Maha Ayash

More and more, the traditional one-way and two-way communication models are giving way to omnidirectional approaches. Are you familiar with the echoverse? Read on to explore this shift in communication dynamics. #marketing #communication_channels #the_echoverse

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The facts: There is an entire generation of paying customers who are "done" with social media and "need a break". - Is this concerning? - Are we getting the basics wrong in terms of brand purpose and value creation? - Has the time come to pivot? - Is it time to take "authenticity" and "community" from the drawing board to the field? - What will it take to plug Gen Z back in? - Has the time come for Heads of Brand and Marketing to be more agile, flexible, and move at the speed of culture? Thank you, Mary S., business lead at MSL Group Middle East ; Mohammad El Tayech, strategic planner at TBWA\Raad; and Laura Gleadhill, general manager at Keyade Middle East, part of GroupM MENA for sharing your candid thoughts. Cue brands and marketers: This story has been a hot minute in the making ... and it's definitely worth 3-minute read! So, if you haven't had your morning dose of reading over a coffee / herbal tea / glass of water yet, now would be as good a time as any. To the rest of you who shared your off-the-record comments, you know who you are, and I remain grateful for your contributions to the industry-uplifting chatter. If you have an opinion on where the industry ought to go and what it needs to do, and would like to be heard, I’d love to hear from you. You know where to reach me: anup.oommen@motivate.ae.

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A few snippets from my discussion with LinkedIn on the importance of audience centricity at #canneslions

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#SundayRead In the era of #AI, Reputation Management is leveling up to another dimension. Some call it RM 2.0, others describe it as a cutting-edge solution. No matter how it's labeled, undoubtedly it's here already (from a relatively long time in our fast-pace present) and gives us an ocean of opportunities to scale up the corporate and brand reputation, to free us from repetitive and "monkey tasks", to analyze #data with incredible speed while we, the human beings, remain focused on more valuable outcome, on the big picture and to be able to equally learn from, but also teach AI in improving its contribution. #Authenticity and how we #feel about the experience and interactions we have with other #people, brands and products will make the difference, like it was so far. Just it will become even more crucial to outstand and we are lucky to witness these unprecedented times where humans and #tech become best partners. And to all my #Bulgarian friends who are celebrating one of the most colorful fest today: Честита Цветница! P.S.: no AI used so far for my posts and texts, yet a great tool for content creation and definetely a lot to learn from if writing is not your strength. ;) https://lnkd.in/dewExGgZ

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Got a phone call today asking: Do you interview only C-suite executives? I said, no. It's because of stories like this: Campaign Middle East spoke to Nour H. - a mother first, a marketer next, who explained why it's time to rewrite the playbook. While traditional marketing hammered on about the 7Ps of marketing, including product, price, place, promotion, people, process, and physical evidence, the new era of marketing has also demanded a few more Ps such as purpose, personalisation, and co-creation partnerships. But in the pursuit of "purpose" within positioning, brands shouldn't forget the end goal (beyond sales) of creating real value, having a real impact, and solving a real problem to ease people's lives. Thank you, Nour, for an open, honest, and candid conversation, proving the on-the-ground, raw impact of effective campaigns.

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I wrote a piece for Campaign Middle East about the importance of PR in integrated communications. Essentially, by incorporating diversity of thought from different marketing disciplines and cultural reference points, marketing strategies can be more impactful. Having PR involved in the creative process from the start should lead to more innovative ideas that work in earned media and reach the right audiences. I’ve loved putting this into practice at Current Global MENAT and working with our friends across MCN | Middle East Communications Network. When creative agencies are not only willing to integrate PR into the mix but tailor ideas to work harder for earned media, you truly get the best outcomes for clients.

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This is an important piece of work by #Mepra and one that we should all consult as we continue to navigate the AI landscape. Fantastic and timely work by Margaret Flanagan and team. #communications #AI

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My thoughts on how BIG DATA inspires creativity in advertising. In this article, I dive into how data-driven insights ignite innovation, paving the way for more engaging and impactful advertising experiences.

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My new article on effective marketing strategies is live on Campaign Middle East! 🎉 Explore these tips to enhance your marketing game. Check it out.

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🔍 Research Insights: The Strategic Edge of B2B PR & Branding in the GCC 🔍 As businesses across the GCC region strive to carve out competitive advantages, the role of public relations and branding becomes increasingly critical. Here's what our latest research reveals about the impact and potential of B2B PR and branding: Brand Recall Enhancement: Our findings indicate that businesses integrating PR with their overall marketing strategy witness a 35% increase in brand recall. This highlights the pivotal role of PR not just in increasing visibility but in forging a powerful, resonant brand narrative. Valuation Impact: Data suggests that robust branding efforts can boost a company’s market valuation by up to 20%. In the B2B arena, where purchasing decisions hinge on trust and credibility, a strong brand serves as a key differentiator. Digital Shift: Currently, 60% of B2B leaders in the GCC are pivoting towards digital PR strategies, moving away from traditional forms. This shift is driven by the need to engage more effectively with a digitally savvy audience, allowing for direct interaction and precise impact measurement. 💡 Insight for Action: These insights prompt a critical reflection for all business leaders—how effectively are your PR and branding efforts intertwined? Are they merely co-existing, or are they synergistically enhancing each other to not only gain exposure but also engage deeply with your target audience? 🤝 Collaboration Invitation: As we explore these insights, I invite fellow industry leaders to discuss how we can further harness the power of PR and branding to transform our businesses. If you're aiming to amplify your brand in the GCC, let's connect and explore collaborative possibilities. #B2BMarketing #PR #Branding #GCCBusiness #DigitalTransformation #MarketResearch #Ads

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"56% of influencers in MENA are either neutral or uncertain about using AI in their content. The rest are twice as likely to be positive than negative." The new InfluAnswer Arabia 2024 report by Weber Shandwick MENAT shows that content creators in the region value stronger, longer, closer relationships with brands, and are posting more about causes they personally care about. This report aims to elevate the perspectives of content creators across the MENA region, and shares insights for brands to build stronger and more powerful partnerships. Above all, the report hopes to contribute to a deeper knowledge of the evolving influencer ecosystem in the Middle East and North Africa. #InfluAnswerArabia #WeberShandwickMENAT Download 👇 https://lnkd.in/dvqb3Vu6

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It's out! My two cents on why we as Communications Professionals need to evolve really quickly so we can continue to deliver relevant corporate reputation programmes for our clients and create real impact. More on this in our Insights section on our brand new website 🚀 #corporatereputation #AI #PR #futureofcomms

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Did you know that 63% of influencers in MENA have posted more about causes they personally care about in the last year? Influence is more personal than ever and it has impact for brands. In fact, content creators in the region value stronger, longer, closer relationships with brands, as well as posting more about causes which mean something to them. That’s just one of the findings in #WeberShandwickMENAT InfluAnswer Arabia 2024 report which aims to contribute to a deeper knowledge of the evolving influencer ecosystem. More in the full report https://lnkd.in/gJG_Xx2B

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A big thank you to Campaign Middle East & Shantelle Nagarajan for featuring my latest opinion piece: "Using a Customized PR Approach to Drive ROI." In this article, I discuss how personalizing PR strategies can significantly enhance business outcomes. Whether you're a startup or an established brand, a tailored approach can truly boost your visibility and impact. Check it out and let me know your thoughts! #PR #Marketing #campaignME

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Authenticity, inclusivity, sustainability, and community. If I had 2 dirhams for every time these words came up in conversation over the past week - I'd probably be able to pay off the loan on the new car. The silver lining to an industry in flux? A generation that spoke but didn't act has given way to a generation that both speaks and acts. Looks like it's time for all brands and marketers to follow suit. (keyword: All) Experts from the industry (both young and old) spoke to me this week, and counselled caution saying that Gen Z “attitudes can’t be ignored” especially since they “have the power to make or break a brand”. Thank you to GroupM MENA's Nay Riachy; TBWA\Raad's Mohammad El Tayech; MSL Group Middle East 's Mary S.; and Keyade Middle East's Laura Gleadhill for the honest opinions. #Marketing #Advertising #Campaigns #Authenticity #Inclusion #Personalisation #Sustainability #Community

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As a “Suit", here are some of my thoughts on being an Account Director/Project Lead in the Marketing and Communications industry in the Middle East and Africa: - We’re masters of orchestration in the business of creativity, new business drivers, the bridge between the client, partners, and multiple stakeholders, the inspiration for our creative counterparts so that we operate at the speed of culture. - We have an uncanny ability to understand the client's needs, problem solve, see around corners, and anticipate what's coming at us next. We lay the groundwork that earns the trust that gets clients to believe in the little bit of magic that we often propose and sell to land the big idea and generate revenue. - We don't just bring ideas to the table; we bring them fearlessly and regularly. These are not just any ideas but ideas that have the potential to change a client's business model and make it mean something. Our role is not just about driving business but about breaking conventions to drive innovation and disruption. - After a successful pitch or presentation, we rejoice, rally the troops, plan the project life cycle, and get these ideas into production and project execution mode using various project tools. Credit to our creative teams, who assist us in spearheading the creative delivery and executions. - We're also the go-to person when the outputs do not go to plan or are not on time, and we deal with client pressure. This takes a high EQ mindset, skilled relationship-building skills, and the ability to tackle problems in an interpersonal and instinctive way, and cheers to winning some awards along the way. In closing, here's one of my favorite quotes: “When you hired an accountant, you knew he or she could count. When you hired a lawyer, you knew he or she could talk. When you hired a marketing expert or product developer, what did you know? Nothing" ― Phil Knight, Shoe Dog. Interested to hear your thoughts on how we can add more value to all stakeholders? www.rushbhana.com 🔥 💹 🎨 🚀 #Suits #Advertising #MarketingandCommunications #ProjectManagement #AccountManagement #Production #Digital #Leadership #AccountDirector #LetsCollaborate #Sports #Entertainment #Destination #Luxury #Tech #Dubai #Africa #UAE #MENA #AccountDirectorDubai #AccountDirectorUAE

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We should be expecting solutions to the conflict of interest between brand and performance marketing on one side, and AI and performance marketing on the other side, in this Course. An agreement between the global marketing bests in brand, performance, and AI will help in shaping the future for marketing

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