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In The Hot Seat – Jonathan Shillington

Jonathan Shillington, Managing Director at Grayling Middle East, offers his advice to leaders in the communications industry and discusses how agencies must adapt to their environment in the Middle East…

Name: Jonathan Shillington

Age: 45

From: United Kingdom

Current Job Title: Managing Director, Middle East, Grayling

When did you first arrive in Dubai?

I have worked in Dubai since 2012, but only fully moved here in June. I am currently getting to know Dubai from a different perspective as a new resident, with my family – which is very different from flying in and out for work!

Where did you work prior?

I was Managing Director of Grayling’s business in Qatar, and for several years led an embedded team of advisers at Qatar Foundation’s communication directorate. Before that I was the head of Grayling UK’s Corporate and Financial practice in London. I started my career in London, working in marketing for a fund management company.

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

Coming from London, which has such a diverse, investigative and questioning media tradition, it did take a while to understand and appreciate some of the differences in the two media landscapes. What works in London does not necessarily work in Dubai, Doha or Muscat. Too many expats come here expecting to impose their home country’s ways of doing things, without taking the time to develop an understanding of the cultural differences and attributes of each country in the GCC and wider Middle East.

How has your opinion changed?

As economic conditions have become tougher in the last year due mainly to falling oil prices, communications and marketing budgets have tightened across the board in the GCC. Organisations are demanding more and more from PR – and are having to really demonstrate the tangible benefits of communications to their boards – usually in terms of proving how it is ultimately benefiting the bottom line. Helping clients to gain an increased share of voice by comparison to their competitors for the right reasons is key to what we do. This isn’t about lots of press releases every week or social media posts every day, but it is about ensuring the delivery of really great content and developing real understanding and relationships with people. This is about listening to and talking with your audiences as well as being as transparent as possible about how you conduct your business.

Tell us about your current role…

I am the Managing Director for Grayling’s business in the Middle East – responsible for all aspects of our PR business in this region. Absolutely key to what I do is making sure we provide the best possible service to our clients. We have long established offices in Dubai and Doha, and last year we opened an office in Muscat. Last week, we signed an exclusive affiliation agreement with PGt Advertising in Tehran, which is an exciting development for us as Iran becomes increasingly open for international business.

What challenges do you face?

You have got to be able to multi-task and keep calm under pressure. When I started out in the mid-90s you would tend to finish work at 6pm and that would be it until the next day. Now it is pretty much non-stop – you are on call 24/7. If you are not able to check your emails in the evening and on the weekend, PR probably is not the right career for you.

At the same time you have to be disciplined about organising your time so you can manage a decent work/life balance. You have certainly got to be flexible, as you never quite know what each day will bring, no matter how much you plan ahead!

What’s the most rewarding part of your job?

Doing great work for clients, which is acknowledged by them is always fulfilling. At the same time, seeing our advice or work actually make a difference in terms of the desired outcome for the client is also very rewarding. Working with a team of people that are positive, keen to learn and willing to go the extra mile for the company and our clients is also key. We are lucky to have an incredibly bright, talented and diverse team here at Grayling, and a really positive and respectful culture – which is actually not as common as it should be, agency-side.

What do you think is the secret to successful leadership?

Leaders should not only be prepared to take responsibility and make difficult decisions, but they should also empower their teams, rather than micro-manage them. Being approachable and doing, not just talking, is also so important. Providing clear guidance on what is expected of your team and what the company is trying to achieve is also vital. People need to understand what they are working towards, and how the business is performing. I try to encourage colleagues to come forward with ideas and, if necessary, question things that they don’t feel are quite right. Everyone should have a voice and feel they are valued and respected.

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

Read a lot. make sure you understand the media landscape across the country and develop your writing skills either in Arabic or English (or both, if possible!). Get creative with your job applications, and be tenacious. Do not just email over your CV. Do your research on the firm before contacting them and find out what they are working on – and think through how you can actually help them in a way that will get you noticed. It is all about getting your foot in the door. Once your foot is in the door and you do a good job, you will be up and away.

Katch International Appoints Engagement Director

Communications agency Katch International has appointed Vix Machin to the role of Engagement Director. With over ten years of experience in PR, events and marketing within the MENA region as well as Europe, Vix has worked with local and international brands including Lionsgate Films UK, StudioCanal, Burj Al Arab and Shangri-La Abu Dhabi. In her new role, she will work across a number of accounts, head up the PR team and work hand in hand with the company’s founder, Georgie Woollams.

“We’re very excited to have Vix on board at Katch as she brings both local and international experience to head up the PR team,” says Georgie Woollams, Founder and Managing Director, Katch International. “Vix has a great reputation amongst her piers and continues to grow as a valued member of the communications landscape in the UAE.”

Vix adds “Katch has an excellent reputation in both Dubai and London. The team is responsible for so many success stories in the UAE and I’m so happy to now be a part of it. Katch works across so many sectors from consultation to events to digital and design as well as communications and I’m very eager to grow my experience across them all.”

CNC and Capital MSL to merge

CNC – Communications and Network Consulting – and Capital MSL, have announced their intention to merge. The combined consultancy will adopt the CNC name and offer clients a stronger international network and broader advisory capabilities. This step will considerably strengthen the overall group offering, as well as add a prominent Middle East and emerging markets presence – including offices in Abu Dhabi and Dubai – to CNC’s network.

The new CNC will begin operations on January 1, 2015, with 11 offices in eight countries working on more than 200 mandates globally. It will continue to offer a broad range of integrated strategic communications services, including financial and corporate communications, reputation management, crisis and issues management, internal and change communications and public affairs. As part of the MSLGROUP network, the combined operation will leverage the skills of strategic and financial communications sister consultancies, such as Kekst & Company in the US and JKL in the Nordic region, in addition to expanding its presence in Asia and Latin America.

Richard Campbell, Founder and CEO of Capital MSL and Roland Klein, currently Managing Partner of CNC London, will be joint Managing Partners in London as well as overseeing the growth in the Middle East. Claire Maloney and Nick Bastin, both shareholders and Managing Director’s of Capital MSL, will become Partners in the new firm, alongside the existing 10 Partners in the CNC Group.

“Since Publicis Groupe’s acquisition of CNC in 2012, it was clear that not only did we advise clients around similar issues, but that we also had the same vision for the future,” says Richard Campbell, Founder and CEO, Capital MSL. “It makes strong strategic sense to combine the two networks to create an impressive international organisation of real scale, serving our clients as their most trusted advisor. After a successful and highly enjoyable thirteen years of growth as Capital MSL, we are convinced that this is the right step for our colleagues and clients, helping them to realise their own ambitions on a more international stage and in a more complex communications environment.”

PRWeek UK Awards 2014 announce shortlist

The shortlisted entries for the PRWeek UK Awards 2014 have been revealed. The panel of judges will announce winners from the following categories  – Campaigns, Production & Promotion, Corporate & Public, People & Agencies and awards to be announced on the night, which include Lifetime Achievement and Campaign of the Year – sponsored by 4mediarelations. Included in the Peoples & Agencies category is the International Consultancy of the Year award, for which FleishmanHillard, Golin, Ketchum, Lewis PR and Weber Shandwick are shortlisted.

The winners will be announced on 14 October, in a ceremony at the Grosvenor House Hotel in London.

 

LylaLovesFashion relaunches with new look

In celebration of its fifth anniversary, Middle East fashion, beauty and lifestyle blog, LylaLovesFashion.com has relaunched with a new look. Visitors can expect a new layout and user friendly navigation plus posts in Arabic, making LylaLovesFashion.com the first dual language blog in the UAE.

“After five successful years of LylaLovesFashion.com, I felt it was time to take it up a notch,” says Zahra Lyla Pedram, Founder and Editor, LylaLovesFashion.com. “After all, in an industry that changes every season, it is vital to keep up with the trends. The addition of Arabic was a natural move, since the blog is based both in Dubai and London.”

Ben Rossi bids farewell to CNME

Computer News Middle East (CNME) Editor Ben Rossi bids farewell to CPI Media Group and its flagship magazine title this week as he prepares to leave Dubai for his new editorial role in London. Ben joined CNME – the Middle East’s leading technology publication – as Sub Editor in January 2012 and was promoted to Editor in August 2012 at the age of 23. This Thursday will mark his last day at the title.

Ben commences his new role as Editor of Information Age print magazine and online publication on November 4, 2013. Information Age is the UK’s leading monthly IT publication.

“I owe a lot to CPI for giving me the opportunity to be the editor of its flagship magazine at such a young age,” says Ben. “It was a great honour being able to put my stamp on a brand and title as superb as CNME. CPI is a fantastic publisher to work for and it will be very sad leaving having made some great friends at the company. I’ve had a terrific time in the Middle East, but am now looking forward to my new challenge at Information Age in London.”

Computer News Middle East (CNME) is now seeking a new Editor. Anyone interested can contact cnme@cpimediagroup.com.