The Power of PR – Founders of top PR firms in the region

WORDS: SARAH JOSEPH

Christina Maroudias FOUNDER OF CM COMMUNICATIONS MIDDLE EAST When did you found your agency and what is the DNA of the brand? I started CM Comms two-and-a-half years ago now with the aim of developing consistent, curated communication campaigns for luxury brands, places, and personalities. We believe in PR that elevates experiences, across hospitality, dining, wellness, and beauty landscapes. What sets you apart in terms of approach to your clients? We are a true extension of our clients’ in-house teams, with a personal and empathetic approach that allows us to meet and exceed any brand objectives. Genuine relationships are at the core of our culture, and I am so grateful to work in such a positive and encouraging environment. With a people-first approach, the personalities we work with are at the soul of each of our campaigns and we have just launched a bespoke one-to-one PR & publicity coaching service, to give entrepreneurs the tools to craft their own personal brand and profile. What defines good PR for you? I believe in consistency, an always-on approach that ensures brand messaging is heard, noticed, and absorbed by our audiences. It is so important to set goals and objectives that can be tracked and monitored, and I believe in adapting and adjusting on an ongoing basis to secure the best opportunities for exposure. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? In my opinion, the platforms that will be most effective for each brand will depend entirely on the target audience, brand values and objectives. Our focus is to develop integrated strategies across media, social and digital platforms that enhance brand reputation, educate audiences, and ensure messages are seen and heard by the right people. This is what secures conversion, drives sales and footfall. TikTok, for example, generates an incredible reach and impressive viewing statistics, but often it is much more effective to develop targeted campaigns for smaller audiences, to reach people that will purchase products, or book our experiences. Global brands need clients and customers in every country, so raising awareness is always the aim, but we also must make sure it is leading to effective ROI and generating sales in each market. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? I am a creative at heart and I believe we achieve the best results and campaigns when we are aligned with the people we work with and have the freedom to create and explore. I have learned that a commercial balance is really important because it gives us the structure from which we can grow. What has been the biggest challenge to date and how did you overcome it? Owning a business is a bit like a fast-track for challenges that we need to overcome for our growth at a soul level. It shines a light on our biggest insecurities and shows us what we need to work on in ourselves to be happy, and to be able to serve others. My challenges are mainly around confidence and having the courage to be sensitive, kind, creative and authentically myself in a competitive industry and market. Did you find scaling difficult in terms of letting go and what helped you to do this? I think all change takes a little time to adjust to, but there is no better feeling than working with a team that you trust and have complete confidence in. I am so lucky to work with talented, driven people that just get it. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? We curate bespoke, integrated PR and marketing offerings for every concept. It is so

important to listen to the requests we receive to provide a tailor-made approach. In addition to PR services, we now offer content creation, social media management, marketing campaigns, as well as one-on-one PR and publicity coaching. This is The Entrepreneur Issue – what does that mean to you? To me, an entrepreneur is someone that creates business opportunities that align with their personality and skills, as well as filling a market need. It means being free and able to manage our life, our schedules and finding a line of work that feeds our personal growth and development.

Colin Hutton FOUNDER OF UMAMI COMMUNICATIONS When did you found your agency and what is the DNA of the brand? I founded Umami Comms in October of 2016, but I hired our first employee in July 2017. The DNA of the brand is rooted in managing leading F&B and hospitality brands and over the course of time we have pivoted into other lifestyle and FMCG sectors. We are a people first, creative communications agency that is bold, honest and caring. We believe in good taste, hence the name. What sets you apart in terms of approach to your clients? We are human first, so relationships and service are of paramount importance at Umami. We then dive into creating a strategy to communicate what makes a brand unique and special. Our team embeds with our clients during onboarding and from there it’s a very collaborative process. After we have become part of the brand it’s about being creative, organised and tactical to bring special stories to a wider audience. If a brand direction isn’t obvious or defined, we try to find key touchpoints that may have been overlooked or undervalued to weave a meaningful fabric with the brand and its audience. What defines good PR for you? It’s storytelling above all else, and honest storytelling at that. I don’t like to engage in “spin” per-se. When a brand communicates outbound, on any channel, it should be with a truth. That truth should be beautiful and relevant to its audience. A good PR team will find those beautiful truths to entice the media and consumers to want to become a part of the story. If there is a “crisis”, to put it simply; don’t hide and be honest. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? I believe that great PR for brands is all about third party validation and non-paid endorsements, so word-of-mouth is still the best PR and I include organic social media sentiment in that category. The caveat here though is that the public is still getting key information of what a brand is about via trusted and independent outlets or influencers. People share the “Have you heard about X, Y, Z?” line or reshare a story online based on some form of persuasion from a variety of channels. Publications are the original tastemakers, and their readers still trust their opinions and taste. Fundamentally, publications also in-turn influence the influencers. To answer your question; all the platforms in the media space are equally important for traction. It’s an ecosystem. They all feed off each other. I consider advertising to be more “look at what we are doing” whereas good PR is other parties saying “look at them, we think they’re great” – influencers, media and opinion leaders. A brand can be built quickly with advertising, but it needs to be a great product or extremely innovative with a great management team with desire and the capacity to really go global. Building a brand with PR alone is difficult. There are so many channels to be considered for a full communications and marketing strategy, not just PR. There are exceptions of course; take Huda beauty’s fast-track to success as an example of PR lightening in a bottle sprinkled with some very smart influencer engagement. There is no formula and no way to determine how quickly a brand can go global. There are way too many factors to consider, including luck. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? I really enjoy contributing to the macro creative elements, but there are much more creative people in the agency than me who can manage this better for our clients. I’m an entrepreneur and the founder of the agency foremost, so I feel that the commercial side is where my responsibilities have a heavier weighting now. My job is really ensuring that we do what is right for our clients and that we have great talent with a winning culture. I love the creative side, but I need to make sure that everyone takes home a salary. What has been the biggest challenge to date and how did you overcome it? There have been numerous challenges – especially through the pandemic – but last year we had the core management team changed in a very short period, so me and the remaining leadership core rolled up our sleeves and we got back in the trenches help the team fill in gaps. It felt like a startup again, which was exciting, and it helped me, and the team refocus, and we successfully got through a busy period and grew the agency together. We have since appointed an exciting new leadership team and we are all committed to go to another level. Did you find scaling difficult in terms of letting go and what helped you to do this? You never really let go when it’s your own business, but I have a great business partner and a team that I trust. This allows me to focus on some strategic objectives for the agency. We have recently added new offerings like advertising campaigns and full branding services to our suite. Every new vertical, service or department is like mini startup so you can never let go, even when you are scaling up. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? Absolutely! From a brand management perspective and in the interests of consistency, we find it is easier for clients to keep these brand elements integrated in one house. We have content production, graphic design, and social media teams all in-house. Internally, we call the social media and content teams “The Future”. PR is only one brand communication function, and it is smarter to have a consolidated approach to branded content, marketing activity or visual communications alongside the strategic media output. All brands should have fresh content going live regularly. Content is king.

This is The Entrepreneur Issue – what does that mean to you? What advice can you give to others? It’s never easy being an entrepreneur but I am proud to have created a culture and do what I love with a wonderful team and fantastic clients. I always wanted to create a business and it took me a long time to find my gap. I must thank my wife for giving me the courage and confidence to go for it. Strong emotional support is necessary as an entrepreneur. On a practical level, if you have an itch to start a business someday you should be enterprising in your job first. Find gaps in your current organisation and look to create something new whether it be in the bottom line, in the culture or even in a process.

Dana Abdelhadi FOUNDER OF EXPOSE COMMUNICATIONS When did you found your agency and what is the DNA of the brand? I launched Expose Communications in 2009 at a time when homegrown brands were emerging in the region and luxury brands wanted to enter the market, which was an incredibly inspiring time. The company was born with a valuesdriven mission at its core, representing disruptors, providing strategic counsel, and remaining agile in an ever-changing media landscape and we have stayed true to that over the past 13 years. The agency is boutique in size, female-driven, and with an incredibly tight-knit team, which I’m honestly incredibly proud of building. We work with brands and talent that offer their community more than just a commercial exchange; an opportunity to align shared values. What sets you apart in terms of approach to your clients? We get personal. We wanted to blur the traditional lines of the agency-client relationship, bringing the in-house approach to each client, and it has created exceptional relationships with every brand we work for, allowing us to be more dynamic and really deliver for each business. The beauty of our approach is that each and every one of our clients feels like we are an extension of their company, sometimes even their family, and this sets the tone of a great working relationship that entails longevity and incredible results. We really understand what a brand needs, and what an owner aspires for its business and deliver innovative, strategic, smart, and results-driven work. What defines good PR for you? Growth in a business. Effective PR gives businesses a human side – it’s what connects humanity to a business, resulting in true growth and core customers. When a business is saddled in the right tone of voice and communicating not only consistently but effectively, with value at its core – and not just trying to keep up with competitors for an Instagram story that has been and gone within 24 hours. it builds community. We are incredibly invested in our clients to ensure every strategy that we present always ties back to the brand’s DNA and core messaging, which naturally fosters ROI. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? It goes without saying that social media is the fastest way for a brand to be seen, however, without a presence in prestigious magazines, brands will struggle to find true credibility – an effective communications strategy really is a 360-degree approach while all working in alignment with one another. Events are key. As much as screen time and virtual events are on the rise, nothing quite builds a community than an in-person gathering as this is a moment for consumers to get a feel for the brand/products, and to build that trust, and relationship is very important. Even with the right strategy, messaging, and brand values, it can still take years to reach a global level – even those that look like they have had overnight success have spent years in hard work and consistency to take their brand to the next level. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? I’m drawn to all sides of the company – I love the A to Z of running a business. From business development, meeting new potential clients to pitching strategies, and securing coverage, that feeling of seeing your work come to life never gets old for me. What has been the biggest challenge to date and how did you overcome it? My company changed drastically the year that I became a mother. I had run the top line of the business and had left the creative bits and relationships aside, which took a toll on my company. I saw my agency take a back seat to the rest of the industry and at that point, I was disappointed and felt let down but now I think that was the biggest blessing and I truly believe everything happens for a reason. Now, I am not interested in the way the industry changed and I found a new approach to how I want my agency to uniquely run in the region, and with the support of a great team, we are able to differentiate ourselves and run in a way that is true to our beliefs and allows us all to have a wonderful work/life balance. Did you find scaling difficult in terms of letting go and what helped you to do this? Scaling was tough for our agency, and not only was this due to the pandemic, but I had personally outgrown the new breed of the industry and felt I needed a restructure to give the agency a facelift. As much as there was a lot of uncertainty, it allowed me to see things through a new perspective and really home in on what expose communications really is about – values-driven and building community. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? In our opinion, public relations does not work in isolation, that’s why we offer a truly bespoke service to each client. We combine communications with marketing, copywriting, social, and retail strategy alongside influencer and celebrity outreach services to generate brand growth and increase awareness. This year, I have restructured the agency to only have top-level management single-handedly manage a brand/client from A – Z, allowing for even stronger communication and engagement with clients. This has also allowed the team and me to effectively lean in and think laterally about how to take them to the next level, and from just this change alone, we have seen incredible results, exceptionally

happy clients, and even greater team support. This is The Entrepreneur Issue – what does that mean to you? What advice can you give to others? I feel incredibly grateful to be given this opportunity to speak about my business. As a professional that promotes other entrepreneurs, I rarely shed light on myself or my business and have always remained behind the scenes and let our clients be at the forefront of everything I had spoken about. However, I do believe so strongly in PR and I feel ready now to shed light on my own business and the great work we do as a team for our clients and educate the industry on our approach that I genuinely feel is unique to the industry.

Shadi Moazami FOUNDER OF MAIA When did you found your agency and what is the DNA of the brand? MAIA was set up in October 2019 with the vision to become a boutique yet strategic brand communications agency for luxury hotels, hospitality and design brands. Having worked at a number of global agencies and in-house at a hotel group, I knew very well what traditional lifestyle agencies could offer but wanted to set up a hospitality-specific boutique business that goes against the grain from the traditional way of doing PR, to support clients with strategic communications (not just limited to PR) but with impeccable execution at the same time. Now, three years on – we have evolved from being a one-woman (who was and still is crazy about hotels), to a growing team of brilliant communications specialists, covering brand communications, content strategy, social media, and brand partnerships, for an incredible collection of luxury clients. What set you apart in terms of approach to your clients? The MAIA team and I are all truly passionate about the hospitality industry, and love what we do and who we work with. We have very strong personal and professional values and work very closely together to ensure we support our clients in a respectful and supportive way, as we would with our own colleagues. We dislike acting as ‘suppliers’ and work hard to maintain solid and supportive relationships, whilst also delivering on the strategic and commercial goals of the business we all work with. This is certainly a core value of MAIA, but it’s our personal values and work ethic that we believe sets us apart. What defines good PR for you? Long considered a traditional tool, PR is sometimes wrongfully omitted from wider marketing or commercial decisions and is only considered at the end to add ‘the icing on the cake’. However, communications should be considered as integral to any business decision – be that creative, or commercial. We place brand equity and growth very high within our goals, which can only be achieved with solid messaging and positioning that is built to last. This is what PR is to us. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? Anyone working in communications will explain that it’s an ever-evolving industry that has multiple platforms to work with. Rather than suggest just one platform, we focus on understanding our clients’ audiences to ensure we support with regular campaigns and stories, across a number of broadcasts; online, social and print platforms to keep their brands front of mind, regularly. Offline platforms should also not be forgotten, particularly in a city like Dubai where one’s network and offline influence can be a very strong asset. With hospitality brands and experiences, it’s also crucial to integrate with marketing goals, as ultimately, anything a consumer sees or feels is what we should all be focusing on. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? This is the best bit. There is no PR without creativity. Having the chance to be interested in absolutely everything is such an amazing part of the work we do. We have the chance to talk, learn from and engage with so many interesting and eclectic people on a daily basis. Merging this with the goals of clients only makes it more fulfilling. Working towards a shared goal, and seeing it achieved (be that performance-led or financial), is one of the most liberating elements of being an entrepreneur. What has been the biggest challenge to date and how did you overcome it? The MAIA team and I are naturally very optimistic and ambitious people, and so our biggest challenge is perhaps seeing the good in everything we could do – particularly when we have the chance to work with so many incredible luxury hospitality clients. I’ve learned that maintaining a balance of excitement and realism works well, as an entrepreneur at least. Sometimes saying no is also the better option to maintain your integrity (after all, it is your own most effective PR too). Did you find scaling difficult in terms of letting go and what helped you to do this? At times yes, but having the chance to be a part of someone’s career journey is pretty special – and so taking a step back to see how you can contribute positively to someone’s career goals, rather than holding on to control, is much more rewarding for me. I’d hope our team says the same thing, as it’s very important for me to create amazing opportunities for them, on an ongoing basis. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc.? Absolutely. Each and every client we work with, from hotels, to private members clubs to iconic destinations is unique in their own space and have different goals and reasons to engage a PR or Brand Communications agency. Having a ‘one size fits all’ approach is also incredibly boring, and not at all fulfilling for us, as we much prefer having new opportunities to flex our creative muscles. This is The Entrepreneur Issue – what does that mean to you? I had the privilege to work at some of the world’s best agencies and hotels before setting up MAIA, which meant I was exposed to a lot of inspirational leaders. Offering our team the chance to have similar experiences is a crucial part of my entrepreneurial journey. I’m very lucky to have such a hardworking and creative team around me, and truly hope I can continue to create opportunities that propel their professional and personal development. Having the chance to do things differently with an independent spirit is of course extremely liberating. There is no

right or wrong in entrepreneurship, but there is a chance to continue to learn and evolve. If you are the type of person that thrives off the chance to experience life to its fullest and are committed to feeling the amazing, the terrible and sometimes the mundane, then entrepreneurship is a journey you absolutely have to try. I have not regretted it once and am beyond excited for the potential to do more.

Shawn Stephens FOUNDER OF STEPHEN PR When did you found your agency and what is the DNA of the brand? After working with various luxury focused PR agencies for 13 years, I decided to set up STEPHEN PR in 2017. STEPHEN PR is a luxury boutique public relations agency that specializes in representing fashion, luxury, lifestyle, wellness, arts, culture, and fine jewellery brands regionally and now more recently internationally. The perpetual passion of telling remarkable stories of exceptional brands is our DNA and what drives the growth of the agency. What set you apart in terms of approach to your clients? We are storytellers, creating experiences, and how you tell the story is where the magic lies. Our secret to building or reinforcing global brands in the Middle East region and creating compelling narratives is a key approach for all our clients. There are amazing and credible agencies in the region and to stand out you must add value to the brand that no one else can. As an agency, our strength lies in the 25 years’ experience in the region the entire STEPHEN PR team brings to any client we partner with. This experience is one of our strengths as to how we as a team understand the cultural sensitivities, likes and dislikes of the citizens from diverse nationalities that live in the region. With this progressive knowledge of the Middle East along with the diverse ethnic backgrounds that our team come from, we integrate these with the luxury brand stories to curate PR & Communication strategies to raise the profile and enhance their positioning in the Arab World. What defines good PR for you? Today, PR is not just about sending out press releases, scheduling interviews and having a few influencers wear the brand you represent. Firstly, PR is about living, sleeping, breathing, eating and reflecting the brand you work with and making it a part and extension of your own lifestyle. Secondly, one must have great relationships with the top tier print and online press, influencers, KOL’s and engage with consumers of the brands you are partnering with to enable you to curate a tailored strategy that resonates with their DNA and the individuals they are targeting. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? As Bill Gates rightly said, “If I have one dollar left, I will use it on PR”. That’s the quote STEPHEN PR has on its website. One cannot underestimate the power of PR. Whether its negative or positive, PR is a force to reckon with and can either make or break a brand. As highlighted above, PR is a combination of many different things. The digital space has leveled up and tops the traction with the pandemic being a great catalyst. The social media space continues to be on the forefront of every strong PR campaign. Someone like me who has lived life with and without social media believes a balance of traditional, social, and digital PR makes a successful recipe for great PR strategy. One must never forget the element of human emotion is what makes any PR strategy slay! Hence no matter how evolved the human race may become with technology, traditional PR and print will always have a role with any successful PR strategy. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? Finding a balance in between the creative and commercial side of the business helps a PR agency sail thru all crises. For a creative to be successful, one needs the commercials to set it right. What has been the biggest challenge to date and how did you overcome it? “Challenges are gifts that force us to search for a new centre of gravity. We must not fight them and just find a new way to stand”. Two years into establishing STEPHEN PR, the pandemic was a challenge that struck all of us by lightning. Learning to sail throught it was a learning curve for me and my entire team. As an entrepreneur, I remembered the quote I read in the book by Henry Ford, “When everything seems to be going against you, remember that the airplane takes off against the wind, not with it.” This resonated with me strongly and I knew that I had to rise above the challenge of the pandemic. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? Today, the client is well travelled and aware of exactly what they want in terms of PR & Marketing support to elevate their brand in the Middle East. Most of them want a complete 360-degree approach and would appreciate that as an agency we look after every aspect of PR & Marketing including support in content creation and ideas that are not that mundane. This is The Entrepreneur Issue – what does that mean to you? What advice can you give to others? As an entrepreneur, one must have the vision and believe from the very start that you are creating something that is going to stand the test of time, change the world and the people you engage with and in the process changes ourselves. As an entrepreneur, I never wanted to compete with any other agency but to create something different and bring together a team of likeminded, passionate and beautiful individuals. “Come on a journey with me” – that’s my line to the team when they join STEPHEN PR.

Dima Ayad FOUNDER OF DIMA AYAD CONSULTING (DAC) When did you found your agency and what is the DNA of the brand? I founded DAC Communications during the pandemic in March of 2020. Being on the client side for many years and knowing what was lacking in the PR world, the brand’s DNA stems from the understanding of hospitality, food, and fashion. What set you apart in terms of approach to your clients? I think what sets us apart is our

deep understanding of the operational side of our clients’ businesses. This is coupled with our ability to come up with inventive ideas that make magic happen for them. What defines good PR for you? Incredible and consistent storytelling. It’s important to stay relevant at any moment in time. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? Truly, the power of PR is incredible. We see it especially with newly launched brands and how people discover a place, and how it quickly and magically unfolds before your very eyes. The process is beautiful. The utmost traction lately are most definitely credible articles and reviews in addition to social media where viewers rely on news via platforms like Instagram and LinkedIn to read what the press has to say about a product/service. The viral effect eventually comes into play. The time it takes most definitely varies from product to service. Should everything be consistent, in a competitive market like Dubai, brands need a solid six months to a year to be solidified here and not perceived to be a honeymoon period fantasy. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? Incredible question. In all honesty, we swayed towards being more creative than commercial when we first started. It still holds true today, but we strive to ensure that we consider the commercial aspect as well. Some projects we sign on are passion projects – for the love of the brand and/or its purpose. The true realization with time is how much time an account actually takes to make it successful, and that’s when the commercial hat comes in as we need to ensure we find a balance. Personally, we’re always drawn to creative first, commercial second. What has been the biggest challenge to date and how did you overcome it? On the client side, one of the biggest challenges comes when the entire team you have become accustomed to working with suddenly changes and the brand approach changes 180 degrees. The speed at which we would need to pivot and recommunicate a different concept entirely. The second one is growing pains. That’s an oxymoron since growth should be a great thing. It is, but you need to be equipped to do so – time, resources, and letting go as a founder since you can’t personally be on every account every minute of the day anymore. Did you find scaling difficult in terms of letting go and what helped you to do this? Scaling was definitely a challenge for me. Overcoming this was purely a matter of trust being established over time, and I’m pleased to say that my team has become family. There’s a sense of trust, understanding, and incredible creativity that keeps us going every day. Letting go is hard and I don’t think I can fully do that. It gets easier with time and a realisation that an entrepreneur can’t let go too much. It’s my baby and will always be. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc.? We do create bespoke offerings. Some clients prefer a one-stop-shop environment whilst others prefer to diversify every segment – it completely depends. Everyone wants and needs content creation which has been growing in demand on a daily basis. This is The Entrepreneur Issue – what does that mean to you? This Entrepreneur Issue is personal. It’s speaking my language. It really makes me feel like we’re not alone. The trials and tribulations of the startup world make me feel resilient, empowered, and surrounded by incredible like-minded women in our society. It shows others that they can do it – with all that’s said and done, I wouldn’t want it any other way. There is something so beautiful and fulfilling about being an entrepreneur. Grateful to be on this journey.

Sonia Leretz FOUNDER OF REVALUE When did you found your agency and what is the DNA of the brand? After five years at a PR agency, I founded the company in 2015. There was a context, and I saw an opportunity and a necessity to build a 360 marketing and communication tool at the service of business development. A more global and custom-made approach to brands. Our DNA revolves around one logic, which is we are not in the communication field, but within a business ecosystem we build for brands. What set you apart in terms of approach to your clients? There is a holistic, human and interactive approach to our business and towards our clients. We are a “People Company”. We like to intertwine the above by being very much hands-on and by adapting quickly. We are very attentive, we deep dive into contexts or subjects, we understand problematics. We love to study all of what is at stake from a brand, retail, distribution and business perspective and accordingly, implement the levers. What defines good PR for you? It is understanding the adapted marriage between creative, educative and business solutions. PR needs to be endorsed with a business vision, and a solid ROI for brands. ROI is not only measured in events or AVE but by the influence network you chose, the experience you offer, and the connection you create between the brand and its consumers. There can be as many individuals as there can be content, but if the content is not qualitative or educative, then the brand will not achieve its objective of connecting with its audience. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? I would not speak of platforms, I would refer to an ecosystem that we create for brands. Depending on the brand audience, vision and context, we develop a bespoke ecosystem. Authenticity and quality are key, and this is a fundamental traction for us to build brands sustainably. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? I’m drawn to both, quite equally. I could not function without the creative, nor the commercial as they complement each other and inspire one another. It is, I think, a perpetual quest to find the right balance between both because the

creativity generates sales, and the sales inspires creativity. This is why we are not into a push-marketing approach but on an on-demand generation approach, where creativity is at the genesis of any action. What has been the biggest challenge to date and how did you overcome it? I like to think that the challenge we face in business and in life is somehow the same, the one to adapt to a given context, and to a social collective change. Your company, your people and your vision are always being challenged, on a daily basis. The most important is to remain mobilized and to accept the challenge in order to quickly see it as an opportunity. My new challenge now is to durably establish Revalue in Saudi, a market I profoundly am attached to, and I am truly thrilled. Did you find scaling difficult in terms of letting go and what helped you to do this? I am a big fan of change, as this means to me that we are forever growing. We are fostering new versions of ourselves and how the business could progress continuously. This means letting go of the old, to welcome the new. Every day. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? I specifically funded Revalue to provide a 360 strategic approach to companies and brands. PR is no longer a classic communication tool. It has become a business development tool. Having said that, it is fundamental to understand the whole value chain (strategy, business, production, content, distribution, sales, training) in order to ensure solid PR results. This is The Entrepreneur Issue – what does that mean to you? Today more than ever, it means that I am in the present, owning my vision, my actions, and my truth. I do not separate the way I live my life, from the way I run my business. They are built on solid foundations of bringing value, authenticity, and transparency. It’s only when I became an entrepreneur that everything became more meaningful. There’s nothing more rewarding in life than to be able to create and for those creations to resonate and somehow find relevance.

Ellie Keene FOUNDER OF KEENEPR When did you found your agency and what is the DNA of the brand? KeenePR launched in 2019, the agency represents my personality – fun and approachable. We like to take the unnecessary fluff out of PR and put some personality into our work. KeenePR focusses on the F&B industry, but we also have some lifestyle brands too. What set you apart in terms of approach to your clients? We like to make things fun and give the PR world a little personality. PR doesn’t have to be pages of press releases, you can take something that sounds a little dull and turn it into something fun that stands out in the crowd. We like to encourage clients to think out of the box and go against the grain of what is deemed normal in the Dubai F&B scene. Our approach is the opposite of corporate comms, we are a little quirky and do everything with a little something extra. What defines good PR for you? Obviously pages and pages of coverage will always look like a job well done. But I think there’s something deeper than just great coverage when it comes to PR. It’s all about strategy for us, creating a message and campaigns that do more than sell, is extremely important to us at KeenePR. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? The world of PR is definitely evolving, it’s more than just press releases and reviews with journalists now. The customer is becoming a marketing tool, with the use of their phones and platforms such as Instagram and TikTok – which has both positives and negatives when it comes to brands. The ability to publicly shame or support a brand has become all too easy. Building a global brand is all about strategy and making sure that the focus is on the right people. Ensuring journalists, influencers and everyday people are given the right tools to promote brands accordingly is a must. I would say TikTok and Instagram are the strongest marketing tools, with everything focused on the digital world, online publications and social media channels are meaning brands can be pushed out quicker than when we relied solely on print. I still love the concept of a magazine, having something that isn’t digital to read – I really hope we don’t lose that completely. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? I will always be more attracted to the creative side of the agency, as that’s what our clients pay for. There’s nothing more exciting than coming up with a fun idea and getting the client excited about it too. Of course, the commercial side is massively important and with our recent agency expansion, it’s vital that both aspects are focused on. What has been the biggest challenge to date and how did you overcome it? I always said I didn’t want KeenePR to be a big agency, I didn’t want staff, or to be responsible for visas and salaries. However, after seeing the demand for PR in Dubai and having big brands asking us to pitch to them, I had no choice. There was a time I was contemplating turning down these big pitch opportunities, to focus on smaller brands. I made the decision to take a risk and hire more staff, pitch to bigger brands (and win) and change my vision for the agency. This was something I found challenging, as the affect it had was lifechanging – it was the best decision I ever made. Did you find scaling difficult in terms of letting go and what helped you to do this? Hiring people and delegating was something that didn’t come naturally to me, because I had been a one-woman band for a while. But after hiring some of the best PR professionals in Dubai and putting my trust in them, it was easier to let go and use my energy to focus on new business and the financial side of the agency. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? We focus purely on PR; however, I have found more recently that the lines get slightly blurred when it comes to Marketing, PR and social media. We offer our clients support with social media content, as well as the marketing plan, to ensure everything is aligned and on brand. Because our clients often outsource PR and Social, we work closely with their teams to ensure we’re all on the same page. Social Studio are our sister company and we often pitch for accounts together offering both social, content creation and PR. Our clients see us as part of their marketing family, so we act as an extra pair of hands to help with anything that isn’t strictly PR. In recent years, PR has also included influencer marketing, which is something more than traditional PR. Clients will always ask us to engage with influencers as part of the proposal now, giving the campaigns something a little extra. This is The Entrepreneur Issue – what does that mean to you? What advice can you give to others? Honestly, I am all about supporting women, especially those in the industry. It’s a very competitive and sometimes ruthless industry, so supporting each other is vital. There are so many incredible agencies out there, mostly run by women, so I take my hat off to those who are making their passion a success. I never thought I would be the person to start an agency, especially in the Middle East, but here we are, I am extremely proud of how far I have come in just three years and I am grateful for my friends and family for their ongoing support – I think I have some rather incredible cheerleaders out there.

Khalil Tawil FOUNDER OF K CONSULTANCY When did you found your agency and what is the DNA of the brand? K Consultancy is a project I’ve been thinking about starting for several years. Then during the lockdown in late 2020, I decided to go for it. It turned out the pandemic had a positive outcome for some! We offer solutions from “K to Z” and we care about win-win relationships with our clients.

What set you apart in terms of approach to your clients? We truly connect with our clients and experience the brands we work with. We have a 360 approach when it comes to growing a brand, as we involve ourselves in all details from ideation to execution. Whether it’s on a Media, Marketing, PR, Branding, Events, Influencer Marketing, or Concept Design level, we make sure we tackle every aspect needed with creative solutions to make sure the brand shines. What defines good PR for you? The ability to maximize excellent brand awareness and deliver a viral consistent message and seeding concepts. The aim is for all our work to translate into positive word-of-mouth and fully booked venues. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? Today, we live in a digital world, and content creation is taking over the traditional marketing technique, so the priority today is definitely to have a brilliant online personality and image for the brand, across social media and online platforms. There is no specific time to build a global brand, it depends on the product, the context in which the brand is growing, and most definitely the resources. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? Both are extremely important and work together. Understanding the commercial sides of the business is crucial as it helps us define and translate what we need to achieve via our creativity and ideas, and the commercial side is key when it comes to execution. Personally, I am more drawn to the creative side of course. I love cracking ideas and sharing them with the clients and see their eyes glowing. What has been the biggest challenge to date and how did you overcome it? The challenge today is competition, many exciting new concepts are opening in Dubai and the UAE every day, so the goal is always for our brands to get the best visibility and shine. Our advantage is that clients trust me and know that I reach this goal every time. Did you find scaling difficult in terms of letting go and what helped you to do this? There is a proverb that says, “If you want to fly, you have to give up what weighs you down”. It is never easy to let go, most times, we know it’s for the best. However, one must remain positive and look at the future. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? Of course, every brand is different. We always recommend a 360 approach, but in certain cases we have to focus on specific aspects depending on the brand’s situation. In all cases, our target is to ensure consistency with the message we’re delivering. My team is very dedicated, motivated, and always goes the extra mile to provide any support needed to the client, even if it’s outside the agreement or scope. Our clients’ success is eventually our success. This is The Entrepreneur Issue – what does that mean to you? I am extremely honoured to be part of the Entrepreneur Issue. It is a great motivational message to all other entrepreneurs who wish to pursue their dreams.

Lianne Walsh FOUNDER, PALM PR When did you found your agency and what is the DNA of the brand? With 14 years of PR experience across London and Dubai, I took the leap in November 2021 to launch Palm PR. A boutique lifestyle communications agency based in Dubai, specialising in restaurants, bars and hotels. The DNA of the brand includes passion, creativity and innovation. What sets you apart in terms of approach to your clients? Honesty! When receiving a brief, if I don’t believe it’ll get the coveted results, I’m not afraid to challenge it. Having worked in PR for over 14 years, I’ve seen businesses likely to hang out on Instagram or TikTok rather than read a newspaper. When building global brand awareness, it’s important to use a fully integrated PR approach to achieve coverage across the board. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? With the agency being less than a year old, I’ve had to have my hands in every aspect of the operations. On a dayto-day basis my role shifts from accountancy to business development to customer service, and of course, PR! Being super organised has been key, allowing myself the space to be creative and proactive with my business goals. What has been the biggest challenge to date and how did you overcome it? The biggest challenge was taking the leap to leave my previous job as Head of PR to launch my own agency and learning all of the non-PR aspects of running an agency e.g., finance and law. Luckily, I have a supportive network of women – female entrepreneurs who have been in my shoes and happy to share their own knowledge and experiences. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc?

struggle to find the right kind of PR support. This often leads to broken relationships and brands feeling disillusioned by what PR could actually do for their business. An honest agency – one that knows what works and how to do it well – will tell you the truth every time. What defines good PR for you? A good story, and one that’s understood universally. Storytelling is an art and an important asset of strategic communications. Sometimes a client’s stories are obvious and other times they require story finding – a crucial step that comes before storytelling. If you have a creative mind, you can find a story in almost anything and that’s what top PR professionals are able to do. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? With the constantly changing media landscape, PR agencies have had to adapt and adjust their strategy accordingly. But what doesn’t change is first considering a client’s target audience, then you can start to get into their heads and figure out where and how they get their information. For instance, the Gen-Z are more Each client is unique, after listening to what they need I will create a bespoke package to suit the scope of work and of course their budget. I offer a broad range of PR services, but if the client needs a wider service e.g., content creation, I have a little black book of small companies and freelancers that I recommend and collaborate with when needed. This is The Entrepreneur Issue – what does that mean to you? For me, entrepreneurship is about freedom. To be able to take control of my life, be the master of my own destiny and reap the rewards of my endevours.

Maryanne Haggas FOUNDER OF THE COMMS CLUB When did you found your agency and what is the DNA of the brand? I founded The Comms Club at the end of 2017. The vision was to create an agency that acted as an extension of our clients – no longer would we be tied to a desk, hiding behind a screen – we would work closely with our clients, from their cafes, hotels or offices, offering hands on and collaborative communications support.

What set you apart in terms of approach to your clients? We serve as advisors, ambassadors and brand strategists, generating meaningful dialogue and identifying unique partnerships on behalf of our clients. We are flexible with our working scopes and can adapt based on different campaigns and business needs. We understand consumer dynamics, key feeder markets, seasonality and segmentation and this knowledge is complemented by our regional insights and our ability to influence the media in the Middle East. What defines good PR for you? A great story is key, Market contacts are also essential. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? Fundamentally, the length of time it takes to grow a global brand depends on the strength of the brand itself, however with clever campaigns and launch strategies, you can introduce and grow a brand within a few months. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? I enjoy both and at The Comms Club, they sit side by side and go hand in hand with one another. What has been the biggest challenge to date and how did you overcome it? You’d be surprised how often clients delay payments especially to small businesses. To avoid this, we now invoice clients at the start of each month and they are required to pay 20 days later. If they are late on payment, we stop working on the account immediately until payment has been settled. Did you find scaling difficult in terms of letting go and what helped you to do this? Unlike other PR agencies in the UAE, we haven’t had any desire to massively scale the agency - I always wanted to be hands on and be very involved in each and every client and I still attend every meeting/am involved in every campaign and activation. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? Each client we work with has their own, tailor-made scope of work based on their needs and goals. Due to our database of top media and influencers, we have unrivalled access to valuable resources, relationships and market expertise, which enables us to identify and implement unique media and brand opportunities for our clients. With our unique relationships and aim to change the way people consume information, we continually strive to grow brands through multi-platforms, stunning photography, cool websites, exciting collaborations/partnerships and great stories – we also work a lot with key opinion leaders and people of influence to support campaigns and generate brand awareness. Our aim is to always contribute passion, deliver results and innovate strategy by spending face to face time with our clients – gone are the days of multiple email chains – we want to be a part of each brand and every story. This is The Entrepreneur Issue – what does that mean to you? It is a huge honour to be part of The Entrepreneur Issue. As a mum of two, the last few years have been a juggle, trying to grow the business whilst learning how to be a mother. It really does show that you can do anything you put your mind to, and I hope other mums or mums-to-be realise there is no limit to what we, as women, can achieve – the sky is the limit, and anything is possible – don’t let becoming a mum slow you down or put you off reaching for your goals.

Natasha Hatherall FOUNDER OF TISHTASH COMMUNICATIONS When did you found your agency and what is the DNA of the brand? I founded TishTash in 2012, the brand DNA is most definitely in producing creative, playful, and quality work that delivers awareness, consumer demand, and importantly, return on investment. What set you apart in terms of approach to your clients? From starting alone to now as a team of 42 from three different countries and growing, my personal high standards of delivery, innovation and an expert consumer insight has evolved throughout TishTash to deliver to client objectives by always going the extra mile for them, and from a place of passion that truly cares for their bespoke objectives. What defines good PR for you? Good PR is placing your brand or business in front of the key target audience, whether campaign by campaign, or as thought leadership and all via the right platforms, the ones where their customers are watching and listening. It’s about knowing exactly where target customers are and speaking to them directly with a laser focus. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? Regionally, the appetite for Instagram and now TikTok is unabated, it is entirely dependent on the brand as to which platforms work best. Strategy and ‘call to action’ creates the traction. Brand visibility can be built or bought overnight, but it is the consistency in communications and connecting with the right people at the right time that builds a clear, truly global brand. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? I would be lying if I said I started an agency for the administrative delight of finance and HR. It is most definitely the creative side and I still get a thrill delivering top tier coverage against a client’s goals. Of course, we are a business, so the targets are there to be hit, and there is a commercial responsibility to paying more than 40 salaries too, but the passion has always been for the results we can deliver and making a client happy. I always say when I stop feeling excited about securing a front cover for a client, a big award win or an event that’s the talk of social media, then it’s time to retire. What has been the biggest challenge to date and how did you overcome it? Running a business always has its challenges and it is honestly the hardest thing I have ever done. Like many, the biggest to date was the onset of COVID-19 and lockdown which none of us could have imagined or prepared for. Luckily, and with experience and tenacity we were able to pull together on behalf of our clients and remain agile – still able to deliver and weather the storm, albeit a lot more creatively! Since then, our revenues and staff count has grown 50 per cent year on year for two years running alongside some lovely award wins too. Did you find scaling difficult in terms of letting go and what helped you to do this? It is hard to ‘let go’ when you are so attached to your business and what you do best. It’s impossible to scale anything alone, and the idea of having many more creative, entrepreneurial minds around me as an agency, with the help of my brilliant MD, Polly Williams means that we can deliver bigger, and better quality for our clients – the idea of this means that ‘letting go’ becomes a need, rather than a choice. Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? There is always room for specialised niche work, which is why at TishTash we have a team of departmental experts across the whole comms spectrum from media relations, to digital, content creation and design. All clients have a bespoke scope of work – to suit their needs, and the beauty of offering the 360 approach as an agency is that we can keep all disciplines under one roof and maintain quality and truly integrated communications. This is The Entrepreneur Issue – what does that mean to you? What advice can you give to others? An entrepreneur is somebody who is constantly evolving and innovating – bringing others up and along with them and looking ahead. This is definitely how the journey looks for me. It’s not easy and it is not for everyone, but an entrepreneurial spirit is not just reserved for business owners. Employees with the desire to move ahead, build great products, services and deliver best in class experiences are as vital as the leadership in the success of any enterprise. Entrepreneurship in the UAE is infectious and there is no better place in the world to start.

Zeina El-Dana FOUNDER OF Z7 COMMUNICATIONS When did you found your agency and what is the DNA of the brand? I founded Z7 Communications in September 2007, and it has since grown to be the leading integrated luxury communications agency in the Middle East. We are experienced, hands-on, and agile, offering bespoke communications strategies for our clients to help them tell their story and uncover new levels of success. Our diverse and worldclass team of skilled professionals guarantee a high level of personalised services and quick thinking, with a spark of creativity and the right attitude. We genuinely care about our clients and are known for thinking different and acting with integrity. From working with influencers, key opinion leaders and top tier media in the region, to creative storytelling, conceptualising creative digital and PR strategies and experiential events, our comprehensive range of expertise ensures excellence always. What set you apart in terms of approach to your clients? We have always taken the approach of quality over quantity with clients. We would never take on a client who we weren’t confident that we could service to the highest standard and we ensure that each member of the team is fully invested in each client from A to Z. We pride ourselves on being true experts in our field and are not afraid to provide constructive feedback if we believe a change would be beneficial to our client’s business and communications strategy. What defines good PR for you? Good PR lies in correctly understanding the core requirements of the clients and being able to advise and implement a strategy that is impactful, relevant to the market and helps meet their ROI successfully. This could vary from a traditional and digital PR approach targeting key media and influencers to content creation, social media amplifications, KOL campaigns, experiential events and more. The power to build a brand through PR is incredible. Which platforms do you see most traction with these days and how long does it take to build a global brand? As we have seen globally, digital media has been receiving a lot of traction with brands keen to invest in social media platforms like Instagram, Snapchat and TikTok to create local and authentic content that resonate with the regional audience and ultimately build a loyal customer base. Our media landscape is very diverse, and a lot of the print titles have strong reach with their digital and social media channels as well. When we propose media collaborations to our clients, we ensure there is a win-win situation for both sides through a creative and inclusive approach. Building a global brand takes time as we need to be able to adapt their messaging to the local audience and build relevance through targeted communication and create storytelling moments. We would advise our clients on collaborations that are more impactful as opposed to going the conventional route. How do you balance the creative and commercial sides of the business and which do you feel most drawn to? We have always encouraged and empowered our dynamic and growing team to express creativity in everything they do. With such a talented and creative team beside me, I have been able to allocate more of my time to focus on the growth of the business from a strategic level while also having the opportunity to pursue and complete a three-year executive leadership and management programme at Harvard Business School called OPM (Owner President Management programme). This course has enabled me to really enhance my leadership skills and given me the knowledge and confidence to further drive the commercial side of the business. Education and knowledge not only help me with the business, but they also make me feel fulfilled, and push me to work for continuous growth and personal evolution. What has been the biggest challenge to date and how did you overcome it? Being the sole founder and owner has been one of the biggest challenges I have faced, they say it gets lonely at the top and that’s true especially when facing difficult times such as the pandemic. But without any challenges there is little opportunity for growth! Being part of the HBS OPM community, Harvard Alumni and the Young Presidents’ Organization (YPO) has enabled me to meet so many inspiring people and build a strong network of like-minded entrepreneurs and leaders who are always happy to support and share their experiences. Did you find scaling difficult in terms of letting go and what helped you to do this? Learning to let go was initially a challenge for me. Having built the business from the ground up and being so hands on with every aspect for many years, it required a mindset shift for me to achieve this. However, I knew if I wanted the business to grow, I had to learn to delegate and trust my team. I focused on understanding where my contributions were really required and prioritising my time accordingly. Focusing on my spiritual journey, educational development and my personal wellbeing really gave me headspace and clarity to be able to learn to let go and continue to further empower my team to take initiative and help me pave the way forward; and I have found a great sense of freedom since learning to let go! Do you create bespoke offerings for all your clients and is a 360 approach something which is required today? I.e., Do you find them additionally wanting content creation etc? We offer a 360-degree approach covering bespoke and tailor-made services to each of our clients depending on their requirements. Our services include press office and brand communication, digital marketing, brand partnerships, talents and influencer engagement and campaign management, experiential events, digital and social strategy, as well as content creation in the region. Over the past years, we have seen an increase in requests for digital activations, content creation and influencer campaigns and an increased need to localise content and make it relevant and different in each country in the GCC. This is The Entrepreneur Issue – what does that mean to you? What advice can you give to others? To me being an entrepreneur means being able to lead, empower and help others to grow. Supporting, empowering, and mentoring young talent has always been an important and rewarding part of my role as an entrepreneur. I am very proud to lead a team of fantastic young and talented individuals at Z7 Communications and offer them a platform to learn, grow and evolve in their careers. Giving back to others is what makes all the hard work worthwhile.