www.campaignme.

com August 30, 2020

A M OT I VAT E P U B L I C AT I O N AED25/USD7/SR25 #282

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ABOUT
THE ROLL

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Choosing a communications agency can feel like a roll of the dice sometimes.
So many options and so little guarantee that you’ve made the right choice.
Statistically, you only have a 2.7% chance of rolling double sixes with your dice.

When you’re choosing the right communications agency for your brand, those
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right tools, the right dice, to achieve success. You need a team that will always
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 August 30, 2020 03

Horizon FCB and sister agency BPN to handle

creative and media for DHL Express in MENA
Global logistics and courier firm
DHL has appointed Horizon FCB
and BPN to manage its creative and
media business for the MENA
region with focus on the GCC, Egypt
and Morocco.
Following a regional pitch that
extended over a period of four
months, Horizon FCB and BPN
emerged as clear winners of the
marketing communications for DHL
Express. Horizon FCB will lead the
group’s relationship with focus on
behavioural consumer segmentation
and planning, creative and content
creation both for new products and
for existing ones, while BPN will
handle media planning and buying
for the same region.
Najwa Raslan, marketing director
at DHL Express MENA, said: “We
found at Horizon FCB the superior
strategic approach and creative
product that we were seeking and the
strength in creating locally relevant
work, taking into consideration the
local insights and dialects of each
market; BPN also delivered an
exceptional media solution for our Superior strategic approach: Horizon FCB will focus on behavioral consumer segmentation as part of its brief
brief, which are the reasons we chose
to move forward with the group.” innovative services. It is a client at awareness and, most importantly, needs of our clients, constantly
Reham Mufleh, general manager the forefront of its industry, and one delivers on our objectives.” offering the excellence they are
of Horizon FCB Dubai and the leader that we are proud to partner with. Mazen Jawad, president of Horizon seeking. This has been an exciting
of this relationship, expressed her We are keen to play a catalyst role Holdings, added: “Never finished and pitch with an insightful brief, one
joy and excitement, and said: “DHL with DHL to create work that always transforming, we keep that drove the agency group to create
offers an amazing portfolio of challenges the norms, drives evolving and adapting to the future outstanding work while having fun.”

ArabianEye goes
Covid-relevant
Photo library ArabianEye has
launched a new, exclusive collection
of locally Covid-relevant images and
footage featuring the ‘new normal’,
working from home, hygiene, and
premium lifestyle content for the
upcoming national days in the UAE
and Saudi Arabia.
Operations manager Madeeha
Khan said in a statement: “As a local
specialist, we’ve quickly adjusted our
production schedule to fulfill the
increased demand for specific types
of content that our creative partners
have been requesting since the
pandemic began.”
Boasting more than 40,000 assets,
the ArabianEye collection features
BURGER KING PAY CUT WHOPPER unique creative model-released,
Middle Eastern-themed images and
Burger King UAE is offering people discounts that match their pay cut percentage with the ‘Pay Cut Whopper’ campaign. The well-timed footage clips suitable for advertising
campaign, created by Wunderman Thompson Dubai, promotes the burger chain’s new mobile app by providing customers this option on and marketing campaigns.
all home delivery orders for the duration of their workplace pay cuts. All anyone has to do is download the Burger King Arabia app, add in The image library partnered with
their pay cut percentage and duration and get the equivalent discount right away. The offer is valid on unlimited home delivery orders in Gallery Stock and Trunk Archive
the UAE, with the discount and duration capped at 30 per cent and 3 months respectively. earlier this year.
04 August 30, 2020

Majid Al Futtaim’s VOX

Cinemas to start showing
new films post-lockdown
Majid Al Futtaim Cinemas, the
cinema arm of shopping and leisure
conglomerate Majid Al Futtaim, is
preparing to screen new releases after
months of government-mandated
closures and no new content.
Cameron Mitchell, CEO of Majid Al
Futtaim Cinemas and Majid Al
Futtaim Leisure & Entertainment,
said: “After several months of
speculation and delays, I’m excited to
announce that blockbusters are back
at VOX Cinemas and unveil our
impressive slate of must-see movies.
Throughout its history, cinema has
weathered numerous societal storms
and, at VOX Cinemas, we are
steadfast in our commitment to the
cinematic experience and
fundamentally confident about the
future and resilience of the cinema
industry. Movies not only have the
power to move people but are a vital
part of social life and, now more than
ever, guests want the collective,
exhilarating and unrivalled
experience that watching a movie on
the big screen provides. There is a
real pent-up demand for new releases
and, with major tentpoles such as
Tenet about to hit our theatres, we’re
expecting a significant increase in
box office sales.”
He added: “The cinema industry,
like most industries, has been
massively affected by the Covid-19
pandemic. 48 per cent of the world’s
cinema screens are now re-opened,
and we look forward to rebuilding our
industry blockbuster by blockbuster.”
Following the recent premiere of
Scoob!, a computer animated reboot
of the Scooby-Doo franchise, VOX
Cinemas’ upcoming wave of new
releases kicked off with Peninsula,
the sequel to Korean zombie thriller
Train to Busan.
Last week, one of the most
anticipated movies of the year,
Christopher Nolan’s Tenet, was due to
hit the big screen. In a break from
tradition, the espionage thriller will
launch in overseas territories,
including the Middle East, ahead of
the US, allowing UAE audiences to be
among the first to see the movie. In Christopher Nolan’s Tenet will be among the first new films to be shown
advance of the release, VOX Cinemas
was also screening a special 10th spy franchise. the Agatha Christie novel.
anniversary re-release of Christopher Wonder Woman 1984 is a sequel To ensure that cinemagoers have a
Nolan’s critically acclaimed that continues the story of its safe and comfortable experience,
Inception. eponymous heroine, while those who VOX Cinemas has introduced
The September slate features appreciate murder mysteries can look extensive precautionary measures, it
Mulan, a live-action adaptation of forward to Death on the Nile, in which says, including disinfecting
Disney’s animated film of the same Kenneth Branagh reprises both his auditoriums using fogging machines,
name, and The King’s Man, the third directorial role and that of the iconic and sanitising surfaces after every
installment in Matthew Vaughan’s detective Poirot in the adaptation of guest interaction.

VISA WHERE YOU SHOP MATTERS
Visa Middle East and advertising agency Impact BBDO have run a campaign that inspired
consumers in the UAE, KSA and Pakistan specifically to support small businesses through
the pandemic. Engaging and informative content was hand-crafted by the teams to create
beautiful and memorable stories around local businesses: merchants – ranging from the
well-loved Iranian institution Al Ustad Special Kebab House in Dubai, to Polly and Other
Stories in Pakistan – were featured as digital content. These gave audiences a behind-the-
scenes look into a range of small businesses within the region, while also allowing them to
discover local merchants that they can easily support.
VISIT DUBAI WE WILL SEE YOU SOON
Independent digital communications agency Create Media Group has been selected by
The Department of Tourism and Commerce Marketing (DTCM) to handle the social media
accounts for Visit Dubai and Business Dubai. Create Media has called on its in-house
production agency Create Production to develop one of their first pieces of video content
for Visit Dubai – the recently released We Will See You Soon film – showing Dubai readying
to welcome tourists back to the city.
 August 30, 2020 05

Location-based advertising company Blis Finyal calls for

launches interactive confidence tracker
Blis, which specialises in location-
powered advertising and analytics,
has released the Blis Consumer
Confidence Pulse, an interactive
tracker that captures a quick
snapshot of consumer sentiment.
The tracker plots how consumers are
feeling about their local economy,
household finances and spending
intent, and the survey is running
in the UAE, UK, USA, Singapore
and Australia.
Based on three topical questions
around finances, the Blis Pulse is
updated twice monthly to provide a
rounded picture of how consumers
are reacting to changes in their
situations, both personally and on a
national scale.
Head of insights Alex Wright said:
“We started this tracker in the wake
of the Covid-19 outbreak being
declared a pandemic ,to give us a
quick read on consumer sentiment.
Armed with the knowledge of what
consumers are telling us, we can then
plot this against our retail foot traffic
and consumer movement data to give
a rounded view of progress through
crisis, stability and recovery.”
Over the past six months, physical
movement restrictions have ebbed
and flowed in different cities across
the country with daily activities
requiring new safety measures. As a
result, most consumers are behaving
Optimisim is returning as the UAE economy recovers from a July low point
differently, with many working from
home, avoiding crowded public
spaces and communicating virtually.
For brands, this tracker provides an
opportunity to contextualise other
data sources to better understand the
concerns of their audience.
“There is optimism as the economy
of the UAE recovered from late July,
its lowest dip since tracking began,”
said Blis. “Looking closer, we can see
that this resulted in people shifting
from pessimistic to optimistic, with
those feeling neutral remaining
relatively flat, which of itself is a
positive outcome. The same pattern
was replicated when we asked people
about household finances following
recent announcements regarding
economic stimulus for non-oil and
small or medium-sized private-sector
businesses. Perhaps unsurprisingly,
saving remained the top way people
would spend spare funds.”
podcast ideas
Finyal Media, the MENA podcast
network that focuses on
storytelling podcasts to cater to
young Arabs, has launched a
competition to support the
region’s growing podcast
community. Launched to
coincide with the announcement
of Finyal Studios, a “virtual hub
for Arabic podcast talent”, the
competition invites budding
podcasters to submit ideas for a
new Arabic series that will then
be developed by the network.
The podcast series – which will
need to be in Arabic – can be
based on any subject matter that
caters to the interests of those
living in the region, and the
winning creators will then work
with Finyal’s team to see their
ideas developed, with the
eventual series being released
across podcasting platforms,
under Finyal Media’s umbrella.
The competition is now open
for entries. It was launched to
cater to the growing requirement
for content to be developed from
the region by the region for the
Arabic community.
Mshari Alonaizy from Finyal
Media said: “We wanted to launch
Finyal Studios in an innovative
way, and as we are creating a hub
for Arabic talent to come together
and bring their ideas to life, we
thought it would pave the way for
us to launch a competition.”

UNILEVER FACE MASK ANTHEM LEBANESE ARMY PEACECAMO

The Covid-19 pandemic has had a severe impact on Pakistan, where it has claimed more than
6,000 lives and left a socioeconomic crisis in its wake. Every year, on Independence Day, the
sound of the national anthem echoes across the country. This year, in light of the coronavirus,
this performance features acclaimed singer Shehzad Roy and an accompanying choir –
singing the national anthem through face masks, to highlight the significance of a continued
focus on safety. Presented by Unilever Pakistan as a public service message, the short and
emotionally charged video sees Roy leading the vocals on the anthem with a group of
singers, who are all wearing face masks. The anthem appears to have a slightly muffled
sound, but it retains the same powerful emotions it is designed to bring alive. The visuals also
showcase a diverse image of the country, with Pakistanis from all backgrounds, especially
minorities, represented performing the anthem together. The agency was Impact BBDO.
For generations, soldiers have worn camouflage to hide from the enemy. During the first
few months of 2020, and due to different circumstances including Covid-19 and the
political and economic crisis affecting the country, the Lebanese Army has been
responsible for establishing peace between protesters, helping resolve conflicts and
protecting both the government and civilians to preserve security and civil peace. To
commemorate its 75th anniversary this year, the Lebanese Army wanted to remind
people that it is always up to the most difficult missions, committed to serving, protecting
and caring for Lebanon and its people. The PeaceCamo has transformed the pattern of
war into an icon of peace, while still serving its purpose of camouflaging. Instead of
different shades of the same color, the new pattern makes use of actual pictures of daily
life scenarios. The agency was TBWA/Raad.
06 August 30, 2020
THE HYBRID MANOEUVRE
Virtual events are nothing new, but Covid-19 has forced an acceleration
in thinking around them and the opportunities they open up, writes
Entourage’s Mohammed Tayem
L ‘‘THE HYBRID MODEL
et’s understand one thing: on-ground events
and virtual events are not substitutes for one
another. They are instruments that
complement each other and, when combined
together and executed correctly, are poised to be
much more beneficial.
Virtual events in the form of webinars, web
conferences and meetings have been around for a
long time. The pandemic brought on-ground events
to a halt, which in turn renewed the focus on online
events. But this time with much larger expectations.
The glaring questions of how long the pandemic
will last, the impact on the economy and the media
and events sector, and whether things will ever go
back to pre-pandemic normal kept coming up. As a
solution to these challenges, event and technology
companies around the world took it upon
themselves to build robust platforms that will
sustain and grow the event industry. Many virtual
platforms have come up in the last few months that
simulate the experiences of on-ground events on
virtual platforms, harnessing smart technologies to
bridge the gaps and provide continuity. Many big
events in the region and around the world are
recognising the potential of virtual platforms.
Imagine the combination of the promise of
on-ground events and the potential of virtual
events, a hybrid format – the new horizon that this
can open up for event organisers and marketers.
This is a wake-up call for the events sector to start
adapting and accepting the hybrid model.
Let’s look at the evolution of media marketing,
for instance. Print, TV and outdoor campaigns ruled
every brand’s outreach plan; that’s where they could
engage with their target audiences. Then, with the
advent of digital mediums, we a saw the paradigm
shifting towards digital campaigns, as social media
channels and online media consumption gained
more traction. Exclusive offline and online
campaigns may have worked well in the past, but
not as well as marketers expected them to. Globally,
brands have had to reassess their strategies to find
the right mix, the sweet spot so to speak, to reach
their target audiences on their choice of platforms.
More and more brands are using a media mix of
offline and online marketing, experiential and event
marketing tools to stay connected and engage with
audiences. This is what we call the omni-channel or
the ‘hybrid model’ approach.
Hybrid events, with a limited number of people
physically attending the event and audiences across
the globe attending the event virtually, offer a whole
other demographic waiting to be conquered.
Traditional events have remained popular due to
the unlimited number of opportunities they provide
to all their stakeholders. Therefore, these
opportunities need to be simulated virtually to
ensure the success of a virtual or a hybrid event.
Ergonomically speaking, the hybrid format has
many benefits. Unlike before, the amount of money
ALLOWS US TO USE THE
spent to build an event is no longer limited to the
number of attendees. Previously, we used to spend
SAME AMOUNT OF
millions of dollars building a conference in Dubai or
Riyadh to attract a maximum of 10,000 to 12,000
MONEY OR EVEN LESS
people to attend, with a possibility of live broadcast
over streaming channels. The hybrid model allows
TO DOUBLE, TRIPLE
us to use the same amount of money or even less to
double, triple or even quadruple the reach,
OR EVEN QUADRUPLE
significantly amplifying brand awareness and
engagement with multiple target segments across
the globe.
One of the world’s most popular talent-hunt
franchises, America’s Got Talent, held its auditions THE REACH.”
in the hybrid format this year, with the judges and
By MOHAMMED TAYEM, founder & CEO, Entourage
the host live at the venue, the participants joining in
virtually from different states, and audiences from
across the globe. The talent show got a tremendous
response to the hybrid format, as it enabled the
show to keep going and allowed participants to
showcase their talent virtually and opened doors to
a much larger live audience.
Understanding customer behaviour and journey
is another aspect that event marketers can leverage
to build encapsulating experiences. Data plays a key
role in enhancing customer journeys and helps in
creating an omni-channel approach for customers.
On-ground events usually collect basic data during
the registration process but, once the attendees
enter the event, it is not possible to monitor their
behaviour. The hybrid model makes it easier to
reach the audiences and measure their behaviour.
Due to the integration of physical and virtual, there
is an ocean of data available to event organisers to
analyse behaviours, engagement rates and journeys
of attendees.
For example, if an electronics company is
launching a new product in a hybrid format, the
virtual platform will be able to measure the journey
and interaction that people have with the product
or brand, powered with latest technologies such as
artificial intelligence and machine learning,
augmented reality, emotion-sensing technology,
mixed reality, etc. to understand how people
interact with the brand, understand the emotions
the brand invokes in customers and measure
feedback. Meanwhile, the live product launch event
will have actual people on-ground to interact with
customers, understand what they are looking for
and support with product demos.
The credibility, tangibility, direct communication
and social aspect of an on-ground event, amplified
multi-fold with virtual platforms with global reach,
immersive environments and unlimited
opportunities, is where best of both the worlds meet
– meet the hybrid model.
Welcome to the new norm of the events universe.
PREMIUM PARTNER
 August 30, 2020 9

INTRODUCTION
T
his should be one of the busiest times of the year for the PR
and events industries. We would normally be expecting a
fourth-quarter flurry of launches, announcements and events.
Conventions and shared experiences would be preparing to fill
ballrooms, conference halls and bespoke venues around the region.
Instead we are waiting. Waiting as we have been for most of the year.
The industry is waiting for client budgets to ease up and start flowing
again (they can’t turn off their comms taps forever. Can they?). Waiting
to see if the latest upturn in coronavirus cases is due to ill-advised Eid
minglings, the screening of teachers as term begins, or something
more sinister. Waiting for decisions from clients, government, scientists,
accountants and a million other stakeholders that the industry has little
or no visibility or control over.
But the PR and events industries have always been poster children AUSTYN ALLISON
for resilience and resourcefulness. It’s what they do for a living. Look Editor
how fast events have transformed from real to virtual, and now they are austyn.allison@motivate.ae
going beyond. The companies listed in this guide have taken all their @maustyn
decades of accumulated skills and turned events on their head. We all
miss meeting friends, colleagues and contacts over unmasked coffees.
But smart players have turned virtual experiences to their advantage.
What might have seen a leading local representative on stage is now
just as likely to put you face-to-digital-face with an international industry
superstar. A standard post-presentation call for ‘any questions’ as the
speaker casts her eyes around the room has turned into interactive polls
and personal feedback. A convention hall full of stands has become a
world of interconnected participants.
Even as lockdown eases, the promise of hybrid events demonstrates
how an innovative industry is doing more than reacting to tough times; it
is taking its learnings and transforming itself for a smarter future.
That’s just in events, one of the most hard-hit of industries during
lockdown. Public relations too is reminding us that it is a sector made
up of agile, creative, think-on-your-feet professionals whose skillsets run
deep beyond the stereotypes of media releases and press conferences.
We are seeing a renewed focus on internal communication, crisis
management and agile messaging strategies. We are seeing agencies
shift their clients’ personas overnight – from severely corporate to warm
and personal to supporting the community to in-it-together. They are
keeping more stakeholders than ever – employees, customers, media,
influencers, business partners and more – constantly in the loop, even as
they expand, contract, flip and flick that loop like a ranchero’s lasso.
The companies listed in this, our annual PR and Events Guide, may be
doing a lot of things differently from a year ago, but the consistency in
their skills and remits mean they are still bringing people together for
their clients, while sending their messages out. And they will do that no
Front cover and guide cover
matter what the fates can throw at them. designed by Thokchom Remy

GOT A VIEW? campaignme.com @campaignME Campaign ME campaignme@motivate.ae

10 August 30, 2020 PR & EVENTS GUIDE

Absolute Communications Group AKQA

Founded 2011 Founded 2010
Headquartered Dubai; regional office in Mumbai Regional headquarters Dubai
Head of company Victor King Holding group WPP
info@absolutecg.net Heads of company Oussama Jamal and Tim Baker
+971 4 399 7297 karan.chimnani@akqa.com
SPECIALISMS Public relations, media relations, corporate communications, toufic.daher@akqa.com
events, social media SPECIALISMS Brand activations & events; creative communications; content
KEY CLIENTS Nikon, BenQ, TP-Link, MGD Lifestyle Jewellery, Global Indian production; media planning & buying; website design & development
International School, Institute of Chartered Accounts of India (Dubai Chapter), KEY CLIENTS Dubai Tourism, Americana Group, Toyota – Al Futtaim Automotive,
Leva Hotels, Dial-A-Battery THAT – Majid Al Futtaim, Home Centre – Landmark Group

Active Digital Marketing Alisa PR

Communications
Founded 2017
Founded 2003 Headquartered Dubai
Headquartered Dubai Head of company Alisa D’souza
Heads of company Sawsan Ghanem & Louay Al-Samarrai www.alisapr.com
www.activedmc.com alisa@alisapr.com
info@activedmc.com +971 50 785 8298
+971 4 433 5226 
SPECIALISMS Public relations, digital marketing, advertising
SPECIALISMS Aviation, fashion, finance, healthcare, hospitality, lifestyle, real
estate, security, technology, telecommunications
KEY CLIENTS Citrix, Michigan Ross, InterSystems, Genetec, Forcepoint,
SentinelOne, Xerox, Eaton, Aspentech, FireEye, Commscope, J.P. Morgan Private
Bank, Blizzard, Okadoc, Zoom, Diligent

Founded 1994 (UAE); 1971 (global)

Offices UAE (MENA Hub), Russia (Hub), Nicosia, Cyprus (HQ)
Managing director UAE: Euan Megson
+971 4 390 2960
www.actionprgroup.com
uae@actionprgroup.com

LEADERSHIP PANEL A fully independent and integrated marketing and communications network spanning
40-plus countries, Action Global Communications provides hands-on local insights and
expertise to help organisations in dozens of industry verticals advance their agendas
in target markets. Delivering game-changing ideas and tactical executions that shape
perceptions, build awareness and protect reputations, our teams create meaningful
connections between companies and audiences by leveraging the full spectrum of modern
communications. Committed to driving our clients’ brand engagement and enabling
sustainable business growth, Action UAE employs 40 people across its public relations,
social/digital, finance and administration departments in the Dubai and Abu Dhabi offices.

Chris Christodoulou Euan Megson SPECIALISMS Public relations communications consultancy; multi-market co-ordination;
CEO, Global Managing Director, UAE media relations, content creation (in 60+ languages); crisis and issues management; digital
marketing; social media management; creative design; videography and photography;
event and exhibition press office management.

KEY CLIENTS Abu Dhabi Department of Culture & Tourism, Abu Dhabi Department of
Education & Knowledge, Dubai Retail / Dubai Holding, Dubai World Trade Centre, Informa
Markets, Intel, Messe Frankfurt Middle East, Mubadala, UFC

AWARDS PRCA MENA 2017: Best PR Campaign – Media Relations (British Airways); MEPRA
2018: Best Use of Influencers (P&G); SPIA 2019: Best Use of PR in Sport – FIFA Club World
Barry King Gavril Mankoo Cup UAE; MEPRA 2019: Best Use of Limited Budget – Museum of Illusions; MEPRA 2019:
General Manager, UAE Digital Director Best Sports & Recreational Campaign - FIFA Club World Cup UAE
PR & EVENTS GUIDE August 30, 2020 11

AllDetails Middle East Aurora, The Agency

Founded 2004 Founded 2013
Regional headquarters Dubai Regional headquarters Dubai
Owners Isabel Tapp; A. Al Humaid Head of company Iona Al Suwaidi
Head of company Isabel Tapp, founder and CEO www.auroraadvertising.ae
www.alldetails.net contact@auroraadvertising.ae
info@alldetails.net +971 55 7149694
+971 4 448 4670 SPECIALISMS Lifestyle PR; corporate PR; hospitality; retail; education; energy;
SPECIALISMS Luxury hospitality; travel; F&B; strategic event planning; social semi-government; reputation management; strategy
media; influencer marketing; media relations; crisis management; media KEY CLIENTS  Sofitel Dubai The Palm; Atmosphere Hotels & Resorts, Maldives;
training; content creation Burjuman Centre; Forrey and Galland; Emirates Maritime Arbitration Centre;
KEY CLIENTS Mandarin Oriental Hotel Group; Mandarin Oriental Jumeira, Titan Watches, Middlesex University Dubai, Jysk, Smart Automation Energy; Abu
Dubai; Velaa Private Island; Expedia LPS; Campbell Gray Hotels; AVANI Hotels Dhabi Department of Culture & Tourism (DCT); Les Mills

Alserkal
Founded 2008 Borouj Consulting
Headquartered Dubai Founded 2006
Heads of company Abdelmonem Bin Eisa Alserkal (founder) Headquartered Dubai
and Vilma Jurkute (director) Head of company Randa Mazzawi
www.alserkalavenue.ae www.boroujconsulting.com
events@alserkalavenue.ae randa@boroujconsulting.com
+971 4 333 3464
SPECIALISMS Creative venue services, cultural consultancy and content, SPECIALISMS B2B; financial; media relations; media training; issues and crisis
bespoke experiences, event management, exhibition production, brand advisory communication; issues and crisis training
and strategy
KEY CLIENTS Google, Burberry, Rolls Royce, Sephora, Facebook, Mckinsey,
Victoria & Albert Museum, Hayward Gallery

BPG Orange
APCO Worldwide Founded 1980
Headquartered Dubai
Founded 2005
Ownership Abdulla Majed Ahmad Al Ghurair; WPP Group;
Regional headquarters Dubai, with Offices in Abu Dhabi,
Avishesha (Avi) Bhojani
Saudi, Bahrain
Heads of company Ketaki Banga (COO) & Arif Ladhabhoy
request.proposal@apcoworldwide.com   
(general manager)
SPECIALISMS Strategic advisory & advocacy; corporate communications; ketaki.banga@bpgorange.com
creative, storytelling, digital & AI analytics; crisis, issues and litigation
arif.ladhabhoy@bpgorange.com
management; government relations
www.bpggroup.com
KEY CLIENTS LinkedIn, TECOM, Economic Development Board of Bahrain, UAE +971 4 506 5555
Space Agency and Emirates Mission to Mars, Royal Commission for Riyadh City
SPECIALISMS Content marketing; communications strategy; public relations;
creative campaigns; social and digital
KEY CLIENTS Sony, HMD Global, Booz Allen Hamilton, KPMG, Innoventures

Atteline
Founded 2016
Regional Headquarters Dubai
Heads of Company Sophie Cooke; Brooke Boyschau
www.atteline.com Brave
hello@atteline.com Founded 2014
+971 4 368 2571 Headquartered Dubai, United Arab Emirates
SPECIALISMS Fashion, sustainability, design, beauty, wellness, luxury lifestyle Head of company Florence Janin
KEY CLIENTS Jacquie Aiche, Signature Element, Alberto Sartori, Kalebr, Joseph
www.brave-agency.com
& Alexander, Parfums De Marly, Leem, Nabeel Perfumes (The Spirit of Dubai), f.janin@brave-agency.com
Aspinal of London, Usra, LIWA (Aspinal of London, GANT) +971 4 551 9212
12 August 30, 2020
Brazen MENA
Founded 2015
Headquartered Dubai, with a sister company in Manchester
Managing Partner Louise Jacobson,
mena@wearebrazenpr.com
+971 4 240 8395
mena.wearebrazenpr.com
SPECIALISMS Public relations; PR strategy; social media; influencer
engagement; events
KEY CLIENTS Dubai Tourism, The Walt Disney Company MENA, Atlantis, The
Palm, The Galleria Al Maryah Island, and OJ Lifestyle
Bridge of Minds
Founded 2016
Headquartered Beirut, with office in Dubai
CEO Marina Araigy
info@bridgeofminds.com
www.bridgeofminds.com
+961 1 567 764
+961 1 568 764
SPECIALISMS Branding; communications; creative; digital design; Google Ads;
marketing; public relations; web development
KEY CLIENTS Castania, Resense Spa, HiCart, La Siesta Beach Resort, Joseph
Events Dubai ,Bou Melhem Restaurant, House of Marmalade, Dr. Grace Obeid,
Pergola Kits
Founded 2000
Offices Dubai (HQ), Abu Dhabi,
Riyadh, Jeddah, Manama, Amman;
Affiliates in Oman, Egypt, Lebanon,
Morocco, Algeria, Tunisia, Iraq,
Palestine Territories and Pakistan
Holding group WPP
President, Middle East Sunil John
info.asdaa@bcw-global.com
+971 (0)4 450 7600
www.asdaa-bcw.com
ASDA’A was founded in 2000 as an
independent agency by Sunil John. In 2008,
WPP acquired a majority stake and ASDA’A
became part of the Burson-Marsteller global
network. After the merger in 2018 of Burson-
Marsteller and Cohn & Wolfe to create Burson
Cohn & Wolfe, the firm is now ASDA’A BCW.
Today, the agency employs more than 160
professionals across seven wholly owned
offices. In addition, nine affiliates cover 15
MENA countries. The agency, along with its two
subsidiaries – Proof (Digital/Social) and PSB
Research – now serves more than 100 retained
PR & EVENTS GUIDE
Catch Communications 
Founded 2018
Headquartered Dubai
Managing director Injeel Moti
info@catchcomms.com
SPECIALISMS Public relations; social media; content creation; influencer
marketing
KEY CLIENTS Gates Hospitality, Al Ghurair Retail, Majid Al Futtaim LEGO,
Apparel Group’s Birkenstock,  Wild & The Moon, D1 Milano
CoCo Communications Consultants
Founded 2017
Headquartered UAE
Founders Caroline Holmberg & Laura Jones
caroline@coco-comms.me
laura@coco-comms.me
SPECIALISMS F&B; travel; fashion; wellness & beauty; entertainment
LEADERSHIP PANEL
clients and is the leading PR consultancy in
MENA. Its groundbreaking annual Arab Youth
Survey is now in its 12th edition.
Sunil John
SPECIALISMS Digital and data-driven creative Founder ASDA’A BCW and
content and integrated communications President – Middle East, BCW
programmes grounded in earned media and
scaled across all channels.
KEY CLIENTS Abu Dhabi Department of
Energy, ADNOC, Emirates NBD, Ford Middle
East, Nestle Middle East, Ministry of Sports/
Saudi Arabia Football Federation, Crown
Prince Court-Abu Dhabi, Dubai EXPO 2021,
General Electric, GEMS Education, Jumeirah Margaret Flanagan
Group, Ras Al Khaimah Government Media Executive Vice President -
Office, Raytheon, SHUAA Capital, STARZPLAY, Strategy & Client Experience
VISA International.
AWARDS
Winner, Best PR Professional in the
Middle East, Sunil John, PRWeek Global
Awards 2020.
Highly Commended, Best Agency in the
Middle East, PRWeek Global Awards 2020
Winner, Middle East Consultancy of the Year, Tim Walmsley
Executive Vice President -
EMEA SABRE 2019 by The Holmes Report
Digital & Innovation

The Most Awarded Thought
Leadership Initiative in MENA
A Survey like no other
What do 200 million young Arabs have to say
about their future? Every year, we set out to
answer this question with the annual ASDA’A
BCW Arab Youth Survey – the largest study of
its kind into the region’s largest demographic:
its youth. The 12th annual edition will launch
in September 2020.
Why do we do this Survey?
For three reasons. Our first inspiration was
to deliver valuable evidence-based insights
on what defines the region - its youthful
demographic. When we began our annual
Survey back in 2008, the region was known
for being data-poor on this important market
segment - and the Survey has filled this gap.
Our second belief was to fund the Survey
entirely ourselves, ensuring its independence
and credibility. We have lived by that belief,
as we built and nurtured this initiative. And
finally, we wanted to provide the key findings
of the Survey freely on a public domain -
arabyouthsurvey.com - giving governments,
the private sector and civil society across the
world critical information, and analysis by
global experts, to inform decision-making
and policy formation.
Winner, Best
Campaign – Middle
East/Africa, PRWeek
PR WEEK Global Awards 2018 SABRE
CASE STUDY
Our efforts have paid off with a clean sweep
of all major global PR awards providing
ASDA'A BCW a distinct position as an industry
thought leader.
Research, Insights and Outreach
A key strength is our unbroken chain of data
since our first survey in 2008, as we measure
sentiment on critical issues year-on-year. We
commissioned international polling firm PSB
Research, who conducted 3,300 face-to-face
interviews with youth aged 18-24 in 15 Arab
states in January 2019. The sample split
was 50:50 male to female.
Our strategy was to amplify our findings
through the support of well-known experts,
while harnessing the power of VIP
endorsements to ensure maximum global
media coverage. Their input – ranging from
shareable social media soundbites to in-depth
commentary and analysis – formed the basis of
online teaser campaigns, exclusive media
content, syndicated op-eds and a white paper.
Global Impact
The 2019 Survey earned coverage in
600+ regional and international media
outlets and achieved a total earned airtime
of 156 minutes.
AWARDS
Winner, Thought Winner, Best Campaign in
Leadership in PR, In2 the Middle East & Winner,
SABRE Awards 2018, Best Use of Data & Insights,
2017, 2016 MEPRA MEPRA Awards 2019
August 30, 2020 13
Founder, ASDA’A BCW Sunil John
(foreground) speaking during a special
panel on the findings of the 11th AYS at
the IMF and World Bank Annual
Meetings in Washington, DC on October
19, 2019. With John on the panel are
(L-R) moderator Brian Cheung, reporter
with Yahoo Finance; Her Excellency
Sahar Nasr, the then Egyptian Minister
of Investment and International
Cooperation; Jihad Azour, Director, IMF
Middle East and Central Asia; and Syrine
Chaalala, co-Founder and Managing
Director, nextProtein.
On social media, our livestream of the event
attracted 50,000+ views, was also shared on
the IMF’s Facebook page, and we gained
49,000+ followers across our channels. Our
social media content generated 15m+
impressions and reached 12.4m+ people.
The notable personalities and entities that
shared our findings with their followers included
HH Sheikh Mohammed bin Rashid Al Maktoum,
H.E. Ludovic Pouille, H.E. Patrick Moody, H.E.
Marcy Grossman, and the IMF.
Post launch, we provided in-depth briefings
to VIPs, business leaders and politicians, with
a presentation given on request to more than
25 European Union Ambassadors based in
the UAE. Sunil John also presented findings
by invitation at Chatham House, London in
September 2019, and at a dedicated session
at the annual World Bank/IMF annual
meetings in Washington DC in October 2019,
and US political title The Hill created AYS
panels at three of its events in Washington
DC and London in October and November
2019 – illustrating just how vital this research
is in shaping debate about the region
and Arab youth at the highest levels
around the world.
Highly commended,
Best Regional
Campaign, PRCA
PRCA Awards 2020
14 August 30, 2020
LEADERSHIP PANEL
Ahmad Itani Tariq Al Sharabi
Founder & CEO Managing director
Maysa-Jana Atoui Updesh Kapur
Director of business Director of strategy
development & operations
By the time you read this,
things will have changed
TARIQ AL SHARABI
Managing Director, Cicero &
Bernay Public Relations
T
here was a time when the role of
agencies was to connect clients with the
right people and media outlets to help
spread the word. Things were simpler back
then. With work tools primarily comprising
a book of contact details and venues, a
communication professional was set for a
long and prosperous career.
However, while processes were gradually
evolving to embrace the new world, the
ongoing digital evolution surpassed the pace
at which practitioners were operating. This
forced them, within a short time, to leap
years into the future to catch up with the
need to fully embrace new-age mediums
and their true potential and learn enough to
confidently guide clients on the relevance
and utility of every possible tool.
PR & EVENTS GUIDE
Founded 2006
Offices Dubai (HQ), Afghanistan, Algeria, Bahrain, Bosnia and Herzegovina,
Croatia, Cyprus, Egypt, India, Iraq, Jordan, KSA, Kuwait, Lebanon, Libya,
Macedonia, Montenegro, Oman, Pakistan, Palestine, Russia, Serbia, Spain,
Sudan, Syria, Tunisia, Turkey, North America and Yemen
Holding group The Publicity Network (Publinet)
Founder and CEO Ahmad Itani
+971 4 3341 140
www.cbpr.me
info@cbpr.me
Cicero & Bernay Public Relations is an award-winning communication agency that
delivers bespoke traditional and new media strategies and campaigns to some of the
region’s most prominent brands. Cicero & Bernay is headquatered in Dubai and has 28
offices around the world, covering the MENA region, Asia, Russia, Europe, and North
America. Its team comprises industry veterans and professionals who work closely with
clients and anticipate the future of the medium.
SPECIALISMS Contributor relations; thought leadership; online reputation management;
new-age media; corporate reputation management; content development; strategic
planning and counsel; influencer marketing; CSR strategy; crisis communication
KEY CLIENTS Dubai South; Dubai Economy (DED); Dubai Culture & Arts Authority; Dubai
Police; Wasl Asset Management Group; Dubai Land Department; Dubai Investments;
Dubai Judicial Institute; Arabian Automobiles Company; Azizi Developments
AWARDS 2008 International Stevie Award; 2014, 2018 Guinness World Records; 2016,
2017, 2018 MEPRA Awards; 2018 MENA Digital Awards; 2020PRCA MENA Awards
Agencies today have adopted a new
fundamental role that has them integrate
with the machinations of each client to
present them with new, omnichannel
ideas, execution possibilities, estimated
returns and, most importantly, projected
outcomes, to preemptively plan future
campaigns and activations. What was
previously deemed speculative has now
been re-labelled as strategic, and what
once may have been considered
inconceivable in our industry is now
definitely within reach.
Our field is one of constant change, and it
is on us to keep up with it, no matter the
pace or circumstance. Survival of the fittest?
Maybe in other industries. In ours, it’s
survival of the fastest and earliest adopter.
PR & EVENTS GUIDE August 30, 2020 15

Cosmopole Consultancy Definition

Founded 2018 Founded 2010
Headquartered Abu Dhabi Headquartered Dubai
Managing director Claire Micheletti Ownership Privately owned
www.cosmopole.com Head of company Adil El-Aouad
info@cosmopole.com www.definitionagency.com
SPECIALISMS Public relations; digital marketing; social media; strategic younes@definitionagency.com
planning; branding +971 4 390 1996
KEY CLIENTS Aldar Education, Thailand Pavilion – Dubai Expo 2020, COYA Abu SPECIALISMS PR & reputation management; media relations; blogger
Dhabi, Luxembourg Trade and Investment, Chestertons MENA outreach and influencer marketing; web development & content marketing;
social media;
KEY CLIENTS Winston & Strawn; Sensus; Thales; Veritas; Wyndham; GP Global

Edelman Middle East

Custard Events Founded 2008 (Middle East operations)
Founded January 23, 2010 Regional headquarters Abu Dhabi, with offices in Dubai and
Regional offices Dubai, Abu Dhabi Riyadh and a network of affiliates across the MENA region
Head of company Michelle Quinn, general manager Ownership Family-owned
www.welikecustard.com Head of Company Omar Qirem, CEO
hello@welikecustard.com www.edelman.ae
+971 4 361 8850 info@edelman.ae
+971 2 234 4718  (Abu Dhabi)
SPECIALISMS Brand activations; product launches; public events and
+971 4 568 2540 (Dubai)
entertainment; conferences; award ceremonies; gala dinners; exhibition stands;
sports events; press events; team building +966 11 261 1540  (Riyadh)
KEY CLIENTS Meraas; Flash; ADNOC; Tesla; Home Centre; Lenovo; Oppo; Yas SPECIALISMS Communications strategy; brand & reputation management;
Marina; Berkeley Assets digital; crisis; training; content; business transformation; internal
communications; public affairs

Founded 2009
Headquartered Dubai
Holding group TGW Live
Founder & CEO Mohammed Tayem
+971 4 338 8834
LEADERSHIP PANEL
www.entourageintl.com
info@entourageintl.com

Entourage is an independent live communications agency, operating in the MENA

region for the past 11 years with offices in Saudi Arabia, UAE, Egypt and Jordan along
with a main office in New York City. Driven by strategic vision, entourage offers all-round
integrated marketing services from creative, to PR to social and digital marketing and
events. One of the latest milestones for entourage is the launch of eve – a virtual hosting
platform. The digital infrastructure and technology of the platform has been completely
Mohammed Tayem Nicholas Pereira developed in the UAE/Dubai.
Founder & CEO Creative Director
SPECIALISMS PR and social media, media buying, advertising, content strategy and
development, creative and events

KEY CLIENTS Google, YouTube, WETEX, G20, Egypt Tourism Authority, MBRF, Morocco
Ministry of Agriculture, Snapchat, Jordan Tourism Authority

AWARDS Listed on the SME100 twice by the Dubai Economic Department (the latest
2015 awards ranked entourage at No.19 among the top 100 companies in Dubai); EFFIE
Awards MENA in 2012, 2013 and 2014; Dubai Lynx 2011 & 2014; MEPRA awards 2014;
Ziad Faour Manoshi Banerjee Middle East Event Awards 2012, 2013 & 2014; EACA Care Awards 2018; Business Awards
Head of Strategy PR Manager 2017 – Best Emerging Creative Agency
16 August 30, 2020 PR & EVENTS GUIDE

LEADERSHIP PANEL

Founded 2019
Headquartered Dubai, UAE
Founder and managing director Jamal Al Mawed
+971 4 578 6446
www.gambit.ae
jamal@gambit.ae Jamal Al Mawed, founder
and managing director, is an
Gambit Communications is an independent PR, social media and influencer-engagement Emirati-British thought leader
agency headquartered in Dubai and overseeing the GCC and Levant. With a name inspired by in the regional communications
the game of chess, Gambit offers strategic thinking, digital acumen, communications expertise, industry with a celebrated
creative executions, influencer relations and practical thinking that allows brands to achieve agency background and
their business objectives, start conversations and stay one move ahead of the competition. previous senior director roles
on the client-side at Rolls-Royce
SPECIALISMS: Motor Cars and the Dubai
Public relations Thought leadership, media relations, crisis communications, media training, Properties Group. He is also a
CSR strategies, event management, editorial services, strategic planning senior judge for the MEPRA and
Social media Content planning, campaign management, monitoring & analysis, Effies Awards, and has been
page management selected in prestigious lists such
Influencer engagement Content development, creative executions, visual communication, as The Holmes Report’s EMEA
brand ambassador management ‘Innovator 25’, The PR Week
Powerbook and The Huffington
KEY CLIENTS:
Post’s ‘ten to watch’ series.
PR Fiat-Chrysler Automobiles (Jeep, Dodge, Ram, Chrysler, Alfa Romeo, Fiat, Abarth, Mopar),
Maserati KSA, Help AG, Swissquote MEA
Social media Ferrari Middle East and India

TEAM LEADERS

Mirna Tamimi is a PR girl with
a penchant for automotive.
A Riyadh-raised rising star in
the region’s communications
industry, Mirna was named in
Campaign Middle East’s Faces to
Watch 2020 list and has already
worked on brands such as Fiat-
Chrysler Automobiles group,
Pagani, Ferrari, Maserati KSA
and The Ritz-Carlton. She was
also part of the Dubai Properties
team nominated for MEPRA In-
house Team of the Year.
Dalia Baddar leads on
social media and influencer
engagement at Gambit. A
member of Campaign Middle
East’s Faces to Watch 2020
list, Canadian-Palestinian
Dalia is a creative force with
experience on brands such as
Samsung, Ferrari, Alfa Romeo,
Fiat and Pinar.
Ziad Ashkar is a tech and
automotive expert who always
has a card up his sleeve.
Experienced in PR and talent
management, Ziad’s vibrant
personality and infectious
enthusiasm have seen him
work across brands such
as Bacardi, Philip Morris,
Lamborghini, Jaguar, Ferrari
and Fiat Chrysler Automobiles.
Rahaf Awad is a lifestyle media
maven with an enviable suite
of clients in her experience set,
including Infiniti Middle East
and Marriott International
across the disciplines of
public relations and influencer
engagement. A Syrian raised
in Riyadh, cosmopolitan Rahaf
graduated from Malaysia’s
prestigious Limkokwing
University of Creative
Technology with a master’s
degree in Communications &
Public Relations.
PR & EVENTS GUIDE August 30, 2020 17

Eleven PR Hanover Middle East

Founded 2020 Founded Hanover Group founded in 2008; Middle East office
Headquartered Dubai launched in 2017
Holding group Omnicom Heads of company Jonty Summers, managing director,
General manager Dan Leach Middle East
dan.leach@tbwaraad.com Offices London, Brussels, Dublin, Dubai, Abu Dhabi
SPECIALISMS Government relations; corporate PR; consumer PR; crisis & Holding Group Hanover, part of Avenir Global
Issues; social media jsummers@hanovercomms.com
hanovercomms.com
KEY CLIENTS Abu Dhabi Investment Office, Kempinski, Catrice, Essence,
Womanity Foundation +971 4 433 6122
SPECIALISMS Corporate communications; crisis and issues management;
financial communications and special situations; healthcare communications

FleishmanHillard Middle East

Founded 1946
Headquartered Dubai
Holding group Omnicom Group
Head of company Lucy O’Brien, general manager & partner
www.fleishman-me.com Hill+Knowlton Strategies
lucy.obrien@fleishman.com Founded 1927 in US; 1985 in Bahrain
+971 4 330 4010 Regional headquarters Dubai, UAE
SPECIALISMS Corporate and brand communications; healthcare Head of company Bashar AlKadhi, CEO
communications management; reputation management; employee www.hkstrategies.com
engagement and internal communications; crisis communications; +971 4 553 9543
stakeholder mapping; strategy development; regional campaign
coordination SPECIALISMS Energy & industrial; health & wellness; sports, entertainment,
culture & sponsorship; technology; finance & professional services; corporate &
KEY CLIENTS Agility, Boehringer Ingelheim, Bosch, Bose, Fitbit, Medcare, brand; government & public sector; crisis communications
Signify, UBS, USDEC, Western Union

Four Communications Group

Founded 2001 in London; 2004 in MENA
Regional offices Abu Dhabi, Dubai and Riyadh
Houbara Communications
Head of company Ray Eglington, group managing director Founded 2002
fourcommunications.com Formerly Grayling
mena@fourcommunications.com Headquartered Dubai
+971 2 447 2774 Founder and CEO Loretta Ahmed
+971 4 362 5129 loretta@houbaracomms.com
SPECIALISMS Integrated campaigns, social analytics & engagement, brand SPECIALISMS Media training; digital; senior communications counsel &
strategy, public relations, marketing, media planning & buying, creative & design, advisory; graphic design; content & outreach
digital marketing, media training.
KEY CLIENTS CNN, DFSA, DIFC Courts, Thales and Volkswagen
KEY CLIENTS Etihad Airways, UPS, UAE Space Agency, Marriott International,
Honeywell, Infiniti, Abu Dhabi Department of Culture & Tourism, Emirates Airline
Festival of Literature; Daman

Golin MENA
House of Comms
Founded 1956 (Chicago); 1976 (UAE)
Regional headquarters Dubai Founded 2012
Ownership IPG and Horizon Holdings Regional offices Dubai, Abu Dhabi, Saudi Arabia
Heads of company Yiannis Vafeas, managing director; Co-founders and managing partners Abby Wilks, Kaja Evans
Nitin Nambiar, general manager and Jamie Wilks
www.golin.com talk@housofcomms.com
+971 4 332 3308 www.houseofcomms.com
+971 4 275 4900
SPECIALISMS Corporate; financial communications; technology; consumer;
luxury; healthcare SPECIALISMS Automotive; government; F&B and hospitality; retail; tech
18 August 30, 2020 PR & EVENTS GUIDE

The Idea Agency In2 Consulting

Founded 1996 Founded 2010
Regional offices Dubai / Beirut Headquartered Dubai
Ownership Aviamost Advertising Managing director Anne Bleeker
Managing partner Rita Boustany www.in2consulting.com
rita.boustany@tia.ae in2@in2consulting.com
SPECIALISMS hospitality, tourism, retail, services, food & beverage +971 4 455 8499
KEY CLIENTS Millennium Hotels & Resorts, Ajman Tourism, Ajman Media City SPECIALISMS Communication strategy; internal communications; content
Free Zone, Natuzzi & Western Furniture strategy & creation; positioning & messaging; training & capacity building
KEY SECTORS Hospitality, technology, government, B2B

Impact Porter Novelli Innovative Advertising & Marketing

Founded 2000 Founded 2012
Regional headquarters Dubai, UAE Headquartered Dubai
Ownership BBDO Worldwide, an Omnicom holding company www.iam-me.ae
Head of company Fouad Bou Mansour info@iam-me.ae
www.porternovelli.com tanveer@iam-me.ae
+971 4 330 4030 +971 4 259 3572
SPECIALISMS Corporate communications, brand communications, SPECIALISMS Branding, digital print and production, exhibition stands,
technology, reputation management events, acrylic works, designing; advertisement campaign development (BTL),
activation, brand building, brand activation
KEY CLIENTS Al-Futtaim, P&G, Amazon, Seddiqui Holding
KEY CLIENTS Versace, Estee Lauder Group, Chalhoub Group, Paris Gallery, Al
Futtaim, Juma Al Majid, Al Tayer, Clarins, Emaar, MAF.

Founded 2014
Regional offices Geometry MENA HQ is based in Dubai, overseeing
teams across KSA, the GCC and North Africa
Holding group A WPP company and part of the MEMAC Group in the
Middle East
CEO, Geography Mena Nick Walsh
LEADERSHIP PANEL +971 4 305 0408
www.geometry.com
nick.walsh@geometry.com
Geometry, part of WPP, is the world’s largest and most awarded, end-to-end,
experiential, brand activation and creative commerce agency. In an experientially led,
digitally enabled world, we create rich, people-centric experiences that cultivate the
exchange between people, brands and cultures. Taking our legacy of expertise in retail,
design, and innovation, we help marketers build strategic and conversion-oriented
experiences, both physical and digital. Our ideas are emotionally and contextually
Nick Walsh Elias W. Bassil
CEO, Geometry MENA Head of Strategy,
relevant for people and commercially powerful for businesses. We do this in 54 cities
Geometry MENA across 40 markets, everywhere life intersects with commerce.

SPECIALISMS Experiential, brand activation, expo and cultural builds, LDX (live digital
experience), innovation, digital, e-commerce, branding and design, integrated retail
experience

KEY CLIENTS Coca-Cola, Coca-Cola Arena, British American Tobacco, Colgate, Pfizer,
Roads & Transport Authority, Department of Culture and Tourism Abu Dhabi, BP Castrol,
Global AI Summit, Twitter, Danone, GSK, UAE Central Bank

Safwan El Roufai Julian Hernandez AWARDS WON Cannes Lions, Dubai Lynx, London International Award, New York
EVP, Geometry MENA ECD, Geometry MENA Festival of Advertising, D&AD, One Show, Effies
PR & EVENTS GUIDE August 30, 2020 19

Inspiratus Group ISD

Founded 2012 Founded 2005
Headquartered Dubai, with offices in Abu Dhabi, Riyadh, Cairo, Headquartered Dubai, with offices in India, UK, USA, Vietnam,
Toronto, London and Washington DC Malaysia, Australia and Mauritius
www.inspirat.us Founder Suresh Dinakaran
pr@inspirat.us www.groupisd.com
+971 4 392 6610 suresh@groupisd.com
SPECIALISMS Strategic communications; PR; media relations; media training; SPECIALISMS Brand strategy; creative services; media; AI & digital marketing;
crisis communications PR & ORM/events

KEY CLIENTS Disney, National Geographic Partners, National Geographic Abu KEY CLIENTS Toshiba, Kioxia, Grand Stores, University of Bolton, Nikon
Dhabi, FOX Networks Group, ADNOC Logistics and Services, Shell

Instinctif Partners MENA

Founded 2013
Regional headquarters Dubai Jack Morton MENAT
Ownership Instinctif Partners (Global)
Head of company Samantha Bartel, CEO & managing Founded 1939
partner, MENA Regional HQ Dubai
www.instinctif.com Holding group Regionally held under the Middle East
middleeast@instinctif.com Communications Network (MCN) and globally part of the
+971 n4 369 9353 Interpublic Group of Companies (IPG)
Managing Director Rebecca Amey
SPECIALISMS Financial PR & investor relations; capital markets
rebecca.amey@jackmorton.com
communications; corporate communications & public policy; corporate
reporting (print/digital); ESG strategy & reporting; crisis communications SPECIALISMS Brand experience; event & experiential marketing; integrated
campaigns; strategic & experiential design; experience innovation in data,
KEY CLIENTS National Bank of Kuwait; Almarai; Mobily; Habib Medical
content and technology
Group; Amlak International; Jupiter Asset Management; ENBD REIT; Alwaleed
Philanthropies; ADES International; Shaker Group KEY CLIENTS Saudi Aramco, Ericsson, Siemens, adidas, Uber

LEADERSHIP PANEL

Founded 2001 for being the region’s premier luxury, Dana Tahir Marie Capucine Akilian
Ownership Havas and fashion and beauty agency, our portfolio General manager Senior communications
also includes a diverse, blue-chip set director
Promopub Limited
of clients that range from automobile,
Head of company Dana Tahir, finance, FMCG, hospitality and retail to
general manager environment brands.
dana.tahir@havasprme.com
KEY CLIENTS COTY, L’Oréal, Jergens,
+971 4 455 6000
Faces, L’Occitane, Nakheel, Agthia,
Regional offices Dubai, Abu Idemia, Cofrex, KIKO Milano, CH Carolina
Dhabi, Riyadh, Jeddah, Muscat, Herrera, Tory Burch, Michael Kors
Cairo, Beirut
SERVICES Corporate; health; luxury; Razan Karim Mathilde Montel
The youngest agency network in the top fashion and beauty; strategic alignment; Communications director Communications director
10, Havas PR has offices in six countries key messaging; media relations;
and eight cities. Based out of Dubai, we social engagement; event concept
provide our clients with fully integrated and management; measurement and
public relations services including social analysis; media training; crisis and
and digital PR. While we are known reputation management
20 August 30, 2020 PR & EVENTS GUIDE

Katch International Market Buzz International

Founded 2010 Founded 2001
Offices Dubai and London Headquartered Fujairah
Head of company Georgina Woollams Head of company Mita Srinivasan
katchinternational.com www.themarketbuzz.net
info@katchthis.com mbi@themarketbuzz.net
+971 4 243 8577 +971 6 7409793
SPECIALISMS PR and communications; social media management and SPECIALISMS Technology, start-ups
content creation; design and branding; digital marketing; photography and
KEY CLIENTS ChannelHub, EasyPick, Jackys Business Solutions, Pagero, Nokia,
videography
Qafila, TiE Dubai, Metallicoin
KEY CLIENTS Rove Hotels; Dubai World Trade Centre; Live Nation; Suit Supply
(Dual Investment); Najahi Events; Empire Movies; Dubai International Financial
Centre;Dubai Opera; OPSO (Rafid Gourmet); Global Event Management

Markettiers
Founded 2014 (in Dubai); 1990 (globally)
Regional headquarters Dubai; global headquarters in London
Leidar MENA Managing director, MENA Cheryl King
www.markettiers.com/dubai
Founded 2018
cheryl.king@markettiers.com
Regional headquarters Dubai
+971 4 369 2709
Ownership Leidar SA
Heads of company Rolf Olsen, founder & CEO; Andreas Keller, SPECIALISMS International and regional broadcast media relations; podcast
strategy; production, distribution; promotion and measurement; virtual and live
managing partner; George Kotsolios, managing partner streaming; surveys; video distribution
andreas.keller@leidar.com
george.kotsolios@leidar.com KEY SECTORS Automotive; governmental; technology; consumer
focused clients
SPECIALISMS Communications strategy; positioning & messaging; content
development; crisis management; training
KEY CLIENTS Al-Futtaim Engineering, Al-Futtaim Commercial Vehicles, DC
Aviation, Mondia,  ZIINA
Matrix Public Relations
Founded 1999
CEO Hilmarie Hutchison
matrixdubai.com/public-relations
LinkViva talk@matrixdubai.com
+971 4 343 0888
Founded 2003
Headquartered Dubai SPECIALISMS PR; social media; influencer marketing; digital marketing; crisis
management; media training; content marketing; reputation management;
Managing director Alexander Bendiouis website and app development.
www.linkviva.com
KEY CLIENTS Al Masah Capital, Regulus Capital, Allied Investment Partners,
alex@linkviva.com
Himalaya, India Gate, Diva Abaya Couture, Steve Madden, ECCO, Ajman
+971 4 442 0743 Sewerage, Oxford Business Group
SPECIALISMS Experiential; festivals; MICE; activations; government events
KEY CLIENTS Department of Culture & Tourism, Department of Tourism and
commerce, Dubai Festival City, Emaar Malls, Nakheel Malls

Memac Ogilvy
Founded 1984
Regional offices Abu Dhabi, Amman, Beirut, Cairo, GCC, Dubai,
M&C Saatchi Public Relations UAE Jeddah, Kuwait City, Manama, Riyadh, Tunis
Holding group WPP
Founded 2017
Heads of company Patou Nuytemans (Chief Executive, MENA),
Offices Dubai and Abu Dhabi, with its global HQ in London, with
Ghassan Maraqa (COO, MENA), Ashraf Shakah (Regional
eight offices worldwide, as well as a network of international
Director, PR & Influence, MENA)
partners across Asia-Pacific and Benelux.
www.memacogilvy.com
Ownership M&C Saatchi
info@memacogilvy.com
Head of company Amy Brill, head of PR UAE; Molly Aldridge,
+971 4 332 0002
global CEO
mcsaatchipublicrelations.com SPECIALISMS Brand strategy and advertising; customer engagement and
+971 4 446 3209 digital; social media performance; consulting; PR and influence (reputation
protection, C-suite advocacy, brand influence, employee engagement and media
SPECIALISMS Public relations, experiential, social media,corporate/B2B, influence)
design, consumer/B2C, editorial, content creation, media relations
KEY CLIENTS Adnoc Distribution, American Express, Arab Bank, The Coca-
KEY CLIENTS Discovery, Rolls-Royce Abu Dhabi Motors, Pizza Hut, Disney Cola Company, Expo2020 Dubai, IBM, IKEA, Mondelez, NCB, STC (Bahrain and
Destinations, Benefit Cosmetics, United Nations Kuwait), Yahsat, Zain Iraq
PR & EVENTS GUIDE
Plus 1 Communications
Founded 2013 (London); 2015 (Dubai); 2015 (Mumbai)
Offices London (HQ), Dubai, Mumbai
Chairman Ricky Ghai
hello@plus1comms.com
+971 4 326 1133
+971 55 240 5752
www.plus1comms.com
Plus 1 Communications is a fully integrated PR and digital solutions agency with offices
in Dubai, London and Mumbai. We are expert storytellers that that make brands stand
out from the crowd by developing the perfect story to reach their target consumer
with the right message at the right time, via the right channel. We have an influential
senior team to ensure high-calibre delivery, focusing on integrated delivery so that we
never miss an opportunity. We build our client relationships on a balance of trust and
transparency and will only promise excellence where we can truly deliver it.
SPECIALISMS PR, social media, content creation, creative design
KEY CLIENTS Bloom Education, Canadian University Dubai, Aldenham Education
Group, Dubai Design Week, Euronews, Sole DXB, Tough Mudder, CarFest, Wagamama,
Waterfront Market
INDUSTRY SNAPSHOT HOW HAS COVID-19 CHANGED YOUR
RELATIONSHIP WITH CLIENTS?
Our relationships have strengthened as
ANNA we’ve helped our clients navigate through
HOPE the continuous changes of the past few
months, and advised heavily on how best to
Managing Director Middle East, communicate during the pandemic. Our
Plus 1 Communications digital strengths have also allowed us to
work differently and support our clients
with their multiple needs.
The key for us is to work with clients who
truly understand the value of
communication. We’ve all seen a number of
brands that have thrived during the
pandemic and have done so through
innovative communication campaigns and
collaborations. When a crisis hits, it’s really
not a time to stop communicating; it’s a
time to change your message and reassure
your customer base.  media outlet then it will be published.
HOW HAS COVID-19 CHANGED THE WAY
YOUR AGENCY OPERATES?
Having international offices, has always
meant we have been digitally connected, so
the UK, Dubai and Mumbai team were all
able to adapt quickly to remote working.
Moving all our client meetings online was a
big change, and I’m sure it is something that
we will continue with. We’re also thankful to
have such a diverse portfolio, and will
continue to expand this.
As communicators, we don’t really need
much in terms of a physical office (although
August 30, 2020 21
LEADERSHIP PANEL
Ricky Ghai Karen Lane
Chairman Group Managing Director
Anna Hope Nermine Kashef
Managing Director, Senior Publicist
Middle East (Bi-lingual)
we’ve just opened a third office opposite
Windsor Castle in the UK) ,just a laptop,
phone, a contact list and off we go. We really
can work from anywhere as long as the team
is connected and coordinated, and as a team
that has worked together for many years, we
understand our strengths and weaknesses
and can easily support each other.
HOW HAS THE PANDEMIC CHANGED
YOUR RELATIONSHIP WITH MEDIA?
We’ve witnessed the further decline in
media titles, and noticed that editorial
teams have shrunk, so there has certainly
been an added pressure to find editorial
space. We noticed the introduction of
paywalls, and pay-per-press-release, but,
having worked in this industry for 20 years,
I truly believe that if you have a strong
news story and you pitch it to the right
News doesn’t stop. If the story isn’t strong
enough, then you have go back to the
drawing board.
The pandemic has certainly sped up the
digital transformation of businesses, and as
a result we’ve noticed an increase in digital
campaigns for our clients. The key for all
campaigns, though, is communicating the
right message to the right audience at the
right time via the right medium. Media will
always be part of our communications
strategy, but we’ve learnt to adapt and
ensure we use the best channels to get the
best results.
22 August 30, 2020 PR & EVENTS GUIDE

Motivate Events MVM & Co

Founded 1979 Founded 2015
Headquartered Dubai Headquartered Dubai
Heads of company Anthony Milne, chief commercial officer; Head of company Morgan Venison, founder
Mona Motamedi, senior event manager www.mvm-co.com
motivatemedia.com/services/events/ hello@mvm-co.com
events@motivate.ae +971 4 261 6334
+971 4 427 3000 +971 50 843 9826
SPECIALISMS Motivate Media Group has a thriving events division, with SPECIALISMS Public relations, influencer endorsements, social media
numerous high-profile events staged throughout the year. From glamorous management, content creation, event organising, talent management, digital
award ceremonies, to all-day music festivals, a dedicated marketing and events marketing, consulting
team ensures that all events are a valuable extension of our clients’ brands.
KEY CLIENTS Tips & Toes, Tania’s Teahouse, 1004 Gourmet, Kaffe Bloom,
Lamise Beauty, Protein Bakeshop

Pencell PR & Events

MSL Group ME Founded 1999
Headquartered Dubai, with offices in Abu Dhabi, Beirut, Dubai,
Founded 2001 Jeddah, Riyadh
Offices Dubai, Abu Dhabi, Beirut, Riyadh, Jeddah, Cairo Holding group The Network Communication Group
Holding group Publicis Groupe Sister companies/affiliations Wetpaint, AGA ADK, Equation
Head of company Ajit Ramaswami Media, BrandTribe
middleeast.mslgroup.com Heads of company Roger Sahyoun, chairman; Eddie Maalouf,
dubai@mslgroup.com COO; Jessy Abi Khattar, communication director
SPECIALISMS Corporate communications; crisis management; strategic pencellpr.com
media relations; consumer & influencer management; public affairs +971 4 4503933
KEY CLIENTS Samsung, Procter & Gamble, Ericsson, Aramco, Global Village KEY CLIENTS Piaget, Bosh, Siemens, Al Khayat Group, Meraas Leisure and
Entertainment, BBAC, AMGEN, BEAR Real Estate Consultants, LG Electronics

LEADERSHIP PANEL

Founded 2007
Regional Offices Dubai, Jeddah
Head of Company Steven Hetzer
+971 4 552 0565
www.sweetwatermea.com
Steven Hetzer Tom Gray
contact@sweetwatermea.com CEO & Founder Executive Director

We are one of the region’s leading experience agencies. Some of the most compelling
and effective experiences in the region were dreamed up, carefully crafted and
delivered with love from sweetwater. Our mission is to connect brands with their
audiences by executing daring ideas flawlessly in order to deliver tangible results. We
continue to strive to be globally recognised for creating the most disruptive, authentic
experiences in the region.

SPECIALISMS Experiential marketing, live events, brand experiences, retail

Usman Saleemi Das Baby
engagement, social media, digital and content, PR and culture marketing, sponsorship
Head of Creative Patron Saint of Disruption
activation, conferences and exhibitions, virtual events and interactives

KEY CLIENTS adidas Group, Pernod Ricard (Absolut, Jameson, Chivas Regal), British
American Tobacco, Unilever, Marriott Group, Cerner, Netflix, Vans
PR & EVENTS GUIDE August 30, 2020 23

Performance Communications PRCO Dubai

Founded 2009 Founded 1990
Regional headquarters Dubai Headquartered Dubai, UAE
Head of company Ian Drinkwater Head of company Jonathan Rivlin
www.performancecomms.com enquiry@prco.com
admin@performancecomms.com SPECIALISMS Strategic consultancy; media and influencer relations; content
+971 4 551 5472 creation; digital marketing
SPECIALISMS Public relations; events; digital; social media management; KEY CLIENTS One&Only Resorts, Radisson Hotel Group, Rome Cavalieri
content creation; video & photography; sponsorship activation; influencer Waldorf Astoria Hotel, Dubai Golf, One Wall Street, The Towers at Waldorf
relations; paid media Astoria New York
KEY CLIENTS Bentley; SAIC Motors (MG); Peugeot; Continental; Renault Trucks;
Lamborghini

PS Events & PR
Pop Communications Established 2009
Founded 2017 Headquartered Beirut
Headquartered Dubai info@pseventsandpr.com
Heads of company Zainab Imichi Alhassan and Sarah Curtis +961 3 066 337
www.popcomms.ae +961 3 102 659
info@popcomms.ae +961 1 290 390 ext.1212
+971 4 876 8717
SPECIALISMS Public relations firm catering to a select clientele – art, fashion,
SPECIALISMS PR; social media; events; influencer marketing; digital marketing hospitality, real estate, entertainment and media 

KEY CLIENTS NRTC Fresh, KARE, Chattels & More, BOSCH, Saba Kombucha KEY CLIENTS CMA CGM, ABC Department Store, Pikasso, Pikasso d’Or, Medco,
Depeche Mode, 6:05

W7Worldwide Marketing Communications

Consultancy Agency
Co-founders Abdullah Inayat; Abdulrahman Inayat
+966 12 661 4579
+966 56 720 1039
www.w7worldwide.com/
info@w7worldwide.com LEADERSHIP PANEL
abdulrahman@w7worldwide.com
a.inayat@w7worldwide.com

W7Worldwide is an independent consultancy that has established itself as a prominent

marketing communications agency in Saudi Arabia. Our understanding of the local market
converged with our global reach and knowledge enables us to bridge our clients with their
audiences. We specialize in marketing communications, which serves as an umbrella for our
broad array of services. Clients approach us when they are looking to build brand awareness,
Abdullah Inayat
elevate their brand reputation, or are in need of crisis management. Co-Founder

Our extensive work and experience span the technology, healthcare, government, corporate,
consumer products, and entertainment sectors and their various subdivisions.

W7Worldwide’s purpose and objective is to fill the gap in communication that exists in the local
market. Communicating effectively with audiences has become essential for the survival of
brands the world over and we aspire to leverage our local insight of the market as an innovative
solution to this growing need.

SPECIALISMS Brand solutions; reputation management; crisis management; stakeholder Abdulrahman Inayat
mapping and engagement; media outreach and media relations Co-Founder
24 August 30, 2020 PR & EVENTS GUIDE

Q Communications Shadani Consulting

Founded 2010 Founded 2016
Offices Dubai, Abu Dhabi, UK Headquartered Dubai, with affiliate agencies in Saudi Arabia
Heads of company Elsa Roodt & Katie Harvey Head of company Zaib Shadani, founder & managing director
elsa@qcomms.ae www.shadaniconsulting.com; www.thecommsroom.academy
katie@qcomms.ae info@shadaniconsulting.com
www.qcomms.ae +971 50 911 6138
SPECIALISMS Public relations; social media; digital marketing; influencer SPECIALISMS PR outreach and strategic planning; events (including press
marketing; content development conferences, product launches, etc.); content creation and copywriting; media
interviews, features and in-depth profiling; crisis communication; reputation
KEY CLIENTS Aldar, Reebok, Repton School Dubai, Soneva Maldives, Sunset
management; influencer activations and engagement; training through The
Hospitality Group
Comms Room sister company

Quill Communications
Founded 2010 The Shakespeare Agency
Headquartered Dubai Founded 2014
Head of company Maan Abou Dargham, owner Headquartered Dubai
www.quillmena.com Founder and CEO Ananda Shakespeare
info@quilmena.com ananda@theshakespeare.agency
+971 4 439 0490 +971 50 296 0503
SPECIALISMS Public relations; social media management; event management; +971 4 311 6732
digital advertising; creative design
SPECIALISMS Public relations, media relations, strategy, content and branding
KEY CLIENTS Damac Properties; UAE Exchange & Unimoni; Foreign
Exchange & Remittance Group (FERG); Emirates Defense Industries Company KEY CLIENTS The Brooklyn Creamery, Café Isan, PH Real Estate, Spotii,
(EDIC); Mohammed Bin Rashid Al Maktoum Knowledge Foundation (MBRF); Plantation Villa
International Institute for Tolerance; Zakat Fund; Al Fardan Exchange; Federal
Electricity & Water Authority (FEWA); Hamdan Bin Mohammed Smart University
(HBMSU)

Social Shop by Aurora

Founded 2016
Raee Public Relations Headquartered Dubai
Founded 2003 Heads of company Annie Meikle and Iona Al Suwaidi
Headquartered Dubai www.socialshopdubai.ae
www.raeeme.com annie@socialshopdubai.ae
+971 4 450 6870 +971 4 456 2921
SPECIALISMS Strategic PR consultancy; media relations; reputation SPECIALISMS Content creation; B2B; social media strategy; influencer
management; blogger engagements; crisis management; media training; outreach; digital PR; thought leadership; social listening; community
corporate social responsibility. management; social advertising
KEY CLIENTS Ajman Free Zone, Citizen, Cityland, Repton & Foremarke KEY CLIENTS Injazat; Fuji Instax Middle East; Julphar Life; BurJuman Centre;
Schools, Aster Viva Supermarket; Smart Automation Energy; Titan Watches; Forrey and Galland

The Revelation Consultancy

Sociate
Founded 2016
Headquartered Dubai, with affiliates in the GCC and Founded 2015
MENA, partnering a global agency covering all international Headquartered Dubai
geographies Head of company Rosa Bullock
Head of company Urvashi Kadam. www.sociate.ae
urvashi@therevelationconsultancy.com hello@sociate.ae
+971 50 357 0206 +971 4 321 3139
SPECIALISMS Reputation management;, PR strategy and outreach; crisis SPECIALISMS PR; thought leaders (personality PR); blogger/influencer
management; CSR; influencer marketing activations; marketing; social media; PR and marketing consultancy; copy
writing; translation; events; design
KEY CLIENTS Tech Mahindra, Sennheiser Middle East, SAMENA (South Asia
Middle East North Africa) Telecommunications Council, Lukoil, GfK KEY CLIENTS SoBe; Waterclub.ae; WET; Yalla Baby Box; Taikun; PLACE
Community Managers; Analog Room; The Collective DXB; Distillery; Arctic Trucks
PR & EVENTS GUIDE August 30, 2020 25

Founded 1998
Offices Dubai (regional HQ); Jeddah (corporate HQ); network offices
in Riyadh, Kuwait, Muscat, Manama, Cairo, Beirut and Amman; affiliate
offices in Casablanca, Istanbul, Tunis and Algiers
President and CEO Mohamed Al Ayed
+971 (0)4 367 2530 (Dubai); +966 (0)12 662 5757 (Jeddah)
LEADERSHIP PANEL
www.traccs.net
info@traccs.net

TRACCS is MENA’s largest independent communications consultancy network with

Mohamed Al Ayed
President and Chief Executive Vice President
Executive Officer
more than 200 professionals working across 13 countries. A multiple award-winning
practice, TRACCS is the only MENA-based agency to be featured in the Global Top 250
PR Agency Ranking by PRovoke (#128 in 2020) and is a member of Public Relations
Communications Association (PRCA). Founded with the goal of building an indigenous
Arab public relations industry, it is the only communications practice with a sustained
commitment to nurturing the talent of young communicators across the region, and
Majdi Al Ayed today employs the largest pool of Arabic-speaking communications professionals,
with 85 per cent of its employees being native Arabic speakers.
& MD – UAE
SPECIALISMS Strategic advisory; media engagement; content development;
crisis management; CSR; digital; Enrich (communications training) and internal
communications

KEY CLIENTS Public Investment Fund (PIF) of Saudi Arabia, Toyota Motor
Corporation, Four Seasons Hotels & Resorts, Saudi Arabian Airlines, Huawei
Technologies, DHL, Deezer, National Bank of Bahrain, Boursa Kuwait, Dubai Mercantile
Exchange, and Saudi Customs
Roger Mezher Shereen Bushehri
Chief Financial Officer Vice President – Innovation AWARDS TRACCS has won 76 international and regional awards and distinctions
and Development for service and creative excellence from PRovoke (formerly known as The Holmes
& MD – Bahrain Report), The Sabre Awards, IPRA and PRCA

Communications for a changing world

MOHAMED AL AYED In a world of new normal, only has brought about were sown much earlier. Take, for
instance, the rise of strategic communications
President and CEO, TRACCS organisations and brands that can gradually displacing service-based deliverables in
reimagine their communications the last few years. While the offering has largely
will be able to restart impactful remained the same, it is now packaged under an
advisory-based solutions mix that responds to
conversations clients’ growing need for strategic input.

O
ne of the biggest after-effects of Covid-19 has
been the seismic shift in priorities for
organisations globally as well as in our region.
In an effort to safeguard their interests, companies
have gone into survival mode to navigate the
challenges posed by the pandemic. Across all
functions, the “must-haves” have quickly become
“the-can-do-withouts” and the long-term objectives
have been replaced with immediate needs.
Accordingly, the communications machinery of
organisations has been hard at work to maintain the
same level of connection with their audiences as
before in an effort to sustain their bottom line and
stay afloat. But, to truly restart conversations that will
generate an enduring impact on business operations,
organisations and brands must look beyond the
survival mindset and small, short-term wins to
embrace a cautious but refreshed approach to
bouncing back in this new normal we live in today.
The need of the hour is to look at the ongoing
crisis as an ‘opportunity in disguise’, especially since
the seeds of the massive change that this pandemic
To survive and then also succeed in this evolving
ecosystem, companies must reimagine their
approach to communications. As the region’s
largest independent communications consultancy,
we have seen that companies that are successful at
‘recalibrating their strategy’ by acknowledging the
new reality and adapting themselves to deliver
meaningful outcomes, stand to gain the most.
This also needs to be coupled with a ‘reinvention
of communications tactics’ to focus on quality
over quantity, value over volume and change over
convenience. And, finally, the approach needs
to be packaged and perfected with a ‘rejuvenated
appeal’ that humanises and emotionalises the
brand to make it relatable, relevant and, most
importantly, resilient.
Communications for a changing world, therefore,
is communications that serves as both a
differentiator and an enabler more than as a mere
facilitator, as was the reality for many years. In a
changing world, communications is nothing short
of a game-changer – and that is the new reality of
the new normal.
26 August 30, 2020 PR & EVENTS GUIDE

Spread Communications TishTash Marketing & Public Relations

Founded 2014 Founded 2012
Headquartered Dubai Headquartered Dubai
Head of company Shamim Kassibawi Head of company Natasha Hatherall
https://spreadcomms.com/ natasha@tishtash.com
Hello@SpreadComms.com SPECIALISMS Beauty; health; wellness; kids & family-focused brands
+971 4 551 7285
KEY CLIENTS Medcare, ASICS, Bath & Body Works, Rodial, Häagen-Dazs
SPECIALISMS Corporate PR; healthcare PR; B2B PR; personality profiling

Story Public Relations Toh PR

Founded 2018 Founded 2011
Headquartered Dubai Headquartered Dubai
Head of company Laetitia Tregoning, owner Holding group PRCO
www.story-pr.com Head of company Sophie Toh
tellme@story-pr.com www.tohpr.com
+971 56 724 2154 +971 4 382 8900
SPECIALISMS Extraordinary individuals, design & culture, luxury hospitality SPECIALISMS Consumer brand building; collaborations and partnerships;
(senior advisory, thought leadership, CEO communications, brand development, media and Influencer relations; event management; photography and digital
strategic partnerships) content generation

KEY CLIENTS Dr Reem el Mutwalli, Manal Omar, Mango Tree Restaurants KEY CLIENTS Ferrari Middle Easta and India, Viacom, Savills, Tata Group,
Worldwide, Delivering Asia Communications, Flint Cultures, FCM Travel Solutions Patek Philippe

sweetTalk Umami Communications

Founded 2019 Founded 2016
Regional offices Dubai,Jeddah Headquartered Dubai
Social media manager Luanne D’Souza Head of company Colin Hutton
+971 4 552 0565 www.umamicomms.com
www.sweetwatermea.com/sweettalk taste@umamicomms.com
talk@sweetwatermea.com +971 52 487 0923
SPECIALISMS social media (social commerce, omnichannel integration, SPECIALISMS Press/media management; marketing/PR – campaign creation;
community management, content creation, ad campaign management); social media advertising; content creation; social media management; brand
PR (guest list management, media outreach, product seeding); influencer synergies; bespoke events; F&B advisory services
marketing (analysis & selection, strategy and consultation, KOL management);
culture marketing (hype launches, insights & trends, brand partnerships) KEY CLIENTS Zuma Dubai & Zuma Abu Dhabi, Remy Cointreau Group, Pickl,
LPM Restaurant & Bar (Dubai and Abu Dhabi), ROKA Dubai, London Dairy Cafe,
KEY CLIENTS adidas, American RagCie, Pukka, Reebok, Vuse, Westin Hotel & THREE Coffee, The Roost, Sausage Fabrique
Resorts, Sunsilk, Ray Ban, Seven Sisters

Viola Events
Those Guys Events Founded 2001
Founded 2015 Headquartered Abu Dhabi
Headquartered Dubai Holding group Viola Communications
Head of company MonBelle Head of company Ammar Sharaf, CEO and board member
www.wearethoseguys.com http://vevents.ae/
monbelle@thoseguys.ae marketing@viola.ae
SPECIALISMS Event project management; conference and exhibition +971 2 6449444
management; corporate branding; event production and décor; audio-visual SPECIALISMS Conceptual & experiential design; content creation; innovative
event production & stage management technology; event management; event production and logistics
KEY CLIENTS Meraas, Dubai Sports Council, KHDA, Tecom Group, KEY CLIENTS Abu Dhabi Department of Education and Knowledge; Meraas;
Chalhoub Group UAE Ministry of Tolerance; First Abu Dhabi Bank; Department of Health –
Abu Dhabi
PR & EVENTS GUIDE August 30, 2020 27

Viola Public Relations Yardstick Marketing Management

Founded 2001 Founded 2012
Headquartered Abu Dhabi Headquartered Dubai
Holding group Viola Communications Head of company Anishkaa Gehani
Head of company Ammar Sharaf, CEO and board member www.yardstick-marketing.com
marketing@viola.ae info@yardstick-marketing.com
press@viola.ae +971 4 351 8584
http://vpr.ae/ SPECIALISMS PR; social media; digital marketing; events and activations;
SPECIALISMS Strategic external and internal planning; content development corporate gifts; media buying; copy writing; design, podcast, influencer marketing
and media relations; stakeholder engagement; crisis and issues management; KEY CLIENTS Al Wahda Mall, Plaza Premium Group, Motorola, B&O, VAIO,
corporate social responsibility Fluke, Landmark Leisure, Thrustmaster, Hercules, RSM International, Habib
KEY CLIENTS Abu Dhabi Digital Authority, Emirates Rail, Federal Tax Authority, Bank AG Zurich, BNI, doramakaba, Scott Safety, Semmco Ltd., IBM, MENALAC,
Abu Dhabi Social Support Authority, Emirates Foundation Bedaya General Trading LLC, Organic & Real, Cambridge, King’s Traders, Gifto’s
of London, Abicalçados, Jabra, Precious Paws, QNA International, Banks Legal,
Al Rostamani Communications

w2w Events
Founded 2010
Head of company Zareen Khan, owner
www.w2wevents.com
Yugen Public Relations
zareen@w2wevents.com Founded 2015
+971 52 765 5525 Offices Dubai and Manila
Head of company Josh M Yugen
SPECIALISMS Art exhibitions; artist management; PR
info@yugenpr.com
management; creative events; film scripting & production;
content writing; fashion shows & conferences SPECIALISMS Fashion; luxury; beauty; tourism/hospitality; real estate

KEY CLIENTS MECSC – Middle East Council of Shopping Centres; The Ballet KEY CLIENTS AMATO Couture, Dubai Autism Center, Aston Martin Residences
Centre Dubai; Mad About Dance; ABRA VM SD – Visual Merchandising & Store Miami c/o City First Realty, Smile Train, The Miss Universe Organization
Design; PT Explores – Wildlife & Nature Preservation

Weber Shandwick MENAT Z7 Communications

Founded 1983 Founded 2007
Regional HQ Dubai Headquartered Dubai
Holding group Middle East Communications Network (MCN) Head of company Zeina El Dana, owner
CEO Ziad Hasbani www.z7communications.com
zhasbani@webershandwick.com +971 4 477 2389
SPECIALISMS Corporate reputation; banking and financial services; consumer SPECIALISMS Brand consulting & strategy; PR & communication; events &
marketing; government communications; integrated communications
experiential; digital & social strategy; content creation & production
KEY CLIENTS Mastercard, First Abu Dhabi Bank, General Motors, Farah
KEY CLIENTS Salvatore Ferragamo, NET-A-PORTER, MR PORTER, Ermenegildo
Experiences, Netflix
Zegna, Kristina Fidelskaya, Charlotte Tilbury, Aesop, Messika, Vacheron
Constantin, Bagatelle

White Water Public Relations

Founded 2008
Headquartered Dubai, with affiliates across the globe Zia Creative Network
Head of company Prem Ramachandran
www.whitewaterpr.com Founded 2009
prem@whitewaterpr.com Offices Dubai, Abu Dhabi, Halifax
+971 50 453 7253 Head of company Waseem Yakdi
waseem@zianetwork.com
SPECIALISMS Communication strategy for Expos; strategic communications;
media training; CEO positioning; social media communications; launch SPECIALISMS Advertising; marketing; photo/video production; PR and events
campaigns; event conceptualisation KEY CLIENTS Ministry of Interior, Dubai Police, Jaguar Land Rover, Abu Dhabi
KEY CLIENTS Multinationals including local, regional and international brands Pension, ADNEC
28 August 30, 2020
HANDS-FREE
HANDSET SALES
Lucy Aziz, GCC public relations manager for
phone manufacturer Oppo, explains how Covid-19
affected the brand’s PR strategy
C
ovid-19 coincided with key initiatives
for Oppo. We had two major launches
in the pipeline, introducing our
latest technology in the Reno3 series
and one for Find X2 Pro, and both were
important drivers of success for our region.
We had to adapt overnight and pivot to new
channels very quickly as we had a small
window to react. We reframed our strategy
towards a more content-centric, digital
approach without sacrificing our pre-Covid
visibility objectives. The learnings from
what was initially an experiment have
brought forward very poignant audience
and channel insights that will shape our
strategies for the region as we approach the
new normal.
The interesting thing about the situation
we found ourselves in is that it really forced
us to reconsider our approach and think
outside the box. Physical events are usually
a huge aspect of global phone launches.
Still, we had to completely change tack and
think of innovative approaches to ensure
our phones had consistent messaging,
awareness and visibility in the market in
the absence of a physical launch. While this
presented limitations, it also presented
opportunities and enabled a broader scope.
The launch of the Reno3 coincided with
the start of the pandemic in the UAE, when
lockdown had just been enforced. We had
to reconsider the online customer journey
and ensure that it was achieving efficacy
and efficiency to deliver ROI on our spend
through our growing e-commerce business
channels. The objectives remained the
same for comms: driving awareness,
consideration and understanding of the
phone’s benefits.
We had to adapt quickly to make sure
that while we were not able to physically
launch, consumers were still able to
understand the benefits of the product. We
realised that we can still achieve successful
noise online, especially as so many people
were at home in front of their screens.
It also gave us more freedom to invest in
content creation and promote it well to
reach more eyeballs and get more visibility.
Oppo is a very young brand, driven by
young people, for young people, so our
customers are already online, making this
switch to digital channels seamless.
We could speak to a wider audience but
create customised messaging for each
market and have a tailored approach to
satisfy the different nuances we
experience across such a diverse region.
A virtual event means a larger attendance
and reach, so is less of a time investment
for many of our media. We are now seeing
people are getting more and more used to
online events as we adapt to the new
lifestyle. Just recently, we hosted our
SuperVOOC conference online, and we
received as much interest and
engagement post-event as we would have
if this were a physical event.
Another positive learning that came
from the pandemic was that we, as Oppo,
truly realised the benefit of brand love
and having loyal supporters that
genuinely believe in the brand and help it
grow. We have worked tirelessly to build
our brand in the MEA region since we
entered the market in 2015, and we really
saw this effort bear fruit during these last
few tough months. We have long-
standing partnerships and relationships
with many top-tier media and influencers
– our army of Oppo ambassadors, as we
call them – who continued to support us
and remain as active as ever as we
brought them our products in different
ways. They are more than just partners to
us; they are an extended part of our team.
Despite the absence of physical events,
we’ve experienced high sales of both the
Reno3 and Find X2. What we’ve seen is that
as things start to return to normal,
consumers want to treat themselves and
celebrate the return to some normalcy, and
one way of doing this is by purchasing a
new device. We take great pride in the fact
that we treat our customers as partners –
every single person that buys an Oppo
phone plays a part in our success, and we
treat them as such. It is our customers that
have contributed to us experiencing 214
per cent year-on-year growth for Q1 2020,
something we are hugely proud of.
At a time when consumers are very
critical of brands, it is brands with
integrity that people react positively to.
Throughout all of this, we live by our
guiding principle of the Chinese term
and philosophy, ‘benfen’, which means
one’s part or duty; it is focused on
accountability. We believe our duty
is to share our technology to make our
customers’ lives easier. We have seen
time and time again that our customers
take the time to truly understand the
real value and benefits that Oppo can
bring them. We recognise that and
we respect their needs and aim to
deliver accordingly.
While the pandemic forced our hand,
four months into the journey, we’ve
learned quickly, and these new
approaches will inevitably shape our
path forward. Our mission remains the
same; will keep forging ahead, keep
learning and keep bringing the best of
Oppo to the region.
By LUCY AZIZ, public relations manager GCC, Oppo

NON- W
ell, it’s been quite the year. And as
I type today, there seems no end to
the relentless pace of change, to
the level of daily uncertainty and
to the level of resilience employees and
STOP
business leaders need to navigate their way
through the ‘new normal’ – two innocent
words currently striking dread into the hearts
of the most experienced CEO. To use another
cliché, in such ‘unprecedented times’ the
pace of news has stepped up to keep up,
covering infection rates by the hour,
government responses by the day and what
NEWS
feels like fresh disasters by the week. Digital
media has come into its own, with social
media adding another breathless layer of
coverage, made more complex by a
proliferation of fake news and a smear
of sensationalism.
So, in a world where we face the largest
health crisis since the Spanish flu, the most
serious civil rights crisis since the 60s, one of
the biggest non-nuclear explosions in history
In an era of chaos, and the most drastic economic downturn
seen a century, what does that mean for the
confusion and change, people helping brands find a voice? Is there a
Sophie Toh asks, how sensitive yet impactful way to communicate
through the confusion and the melee, and, if
should we communicate? so, what does it look like?
THINKING GLOBAL
What is clear is that communications
professionals have no choice but to think
global. In a pragmatic sense, in a world
where client revenues are compromised,
such consolidation may be a case of basic
business survival. However, it’s also vital
that brands think on a global level to match
the spread of the virus. These few months
have been marked by the opening and
shutting of borders at incredible speed,
meaning that consumer travel and spending
trends change with them. For example,
at the start of the year, many of our
international hospitality and retail clients
zoomed in on the Middle East as a lucrative
market as a response to the closure of
Chinese borders. Many wanted accelerated
strategies quickly rolled out in March and
April, to capitalise on the summer outbound
travel from the GCC market. As the virus
‘‘WHILST MANY
THINGS REMAIN
UNCLEAR, WHAT IS
APPARENT IS THAT
DURING THESE TIMES,
CYNICISM AND OVERT
SELLING TACTICS
MUST BE PARKED
FOR A WHILE.”
By SOPHIE TOH, founder of Toh; director, PRCO Group
August 30, 2020 29
spread, plans were scrapped, and we
changed course again to focus on all things
domestic, and locations that covered the
new vogue for staycations or Covid-19-
appropriate leisure experiences. Our
network of seven offices, from London to
Shanghai, has let us weather this process
relatively well. But the need to stay
responsive, communicate incredibly quickly
and pivot our plans with just hours of
preparation seems far from over.
STRATEGY MATTERS
The tone of communication has to change
too. In a ‘cancel’ culture where the public can
exile brands or people with unfavourable
views via Twitter, and in a world where
frontline workers are our new celebrities,
there’s a need for brands and people of
influence to proceed with caution.
Communicating in a world of rapid societal
shifts and quick judgements is not straight
forward. Who, like me, has not cringed at the
Duke and Duchess of Sussex’s moralistic and
clumsily ‘woke’ input into the racial debate
in the US, whilst releasing a book called
Finding Freedom, bemoaning the difficulties
of their gilded former royal cage? Or guiltily
hidden their Boohoo fast-fashion at the back
of their wardrobes? This is most definitely
the time to trust and call in the experts.
Since March, we’ve successfully advised
tourism boards and global retail titans such
as Value Retail and Monte Carlo SBM on
when and how to promote to GCC consumers;
brands such as Tata Group and Savills Middle
East on how to focus on commercially viable
yet responsible CEO and CSR messaging; and
also helped clients such as Harvey Nichols
Dubai and Patek Philippe embrace digital
transformation, when they resourcefully took
their products online during the worst of the
lockdowns. We are also supporting major new
tourism brands looking to announce new
ventures in amongst the noise, setting brand
tonality and positioning that we feel are
future proofed for the post-Covid-19 era and
in sync with public mood. It’s exhilarating
stuff, but it’s not the tried and tested route of
12 months ago.
KINDNESS IS KING
What does the future hold? Whilst many
things remain unclear, what is apparent is
that during these times, cynicism and overt
selling tactics must be parked for a while.
As the world grapples to get back on its feet,
companies can do worse than simply focus
on authentic acts of care and reacquaint
themselves with their core values and
purposes. My team has been so moved by the
plight of the Lebanese community that we’ve
offered our spare time to give complimentary
services to Beirut companies needing
marketing support. And we recently donated
our old computer equipment to a deserving
community in Manila, whose families
needed expensive technology to home school
their kids. For the moment it seems that
community and communications must go
hand-in-hand. For now, whilst the state of
the world is all too easy to sum up in a
blackly humorous meme, kindness is most
certainly king.
30 August 30, 2020

A VIEW FROM

Ramsey Naja
TECH TIPS

YouTube named
most responsible
THE ACCOUNTABILITY social platform
GAMES Ramsey Naja is the former CCO of
JWT MEA; @geminisnake YouTube has been named
most responsible social

I
f there is one thing that’s louder today tragedy in this case – the easier it is to media platform in an
in Lebanon than the recent devastating find disposable riffraff that should have audit carried out by IPG
explosion in the port of Beirut, it been paying attention anyway and who Mediabrands that aims to hold social
must be the sound of voices calling for you can justifiably throw on the altar companies accountable in improving their
accountability. Now you have to admit, of public appeasement, and the more responsibility policies.
it’s not something we’re particularly difficult it is to nail down the guys in The agency has launched a quarterly
good at in this region, accountability. high positions who should really be Media Responsibility Audit that put
Hummous, fattouch, stuffed vine brought down to account. YouTube in first place as a result of how it
leaves, we dig, but the closest we come But scapegoating – for that’s what responded to brand-safety concerns three
to that notion is probably the sacrificial it is – is of course not monopolised by years ago, when some advertisers pulled
lamb. Perhaps part of it is down to the politics. If anything, it finds a shinier campaigns after they found their ads were
untouchability of the ruling classes champion in the big corporation. Here running alongside extremist content.
but, overall, it is more likely to be the you’ll find jobsworths who turn this Twitter follows in second place, with
confusion between accountability and its survival game into a fine art. These LinkedIn a close third, Snap in fourth and
close relative, responsibility. are the people who will rise to the top Facebook in fifth. Pinterest (sixth), Twitch
by sandbagging their inefficiency or (seventh), Reddit (eighth) and TikTok
ineptitude with their own brand of (ninth) were listed as “below average”.
The immediate aftermath politics, finger-pointing and the bcc’d The report analysed the platforms
email – indeed with all the tools that against 10 principles: promoting respect;
of the Beirut explosion contribute to a decisive blurring of protecting people; diversity; data collection
was the Passing The the line between responsibility and
accountability.
and use; children’s well-being; whether
they block hate speech; misinformation;
Buck Olympics. That’s because, contrary to
common perception, it is not your
how they enforce their policy; advertising
transparency; and accountability.
responsibilities that grow with your Each social platform completed a survey
The immediate aftermath of the career; it is the other part. The higher with 250 questions around these points.
Beirut explosion was the Passing The you go, the more exposed you are to the The audit found that most platforms are
Buck Olympics. This event saw the policies, the culture and the people that falling short of backing up their policies
above-mentioned confusion in its most you select, that you adopt and that you with consistent enforcement. The study
impressive dramatisation. It featured champion along your way, and the more said: “They rarely focus on the platforms
people in key positions dashingly accountable you are for the failures holding themselves accountable for their
engaged in such exciting sports as the they may produce. The Beirut explosion own enforcement of policies.”
Blame Throw, the One Hundred Memos teaches us that a culture of laxity and It added that there is also an “urgent
Hurdles, the Justification Marathon negligence can have catastrophic need” for third-party verification when it
and the Liability Run. The only thing effects. But it also tells us that the guilty comes to protecting brands from their
missing from the programme was – you parties are not the lax and the negligent ads appearing next to content considered
guessed it – the High Jump. You see, the as much as the ones who nurtured that to be harmful. “The industry needs to
bigger and more complex the issue – or culture and allowed it to thrive. promote and use third-party verification
partners more widely, so we are not at the
mercy of the platforms’ lack of controls,”
Motivate Publishing Group the report noted.
Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Email: motivate@motivate.ae Other findings included that
Dubai Media City: Motivate Publishing FZ LLC, Office 508, 5th Floor, Building 8, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 misinformation is a challenge for most
Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +971 2 677 0124, platforms and this is therefore an
Email: motivate-adh@motivate.ae
London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. motivateuk@motivate.ae
opportunity for advertisers to apply
www.motivatemedia.com
pressure on them.
EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Austyn Allison
“While certain platforms work with many
DESIGN Senior Art Director Olga Petroff Art Director Sheila Deocareza Junior Designer Thokchom Remy organisations to combat misinformation,
ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne others work with none at all,” the report
Group Sales Manager Nadeem Ahmed Quraishi (+971 50 6453365) Group Marketing Manager Anusha Azees
PRODUCTION General Manager S. Sunil Kumar Assistant Production Manager Binu Purandaran said. “Some platforms cited their unique
HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken engagement models as reason to
deprioritise fact-checking, but our desktop
research shows that even minor instances
The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and
views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on
can lead to unsafe ad
information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular placement for advertisers.”
circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be
reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby
granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other By Gurjit Degun
editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and
opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.
 August 30, 2020 31

An unexpected turn of events

A
ccording to my CV I’ve run events, and that’s true. Sort of. Yet the events professionals have
Campaign’s Breakfast Briefings have been a big success over the somehow managed to take this in their
past few years, as has our annual Marcomms 360 conference, and stride. They have shifted to online
our other industry gatherings with great speakers, great content and models, to hybrid models. And not as
Campaign’s name all over them. I help plan, programme and host those weak imitations of physical gatherings;
events, and as Campaign’s editor I take a lot of the credit. they have made a virtue of the virtual.
But I’m not an events person. There is no way I could call myself an event Events organisers have had me hosting
organiser. I wouldn’t have the nerve to give myself that label because I don’t panels with social media experts in New
have the nerve to do that job. The parts of the process I take on are useful and York and music specialists in Europe. I
necessary, sure, but no matter how worried I am about trying to persuade a have ‘attended’ talks by industry gurus
speaker to join me on stage or getting my note cards in order, that is nothing like DDB’s Les Binet, and I’m currently
to the pressure that full-time events people handle on a daily basis. preparing to host a webinar with AUSTYN ALLISON
There’s a reason ‘events coordinator’ often appears on lists of the most speakers joining from the UK and China, Editor
stressful jobs. In a 2019 ranking by US jobs website Careercast, the role was as well as the Middle East. austyn.allison@motivate.ae
ranked sixth, making it more taxing than journalism, PR or being a senior Nimble and resourceful events @maustyn
corporate executive, and only being beaten by careers such as firefighter folks have turned our stay-at-home
and enlisted military personnel. weaknesses into world-connected
Events people spend their lives among spinning plates. Great big strengths, and they continue to innovate. Interactive polls are becoming de
expensive plates, often plates with huge budgets, reputations and careers rigueur, and questions are open to everyone, from front-row CEOs to cheap-
balanced on them. Speakers, attendees, sponsors, permits, venues, caterers, seat juniors, helping democratise professional debate.
security, marketing, timekeeping… the list goes on. These innovations will carry forward. The Republican National
All of us in the wider communications industry are involved with events Convention in the US is being run as a hybrid model, and most professionals
from time to time, but most of us merely plug ourselves into the matrix that I have spoken to predict that even once the pandemic is over, Covid-era tech
full-timers live in. Perhaps because we are not as tough. Perhaps because will be integrated into more live events, now that it has proven its worth.
our doctors have had strong words with us about blood pressure. If you’d asked most people a year ago what they thought a global
This year coronavirus has dialled the challenges up to 11. Expos and lockdown would do to the events industry, they might have said it would be
conferences have been cancelled. Venues aren’t safe. Sponsors aren’t sure. a disaster. That’s an easy mistake to make until you remember the calibre,
Populations aren’t allowed out of their house. That sort of thing. skill-set and mentality of the people who run the show.

You snooze, you lose

T here are 3.24 million cashpoint
machines (ATMs) in use
worldwide.
But the invention of the cashpoint
is a typically British-bodge story.
It didn’t have teams of electronic
engineers working in research and
development labs.
It had one eccentric Scotsman
named John Shepherd-Barron.
In the 1950s he wanted some cash
out of the bank, but they shut at
3pm in those days.
So he couldn’t get his own money
out of his own bank account.
A VIEW FROM This annoyed him and, in his
withdrawal was made by Reg Varney
(who played a bus driver in the TV
sitcom On the Buses).
Later, Shepherd-Barron received
an OBE for his invention.
Which really infuriated another
Scotsman, James Goodfellow, who
says he was the real inventor of
the ATM.
A year before Shepherd-Barron
unveiled his cashpoint machine,
Goodfellow had officially patented
his.
The banks were worried that the
unions were going to stop bank staff
working Saturday mornings, which
That’s why everyone remembers
Isaac Newton as the inventor of
calculus, despite the fact that it’s
Gottfried Wilhelm Liebniz’s version
we use today.
That’s why everyone remembers
Pablo Picasso as the inventor of
cubism, not Georges Braque.
That’s why everyone remembers
Thomas Edison as the inventor of
the lightbulb, not Joseph Swan.
That’s why everyone remembers
Guglielmo Marconi as the inventor
of radio, not Nikola Tesla.
That’s why everyone remembers
Steve Jobs as the inventor of the

DAVE
bath, a thought struck him: why was the only time working people computer mouse, the scroll-down
not get machines to dispense could access their cash. menu and desktop publishing.
cash the way machines dispensed So Goodfellow had to get 2,000 Despite the fact that he admits

TROTT chocolate bars?

He worked on the idea and
eventually persuaded Barclays bank.
Dave Trott is the author
of Creative Mischief, He used cheque-like paper tokens
Predatory Thinking impregnated with radioactive
and One Plus One Carbon-14 (it wasn’t dangerous;
Equals Three you’d have to eat 136,000 cheques to
have any ill effects).
Shepherd-Barron wanted a six-
figure PIN but his wife could only
remember four numbers, which is
why we have a four-figure PIN.
He thought withdrawals should
be limited to £10, which he felt
was “Quite sufficient for a wild
weekend”.
In 1967 it was launched at
Barclays’ Enfield branch. The first
ATMs available for one million
bank customers.
And Goodfellow’s version had
the plastic card we use today, not a
radioactive cheque.
He was angry about not getting
the credit because “The race to get it
on the street was not as important.
Getting it right was the answer, not
getting it first.”
But, as we know, in the public’s
mind that isn’t true.
In Al Ries and Jack Trout’s book
Positioning, they say it’s binary, the
public divides any market into two:
number one and everybody else.
The public don’t study every
single market in fine detail.
taking all those ideas from the Palo
Alto Research Centre.
So, in our terms, Goodfellow
got it exactly wrong – if he wanted
the credit for inventing the ATM
machine, the object was to stake a
claim in the public’s consciousness.
Differentiation is crucial –
without that, we’re just part of
the mass.
But differentiation will give us
clarity and identity in one of the
thousands of categories fighting for
attention in their daily lives.
Amanda Walsh used to tell me
the retail mantra was: “One is
wonderful. Two is tolerable. Three
is threatened. Four is forgotten.”
32 August 30, 2020

Emirates Nation Brand… ‘The execution didn’t really help.’ (SS) BAS Mall… ‘I loved the idea, energy and music.’ (JL)

Batelco… ‘I’m concerned about the withdrawal symptoms that can come from all these rewards we keep giving people for the smallest things.’ (JL)

Zegna… ‘Words are as powerful as imagery when used effectively.’ (SS) YouTube… ‘Are people still bothered about Guinness World Records?’ (JL)

Private View
JACK
LEONARDO
Director and
cinematographer, Crisp
The “Hope Probe” campaign for EMIRATES NATION
BRAND (1) has the likeable Khaled Al Amiri interacting
with passengers at Dubai Airport in a candid-camera-style
performance. While Khaled’s passion provided warmth and
appeal, if the purpose of the video was to spread awareness
about the probe, almost no information comes out from the
interactions. Half of the video focuses on amusing reactions
and his personality, but never pushes beyond this. I’d have
liked to see him explain what’s actually happening in a
more unexpected way than pretending to be confused with
a space helmet.
Another Hope Probe-inspired campaign from BAWABAT
AL SHARQ MALL (2) in Abu Dhabi is a romanticised telling
of the UAE’s history of developments and successes. I loved
the idea, energy and music, but felt the execution was
rushed and the use of a lot of well-worn commercial stock
footage takes away the simplicity and impact of the story.
Overall, a positive tribute from a mall going the extra mile.
BATELCO’S (3) campaign glorifies regular people who
#Stayathome, with medals of honour developed into
a Snapchat filter. It’s a great idea, and anything that
encourages people to be conscious of and treasure the new
personal skills developed over lockdown is, for me, very
welcome in corporate campaigns. Execution and timing
were brilliant. But I’m concerned about the withdrawal
symptoms that can come from all these rewards we keep
giving people for the smallest things.  emphasise the importance of self-isolation. Confining
The idea of involving the power of words and poetry
in fashion branding campaigns can be an interesting
challenge. ZEGNA (4) has opted for Alisha Patel, a Dubai-
based ‘Instapoet’, whose work focuses on inspirational
quotes of an often generic fashion. If this collaboration
was a book, it would be found in the self-help section of
the branding bookstore. I’m not sure how this can help
Zegna further their narrative in a long-term organic way,
other than as a pastiche Covid-19-stunt. Other than this,
they usually have killer visual content, and you should
check it out.
Are people still bothered about Guinness World Records?
Apparently yes. BBDO partnered with YOUTUBE (5) to
connect six of the region’s biggest YouTube creators all
in one platform during the month of Ramadan, allowing
almost 200,000 people to be with them during iftar,
and 7 million people to watch after the event. It’s great
community work and the creators’ genuine happiness does
make a positive ripple in this problematic year.
August 30, 2020 33
STEPHANIE
STEPHAN Emirates Nation Brand
Title: Flight UAE001 Probe to Mars
Associate creative director, Agencies: Socialeyez;
Public Diplomacy Office
Liquid Retail
(1) EMIRATES NATION BRAND. A moment of pride that
deserves the attention of the world, and the brand made Bawabat Al Sharq Mall
sure to shed light on this achievement. A perfect location: Title: Mars Hope Probe
Agency:
the airport, Dubai’s gateway to the world. A great idea AMC – Advertising & Marketing
to intrigue people with an ‘out-of-earth’ destination, Consultants
Creative director: Imran Mohideen
one that shows the nation’s determination to ‘make the
English copywriter: Samir K Shaji
impossible possible’. The execution, however, didn’t really Arabic copywriter: Asem Hatem
help in delivering interesting content and getting organic Motion graphics: Zahran Hameed,
Yasser Shaker
engagement from people. A failed attempt at comedy or a Account manager: Rabiah Atat
lack of seriousness, which made it sit in a middle zone that Social media executives:
Katrina Salaysay, Ghazal Hawwash
is not particularly intriguing. Let’s hope they had better
equipment for their actual mission to Mars.
(2) BAWABAT AL SHARQ MALL. The UAE is a country that
moved from the inhabitancy of a desert into a modern
green state that competes on a global level. Today, they
continue to challenge the impossible by setting a mission Batelco
to Mars. A very brief video that managed through creative Title: #StayAtHomeHeroes
Agency: And Us
storytelling to celebrate the past and future achievements Founder and CCO: Fadi Yaish
of a successful nation. Who better than the UAE to promise Senior creative:
Camila Venegas Gomez
a possibility of life on Mars? Creative directors: Sandy McIntosh;
Jamie Kennaway; Steve De Lange
Head of content & video production:
(3) BATELCO . ‘Heroes’ is a used and abused term during Serena Chemaly
this pandemic, but much needed at a time where the world Shot and produced by: Studio Melt
Online content production:
had to stand together and fight. This campaign expands
Black Box
the notion of a hero and takes it to the zone of ‘everyone Design agency: No One
is a hero’, just like ‘everyone is a winner’ at school. An Lens development: Tactical
interesting spin to celebrate the ‘stay-at-home heroes’ and
yourself to a couch actually contributed to saving lives. Isn’t
this what heroes are about? Love the copy and art direction.
A successful campaign that achieved engagement and
positioned the brand as a responsible actor. Ermenegildo Zegna
Title: @WordsmithAlisha Poetry
(4) ERMENEGILDO ZEGNA. I will keep it as short as the two Instapoet: Alisha Patel
posts that the brand has invested in for this campaign. I
love the use of poetry as a form of expression; words are
as powerful as imagery when used effectively. Empathy to
break man’s stereotype? Well, a good starting point to break
the coldness of a traditional suit and spark some emotions.
YouTube
(5) YOUTUBE. A Guinness World record? Being an 80s Title: World-Record
Live-Streamed Iftar
kid I am very excited to see what is coming next… Back Agency: Impact BBDO
then, the content of every page of the Guinness Book of
World Records had something so different and unique.
But it seems the focus these days is only about breaking
numbers, and this is another example of that. The only
great thing about the idea is bringing celebrities together
and broadcasting playful content that is much needed
during this pandemic. While iftar is a gathering of loved
ones to share food, I left this table feeling hungry.
34 August 30, 2020

The Spin
Some mistakes are almost too big to be mistakes. Like plastering the side of
an Ikea store in Bahrain with a massive ad where the Arabic translates as
“same text as above, but in Arabic”. The Spin wonders if this is all a ploy to
get people talking about the furniture retailer. If it is, it’s working. If it’s not,
well, it’s still working.

While most of us – as consumers, customers and regular Joes – probably

prefer to opt out of most mass emails, marketers do love to send them
(remember to subscribe to Campaign’s newsletter, by the way!). And some-
times, The Spin suggests, they might just try to confuse their customers into
signing up. But we’re sure that’s not what this clothing store’s website was
aiming for.

The Spin was recently served this ad for, well, ads. Which is pretty meta when
it is delivered to a magazine about advertising. But we wonder what sort of
existential crisis the designer was having as he sat there, laughing at his
laptop, eating his baby food, and finally just apologising. For what?

Are you “high-up on the purpose pedestal”? Then this book, apparently, is
a must-read for you. The problem with pedestals, though, is that people
famously fall from them. Be warned.

CAMPAIGN DIARY

Marketing Mania Lynx Live

December 6-9 October 5-7
Dubai World Trade Centre, Dubai Virtual event

There is a new kid on the block that promises to rock your
world. Marketing Mania, a creative and digital festival, is
coming to Dubai this December. It promises more than
10,000 marketing, design, advertising, social and creative
professionals under one roof , with competitions, activations,
demo zones, performances, live art and training as well as
high-profile speakers.
For more details: marketingmaniashow.com
Dubai Lynx has launched a free, curated three-day digitally
streamed experience. The festival organisers say: “From the
UAE to Egypt to Saudi Arabia, Lynx Live is for anyone in the
MENA communications industry and beyond who believes in
creative possibility.” The event will run from 5-7 October, and
will bring together talent from across the world to talk about
what’s next for creativity in MENA. There will be a daily
programme of original series, creative conversations, debates
and interviews in a magazine show format.

More details at dubailynx.com

 The
power
of three.
When insightful research and deep
capabilities in digital, social and design
come together with the leading
PR consultancy in the Middle East and
North Africa, the result is an integrated
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