MENA Leadership Lessons with Ben Curson, Partner at Kekst CNC

Ben Curson, Partner at global strategic communications firm, Kekst CNC, sat down with Hanson Research to discuss his views on the opportunities in the MENA communications landscape during the next 12 months.

This Leadership Lesson is part of an ongoing series exploring PR and communications in the MENA – one of the fastest growing regions for brands, businesses, and organisations. To read more insights from leaders across the territories, click here.

What are the significant trends you see for 2024?  

There’s no doubt that artificial intelligence (AI) will carry over into 2024 as the phrase on everyone’s lips. All the large corporates and agencies are thinking about how they can integrate it into their workstreams and use it in a constructive way.

One of the biggest challenges is making sure we don’t substitute critical thinking for speed and convenience. The impact and value of corporate communications comes from experience, and an understanding of risk and reputation, much of which can’t be replaced by AI – at least not yet. However, AI will no doubt free up time on lower-value tasks, allowing for increased focus on critical thinking, creativity, and strategy.

Talent is also going to be a significant consideration, as recruitment in the region becomes more and more competitive. Finding the right people to hire is probably one of the biggest challenges many MENA-based leaders are currently experiencing, and this will continue to throughout 2024.

Tell us about some of the focus areas for growth in the MENA.

It will be interesting to see if sustainability-led communications continues to climb up the agenda as a result of last year’s COP28, along with increased scrutiny and challenges facing leaders in this area.

The other notable opportunity is capital markets, where there is still a fair amount of activity across the Middle East. This would suggest that financial investment will continue to grow and be a key area of focus in the coming year. In this context, the importance of corporate reputation will continue to grow in the region.

Sector-wise, I suspect healthcare, energy, and tech could all see great growth, as could tourism.

Where do you see the industry going during the coming year, especially in light of all the changes we have recently experienced?

I would say that we will keep moving in a positive direction – a continuation of this incredible growth we are seeing across the region. It’s very dynamic, there’s plenty of investment and a lot of business interest here, and I don’t see that slowing down any time soon.

That said, volatility cannot be ruled out. Geopolitical issues do impact how we communicate, and regional unrest certainly has an impact on public sentiment. Communications in the region is maturing all the time and tends to follow the natural path of rhetoric. It’s definitely something to keep watching and pay close attention to.

How do you think ESG trends for 2024 will affect comms professionals?  

A lot of it will come down to the key takeaways from COP28, and the way brands handle outcomes. On a broad level, there’s going to be increased scrutiny. The MENA region has a very strong energy sector which I expect to be in the spotlight in 2024, while also likely impacting the work of comms professionals from across a range of other industries.

How are brands tackling DEI matters in the MENA?

It’s a global matter. Looking at policies and procedures to create a more diverse and inclusive culture is something practically every business is doing right now, as are we at Kekst CNC.

We do a lot to promote DEI. We host various events throughout the year, which gives us a chance to exchange ideas and invite guest speakers with fresh perspectives, and we actively make sure that we have a diverse hiring process. Equally, we tailor the support we provide to address the needs of the individual.

How optimistic are you about the overall direction of the MENA communications industry beyond just 2024?

The level of investment and commitment to growth in the region clears the way for a vast number of great opportunities in the industry. Every day, we see interesting projects, substantial deals and evolving ambitions. The comms strategies for these aren’t always cookie-cutter or straightforward, and can usually only be effective if handled with the benefit of extensive experience with both the business community and local cultures.

There are always other considerations, such as economic and political changes, but from a business perspective, building resilience against external factors is something to be encouraged, and opportunity is found where you look for it. 

To speak to us about finding skilled, quality talent for your MENA business or offices, contact us today.