We all know that we understand a concept better when it is explained to us in our own language and appeals to our sensibilities. The same approach should be used when we market a product or service to a target audience in a region. Businesses need to speak the language that people in a particular region will understand, says Sawsan Ghanem, Managing Partner, Active PR.
READ. profiles one of Dubai’s most prolific entrepreneurs.
The saying goes that behind every successful man there is a successful woman. It would also seem that this could be said when it comes to many of Dubai’s successful companies. Women everywhere are setting up businesses which take their industries by storm and, more importantly, are being recognized for their achievements. One such woman is Sawsan Ghanem, managing partner of Active PR.
Racing driver doesn’t feel need to buy expensive road car, as he’s happy cruising in a Honda Jazz.
I’ve just witnessed Zaamin Jaffer, a 22-year-old Indian driver, snatch victory on the last lap of the third round of Formula Gulf 1000. We’re at Dubai’s famed Autodrome for the Motorsport Festival, the sun is hot and Jaffer has just caused hundreds of jaws to hit the floor. He’s already got tongues wagging by getting pole position after the morning’s qualifying session, narrowly beating Malaysian Natasha Seatter by just three tenths of a second. And to lose the pace at the start of the actual race to Seatter, only to claw it back on the last lap, no wonder he’s been touted as a future star for the UAE racing scene.
Sawsan Ghanem is the Joint Managing Director of Active PR. She has lived in the Middle East region for the greater part of her life. Sawsan lived and studied in the UK for a few years where she gained her BSc in Chemistry & Management from Kings College, London University and MA in International Business, from Webster Graduate School (London Campus).
Sawsan began her career in PR over 14 years ago, when she caught the PR and communication bug. She funded Active PR in the summer of 2003 along with Louay Al Samarrai. Sawsan has in-depth experience in strategic PR campaigns, media relations, creative thinking, crisis management and more.