MCS Action is… a major regional hub for all of Action’s client activities across the MENA region. Our multi-national team of integrated communications experts are capable of managing and executing border-spanning campaigns in regional markets via our HQ in Dubai. In addition to an experienced team of PR professionals, Action’s UAE resources count experienced journalists creating and curating newsworthy content for clients across dozens of industries; professional designers working on specialist creative briefs; and a dedicated digital team with expertise in all areas of digital PR and Marketing providing centrally coordinated, integrated digital campaigns across the region. The buoyant commercial markets of the Middle East represent immense opportunities for brands and with over 23 years working across numerous regional markets from our Dubai base, Action has garnered the local expertise and experience needed to create successful communications strategies across the vastly diverse environments, cultures, languages and medias that co-exist in the region.
Our Local Insight… The UAE media landscape continues to evolve on a daily basis. The widespread penetration of internet-ready devices is driving the prominence of online media and PR agencies across the region are scrambling to improve their delivery of strategic social media campaigns. Content, as always, remains king, and agencies will rise and fall on the quality of content they produce and how that content resonates with target audiences to impact bottom-line. Print remains an important arena for strategic lifestyle content, as well as business content. Radio remains arguably the optimum media to reach certain customer demographics and MCS Action has invested in technology to create and supply dedicated audio content to newsrooms and programmers across major radio networks. Video is another priority because this content can be strategically repurposed for multiple media uses. In this region’s intense and largely saturated media environment, agencies need to evolve and offer a full spectrum of services for clients – either via in-house solutions or through alliances between like-minded partners.
“No connection is meaningful in the PR industry unless that connection resonates with consumers and directly impacts the performance of our clients. In this context, the ‘meaningful’ implies the ‘impact on business’ and the ‘connections’ refer to the emotional relationships forged by the communication on its target audiences. One cannot exist without the other.”