TITLE: President, MENA, APCO
YEARS IN THE ROLE: 18+ years
OTHER ROLES: Member of APCO’s Global Executive Committee since 2017; Advisory Board Member at Columbia University School of Professional Studies in New York; Member at PageUp at Page (The Arthur W. Page Society)
He also completed the Corporate Leadership Programme at Harvard Business School.
POWER ESSAY: PURPOSE-DRIVEN LEADERSHIP – NAVIGATING MENA’S ADVISORY LANDSCAPE
Communicators operating in MENA’s ever-evolving advisory and advocacy landscape have arrived at a pivotal moment. Rapid economic growth, ambitious national diversification and investment strategies – particularly in the Arab Gulf countries – have opened the door to immense growth opportunities.
However, opportunity is always closely shadowed by challenges. Success today depends on a clear vision and a comprehensive strategic approach.
This begs the question: how do you develop a clear vision and strategy to set yourself up for success? For me, it comes down to one guiding principle: purpose-driven growth.
Many firms continue to operate within the confines of the age-old premise that profit is the top and bottom line of every business. So, let’s take that as our starting point, and dispel it as a relic of another time.
Companies today need to be grounded in, and grow from, a common purpose. Today’s generation of conscientious consumers is less willing to engage with enterprises unless they adhere to a clear set of values and make a meaningful impact through their work. And this is the root of purpose-driven growth.
Purpose is not just a slogan. It’s the driving force behind lasting success. Over the years, I’ve found that true satisfaction comes from seeing our clients succeed in their endeavours and knowing we contributed to that journey. This is especially true of the Middle East and North Africa, where we are often fortunate to be part of national transformation projects, working with people who are moving the needle on entire societies, economies and communities.
Today, the region’s economic growth and diversification is accelerating at lightning speed. And APCO’s involvement in significant initiatives in the UAE and Saudi Arabia, such as the hosting of COP28 in the UAE and the World Economic Forum Special Meeting in Riyadh to mention just a few, speaks volumes of our commitment to supporting the region’s increasing influence on the global stage. Additionally, we have advised on the launch of multiple mega-tourism projects in Saudi Arabia, further cementing our role in the region’s development.
As one of the fastest-growing regions in the world, MENA presents a remarkable opportunity not only for us, as a firm, but also for the vast majority of international businesses operating here. An example that demonstrates this point is this: in August 2023 just three months before COP28 UAE, APCO Insight conducted global research across 39 countries. Our research revealed that sustainability and climate action are top priorities across generations and geographies. One of the most telling findings of
our research, particularly in the Middle East, was about employability: young talent overwhelmingly prefers companies with a clear, genuine commitment to sustainability.
If your company’s purpose is to make people happy, or in our case, to build the un/common ground upon which progress is made, the challenge lies in embedding that purpose into every aspect of your organisation. The biggest ambassador of any brand is its employees. Building a model that they believe in helps capture and embed the diverse values across multiple generations that can build a sustainable brand.
The path ahead is filled with both opportunities and challenges. By focusing on purpose, sustainability, and a genuine commitment to ESG, regional players in MENA can build a legacy that extends beyond mere profit and puts people, the planet and our shared prosperity front and centre.
I hate to generalise, but for a long time, businesses, as well as our industry, dismissed purpose as fluff and triple bottom line as a punchline. It was an inhibitor to business, or it was a box to tick. Those days have gone. You simply can’t scale, hire, sell or connect without it, and that should tell us something. Purpose-driven growth is really the only kind of sustainable growth there is.
CAREER HIGHLIGHT
Growing APCO’s MENA office from a team of 15 in 2006 to more than 360 in 2024 has been a proud and humbling journey, to say the least. Our strength and unity at work are characteristics of our teams that I deeply appreciate and admire. The way we work is centred around our people; it is their grit, expertise and strong sense of collaboration that continues to drive our growth. APCO also draws on a deep pool of talent, knowledge and expertise from nearly 1,200 people from more than 30 global offices for every client we have. If I can take away one thing from the years that I’ve spent in this role, it is that our creativity and entrepreneurial mindset are what make APCO stand out, and I am so proud of that.
Rapid fire
Focus for the next 12 months?
New, innovative products and services, and happy clients.
Buzzword we need to kill?
“Outside the Box.”
Marketing needs to prioritise?
Target audience.
Top lesson learnt in 2024?
Change is constant.
What worries you the most?
Missing perspective.
Biggest blessing in your life?
Family and friends.
Value/principle that matters the most?
Empathy.
Next travel destination?
China.
What is your pet peeve?
“Can’t do it.”
Who do you look up to?
My mother.
Favourite restaurant in the Middle East?
Il Borro Tuscan Bistro Dubai in Jumeirah Al Naseem.
What are you reading?
The Anxious Generation by Jonathan Haidt.
Favourite hobby?
Boxing.
Top tip?
Think positive.
