Shehab Gargash · Executive Thought Leadership

8
PAGE COVER FEATURE
IN CEO MIDDLE EAST
2
LANGUAGES, ARABIC
AND ENGLISH
4
THEMES HELD CONSTANT
ACROSS EVERY PLACEMENT
1
VOICE CARRYING THE
ENTIRE GROUP NARRATIVE

THEBRIEF

Gargash Group is one of the UAE's established family conglomerates, with a trading history that long predates the businesses it runs today. Heritage of that length is an asset that turns into a liability the moment it starts sounding like nostalgia. The task was to make Shehab Gargash, Managing Director and Group CEO, the lens through which the group's evolution is read, without the story collapsing into a history lesson.

OURAPPROACH

Legacy became a starting position rather than an achievement, with every pitch built around what the group had changed. Four themes held throughout: adapting the family business model, balancing continuity with reinvention, the move into electric vehicles, and the expansion into consumer finance. The programme ran in Arabic and English in parallel, and a cover feature was secured with CEO Middle East, briefed, photographed and reviewed without flattening the candour.

LEGACY,REWRITTEN.CEO MIDDLE EAST
Event audience

THE IMPACT

1
CEO Middle East ran an eight-page cover story built around one executive voice.
4
Four themes were held constant across every placement, in Arabic and English in parallel, so a reader meeting the group in Al Bayan and a reader meeting it in Gulf News came away with the same picture.
1
One voice carrying the whole group narrative is what made the positioning hold rather than scatter across spokespeople.

A NAME PEOPLEALREADY KNEW.A VIEW THEY DIDN'T.

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