Award-winning PR and communications agency TishTash, along with the wider TishTash Group, has announced that Polly Williams, Managing Director, will be stepping away from her role after a transformative tenure spanning nearly a decade. Having served as Managing Director since 2019, Williams has played a pivotal role in shaping the agency?ÇÖs strategic growth and culture.Williams joined TishTash Communications in 2016 as Group Account Director, swiftly establishing herself as a key force behind the agency?ÇÖs evolution into a fully integrated communications powerhouse. Under her leadership, the agency expanded its offerings across PR, creative, events, content, social, and digital marketing?Çöushering in a new era for the business.Notable achievements during her time include:?Çó Growing the agency from a 10-person team to over 70 employees, achieving double-digit growth for five consecutive years.?Çó Spearheading the agency?ÇÖs expansion into the KSA and UK markets.?Çó Launching a cutting-edge ?ÇÿDirect to Consumer?ÇÖ division, including the launch of Raemona Magazine and the acquisition of the popular online community That Dubai Girl.?Çó Championing workplace innovation, with TishTash becoming accredited as a ?Ç£Great Place to Work?Ç¥ and introducing region-first policies around menopause, menstruation, and fertility leave.?Ç£Polly has been a key driving force behind our growth and success over the last 10 years, and in bringing my vision to life,?Ç¥ said Natasha Hatherall, Founder and CEO of TishTash Group. ?Ç£Her tenacity, determination and commitment have been invaluable to me and the agency as we moved from start-up to the large multi-disciplinary agency we are today. While we?ÇÖre all sad to see her go, we?ÇÖre incredibly proud of all she has accomplished and cannot wait to see what she goes on to achieve next.?Ç¥Reflecting on her departure, Williams said: ?Ç£Leading the growth of TishTash has been such a significant and rewarding part of my career. Scaling the business and building a high-performing, multi-disciplinary team of talented women has given me so much to be proud of. I will continue to be in awe of Natasha and TishTash as it goes on to enjoy future successes. As I move into my next chapter, I look forward to applying the experience, insight and momentum gained at TishTash to new opportunities and ventures.?Ç¥The agency has confirmed that Williams?ÇÖ role will not be replaced immediately. Instead, Senior Business Directors Scarlett Sykes and Katie Watson Grant will step into enhanced leadership roles in support of CEO Natasha Hatherall.Looking ahead, Hatherall and Williams will continue to collaborate on several new ventures?Çöincluding co-authoring a book that reflects their shared insights and experiences in the communications world.

TishTash, a PR and communications agency, has announced a transformative shift into a consumer-driven powerhouse, reinforcing its commitment to meeting the evolving needs of businesses and consumers in the GCC region.A Reimagined TishTash GroupThe TishTash Group now comprises several key divisions that enhance its direct-to-consumer engagement strategy:?Çó TishTash Communications ?Çô The flagship PR agency, renowned for its expertise in beauty, wellness, and lifestyle PR, now integrates data-driven insights into targeted campaigns.?Çó Ten by TishTash ?Çô The corporate communications and B2B consultancy arm offering executive profiling, personal branding, and strategic media relations.?Çó TishTash Tots ?Çô A dedicated division specializing in family-focused communications, connecting brands with parents in the GCC.?Çó Raemona Magazine ?Çô A digital publication in its fourth year, addressing real-life issues for modern women with a consumer-centric, data-driven approach.?Çó That Dubai Girl ?Çô A digital platform fostering authentic conversations among UAE women and enabling brands to engage directly with a vibrant community.Embracing Digital Transformation and Data-driven Marketing?Ç£The way consumers engage with brands is rapidly changing, and so is the way we deliver results," said Polly Williams, Managing Director of TishTash. "The TishTash Group is focused on maximizing the opportunities that digital transformation, data analytics, and consumer demand for authenticity present. By integrating data-driven insights with creative campaigns, we ensure brands connect with their customers in the most relevant and impactful way.?Ç¥TishTash Group aims to be a strategic partner for brands, leveraging hyper-targeted marketing, dynamic email campaigns, and community-based engagement. The agency is placing renewed emphasis on live events, brand storytelling, and utilizing data-driven insights to adapt to shifting consumer behaviors.Expanded CapabilitiesIn addition to its core divisions, TishTash Group is enhancing its events and experiential marketing capabilities with bespoke activations and partnerships. Over the past few months, the agency has also expanded into SEO, web design, copywriting, and brand strategy & positioning.Leadership and Structural ChangesTo drive this transformation, TishTash has restructured its leadership team:?Çó Laura Davison has been appointed TishTash Group Director of Consumer Marketing, overseeing consumer-focused marketing strategies across all divisions.?Çó Indira Kasaeva continues as Director of Ten by TishTash, steering strategic growth in corporate, B2B, and executive profiling communications.?Çó Ylova Hamdan steps into the role of Director of PR for TishTash, leading a larger team and driving growth in the beauty, wellness, and lifestyle sectors.?Çó Sophie Pasztor and Marwa Mohamed become Senior PR Account Managers for Fashion & Lifestyle, and Beauty & Wellness, respectively.?Çó Moushmi Bhatia takes on the role of Director of Experiential and Events, leading a team focused on innovative activations and partnerships.With this transformation, TishTash is poised to redefine PR and marketing in the region, ensuring brands remain relevant, data-driven, and deeply connected to their audiences.

In this interview, Polly Williams, Managing Director at TishTash Communications, shares her expert insights on the integration of artificial intelligence (AI) in public relations. Williams discusses how AI enhances communication strategies and engagement, the ethical considerations, and the specific AI tools that have revolutionized their approach at TishTash. From social sentiment analysis to influencer management, she delves into the practical applications and future potential of AI in the PR industry.      How does your PR agency leverage artificial intelligence (AI) to enhance communication strategies and engagement with target audiences?In all honesty, there is still a lot of nervousness around AI in the public relations space. And rightly so, especially when talking about ethics, privacy laws, and security. In truth, we have been using AI at TishTash for quite some time but in ways that may be taken for granted in this ever-evolving space. For example, utilising a legacy product like Grammarly, as one of the only AI tools we insist our team use. This is the perfect example of where there is proof of AI based efficiency and accuracy that you cannot yet guarantee with others. It ensures our teams are crafting content that meets standards and acts as a great barometer for quality of work, writing style etc. There are also a slew of new AI social sentiment listening tools now available which provide valuable insight into how our own and competitor brands are being talked about across social media. This allows us to monitor and measure sentiment and provide in depth recommendations around who and what our target audience want to engage with, how they engage and what makes them tick and will hence generate the greatest ROI for our clients. In turn we are able to build strategies that resonate with our target audience and keep our clients on or ahead of the trends, which is essential when building a consumer-focused brand.  Can you provide examples of specific AI tools or technologies that your agency utilises to analyse and interpret data, enabling more informed decision-making in the realm of public relations?Like many agencies, we are cautiously approaching the use of newer AI tools, and we have banned chat GPT for now (but that?ÇÖs another story). Where we do find AI technologies useful is within our influencer management teams. For example, platforms such as Hypeauditor harness the power of AI and machine-learning algorithms to gather and interpret data across influencer profiles to help identify the best profiles for campaigns across markets. Being able to numerically validate an influencer based on their audience size, geography and previous campaign metrics as well as being able to analyse previous campaign ROI allows for a more finely tuned influencer program. This is extremely valuable given the rise of paid influencer collaborations and the interpretive influencer collaboration rules in the region. Predictive analytics uses data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes. This is based on historical data. This technology is particularly useful in PR and marketing, where it can forecast customer behaviour and preferences. This means businesses can make informed decisions about their strategies. PR is the perfect industry to invest in predictive analytics. By identifying social trends, consumer attitudes and global circumstances ?Çô prior to launching a PR campaign ?Çô this could multiply its impact significantly. In what ways does your PR agency incorporate AI-driven insights to tailor messaging and content for diverse audiences, considering the cultural nuances and preferences in the United Arab Emirates?Again, I believe the greatest AI tools are those that allow us to gain insights from real consumers. On an organisational level, we are educating our teams on the true value usage of AI - for administrative efficiency. Social listening and sentiment tools are so advanced now that the level of data and insight you are able to receive is amazing. Being able to understand how a consumer feels about a brand is such an incredible advantage. We have many global clients, who when they first launched in the Middle East had little understanding of how different their target audience was in comparison to their British or American counterparts, in relation to cultural nuances etc. Social listening is a brilliant showcase for identifying and sharing sentiment and allows us as the experts to interpret and craft compelling campaigns that will reach the right audience, with the right message to deliver our objectives. How do you address concerns related to the ethical use of AI in public relations, ensuring transparency and accountability in the deployment of AI technologies for your clients?As mentioned previously, we have banned Chat GPT from TishTash. No press information or content will be written using any tool that auto generates it (yet). Tools that allow you to input, analyse and interpret data will be shared with our clients, so we remain completely transparent. It is also essential at this time that such tools are not used in isolation without human input. I think at present, such tools are best for data gathering and analysis, to streamline workflows and save time, but for TishTash all strategy and planning is done by the humans in the office! What are the primary challenges and ethical concerns regarding the incorporation of AI tools in PR, including aspects such as factual errors, misinformation, data privacy, information security, and potential legal ramifications? How can these concerns be addressed?When Chat GPT launched, like everyone else, we of course tested it out. Essentially it is not nearly as accurate or up to date as it needs to be to ensure effectiveness, and there is no way, without elaborate prompts, that it can understand or utilise true brand tone of voice or replicate that of the writer. The reality is, too many people are using such tools in the belief that it will speed up their to-do list, and make their lives easier. Most importantly, any data or information you input via such platforms become public, and this particular point is one that many overlook, especially junior team members who may not be aware of the ramifications of using such tools. Therefore until proper laws and global best practices are put in place, agencies need to put very clear transparent policies in place that continue to treat client information as completely private and secure.

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 ?Çÿnon-traditionally?ÇÖ 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, ?Çÿjoined up?ÇÖ 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?ÇÖs exactly why TEN was created. It?ÇÖs 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.

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?ÇÖs 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.?Ç£We?ÇÖve created some incredible impact with our corporate communications at TishTash over the past 18 months and noticed a growing need for the ?Çÿnon-traditionally?ÇÖ 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?Ç¥ said Polly Williams, Managing Director, TishTash Communications.?Ç£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 ?Ç£ she continued. ?Ç£ 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.?Ç¥

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 ?Çô 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 ?Çô 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 ?Çô Supporting the launch of Dr Tanya?ÇÖs 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 ?Çô The brand-new wellness destination has appointed TishTash to build brand awareness and support with influencer and brand partnerships. Humble Power ?Çô 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: ?Ç£It?ÇÖs 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?Ç¥.