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In The Hot Seat – Rachael Perrett

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We chat with Rachael Perret, Editor at Abu Dhabi World, who talks about her role and offers her thoughts on the media industry in the Middle East…

Name: Rachael Perrett

Age: 29

Nationality: British

Current job title: Editor, Abu Dhabi World

When did you first arrive in Abu Dhabi?
I arrived in Abu Dhabi in January 2007 on a gap year and never left.

Where did you work prior?
I’ve only ever worked in the UAE and have worked for What’s On and done freelance writing for Hello! Middle East, Good and BBC Good Food

What were your first impressions of the media industry in the Middle East?
Unfortunately, I don’t have anything to compare it to as my journalism career started and has grown here. But I certainly had a shock when I changed career (from hospitality management) and moved into the world of journalism. For starters, I was amazed at the lack of communication in the industry (ironic, I know) and how often things here are organised or announced last minute. This is a real challenge for those of us in the media industry who have deadlines, but alas it’s part of the culture here so I’ve learned to accept it.

Tell us about your current role…
The role of Editor is new for me but I’m loving it. Abu Dhabi World is a community magazine – we are people living in Abu Dhabi, writing for other members in our community. It’s incredibly satisfying meeting so many people here who make this place so special and getting to share their stories with readers.

We have a really small team and producing a weekly publication sometimes feels like we’re on a hamster wheel as we send one edition to the printer and start all over again on the next one in the same breath.

As an Editor, I still get to do a bit of writing, which I love. I’m constantly planning future issues and supplements, attending press conferences and events and always trying to get out and explore so that I never lose touch with the city as it’s constantly changing.

What challenges do you face?

There’s so much going on in the city and so many people doing cool things. But many people aren’t forthcoming with information and there’s only so much we can do to dig up stories when we don’t always know where to look.

Then there are the usual challenges that I’m sure many managers, not just in the media industry, face – lack of resources, time constraints and budgets.

How do you overcome writer’s block?

You just do! We don’t have time to get writer’s block as we’re writing several features a day but of course, there are times when it happens. I go get fresh air first. Then if something really stumps me and I can’t figure out how to pull all the words together, I’ll talk about it with a friend or colleague. Sometimes it helps to say things out loud and just let the words roll off your tongue in a casual conversation rather than stress about how you want it to come across on paper. Then you’ll often find that it all suddenly makes sense and everything will just start flowing.

What’s the most rewarding part of your job?

Meeting new people on a daily basis who are from totally different backgrounds with amazing stories to share. Sounds cliché but that’s essentially one of the beautiful things about living in Abu Dhabi.

How would you rather be contacted at work?

Will Smith rapping a press release!

What do you think of publications in the region?

I think the quality has really improved over the years and we’ve seen new publications introduced that have added healthy competition. I’d love to see more independent publishing houses here with local publications that could reflect the essence of UAE life.

What role has digital media played when it comes to reader engagement in the magazine industry?

Digital media is a really valuable tool for us that has allowed us to reach new audiences and interact more with our existing one. For a magazine, it means better feedback and being able to monitor areas where you can then implement changes in print as well.

That said, I like to call the digital world a minefield: you never know what’s going to happen and one wrong step could be disastrous. The challenge is to create interesting content that’s as fast-paced as our lives are today, but that still fits with your brand identity.

Everything changes when you enter the digital world. You’re no longer competing with other print publications in your town or country, you’re now competing with the giants for the attention of users who themselves sometimes don’t even know what they’re looking for. Digital media is a whole other ball game.

Has the region’s culture and diverse audience posed as a limitation or advantage in producing editorial content?

Both. For us, we have 82,000 copies a week and our demographic is vast. So catering to such a wide audience is a real challenge for obvious reasons. But then that’s also one of the advantages. The diverse culture here makes for great content and readers here always seem to be eager to find out more and celebrate the local culture.

What’s your pet PR peeve?
People sending me content about Dubai… Sorry guys but not everything revolves around Dubai.

Describe yourself in five words…

Organised, creative, passionate, sporty and a health-freak

Who inspires you?

My parents.

What’s your most overused saying?
No way!

Five things you can’t live without?
My horses, my cats, dark chocolate, green tea and water

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

An animal psychologist

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

I’d be pursuing my Olympic dreams! Or running a restaurant

What’s your favourite form of media?

Print. I will always love reading words on pages and flipping through from cover to cover.

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

Be willing to start at the bottom, don’t act like you know everything and always ask for and take on criticism to help you improve. I’ve seen too many people here who’ve studied journalism or media and come into the industry thinking they’ve got it all sussed – boy do they get a shock!

I got my foot in the door with an unpaid internship that lasted way longer than it should have or than I wanted it to, but I kept at it as it got me the experience I needed and I was working with such a great team who taught me much more than I potentially would have learned in a paid position with a less passionate and willing team.

In The Hot Seat – Zainab Imichi Alhassan

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We chat with Zainab Imichi Alhassan, Managing Director at POP Communications, who talks about her current role and offers her thoughts on the PR industry in the Middle East…

Name: Zainab Imichi Alhassan

Age: 26

Nationality: Nigerian

Current job title: Managing Director, POP Communications

When did you first arrive in Dubai?

2013

Where did you work prior?

My first job in the UAE was at Grace and Garbo as an Account Executive, I later moved to Q Communications, where I also worked as an Account Executive and eventually as a Senior Account Executive. My most recent role was at TishTash, where I held the role of Senior Account Manager.

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

My first impression was that there were lots of opportunities to grow. I also noticed that the PR industry in the Middle East is unlike anywhere else in the world. I was quite surprised to see how monotonous and archaic it was, everyone sticks to the same playbook and there is rarely any innovation. I moved here in 2013 and we were still receiving faxes!

Has your opinion changed much?

The industry has evolved over the last couple of years but it still has some catching up to do in terms of integration of digital media into day-to-day communication strategies.

Tell us about your current role…

My role at POP Communications is very diverse at the moment. As the Managing Director of a fast growing boutique PR Agency, I juggle a lot of responsibilities ranging from developing strategies, client servicing, media engagement to new business development and managing our team.

What challenges do you face?

Our biggest challenge at the moment is time management. It’s impossible to work 24/7 but it seems like that is the only way to get things done and keep the business running and our clients happy.

What’s the most rewarding part of your job?

Working with my business partners, Sarah Dudley and Roxanne Mukhi who are also co-founders of POP Communications. Running a business can be quite intense, but when you get to do it with your friends, it makes things bearable.

How has digital media changed the playing field?

For me, not much has changed as digital media has always been included as part of ongoing media relations. Despite the shrinking print media landscape, I think the relationship between PR and media has stayed exactly the same. We have always included digital media as part of our communications strategies.

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 don’t have the stats for this, but the majority of PR practitioners I have interacted with in the UAE are women, so maybe women are dominating the PR Industry in the UAE. If this is true, it puts the UAE in a unique spot as one of the only countries where majority of the PR leadership roles are occupied by women, which is great news! Hopefully, what this would mean for the community is that these women who are already in positions of power can nurture and empower young female PR practitioners.

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

I think these days an active social media presence is important for any brand whether B2B or B2C. Social media is a great way to showcase a brand’s services or product range – you can also directly engage with your target customers and be part of the online conversation going on in your industry. Another benefit is that it supports your SEO when people search for you or your products on Google through hashtag and geo targeting.

How would you describe yourself at work?

With me, what you see is what you get. When I’m at work, I just want to get things done and I have no patience for laziness and I expect the team to be on the same wavelength. This is why we only hire high performing individuals who are hardworking and have good work ethics. I can also be really funny and I think people find me entertaining.

Describe yourself in five words…

Hardworking, fun, deliberate, inquisitive and ambitious.

Who inspires you?

I am surrounded by a village of successful women who inspire me daily. I have also had the opportunity to work alongside some of the best PR professionals who have inspired me to work hard and never take no for an answer.

What’s your most overused saying?

‘Fab!’ and ‘Thank you!’

Five things you can’t live without?

My husband, phone, Deliveroo, Careem and Dr PAW PAW lip balm.

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

So many things! I wanted to be a Pharmacist, Writer, Poet and Fashion Stylist.

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

I would be working as a Journalist or Fashion Stylist.

What’s your favourite form of media?

I would say digital media. I spend most of my time reading blogs and on social media. My favourite blog is Jezebel.com.

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

As the traditional media landscape continues to shrink, all roads now lead to digital and we can’t wait a couple of years, it has to be now. Clients are no longer just satisfied with seeing their faces in tabloid magazines or newspapers. They need to be guaranteed exposure on the platforms that their customers consume the most these days, which are social media platforms.

In The Hot Seat – Caroline Dickin

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We chat with Caroline Dickin, CEO at Red Blue Blur Ideas (RBBi), who talks about her current role and offers her thoughts on the digital marketing industry in the Middle East…

Name: Caroline Dickin

Age: 33

Nationality: UK

Current job title: CEO, Red Blue Blur Ideas (RBBi)

When did you first arrive in Dubai?

In 2014, exactly four years ago

Where did you work prior?

I previously worked with LBi in the UK, where I held the role of Senior Digital Search Manager and later PPC Strategy Leader. I later moved to the UAE and joined RBBi as Director of Media and most recently held the role of Managing Director – Performance Marketing & Analytics.

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

In a lot of ways, there are a lot of elements that are very different from Europe. In particular, I found a greater spectrum of the level of knowledge – there are some really smart people here, but also I found that I was working with a lot of businesses whose understanding of digital was minimum. The proportion of the budget spent on digital was also lower vs offline.

Has your opinion changed much?

It has changed – but mainly because I’ve seen a lot of change in these four short years. Digital budgets are growing, and more and more companies we deal with have a proper digital strategy in place, which is great.

Tell us about your current role…

As the CEO of a Digital agency spanning UX, research, SEO, media and analytics every day is different – one moment I might be meeting a client to discuss their digital challenges, to scouting out the next rbbian to join the team, to even reviewing the balance sheet and developing our own marketing strategy.

What challenges do you face?

Working with businesses who don’t fully understand or appreciate the digital landscape means we spend a lot of time on education. Also, the market and therefore the talent pool is smaller – finding the right people can be a real challenge.

What’s the most rewarding part of your job?

Knowing that we are making a difference. We strive to partner with our clients to really understand their business challenges and objectives. In turn when we help them take steps to achieve their goals you really feel like their success is also our success.

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

To be successful in this day and age you need to have a user-focused approach throughout the business. Marketing is now more about conversations not pushing out messages. Attention spans have also reduced – if you aren’t engaging with your audience in the right way, or have less than optimal online experience, you are going to lose them.

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

It’s growing, but I wouldn’t say it’s taken over. Many businesses are cautious about negative sentiments, which often causes a roadblock.

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

Absolutely and it’s continually evolving. Gone are the Mad Men days of working on a single ad campaign for days at a time. Deadlines are tighter and with the plethora of data available, results are more readily available and therefore, expectations more demanding. It’s no longer just about having a great creative campaign, it’s more about understanding the technology, knowing how to turn data into action and having a strong strategy to personalise your message across your audience.

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

These days, most people use social media to some extent – so it’s become a critical element for most businesses. It’s also blurred the lines between marketing and customer service in a lot of ways – meaning that businesses cannot afford to not monitor what conversations are taking place on social channels.

What are the most common digital marketing mistakes companies make?

Trying to do what their competitors are doing rather than what is going to drive their business. I’ve heard too many requests such as ‘We need 50,000 YouTube views because our competitor does, or 100,000 website visitors. These are often not the KPIs that will drive your bottom line. And they can cause more damage than good – if you end up with thousands of followers, for example, without the strategy in place to be able to generate engaging content – you could end up with a less than favourable experience of the brand.

How would you describe yourself at work?

RBBi is more than just a job for me – it’s an integral part of my life and I’m acutely aware of the importance of trying to do the right things to help us realise our goals. Therefore, I try to stay disciplined. I’m also constantly looking for ways we can do things better – I’m always open to chatting with anyone in the business who has an idea or suggestion.

Who inspires you?

So many people – I tend to be more inspired by people I know than celebrities. My family and friends have been a huge inspiration to me and I’d have to also say that I’m inspired every day by everyone here at RBBi. It’s such an awesome group of people from so many different nationalities who, when they all come together, are able to do really fantastic work.

What’s your most overused saying?

“It will be fine”

Five things you can’t live without?

My mobile phone, my laptop, my pet bird, my bed and my friends

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

I think moving to Dubai and RBBi has been the most exciting thing. Experiencing a new city while joining a younger agency (RBBi was just 2 at the time), which I could really help grow was an immense challenge but also insanely rewarding.

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

I’d love to say something really interesting like travelling the world, but I don’t think I’m the kind of person who could be content without a project or challenge. I’d see myself in another small to medium business where I could really make an impact.

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

Depends on what time of the day it is – in the morning I’m most likely to be listening to things, on my commute to work reading and TV in the evenings.

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

As budget weight continues to move towards favouring digital I think there will be increased focus on data – understanding results, customer segments and moving towards more data-driven marketing strategies. Most brands and organisations want to ensure that they are squeezing the most bang for their buck from their marketing activity and becoming more data-led is the way to really achieve this.

In The Hot Seat – Rima Ali

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Instinctif Partners’s Senior Consultant, Rima Ali tells TMN about her current role and what she thinks about the PR industry in the Middle East…

Name: Rima Ali

Nationality: Palestinian

Age: 35

Current job title: Senior Consultant

When did you first arrive in Dubai?

December 2006

Where did you work prior?

I began my career in Dubai at Paris Gallery and in 2012, I joined Hanover Middle East where I took my first steps in the PR world.

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

It was a mixed feeling. I was impressed at how traditional media relations dominated clients’ requirements. PR is a powerful and tough job that can be fulfilling and disappointing. There was a huge misunderstanding by people outside the industry as the lines between PR, marketing and advertising are blurred. In general, it is an interesting industry where someone like me who started out fresh could learn a lot.

Has your opinion changed much?

Having been in the industry for more than ten years now, it is interesting to see the arrival of many highly skilled Arab PR consultants contributing to the professionalism and cultural diversity in many top agencies. Local insights, strong language skills and the ability to build firm relationships are all invaluable.

Tell us about your current role…

I am proud to say that I am happy working with Instinctif. It is a lovely place to work, the culture is great, the people are lovely and our ambitions are one. As a senior PR consultant, I support the day-to-day management of a portfolio of clients in the region, provide strategic advice, generate content in Arabic and maintain the relationship with the Arabic media.

What challenges do you face?

Like any profession, there are both negative and positive aspects of being a PR consultant. PR is not a magic stick and results can’t be seen rapidly. Clients are cautious about their spending and are becoming very demanding, but there are situations where we all need to be is patient before the positive results come our way.

What’s the most rewarding part of your job?

I live for the moments when my instincts are proven right. Getting introduced to new people and having the chance to learn new things on a daily bases is another rewarding part of my job.

How would you rather be contacted at work?

Phone calls. When a problem arises or when you need to understand your client’s point of view, having a conversation over the phone is ideal as things tend to be lost over emails.

How has digital media changed your role?

The rise of digital media has ramifications for every job and this requires all of us to be equipped with new skills to be up to speed with the changing career needs.

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

Nowadays, consumers have the privilege to communicate directly and react instantly. PR professionals must be ready to react quickly as social media is now becoming an essential part of any communications campaign. 

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

We work in a highly competitive environment and preserving PR ethics is important. Public relations is mainly about influencing people’s lives and protecting companies’ reputations and it is always beneficial to adhere to a single set of strong standards. We are lucky to be working in a very ethical PR industry in Dubai that encourages transparency, integrity and fair competition.

How would you describe yourself at work?

Mature, committed, accountable, sociable and honest.

Who inspires you?

The secret behind the far steps that I took and the triumphs I achieved is the marvelous man I call ‘dad’.

What’s your most overused saying?

‘Everything will be ok’. It is always essential to take things easy and think calmly as I do believe that there is a solution to every problem and nothing will last forever.

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

Having the pleasure of working with such talented people who believed in me and gave me the space to prove myself and be the person whom I am today.

Five things you can’t live without?

Family, true friends, my phone, my favorite books and of course my cat.

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

Patience. 

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

Something that involves communicating with people. I always wanted to be a social activist. I love engaging with people and listening to their pain, I have a flair for making them smile and have hope in their lives again.

What’s your favorite form of media?

From a professional perspective, TV is still playing a significant role in this part of the world. From a personal perspective, Facebook and Instagram.

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

In order to shine in the PR industry, you must trust your capabilities first and always be ready to face a whole set of new challenges every day. Also, it is very critical to understand the cultural sensitivities of the country you are working in.

 

In The Hot Seat – Neal Patel

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We chat with Neal Patel, Managing Director at Bruce Clay Middle East, who talks about his current role and offers his thoughts on the digital marketing industry in the Middle East…

Name: Neal Patel

Age: 31

Nationality: British

Current job title: Managing Director, Bruce Clay Middle East

When did you first arrive in Dubai?
Nearly five years ago and I quickly realised I needed to stock up on shorts and t-shirts!

Where did you work prior?

I have only had a few jobs in my career. I spent most of my time building my own business. The last role I had was with a start-up technology company that is now doing great things with artificial intelligence (AI) and is now a strategic partner of Bruce Clay.

What were your first impressions of the digital marketing industry in the Middle East?
To be honest, I was slightly shocked and on many occasions I still am. I found agencies selling solutions that were outdated to clients that didn’t know any better – which was pretty sad. I often found myself having some awkward conversations with people about technology and innovations I was accustomed to using years before, back home. Outsourcing was also very prevalent – which is not a business model I like. Clients should know their team and have access to them as and when they need.

Has your opinion changed much?
It has to an extent. There is a clear gap, which is widening, between agencies after a quick buck and those that are doing a good job and retaining clients year on year. This goes for small, local agencies and large multinationals.

Tell us about your current role…
I am currently the Managing Director of Bruce Clay, which is pretty exciting as we have massive plans for the agency. At the moment, I am restructuring the agency to concentrate on our core strengths – SEO, social media and PPC. This involves getting the right people in place as the foundation, then pushing on and getting results for the awesome clients we already have on the book as well as for those that want to win in digital spaces! It is definitely not easy running an agency, but I believe you can do anything with the right people and culture.

What challenges do you face?
The biggest challenge is talent, no doubt. I do not believe there is a lack of talent out there, rather the cost of that talent is something that remains a burden on any new or growing company. Competition in the market is also getting better, as agencies look at focusing their services, rather than taking on anything and everything they can get their hands on.

What’s the most rewarding part of your job?
Simple­ – building an award-winning agency with awesome people.

Is traditional media still relevant for effective branding in the region today?
To be honest, I am probably the wrong person to answer this – I have never worked with traditional media, but I will give it a go as I do get hit with traditional media.
I never pay attention to huge billboards on SZR, nor do I remember the last time I watched TV, other than for the football or to fire up Netflix. So, I can’t say these are effective, personally. I drive to work and listen to the radio – and I find this the most relevant and effective medium. I know I have personally listened to ads on the radio and performed an action.

This then brings me to why I don’t think traditional media is a very effective – attribution. Everything we do, digitally, needs to be and should be attributed or at least have some sort of key performance indicator (KPI) – ad recall lift for example. With traditional media, other than paying huge sums to research firms, you may struggle to attribute effectively, which poses a problem for me.

Has user-generated content (UGC) taken over brand promotion and marketing campaigns in the Middle East?
No, not at all – I don’t think that brands use UGC enough or even try to promote the generation of content from advocates. I see too many brands going down the route of influencers, which is not all bad, but I always ask about the impact and transparency of numbers – which is always a sticking point. It would be good to see more UGC strategies within campaigns – we always try to work these in where possible for SEO campaigns, which ultimately help build expertise, authority and trust for clients, something that is really important for better ranking and traffic.

How has social media in the region evolved over the years to become an integrated part of marketing today?
Within the region, social media has become a crucial part of any marketing strategy. All platforms have sky high usage, when we compare to other markets.
When I initially came to the region, social was really seen as a separate channel that could just stand alone, especially when PR companies were trying to take on social media accounts, but didn’t understand how to integrate business objectives into a successful social media strategy. Luckily, brands caught on and started using specialist agencies to support integrated strategies.

What is really great now is that agencies are starting to use technology available to them in order to take social experiences further – like us, where we are using bots with built in AI to provide life like conversations between brands and customers then leveraging data collected through pixels to take second stage communication to a much more personal level. The evolution still continues, but it is great to be in such a thriving region for social media!

What are the common digital marketing mistakes companies make?
The most common mistake I see is around attribution – not many clients take the time to understand what is working and what is not. After that, another fundamental mistake companies make is not picking the right partner. You don’t go to the butcher to buy vegetables. Finally, the worst mistake a lot of companies make is not owning their own digital assets or accounts. I really don’t understand when a client mentions they cannot provide account access to adwords for example, because the last agency won’t give it to them! You need to own your own assets and hold agencies accountable. The best agencies will always be willing to do this for you and even insist on it – like we do. We are pushing for a transparency within digital media, let’s hope it happens.
How would you describe yourself at work?
Firm, but fair and fun. I love a good joke and a meme!
Who inspires you?
Right now, Satya Nadella. What he has done to Microsoft is incredible and I especially love the way he went about his business – it was all about the culture, people and right product. The right people with the right culture will make your business and product thrive – I believe that 100%.

What’s your most overused saying?
‘Think’. I come across a lot of people that try to be ‘outside the box’, but the most effective solutions are the result of just thinking.

Five things you can’t live without?
Family, friends, pizza, phone and credit card.

If you weren’t in your current role, what would you be doing?
I am a finance grad and most of my early years were spent creating risk management programmes for financial markets. If I didn’t do a marketing rotation in my first role, I presume I would be in a cubicle somewhere figuring out some gammas and deltas no doubt.

What’s your favourite form of media (i.e; TV, radio, print, social media?)
Social media, 100%. It is a place where you can and should be you. If you follow my handles, you could never tell I am the MD of an agency. Or maybe you can?

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

The biggest thing I want to see is transparency – if nothing else and we are very much leading this change, to my belief. Other than that, I believe there will be a huge shift in where budgets are spent and measurement of their effectiveness will be questioned by all parties – if, as an agency, you cannot provide effective solutions, just stop, time is running out. All too many times I hear people talk about being efficient – “We will spend your money efficiently to get you results”, but so many things can be efficient without being effective – so there is going to be a shift in mentality in relation to this. Bring it on!

In The Hot Seat – Rob Chilton

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Team TMN catch up with Rob Chilton, Editor at Edgar Middle East who talks about his role and what he thinks of the media industry in the Middle East…

Name: Rob Chilton

Age: 42

Nationality: British

Current Job Title: Editor, Edgar Middle East

When did you first arrive in Dubai?

April 2013. Which feels like five minutes ago.

Where did you work prior?

I had two and a half fantastic years at What’s On Dubai. Before that I worked for entertainment magazines in London and New York. It was an endless whirl of celebrities, parties, red carpets and gossip – tough gig.

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

Everyone knew everyone, everyone had worked with each other and everyone was dating someone in the media. Not so much six degrees of separation, more like two. Plus, after working in London and New York, Dubai magazine teams felt small and stretched.

Has your opinion changed much?

Not really, only many of these media people have now married each other and had babies.

Tell us about your current role.

I write stories and interview people for Edgar in print and online. I also have an hour-long slot on Dubai Eye radio waffling about manly things. The pace is relentless and momentum is key in keeping the magazine ticking over. Turning a page from white to green on my flatplan is a huge, nerdy pleasure.

What challenges do you face?

I like that old quote from Rebecca West: “Journalism is the ability to meet the challenge of filling space.” It’s just me on the Edgar staff so I feel pressure to fill space, like any other magazine editor. Time evaporates and my heart rate speeds up as the end of the month nears, which is an addictive feeling. I quite like pressure, but I don’t enjoy chaos.

How do you overcome writer’s block?

1. Stop looking at my screen and gaze out the window. 2. Type any old rubbish, just to get my fingers moving – sometimes knowing what does not work helps me to know what does. 3. If I’m really stuck, which, thankfully, is rare, I go for a brisk walk around the block.

What’s the most rewarding part of your job?

Sniffing out a story. That’s been my number one pleasure of being a journalist since I started out as a reporter on TV Times magazine in London in 1997. Interviewing someone, probing and prodding, steering them to say a good line and then pouncing on it – I still find that exciting. Although with my knees it’s not so much of a pounce anymore, but more of a creaky lunge.

How would you rather be contacted at work?

A succinct email please.

What do you think of publications in the region?

Pretty good, considering the size of the teams and the time constraints. There are some excellent writers in Dubai media.

What role has digital media played when it comes to reader engagement in the magazine industry?

Attention spans have shrunk to a matter of seconds. People don’t actually sit and concentrate and read. It’s just picture, video, caption, picture, video, caption… To engage readers I feel stories must be interesting, clearly written and instantly accessible.

Has the region’s culture and diverse audience posed as a limitation or advantage in producing editorial content?

I welcome it. I know a lot more about the Middle East than I did before working here. I don’t see the region’s diversity as limiting editorial content unless I’m doing a story for Edgar about bars, when I must tread carefully, but there’s always a way round it.

What’s your pet PR peeve?

Phoning me two minutes after I receive an email invitation to chase me on it. If I can make it to the event and it’s relevant to Edgar I promise I will RSVP.

What do you think of media ethics in the region?

UAE media is a happy environment where nobody wants to rock the boat so I think everyone plays by the rules. When I worked in entertainment magazines we sailed close to the wind on many occasions because competition for sales was fierce and we had to beat our rivals. But in today’s media world selling copies isn’t so crucial anymore which means, by and large, nobody cuts corners or does anything naughty.

Describe yourself in five words…

Tall. Chatty. Happy. Always hungry.

Who inspires you?

Writers and broadcasters like Adam Buxton, Giles Coren, James Richardson, Amy Lawrence, William Boyd, David Dimbleby, PG Wodehouse, Henry Winter, Sathnam Sanghera, Claudia Winkelman, Barney Ronay. Away from writing, the majestic Patrick Vieira.

What’s your most overused saying?

“Yeah, sure.” And “Excuse me [insert name of art director here], do you have a second?”

Five things you can’t live without?

Tea. Travel. Swimming. Afternoon naps. My wife’s freckles.

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

When I was a little kid I once went into the bathroom of a fancy hotel in Dublin with my Dad and saw the attendant in a white dinner jacket, handing out towels, soap and mints. I came out of the bathroom and told my parents that was the job I wanted when I grew up. True story.

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

Maybe an English teacher, sports photographer perhaps. Or bossing the midfield for Arsenal.

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

I miss UK radio a lot. I love most magazines and newspapers, and the smell of the ink. Sadly it’s getting more and more of a nostalgic experience for me now. Reading the news on an iPad is ok and I think The Times online edition is brilliant, but I believe we all need to spend less time with tech and more time talking to people. Nobody just sits still, stares into the distance and thinks anymore. We all scuttle around, head down, mindlessly scrolling – and I think that’s sad.

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

Dive in, folks. Meet people, make friends, be polite, work hard and when you see an opportunity, grab it. There is lots of freedom and movement in UAE media so you’ll find an opening. If I can forge a media career in the UAE, anybody can.

In The Hot Seat – Rahman Risilia

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We chat with Rahman Risilia, Managing Director at MCG& and Kemisry HR, who talks about his current role and offers his thoughts on the media recruitment industry in the Middle East…

Name: Rahman Risilia

Current job title: Managing Director, MCG& and Kemistry HR

When did you first arrive in Dubai?

2015

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

Vibrant, fast and financially strong.

Has your opinion changed much?

Yes unfortunately. The industry is facing challenging times with global market conditions and the likes of Facebook and co. disrupting the market.

Tell us about your current role…

I see myself as a hands-on Managing Director. Still very involved in day-to-day recruitment, driving the growth of the brands (MCG&, Kemistry HR, Hopscotch and Ampersand) into different industries and strengthening our position as the leading agency within marketing, communications, PR, digital and Technology.

What challenges do you face?

We could be here all day! Managing candidates’ expectations when relocating from abroad and consulting with clients on how best to run a recruitment process, stands out for me.

What’s the most rewarding part of your job?

I do love it when we’re able to truly work with a client to determine exactly what they need through strategic meetings and fulfill the requirement. I must also say, seeing the progression and development of our consultants over time is extremely satisfying.

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

They’re definitely a good starting point. The levels of engagement on these platforms will determine how successful they can be. Not many recruitment agencies truly understand why and how to use them. LinkedIn recently named MCG& the most socially engaged staffing agency in the Middle East.

How effective is online recruitment advertising compared to traditional advertising for talent acquisition in the Middle East?

It’s hard to compare the two as their target audiences are different. Traditional advertising still receives a massive number of applicants but that doesn’t necessarily mean the quality is better.

What are candidates looking for?

Digital jobseekers want to work for innovative businesses that value the ability of digital to improve customer experience. They are not as focused on an organisation’s brand but want to know the details of the projects, the future for digital and what they can learn in a particular role.

What advice would you give employers?

Speed to market and realistic salaries remain the keys to success. However, throughout 2017 we found many employers were not meeting the candidates’ salary expectations, thus employers must act quickly and provide a positive recruitment process experience if they are to secure their ideal candidates.

What is the most common CV faux pas that you see today?

The big one that stands out to me is when a candidate’s CV doesn’t match their LinkedIn profile. That’s a red flag.

How important is a candidate’s online footprint when job seeking?

Now more than ever, the candidates’ online footprint is as important as their CV. You now see employers looking people up on LinkedIn, FB, Instagram and so on before the first interview stage. It’s a regular topic of conversation in our industry. You wouldn’t believe the horror stories I could tell.

Describe yourself in five words…

Ambitious, determined, obsessive, compulsive and focused.

Who inspires you?

My wife. Yes, I know it’s cheesy but she truly does. A mother of two, qualified Sleep Scientist reinventing herself as a Social Media Manager. A big thank you to Hopscotch ME for their support. Plus, she puts up with me…

What’s your most overused saying?

Where are the doughnuts?

Five things you can’t live without?

I have two. Faith and family. Everything else is manageable.

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

Can I say joining MCG? The entire journey has been exciting. It has had its ups and downs but never a dull moment.

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

To be given the power of a photographic memory.

What’s your favourite form of media?

TV wins that one hands down.

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

Running an advertising agency would have been the alternative, but being a football pundit would be nice.

How do you see the quality of candidates changing in the coming years?

Digital, Digital, Digital.

In The Hot Seat – Tariq Al Sharabi

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Team TMN catch up with Tariq Al Sharabi, Managing Director, Cicero & Bernay (C&B) who talks about his current role and offers his thoughts on the PR industry in the Middle East…

Name: Tariq Al Sharabi

Age: 42

Nationality: Palestinian, combining the heritage of Jerusalem from my mother and the warmth of Nablus from my father

Current job title: Managing Director

When did you first arrive in Dubai?

I’m proud to have been born and raised in Dubai.

Where did you work prior?

I began my career at a boutique local advertising agency in Dubai. During my time there, one of my clients was a PR agency and I worked closely with the General Manager, who informed me that I was in the wrong industry. Following his advice, I took a leap of faith and joined his agency in 2002, taking my first steps in the PR world. I started right at the bottom, worked my way up and later joined C&B in 2006. The rest is history.

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

I came into the PR world completely fresh so it took a lot of research to find my feet in the industry. At the time, PR was not yet fully-fledged in the Middle East and as far as I could tell it lacked any strategic influence. I could see that PR agencies across the world were having a real impact on important areas like public and government affairs, and I believed that Dubai was ripe for this sort of meaningful communication. The Dubai government was already setting an excellent example of how PR could be taken to the next level, and I knew that Dubai could serve as the ideal platform for an industry-wide shift in this direction.

Has your opinion changed much?

In the years since, PR has come of age in the Middle East. It was once considered an add-on to business as usual, but it is now a major part of any sound business plan, leading communication and playing an essential strategic role in helping companies to accelerate their growth ambitions, meet their business objectives and deliver ROI. Dubai has become a global hub for PR best practices and a model for how PR can drive business strategy.

Tell us about your current role…

I have been with C&B since its inception and as a result, I feel personally responsible for its long-term success. As Managing Director, I focus on developing C&B’s new business and affiliation opportunities to drive the agency’s growth, while continuing to enhance our client services with innovative solutions that go beyond traditional methods. I am responsible for adding value for C&B’s clients as we expand our portfolio and footprint locally, regionally and globally.

What’s the most rewarding part of your job?

I live for the moments when my instincts are proven right. A good idea can emerge in a second and in that instant you have a wonderful gut feeling that it is right and that it will work. When the campaign results justify this intuition, I find it hugely gratifying. Meeting new faces every day is another rewarding part of my job because I am a true people person; people are a constant source of inspiration and interest for me.

How would you be rather contacted at work?

You can’t beat the phone. To really chew over an idea, get to the heart of an issue or understand a client’s point of view, you simply have to talk. Taking a personal approach to communication is at the heart of our industry and I think much of that can be lost over email or WhatsApp.

What challenges do you face?

We operate in a very rapidly evolving industry and the main challenge is not just keeping up with it, but ahead of it. The pace of progress is relentless, particularly with digital transformation, which means that we are engaged in a constant battle to develop our know-how and stay ahead of the curve. At the same time, we need to remain highly attuned to shifting consumer behaviours. This is not just about following trends but instead about anticipating and setting them.

What do you think is the secret to successful leadership?

The word leadership always strikes me as very top down in character. It suggests that you are in front, ahead or on top of your team, but in my opinion true leadership is more about supporting your team from behind, beneath or within. If you are the captain of a ship or the cox of a rowing boat, you steer and support your crew from the back of the vessel, and I believe this is an important thing for leaders to remember.

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

I think there is a misconception that PR is somehow separate from the digital community, whereas the two actually work hand in hand. If anything, PR has become more relevant in today’s digital community, because digital transformation has significantly broadened the scope and impact of our work. In the digital era, PR has simply taken a different and more exciting shape by moving onto new platforms — this has given PR the potential to communicate in a more meaningful way than ever before.

In your opinion, what makes a PR campaign successful?

A campaign is successful when it changes lives. That may sound dramatic but it really is the crux of what we do because public relations begins with people. The change can be as simple as helping a customer to discover an offer or as important as helping them to find their dream home. Having an impact on real people is the measure of success in PR.

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

In our increasingly competitive environment, PR ethics is of paramount importance. This is particularly true in light of my answer to the previous question because at the end of the day, we are impacting people’s lives. In the UAE, we are fortunate to work in a very ethical PR industry that is characterised by sensitivity, honesty, integrity and fair competition. We like to keep it clean!

Describe yourself in five words

This is where I find myself instinctively reaching for my phone, because to describe myself I need more than five words — I need to talk to you.

What inspires you?

Dubai is my ultimate source of inspiration. I was born and raised here and I feel a deep pride in this city, which constantly amazes and challenges me. Its pulse, rhythm and ambition are driving forces in both my life and my industry; PR in Dubai is significantly influenced by the city itself and I enjoy this symbiosis.

What’s your most overused saying?

“Let me tell you something.” I don’t hear myself saying it but I’m told that it’s a recurring phrase in the office and my personal life. This makes sense because I always have an opinion or a story to share, and I guess this has become my ‘hook’.

Five things you can’t live without?

Life would be a struggle without Saturday night football, coming home every night to my daughters’ smiles, a good cup of mint tea, people around me and the standard of service that we all enjoy in Dubai.

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

From a professional perspective, I believe that TV continues to play a very significant role, particularly in our region. While print is losing ground, radio is also still highly engaging and always on, at least in the car. But let’s not forget digital media, which is the undisputed champion and will only go from strength to strength from here on in. From a personal perspective I would have to say TV because it offers a level of escapism that you just don’t get with any other media. 

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

This is an easy question because I had the privilege of working with Diego Maradona when he was the Head Coach of Al Wasl Football Club. The experience was surreal in many ways. I remember receiving a text from the club asking me to prepare for a meeting with Maradona in five days’ time, and honestly believing that it was a practical joke. It was one of those rare moments that a dream becomes reality, which was exciting for both me and the media. Unsurprisingly, attendance was high for those press conferences!

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

I would be doing anything that involves communicating with people. I love engaging, talking and sharing stories with people, and I have a flair for making them smile and connect with me. This is one of my defining characteristics and I believe it would hold true in any job, whether behind a counter, in a meeting or in front of an audience.

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

We are currently in an era of digital transformation and it is far from over. While we are mastering social media and enhancing our digital analytics, I believe there are new heights to be reached when it comes to mining the true value of big data for PR purposes. I also believe that PR will continue to strengthen its strategic role in businesses, where it has become the leading communication method for impacting the bottom line.

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

To thrive in the PR industry, you absolutely must be a positive people person. There is no room for negativity, pessimism or comfort zones in our world, and you also have to be ok with waking up to a whole new set of challenges every day. This is true of the global PR industry, but in the UAE we also need to add cultural sensitivity to the mix. To succeed in the UAE’s PR industry you have to understand the make-up of this country and the values of the people who live here. It is important to remind yourself where you are and develop a deep understanding and appreciation of the UAE’s unique culture.

In The Hot Seat – Jon Marchant

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Team TMN catch up with Jon Marchant, Managing Director at FP7/DXB who talks about his new role and what he thinks of the advertising industry in the Middle East…

Name: Jon Marchant

Age: 41

From: UK

Current Job Title: Managing Director, FP7/DXB

When did you first arrive in Dubai?

November 2017

Where did you work prior?

I previously worked in the UK with Big Communications and most recently with McCann Central, part of McCann Worldgroup before taking up my new role in the UAE.

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

I was pleasantly surprised by the number of clients I met who were striving to do brave, original and award-winning work.

Has your opinion changed much?

No, so far my first impressions have held true, which is great.

Tell us about your current role…

I’m responsible for the leadership and development of FP7 DXB’s business. I have inherited an extremely talented bunch of people and am looking forward to doing some awesome things in 2018.

What challenges do you face?

Lots! But that’s what gets me out of bed in the morning — continuing to hire the very best talent in the region, working out what to do with all this data we have access to, battling against the tough economical climate and ensuring FP7 remains at the top of the perch when it comes to creative effectiveness. 

What’s the most rewarding part of your job?

The daily pride that comes from leading the most effective agency in MENA and knowing we are doing work that consistently gets results for our illustrious client portfolio.

How would you rather be contacted at work?

I’m not fussy! Call, email or pop in for a coffee.

Is traditional media still relevant for effective branding in the region today? Absolutely there’s still a role. But the challenge remains how to ensure we have the optimum blend of media to achieve our clients’ measurable business goals.

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

It’s broadened our potential to do great things creatively! With a broader palette of digital platforms available and the ability more than ever to show genuine effectiveness for our efforts, — it’s an exciting time to be in this industry.

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

I wouldn’t look at it as differences, but as diversity. There is possibly no other region as diverse and exhaustingly astonishing as the MENA region! And that diversity is challenging but ultimately, very rewarding as it fuels unexpected and untapped creativity as well as content. The latest fame-generating Coca-Cola work from Egypt (for FP7 Cairo’s Line-Up Song), is a perfect example of how diversity and tapping into local insights and nuances can lead to disruptive content marketing.

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

MENA is one of the fastest growing and highest consuming regions in the world when it comes to social media. Creative expressions, freedom and the shared experiences have all fuelled this growth, along with of course the proliferation and penetration of smartphones. It’s no longer just a deliverable list in a brief, it is the hero content and the time now is to not just create content for social, but content that is social at heart.

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

For agencies, a renewed focus on creating work that matters and solves brands’ commercial problems, which is why we exist.

For clients and marketers, experiment and go for nervous. Keep a good ten percent of marketing and creative budgets aside for the unknowns – things brands don’t know about and things we as agencies don’t know about! That’s where some magical and transformational work will happen.

For all, stay more in touch with the constantly evolving world and create more work that’s data-driven, agile and relevant to everyday people.

How would you describe yourself at work?

Pragmatic, grounded results-orientated, brave. Honest and fair with colleagues. Passionate and professional with clients.

What inspires you?

Brave and bold clients. Clients that treat you as a genuine business partner and share their media data, consumer data and research with you, so we can deliver insight-led game-changing campaigns.

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

In the UK, I helped to grow McCann Central into the largest agency outside London and the largest McCann operation in Europe. We achieved 60% growth in three years. That was pretty special.

What’s your most overused saying?

If you want to go fast go alone, if you want to go far go together (used to emphasise the importance of collaboration and teamwork!)

Five things you can’t live without?

Family time, holidays, long runs, Apple Music and Google Maps!

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

Global Talent Scout for Manchester United!

What is your favourite form of media?

Ambient. McCann proved with Fearless Girl that if you get it absolutely right, even with a very low investment, the results can be spectacular!

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

Be enthusiastic. It’s not the easiest industry in the world. Work is dynamic, ever-changing and challenging, every day.

Be curious. We thrive on being aware of trends and on setting trends. So, it’s imperative to be open to the culture and the people we are living with as well as the communities we are operating in – spending time out in the real world, while in a job, helps wonders in being in touch with a constantly evolving world.

Be courageous. Firstly, strive to create brave ideas that will move people. Next, great ideas struggle for their survival every day. When you have a great idea, it is crucial to make sure there’s a logical case (that impacts both the brands and business) then go and sell it, until it is sold!

In The Hot Seat – Natalie Johnson

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

Name: Natalie Johnson

Nationality: British

Age: 28

Current job title: Founder, The Y Project

When did you first arrive in Dubai?

In September 2013, which feels like a lifetime ago.

Where did you work prior?

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

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

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

Has your opinion changed much?

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

Tell us about your current role…

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

What challenges do you face?

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

What’s the most rewarding part of your job?

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

How would you rather be contacted at work?

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

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

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

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

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

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

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

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

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

Describe yourself in five words…

Not afraid to break the rules.

What inspires you?

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

What’s your most overused saying?

‘Many thanks’ – it’s an affliction.

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

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

Five things you can’t live without?

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

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

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

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

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

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

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

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

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