TEN by TishTash: Polly Williams on tailoring corp comm for the GCC

In the realm of public relations and marketing in the Middle East, TishTash Communications is making waves with its latest endeavor, Ten by TishTash. This new venture marks a strategic move for the company, as it steps into the realm of corporate communications.Ten by TishTash is designed to cater specifically to the intricacies of the Gulf Cooperation Council (GCC) region, covering Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE. Offering a range of services including digital media, content creation, and crisis management, Ten by TishTash aims to be a reliable partner in reputation building and protection across various sectors such as lifestyle, beauty, wellness, interiors, law, and real estate.In this interview, Polly Williams, the Managing Director of TishTash, sheds light on the rationale behind this initiative in an interview with AdgullyME, discussing its strategic implications for the future of corporate communications in the region.Excerpts: What prompted TishTash Communications to launch TEN by TishTash, and how does it address the evolving needs of corporate clients in the GCC region?As an agency we have consistently worked with many corporate and global clients over the last 12 years. In 2024 we have seen a real shift in the needs of these clients and the balance of the media and stakeholder match. We saw an opportunity to design a purpose-built division that responds to these changes. TEN by TishTash aims to respond to the seismic shift in the PR landscape, created by digital innovation and consumer transparency. Digital touchpoints are inescapably at the forefront, alongside the change in consumer appetite and needs. TEN by TishTash works to amplify businesses and brands looking to connect with impact - be it with stakeholders, employees, clients and consumers in a way that fits this brave and diverse new world. Could you elaborate on the integrated storytelling and authenticity that TEN by TishTash aims to offer? How does it align with modern PR objectives?Corporate comms still carry a stigma of some very old-fashioned troupes. Think men in suits, grey haired C-suite leaders etc. But the truth is the world has evolved and agencies need to evolve with it. Most businesses are not led this way. We have noticed a growing need for the ‘non-traditionally’ corporate businesses, to have a wider, integrated understanding of up to date, joined up thinking on the capabilities around their stakeholder, employee and consumer messaging and we believe corporate, ‘joined up’ storytelling for these businesses can have the impact required - cross platform and cross stakeholder, with the authenticity an audience now demands.With the emergence of digital touchpoints and changing consumer preferences, how does TEN by TishTash plan to navigate and leverage these shifts in the media and stakeholder landscape?Everything we do at TishTash is about creating impact for our client. TEN by TishTash will be no different in its objective and we will compound our success by sharing a fresh thinking approach to integrated marketing and PR that utilises the agency's unparalleled understanding of the regional landscape. The digital first approach from TEN by TishTash takes a keen focus on output that is relevant, modern and creative. This will include strategic thought leadership, profiling, events, whitepapers, trade shows and credible sustainability initiatives, working together, versus in silo, and in the language that the audience of a business, brand or leadership team want to read, listen to and understand. What specific strategies or approaches does TEN by TishTash employ to ensure impactful corporate communications for its clients, especially in areas such as thought leadership, profiling, and B2B coverage?The key starting point is a deep dive into current brand sentiment against business objectives or brand promises. Taking from this, a strategy that combines the identified audience appetite, aligned with the business goals is key. Identifying where stakeholders are now and the topics that are relevant to new audiences are crucial. The lines drawn between what is B2C and what is B2B are blurring and the work we do aims to better bring those two sides together in an authentic way. For example, one of our corporate clients recently unveiled new maternity leave policies for their workforce. This was covered in both B2C and B2B publications (digitally and in print). Historically, you would not consider that such news would have that depth and breadth of coverage, but with the right strategic thinking and storytelling, bridging corporate and social interest, we are able to broaden reach and find new relevant audiences.  How does the leadership team, including yourself, envision the role of corporate communications evolving beyond 2024, and how does TEN by TishTash aim to stay ahead of these changes?The role of corporate communications is no different to the role of consumer communications, and that’s exactly why TEN was created. It’s about people. What they read, listen to and what they are influenced by, when and where. The importance of digital-first, the need for sophisticated storytelling and the increasing role of AI are all essential areas for consideration. The success of TishTash has always been in our agility to respond to the quick changing landscape, and this strategy will continue as we focus on new integrated storytelling and authenticity that match modern PR objectives.

TishTash launches corporate communications division

Dubai-based PR and marketing agency TishTash Communications has launched a new corporate communications vertical named TEN by TishTash.The aim is to meet ever-increasing demands from GCC clients to match corporate communications with an authenticity and creative transparency required for a modern media and stakeholder landscape. As stakeholders diversify and grow, so do the role agencies play with their clients. With digital touchpoints at the forefront, combined with a change in consumer appetite and needs, TEN by TishTash works to amplify businesses and brands looking to connect with stakeholders, clients and consumers in a way that fits a brave and diverse new world.Over the past 12 months TishTash has grown their results driven, and impact based corporate communications output with existing clients covering thought leadership, profiling, B2B coverage, events, whitepapers, trade shows and credible sustainability initiatives with Alpha Nero, Kibsons LLC, BSA Law, Beautyworld Middle East and Saudi Arabia, Cityscape, DrinkDry and Taste of Estonia. TEN by TishTash will compound this success by utilising a fresh thinking approach to integrated marketing and PR that utilises the agency's unparalleled understanding of the regional landscape and those who live and work within it across the GCC.TEN by TishTash will be led by Indira Kasaeva, currently holding the role of PR Director at TishTash. Indira brings with her a wealth of experience in the corporate sector and has worked with some of TishTash’s biggest corporate clients to date. Indira will work closely with Kellie Whitehead, Corporate Communications Director at TishTash, in the strategic development of TEN, and Polly Williams, Managing Director of TishTash.“We’ve created some incredible impact with our corporate communications at TishTash over the past 18 months and noticed a growing need for the ‘non-traditionally’ corporate businesses, within the B2C space specifically to have a wider, integrated understanding of up to date, joined up thinking on the capabilities around their stakeholder, employee and consumer messaging” said Polly Williams, Managing Director, TishTash Communications.“Ten by TishTash is the formulation of a specialist division that invites clients to look strategically at matching the role of corporate communications in 2024 and onwards and seeing impact driven results that can blend seamlessly with a B2C offering alongside “ she continued. “ We are excited about this new chapter for our agency, amplifying one of our fastest growing areas in the year ahead and is a much needed addition to the other services we provide.”

TishTash Communications announces multiple client wins for 2024

TishTash Communications, the Dubai-based, award-winning independent communications agency, has announced that it has added international, regional, and local brands to its portfolio of lifestyle, health, and wellness clients. These latest client wins include:Anthropologie – The internationally beloved concept store brand is known for its curated assortment of clothing, accessories and home decor that reflects the spirit of creativity and individuality. TishTash are working closely with the Middle East team to support Anthropologie's marketing strategies in the GCC with earned PR and media, events as well as content and influencer strategy. Dubz – Offering travelers hassle-free check-in and comfort from home, Dubz (by Dnata) is a luggage pickup, storage and delivery service that also checks you in for your flight and prints your boarding pass at your doorstep. TishTash will be managing the influencer strategy and brand seeding across the UAE.Dr Tanya Skincare – Supporting the launch of Dr Tanya’s Skincare in the UAE, the Australian-made and owned skincare brand features doctor-derived formulas infused with medical-grade ingredients and Ayurvedic inspiration. TishTash will lead the brand launch with earned PR, brand awareness and events.FITCODE – The brand-new wellness destination has appointed TishTash to build brand awareness and support with influencer and brand partnerships. Humble Power – A homegrown, purpose-led, female-founded modest athleisure brand, Humble Power aims to empower women to embrace their unique style. TishTash is responsible for traditional media awareness around the brand as well as influencer strategy and brand collaborations.On the continued growth and client wins in Q1, Managing Director of TishTash Communications, Polly Williams says: “It’s been an excellent start to the year at TishTash and we are thrilled to finish the first quarter by representing such brilliant brands as Anthropologie, Dr. Tanya Skincare, Humble Power, FITCODE and Dubz. Each of these brands represents our commitment to lifestyle, wellbeing and health-based clients as our core agency strategy and we look forward to creating fully integrated, cross-platform campaigns across our PR and digital teams that resonate with consumers and build awareness alike across a successful summer and beyond”.