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TishTash welcomes Ylova Hamdan

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Dubai-based marketing and PR agency, TishTash has appointed Ylova Hamdan to the role of PR Account Manager. With over eight years of experience, Ylova previously worked as Beauty and Lifestyle Editor at Amed Alternative Media across luxury lifestyle publications such as Adam&Eve Magazine as well as EDGE Kitchen and Bathrooms. Most recently, she worked with Paris Gallery as PR Specialist and in her new role, she will manage a range of beauty, health and wellness brands including Spotlight Whitening, Filorga and Skin Republic.

“I have always admired and respected Natasha for the lovely person she is and for what the agency has accomplished under her leadership,” says Ylova. “I’m happy to be able to work alongside her and the amazing TishTash team, bringing in my own flair and expertise.”

New Brand Manager joins Think Liquorice

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Think Liquorice has appointed Mila Zafirovic to the role of Brand Manager. Having graduated with a degree in Arts, Culture and Media from the University of Groningen, Mila most recently worked with Vertigo Consultancy as Digital Marketing Specialist. In her new role, she will support the Think Liquorice team by providing brand-building strategies, managing the clients needs and securing strong relationships with the media.

“It’s a great opportunity to begin working with such talented and driven professionals,” says Mila. “I look forward to adding a different perspective and continuing Think Liquorice’s legacy of building secure relationships with clients and the media in the UAE.”

Umami Communications appoints new PR Account Manager

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Dubai-based PR and communications agency, Umami Communications has appointed Christina Mandody to the role of PR Account Manager. Christina previously worked with Wallis PR and most recently The Qode, and in her new role she will work with the company’s key clients and support the team within the region.

“I’m so excited to be working with the diverse team at Umami Communications and look forward to being part of the fast growth of the boutique agency,” says Christina. “The fresh and zesty approach that Umami uses towards the industry, coupled with an innovative and fun outlook on marketing and PR promises to be a truly dynamic and memorable experience for the incredible brands we represent.”

Marching into 2018 with the right PR mindset

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Frederic Montin, CEO, Majlis PR & Events, touches on the PR/communications industry in 2018 and offers his thoughts on market trends…

It’s traditional to look to the New Year with hope and optimism, however, as communication and PR professionals, we cannot ignore the high tide we could encounter this year.

“The holidays are over and we are truly back to reality. With 2017 technically in the rearview mirror, I think this is a good time to sit down and share with you all the market trends, which could have the greatest impact on the PR Industry this year.”

Nothing is better than a good PR Story for your brand

Irrespective of the thousands of trends in our industry, to market and publicise your brand, a good PR story will always help one prevail long term. My intensive experience in this industry has helped me understand that a brand is best marketed through public relations. Your audience will know you and it will stay only through PR.

Finding new life in the fading press release is crucial

In the last few years, owing to the stiff competition from digital techniques, press releases have not been so effective in earning quality media share. This being said and with me being from the old-school PR generation, there’s always a way to bring new life to the ‘press release.’ As I say, “don’t give up, but reinvent.”

In 2018, video will stand as the most powerful tool of the year

Even in the last year, some of the most powerful PR campaigns have incorporated videos into them. The logic behind this is simple. Graphs, bars and numbers are not enough to grab the audience’s attention. People love to see, feel and understand the information you are sharing. It is important to help more clients understand the need for video content marketing.

Social message driven campaigns could kill the brand or make it stronger

Let’s be honest, there are tons of strong messages, groups and campaigns online covering intense, as well as worldly issues of climate change, immigration, child labour, etc. In the past several years, big brands have decided to take up multiples of these topics for use in corporate social responsibility (CSR) or simple sequence repeat (SSR) campaigns. Historically speaking, it would never be a good idea to be dragged into social-political drama, but today you cannot stay out of it. This has two sides to the coin, it can either backfire on your brand or help it increase the credibility of your brand. In the end, as navigators of communication, it is part of our job to help drive these issues in the right direction.

As the CEO of Majlis PR & Events based in this wonderful, historic city of Dubai, I have witnessed a variety of PR trends come and go in the MENA region. This only motivates me to say, ”take control of your communications plan. If we work hard now, we won’t merely be reacting to these trends, we could be the ones formulating them.”