To join their customers in celebrating Ramadan, Etisalat Misr organized a very unique suhoor event for their Emerald customers with more than 500pax in attendance, including the attendance of multiple celebrities and public figures. The event was highlighted with delicious food prepared by the Nile Ritz Carlton Hotel and stellar entertainment provided to the guests throughout the event.
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Coinciding with the product launch of the new AXE line, AXE Gold, Influence X partnered with Unilever to organize an activation in different malls and universities across Cairo. Through a creative activity in the booth, youth were attracted to try the new fragrance and take part in the challenge. A special Flash Mob dance was also performed at all locations.
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Tackling the night life scene of the North Coast, Tresemme organized an activation in the top night life spots to give guests a quick fix for their hair. In addition, body art artists were hired to give guests a special body art during their quick fix. The activation was organized in more than 4 different locations across two weeks in the North Coast.
The activation witnessed the participation of more than 5,000 guests of the targeted locations and more than 4,000 distributed samples.
When Influence X Etisalat by E&. have organized a very unique suhoor event for their VIP customers, including the attendance of Etisalat’s latest Ad. stars and public figures. The event was highlighted with delicious food prepared by Marriott Zamalek Hotel and Luxurious Omar Khairat’s melodies in the background.
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Customer events are at the forefront of Huawei Technologies’ marketing efforts, therefore, Huawei Technologies partnered up with Influence X to organize a 3-day customer event at El Gouna, Hurghada for Huawei’s financial solutions customers. For three days, guests engaged in informational sessions in the morning and moved on to entertaining activities by night.
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AWB’s sponsorship of GFF’18 was a great opportunity for both Influence X and Mention to shine and steal the show by impressing the festival attendees.
From creative themed ATM on red carpets, to the cinematic booth showing trailers of the festival movies, AWB’s branding took the beautiful Marina experience to a whole new level.
The activations team, in collaboration with Mention’s creative team successfully delivered one of the most creative and successful stunts, where AWB’s branded robot greeted celebrities on the red carpet and transported the experience to the public in the marina through a 360 camera that was played in VR technology to the booth visitors.
In 2022, Influence Communications successfully managed the launch of the “She Works Wonders” program by PepsiCo Egypt, in cooperation with INJAZ Egypt Foundation, and under the auspices of the Ministry of Higher Education. The program seeks to support and empower female university students, and fresh graduates, aiming to increase female representation in male-dominant jobs, such as Sales and Supply chain.
This project was one of many that witnessed the coherence of an orchestrated collaboration between Influence PR and Influence X to deliver a fully integrated 360 offering to PepsiCo.
Communication Challenge: The program’s idea of women empowerment was adopted previously by several players in the private and public sectors. So, the communication challenge was how to give an edge to the program by pushing it a bit further and making it stand out. With high level gov. representation attending the event, including ministers and international organizations, all logistics and on ground management of the event had to be handled with absolute craftsmanship across all participating subsidiaries.
Milestones: Coming up with an integrated communication approach that resulted in gaining high recognition from the business community and the private sector, and many of them have already come on board in the second edition.
Achieving massive top-tier coverage by several outlets
KPIs:
- 353 total clippings
- 2ND edition held mid July 2023 witnessed the participation of more than 11 new partners from top multinationals due to the hype of the 1st edition
- AD value of EGP 42.5
- PR value of EGP 148.8 M
CEO & Managing Director
Mohamed is the CEO of Influence Communications Group since 2007, where he strategically led the expansion of the company locally and regionally. With his vision, the company was able to reach five subsidiaries, including Public Relations, Public Affairs, Events Management, Mention (a fully-fledged digital marketing and content creation agency), and 925 (an online platform magazine complemented by a professional and well-equipped studio). Mohamed's expertise includes more than 18 years of experience in the marketing communications and strategic digital public relations field. He started his career at Promo Seven Weber Shandwick-Qatar and moved to Cairo as a Senior Client Relations Manager. He then moved to British Petroleum for 2 years as a Communications and External Affairs Senior Advisor.Believing in the power of PR, Mohamed utilized the philosophy of turning PR science into a practical arm to shape public opinion and strengthen the market positioning of businesses. Throughout his business journey, he was able to shape the image of top multinational firms through his strategic advising input. His skills also include a certification to train senior executives and top CEOs in several strategic topics, in addition to public and media speaking.Mohamed graduated from Cairo University – Egypt, Faculty of Economics and Political Science (English Section) in 2001. He enrolled in an MBA program majoring in Marketing in 2010 at RITI (Maastricht School of Management). He also holds professional courses and trainings in Crisis Management and PR Advanced Techniques from the American University in Cairo (AUC) and Crisis Management course and Negotiation Skills course from VIRAK International-Switzerland.
Co-Founder & COO
Mahmoud Darwish is the Co-Founder & COO of Influence Communications Group. With more than 25 years of experience in the Marketing Communications Industry, Darwish was one of the first waves of key industry players in the Public Relations field in Egypt, contributing a vital role in educating the market and setting industry standard practices.Throughout his career, Darwish has helped several organizations in shaping their public positioning in a positive light, as well as contributing to financial institutions, enhancing and developing their overall brand equity and marketing visions. After his fair share of corporate experience and upholding several reputable positions, Darwish then delved into the world of private business with all his attained knowledge and expertise, Co-founding Influence Communications.Through Influence Communications, Darwish has vigorously and strategically worked on modernizing and digitizing the Marketing Communications Industry, as well as reinventing the wheel on traditional methods of communications. Darwish is an Ex-Business Development Head for Consumer Loans at Commercial International Bank (CIB) as well as an Ex-Public Relations Manager of Citi Bank Egypt.
Group Executive Director
Ziad is a strategic expert who has been working closely with the board in navigating the group’s vast expansions, both internally and externally, since the very early stages of establishment. Over the years, Ziad has developed a well-rounded experience in multiple areas across and within marketing communications, management, and business growth.From administration & finance to retail branding, corporate events & brand management, strategic PR, and communications, Ziad has successfully managed a huge portfolio of clients and projects for giant local corporates, top multinationals, and international organizations across different sectors (financial, FMCG, automotive, healthcare, real estate, F&B, etc.). As well, his endeavors include other internal and external business development missions where he provides support to the group’s different subsidiaries at a time to overcome certain challenges, enhance performance, and achieve better financial results. Also, managing the regional and international relations with the group’s exclusive affiliate "APCO Worldwide" and other partners around the globe was part of his scope.Ziad holds a BSc in Business Administration from the Faculty of Commerce at Alexandria University.
General Manager - Business Development
Nancy has 20 years of experience in marketing communications for both local and multinational brands, particularly in media and account management. She has diverse expertise in communications from working at different market leaders in the field of PR and advertising, including Tarek Nour, Editor, and Influence Communications, in various client relations managerial positions. She also has strategic marketing and managerial experience from holding the position of Marketing Director at Egypt's leading NGO, Misr El Kheir. Nancy was also a member of LOGIC's management consulting team and currently provides consulting services to several brands and businesses in Egypt.In addition to her expertise in overall 360 marketing and corporate communications strategic planning and execution, Nancy has experience in marketing research and analysis (both qualitative and quantitative), media planning for offline and digital platforms, media production for comprehensive campaigns, including target forecasting, budgeting, and execution. Nancy holds an Executive MBA certificate as well as a DMI accredited Digital Marketing Diploma from the School of Executive Education at AUC.
General Manager of Administrative Affairs
Khaled Omara is a highly accomplished professional with a strong background in construction and project management. He holds a Bachelor's degree in Civil Engineering from Cairo University and has accumulated over 17 years of valuable experience in the Gulf area and Egypt, working with internationally renowned firms such as ITD, ECG, Shaker, and Aga Khan.Khaled's expertise extends to project management, and he has further honed his skills through a Project Management course at the American University in Cairo (AUC). As the General Manager of Administrative Affairs, he combines his academic knowledge with extensive real-world experience to drive success in his current role.With a proven track record of delivering excellence in construction and project management, Khaled Omara is a dedicated professional committed to achieving outstanding results in every endeavor he undertakes.
General Manager - Influence PR
Shaimaa El Kafrawy has been the senior Media Consultant for Influence Communications since October 2007 before becoming the General Manager of Influence PR in 2019.Prior to her tenure at Influence Communications, Shaimaa served as Media Relations Director at Weber Shandwick from 2000-2007, where she developed and implemented media strategies for print, broadcast, and electronic media and works closely with reporters and editors.She has very good relations with media gathered from more than 20 years' experience in executing huge national PR campaigns along with that, Shaimaa has achieved a successful record in implementing extra ordinary media campaigns for many clients including Tetra Pak, Roche, Unilever and many otherShaimaa holds a Bachelor's of Mass Communications from Cairo University in 1999, and is an expert in public speaking and media training.
Head of Operations Media Department
With over 15 years of experience, Ehab Rizk oversees PR operations, media relations, media monitoring, and analysis at Influence Communications. He has successfully led a team of over 25 employees and developed strategic media relations plans and sponsorship packages for press, radio, and TV. Throughout his career, Ehab has built long-term relationships with the media and played a strategic role in enhancing the positioning of corporate clients among Egyptian and regional media outlets.He has worked with various media channels, including Aljazeera.net, Rose AL Youssef, Sabah Elkheir, and Nahdet Misr. Ehab holds a Bachelor's Degree in Drama and Theatre Criticism from the High Institute of Theatre, as well as a Diploma in Drama and Theatre Criticism.
Crisis Management & Media Senior Consultant
Mohamed Saeed has over 23 years of extensive experience in public relations, crisis management, image building, consulting, training, monitoring, and media analysis. He has worked in leading specialized institutions in Egypt and spent 15 years as an editor before joining Influence Communications in 2015.Throughout his career, Mohamed has provided training to senior officials and employees in various government entities, including the Egyptian Ministry of Foreign Affairs and the General Authority for Investment. He has also collaborated closely with the heads of public relations and marketing departments in numerous local, Arab, and international companies. Additionally, Mohamed has played a significant role in launching brands and products for major companies operating in the Egyptian market.Apart from his work in public relations and crisis management, Mohamed has a strong background in journalism with 32 years of experience. He has published articles in various newspapers and websites and possesses a comprehensive understanding of current events. He has held positions in several local and Arab journalistic institutions, starting as a news editor and eventually becoming a newsroom director at "El Tahrir".
Business Director, Influence Public Affairs
Waleed Ramadan is a highly experienced Egyptian economic diplomat with a wide range of international experience. He has worked across three continents and has developed connections in over 40 countries. Waleed's work has primarily focused on economic diplomacy, international trade, and foreign direct investment (FDI), with a particular emphasis on public affairs in Egypt and the region. He has served as a Commercial Counselor in Spain twice and in the Emirates, where he was also assigned as the Deputy Director for Policies and Strategies in the Cabinet of the Minister of Trade and Industry.Waleed is an expert in horizon scanning, which allows him to develop high-performance strategies that prioritize growth and sustainable outcomes. He has a proven track record of setting clear agendas and gaining support from key stakeholders in both the public and private sectors. His expertise in economic diplomacy and public-private partnerships has honed his communication skills and stakeholder management abilities, making him highly effective in dealing with complex public affairs issues. Waleed holds a degree in Commerce from Cairo University (2007) and a diploma in regional trade policies from the World Trade Organization (2018). He has also obtained certifications from esteemed international entities such as CECO (Spain), ICE (Italy), the International Trade Centre (Switzerland), and CIPE (USA) in the fields of international trade, diplomacy, and public policy. He is fluent in both English and Spanish.
Co-Founder, Twenty O Seven
Bassem Dahawy brings over 8 years of experience in strategic marketing and marketing communications. He holds a bachelor's degree in Marketing and Management from the University of Sussex in Brighton, UK, and a master's degree in Strategizing Marketing from Imperial College in London, UK.Previously, Bassem held various roles at Influence Communications, including Account Director for PR, as well as Head of Strategy and Business Development at Mention. He has also held corporate positions such as Digital Marketing Manager at Mountain View and Head of Communications and Sponsorships at Alex Bank. Currently, Bassem serves as the Co-Founder and Managing Partner at Twenty O Seven, specializing in business and marketing growth consulting.
Business Director, Mention
Shady Nagy has been the Head of Client Relations for Mention since October 2019 before assuming the role of Mention Business Director. He has over 12 years of experience in the advertising field, primarily in project management and client servicing. Shady holds a bachelor's degree from the Faculty of Arts, English Department, and he has obtained a PMP (Project Management Professional) certificate.Throughout his career, Shady has worked on various advertising campaigns with clients from different sectors, including FMCG (Fast-Moving Consumer Goods) companies like COCA COLA and Juhayna, real estate companies like Orascom and Newgiza, telecommunication company Vodafone, and banking sector company ABC Bank.
Business Director, Influence X
Wael Badr is a results-oriented professional with over 19 years of experience in marketing and advertising. He specializes in below-the-line (BTL) strategies and is passionate about creating impactful campaigns that drive brand awareness and deliver measurable results. Throughout his career, Wael has demonstrated expertise in strategic planning and execution. He has successfully led cross-functional teams in developing tailored marketing strategies aligned with business objectives. His skills in BTL activities, such as events, promotions, activations, and experiential marketing, have consistently led to the execution of successful campaigns and the delivery of high-quality solutions.As a collaborative leader, Wael excels in building strong client relationships and providing strategic guidance that exceeds expectations. He has a proven track record of driving revenue growth, launching successful product campaigns, and spearheading brand transformations. Currently, Wael holds the position of Business Director at Influence Communications, specifically in the experiential marketing company, InfluenceX. In this role, he is responsible for developing comprehensive marketing and BTL strategies aligned with business objectives. He also leads and inspires cross-functional teams to achieve campaign objectives, overseeing the execution of campaigns, BTL activities, and marketing initiatives with a focus on seamless coordination and effective project management. Wael Badr holds a Bachelor's degree in Mass Communication with a focus on Public Relations and Advertising from Cairo University.
Editor in Cheif, 925
Ahmed Mansour is an Editor-in-Chief with a double master's degree from the American University in Cairo and the University of Glasgow in the United Kingdom, specializing in Editorial and Digital Marketing. He has held various positions in multiple media entities in Egypt, including Lovin Cairo, C-Town Chatter, Scoop Empire, and Egypt Today and Business Today magazines.Mansour has received awards from the UNHCR, Hilton Hotels, and Samsung for "Best Article on the Syrian Refugee Crisis in Egypt," "Best Hotel Review," and "Best Coverage of the Entaleq Initiative," respectively. A writer by trade, a podcaster in his free time, and a musician at heart.