I was born in Germany with parental roots in Lebanon and finished my law degree in 2011. Since then I have gathered experience in media relations and corporate communication roles, working for the German Federal Foreign Office, Continental and STEP, a Dubai based start-up. After graduating from HULT International Business School, I joined Bloomberg Media in 2013. I currently manage client relationships in Central and Eastern Europe as well as Sub Saharan Africa. I have lived in Berlin, Auckland, Boston and Dubai and am now enjoying the cultural, culinary and commercial offerings in London.
It is an incredibly exciting time to work in the media industry at the moment. Media companies are facing various changes and challenges. A major one that I am confronted with on a daily basis is publishers trying to monetise digital content in a profitable way. This is mostly caused by the increase of free content, created for and by millennials - which traditional outlets are trying to compete with. Thankfully, most publishers see this as an opportunity to boldly push for innovations with a fail or win fast mentality. I have the privilege to be working with media partners in different regions and being part of these projects I have learned a lot about best practices and different approaches in the past years. I was positively impressed by the fact that there is an increasing amount of (male and female) millennials in senior positions, leading digital initiatives. Being a millennial in this industry, I think this is a brilliant opportunity for our generation to shape the future of media.
In the next few years major global players are set to increase product diversification and invest in editorial outlets to create one-stop shops. I can envision the future platform which will provide the option to read the news, watch a movie, check emails and buy groceries in one single space. In the long-term, I think there will be a strong polarisation between the big traditional media players versus disruptive start-ups. Quality content and authenticity will become the key differentiator for successful media - less so the size or history of the organisation.
While working with publishers across multiple regions I have noticed a common trend: Consumers seem to be overwhelmed by mobile notifications of breaking news. It can be difficult to understand the complexity and develop a point of view in time until the next breaking news hits our phones. This content overload can often lead to poorly researched opinions and gullibility (which is most probably also shared immediately). Publishers have already spotted this trend and are increasingly investing in analytical background stories and opinion pieces which give consumers a convenient starting point for discussions. I am hoping that the increase in accessibility of quality content will ultimately lead to an increase in education. Millennials have done an incredible job so far by establishing social media platforms or political movements by utilising the benefits of technology and media. It is important for our generation to foster this development responsibly with trustworthy content and utilise it for educating the generations to come.
The exciting thing about the media industry at the moment is that companies have to rethink their approaches and are forced to work cross culturally as well as cross generational if they seek to succeed. Highly experienced individuals are as much of an important asset as their millennial colleagues – the mixture leads to the right results. The Rising Star initiative is a brilliant way to recognise those talents and give them the confidence to voice their ideas.
There are many bright and fascinating people I work with on a daily basis, internally as well as externally and it is great to be part of such a vibrant and innovative environment. Being on the list for FIPP’s Rising Star 2016 is an unbelievable honour and I would like to thank my management for nominating and supporting me in the past. I am hoping to gain even more experience being part of the FIPP Rising Star circle and to connect with other like-minded millennials in the future.
FIPP created the Rising Stars in Media Awards in partnership with UPM and will be running it again in autumn 2017 alongside the FIPP World Congress. If you would like to be kept informed about this initiative email Christine Huntingford or Jenny Stubbs.
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