CNN partners with Ericsson for global campaign

CNN International has been selected by Ericsson for an integrated advertising campaign to promote the tech brand as the forefront in information and communications technology. Launching today, the ‘Tomorrow Transformed’ campaign comprises a series of documentaries which examines how innovations in society and business have been enabled by technology.The focus of Ericsson’s campaign is on brand awareness amongst an upscale audience and creating engagement for its Networked Society initiative.

The segments, airing fortnightly, will be presented by CNN anchor Richard Quest and will air during CNN International’s ‘Quest Means Business’ and ‘News Stream’. A 30-minute special highlighting the most innovative stories from the series will be produced in 2015.

Creative production for the campaign’s advertising spot, billboards, co-branded promotions and online branding have been developed by Turner Commercial Productions, the advertising sales creative solutions division for CNN international.

“CNN is delighted to be the exclusive global platform for this campaign with Ericsson,” says Petra Malenicka, Vice President, Ad Sales, EMEA, CNN International. “‘Tomorrow Transformed’ is an exciting editorial proposition that will engage our viewers in many aspects of innovation. By aligning with ‘Tomorrow Transformed’ and embarking on an integrated spot and digital campaign with CNN, Ericsson will enhance its brand credentials amongst our unrivalled upscale global audience.”

Ola Rembe, Vice President External Communications at Ericsson adds, “We are thrilled about the opportunity to communicate our Networked Society vision. We believe ‘Tomorrow Transformed’ is an ideal concept to rightly associate our brand with the very latest in how industries and societies are transforming through mobility and ICT. CNN is a very attractive media platform for our campaign to reach an engaged and influential audience.”

MCG Associates announces new Director

MCG Associates, a leading international executive search and recruitment company specialising in the communications industry across the Middle East, has appointed Kate Watson as Director. Kate joins from Fabric Recruitment, where she spent four years as Senior Consultant MENA, responsible for maintaining and growing Fabric’s client and candidate base, as well as developing solid relationships on both the agency and client side. In her new position, Kate will manage MCG’s integrated communications team, placing international talent into the Middle East’s most impressive roles on behalf of a range of blue chip companies and international PR and marketing agencies.

“MCG is a growing business and our recruiters are the very best in the Middle East,” says Justin McGuire, Managing Director, MCG Associates. “Kate is an excellent addition to our team, as her international experience in the communications industry means our clients will benefit from her accumulated expert knowledge and understanding. I am delighted to welcome Kate to our company and look forward to supporting her bid to ensure that our integrated communications division thrives.”

Kate’s appointment comes as MCG Associates embarks on a major expansion programme. In addition to relocating offices in Dubai, the communications recruiter has launched candidate searches in the Far East, with plans to enter the US and South America in 2015.

Lucy Moore joins Khaleejesque

Lucy Moore has joined lifestyle and culture magazine Khaleejesque as Managing Editor. Before joining the Kuwait-based publication, Lucy worked as a Copywriter for JWT where she handled banking clients. In her new position, Lucy will be overseeing all editorial content for Khaleejesque, as well as helping to push the magazine onto the international stage and branch into events and TV.

“When I joined Khaleejesque, I knew it would be both a challenge and a great opportunity to push myself intellectually and creatively,” says Lucy. “I am excited to work closely with a dynamic team and focus on developing strong content whilst maintaining a strong business foundation. Both are sides of the company that I feel are essential for a Managing Editor to be on top of.”

YouTube to invest in top content creators

YouTube is to fund content from its most successful creators as part of a global campaign to promote creativity on the network. In a blog post published by the Google-owned platform, YouTube revealed that it will expand support of creative content like Bethany Mota and Epic Rap Battles of History with full-scale marketing and advertising campaigns.

“We’ve seen the fidelity of our videos evolve from the grainy footage of webcams to the crystal clear beauty of 4K,” says Alex Cross, Head of YouTube Originals. “We’ve seen teenagers who began by blogging in their bedrooms emerge as media heavyweights, with passionate followings and shows that draw more fans than similar shows on cable TV… As any creator will tell you, making compelling new content isn’t easy, and we expect to learn a lot through this process. We’ll get our hands dirty. We’ll make some mistakes. Together, we’ll hopefully create some fantastic new content on YouTube. But one thing is certain: there’s no one we’d rather go on this adventure with than our creators.”

YouTube has already increased production support for its top content creators with YouTube Spaces in L.A., Tokyo and London, offering free access to the latest equipment, sets and support, and will soon be launching an additional Space in New York.

Global instagrammers to film #MyDubai Trip series

12 globally recognised instagrammers are to visit Dubai over the next four weeks to experience the Emirate through the eyes of its residents, each following a tailor-made itinerary created by 12 influential Dubai-based Instagram users. Their experience will collectively form the #MyDubai Trip series, which is being produced in partnership between Dubai Department of Tourism and Commerce Marketing and Qabeela New Media.

The selection of 24 instagrammers – globally and Dubai-based – was conducted through two competitions earlier this year, during which 40 international Instagram users and 30 Dubai residents campaigned for votes. The visiting instagrammers will be joined by Mohamed and Peyman Parham Alwadhi, Co-Founders of Qabeela New Media and Co-Hosts of Peeta Planet, and will guide the visitors throughout their #MyDubai Trip.

Featured international Instagram participants include – Garth Pon and Craig Howes from South Africa, Danny Zappa and Paulo Del Valle from Brazil, Christina Santoso and Daris Cahyadi from Indonesia, Seo Ju Park, Virgina Navarro and Saul Aguilar from Mexico, Devrim Ates from Turkey, Ahmad El Abi from Egypt and Abdulaziz Al Duwaisan from Kuwait.

The individual itineraries have been curated by Anas Bukash, Managing Partner of Ahdaaf Sports Club, Herald Herrera, Network Engineer and Manager of @igersdubai community; Ienobu Kaneko, entrepreneur and social media influencer; Kanu Al Kendi, Emirati stand-up comedian; Karen McLean, Blogger at Secret Squirrel Food; Khalid Al Ramsi, IT student and designer; Max Stanton, Consumer Market Knowledge Manager at Procter and Gamble; Muneera Al Tamimi, Co-Founder of Turba Studios and Co-Founder of Tamashee; Nouraldin Al Yousef, television presenter and media personality; Omar Samra, Founder and CEO of Wild Guanabana; Samantha Wood, freelance journalist, communications consultant and food blogger at and Sharifa Badri, marketing graduate and social media influencer. 

By creating the #MyDubai Trip series, Qabeela New Media is the latest company to join the #MyDubai initiative, launched in January of this year by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai. The winning Instagram users will begin to arrive in Dubai from mid-September for a period of three or four days each, with the last arriving in mid-October. The #MyDubai Trip series is scheduled for online broadcast between November 2014 and January 2015.

SME Advisor to host Roadmap for Growth Conference

SME Advisor, a leading publication for business owners published by CPI Media Group, has announced the final line up for its one-day conference entitled ‘Roadmap for Growth’. Hosted in association with strategic partners National Bank of Abu Dhabi (NBAD) and Etisalat, the event is expected to draw a crowd of over 400 owners and managers of SME businesses across the GCC. The event will be held September 29, 2014, and will take place at the Jumeirah Beach Hotel, Dubai.

The day’s themed sessions – based on leadership, connectivity and growth – are anchored by ten VIP speakers, who fluently understand the SME agenda and the critical landmarks of growth. The final session of the day will follow a unique format, with two adversary panels debating whether it is best to achieve growth by borrowing or by building on profits and re-investment. The sessions will include a strong emphasis on aspects such as sustainability, marketing, corporate strategy and business education.

“The event is a powerful point of focus for everyone leading and building an SME in the region,” says Paul Godfrey, Editor, SME Advisor. “It will also provide networking opportunities for the suppliers and contractors eager to reach these decision makers. We are very pleased to have an impressive line-up of speakers, not just from our event partners NBAD and Etisalat, but from some key businesses across the region.”

To register for the conference, visit