Posted on March 14, 2024
The communications industry is responsible for how each business shares and conveys information – whether on a regional or global scale. As we know, our methods of sharing information are made possible by telephone, internet, airwaves, and cables, meaning that we can connect with anyone – anywhere in the world – at any time. We introduce SASH & Company: a highly skilled PR agency which acts as a one-stop shop for all our strategic communications needs. Here we talk to CEO, Tarek Sakik to find out more as the business wins its prestigious award in our MEA Business Awards 2023.
The communications industry is so much more than how we communicate – it’s also about what we want to say. Raising and running a business in this industry is no small feat as the industry is extremely competitive and ever evolving.
Communications Service Providers (CSPs) have faced a lot of challenges over the years, from cybersecurity issues to the introduction of 5G, building brand trust to public interest rates, corporate social responsibility to wading through the world of Artificial Intelligence.
This is where regional communications consultancy, SASH & Company makes a clear distinction between itself and its competitors. SASH & Company introduces a plethora of services and solutions which inevitably alter the way we see the communications industry, in the Middle East and beyond.
SASH & Company was set up in 2007 to alleviate issues within the communications industry in the Middle East – and, ultimately, have an impact on the industry across the globe. Once it began in Jeddah, Saudi Arabia, the company decided to expand to Dubai with its strategic and creative hub, then a second KSA base in Riyadh.
Led and managed by an exceptional team of individuals, SASH & Company exceeds all expectations for its clients across the Middle East. The individuals which make up the very fabric of the business deeply believe in SASH & Company’s philosophy to exceed expectations every time with extremely elevated standards and the delivery of unparalleled services and solutions for public affairs, media relations, strategic advisory, and social media to a diverse range of clients, including government entities and multinational corporations.
Introducing Tarek Sakik, SASH & Company’s seasoned CEO, who has had a vital role in the accomplishments of the business. Tarek Sakik has over 20 years of experience in the field of communications. Working in the industry since 2003, and having been SASH & Company’s CEO since 2017, Tarek has a wealth of knowledge which helps him to lead the agency further into success. Holding the torch for almost eight years at SASH & Company, he has worked tirelessly to ensure the business’ strategic communication advisory, crisis management, and leadership development and profiling is carried out exactly as needed.
Tarek starts by telling us more about the establishment’s commitment to its clients’ high expectations: “Our commitment to client satisfaction is embedded in our company culture, ensuring consistency across all facets of our operations.”
SASH & Company’s strategic communications services help organizations of all sizes to convey integral messages to their audience. SASH & Company’s approach to this is to communicate effectively with its own clients so that it can find out exactly what they want to put across to engage customers and stakeholders. Analyzing its clients’ specific needs and desired target audience, SASH & Company finds the most efficient, customized ways of raising its clients’ impact and impressions on the world.
Winning Best Regional Communications Consulting Firm, Middle East, SASH & Company has been recognized for its ability to organize and enrich communications on a regional basis. However, there’s so much more to SASH & Company than what meets the eye.
The business’ fruitful selection of services doesn’t stop there: it also covers strategic advisory, monitoring and reporting, Build – Operate – Transfer (BOT) services, content development, crisis management, social media solutions, digital diplomacy, media training, and outreach services.
Of course, with an emphasis on strategic communications, SASH & Company focuses on its clients’ needs and requirements for solutions to their communication issues – large or small. However, the wide range of services offered are not an afterthought – they tie into everything that SASH & Company does for communications across its clients’ projects. Tarek enthuses, “Research based communication lies at the heart of our offerings, empowering clients to deliver their message effectively and persuasively while maintaining their credibility among the masses. We prioritize ongoing education and technological integration. Regular training programs, industry collaborations, and keeping ahead of emerging trends allow us to adapt swiftly to evolving market landscapes.”
With its finger steadily resting on the pulse of the communications industry, SASH & Company’s expansive offerings react and respond to any and all trends which may arise over time. Its ability to adapt and stay flexible to trends, no matter how complex they may be, has enabled the company to continue building on its solid reputation since its inception all those years ago.
SASH & Company’s content development services aid other businesses in creating and implementing complete and compelling content which targets their desired audience. SASH & Company knows the importance of putting one’s best foot forward – in order to present a brand in the best possible way right from the beginning.
Attracting and influencing customers is half the battle when it comes to building a business. Keeping customers is the other half. Ultimately, delivering impactful information is key to sparking initial relationships, then keeping a consistent conversation helps to forge partnerships that are made to last.
Helping all kinds of businesses, across every sector, SASH & Company’s strategic advisory services enable an open channel of dialogue which leads them to triumph in their area of expertise. With its professional analysis, the firm is able to extend its foresight for any one of its clients’ industries. As this requires accurate foresight and actionable insights for each sector, SASH & Company has exercised its skills for reading the corporate landscape in relation to the needs of its clients.
With many other services on offer, SASH & Company offers the chance to partner with a collection of wise individuals within its team. They can help each other to identify challenges, opportunities, and potential risks – giving them the insights they need to proceed with confidence rather than caution.
In relation to the communications landscape across the Middle East, the future looks bright and full of life. This is especially due to the fact that SASH & Company contributes to the overall success of the industry within the region. Tarek elaborates, “On the cusp of a major transformation from resource-rich economies to innovation-driven hubs, the GCC landscape offers a goldmine of high-growth opportunities in the emerging industries of technology, energy, tourism, sports, manufacturing, healthcare, real estate, and many more. However, successfully navigating in these lucrative waters comes with its own set of cultural curveballs and regulatory rigmarole that require local adaptability, stakeholder buy-in, and alignment with national visions.”
He adds, “Governments across the region are hard at work to accelerate regulation of digital content as they seek to provide a safe and attractive environment for local and global content creators while enforcing guardrails that ensure compliance with cultural values.”
SASH & Company strives to always respond to the rapid changes of the local ecosystem and varied dynamics of the regional market – in order to help its clients and influence other businesses around the world. A lot can be learned from this remarkable agency as we react to rising industry trends across the map.
Tarek explains, “Artificial Intelligence has undoubtedly been the biggest game changer in the communications realm, revolutionizing content creation, distribution, and consumption through increased automation, personalization, and efficiency. On the other hand, immersive technologies like the Metaverse, Virtual Reality, and Augmented Reality are gaining foothold for their immense potential in delivering a unique and memorable journey for audiences, enabling them to connect and engage at a deeper level. Finally, sustainability has evolved into a major imperative for entities across the spectrum to act on, having existed all this while as a social initiative with no real impact in the global fight against climate change.”
Artificial Intelligence’s foothold across many industries – if not all – has meant that we’re all adapting to a new age of business. The industry has had to adapt for many younger generations, and SASH & Company is no stranger to this. Tarek shares, “As global experts, we have strived to incorporate the best of trends and practices followed globally in shaping our clients’ strategies to target a young, enterprising, and digitally-savvy local audience less dazzled by style and dwelling more into substance.”
The agency’s prowess lies in its dedication to satisfying its clients and their audiences, so that communications and public relations can run like clockwork, with no interruptions or issues. Working on a regional scale, in line with all requirements for delivering important messages, SASH & Company has earned its spot at the top as a sensational communications agency in the Middle East.
“Our company stands out through its dedicated team which truly understands the local ecosystem and the dynamics of the regional market. This sets us apart from competitors, positioning us as leaders in the communications and PR sector. In short, we are global experts with local knowledge.”
SASH & Company prides itself on its ability to adjust to what is needed from its clients. The agency has an unbreakable network of team members who all bring something irreplaceable to the table. Tarek says, “Our vibrant and family-like work environment has provided the ideal breeding ground for innovation and collaboration, making it a highly desirable employer in its own right. As an organization that places a high premium on skills such as emotional intelligence, open-mindedness, and critical thinking, we continue to build a team that pushes every limit and looks beyond the obvious to help our clients deliver their message in a way that not just brings results, but resonates.”
Over the years, SASH & Company has always been a professional, intelligent, and well-versed PR agency which has helped others to achieve their goals. Building a comprehensive media plan – and managing internal communications activities – for King Abdullah Financial District Development and Management Company (KAFD DMC), the agency has “enriched the district’s media presence in the local, regional, and global market”. This is just one superb example of SASH & Company’s excellence. The firm has also worked alongside ilmi Science Discovery and Innovation Center, Saudi Ports Authority (Mawani), Sela, FII Institute, Saudi Arabia’s Health Sector Transformation Programme (HSTP), Saudi Ministry of Culture, and many more.
Building and managing internal and external communications, organizing press events, monitoring media coverage, implementing innovative ideas, and developing strategies are just some of the ways SASH & Company has exceeded all expectations amongst its rich pool of clients. For the future, Tarek gives us an opportunity to learn more about the agency’s plans: “Taking off into global horizons will remain a key goal for us as we step into the new year. We plan to fulfil this through a hybrid model, which involves setting up bases in strategic markets across the world, in addition to exploring growth opportunities through acquisitions of boutique agencies.”
Bestowed with its title in our MEA Business Awards 2023, SASH & Company has truly established itself as an award-winning business to connect with if you have specific and unique needs for your communications, internal or external, and public relations as a whole.
By introducing a bespoke approach to its clients’ wishes and requests, the business is expertly acting as a buttress for industries across the Middle East. With a strong sense of community, SASH & Company will always find ways to respond to its clients’ requirements for all solutions and services, whether that’s general communications, trends such as AI, VR/AR, or CSR, and its many other areas of expertise. Its unwavering strength in delivering comprehensive answers to complex questions means that SASH & Company has propelled itself to the forefront of the industry and, standing head and shoulders above the rest, the business is set to accelerate even further and faster than ever before.
For futher information, please contact Maha Staiti or visit https://sashandcompany.com/
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