The mandate
Co-build a content specialism inside Ogilvy’s PR unit in the UAE. Be a champion of creative thinking no matter the client, objective, format, or channel. Take central ownership of content produced by account teams, in English and Arabic, where quality and process had no sole owner.
What was built
A team that scaled up to 13 at its largest. An editorial process built to produce proactive multi-format content rather than reactive delivery. Exceptional standards held across every piece of content leaving the agency, alongside strategy, creative campaign planning, and managing freelance resources.
What it produced
An efficient, creatively driven function built to consistently create high quality content regardless of workload pressures. Work good enough to win awards and earn coverage in leading titles. Capabilities that grew in the team through training and mentorship. A function that generated revenue rather than only servicing existing clients.