Event Wrap-up: Telum Talks To AGBI

<span id="hs_cos_wrapper_name" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text" >Event Wrap-up: Telum Talks To AGBI</span>

Events

Event Wrap-up: Telum Talks To AGBI

by Telum Media

2 October 2025 6:35 AM

1 min read

On Wednesday, 1^st October 2025, Telum Media hosted its first Telum Talks event in Dubai, a discussion with James Drummond, Frank Kane and Megha Merani from Arabian Gulf Business Insight (AGBI). Held at Dubai Knowledge Park, the session was moderated by Telum’s Regional Media Manager for the Middle East, Joanna Ezzat

A full house of communications and corporate affairs professionals heard directly from the three newsroom leaders on how Arabian Gulf Business Insight approaches its editorial strategy, the stories that resonate with its readers, and the evolving business and finance landscape across the Gulf.

The moderated discussion covered editorial priorities, with the panellists speaking candidly about what makes a pitch stand out, the themes shaping markets across the region, and why credibility still wins in one of the world’s most competitive markets.

Attendees also had the opportunity to network and connect with peers across the industry, and the chance to interact directly with the panellists to ask practical questions about working with AGBI’s newsroom.

Stay tuned for more Telum Media events by subscribing to our News Alerts for the latest updates.

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The Marketing Room has appointed Naeema Ismail as Chief Executive Officer to lead its Singapore business.

She brings more than three decades of experience in communications, marketing, and brand strategy across Asia. Prior to this, Naeema led FINN Partners’ Singapore office, where she strengthened its PR and strategic communications practice.

Throughout her career, she has advised C-suite leaders and guided communications strategies for brands including IBM, Amazon Web Services (AWS), Pfizer, Nike, Airbus, AIA, Autodesk, and the Singapore Tourism Board.

Sharing her excitement about joining The Marketing Room, Naeema said, “I’m thrilled to lead The Marketing Room’s expansion in Singapore. The model provides a refreshing, flexible approach to marketing—giving businesses access to exceptional talent and offering experienced marketers meaningful, part-time roles that fit their lives. It’s an opportunity to create genuine impact for both business and people.”

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2025 Edelman Trust Barometer Special Report: Brand Trust - From We to Me, UAE Edition

Edelman has revealed the UAE edition of its 2025 Trust Barometer Special Report: Brand Trust - From We to Me. The report found that while trust in brands remains exceptionally high, consumers in the Emirates are raising the bar on what they expect from the companies they buy from.

Key findings:

In the UAE, brand trust is among the highest globally, with 87 per cent of consumers trusting the brands they use. Trust now ranks alongside value for money and quality as a top driver of purchase consideration.
More than half (53 per cent) of respondents said that if a brand stays silent on societal issues, they will assume it is either doing nothing or hiding something.
72 per cent believed brands that authentically reflect today’s culture are more effective in building trust than brands that ignore culture.

AI shapes trust in brands
The UAE is entering what Edelman calls a “Golden Era of Earned”, where trust and discovery are coming together through AI. As the UAE increases its national AI integration across sectors, authenticity and earned credibility have become critical to visibility and influence.

The research found that 70 per cent of consumers in the UAE use generative AI platforms. 95 per cent are already using it for shopping in some way, like researching brands, comparing products, or summarising reviews. An implication of this is how earned trust is fueling AI discovery, where the credibility of AI search has become as important as advertising.

“AI is rewriting the rules of influence,” said Deepanshi Tandon, Head of Brand, Edelman UAE. “In the UAE, where AI is embedded in the country’s vision for the future, brand trust will increasingly be decided not by what companies pay to say, but by what AI learns from what people say about them.”

What consumers want
The UAE's findings revealed that consumers increasingly value personal relevance for brand purpose, and not just societal impact.

Consumers in the UAE said it is very or extremely important for brands to make them feel good (73 per cent), give them optimism (70 per cent), help them do good (70 per cent), teach and educate them (67 per cent), and provide them with a sense of community (64 per cent).

“Brands in the UAE are in a strong position, but with that trust comes a clear expectation,” said Deepanshi. “People want brands that understand their needs, reflect their values, and show up authentically - not just through paid messaging, but across the full spectrum of communications: earned, owned, and experiential. Trust today is shaped by consistency and genuine connection.”

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Held at The Executive Centre, the session explored the ethics around responsible AI use in publishing and how newsrooms and organisations are responding with policy, governance, and accountability.

The panellists explored the ways that humans can remain integral in the AI machine loop; the opportunities, costs, and risks of AI integration in newsrooms and news reporting; and the value and cost of credibility, quality news, and human authenticity in the age of speed, productivity, and technological efficiency.

Darren, Sachin, and Tom also discussed their experiences and organisations’ stances on AI use in news. With input from the floor, they dove deep on talking points including the layers of protection in AI use and audience comfort levels on AI news, concluding on the note about the critical importance of AI governance, steering committees, and ongoing dialogue.

Stay tuned for more Telum Media events by subscribing to our News Alerts for the latest updates.

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