Archive for category: In The Hot Seat

Name: Maria Stapleton

Age: 36 (I can’t believe I am that age!!!)

From: Ireland

Current job title: Managing Director of Cara Public Relations

When did you arrive in the UAE?
I first came to the UAE in 2006 for my husband’s job. I stayed for four years before moving back to Edinburgh as my husband was homesick – unbelievable, I know! Since then, I have been based in Edinburgh, but travel to and from Dubai for work (and to get some sun!) – the majority of my clients are based here.

Where did you work prior?
Edinburgh, Scotland. Before working in PR, I was a Journalist and actually started my career at Gulf News, before moving to the (now-defunct) titles iQ and Insider, which were part of ENG.

What were your first impressions of the media industry in the Middle East?
Because of my background in journalism, I got to know lots of people in media circles and always found the media bunch great fun to both work and socialise with. People were – and still are – very welcoming and friendly. Unlike more established media hubs there was also a really positive “can do” attitude and I always found that people were as helpful as they could possibly be to me. I count some of the journalists who are still working in the UAE as great friends.

Have these impressions changed much?
Not at all. The only difference that I think exists is that there are fewer journalists per publication. This means journalists have a lot more to get through in a working day and it can be difficult for them to get away from the office.

Tell us about your new company, CARA PR…
Cara is the Irish word for friend which is the philosophy behind the Cara brand. I want my business to be viewed as a friend that a business would look to for support to achieve success. I am passionate about what I do and have found that the best PR evolves when you are able to forge positive relationships with people – and, whether in business or personal life, a good relationship hinges on being open, honest and trustworthy. I view my clients’ businesses as my own and offer a professional service that has a uniquely personal feel.

What challenges do you face?
My biggest challenge is the same as that of every working mother I know –balancing home and working life, without feeling any degree of guilt.

What’s the most rewarding part of your job?
There are two. When I see my clients’ businesses grow and when they are offered fantastic opportunities that really excite them. Getting interest from prospective clients through the recommendation of an existing client is also highly rewarding, as that proves to me that my client really values what I am doing for them and that they are happy.

What’s the most exciting thing to happen so far?
There have been lots. Recently, Pastels Salon was the official salon partner for Fashion Forward and that was fantastic!

What do you think of the quality of media publications in the region?
When I first came to Dubai, there were lots of publications and you could find one dedicated to practically any subject. Since then the industry has become more streamlined, which is definitely a positive step. Now the UAE’s media industry is becoming a well-respected entity globally, with journalists coming from international publications to work here and journalists from the UAE securing sought-after jobs in other countries.

What sets you apart from other media professionals?
I think it is my personal approach. Although I have been out of Ireland for more than half my life, I definitely think I retain my home country’s way of dealing with people!

 

 

 

 

Work calls via landline, mobile or both?

Whatever is easiest for whomever is trying to reach me, and whichever means I will get the client something that they want – whether that’s securing coverage or another opportunity for them.

 

What’s your most overused saying?

Leave it to me. 

Five things you can’t live without?

My phone (for emails, music, skype and pictures!) pen, paper (despite technology, I write everything down!) pain au chocolat and a well-made latte.

If you weren’t with CARA PR, what would you be doing?

I would like to think that I would be doing something in the Arts such as writing or acting, but I would probably be a teacher because it pays the bills and would give me lots of time off to indulge my creative side!

Name: Emma Procter

Age: 39

From: UK

Current job title: Co-Founder, Blowfish Media

When did you arrive in the UAE? At the end of 2008 just as the property market here crashed. I refuse to be blamed for this though.

Where did you work prior?
For several years I was a freelance journalist and marketing professional in London, mainly working with health and fitness publications. Before that I worked at the Messenger local newspaper in Manchester, part of Newsquest Group.

What were your first impressions of the media industry in the Middle East?
Chaotic, but full of potential. Coming from such an established media scene in England, I was amazed at all these brand new magazines, newspapers and radio stations popping up overnight. There was a feeling of too much too fast with bonkers publications covering everything from dentistry to sewage works, but there was money to be made and it was kind of fun. There was an overall lack of quality journalism though, but it seemed not to matter.

Have these impressions changed much?
Yes, the industry has matured as the country has gone through a few growing pains and I think media firms have had to adapt to a more discerning audience. The only thing that surprises me is still just how bad some journalism here can be, but that might take more time. Online media is showing some encouraging signs, but I’d like to see more quirky, independent sites.

Tell us about your new company Blowfish Media…
I decided to launch a full service media agency with a very talented German photographer Sebastian Tontsch because we kept hearing complaints from businesses about a lack of professionalism in copywriting, photography and public relations. It is actually quite surprising what a skill shortage there is in these areas in the UAE. So we brought together some top class people from a range of disciplines – including graphic design and translation – and we are trying to raise the bar.

What challenges do you face?
Trying to educate some clients about the value of doing things in the right way and, of course, dealing with the ups and downs of starting a new enterprise. You have to learn things as you go and focus on the bigger picture.

What’s the most rewarding part of your job?
That fantastic moment when a client realises you really do care about their product or brand and when they see the results, whether it’s a campaign or just a photoshoot, and are blown away. We have had some very nice emails.

What’s the most exciting thing to happen so far?
Some of our photos have gone viral in the fine art photography scene and have been nominated for awards. Plus, one of our public relations clients is now being considered for her very own BBC documentary because of our promotional work – I can’t say who yet, though.

What do you think of the quality of media publications in the region?
Right now it’s a mixed bag. Newspapers like 7Days for me are doing it right in terms of tone, content and pushing the boundaries a little. Some of the well-established titles have become editorially lazy in my opinion and I’d like to see them being given a run for their money. I never buy glossy magazines here, which I guess says a lot. Although I’m a sucker for OK! Middle East.

What sets you apart from other media professionals?
I’m a writer first and a media person second. I agonise over the quality of written English in everything we do because nothing destroys a brand more than sloppy language – and I have seen some mind blowing mistakes on huge projects here. And when I think about the budgets they must have had…

Work calls via landline, mobile or both? Both. We are a wonderfully approachable unless you’re selling credit cards. 

What’s your most overused saying?  “You create your own reality” – it’s true though. 

Five things you can’t live without? My dogs, my phone, my friends, my books, and Jamie Oliver’s recipe website.

If you weren’t with Blowfish Media, what would you be doing? Living on a Greek island in an old, whitewashed villa writing my masterpiece and tending to my dogs, chickens and vegetable garden.

Name: Detria Williamson

Age: Born on the same day as Prince William but different year!

From: Chicago, USA

Current job title: CEO & Founder

When did you arrive in the UAE?
August 2009, when the humidity was at 80%, I remember walking around with a permanent afro.

Where did you work prior?
Prior to arriving to the UAE, I worked for Discovery Channel Networks, overseeing their channel portfolio globally.

What were your first impressions of the media industry in the Middle East?
As a client I felt that products and leadership were always on the front foot, but the media behaviours and practices were lagging.

Have these impressions changed much?
Media is changing here because the world is moving at a hyper-speed pace.  Simply put, we as leaders in media have no choice but to take bigger risks and stay on the cusp of new media and technology.

Tell us about your new role with Drum Content Design…
Starting Drum Content Design is a thrill, after spending years on the client side and in television. I am in a unique position to know what the client really, truly needs and wants – even if they are unable to articulate it -because of my decade-long career working with the world’s most loved television brands globally. As CEO of Drum, I’m happy to build on this experience and provide non-conventional approaches for clients looking to connect with consumers in a deeper manner. 

What challenges do you face?
I’m pretty sure most creative entities here would echo this challenge – recruiting. Having eclectic and diverse staff is a non-negotiable mandate for myself, as well as the hiring managers within Drum Content. Finding global talent from various backgrounds can be tricky but we are hitting a very nice stride so far with a team of female leadership, a rarity in the Advertising industry as a whole; as well as scriptwriters versus copywriters, film videographers versus TVC directors and analysts versus planners.  

What’s the most rewarding part of your job?
Converting traditional marketers to content evangelists who never look back. It’s a complete shift in terms of the marketing psyche, which requires risk, especially in this region where clients have a shortage of content agencies.  

What’s the most exciting thing to happen so far?
Given the launch of the company, I’d have to say finding our location at D3.  Our approach is centered on design so it’s a perfect fit. To be in an environment surrounded by designers across various categories is fuel for designing marketing innovation.

What do you think of the quality of media publications in the region?
The great thing about Dubai, Abu Dhabi and Doha is that they’re blank slates you can paint whatever color you want.  I think 2015 is going to be a year where media publications push even further outside of the norm and convert standard publications to richer online and mobile experiences.  Having tech leaders Google and yahoo in the region will keep all of us on the cutting edge of technology. 

What sets you apart from other content design professionals?
I have been a client most of my career which enables me to connect with clients in a relevant and transparent way. When clients ask about our agency credentials, I have no shame in telling them our credentials are that we come from award winning brands as clients, journalists and producers.  Pushing the boundaries of traditional agencies and offering clients marketing innovation brings a great deal of satisfaction.

Work calls via landline, mobile or both?
Strictly mobile. The GSMA just released a statistic that by 2020 60% of the world’s population will own a mobile phone. Landlines will be soon become a vintage household name.  

What’s your most overused saying?
Mistakes are great and should be studied relentlessly. Repeated mistakes are failures, which are unacceptable. It’s a principal I stand by in my work and personal life.

Five things you can’t live without?
The Sneeches by Dr. Seuss (for serving as a reminder we are all the same), music (in particular Nina Simone because of her brutal honesty), Raw Coffee, true love (it could be Jimmy Choos or it could be a person…stay tuned) and finally, my superstar kids, Noah and Sophia who teach me to constantly start over with grace.

If you weren’t in content design and production, what would you be?
A home school Mum…but I’m ashamed to say my kids are too smart for me.

Name: Tom Hardstaff

Age: Young at heart!

From: Hertfordshire, United Kingdom.

Current job title: Regional Strategy Director, UM MENA 

When did you arrive in the UAE?
I first arrived in the region in September 2014, and I was very pleased to see that the summer heat had begun to subside. Before this, I was based in London. 

Where did you work prior?
I worked at Mediacom in London across several key agency clients in the automotive, travel and FMCG markets, and have worked with brands such as Volkswagen, TUI, Kenwood and DeLonghi.

What were your first impressions of the media industry in the Middle East?
Mixed! Some areas of the region are obviously more advanced than others, but at the same time I was pleasantly surprised. The driving forces behind advertising are consumers and no matter where you are from, the demand for consumption is the same and this feeds media evolution.

Have these impressions changed much?
My impressions have naturally developed over the last few months as the opportunity and potential to deploy creative strategic execution is huge. I’ve now got to meet and spend time with many inspiring people, so the outlook for the future is very exciting.

Tell us about your new role as Regional Strategy Director…
As the title suggests, I am responsible for strategic direction across the MENA region with UM key clients, but mainly Coca Cola. I am currently working with the regional offices to create and implement strategies to be activated in local markets. Pitches also play an important and exciting part of my role, and there’s no better buzz than working with a great team to develop unique approaches and outshine the competition. 2015 is also a big year for UM, as not only do we need to build on the successes of 2014 but we are also upgrading the strategic approach in line with the ever-changing audiences to deliver real-time consumer campaigns. 

What challenges do you face?
Initially, you presume the challenge will be your new team but this has not been the case. The level of cooperation, smart thinking and hard work has surpassed my expectations. While understanding new markets and consumers is a challenge, it is one that even with time won’t sit still. This continues to change and shift for us all in the industry and if this isn’t a challenge then I’m not doing my job properly!

What’s the most rewarding part of your job?
This is twofold and not in any particular order! Working with new people and different thinking, as it is the people that set us apart form other agencies; and of course, delivering a campaign that not only exceeds expectations but also creates moments of client and agency euphoria.

What’s the most exciting thing to happen so far?
Well, moving to a new country and working in a totally new region has been quite exciting. But what makes this move to Dubai even more exhilarating is my involvement in the launch of new initiatives at UM MENA 2015, as this is going to be a pioneering and iconic year for us.

What do you think of the quality of media publications in the region?
As a newcomer to the region, the need for titles and their content has been vital in my learning and understanding of the practices in this market as a whole and who’s doing what. I see a similar quality in the titles here versus the UK. 

What sets you apart from other industry professionals?
Growing up I wanted to be either a football player or a lawyer; I wasn’t good enough at football and needed to ‘try harder’ at school to take the Bar. However, combining my interest in people and their thinking, or in a work context ‘understanding consumer behaviour’ coupled with a passion for brands and their evolving philosophies; I naturally gravitated into the world of media and advertising and have never looked back. It’s that passion that sets me apart while at the same time connecting me to many like-minded individuals where I continue to learn and grow.

Work calls via landline, mobile or both?
Either, it’s nice to talk.

What’s your most overused saying?
Not so much a saying but the word ‘stim.’ Love a bit of ‘stim.’

Five things you can’t live without?
My iPhone because it keeps me connected (but not at dinner!), sports, my VPN, friends and last but by no means least, my wife.

If you weren’t a Regional Strategy Director, what would you be?
A failed football player!