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Logistics News ME makes new appointment

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Logistics News Middle East, part of BNC Publishing has appointed Mehak Srivastava to the role of Reporter. A recent graduate of Manipal University, Mehak holds a degree in Media and Communication, and previously worked as a reporter for the Dubai International Film Festival (DIFF). In her new role, she will be responsible for publishing and reading up on daily online news articles on anything and everything related to logistics. She will also write feature stories for the monthly publication and handle its social media activities by constantly updating it with the latest logistics information.

“It’s challenging, hectic and exciting all at once,” says Mehak. “As someone who has fallen into the lap of the office world straight out of college, I feel quite out-of-place now and then, but my colleagues are a sweet bunch, and I’m all pepped up to be working out in the field.”

Cosmopolitan ME officially appoints Kavita Srinivasan

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Having joined Cosmopolitan Middle East in February 2017 as Acting Editor-in-Chief, Kavita Srinivasan has now officially been appointed to the role of Editor-in-Chief. Kavita previously worked with Hello! Indo-Arabia as Editor-in-Chief and will now continue to hold the reins at Cosmopolitan Middle East and oversee all editorial content for the publication.

ACG welcomes new PR Account Manager

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Absolute Communications Group has appointed Royston Rodrigues to the role of PR Account Manager. Royston brings with him experience in public relations and human resources having previously worked with Synergy Public Relations in India before moving to the UAE and most recently work with DAMAC Properties, where he was an integral member of the recruitment and research team. In his new role, he will be responsible for handling the day-to-day PR activities of key accounts in Absolute Communications Group.

“Being new to the PR scene in Dubai, I am quite excited and intrigued to be a part of the Absolute Family, an agency to reckon with when it comes to brand image building,” says Royston. “With my experience in PR, I believe I have a lot to bring to the table.”

markettiers officially appoints Rachel Lewis

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Having worked with markettiers since June 2017 as freelance Senior Account Executive, Rachel Lewis has now officially been appointed to the role of Senior Account Executive. Rachel previously worked with Edelman DABO, where she was an integral member of the consumer team across technology, entertainment and arts, and culture sectors. In her new role, she will work on key projects with both PR agencies and directly with clients on broadcast-driven campaigns and consumer activations, across industry sectors. She will also support the team with creative consultancy across content creation, managing the production and delivery of this content and undertaking targeted media relations that ensure campaigns deliver for both clients, brands and media owners.

“I’m delighted to be joining the region’s dedicated broadcast specialist,” says Rachel. “markettiers MENA have been delivering some of the most exceptional digital and video-led campaigns in the region since their inception in 2014. As a firm believer in putting content at the heart of campaigns, I’m excited to bring my knowledge and passion in both PR and video production to help create more memorable campaigns for clients.”

New promotion at TishTash

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TishTash Marketing and Public Relations promotes Marwa Mohamed to the role of PR Account Executive. Having joined the agency in January 2017 as PR Assistant, Marwa will continue to work on TishTash’s portfolio of beauty brands, including Rahua, Rodial, Cyclelogicals and The Organic Pharmacy.

“Working at TishTash has been a rewarding career experience, giving me the opportunity to work with reputable brands and pursue my passion for beauty and wellness,” says Marwa. “I’m thrilled for my new chapter as an Account Executive and look forward to supporting the growth of this organisation.”

Natasha Hatherall-Shawe, Founder and Managing Director, TishTash Marketing and Public Relations adds, “Marwa has been a hardworking and valuable member of our team, and we are proud to recognise her contribution to our team’s continued success.”

Online sustainable lifestyle magazine goes live

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The first digital eco and sustainable magazine in the Middle East, theethicalist.com launches. Founded by Anthea Ayache, she brings with her a diverse background in journalism, having previously worked at Friday magazine part of Gulf News as Senior Features Writer and most recently with its radios stations Radio 1 and Radio 2 as Radio Presenter.

Theethicalist.com offers content from around the world ranging from the latest news, zeitgeist reports, exclusive interviews with eco heroes and a focus on social businesses that have positively impacted the environment with an aim to engage, inspire and enhance the lives of readers across the UAE. The online magazine will also include lifestyle features on fashion, beauty, food and travel with an eco and philanthropic twist that is accessible by readers and an option to subscribe to receive newsletters, discounts and tailored information.

The new launch will also see the appointment of Karen Pasquali Jones to the role of Managing Editor, having worked in the UK with Love It! magazine, part of News UK and Sky magazine before moving to the UAE and most recently working with Friday magazine as Editor. In her new role, she will contribute and manage the editorial content of the online magazine.

“We’re thrilled to bring something completely new and unique to Dubai,” says Anthea Ayache, Founding Editor, theethicalist.com. “Theethicalist.com isn’t just a website, it’s a brand and a way of life. We’re here to help, inspire and encourage everyone to be the best they can be and to look after themselves, the community and the planet. We deal with subjects from the hyper-local to global in an engaging way.”

Marriott International appoints Sarah Walker Kerr

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Marriott International has appointed Sarah Walker Kerr to the role of Vice President of Communications Middle East and Africa. Sarah previously worked with Armani Hotels and Resorts, part of Emaar Hospitality Group as Director of Public Relations and most recently with The Ritz-Carlton Hotel Company as Regional Director of Public Relations Middle East, Africa, India and Japan. In her new role, she will be responsible for devising and implementing the overall communications strategy for Marriott International across the region by driving visibility and enhancing the perception of the company, and its brands as well as increasing its voice in the media. She will also provide counsel to the senior executive leadership team and manage crises communications, reputation management, brand communications as well as internal and external communications.

Yi-Hwa Hanna joins Edelman Dabo

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Edelman Dabo has appointed Yi-Hwa Hanna to the role of Senior Content Manager. Bringing with her a wealth of experience in journalism, Yi-Hwa previously worked with ITP Media Group, as Deputy Editor for Good Housekeeping Middle East and most recently as Editor-in-Chief of Women’s Health Middle East. In her new role, she will be working with the brand teams on content management, strategy and creation.

“Content strategy and management is a relatively new discipline, and is one that continues to evolve as content creation and the way we communicate continues to do so in the changing media landscape,” says Yi-Hwa. “It’s an exciting role to be in and a great way to utilise a diverse skill set in creating impactful, lasting, and effective perceptions whether that’s in the scope of branding, communications marketing, or indeed, even the broader publishing industry. I’m thrilled to be entering the next phase of my media career not only in this great position, but also with such an innovative, thought-leading, progressive and creative company like Edelman Dabo, where both the company itself and the staff are among the most well-reputed in the industry.”

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.