TITLE: Founder and CEO, Viola Communications
YEARS IN THE ROLE: 23 years
YEARS IN THE INDUSTRY: 30+ years
POWER ESSAY: Celebrating more than 20 years of innovation and growth
Reflecting on more than 30 years in the marketing and communications industry, I am both humbled and proud of the transformative journey I’ve been on as the Founder and CEO of Viola Communications.
Having always been actively involved in the region as a corporate leader, I’ve had the unique opportunity to not only contribute to the growth and maturity of modern marketing communications but also to shape its future and influence responses to the rapid changes we encounter daily. My career has been defined by a relentless pursuit of innovation and excellence, propelling Viola Communications to its leading position in the UAE market.
I still vividly remember stepping into the office for the first time, filled with excitement and determination to follow my vision of building something remarkable.
As the first one through the door, I laid the foundations for what would become one of the most dynamic and innovative marketing and communications groups in the region. Each decision, challenge, and success during those early days was a step toward realising this dream.
Founded in 2001, Viola Communications has grown into one of the largest integrated communication organisations in the region. Our team, comprising over 300 professionals from more than 20 nationalities, operates from our headquarters in Abu Dhabi and offices in Dubai and Cairo. I have immense pride in how Viola has expanded its services since then to offer a uniquely comprehensive in-house marcomms solutions, including media planning, advertising, public relations, events management and production, digital marketing, and outdoor media solutions. This holistic approach has further support from our subsidiaries – Purple Exhibitions, Purple Printing, and the soon-to-be-launched Purple Digital Solutions.
To be honest, we have passed so many important milestones over the years, but among my proudest achievements this past year is seeing Viola consolidate its healthy financial position with continuous growth and business expansion.
In addition, being ranked in the top ‘Best Workplaces in the Middle East’, #4 ranking among the Best Workplaces in Media, Advertising, and Marketing in GCC, and one of the Best Workplaces for Women in GCC in 2024 underscores our dedication to creating an exceptional work environment and celebrates our people as our greatest asset.
Also this year, Viola Outdoor launched the first ever OOH pan-Emirate bridge banner network and pioneering DOOH solutions like D.Toplight, D.Highlight, D.Totemlights and Digital Hoardings that collectively reflect our unwavering commitment to excellence and innovation. For the agency, our outstanding projects this year have earned us 12 prestigious industry awards, highlighting our status as leaders in the region.
Our comprehensive CSR programme, ‘Viola with You’, embodies our commitment to community and sustainability focusing on four main pillars: fostering a strong team culture, creating a positive social impact, raising awareness about sustainability, and ensuring stakeholder inclusivity. ‘Viola with You’ represents our pledge to drive positive change and contribute to a better future, extending our dedication beyond mere business success.
I am deeply committed to giving back to the community and nurturing the next generation of leaders, thinkers, and innovators. My core values of integrity, dedication, and relentless pursuit of excellence guide both my professional and personal life, as I strive to create a lasting impact.
The strategic roadmap for the group has always centered on continued growth and expansion. I firmly believe that strategic and agile communication has the power to drive business success and achieve remarkable results. My philosophy is deeply inspired by UAE leaders who have always demonstrated how vision and innovation can combine to shape the future.
On our way forward, we remain committed to our mission of delivering exceptional value to clients and stakeholders, while having a positive impact on the community. Here’s to the next chapter for the Viola Group: may we continue to break boundaries and lead the way.
Career highlight:
Achieving a top ranking on the Best Workplaces in the Middle East list, highlighting our dedication to fostering an exceptional work environment and celebrating our greatest asset – our people. Our agency’s innovative efforts earned us 12 prestigious awards across various projects, and in addition, Viola Outdoor launched the first pan-Emirate bridge banner network and introduced DOOH solutions such as D.Toplight, D.Highlight, D.Totemlights, and Digital Hoardings. These milestones reflect our unwavering commitment to excellence, innovation, and industry leadership.
Rapid fire
Focus for the next 12 months?
Maintaining the company’s impressive growth trajectory.
Buzzword we need to kill?
All of them, if all we are doing is just trying to sound impressive without providing real substance.
Marketing needs to prioritise?
More accurate data-driven decision-making for better customisation.
Marketing needs to change?
In the dynamic world of business, where the only constant is change, we need to continuously evolve to remain effective.
Top lesson learnt in 2024?
Investing in innovation and technology pays dividends in both the short and long term.
What concerns you the most?
Helping young professionals find their way to success and making sure that they feel important as part of the group, encouraging people who have joined our family to add value both to the companies and to themselves.
Biggest blessing in your life?
My three amazing daughters.
Value/principle that matters the most?
Integrity.
Next travel destination?
For business, an industry event; for leisure, somewhere quiet please.
Who do you look up to?
I have always deeply appreciated the opportunities that the UAE leadership has given to so many people.
What are you reading?
Mostly trade and industry publications.
Favourite hobby?
I’m a sports fan. So, this year, I really enjoyed watching the Euros and the Olympics.
Top tip?
The key to long-term success and growth in the UAE is a willingness to continually learn and adapt with agility: remaining stagnant is a sure-fire recipe for failure.
