Global Communications Partner, Amy Hayer recently caught up with Sinead O’Connor, Senior Director at Current Global MENAT, to find out what we can all learn from her international career in PR.
Read the full interview below:
I’d reached a point in London where I was ready for a new challenge but didn’t want to just jump to another agency. I’d always wanted to work overseas and experience business culture outside of the UK as there’s huge opportunity for personal and professional growth.
I first came to Dubai on holiday over 20 years ago. Our taxi got lost and we ended up in Media City, outside the BBC building and I remember saying, “I’ll work here one day”. Then over the years, Dubai came up in lots of different guises but for whatever reason, the opportunity wasn’t quite right at the time. I’d come here on holiday to visit friends, and every time was stunned by how much the city had evolved in such a short space of time – not just physically in terms of construction and infrastructure but also in business, marketing, and innovation.
But ultimately, there were a few reasons I finally made the jump to call Dubai my new home. There’s an entrepreneurial energy here that’s hard to quantify but it’s magnetic. The PR industry is a thriving, multicultural and supportive environment. And Dubai’s ambitious vision for the future creates a sense of optimism and possibility. The winter sun obviously helps too!
One of the things I love about Dubai is the melting pot of different cultures. In our team of 16, we have 11 different nationalities – some were born in Dubai and some moved here as adults. It means there’s a cross-section of lived experiences which is reflective of the population here. But it also means that lots of people were new once so are naturally amenable to new people and what they bring to the table.
The PR industry in general here values collaboration, so bringing in insights from different markets is very much welcomed. But that works both ways. I was super aware that I didn’t have much understanding of cultural nuances, the Arabic language, or the media landscape so had to be open to learning, asking questions, and being wrong about things.
In a similar vein, I often say Dubai is like life in the fast lane. Things can move at a much faster speed than in London, and that took a while to get my head around.
Feeling immediately at home in my role as Senior Director at Current Global and working with the team to grow the agency has been a career highlight. We’ve just entered our third year in business and are winning multiple awards for everything from our client work to the culture we’ve cultivated. We’re trying to redefine what an earned-first agency looks like in this region, and it seems to be working.
As part of that role, I spent a few months seconded to a client’s business which gave me a fascinating view from the ‘other side’. There’s a lot to be said about in-house vs. agency, but I feel fortunate to have had that experience.
There’s an unrealistic view – largely I think driven by influencer culture – that Dubai is all about luxury and glamour. The truth is people here work incredibly hard but there’s also a huge focus on wellness and balance.
I also think Dubai, and the Middle East in general is somewhat underestimated when it comes to the global marketing stage. The high level of creativity and strategy is something that I hadn’t considered before moving here. Take Cannes Lions 2024 for example, UAE and KSA agencies picked up 22 Lions and a Grand Prix across 15 campaigns.
If you’d like to contact us, please press the button to the right to reveal our contact form.
+44 207 632 1410