How media dynamics of corporate communication is changing in the markets of UAE

Marwa Kaabour, Group Head of Marketing and Corporate Comm, AL Masaood, and Vineet Handa, Founder and CEO, of Kaizzen, engaged in a fireside chat at the e4m IPRCCC Conference

by

exchange4media Staff

Published –
May 8, 2023 1:08 PM

 | 
3 min read

The e4m IPRCCC 2023 conference saw several industry leaders, PR professionals and marketing influencers speak on different agendas concerning PR and the corporate communication industry. Marwa Kaabour, Group Head of Marketing and Corporate Communication of Al Masood, and Vineet Handa, Founder and CEO, of Kaizzen engaged in a fireside chat on the topic – marketing and communication on the job.

Briefing about the journey of UAE’s Al Masood, Marwa said: “The company started a journey over 55 years back, introducing gas turbines, water distillation plant, and electricity to the UAE, which consequently made it a pioneer in the industrial and manufacturing sector.”

“Besides growing immensely in the industrial business, the company has a portfolio business of 18 global brands, including Nissan, Infinity, Renault, and Bridgestone Tyres. Moreover, the company represents MTU and Volvo Panta,” shared Marwa.

Appreciating Marwa for heading the company, which has 24 businesses across six verticals, Vineet asked about how the Middle East was learning from developing economies like India. “We began Public Relations and corporate communication activities in January 2018. Now the companies in the UAE are speaking a lot more about businesses to the media and are willing to share how they are performing and what they are doing. Moreover, family businesses like Al Masood started a LinkedIn page in May 2018 to understand the market coherently. Following this, despite facing certain limitations in disseminating content across the other media platforms, companies have started participating in making their media profile more vibrant and accessible to the audience.”

Elaborating on how companies are aware of ESGs, Marwa mentioned that besides engaging with the audience using media, Al Masood participated in Abu Dhabi International Petroleum Exhibition and Conference (ADIPEC). Taking on the conversation about Environmental, social, and corporate governance (ESG), Vineet questioned how the countries like Abu Dhabi are working on this concept and whether companies are taking certain actions on the ground. Describing the ESG, Marwa quoted “Sustainability is a buzzword while ESG came to solve the problems. It links the overall performance of the company to the United Nations Sustainable Development Goals (UN SDGs). Moreover, Al Masood is launching its ESG report at the end of May and the company has been working for the last two years to prepare the entire report to make it publicly available.”

Before concluding the conversation with Marwa, Vineet raised a question on how female marketers performed in Middle East nations. Answering the question cohesively, Marwa said, “Women are given more opportunities in the workforce in the last couple of decades. As the entire outlook changed about how to manage humans in the present business ecosystem, it opens more opportunities and responsibilities for women in the country. Moreover, in the world where leadership has become more compassionate and decentralised, more job opportunities are opening up for women.”

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Corporate communication
Iprccc
Uae