UAE leads in transformation communication, PROI report reveals

Medill Executive Education at Northwestern University has released its Medill 2026 CCO Monitor Survey Results, “The Medill CCO Monitor: Defining the Competencies of C-Suite Success.”

Conducted between September and November 2025, the survey features responses and insights from 125 senior communications executives from across industries.

Participants shared insights into the modern chief communications officer role, including the importance of being a business leader first, a comms leader second; developing leadership, judgement, and influence; and maintaining curiosity and learning.

Key survey findings include:

• Respondents ranked strategic business thinking and financial acumen (66 per cent), executive presence and ability to counsel C-suite leaders (66 per cent), and mastery of the communications craft (53 per cent) as the three most important skills for success as a CCO.
• Business and financial acumen (24 per cent) and executive presence(24 per cent) were also selected as the top skills CCOs needed to develop on the job most after becoming a senior communications leader, followed by cross-functional leadership; influencing without authority (19 per cent).
• Respondents ranked the same three qualities as the top skills that the senior leaders on their current team need for the CCO role: business and financial acumen (76 per cent), executive presence (64 per cent), and cross-functional leadership (56 per cent).
• In response to the most important professional development experiences for future CCOs, 91 per cent of participants selected working across comms disciplines as the most critical, followed by managing teams (68 per cent) and crisis management (55 per cent).
• AI and automation (66 per cent), growth of misinformation (38 per cent), and political and social polarisation (30 per cent) topped the list of external forces CCOs expect to shape their role over the next three to five years.

 Reta Lee (pictured right), formerly Editor‑in‑Chief of Yahoo Life Southeast Asia, has been appointed PR Account Director at MM Communications. In her new role, she will partner with the agency’s teams across Singapore, Jakarta, and Hong Kong, collaborating with Dubai to align regional storytelling and brand strategy. Reta will also lead integrated content and communications initiatives, connecting clients with audiences through insight-driven narratives.

Before MM Communications, she led Yahoo Life Southeast Asia’s editorial direction, managing multi-market teams producing lifestyle, entertainment, culture, and e-commerce content. She has also managed Her World Singapore and contributed to several of Singapore’s top lifestyle publications.

“I'm thrilled to bring the craft of high-impact content to the fore, helping clients not just communicate, but resonate. Great content doesn't just fill space - it earns trust, builds authority, and moves people to act,” said Reta. “Working alongside Marina and the team to craft communications that resonate across audiences is an exciting next chapter in my career.”

Marina Mathews (pictured left), Founder and Managing Director of MM Communications, added, “Reta’s editorial instinct, clarity of thought, and digital fluency bring an elevated dimension to our creative and strategic work. Having spent many years working across Asia and the Middle East, I’ve seen first-hand how the relationship between brand and media continues to evolve. Reta’s ability to translate insights into authentic, resonant narratives will be invaluable as we continue to guide clients through that evolution. Her proven editorial leadership and nuanced understanding of audience engagement will further strengthen how we build, protect, and amplify our clients’ reputations across diverse markets.” 

talabat has welcomed Ahmed Mahsoub as Regional Communications Manager, based in Dubai. In his new role, he will support regional external and corporate communications across talabat’s operating markets, including the UAE, Egypt, Qatar, Bahrain, Oman, Kuwait, Jordan, and Iraq.

Ahmed joins from Weber Shandwick MENAT in Dubai, where he most recently served as Senior Manager for Client Experience. Prior to relocating to the UAE, he was based in Cairo, Egypt, where he held several communications and public relations roles with organisations including Cemex Egypt, NI Capital, and POD Egypt.

Commenting on his appointment, Chama Moumile, Regional Director of Communications at talabat, said, "We are pleased to welcome Ahmed to talabat’s regional communications team. As we continue to grow across the MENA region, strong and thoughtful storytelling is more important than ever. Ahmed brings valuable regional experience and a deep understanding of the media landscape, which will help further strengthen talabat’s voice and engagement across our markets."

Ahmed said, "I’m excited to join talabat at a time when the brand continues to grow and deepen its connection with customers and communities across the region. I look forward to further strengthening the company’s storytelling, building meaningful media partnerships, and highlighting the innovation and impact that define talabat across our markets".