International real estate agent Knight Frank has worked with FSM to deliver full marketing and communications programmes for the UAE launches of several quality UK property developments.

This includes the prestigious One Blackfriars, in its prime City of London River Thames location, as well as the riverside development London Square Staines Upon Thames.

FSM devised the programme strategies; identified partners and managed all marketing, social, digital and PR elements to assist Knight Frank in marketing their UK property portfolio to a UAE audience. This included devising full campaign messaging, copywriting radio advertising scripts, negotiating radio sponsorship of Dubai Eye’s “Understanding Property” Show and event management of themed dinners and receptions for VIP prospects.

Blueground is revolutionising short to medium term property transactions across key global markets. Following a series of changes to the UAE’s real estate market, the Greek-backed business tasked FSM to help them establish themselves in the UAE as a new market entrant.

FSM positioned Blueground as disruptors, bringing tech solutions to an outdated brick and mortar led industry.

FSM created press office content to support Blueground’s Series B funding announcement which was expanded as a platform for market leadership commentary through a broadcast and print media relations programme.

Taka Solutions is a specialist energy efficiency company. They use technology and engineering to help buildings optimise energy usage.

Through their deep knowledge of energy technology, risk-free financing models and engineering expertise, they help their clients save money and reduce carbon impact.

Taka Solutions struggled to find their voice and recognised the need to re-define how they both marketed themselves and communicated with their stakeholders.

FSM created the framing for Taka’s market proposition clarifying the brand narrative. We were able to help them find their voice again.

March 2020 saw the initial effects of the coronavirus pandemic on UAE business and society.

FSM was engaged by a major UAE based international F+B distributor to create a suite of internal and external crisis communications materials in preparation for any potential retail and corporate issues.

As part of the project, FSM also created a series of communications protocols to help align local and international markets for the holding company and franchise brands.

FSM has supported global communications for Sunset+Vine, the UK based sports production and media company, since 2012.

Responsibilities include leading corporate PR; crisis management, stakeholder communications, internal communications, social media community management and content delivery.

The role requires regular liaison with rights holders, governing bodies, organising committees, broadcasters, talent (presenting & sporting) and media. We have worked with the ICC Cricket World Cup, Commonwealth Games, BBC Sport, BT Sport (incl. EPL & Premiership Rugby), HSBC World Rugby Sevens Series, Dubai World Cup, World Athletics Championships and the INEOS 1:59 Challenge, amongst many others.

Absolut has a rich artistic history not fully exploited in the Middle East. Through the creation of strategic media partnerships, FSM helped them deliver across brand content platforms and event opportunities.

By leveraging the global art positioning, FSM was able to underscore Absolut’s credentials in the art world through a range of direct to consumer activations, targeting the high, mid and entry-level consumer groups.

We worked closely with the Absolut team on activations for Art Dubai; outdoor music events; ‘pop-ups’, campaign development and media delivery for the unique “Be The Art” project. A sponsorship agreement made with Art Dubai enabled us to bring Absolut’s premium Elyx product to a new demographic.

Chivas’ global social entrepreneurship programme, The Venture, was designed to reach “Generous, Entrepreneurial Thinkers” (G.EN.Ts). FSM adapted it to overcome local market sensitivities and sought key stakeholder partnerships to ensure the programme’s success.

We secured a two-year media partnership with ITP (Esquire, Arabian Business & CEO Middle East), Entrepreneur ME and the Arabian Radio Network that delivered high volume quality coverage and new “glass-in-hand” experiences with relevant audiences.

We have subsequently been instrumental in shaping a local market platform, The Good Bartender, which focuses on inspiring UAE-based entrepreneurs predisposed to the creative industries.

The Dubai International Boat Show is MENA’s largest leisure boating event and one of the world’s most influential gatherings for the global yachting community.

For the past two years, FSM has led the VIP Experience Programme on behalf of the organisers. This involves targeting, outreach and liaison with HNWIs across the region and engaging them directly with key event exhibitors.

As part of the programme, FSM also managed exhibitor and business council activity at the show - identifying and coordinating with high-end sales targets.

Le Clos is the premium subsidiary-brand of MMI, the Middle East’s leading alcohol retailer. While the brand is locally owned, the company is still subject to restrictions around alcohol marketing in the UAE. The challenge was to help Le Clos navigate towards a brand-led campaign while remaining on the right side of marketing restrictions.

FSM secured a partnership with Esquire magazine to drive brand themes of exploration, independence and travel. We created an intimate preview evening and Q&A with British Army officer and explorer Levison Wood, hosted by Esquire's Editor-in-chief, Matthew Baxter-Priest. The event was attended by over 150 brand partners, VIP customers and trade representatives, delivering Le Clos content and glass in hand experiences. It was supported by local and international media relations activity.

FSM’s consultancy has been focused on shaping a brand communications philosophy that delivers both product and broader portfolio success. It also supports the adaption of global brand platforms to make acceptable alternatives to engage in a dark market.

We have successfully supported campaigns for Chivas (Win the Right Way / Success is a Blend), Absolut (Be The Art and Art Dubai), Jacobs Creek (Our Table) and Jameson (trade campaigns) driving the brand direct to consumers and raising the profile of each brand with their respective audience profiles.

LegalHomeDelivery.com is the first and only legal wines, spirits and beer home delivery service in Dubai.

Launched in April 2020, it is a joint venture between the UAE’s two leading premium liquor retailers, Maritime and Mercantile International (MMI) and African + Eastern.

FSM co-ordinated the press announcement between the two partners and delivered the service launch news to media across the UAE which achieved over 200 clippings and a combined potential audience reach of over 436 million.

Home Owners Direct (HOD.co) is an e-commerce property portal. It is a technology-driven platform that connects property owners with buyers and tenants, for free, allowing them to negotiate and reach private agreements on property sales and rentals.

The goal of creating and executing as a hybrid business was still a new concept in 2016. FSM helped shape the business model and created the narrative for stakeholders including property developers, property owners, renters, landlords and partner vendors.

FSM has subsequently supported HOD.co’s PR requirements.

FSM was engaged by Gecko Holdings Group, a first mover in the development of world-class ecotourism destinations in Myanmar, to create a brand for the business and for its first project on Kyun Philar, a paradise island in the Myeik Archipelago, located in Southern Myanmar.

FSM also delivered the relevant brand messaging; brand values and communications tools to support the development of luxury resorts on Kyun Philar.

This was extended to include eco-tourism destinations across some of the smaller surrounding islands and the adjacent diving waters, which were also part of the proposed development.

From humble beginnings in 1976, Emirates Flight Catering (EKFC) has become the world’s largest aviation catering business and a major player in event catering, hospitality industry supply and a range of retail products.

FSM helped EKFC to develop new brand positioning for its business, separating its “aviation” and “non-aviation” interests.

This led to a number of brand building projects including Happy Hour, a behind the scenes reveal of the 24/7 nature of EKFC operations, its food and its beverages, as seen through the eyes of its employees.

Another project involved the creation of FoodCraft, a new brand for corporate hospitality expressed through a new logo, product imagery, website, brochure-ware and business stationery collateral.

FSM provided PR and media relations support for the launch of the Van Gogh Relievo exhibition, in the Middle East, in collaboration with DAY Creative - business partners for Van Gogh Museum, Amsterdam. 

Over the course of two months, we developed and delivered a strong media relations programme designed to raise the profile of this industry-first – the accurate, limited edition, 3D reproduction of Van Gogh’s original masterpieces ahead of the launch event held at the Fairmont The Palm, Dubai. 

The programme delivered media interviews for Van Gogh spokesmen with key print dailies.

The activity also included guest management of a 200 strong invite-only soiree at Fairmont The Palm, Dubai.