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In The Hot Seat – Amy Brill

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

Name: Amy Brill

From: London, UK

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

When did you first arrive in Dubai?

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

Where did you work prior?

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

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

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

Has your opinion changed much?

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

Tell us about your current role…

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

What challenges do you face?

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

What’s the most rewarding part of your job?

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

How would you rather be contacted at work?

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

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

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

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

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

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

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

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

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

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

How would you describe yourself at work?

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

Describe yourself in five words…

Sociable, creative, passionate, honest and positive. 

What inspires you?

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

What’s your most overused saying?

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

Five things you can’t live without?

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

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

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

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

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

What’s your most used social media platform?

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

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

In the Hot Seat – Jared Carneson

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

Name: Jared Carneson

Age: 31

From: Johannesburg, South Africa

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

When did you first arrive in Dubai?

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

Where did you work prior?

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

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

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

Tell us about your current role…

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

What challenges do you face?

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

What’s the most rewarding part of your job?

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

How would you rather be contacted at work?

Email almost anytime.

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

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

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

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

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

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

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

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

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

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

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

Maybe lecturing.

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

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

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

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

In The Hot Seat – Dana Abdelhadi

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

Name: Dana Abdelhadi

Age: 33

From: Palestine

Current job title: Managing Partner at expose-communications

When did you first arrive in Dubai?

1988, a very long time ago!

Where did you work prior?

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

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

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

Has your opinion changed much?

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

Tell us about your current role…

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

What challenges do you face?

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

What’s the most rewarding part of your job?

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

How would you rather be contacted at work?

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

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

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

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

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

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

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

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

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

Describe yourself in five words…

Passionate, driven, fair, private and sleep-deprived

What’s your most overused saying?

Effortlessly chic!

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

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

Five things you can’t live without?

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

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

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

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

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

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

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

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

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

In The Hot Seat – Mitch Williams

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

Name: Mitch Williams

Age: 29

From: Johannesburg, South Africa

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

When did you first arrive in Dubai?

May 2013

Where did you work prior?

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

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

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

Has your opinion changed much?

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

Tell us about your current role…

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

What challenges do you face?

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

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

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

What’s the most rewarding part of your job?

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

How would you rather be contacted at work?

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

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

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

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

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

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

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

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

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

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

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

Describe yourself in five words…

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

What’s your most overused saying?

So many buzz words.

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

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

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

Obviously social and digital media.

What’s your most used social media platform?

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

In The Hot Seat – Sara Naja

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

Name: Sara Naja

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

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

Current job title: Associate Director

When did you first arrive in Dubai?

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

Where did you work prior?

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

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

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

Has your opinion changed much?

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

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

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

Tell us about your current role…

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

What challenges do you face?

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

What is the most rewarding part about your job?

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

What made you pursue this career path?

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

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

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

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

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

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

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

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

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

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

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

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

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

*sigh* If only that paid well!

What are the five things you cant live without?

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

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

How would you describe yourself at work?

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

What is your favourite social media platform?

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

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

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

In The Hot Seat – Richard Fitzgerald

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

Name: Richard Fitzgerald

Age: 33

Current job title: Managing Director and Founder of Augustus

When did you first arrive in Dubai?

June 2, 2012

Where did you work prior?

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

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

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

Has your opinion changed much?

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

Tell us about your current role…

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

What is the most rewarding part of your job?

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

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

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

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

What is your opinion on native advertising?

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

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

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

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

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

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

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

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

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

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

What is your PR pet peeve?

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

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

What is your preferred social media platform?

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

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

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

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

Describe yourself in three words…

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

What is your most overused saying?

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

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

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

In The Hot Seat – Dave Cleary

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

Name: Dave Cleary

Age: I forgot, need to check my passport

From: United Kingdom

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

When did you first arrive in Dubai?

1997

Where did you work prior?

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

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

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

Has your opinion changed much?

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

Tell us about your current role…

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

What challenges do you face?

Trying to do a good radio show!

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

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

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

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

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

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

What’s the most rewarding part of your job?

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

How would you rather be contacted at work?

On phone.

Describe yourself in five words…

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

What inspires you?

Travelling.

What’s your most overused saying?

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

Five things you can’t live without?

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

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

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

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

Traveling the world until I ran out of money.

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

Radio!

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

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

In The Hot Seat – Deveekaa Nijhawan

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We catch up with Deveeka Nijhawan, Complex PR and Marketing Communications Manager at Le Meridien Dubai Hotel and Conference Centre and Le Meridien Fairway, who tells Team TMN what she thinks about the PR and marketing industry…

Name: Deveekaa Nijhawan

Age: 27

From: India

Current job title: Complex PR and Marketing Communications Manager at Le Meridien Dubai Hotel and Conference Centre and Le Meridien Fairway

When did you first arrive in Dubai?

November 2009

Where did you work prior?

I previously worked with Dun and Bradstreet as Business Development Consultant, which gave me a good platform to understand the market, cultures and norms. Prior to that, I interned at Standard Chartered Bank and once worked part-time as a bouncer…that was definitely interesting and fun.

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

I happen to join the industry by chance and it didn’t take long for me to realise how much I loved it and wanted to continue pursuing it. The industry seems to be very glamorous and fun from the outside and don’t get me wrong it is – and that’s why I love it so much, but it is a lot of hard work as it’s a 24/7 job and basically your social life is non-existent. However, I have managed to make it work for me, as my friends are all in the industry so work doesn’t seem like work!

Has your opinion changed much?

The industry has evolved over time and with the current economic climate, we need to be more aggressive to attain a greater share of wallet. However, this makes it more interesting as I am always trying to find ways to be more creative, effective and efficient. I definitely work better under pressure and when I am told this is challenging to achieve, I am even more determined to deliver results and rise to the challenge.

Tell us about your current role…

I manage the PR and marketing strategy for the hotel, which includes promoting the hotel’s 579 rooms and suites, 24 conference and meeting facilities such as the Great Ballroom and 18 restaurants and bars. I also work very closely with local and international media publications, the Department of Tourism and Commerce Marketing (DTCM) as well as influencers to ensure the hotel is provided with exposure in relevant strategic markets aligned with the brand’s image. My role also includes working closely with the revenue optimisation and F&B team to develop concepts and campaigns to increase loyalty and share of wallet as well as leveraging insights shared by my media friends on customer trends and opportunities. I also work very closely with leading banks, airlines, event management companies and media houses in the industry to foster and maintain partnerships that will ensure the hotel remains as the customers’ preferred event hosting, dining and hospitality partner.

What challenges do you face?

My main challenge is time as there truly isn’t enough hours in a day – between attending several strategic meetings, maintaining regular dialogues with the media, briefing agencies, attending events and so much more, my days are always very packed.

What’s the most rewarding part of your job?

Meeting people from different walks of life and building lifelong relationships

How would you rather be contacted at work?

I love meeting people in person and I am available 24/7 by phone, though I do try to get some sleep in between.

Is traditional marketing still efficient in the UAE today?

In today’s environment, social media and online marketing are very efficient tools in generating immediate results, which can be effectively tracked. However one needs to leverage a mix of communication tools to achieve short-term and long-term strategies. Traditional marketing is still a very effective tool of generating brand awareness and long-term brand equity.

What role has digital media played in the hospitality industry in the UAE?

Digital marketing has become a cornerstone of a robust marketing strategy. In the hospitality industry, online reviews can make or break a brand’s reputation, as consumer-generated content is trusted to be more reliable than the traditional marketing tools. Social media, mobile and web marketing have provided us with access to a range of demographic and socio-economic segments, opening up new revenue streams. Google analytics and programmatic marketing tools can now provide us with extensive real time consumer insight and knowledge which helps in optimising our marketing efforts by being more relevant and personalised.

Describe yourself in five words…

Fun, lovable, passionate, problem-solver and efficient

What’s your most overused saying?

Darling and Sweetheart.

Five things you can’t live without?

Family, friends, food, phone and entertainment

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

I would say one of the most exciting aspects of my career was winning the Hotelier Middle East Award for the Best PR and Marketing in 2016, where being chosen out of 500 nominees in the MENA region was definitely surreal and a dream come true. It was a great validation for all my hard work and passion.

During my tenure I have had the privilege of meeting celebrities like Lionel Richie, Tom Cruise, Shah Rukh Khan, John Abraham, as well as attended fun events, launches and pre-openings where I met very interesting people from all walks of life.

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

I would be a travel blogger, as I love exploring new places, meeting people from different cultures and sharing stories and my experiences.

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

I am still old school in this aspect and love the feeling of going through a magazine cover-by-cover learning about the latest trends, news and gossip. So it’s print for me!

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

The industry is at a very interesting juncture whereby digital technology in the UAE is becoming increasingly popular with penetration of smart phone technology increasing at a rapid speed and people becoming more open to share their lives on an open platform. The use of social media in the industry would help in getting access to more people in more efficient and meaningful ways, especially in the hospitality industry which is a very visual and experiential one. It’s definitely an opportunity, but at the same time with information sharing becoming viral it will also be challenging from a PR perspective to ensure protection of the brand image as one poor experience can have devastating long-term repercussions if not managed effectively and swiftly.

 

In The Hot Seat – Joe Lipscombe

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Joe Lipscombe, Content Director at Memac Ogilvy tells TMN about his current role and what he thinks about the media industry in the Middle East…

Name: Joe Lipscombe

Age: Too close to 30

From: England

Current job title: Content Director

When did you first arrive in Dubai?

2012

Where did you work prior?

I was predominantly a freelancer from 2010 to 2012, working across a myriad of publications and websites. My favourite, oddly enough, was Cosmos (The Science of Everything, not the gossip mag), which was based in Australia. I was a cosmology correspondent writing about all things planets, stardust and interstellar explosions – you know, standard stuff!

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

I’m not sure it’s fair to summarise the Middle East media industry in one broad statement – that would be like asking, “What are Americans like?” There are far too many nuances and unique differences between each market here, which is part of the reason it’s so exciting to work in a regional organisation. My first impressions of the UAE’s media industry, at least, were similar to what they are today. Like any market, there remains a very broad spectrum of talent, but given the size of the market, it’s perhaps a little more obvious here than in some other places. I think its biggest issue is the young and talented journalists of the GCC vastly outnumber the older, more experienced journalists, which means mentors and true experts are hard to come by. For every Frank Kane, Mustafa Alwari and Robert Chilton, who truly knows their way around a paper or magazine, you’ve got a swarm of really talented journalists without access to these types of people. That’s not to say we don’t have incredibly talented journalists, communicators, designers and editors in the GCC – we absolutely do, but it does mean we end up seeing them come and go in waves. Once they’ve learned all they can from this market, they try something new elsewhere.

In terms of the industry itself, the good is its resilience in the area of print. By the same token, the bad is it has struggled to really announce itself in the digital area.

Has your opinion changed much?

That’s probably my general opinion (I’m struggling to remember my real first impressions).

Tell us about your current role…

My role is super fun. My partner, mentor and good friend Sami Moutran, the Director of Memac Ogilvy (MO), came to me with a vision of building a content studio that lives inside MO PR. When the digital world sprang to life, and platforms that allowed everyone to become broadcasters became the norm, reaching people through public relations completely changed. The goal of PR has always remained the same, but the methods needed to achieve it have matured. With that in mind, we needed to evolve slightly and begin offering new services at a higher quality. So we began building the content team, which is my baby, essentially. We focused on hiring people with more specialised backgrounds in writing, creation and production. Then, we placed it into the workflow process alongside our client servicing team, Voilà!

What challenges do you face?

Nothing extraordinarily different to anyone else in the region. As an agency there are some common challenges, and then some not-so common challenges you can’t predict. The three day-to-day challenges I face are making the most of our resources, trying to provide the best value for our clients and maintaining the high standards set by Memac Ogilvy & Mather (O&M) across the region (and Ogilvy globally).

What’s the most rewarding part of your job?

I could be quite predictable here and say when you see the impact your work has on people’s lives. Some of the stuff MO has done in the last two years has been truly transformational for people all around the world, from globally recognised campaigns such as UN Women’s Autocomplete Truth, to locally important ones such as RTA’s Back-Off Radio. But for me, I’m an ideas man, and to this day the most rewarding part of my job is sparring with my colleagues on new creative ideas. I especially enjoy being part of the creative process with people from other disciplines outside of PR, too. We’re a fully integrated agency, so we work closely with our activations and experiential partner, Geometry Global, as well as the digital marketing and advertising teams from Ogilvy One and O&M. So, you’re always working with talented people from different backgrounds, and with different skills, which means you’re always learning. The final rewarding part is travelling around the region and meeting clients and colleagues from other countries. Mark Jackson, Regional Head of Technology at MO and I recently ran a regional workshop on storytelling, which gave me the opportunity to meet people in other offices, and see what they’re up to. It’s incredibly beneficial (especially for someone without a communications or marketing background).

How would you rather be contacted at work?

Carrier pigeon would be cool or a puppy with a note.

What do you think of the quality of media publications in the region?

I’m a consumer first. So like any consumer, some things I love, some things I hate. I’m a huge fan of Edgar magazine, I think Robert Chilton, Editor-in-Chief of Edgar, has done an excellent job over there. Living in the labyrinth of glossy magazines in the UAE, you can really see the difference between the pretentious and the good. Edgar is an audience-first publication, which I like. Otherwise, though it’s biased to say, I still love picking up Bloomberg Businessweek Middle East purely because of its art. Steven Castelluccia, Art Director of Bloomberg Businessweek Middle East, is without a shadow of a doubt the best Art Director in the country today, which is why his covers appear everywhere from Cover Junkie to Adweek. He’s a genius!

What role has the rise of digital media played when it comes to content creation in the UAE’s media industry?

The digital space has influenced change in every aspect of content creation, from how you create it, where you put it, when you put it there and how you then analyse its performance. The biggest change the digital era has given us is that of consumer behaviour. We put it this way, the consumer used to be a dog. You could generally feed it what you wanted, when you wanted, and it would be very happy and loyal in return. Today, as consumers, we’re more like cats. Everyone thinks it can tame a cat, but in reality they don’t answer to anyone. Their loyalty can’t be easily bought, and they are as fussy as you can imagine. Therefore, we have to totally change the way we approach content creation. We have to use a number of methods to find out exactly what they want, how they want it and when they want it. Then we have to create something that’s as compelling as absolutely anything else available online. Because today, you’re not just competing with your industry rivals, you’re also competing with House of Cards, Game of Thrones, cats playing piano and anything else that lives in the same space as your content. That’s what digital has done, it’s created a level playing field for universal content wars. It’s actually awesome.

Have cultural differences in the UAE played a role in its media industry versus other regions?

Only in a good way. My Arabic Content Manager teaches me so much about the delicacies of the Arabic language, and my Regional Director, Saada Hammad, teaches me so much about building relationships in the Arab world. We have rising stars from Canada, Syria, Lebanon, Saudi Arabia, and pretty much anywhere else, so we are blessed with an ever-relevant point of view on the industry.

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

Well, there’s a question that could open up a can of worms. Both professions are working their way around new ways of operating in the digital space, so the collaboration between the two is changing as a result. I think we’re getting there.

Describe yourself in five words…

I wouldn’t dare. Better to ask my boss.

What’s your most overused saying?

“Is it lunchtime?” probably. Tied with “I disagree”.

Five things you can’t live without?

Radiohead, a tennis racquet, cat videos, vino (can I say that?), trolling jargon-lovers on LinkedIn.

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

With my instant likeability and good looks? An influencer, obviously.

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

Documentaries. My dream has always been to make documentaries. So much so, our cat is named after Louis Theroux, Louis Theroux Lipscombe The Cat, to be exact!

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

If I knew that, I’d be a millionaire.

In The Hot Seat – Hadley Newman

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Hadley Newman, Managing Director at Omobono Middle East talks to TMN about his current role and the digital marketing industry in the Middle East…

Name: Hadley Newman

Age: 37

From: London, UK

Current job title: Managing Director, Omobono Middle East

When did you first arrive in Dubai?

2006

Where did you work prior?

Prior to my current position, I previously worked with Publicis as Director from 2011 until 2013 and most recently with Cheil Worldwide as Regional Director from 2013 until 2016.

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

It struck me that digitisation was uneven across the region and that a handful of countries were noticeably taking the lead in social media and smartphone adoption. Like in many other markets, governments and businesses needed to move beyond traditional forms of business for the digital age. It was clear at that time, that the UAE would be one of those countries transforming the region into a leading digital economy.

Has your opinion changed much?

Not that much. The disparity between those countries in the region who have not yet fully embraced the digital opportunity and the leaders in the digital space, such as the UAE, Qatar and Bahrain, remains. The rich ambition and potential of the UAE positions it well for the accelerating forces of global change and so, with Qatar and Bahrain, it remains in a prominent place in accelerating digitisation across the region.

Tell us about your current role…

My role is to lead and grow Omobono’s regional presence, helping clients with the development of their B2B digital communication strategies to drive engagement with their key audiences such as, customers, employees, partners and stakeholders. We work to establish long lasting true-partnerships with our clients and having established Omobono’s fifth international office in Dubai, the first office in the Middle East, our best-in-class team continues to deliver some of the best specialised creative and strategic work in the region for our clients.

What challenges do you face?

The days tend not to be long enough.

What’s the most rewarding part of your job?

Bringing new ideas to life is the most rewarding part of what we do. The concept-to-delivery is made possible by the people that I have the pleasure to work with. Our aim is to only hire people that are better than us in their respective field and we seek to work with clients who understand the value of partnership.

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

It’s clear that Google analytics led the way for many years, but with today’s tools and algorithms we are now able to provide unparalleled customer insight like never before. We can now ask the right questions and access the right answers at the right times. The opportunities for businesses are endless and we are helping our clients realise this potential within their digital communications strategies.

Is traditional media still relevant for effective branding in the region today?

The media itself – yes, to varying degrees (by discipline) and for the time being. What is important is the understanding that we’re on an evolutionary journey and this region is well positioned to be leading the advance. Brands that do not fully embrace the latest technological developments and engage through new media are at risk. However, many of the processes from traditional media, research, analysis, translation in to the creative brief and the importance of message in the story we tell, are relevant and will remain so – even as the written word becomes increasingly dominated by video – and it should be noted that certain disciplines of traditional media carry a higher level of weight and credibility than many new media channels.

We’re at an exciting point in the journey from the Gutenberg press of the 15th century to today’s fourth industrial revolution. Today’s work on online audience sentiment analysis such as IBM’s Watson or cognitive technologies and natural language interfaces, including chatbots – as well as demands for mobile-first strategy, means that pressure for traditional media to remain relevant is growing.

Has social media taken over the marketing industry in the UAE?

Many of the global brands that we work with have social media as the principle target for their digital investment in the coming year. However, the split between social and other types of digital marketing is not great enough to state that it’s taking over. The UAE is now innately digital and increasingly social. The rapid adoption of social media in this market means that brands are now able to engage with people in more meaningful ways and the role of social media is paramount to achieving marketing goals for global business brands.

Describe yourself in five words…

Quirky, responsible, resilient, amiable, decisive…and rule-breaker

What’s your most overused saying?

“Yallah” which is particularly noticeable when I’m in Europe and catch myself saying it!

Five things you can’t live without?

The arts, books, eccentricity, my bike, pencils and satire – see my earlier answer.”

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

I’d be working in the field of diplomacy.

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

The future is exciting. Middle Eastern countries, most notably the UAE and Qatar, have ambitious and individual aspirations. Significant progress has been made to embrace the digital opportunity – with 78% of the population owning at least one smartphone and the penetration for UAE nationals rising to 85%. Compare this with the EU for example, where smartphone penetration is not expected to reach 68% until 2018 and that social media adoption in the UAE is over 70% (which is higher than the US). We will see continued ownership transfer of content and stories from brands to audiences as investment in the production of content and sharing stories is becoming less relevant for brands in the challenge of authenticity. Finally, interest in cognitive technologies and natural language interfaces will increase and will be one of the most interesting developments in my opinion.