Step up, support the Comms industry. Volunteer for the IABC EMENA Board!

Volunteer

I’ll be the first to admit it. It’s a well-known secret in the communications industry that we’re awful at PRing what we do. The public relations sector doesn’t engage enough with the outside world in terms of what we do and why we’re of real value to any organization.

For me it was exciting to see the turnout at the annual regional Eurocomm event in London recently. The number of professionals who cared enough to travel to London for several days, and engage in learning and debate about the industry, was inspiring. There’s a lot of good will and positive sentiment around the communications sector at the moment, which I hope will long continue.

But, I’m never satisfied. I’d like for us to build on that engagement, and ask you, the communications professionals who I engage with here online, or through social media, to put themselves forward to volunteer to support the industry’s growth and act as leaders and mentors to those who want to learn about and join the sector.

As a not-for-profit organization that aims to promote public relations both globally and throughout Europe, the Middle East and North Africa, IABC works through volunteers. The Europe, Middle East and North Africa board supports activities across the most diverse, and most exciting region for communicators. Under the board, IABC has a host of country chapters that help with everything from organizing our large events (think Eurocomm which was held in London in March), to smaller activities such as media evenings, webinars and training. Volunteers can also help in research work and soliciting ideas and thoughts from our wider family of members.

If you want to give back and help, why don’t you step up and volunteer on the EMENA board? Volunteering is one of the most rewarding activities that I’ve engaged in, and I’m sure you’d enjoy working with a group of people who could not be more passionate about what we do and why we do it.

Please do drop me a line in the comments or send me a message through social media and we can take the conversation from there. You can find more details here on the IABC website. Nominations are open until Wednesday the 17th May.

So, what do you say? Are you up for it?

The End of An Era as the D’Abo sisters and Jason Leavy leave Edelman Dabo

Dabo Picture

The D’Abo sisters, Jason Leavy and the whole team at Dabo took on, and often won against, global agencies in the region (picture source: Pinterest)

Many in the region’s PR industry will have learned over the past 24 hours that Camilla and Lucy D’Abo are leaving the agency they founded 13 years ago. Jason Leavy, who headed up the agency and then led the brand team after Dabo was acquired by Edelman.

It’s fair to say that the D’Abo sisters and the agency which still bears their name transformed  the PR industry in the Gulf. Whilst Dubai has always been a hub for the comms sector – there’s at least a hundred agencies in the city – there’s always been a stark gap between locally-established firms and global names.

What the sisters were able to do, and what Jason Leavy was able to build on when he joined in 2010, was to establish an agency which grew in size thanks to the quality of the work produced by the entire team. Dabo regularly won business from and against global agencies, and the firm’s headcount grew to over a hundred. They showed that it was possible to build an agency from the ground up that didn’t compete on price, but on the quality of their work. Others have followed them, but they’ve always set the standards as to how an independent agency should run.

After the acquisition by Edelman in 2015, there was also going to be change; it’s rare for founders to stay on for a lengthy period of time. Likewise, Leavy will also be missed. His drive and passion, and his experience and knowledge of the publishing and public relations sectors set him apart from many agency heads.

I’ve leave the last word to one of the founders. I wish them and Jason all the best in their new adventures. “We leave a combined business that offers the very best integrated brand service in the market,” Camilla d’Abo told the Holmes Report. “Our teams and clients are in great hands. This is not a decision we have come to easily, but we both feel that now our commitment to Edelman is complete it is time we explore new opportunities.”

 

 

The National, City 7 TV and the Quest to Make Media Profitable via Digital

Both The National and City 7 TV will be letting go of many editorial staff as they look to restructure (image source: Arabian Business)

The past couple of weeks has been tough for many colleagues in the UAE media industry. First, information was leaked about job losses at the Abu Dhabi-based, English language daily The National. The reported job cuts follows five months after the paper’s purchase by International Media Investments (IMI), a subsidiary of private investment firm Abu Dhabi Media Investment Corporation (ADMIC) from state-owned Abu Dhabi Media Company (ADM). At least a quarter of the editorial staff will be leaving The National by the end of June 2017, as the paper’s owners support a “digital transformation” at the paper.

“As part of this transition, over the past few months, IMI has finalised its new vision for The National, supported by a robust editorial strategy to ensure that The National fulfils its potential as a premier English language source of news about and for the Middle East,” a spokesperson told the AFP.

Abu Dhabi Media Investment Corporation also owns a majority stake in Sky News Arabia, and a project team has been set up to aid the “digital transformation” at The National.

The second news story over the past week were job cuts at Dubai-based English language television channel, City 7 TV. The channel has been sold by BinHendi Enterprises to WeTel-TV, a TV platform for global educational news and current affairs. A number of the editorial team have left as the channel focuses on education.

For many media outlets, the focus is increasingly on profit. In a region which is going through austerity, and where media ownership is primarily in the hands of government (for newspapers and television at the very least), there seems to be a rethink among many outlets as to how to reduce costs. As with every other region, digital is waved as the answer. However, even global titles such as the Wall Street Journal, the New York Times, and the Daily Mail have struggled to turn a profit online. Digital revenue streams simply aren’t going to replace lost print advertising any time soon.

The other question that The National’s media owners need to ask is how will the loss of so many journalists impact editorial quality? When it comes to media consumption, online is no different from offline; readers want good content. How that content is delivered is obviously different, but the demand for good media will remain. And will there be a logical approach to a “digital transformation”, that combines both The National’s quality copy with the multimedia abilities of Sky News Arabia? An Abu-Dhabi based rival to AJ+ would be an exciting proposition, and I hope that The National has a strong digital enabler at the helm.

Whatever happens with both publications, my thoughts are very much with those people who are leaving. I hope that you’ll find new employment soon.

Expats, Localization and the Need for Balance

The marcomms industry can and should benefit from both local talent as well as foreign expertise (image source: The Daily Telegraph)

There are some places that are so inspiring, they fill me with passion and energy. I just love working with colleagues and friends in London and New York. Their creativity and insights are exceptional. What strikes me most about these places is their ability to absorb talent from abroad, to the extent that you can’t even tell who is the native and who is the immigrant.

Whilst there’s much to admire about how the region’s marcomms industry has developed, there’s still much work to do when it comes to marrying local insights and talent with foreign know-how. For years there’s been a divide between the Gulf’s public and private sectors: the public was staffed by nationals, and the private by expats. Whilst there were exceptions, this was the norm.

There have been changes, both good and bad. The economic changes in countries such as Bahrain, Oman and Saudi, combined with the increasing number of local marketing and communications graduates, have helped to increase the number of nationals working in the private sector. An insistence on hiring nationals in both government and semi government organizations have led to there being fewer expats in comms and marketing roles in both Abu Dhabi and Doha. For many multinationals, there’s still an over reliance on expat communicators, many of whom don’t know or try to learn about either the local language or culture.

I’ve always believed that there should be more locals in marcomms in the Gulf (one such person who is an inspiration to me and who I will always be proud of is my wife, who is both a local and who heads up marcomms for a multinational across the Middle East region). However, we need to place people based on merit, and we need to have structured succession planning in place. Both are missing today, across the public and private sectors.

Let me highlight my point. I live in a city which wants to be a global hub, attracting investment and tourism from abroad. That city’s government has been prioritizing national hiring to such an extent that it’s rare to find a foreigner in a mid or senior level comms post today in either a government or semi government role. What has happened is young nationals who don’t have the necessary experience or knowledge have been brought in (or roles have been left open), and as a result the work done and respect given to the function has dropped. There’s less diversity and inclusion in these government organizations, leading to a lack of understanding of foreign audiences and stakeholders.

I’ve also come across countless multinational executives who don’t understand the importance of hiring local knowledge. To them, global strategy only needs to be translated. There’s no understanding of local insights, and an inability to communicate with local audiences because of the lack of any marketing or communications people who are from or connected to the local population. I’ve known regional comms people in the private sector who’ve never even gone to Saudi, despite it being the biggest market in the Gulf. It’s all too easy to manage issues remotely, and let the agency deal with an issue.

We’ve got to change these two approaches in the region. There needs to be a balance, an understanding that foreign expertise is often needed whilst initiatives are created to support knowledge transfer to capable locals. Rather than replacing foreign expertise overnight (which has happened in some places), let’s get these professionals to pass on their expertise through job shadow programs, teaching and mentoring. In one of my previous roles I was asked to do this, and I considered it part of my role in developing the local profession. Others should do the same.

Our region can be as diverse and as exciting as London and New York, and I don’t see why the marcomms industry should be any different. Let’s start making use of both local insights and foreign experience, and combining them to create better work. We need balance in approaching this issue. As always, I’d appreciate your thoughts on this issue.

Will Dubai’s social media business license regulate the influencer space?

social media influencers

There’s been little legislation specifically looking at social media selling or influencer marketing across the Gulf

As anyone who works in the social media space in the Gulf knows, there’s nothing in the way of regulation. We’re working in a space which is poorly understood when it comes to legality and regulation (though, as I’ve written about before, any sponsored content is legislated for by the UAE’s advertising law).

This may be about to change however. Last week, Dubai’s Department of Economic Development launched a new business license, designed for those wishing to conduct business online, via social media. Here’s more details from Arabian Business.

Dubai’s Department of Economic Development (DED) has launched a new e-Trader licence to allow Emiratis and GCC citizens in Dubai to conduct business activities on social networking sites.

The DED’s Business Registration and Licensing (BRL) sector said the initiative is part of enhancing transparency and regulating the practice of offering products and services for sale on social media.

The e-Trader licence can be registered under the name of a single owner only and the owner must be an Emirati or GCC citizen aged 18 or above and residing in Dubai.
Nearly 3,000 e-Traders are expected to be licensed in Dubai in 2017.

At the event, there were a number of social media influencers, including Emirati comedian and instagrammer Kanu AlKendi (you can see his post below).

بشرى سارة لجميع تجار مواقع التواصل الاجتماعي @dubai_ded الْيَوْمَ أطلقت الدايرة الاقتصادية قطاع التسجيل و الترخيص التجاري مبادرة الاولى من نوعها في منطقة الشرق الأوسط ( ترخيص المشاريع التجارية التي تدار عبر مواقع التواصل الاجتماعي ) و هذه المبادرة تشمل مواطني دولة الامارات و دول مجلس التعاون الخليجي لتنظيم و تسهيل مزاولة الاعمال التجارية الالكترونية بإمارة #دبي @dubai_ded @dubai_ded @dubai_ded #التاجر_الالكتروني WWW.etrader.ae للتسجيل

A post shared by Kanu Alkendi (@kanu7alkendi) on

One of the reasons given for the launch of this license was to enhance consumer confidence in online businesses. “Licensing a business activity enhances consumer confidence on one hand and on the other, it removes the risk of infringement on a reserved trade name or other intellectual property, explained Omar Bushahab, CEO for the Business Registration & Licensing (BRL) sector of the Department of Economic Development. “A license guarantees the rights of everyone concerned and defines the legal accountability of the merchant.”

Transparency (or the lack of) has been a major talking point when it comes to influencer marketing in the region. While some businesses have to ensure that their influencers publicly state that their content is paid for (mainly those registered or publicly listed in jurisdictions with a legal framework around online marketing), the majority of advertisers and social media influencers don’t.

I understand that governmental bodies have been looking at ways to regulate the influencer industry – I don’t think I’ve seen a campaign over the last year which hasn’t featured an influencer. This may be a first step. However, more may be to come in relation to legislation covering influencers, particularly those who aren’t Gulf nationals (which is essentially the majority).

“One of the key challenges in the DED launch narrative is the condition that all license holders must be GCC citizen. This may prove difficult or restrictive to the large expatriate population across Dubai,” Lindsay Wakefield, a retail analyst, told Gulf News.

For agencies who are working in this area, it’s more than advisable to get legal advice as to how you and your clients should be engaging with influencers.

Lessons for the PR Industry from the Dubai Lynx

Dubai-Lynx-Branding-in-Asia-696x496

The Dubai Lynx highlighted the issues that communicators (and their marketing colleagues) will need to face up to. But is anyone listening?

It was an early morning, but the 6.30am start from Abu Dhabi was certainly worth it. The Dubai Lynx is always worth a visit for anyone working in marketing and communications. The Festival, which is organized by the people behind the Cannes Lions, has been going for over a decade. And, as the two disciplines of marketing and communications coverge, the Dubai Lynx (which billed itself this year as the MENA region’s biggest celebration of creative communications) is becoming a must-attend for communications professionals.

For me, there were two basic takeaways from the Dubai Lynx:

  1. It’s all about data, data, data: Every other word seemed to be data. The push to incorporate data – big, small or something in-between – is understandable; the marcomms industry has always struggled with the question of ROI, and data measurement, when used wisely, should help answer the question of what are organizations getting for their money’s worth. When analyzed well, data will also help marcomms professionals better understand both their audience and their impact. However, what wasn’t mentioned was ‘creativity’. Have we swung too far over to talking about data, rather than marrying data with creativity? While I’m sure there are computers and algorithms that are far smarter than me, I doubt there’s any machine which understands the human mind better than we can. Could a computer have understood why the ice bucket challenge would have gone viral? Or the success of the Chewbacca mom? I doubt it.
  2. Agency Convergence gathers steam: There’s no marketing or communications in our industry anymore, as the list of agencies offering everything under the sun grows longer. Those marketing agencies who were already one-stop shops are going further, and breaking down the internal silos to promote better integration between the various disciplines. Some PR firms are creating new roles, such as creative leads and digital heads. And then there’s the big consultancy firms, the data goliaths such as Accenture, IBM and McKinsey, using their IT know-how and their understanding of strategy to break into the marcomms industry (we’ve already seen this with Accenture and IBM, and expect to see it with McKinsey in this region following their acquisition of marketing firm Elixir). For an industry which used to be mainly focused on media relations about a decade or so ago, this is a seismic shift. Expect to see the gap between those offer an ever-expanding range of services (think creative, digital, public affairs, technology) and those who stick to old-school offerings such as media relations to grow significantly over the coming year.
  3. Marketeers are doing PR (and some of their work is exceptional): One of the best PR executions I’ve seen in a long time was from last week. It was the ‘Fearless Girl’, a statue commissioned by State Street Global Advisors and executed by McCann New York. The concept, which was timed to coincide with International Women’s Day, saw the ‘Fearless Girl’ face off against the famous Wall Street Charging Bull. The stunt symbolized the power of women in leadership and emphasized that companies with women in top positions perform better financially. Ask anyone in the business and they’ll tell you that McCann isn’t a PR agency, but rather a creative. However, much of the work which has been winning plaudits at Cannes recently has essentially been PR work executed by creative agencies.

The PR industry has gone through some remarkable change over the past decade. However, we’re going to see much more disruption over the short and medium term as creatives and consultancies move into new disciplines. Are PR firms ready to both embrace data and expand their own offerings? Or are we about to see another wave of industry consolidation over the coming five years? Time will tell.

The rise of the Khaleeji Woman as online content creators (part two)

As it’s International Women’s Day, I couldn’t wait any longer and, I’ll be brutally honest, I wanted to see lots of cake porn! Here’s the second of a two-part guest blog on how women across the Gulf are using social media and their skills not only to create entertaining and informative content, but to also earn a living. In this second post, Paul Kelly, creative director and co-founder at Digital Ape, argues that brands need to rethink how they both develop and execute content creation strategies with online female content creators in the Gulf. Enjoy the read, and let Paul know what you think!

During the last post, we discussed a survey of MENA based women, and their attitudes to content, particularly food content online. This week we will focus on the content creators who these surveyed women follow and imitate. We will look at how they are creating engaging content and why that matters for brands and publishing houses alike.

How are they doing it?

People are attracted to people. If I can find someone online, who understands what happens in my day, speaks my dialect and knows what I need better than say a publisher in Dubai, then I will follow their content, and my friends will too.

Women across the GCC are doing this in their millions, Khaleeji women want to see themselves reflected in their entertainment, and they want advice and recommendations tailored to them. Gone are the days when they must consume content created by an American in New York, and served to them on TV or in print. Women from the UAE to Saudi and beyond and seeking out other women who look like them, speak like them and understand their lives.

This I believe is one of the reasons why old fashioned publishing houses, should be quaking in their boots. As much as we try, Western or Levantine men in Dubai will never truly understand what Khaleeji women want in entertainment content, and now that they have a choice, these women will choose to consume content made by their peers and when that happens at scale, these content creators become publishers in their own right.

A content creator who builds an audience and keeps them engaged is no different to a publisher, and creators with a female Khaleeji audience, have an audience underserved by content, and exponential growth rates equal revenue.

The train-wreck.

So how has it come to influencers being ridiculed for their work? Worse still, how has it come to people calling themselves influencers, buying audiences and getting a free meal ticket?

Aside from the typical Dubai-syndrome of echo chamber marketing; it’s a mix of naïve marketing managers chasing trends, agencies ill-equipped for creative relationships (trying to replace banner ad revenue) and people who see social media as a shortcut to making a quick dirham.

Instead of actively investing the time needed in these powerful communities, brands, in place of real strategies, throw wads of cash at so-called influencers and hope for big results, often leading to disappointment.

At Digital Ape, we’ve got this down to an art. Just like money is a hygiene factor when it comes to employment, so too is it when it comes to dealing with real people creating content. It’s about giving content creators what they need; Props, filming equipment, sessions with filmmakers, assistance in real-time sessions with editing, contract help, this way everyone gets the best of the relationship. Creators develop better content with help from the brand thereby growing audiences, which in turn helps the brand. Women develop a revenue stream from content that fits and that the audience understands. This isn’t horse trading it’s about developing a win-win situation for creators, brands and audiences.

Find the fit for your brand by having an empathetic network of people to draw on, then seek out their audiences. Work WITH them. Don’t use influencers, work with your content creators. It’s an investment that pays handsomely.

 The future.

It’s no surprise that local publishing houses are scrambling to get on board with the creator craze – they after all, were the content creators and influencers of an older generation. Less able to respond to a new reality of screens and pixels, and even less able to understand how to convert revenue from the eyeballs they’ve been left behind as content becomes borderless and habits are quickly changing.

After all, is what someone like PewDiePie doing any different to what VICE was doing in 2010? Arguably with 54mn subscribers (at time of writing) on YouTube he has as much impact as a medium sized cable network. Is Kim Kardashian any different to Hello! Circa 1998? Her ability to shift units of anything she sells is phenomenal.

Some will argue until that until we have proper regulation in the GCC we’ll never achieve a level of sophistication that will mean any content creator is taken seriously.

Forget that.

What I am, and us at Digital Ape say, is that the content creators are the new publishers. Instead of being locked up in an edit suite at MBC, they are at home in their own bedrooms with their phones, doing the exact same thing, for an audience which increases with every post.

What we are seeing is a new model of content democracy where the 1% who make the content for the 99% are now starting to take back their revenue. Where once it was the Newscorps or CNN’s or ITP’s relying on their talent to sell time, space or inches, it’s now the Felix’s, Rayyan’s and countless mothers, wives and daughters who have a passion to create that will shape our entertainment for the next 20 years.

Digital Ape’s research with MENA women underlines the role digital plays in offline purchase intent