

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

Constant music in the office.

What’s your most used social media platform?

Facebook

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

Starting a career in the media industry is not as easy or as glamorous as you may think.

In The Hot Seat – Shweta Bhatia

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Shweta Bhatia, Founder and Chief Creative Officer at newly launched fashion and lifestyle platform, www.hubb.fashion talks to TMN about her career and her views of the media industry in the Middle East…

Name: Shweta Bhatia

Age: 34

From: India

Current job title: Founder and Chief Creative Officer of Hubb

When did you first arrive in Dubai? 

When I was 28 days old.

Where did you work prior?                           

Prior to my current position, I was a freelance Fashion Writer and most recently Fashion and Beauty Editor at Femina Middle East.

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

The media industry is pretty much the same everywhere in the world, with specifications varying depending on each country or region. The people are more or less the same – a bunch of them are cut throat, competitive and beings that rule and lead, while the remaining just try to stay afloat.

Has your opinion changed much?

Not so much, except that I feel some people have become a little more accessible from where they were before.

Tell us about your current role…

At Hubb, I oversee everything — from the tone of the website to the design and articles posted. I also work on stories and video edits as well as organise schedules for each week.

What challenges do you face?

I think the main challenge is to get subjects for my readers that interest them. I want to be able to tell stories that resonate with the reader. Not just report things for the sake of it. Everything is so proper nowadays. I like mess-ups, I like that people are not perfect or super articulate. It drifts away from the reality of the story. There are many real stories to tell if we find them but finding them is a task. Even if it’s a light and humorous article, I’d like the reader to look forward to the next edition — and in order to do that, I love to cover personalities that are engaging.

How do you overcome writer’s block?

With a big jar of Nutella and binge watching a favourite show

What’s the most rewarding part of your job?

Definitely the people! The people I meet always stay in my mind. I read their body language and observe their behavior. Sooner or later, you will find a trait here or there mentioned in my stories when I sit to write. I never forget anybody who I meet once. Other than that? The paychecks at the end of it!

How would you rather be contacted at work?

I prefer to be emailed or contacted via WhatsApp.

What impact has culture had on the UAE’s media industry?

UAE is a multi-cultured society, so meeting all standards without hurting any particular group’s sentiment is a challenge in itself. This ensures that all segments are aware of each other and work together in order to present the right information. It has the perfect mix of the east and the west.

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

It would definitely be certain people and their attitude.

Describe yourself in five words…

Passionate, loyal, affable, straightforward and a foodie.

What inspires you?

People who are fearless inspire me the most. Those who aren’t afraid to try anything and have a very different take on life. I love that hunger for adventure in them. I can’t ever connect with anyone who says, “I’m satisfied with what I have in life.” People who don’t give up make for great stories and that’s what inspires me.

What’s your most overused saying?

No worries.

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

My team. I met all the members of my team in my journey here. They are the most exciting part of my journey.

Five things you can’t live without?

My phone, watching TV, food, fashion and my family.

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

I’d be travelling around the world.

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

I wanted to be a Bollywood actress!

What is your favourite form of media?

Definitely the television.

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

Don’t be afraid to ask questions. Don’t let rude personalities affect you, this is their shortcoming, not yours. Stay grounded and grow a thicker layer of skin to stay sane.

In The Hot Seat – Amy Brill

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We catch up with Amy Brill, Head of PR at M&C Saatchi PR, who tells Team TMN about her new role and what she thinks of the PR industry in the Middle East…

Name: Amy Brill

From: London, UK

Current Job Title: Head of PR, M&C Saatchi PR

When did you first arrive in Dubai?

Just over two years ago in 2015, but I’ve been visiting family here for almost seven years.

Where did you work prior?

I previously worked at Grayling, where I’d been since 2012, working my way up from an Account Executive to Account Director. I  moved to the UAE with Grayling in 2015.

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

I was surprised to find how traditional media relations dominated client requirements and was immediately excited at the prospect of integrating campaigns alongside social and digital impact, which was something I’d been used to in the UK.

Has your opinion changed much?

Even in a couple of years, there’s definitely been a huge step forward in terms of executing creative campaigns and utilising social and digital activations, but there’s always the opportunity to be even more innovative. Though I still can’t get my head around the fact you can sell a story into a newspaper for print coverage up until 2pm!

Tell us about your current role…

My current role is very exciting – I have the responsibility of growing the business and the team across our two offices in the UAE, working very closely with the London hub team and other international markets as well.

What challenges do you face?

As a new agency, our smaller team could be seen as a challenge. However, while we have flexibility to act as a start-up and boutique agency, we also have the luxury of taking advantage of the wider network and blending the right talent for our clients as and when needed – which is pretty special.

What’s the most rewarding part of your job?

So far, it’s been getting to know my talented colleagues within the M&C Saatchi PR family and understanding our agency’s unique proposition. Undoubtedly to come, it will be celebrating new client wins and consequently growing a happy, passionate team.

How would you rather be contacted at work?

Phone or email, either is fine. Messages sent via food delivery – also fine!

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

Not so long ago, clients were only interested in print coverage and would dismiss online clippings or social activity. Now, we wouldn’t dream of creating a campaign which wouldn’t work digitally across paid, owned and earned channels, meaning we regard online and social as highly as offline. Digital media also allows journalists instant access to facts and viewpoints, meaning they can craft a story to the advantage, or detriment of your brand more quickly than ever.

How has consumer behaviour in today’s digital community influenced PR today? Nowadays, consumers are used to being able to communicate directly with brands and stakeholders, they are more demanding and are able to react instantly and across multiple platforms. PR professionals have to be prepared to engage in a two-way dialogue and to react quickly. Through social listening, we can gain insight into what our audiences want, allowing us to identify topical trends and insights to inform our campaigns.

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

We’re in a region which still allows brands to be overt in their promotion, but that doesn’t mean consumers’ attention spans or decisions to ignore marketing messages are any less. User-generated content gives brands an alternative way to influence, while being measurable, and I can only see the popularity of such content increasing.

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

When planning campaigns, social media no longer comes as the after-thought it did even a few years ago, it has become intrinsic to the digital world we live in today. For example, where before we would have hosted an event and issued a post release and imagery, we can now promote the event beforehand, broadcast live from that event and issue content following it. 

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

A huge one, in both building it up and knocking it down even more quickly. We live in a world where the President of the United States tweets his musings daily – the role of social media is more powerful now than ever before.

How would you describe yourself at work?

Committed and tenacious, but it’s important to remember we spend a lot of time at work, so I like to have fun too.

Describe yourself in five words…

Sociable, creative, passionate, honest and positive. 

What inspires you?

My cousin, Tom. Tom was born with Down syndrome and growing up with him has taught me to see the opportunity in everything, to be positive and to love life.

What’s your most overused saying?

‘Are you joking?!’ and probably too often, I’d add a swear word in there as well.

Five things you can’t live without?

The obvious, family and friends, my mobile, holidays and hot sauce.

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

A vet, hairdresser, teacher – almost everything until a family friend organised work experience for me in a PR agency when I was 15 and I was sold!

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

Something that involves a lot of organisation, perhaps wedding planning, I wish I could plan mine all over again.

What’s your most used social media platform?

Instagram and Facebook. It’d be much harder living away from home without those.

How do you see the PR industry changing in the Middle East in the coming years? Already, clients are relying on PR agencies for so much more than traditional media relations. That’s why our agency is made up of strategists, creatives and designers as well as experts in consumer, corporate and experiential. By blending the right talent, we are able to offer clients what they want and more. It’s an exciting time to be in PR.

In the Hot Seat – Jared Carneson

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Jared Carneson, Regional Director and Head of Social and Innovation at FleishmanHillard talks to TMN about his new role and the communications industry in the Middle East…

Name: Jared Carneson

Age: 31

From: Johannesburg, South Africa

Current job title: Regional Director and Head of Social and Innovation Middle East

When did you first arrive in Dubai?

I am fresh off the plane having only arrived this April 2017

Where did you work prior?

I previously worked in South Africa with Gillian Gamsy International from 2009 – 2011, and with The Sunflower Fund from 2011 – 2012. I later joined FleishmanHillard South Africa as Senior Account Manager and moved on to take several positions including Account Director, Digital Lead, Associate Director, Head of Creative Strategy, and most recently Director of Global Social Innovation Lead.

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

I am still forming those impressions. Digital has however made the world incredibly small so the Middle East much like everywhere else is continuously navigating an environment under the influence of change. Communications today are vastly different from what communications will be tomorrow, regardless of where you are.

Tell us about your current role…

My role locally, is focused on building out and bolstering the FleishmanHillard Middle East, social and innovation offering on our founding pillars of social art, social science, social amplification and innovation. While on a global level, my role focuses on unlocking what is next through experimentation labs and thought leadership.

What challenges do you face?

Every challenge is an opportunity to create something new. I think the biggest opportunity lies in the readiness of clients to adopt new ways of working or to step into an environment that may be new or different from what they are used to.

What’s the most rewarding part of your job?

The relationships you build with people behind some of the biggest brands, companies and entities has always been the most rewarding part of the job, it’s the partnerships that are created from those relationships, that allow us to work together to deliver some of the best work of our lives.

How would you rather be contacted at work?

Email almost anytime.

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

Tremendously, but at the same time not at all. The role of a communication professional remains the same in that we are there to tell client’s stories – digital has just changed the way and the where of how we tell those stories.

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

It has increased the importance of transparent, always on, and always prepared reputation management for brands. It has shifted a one-way conversation to two-way conversation. Consumers are no longer audiences they are communities and with that, it no longer matters what you say about your brand or company, it is what they say that counts.

Is user-generated content taking over brand promotion and marketing campaigns in the Middle East?

The term user generated content (USG)is so broad. We are all publishers, so in some ways, thanks to the advent of social, USG has taken over the world. When it comes to users publishing brand related content, there is a lot of merit and value to that, but with paid super influencers endorsing a brand or product, we are seeing the content move to a place where it is less authentic, more sales lead and less subtle, which may lead to the complete disillusion of the value we see in organic USG.

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

It has become increasingly visual in how brands tell stories, but it’s also humanised them. How brands and companies use social has changed, I think a lot of brands have realised that they don’t own their presence in that space, they are merely members of a community.

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

Today, social is central to managing building and protecting a brand’s reputation. Issues today are not measured in hours and minutes, but by tweets.

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

Maybe lecturing.

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

Digital! It’s fast and thanks to perceptive media, I get what I want, when I want it, none of the noise.

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

Storytelling is an innate human characteristic, we are born with the need to tell and listen to stories – that will never change. The delivery mechanism for those stories will continuously evolve and with it, PR will continue to adapt to the changes new channels bring. I think we can look forward to an increasingly visual and automated world in the next few years.

In The Hot Seat – Dana Abdelhadi

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Dana Abdelhadi, Managing Partner at expose-communications tells TMN about her current role and what she thinks about women dominating the Middle East’s PR industry today…

Name: Dana Abdelhadi

Age: 33

From: Palestine

Current job title: Managing Partner at expose-communications

When did you first arrive in Dubai?

1988, a very long time ago!

Where did you work prior?

Prior to my current role, I worked with Mediaquest Corp. from 2006 – 2007 and most recently with Microsoft from 2009 – 2010.

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

Representing young regional talent eight years ago was a whole new category in the fashion and lifestyle PR world, but the industry was so welcoming and eager to learn about us and our clients.

Has your opinion changed much?

Not so much – the industry has kept its doors open for new agencies and brands, which is great, as in an emerging fashion market such as ours, we need to always make space for our competitors so our industry can blossom.

Tell us about your current role…

I wear different hats throughout the day. I go from planning strategies for fashion shows in Paris to preparing VIP guest lists, to private events while overlooking all aspects of the business – all with the help of my very driven team and my very creative clients.

What challenges do you face?

Time – I need more than 24 hours a day to achieve everything I have on my mind.

What’s the most rewarding part of your job?

When I see my team as devoted to my company as I am and as a result our clients become our family.

How would you rather be contacted at work?

Email, always by email. With so much going on, I need everything to be written down. I always email myself reminders when I am on the go.

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

We ensure our strategies are now done for shorter periods of time to keep up with the constant digital change.

What do you think of women dominating the PR industry in the UAE and the role that this has played in the media community?

I never thought of myself as a ‘feminist’ until I became a mother and realised how much more women can do with their time – hence my female driven agency. This is one of the few industries here where people prefer to be represented by a woman and I’m so proud to see so many women in the fashion industry representing such great local and international brands.

Do bloggers play a key role in the UAE’s PR industry today?

Yes definitely, however it’s the insta-famous individuals that are the hottest thing happening in PR right now.

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

PR professionals do what they do best, work on building and maintaining great relationships with journalists, bloggers and any other players in the field, as they are all different outlets we use to expose our brands and we work with each of them in a totally different way. As for bloggers, they need to be featured in the print titles to maintain their credibility in the industry and the journalists are using the bloggers for content. We have all learned to work together in a seamless manner.

Describe yourself in five words…

Passionate, driven, fair, private and sleep-deprived

What’s your most overused saying?

Effortlessly chic!

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

Moving into our new showroom last year. I had so much fun putting it all together and I still feel very proud walking into work every day.

Five things you can’t live without?

My daughter Jude, my laptop, my emails, to-do lists and my husband’s morning coffee.

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

I’d have a tiny concept store selling unique items collected from my travels.

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

Print. I still get very excited when a beautiful glossy with an amazing cover shoot lands on my desk.

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

Clients and their agencies will be more and more careful on how they spend their budgets so the strongest titles and accounts will really stand out and get the returns they deserve.

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

Keep your party shoes in your car, as you will definitely need to be able to run around comfortably for a good 12 hours of the day and welcome to the industry!

In The Hot Seat – Mitch Williams

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Mitch Williams, Social Media Director at Serviceplan Middle East tells TMN about his current role and what he thinks about the media industry in the region…

Name: Mitch Williams

Age: 29

From: Johannesburg, South Africa

Current job title: Social Media Director, Serviceplan Middle East (SPME)

When did you first arrive in Dubai?

May 2013

Where did you work prior?

In South Africa, I worked with The Creative Counsel, Investec, The Platinum Group, Media 24 and Wunderman South Africa before moving to Dubai in 2013. In Dubai, prior to my current job I worked with Wunderman MENA as Social Media Brand Manager and most recently with Create Media Group as Social Media Director.

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

Back in 2013 I remember realising how the media within the region was still heavily geared towards traditional channels and there were only a few agencies working with brands to effectively elevate their online presence and approach to new media.

Has your opinion changed much?

Yes, the media industry has completely changed and is now extremely competitive across not only traditional media, but heavily so on the new media side through digitisation.

Tell us about your current role…

I currently head up the social media division within the agency and I’m responsible for not only managing my team, but also working across the agency to deliver creative and innovative ways of using social media as a key tool in all campaigns for clients. My role also entails managing the growth of my division within SPME and leading on all strategies required by clients.

What challenges do you face?

Platforms are always changing and so are the different types of content that people consume. I don’t see it as an inherent challenge, it’s quite exciting actually as it ensures that you keep up to date more often on what’s happening in the world of social.

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

Through alerts, it’s one thing having a list of websites that you refer to on a daily basis for information, but as we know you might actually make the time to read or even open them. That’s why I have set up alerts through social networks whereby I am notified as soon as a key platform updates something and there is an article to read I’m notified in real time. So yes, I have a ton of notifications on my mobile phone, but it’s part of the job to make sure I am on top of all news.

What’s the most rewarding part of your job?

Working with my team, in any role where you are so pressured to deliver in shorter than usual timelines it’s the people around you that make the difference. On the other side of that is obviously being able to conceptualise a campaign for a client and watch it go live!

How would you rather be contacted at work?

Since I am always in a meeting, a text message or email.

How has digital media in the region evolved over the years?

Digital has gone crazy within the region as there are no restrictions in terms of access to digital media and also there are a wealth of talented individuals based here who are constantly driving people and brands to do more online. The region has shifted most of their efforts into digital media and also drives and challenges people to adapt and adopt new digital behaviors faster than most can keep up with.

Has user-generated content shaped social media campaigns in the UAE’s marketing industry?

User-generated content (UGC) has greatly affected the success of social media campaigns within the region largely due to the fact that the region has a multitude of highly influential people on social media who have made a career out of generating unique content tailored to specific audiences. Brands that effectively work with people who have built out their own niche and audience have an opportunity to create unique content to share on their corporate pages. It also comes down to accessibility and mobile technology which is allowing for everyday people to create, curate and collaborate in creating content defined by a brand’s objective.

How do you measure marketing success in the UAE’s digital community?

The easiest way is obviously to track and measure all key metrics against set Key Performance Indicator’s (KPI) which are defined for campaigns, but the true measure of success is in the implementation of cross channel campaigns which creates an infinite loop between initial interaction of a consumer and them coming back to the brand through various media.

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

Social media has become a key part in driving authenticity online as previously brands used to try and push messages to people without trying to consider how people interact and communicate. Brands are now more focused on building an emotional connection with people, which leads to a more human interaction and being relevant to them when they need something.

How has digital advertising influenced consumer behavior compared to traditional advertising?

It’s disruptive and intelligent at the same time. With traditional media, we had no implicit way of ensuring each consumer interacted with the brand or even saw our messages. But now with digital advertising we can build a digital footprint of your activities and use that to understand what interests you and then tailor key messages to you that would catch your attention. Human behavior has also changed where we now are always online and connected to the rest of the world through our mobiles giving advertisers direct access to you when they have something to share, they no longer have to wait for you to show up or buy the magazine they can target you through the many apps and websites you interact with daily.

Describe yourself in five words…

Hyperactive, passionate, determined, considerate and easy-going.

What’s your most overused saying?

So many buzz words.

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

Good question, I’ve always been inspired by design and architecture so probably would be involved in something related to those fields.

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

Obviously social and digital media.

What’s your most used social media platform?

For work all of the platforms, personally I enjoy Instagram, but will always have a soft spot for Twitter.

In The Hot Seat – Sara Naja

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Team TMN catch up with Sara Naja, Associate Director at Mediaquest, who talks about her new role and what she thinks of the media and events industry in the Middle East…

Name: Sara Naja

Age: My soul is ancient, my spirit lingers in teenage, but on paper, I am 33 years old.

From: Lebanon, land of the Cedars and home of natural-born leaders.

Current job title: Associate Director

When did you first arrive in Dubai?

I physically landed in Dubai on February 27, 2006, but my mind didn’t make it until 3 years after that!

Where did you work prior?

This may sound odd − my previous employers were Ernst & Young and KPMG.

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

Before I set foot through the gates of the media and the ‘real’ world of events, I used to think the first was a bunch of TV channels and the latter was about buying tickets for a rendezvous with the likes of Coldplay and Madonna in an oversized venue.

Has your opinion changed much?

The more I was mentored and exposed to the industry, the more I could see it from corporate eyes and understand the business. In brief, media is the sum of the channels through which brands communicate with end users and events are a more focused conversation between the two.

Seven years into my career, media is still trying to accomplish the same thing it always was, but the ways to accomplish this are evolving rapidly.

Events are a more laser-targeted approach to reaching a consumer pool and I have seen many brands increase their events’ budgets year on year – and some even open ‘experiential marketing’ departments, that mainly handle event partnerships. I can say it is a growing business. People want to hear what a speaker has to say, be there to witness which work won what award and see their favourite band perform on stage. Most of all, they want to mingle with their peers and grow their network of connections.

Tell us about your current role…

My role begins with making sure that the team and myself are motivated and happy. We are passionate about the work we do and this is why we create wonders. Tasks are divided between different team members, based on their areas of strength and expertise, and I oversee and guide them to make sure the work is being done in the most efficient and effective way for all aspects of an event (logistics, sales, content, awards and sponsorships). I look after partner relationships, set marketing strategies, as well as budgets and projections. I am also involved with recommending speakers and judges to the production and awards teams. I engage with the latest technologies and bring whatever is relevant to the events for a unique user experience.

What challenges do you face?

Today, the biggest challenge is to make sure the event is relevant to its target audience, as we need to constantly stimulate the need for the attendees to be there. Many factors come into play for that, whether it is the agenda, the speakers, the venue, the activations and, most importantly, the learning and networking opportunities. Budgets are also a challenge, especially this year. Partners are cautious about their spending, so we need to make sure to give them a good return on their investment through innovative ways to participate.

What is the most rewarding part about your job?

There is nothing like the feeling of triumph when an event is successful and completed. The most rewarding part of my job is when the team realises that their hard work has paid off and everyone, including me, can’t help but smile and sometimes cry because we have been holding in and hanging on till the last minute, and then we finally let go and the rush is so grand we can just climb Burj Khalifa and scream “We did it!” at the top of our lungs before going in for a group hug! What I love the most about my job is teamwork. We take decisions as a team and always move forward as one unit.

What made you pursue this career path?

This career path was not something I planned. I landed here by chance and, until I worked on my first event, I still had no idea what I ‘wanted to do when I grew up’. I felt that I was talented at a many things (arts, finance, music, literature, even carpentry) but never thought I would find a career where I would get my hands dirty and use all of my skills. Then I met the events industry and I think I am here to stay. It is a place where you use your mind, your hands and all of your skills, and I feel like I may have just found my place in the world.

Is event planning for a media house any different as compared to other industries?

I have never planned events anywhere other than at Mediaquest – except those desert-camping trips with some 30 of my friends every now and then. I can say the basics are the same. Every event needs a venue, funding, attendees, organisation and preparation, no matter what kind of event it is or within which industry.

As an Associate Director at Mediaquest Corp., do you work on events on an international scale – if so, could you please elaborate on a few?

Our events at Mediaquest are regional at the moment. One of them, Top CEO, has been strategically moved to KSA. We do however aspire to make our events an international meeting point and there is a plan to make this happen in the near future − all I can say is… Stay tuned!

In your opinion, why does the Middle East media need industry-specific events? How will industry professionals benefit from such events?

Events are here to accomplish two main objectives: educate or celebrate (or both). Media anywhere, including in the Middle East, has now been diversified into more channels than ever before. While this underlines the need for an integrated approach, it also means that each channel has its strengths, weaknesses and technicalities, requiring more specialised understanding. All aspects of media cannot be covered in one event. The industry has grown so much that we need specific events that tackle different aspects of media − we also need to make sure each specific topic is given the time it demands to maximise the learning experience of delegates.

Moreover, the rapid evolution of technology means the industry has to keep up to remain relevant to its consumers. Also, it’s undeniable that in a few aspects, we lag behind more advanced western markets. Both of these factors mean that there is a need for education and the industry here is hungry for knowledge in the form of case studies, best practices, etc., regionally and globally. This is why conferences are absolutely necessary.

On the other hand, it’s also important to celebrate and recognise the work coming out of the region − not just from the UAE, but also Egypt, KSA, Lebanon, etc. This is why I believe both conferences and awards are necessary to the industry.

If there’s one thing you could change about the industry, what would that be and why?

Hmm, let’s see. Do I want to shrink some egos…commercially driven mindsets…procurement-based decisions… Nope! If there is one thing only that I could change about the industry, it would be making trainings and employee betterment part of every employer’s duties towards their people. There are some characteristics of the industry that I have learned to accept and work around. However, pushing individuals forward and enhancing their talent is something I fear this industry misses within many of its corporations. It is a must if we want to see the Middle East some day overtake the west.

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

Easy! I would be backpacking through the world on endless journeys, tasting every kind of food, jumping on every adventure that comes my way and making the world my playground.

*sigh* If only that paid well!

What are the five things you cant live without?

Everything I can’t live without is attached to me:

  • My brain to think and learn
  • My hands to touch and feel
  • My eyes to see the beauty in the world, specifically my mother’s smile
  • My nose to smell the earth after the first raindrops and the delicious foods of the world
  • My legs to take me everywhere I want to go

How would you describe yourself at work?

My style or management is to lead by example. I am very organised and methodological. I pay attention to detail. I am very resourceful and solution-oriented. Super enthusiastic at everything I do, I make sure fun is always part of the equation. I am always motivated, passionate and spreading hugs and good vibes! I hope my team sees this and corroborates! Team, your views on the matter?

What is your favourite social media platform?

It has to be Instagram, because I follow these DIY accounts – which I love!

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

I wish to always feel love towards what I do because, as Confucius said: “Choose a job you love, and you will never have to work a day in your life.”

In The Hot Seat – Richard Fitzgerald

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Richard Fitzgerald, Managing Director and Founder of Augustus tells us about his current role and his views on the ever-changing media industry… 

Name: Richard Fitzgerald

Age: 33

Current job title: Managing Director and Founder of Augustus

When did you first arrive in Dubai?

June 2, 2012

Where did you work prior?

I was Regional Social Media Director at Mindshare MENA until 2015 and then I had one year at Brndstr, a creative technology start up.

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

I was impressed with the pan Arab scale of TV and surprised with how much was spent on print versus actual media consumption. I was excited by how digital was being consumed and the appetite for social media all-round. Also, although it took some time to get used to doing business in a new region, and with different nationalities, it was clear from the start that I had entered an established and growing industry. It wasn’t the dark ages.

Has your opinion changed much?

Seeing how much the industry has changed in the past five years makes it a very exciting place to be for the next five. Although I know more about the industry, my impression is similar, I think the same forces that were keeping print so established are at play for TV now.

Tell us about your current role…

Augustus is a ‘new media’ company, one I have created without a template. It’s a hybrid between a publisher and an agency, designed for the ‘always on’ social media word. My role at times is like running three businesses − media, data and content: Editor of Lovin Dubai (the media side), sales for Brandwatch, a social media listening software (the data side) and Social Media Director for some of our clients such as INFINITI and Lavazza Middle East (the content side).

What is the most rewarding part of your job?

We are telling the story of a changing country, a changing region, and we are doing it in a changing industry. It’s super exciting to be part living and working in this region, and also to be in the digital media industry.

Also, when we sit down at the end of the month and see that the company grows bit by bit, it gives us a sense of achievement.

With the on-going battle between digital and print media, who are you betting on and why?

Haha, well my money has actually gone into a bet on a digital only company. In terms of a winner, I wouldn’t celebrate or cheer for one of the other. Print media will continue to play a role, whether it’s books, magazines or newspapers, no one would like to see print media abolished. I think a lot of the pain points come from the digital transformation of traditional media companies, so it’s a lot easier if you are digital only.

What is your opinion on native advertising?

The way we see native advertising is one of three things − 1. Native display, 2. Sponsored content, 3. Sponsored social.

The Lovin Dubai platform allows for sponsored content on the website, that would be labelled as such, and also on Facebook, where we tag all sponsored content with the Facebook branded content handshake.

Advertising is effective if it reaches people. For me, native is the best way to do this, because it’s the best mobile format available, and that is where most media is being consumed at the moment. Whether it’s more effective than other methods or mediums, often depends on the execution. We have seen very effective native advertising and not so effective.

What are your thoughts on the pricing of print advertising, digital advertising and sponsored content? Is this bound to change in the near future?

It’s difficult to compare price points across mediums as you are usually paying for the audience and the format.

I do however believe the sponsored content and native advertising will be valued higher in the future. Branded content is very expensive in the US and UK, as compared to the MENA region. That will change when established brands enter the market and educate the industry on this form of advertising. We are starting to see that with VICE coming to the region, and I expect Buzzfeed will enter within the next 18 months, especially that they have an IPO on the horizon.

What are the steps that you’ve taken to grow Lovin Dubai, from when it just launched to the established name that it’s now?

We had a good start in September 2015 with the support of the Lovin Group from a tech point of view. From then on, we have relentlessly tried to capture what’s happening in Dubai on our platforms. Growing the team with key individuals has been important and so has ‘graduating’ from our Astrolabs co-working space in JLT to our own office. The acquisition of 7DAYS social media profiles certainly helped with our brand awareness.

What advise would you give PRs and marketers of the region? Do you think they’re lagging when it comes to coping with digitalisation?

I’ve been much more exposed to the PR industry at Lovin Dubai as I was within a media agency, and I’ve been impressed at how established the PR industry is. I’ve noticed that it’s much more like London PR, that I was previously exposed to. In terms of lagging behind, I wouldn’t say so, it’s like any business − if it wasn’t established initially as a digital only PR agency, there is going to be some repositioning, both internal and external, required. I’m sure that’s the case for PR agencies in any market, just as it is for any other type of agency in this region.

What is your PR pet peeve?

I think it’s probably seeing it from our point of view. With a small team, the opportunity cost of attending a single event is probably three to four articles on the site, that really helps capture what we are trying to achieve and give the readers something of interest.

I’ve always worked with clients, and usually when doing client service for social media, the exchange is clear, you both know what the end goal is. However, giving coverage in a traditional way may actually harm our product. We love working with PR agencies that understand the Lovin Dubai platform and what readers like, whether it is lists, unique stories about their clients or strong visual content.

What is your preferred social media platform?

Twitter. I’ve always liked it and think that it gets a bad rep. I don’t think it’s the best however, but I like supporting the underdogs.

Facebook is easily the most sophisticated platform we have seen built on the internet. It’s such an advanced and strong platform, that it’s very hard to see a media world without it.

How do you and the team at Lovin Dubai always stay on top of things?

In two ways − we have a key focus on discovering relevant content that captures what’s happening. We also have shift work, whereby the editorial teams work at different times throughout the week to cover every waking hour in Dubai.

Describe yourself in three words…

I’m going to have to use the Augustus brand values, which are; Tenacity, Ingenuity, and Velocity. So that would be tenacious, genius and fast.

What is your most overused saying?

Hmm… I’ve caught myself saying ‘the reason is’ a fair bit lately.

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

I would probably be working within advertising in a role related to social media.

In The Hot Seat – Dave Cleary

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Team TMN sit down with Dave Cleary, Host of his own show, Loud and Cleary on 97.8 Dance FM, who talks about how he started out in the broadcasting industry in the Middle East and what he thinks of it now…

Name: Dave Cleary

Age: I forgot, need to check my passport

From: United Kingdom

Current job title: Host of Loud and Cleary on 97.8 Dance FM

When did you first arrive in Dubai?

1997

Where did you work prior?

I started out in the region as a part of 104.8 Channel 4 FM when it launched in 1997, and other roles that followed includes Emirates Radio, Nile FM, Radio 1 and Radio 2.

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

It seemed in a bit of a time warp, I was part of 104.8 Channel 4FM’s launch in 1997, Dubai was in need of a new station. At the time the only other station was Dubai FM. I remember going back to the UK and people had not really heard that much about Dubai – how things have changed, as now everyone knows Dubai. It’s a big global player now.

Has your opinion changed much?

Very much so, I think radio here has really developed and can now rival any major city such as Sydney or Vancouver.

Tell us about your current role…

I present Loud And Cleary weekdays from 4pm until 8pm on the only dance station in the region, Dance FM

What challenges do you face?

Trying to do a good radio show!

What do you think of the quality of radio stations in the region?

I think there are many good stations and presenters on air now in this country. Radio here has really developed to a standard I consider to be as good as markets in Australia and Canada. When I first arrived it was just British nationals on air – it’s great to hear so many different accents these days.

With the increasing demand of visual content, how has radio managed to stay relevant today?

Radio will always be around, it’s the ‘now’ element, and the ‘friend’ element of it. Radio has had to evolve and has to be more visual such as being able to see live in the studio and being very active on digital platforms and so on. May radio live long and prosper!

Has culture in the Middle East posed a challenge or an advantage in the advancement of radio in the region?

When I first came to Dubai I was a bit shocked at what you can and can’t say or do, but now I really feel things have opened up. Its great to do a radio show knowing that you respect peoples cultures and I think in the end it makes you a better radio presenter.

What’s the most rewarding part of your job?

It’s happened a few times, I have been out and someone has come up to me and said, “I grew up listening to you thanks for being part of my life”. When you hear that you understand that sometimes you have an impact on people.

How would you rather be contacted at work?

On phone.

Describe yourself in five words…

Hardworking, ambitious, a team worker, creative and none of the above.

What inspires you?

Travelling.

What’s your most overused saying?

It’s going to be ok, and life is too short.

Five things you can’t live without?

Social Media, my passport, radio, air conditioning and traveling.

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

I think when I won Best Radio DJ in 2014 and 2016 at the Ahlan! People’s Choice Awards – I never expected it at all.

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

Traveling the world until I ran out of money.

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

Radio!

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

The digital age is here for sure – listeners like instant access to the host or presenter, but I think the digital and FM platforms can compliment each other. And as for presenters, you need to offer more than just a cool voice with “that was and this is…”.