About Louise Jacobson, Managing Partner, Brazen MENA

Louise Jacobson has more than two decades of experience leading PR strategies for some of the world’s most iconic brands including Disney, Marriott International and Veuve Clicquot. As the Managing Partner of MEPRA and PRCA MENA small agency of the year – Brazen MENA, Louise has unwavering commitment to raising the standards of PR in the industry with her work as a MEPRA Strategy Board member and industry awards judge.

Louise is a passionate advocate for women in business. She serves as a board member of Global Women in PR MENA, a member of Dubai Business Women Council and is actively involved in mentoring the next generation of women through her work with the Girls Out Loud not-for-profit organisation.

In 2019 Louise implemented a ground-breaking wellbeing policy for staff at Brazen MENA, underscoring her commitment to prioritising the health and happiness of her colleagues.

In her spare time, she enjoys music, keeping fit, reading, gastronomy and her two rescue dogs.

About her thoughts for the industry

  • Empowering women in PR

As a woman in PR, I believe that the industry needs to unite more to tackle the issues that face us. The latest GWPR survey showed that ageism is a concern, and while it’s great to see so many female PR leaders in this region, we need to ensure they are empowered to reach their full potential. Organisations like GWPR MENA are vital, as they connect and collaborate senior female leaders, paving the way for a more inclusive and supportive industry

  • Leveraging Intelligence Tools 

Thanks to data and analytics, we have more intelligence at our fingertips than ever before, making our work more impactful and identifying opportunities for improvement. AI is also on the rise, with ChatGPT being a prime example. While it’s a valuable tool to help make our work more efficient, I don’t believe it will replace the human touch anytime soon.

  • Beyond vanity metrics

Brands need to move beyond vanity metrics and focus on network value. Too many get caught up in the number of followers an influencer has, but we’ve had brilliant results in campaigns with key opinion leaders – people with high influence in their own networks, rather than just social media reach.

  • Achieving work life balance

The UAE is booming. Brazen MENA client Marriott Resort Palm Jumeirah is at 100% occupancy, and in 2022 14.36 million visitors came to the Dubai. While the economy is thriving, many colleagues in PR and media are feeling overwhelmed. Companies must prioritise work-life balance measures to ensure team members don’t burn out. At Brazen MENA, we recently launched an “out the door at four” policy that empowers team members to leave at 4pm while staying agile for clients. 

  • Professionalism and respect 

Professionalism and respect are fundamental values that should never be compromised. And it’s particularly crucial during the pitch stage, where agencies put in countless hours to craft proposals at no cost. If we had a dollar for every time we’ve been ghosted, we could be lounging on a yacht in St. Tropez.

Businesses also need to recognise the importance of our role as expert PR consultants, and not agencies on the side. At Brazen MENA, we make it a priority to work with clients who share our values of mutual respect and professionalism enabling us to build strong and productive relationships that lead to great success together.