The Arab World can turnaround negative perceptions through effective use of public relations, Sunil John, MD, ASDA’A, a PR consultancy, told the industry’s top global practitioners during the International Public Relations Association’s (IPRA) annual conference in Dubai recently. More than 400 delegates from the global PR industry attended the event. Delegates at the conference, held in the emirate for the first time, heard that the UAE offers a role model for what can be achieved in terms of branding and image building to transform global perceptions. “Earlier this year with our international partner Edelman PR Worldwide we conducted a global survey among CEOs on the perception of the Arab World. It confirmed the impression many of us shared that the perception of the Middle East in non-Arab markets is still dominated by conflict, war and extremism. This is true even for the global CEOs in our survey sample - the type of people who might be expected to have a more knowledgeable outlook,” John said.
Polaris PR
Polaris Public Relations, the lead agency of global and regional digital leader LG Electronics in the Middle East and Africa, has won another prestigious award recognizing its communications work in the region. The Dubai-based agency, part of the holding group of marketing communications companies, earned the gold award from LG Electronics’ Middle East & Africa operations after generating a consistently high share of voice for the LG brand in the GCC media. Polaris PR’s Client Services Director Stephen Worsley received the award at the LG Regional PR Forum held recently in Seoul, attended by the 11 agencies representing LG in the Gulf, Jordan, Iran, Egypt, Tunisia, Morocco, Turkey, Nigeria, South Africa, Kenya and Pakistan. DDB Casers of Nigeria and Asiatic PR of Pakistan were also recognized for impressive brand-building campaigns. Polaris, which only began working for the South Korean multinational in March this year, picked up the silver award at the first LG Regional PR Forum in May 2004 in Dubai.
Investcorp
A culture of shared responsibility and teamwork is central to a well-governed corporation, delegates were told at a one-day conference on corporate governance held recently in Bahrain. Gary S. Long, chief operating officer of Investcorp, spoke at the high profile conference on “Corporate Governance — Board and Executive Action for Good Governance” at the Gulf International Convention Center. “Investcorp’s culture is based on trust and shared responsibility, with a high degree of teamwork built into decision-making at every level,” Long said. He outlined various cornerstones, in place at Investcorp, which could ensure that good governance remained at the center of an organization’s ethos and actions. “Good corporate governance has been good for Investcorp, its shareholders and clients since its inception over 20 years ago,” Long added. “I believe that the recipe for solid governance is an evolving one, that businesses in the region must be flexible and adaptable to new ideas and approaches.
Ajmal Perfumes
Ajmal Perfumes, the Middle East’s premium fragrance house and retailer, unveils the chemistry of “Carbon,” a new French Eau de Parfum crafted for the man who defies the truism of life. Composed of a daring menagerie of fresh and citrus notes, “Carbon” complements the progressive character that makes an impression wherever he goes. Carbon’s weave of fresh citrus, lavender, spicy clove, violet and patchouli, has been specially crafted to give the scent a tantalizing effect. Its woody and musky base notes make for an ever-lasting scent. “Carbon is the sixth most essential element in the universe; it plays a dominant role in the chemistry of life. We have invested a lot of effort to create an Eau de Parfum that combines the mysteries of nature. Carbon unveils the concealed elements within the wearer,” Ajmal’s Chief Perfumer Nazir Ajmal said.
Giordano
Giordano Middle East, the leading casual wear brand in the region, after having successfully ended last year with reaching their goal of establishing 75 stores in the Middle East, have their eyes set on yet another milestone. The brand is fast heading toward their estimate of 100 stores in the region and is scheduled to hit that target by the end of the year. “By the end of 2004, we will have a total of 15 stores in Iran alone” said Ishwar Chugani, executive director, Giordano Middle East. The ever growing chain has capitalized on the success of the seven stores opened in Iran late last year, by setting up four new locations, also in Iran, upping the current total there to 11. The new locations are three in Tehran and one in Shiraz. “In addition, we’ve added an additional store in Faheel, Kuwait and have formalized arrangements with our franchisee in Georgia, where we now have five stores. We aim to further cement our reputation as the region’s leading casual wear brand, both in terms of product and customer service, and to do that, we need to increase our presence prominently around the region,” Chugani said.
