Judy Bakieh is the Senior Integrated Communications Manager at Gambit Communications, heading up the Integrated Comms team at the leading independent agency.

The Canadian-Syrian marcomms professional is responsible for managing and activating Gambit Communications’ social influencer and experiential campaigns across the region, from identifying the right profiles to fit clients’ needs to activating them and generating ROI, working across major brands like Porsche, Amazon, BMW, Mandarin Oriental, Aramex, McLaren, Deyaar, Acer, BBC and more.

Judy is a multiple-award winner and last year made history as the first ever Middle Eastern winner of the prestigious Cannes Young Lions, when she took home gold in the PR category, defeating the winners of 29 other countries. This followed another gold win in the regional competition, the PRCA MENA Young Lions. She has also picked up a slew of individual accolades, being named PRCA Rising Star of the Year 2023, Campaign Middle East Account Person of the Year 2022, and PRCA Highly Commended Digital Professional of the Year 2022.

At Gambit Communications she has led the Integrated Comms team to prestigious gongs at the MEPRA Awards, PRCA Digital Awards and PRCA Regional Awards including ‘Best Integrated Campaign’, ‘Best Digital Communications’. ‘Best Use of Influencers’ and ‘Gamechanger of  the Year’ multiple times in the past two years.

Not one to back away from a challenge, Judy holds an impressive Bachelor’s Degree in Industrial Engineering from the American University of Beirut and is fluent in C++ and AutoCAD. She is a holistic health practitioner, with an ICF Certification in Life Coaching, and enjoys swimming, martial arts and yoga. 

Thoughts on the industry

My role is focused on Integrated Communications, a marcomms function that has been rapidly gaining prominence in the past few years as the most strategic way to merge traditional public relations with contemporary marketing tactics like influencer marketing, experiential events, and social media campaigns.

Integrated Comms challenges the silo mentality by dismantling barriers between departments, embracing a holistic approach to communications to guarantee that all channels utilized convey the same message and branded experience.

The power of Integrated Communications lies in its ability to leverage various platforms effectively. From the visual storytelling of YouTube to the ephemeral content of Snapchat, and the trend-setting culture of TikTok to the visually appealing landscape of Instagram, each platform offers unique opportunities to connect with audiences in meaningful ways. 

Top of Form

InfluenInfluencer marketing is an important pillar of IC, and we constantly see clients struggling on how to effectively use this form of communication. If I were to select three guidelines from the influencer playbook, they would be to engage with niche communications, have clear goals, and activate value driven campaigns.

By understanding the unique interests and preferences of specific audience segments, brands can tailor their campaigns to resonate more deeply with their target demographic.  This is translated to the platform they want to showcase their content, the influencer selected, the messaging and tone of voice. This targeted approach ensures that messages are not only heard but also embraced by the intended audience.

Furthermore, success of influencer marketing relies on activating campaigns that align closely with predefined objectives. Whether it’s driving brand awareness, increasing engagement, or fostering brand loyalty, every aspect of the campaign is meticulously designed to achieve these goals.

However, perhaps the most crucial aspect of integrated communication is the creation of authentic, solution-driven content. By providing value to viewers and addressing their needs or interests, brands can cut through the clutter of advertisements and establish genuine connections with their audience. This approach not only encourages engagement but also fosters long-term relationships built on trust and mutual understanding. In an era inundated with advertising noise, having a holistic approach to communications through all channels emerges as a beacon of authenticity and relevance, guiding brands towards meaningful interactions with their audience.