New wellness platform launches in the UAE

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Emilie Mikulla and Rebecca Pritchard have teamed up to launch wellness consultancy and platform The Mindful Body (themindfulbody.ae). The new consultancy will provide online and offline activities, such as classes, workshops and trainings as well as tailor-made solutions for individuals and corporations using research and therapeutic techniques to promote better living for everyone. The new platform aims to improve people’s quality of life through interviews with experts, inspiring content and helpful features on the mind, body and soul. Emilie was previously Deputy Editor at Women’s Health and Fitness Middle East and possesses 10 years’ experience teaching movement, including yoga and Pilates; and, myofascial release. With a background in marketing in the oil and gas industry, Rebecca previously worked as Editorial Assistant at Yogalife magazine and brings with her a strong knowledge in movement and mindful practices.

“With health risks and issues, such as obesity and anxiety on the rise, there is an urgent need to raise awareness and offer concrete solutions,” says Emilie Mikulla, Co-Founder, The Mindful Body. “We support the UAE’s Vision 2021 mission to reduce lifestyle-related diseases and have developed practical, safe and immediately applicable tools that can help everyone live better in their bodies.”

Rebecca Pritchard, Co-Founder, The Mindful Body adds, “Our approach is therapeutic. We combine yoga, pilates and mindfulness practices to help people breathe better, move with more ease and get out of their pain cycle so they can enjoy the activities they love for a lifetime.”

Chasing Zest goes live

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Online outdoor magazine, chasingzest.com launches in the UAE. The new platform aims to bring together a community of like-minded people, whilst also inspiring readers to make positive lifestyle changes. Founded by Rachael Bruford, who previously worked with Gulf News, Outdoor UAE and most recently Brideclubme.com – the magazine will focus on activities such as cycling, running and active traveling as a significant component during the summers. In addition, it will also feature qualified experts from fields such as nutrition, fitness, psychology and yoga to deliver articles and respond to queries from readers.

“We want our audience to think of chasingzest.com as their own personal inspiration website, full of features about how to embrace an active, outdoor lifestyle,” says Rachael Bruford, Founder, chazingzest.com. “With an inherent sense of adventure, we look forward to sharing rousing interviews with incredible people.”

C&B launches influencer marketing arm

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Cicero & Bernay Public Relations (C&B) launches an influencer communication programme, See & Be. Headed by Jamal H. Iqbal, Director – Brand Outreach at C&B, the new division aims to incorporate influencer engagement into communication campaigns by identifying an ideal match between influencers and client objectives.

“With the speed at which social media has penetrated the region’s consumers, and their affinity towards local influencers, we felt now was the time for new-age PR agencies such as ours to launch a full fledged influencer communication division,’ says Jamal. “See & Be is aimed at streamlining the disjoint between influencer programme leaders and implementers. While influencers and their social media offer optimised channels for delivery, content still rules, and campaigns must be charted keeping in mind granular accountability at every stage.”

She Wants Dubai goes live

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Lifestyle and city guide website, shewantsdubai.com (SWD) launches. The new platform was founded by Emily Franklin who brings with her over ten years of experience as an Entrepreneur, having also founded online travel websites, countryviewcottages.co.uk and latelettings.com. SWD offers women living in Dubai a platform dedicated to recommending all things to do and places to go in fashion, beauty, nutrition, fitness and lifestyle in the city. The website will also features a highlight of the week and an exclusive section for Dubai offers as well as tips and advice from women of different backgrounds including make-up artists, personal trainers and wellness experts to share their journey in the city with the readers.

“It’s an extremely busy time for us post launch, meeting inspirational ladies and having a lot of fun exploring our wonderful city – the She Wants Dubai motto is ‘more of what you love’ and that’s the message we want to share,” says Emily Franklin, Founder and Managing Director, shewantsdubai.com.”

Online fashion and lifestyle platform launches

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Online fashion and lifestyle platform, hubb.fashion launches. Founded by Shweta Bhatia, a graduate of journalism and business fashion from London College of Fashion and most recently Fashion and Beauty Editor at Femina ME. The new digital platform focuses on the modern woman and features news and editorial content that offers a 360 degree fashion, beauty and lifestyle experience from the industry in the Middle East to the rest of the world. Hubb.fashion will also provide an interactive section for readers to add to existing narratives and send in their contributions to be published online without the need to subscribe.

“Hubb means ‘Love’ in Arabic and love is for everything that this country has to offer,” says Shweta Bhatia, Founder and Chief Creative Officer, hubb.fashion. “At Hubb we aim to inspire, fascinate and share the experience of every story personally to each reader. Our site is about taking a break from your routine and coming online to unwind and explore your areas of interest. We bring our readers a little bit of everything – after all, we Hubb everything that’s trending.”

PRCA and TMN to launch training sessions

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PRCA MENA has partnered with The Media Network to launch half-day face-to-face training courses in Dubai. The trainers are accredited and certified by PRCA and all delegates attending will receive a certificate upon completion of the course. In addition to this, a series of face-to-face training sessions in Arabic are due to launch later this year. The sessions are priced at AED650 for PRCA members, AED850 for Premium Members of The Media Network and AED1,000 for non-members.

“I am very pleased to partner with The Media Network, to broaden further the range of training options available to PR and communications practitioners in Dubai,” says Francis Ingham MPRCA, Director General, PRCA. “It is a key priority of the PRCA to improve standards within the industry, and this is an important step forward.”

Michelle Kuehn, Managing Partner, The Media Network adds, “We’re so thrilled to launch face-to-face training sessions with PRCA. Our ethos has always been to create a nurturing media community in the region, and through this step, we aim to provide access to quality training for PR professionals in Dubai.”

The Social Shop by Aurora launches

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Social media agency, The Social Shop has launched in the UAE, under the umbrella of Aurora Advertising. Founded by social media specialist Annie Meikle, and Iona Al Suwaiadi, Founder of Aurora Advertising, The Social Shop offers a one-stop solution for organisations and corporates looking for quality solutions to their social media needs. The new agency will also focus on content creation, community management, influencer outreach, reporting and analytics as well as training and strategy.

“I saw a gap in the market for a quality, cost effective social media offering based on solid storytelling and backed up by analytics,” says Anne Meikle, Co-Founder, The Social Shop. “We offer a comprehensive social listening service and training solutions, which also sets us apart from our competitors.” 

IAA UAE Chapter launches production forum

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The International Advertising Association (IAA) UAE Chapter has launched IAA UAE – Production Forum. IAA UAE – Production Forum is a platform that aims to create a meaningful interface between the production, advertising and media industry. The new forum will also focus on providing a platform for the film and TV production industry to discuss and solve the challenges they face, as well as to promote the UAE’s production industry locally and internationally.

The IAA UAE- Production Forum will be headed by a steering committee made of professionals from across the UAE’s production and media industry including, Owner and Producer of Central Films, Karen Coetzee, Owner and Executive Producer of Boomtown, Shane Martin, Owner and Location Manager of Fstop Locations, Lyall Gardiner and Managing Partner of Joy Films, Ali Azarmi.

“The communications industry in UAE is a diverse and thriving sector,” says Hani Ghorayeb, President, IAA UAE Chapter. “Having our production industry members focus on a specific agenda that promotes and expands their role in the UAE is a very welcome and timely initiative given the rise of content.”

COPIA Group reveals new identity

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Dubai-based communications consultancy, COPIA Group has undergone a full rebrand as a part of the firm’s long-term positioning plan across the region. The relaunch includes a brand new website as well as a more focused direction on crafting creative content and experiences from across the region. The direction of the firm will also focus on its local presence and global network surrounding lifestyle as a core of its portfolio of brands and to position as well as communicate to relevant platforms.

“In a region where trust, integrity and expertise is key, we pride ourselves on being an extension of our clients,” says Rania El Sadek, Founder and Managing Director, COPIA. “Our advantage of knowing our network and influencers on a personal basis is a direct reflection of the lifestyle we not only create, but represent – a lifestyle that resonates with the new generations.”

Bravo Romeo by AJ launches in the UAE

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Content marketing and integrated communications firm, Bravo Romeo by AJ launches in the UAE. Bravo Romeo by AJ was founded by Meredith Carson, a content marketing specialist with over 20 years of experience in the industry as well as Moe Shanti, Founder and CEO of cloud-based technology solutions firm, AJ Consulting. The new agency aims to offer content marketing and editorial strategies for brand storytelling as well as crisis communications planning and management to help brands connect with their audiences in creative, relevant and dynamic ways. The agency will also be supported by AJ Consulting in providing access to cloud-based digital infrastructure and distilling information, where needed.

“In establishing Bravo Romeo by AJ, we’ve set out to transform the way in which businesses relate to their audiences – by providing collaborative and responsive communications strategies and infrastructure,” says Meredith Carson, CEO, Bravo Romeo by AJ. “We intend to put the ‘Public’ and ‘Relations’ back into PR, which is achieved through insight-driven content marketing and integrated communications which organise around audience content preferences.”