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In The Hot Seat – Nicole Suter

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Team TMN sits with Nicole Suter, Managing Director of Djembe Communications, offers her thoughts on the role of digital media and the PR industry in the Middle East…

Name: Nicole Suter

Nationality: Swiss

Age: 38

Current job title: Managing Director, Djembe Communications

When did you first arrive in Dubai?

2005

Where did you work prior?

I previously worked at the UN High Commissioner for Human Rights in Switzerland and in the UAE, I worked as Account Manager at Golin Harris, Communications Manager at Legatum, Account Director at Weber Shandwick and most recently held the role of Regional Director EMEA at Djembe Communications.

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

That it is an interesting, multi-facetted industry where someone like me who started out fresh could learn a lot.

Has your opinion changed much?

No, not at all. I think with the Middle East and particularly Dubai, becoming an international hub, it is more important than ever for organisations, both local and international ones, to focus on their reputation and communications. Which is why I think this industry remains very interesting and challenging.

Tell us about your current role…

I am leading an international team across offices in the Middle East, Africa, Europe and North America. My role is very diverse in that I strategically advise clients, drive our growth by generating new business leads and ensure we as a consultancy offer our clients best in class capabilities and expertise. It is very exciting for me to interact with a team of drummers with local expertise in UAE, Angola, Mozambique, Nigeria, Ghana, Morocco, Switzerland, United Kingdom and the USA.

What challenges do you face?

The challenges of entering and setting up a business in the Middle East or any region for that matter, are manifold and range from understanding the culture, approach to business and becoming familiar with procedures, processes and key stakeholders. It was imperative for us to understand the market and adapt our market entry strategy accordingly to ensure we have a successful start to our operations in the Middle East.

What’s the most rewarding part of your job?

Witnessing every day how such a diverse team of people can deliver great work.

How would you rather be contacted at work?

Through email, phone, our website or social media channels. Our channels of communication vary and are always open.

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

Megabrands and smaller companies alike are harnessing the power of user-generated content by mobilising their audiences in social sharing, both on and offline. I would not say it has taken over yet but it has definitely added great value and created another reference point for consumers today.

Has the Middle East’s diverse audience posed as a challenge or advantage in PR today?

I think it is a challenge in that we as communicators need to make sure we address this diversity, so it is a positive challenge and an advantage at the same time for brands to speak to various stakeholder groups.

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

Digital media has become very important and a source of information, news and opinions that is readily available and spreads globally within a very short period of time. Smartphone penetration is incredible. It has brought a new dynamic to the communications industry and key actors. We have seen that African companies are increasingly adopting social media as a tool for business growth and, supported by increasingly reliable broadband infrastructure, it is becoming a core part of the innovation eco-system. That eco-system also includes a nascent app and web development industry. Collectively we are seeing the growth of an exciting new digital age in Africa that is proving to be attractive to the region’s young population and creative minds.

How would you describe yourself at work?

Focused, driven, organised but also in need of a laugh once in a while

What inspires you?

I can’t name one thing, it is often the unexpected – a different opinion or view for instance, that inspires me to think or act differently.

What’s your most overused saying?

‘We need a plan’ and ‘Let’s get the job done’.

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

There are many but overall, I would say the exciting places my work has taken me to over the years.

Five things you can’t live without?

Definitely, my two sons, the rest is materialistic and shouldn’t be so essential.

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

Shortening travel times to a few minutes.

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

I would have loved to have been a criminologist or profiler.

What’s your favorite form of media?

As communicators, we have to consider all channels, always. I access news on my tablet as I’m always on the go and depend largely on social media for latest news. I also depend on TV while at the airport waiting to board.

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

Clients have embraced digital and we have fewer clients giving us traditional briefs. Digital and social media continue to prove essential channels for brands looking to engage with their highly connected audiences. We have also noticed that clients are looking at consultancies to advise them on campaign PR as opposed to regular one-time activity or solutions. In terms of professionalism I think we can always do more. Evaluation is still to come of age, but again the inclusion of social and digital elements, including paid media, into many mandates is starting to finally force through the changes we needed to all see in this area too. We have also seen that the importance and impact of online influencers have grown and will keep growing, however there will be more emphasis placed on ROI, measurement and earned equity. With the Middle East and Dubai continuing to become a regional and international hub, the industry will also become more sophisticated and adapt international best practices even more.

Cicero and Bernay expands into the MENA region

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Public relations consultancy, Cicero and Bernay (C&B) has signed a strategic affiliation with Sudanese-based company, Katia International as a part of its expansion plan into the MENA region. The partnership will see C&B build on its expertise in the Sudanese market through the provision of PR services, on-ground support and development of targeted communications as well as PR strategies that caters to the region. The affiliation will also see Katia International lend C&B important insights while it expands its regional influence and ensure both companies collaboratively exchange best practices to further professional development.

“This is part of our wider strategy to enhance our MENA presence by expanding to all Arabic speaking countries, strongly building a regional and global network of communication experts, offering our services to multinational corporations, and increasing our diverse portfolio of clients,” says Maysa-Jana Atoui, Director of Business Development, C&B.

New Group CEO at Grey MENA

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Global communications agency, Grey Group has appointed Kamil Kuran to the role of Group Chief Executive Officer of Grey MENA. With a wealth of experience in the advertising industry, Kamil previously worked with Leo Burnett MENA, having joined since 1998 as Regional Planning Director – MENA and most recently holding the role of Regional Planning Managing Director – Levant, where he was responsible for the planning, function and lead on major client accounts as well as taking on the lead for regional training. In his new role, he will report to the Chairman and CEO of Grey Group Asia Pacific, Middle East and Africa, Nirvik Singh and oversee all of Grey’s operations across the MENA region.

“Grey has built a great reputation over the years and I am looking forward to joining the network at an exciting time as it happens to be Grey’s centenary year too,” says Kamil. “The region has a lot of potential and we have plans to make a genuine difference here. Plans that will not only give Grey a bigger footprint in the region, but will also give our clients a creative edge and significantly more offerings.”

OSN wins Media and Marketing Company of the year

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MENA-based entertainment network, OSN has been named Media and Marketing Company of the Year at the Gulf Business Awards 2017. The awards aim to celebrate companies and business leaders across nine industries including tourism, media and marketing and recognised OSN for its leadership position in the entertainment industry across the region.

“It is a privilege to be honoured with this remarkable distinction from industry leaders as the Media and Marketing Company of the year,” says Martin Stewart, CEO, OSN. “This is a true testament to the passion and dedication of the OSN team to delivering premium content in MENA and in leveraging the power of digital technology to engage with our customers.”

In The Hot Seat – Stefanie Fernandez

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LinkedIn’s Head of Sales Solutions MENA, Stefanie Fernandez tells TMN about her current role and what she thinks about the sales industry as well as the concept of social selling in the Middle East…

Name: Stefanie Fernandez

Age: I just celebrated a milestone birthday, but you’ll have to guess which one!

From: I was born in Germany, but brought up in an English and Spanish household in Birmingham, UK.

Current job title: Head of LinkedIn Sales Solutions MENA

When did you first arrive in Dubai?

I first visited Dubai in 2014, before moving here officially in 2015.

Where did you work prior?

Prior to joining LinkedIn, I worked with Cisco Systems, Hewlett Packard Enterprise and Verizon Business. In 2011 with an aim to change my career direction, I joined LinkedIn and worked in several roles including Senior Account Executive – LinkedIn Talent Solutions, Sales Manager-Talent Solutions – SMB – UAE Territory, and most recently Head of Sales – Search and Staffing Division MENA.

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

My first impression was that there was a preference for the more traditional methods, but there were also plenty of forward-thinking organisations that were open to having conversations and looking at alternative routes. Being in the Middle East is like a form of education, but it also provides an opportunity for us at LinkedIn to educate others.

Has your opinion changed much?

My opinion has continued to change as I see the acceptance of the digital landscape change, which is happening fast. You have to be versatile, adaptable and open to change.

Tell us about your current role…

After six years of working with our flagship product line, Talent Solutions, I decided to diversify in terms of experience at LinkedIn and move to our newer brand, Sales Solutions. The MENA team was launched in 2015 and has steadily grown to a fully-fledged end-to-end sales organisation that covers the entire MENA region. My role is to ensure that social selling becomes more than just a concept in this region and more the norm for selling.

What challenges do you face?

The sales cycle can often be longer with a lot more education required than in more established geographical regions, but because the concept of social selling is still relatively new in the MENA region, and compared to the conversations we were having two years ago, we are seeing a faster take-up rate with some significant logos on board.

What’s the most rewarding part of your job?

Definitely working with the immense talent we boast of in our workplace. Particularly watching people who are still fairly early in their career start turning into highly skilled, well-rounded professionals.

How would you rather be contacted at work?

That’s a difficult one, but I would say the classic channel – email.

How has digital media impacted media buying and selling today? Does print still have any role?

In traditional markets such as the Middle East, there is still a place for print, but it will continue to reduce. Targeted information, which is delivered online especially through mobile, is the direction in which the world is heading now.

Why do you think the Middle East market has become a target for an increasing number of international retailers?

It is recognised as a central hub and widely known as an area where trade is successfully completed. It is also extremely central from a geographical point of view as we see business in the East increasing.

Is traditional sales methodology still effective today?

I would say it is less effective. Social selling is what I predict most successful sales organisations will end up with. Customers are less likely to pick up the phone these days for unscheduled conversations and most people have never reacted positively to cold calls, especially now and in this region where many people have multiple phones as well as various ways of fielding how they receive their information. LinkedIn’s Sales Navigator solution allows companies to make meaningful connections with their target audiences by the means of warm introductions and relevant insights.

How can salespeople be more effective in the region?

Have a strategy that ensures that you know exactly when, how and to whom you will be reaching out to, and use tools that allows you to utilise tactics that ensures you’re not shooting in the dark, but rather making a deliberate, well-informed approach.

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

I prefer to talk about sourcing the best talent that will be a long-term asset to your organisational culture and success. Social platforms are not the only way, but they are real-time and consumption of information through these channels are steadily on the rise. Could an organisation build their entire talent acquisition strategy based on social? Definitely, yes!

Who inspires you?

The people I work with every day. I have the luxury of working with some of the brightest talents globally and they make sure I stay on my toes.

What’s your most overused saying?

I’ve been told that I say ‘literally’ a lot.

Five things you can’t live without.

Music, my cat who I adopted a year ago, being able to stay in touch with my friends outside of Dubai, my fiancé and Kate Spade handbags!

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

Moving to Dubai and changing roles three times in three years. So representing the dynamic nature of this city!

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

On a boat in Southeast Asia working with a marine conservation project, rescuing seahorses from extinction.

What is your favorite form of media?

TV! I remember many seminal TV moments watched at home on the sofa with my family and then talking about them the next day at school or at work.

What’s your most used social media platform?

LinkedIn, obviously followed by Instagram. I love taking pictures and most recently set up an Instagram account for my cat – she’s way more popular than me!

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

It will continue changing as fast as sales organisations adopt more technology and with the concept of social selling. If we do everything right here at LinkedIn, I would hope that our contribution to the social selling cause will be of significant value.

Five Minute Focus – MENA Effie Awards 2017

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With the MENA Effie Awards coming up, Team TMN sits down with Alexandre Hawari, Co-CEO at Mediaquest, to find out what to expect from the upcoming event…

When is the MENA Effie Awards 2017 and where will it be held?

The MENA Effie Awards will take place on November 15, 2017 at The Pavilion, Armani Hotel, Dubai.

Tell us about the concept behind the Awards…

Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. The Effie network works with some of the top research and media organisations worldwide to bring its audience relevant and first-class insights into effective marketing strategy.

Launched in 1968, the Effie Awards program honours the most effective advertising efforts and is known by advertisers and agencies globally as the pre-eminent award in the industry. The Effie Awards celebrates effectiveness worldwide, by continually raising the bar through the Global Effies and the Positive Change Effies, as well as regional programs in Asia-Pacific, Europe, the Middle East / North Africa, North America, Latin America and more than 40 national Effie programs.

As a Co-CEO at Mediaquest Corp., why did you feel the need to launch the Effie Awards in the region?

The region is transforming and we needed to acknowledge and celebrate the people and companies that are helping in this transformation. Hence, in 2009, we joined forces with the world-renowned Effie Worldwide to become the GEMAS Effie MENA Awards, which are now called MENA Effie Awards.

Today, the Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry that recognises any and all forms of marketing communication that contribute to a brand’s success.

What are the challenges you face to make each year’s MENA Effie Awards different and meaningful?

The one factor that makes the MENA Effie Awards stand out as an award program is our transparency and credibility of the awards, which is something that is of utmost importance to us and we need to ensure it is well respected.

We work with some of the top research and media organisations worldwide to bring the audience relevant and first-class insights into effective marketing strategy.

Can you give us some details about the nomination process?

Simply log on to our website, menaeffie.com for full details on how to submit your entry.

Do you have any feedback or tips for submissions, to help them stand out?

The most fundamental question judges ask of an Effie submission is, ‘How persuasively have the authors made their case?’ – followed closely by ‘What were they trying to achieve and how ambitious were they in the first place?’

Entrants need to review and understand the criteria on which the questions are based in order to be able to answer the fundamental questions judges ask. There are some common mistakes that entrants make, such as the following, which need to be avoided.

  • Results/data not referenced
  • Case study needs
  • Agency name or logos published on the entry form or on the creative materials
  • Including results or competitive work/logos on the creative reel
  • Failing to follow the formatting requirements
  • Missing translation

Judges read so many cases at one go, so they are looking for a case to be coherent and also to ensure that entrants have managed to state their objectives, ideas and key performance indicators (KPIs) clearly for them to be able to judge. Most importantly, for the results, judges look for direct correlations between real objectives and results and to check that they are properly sourced.

The more precise and relevant the documentation, the stronger the case, and the higher chances entrants have to win.

Who will be judging the entries for the MENA Effie Awards?

Being an Effie judge is one of the toughest jobs because as a judge you are not only raising the bar for the industry by the winners you select, but you are at the same time sending a message to the industry on different levels about marketing effectiveness. Due to this very reason, the judges who are on the panel are marketing veterans from the industry, chief marketing officers, vice presidents, marketing directors/managers, corporate communications and brand managers. The MENA Effie Awards are also focused on enhancing learning in our industry and what better way to do that than to have the industry as part of the jury panel?

Can you tell us more about the awards/categories themselves?

The categories are decided based on the judges’ feedback and depending on how the market is transforming. Based on that, the categories are divided into three segments, Product and Services categories – these categories speak to the overall industry, while Specialty categories are designed to address a specific business situation or challenge and then you have Shopper Marketing, which is for integrated campaigns that were specifically designed to engage a target shopper.

What has been your advertising strategy in the region?

The event targets the marketing and advertising industry in the MENA region. It was extremely complicated to find a cost-effective way to reach this sector, so we relied on many different approaches, such as direct marketing and advertisement in print media, as well as regular above-the-line advertisements, digital advertisements and social media campaigns.

What is the reaction you expect, following the event?

The Effie Effectiveness Index identifies and ranks the marketing communications industry’s most effective agencies, advertisers and brands by analysing finalist, and winner data from Effie Worldwide competitions. The greatest result following the MENA Effie Awards would be how the MENA region brands and agencies stand out and make their names along with the global players and for more great work coming out of the region.

FP7, an agency from the MENA region, has been making its name in the global index for two years in a row and doing better than its global offices.

Can anyone attend the awards ceremony?

The event is open to the marketing and advertising industry across the region, as well as agencies who work along with the clients on their marketing campaigns.

What does the future hold for the MENA Effie Awards in the region?

As an awards program, the MENA Effie Awards have already made its mark in the industry as the Oscars for the marketing industry.

What we now aim for is MENA Effie to become a network for the marketing industry through programs, insights, videos and white papers on effective marketing and other key educational and learning tools focusing on sharing insights on the principles of effective advertising and marketing communications.

Ahmad Itani named top 50 Game Changers of PR 2017

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Ahmad Itani, Chief Operating Officer at Cicero & Bernay Public Relations (C&B) has been recognised by PR News as one of the Top 50 Game Changers of PR for 2017. The Top 50 Game Changers of PR is a global ranking that celebrates individuals who have been accelerating the expansion and growth of brand communication across the world. The list honoured Ahmad for his leadership role in C&B and for pushing the boundaries of communication to new heights, as well as extending beyond traditional media to reach out to new contributors that would enhance the MENA network capabilities.

“It is both a great honour and a great responsibility to appear on this list – not only to be representing the MENA region and to rank among global PR powerhouses, but also exciting to be charged with continuing to making a real difference in our industry – locally and globally,” says Ahmad Itani, COO, Cicero and Bernay Public Relations.

Grey Group makes new acquisition

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Global communications agency, Grey Group has completed its acquisition of a majority stake in hug digital, an independent digital marketing agency. The acquisition aims to provide additional benefits from the digital technology and local expertise of hug digital to Grey Group’s clients from across the globe. The acquisition will also see Oussama Jamal and Tim Baker continue to lead the operations of hug digital as Chairman and CEO respectively, whilst working closely with Nirvik Singh, Chairman and CEO of Grey Group Asia Pacific, Middle East and Africa, to set the overall strategic digital growth plan for the region.

“Grey Group’s acquisition of hug digital enhances our leadership position in the MENA creative and digital space,” says Nirvik Singh, Chairman and CEO, Grey Group Asia Pacific, Middle East and Africa. “It underscores Grey’s commitment to expand our offerings and deliver quality, value-added services to our clients.”

LexisNexis expands coverage into the MENA region

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Content and technology solutions company, LexisNexis has signed a content agreement with information provider company, Diligencia as a part of its expansion plan into the Middle East and North Africa. The new agreement will see both companies combine source materials to expand company coverage across the MENA region. The partnership also aims to address challenges organisations face when conducting business intelligence investigations on companies by providing corporate profiles that would enable them to map ownership structures, identify related holdings and subsidiaries as well as investments of corporate entities across the region.

“LexisNexis continues to proactively develop strategic content agreements to support the changing requirements of our customers,” says Mark Dunn, Segment Leader, Entity Due Diligence and Monitoring, LexisNexis. “We are pleased to further enhance our content coverage to help our customers mitigate their changing regulatory, financial, reputational and strategic risks.”

New Regional Communications Manager at Whirlpool EMEA

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Whirlpool EMEA, part of Whirlpool Corporation has appointed Layal Dalal to the role of Regional Communications Manager. Layal previously worked with MSL Group as Communications Manager and most recently with Hill+Knowlton Strategies as Account Executive – Technology Practice. In her new role, she will handle all communications for Whirlpool brands, which includes Whirlpool, Indesit Ariston and Kitchen Aid across the MENA region.

“I am thrilled to join the Whirlpool EMEA team,” says Layal. “Having worked with a number of multinational brands in the consumer technology space, I have found a genuine passion for the industry, which I am excited to bring to my new role. I look forward to further establishing Whirlpool’s PR footprint in the region.”