Agency aims to pave the way for more authentic content ahead of COP28.
Self-described 'purpose relations' PR & communications, social media, and content agency Keel Comms announced its launch in Dubai.
With sustainability at the core of its operations and based on the belief that purpose relations is the new public relations, Keel is designed to create shared value for governments, businesses, and communities alike.
The agency’s mission is to instill a genuine sustainability mindset in companies and individuals across public and private sectors, paving the way for more authentic content ahead of the 28th session of the Conference of the Parties (COP28), which will convene from November 30 to December 12, 2023 in Expo City Dubai, UAE.
Keel’s focus is to primarily serve government bodies, enterprises, SMEs, startups, public figures, and influencers whose work is rooted in purpose, striving to imprint corporate citizenship in its clients’ DNA. Whether at the inception, early or maturity phase, the company advises clients on how to incorporate environmental, social & governance (ESG) factors into their operations and branding, so that it can then help them communicate their efforts genuinely.
The agency also aims to create next-gen influencers imbued with thought-leadership and anchored to purpose, enabling them to become the voice rather than just the face of brands.
Founder & Managing Director Baha Hamadi, said in a statement, “We’re living in a country renowned as a global pioneer and the ‘home of firsts.’ The UAE was the first country in MENA to announce a national drive to reach net zero by 2050. In the spirit of this great nation that is built on purpose and a favorable reputation for creating impact, it is time we adopted a more authentic and holistic approach to social and environmental advocacy, from a corporate and personal branding perspectives. Achieving true sustainability means balancing economic, social, and environmental factors, taking action, and moving past aspirational talk and PR spin.”
Hamadi is a Board Member of the Public Relations & Communications Association (PRCA MENA) and a member of the World Economic Forum’s Community of ESG Practitioners. He also serves as a mentor for Dubai Chamber’s Centre for Responsible Business.
“Marketers and content creators should realize that doing good goes beyond merely communicating favorably or promoting existing efforts. It is about taking initiative beyond the bounds of the marketing department and influencing corporate strategy by embedding sustainability in operations, processes, or corporate culture. The aim is to lay the foundation for authentic communications, before even communicating,” he said, explaining that “Many influencers and brands are turning into faceless entities. As brand guardians, we should not forget the value of human interaction and our shared responsibility of supporting social and environmental causes. In today’s low-touch economy, humanizing corporate brands begins with nurturing the personal brands behind them.”
In light of the growing ESG movement globally, Keel seeks to empower brands and individuals to play an active role during the ‘Decade of Action’ and contribute to the achievement of the SDGs by 2030—no matter how small their contributions may be.
“In ESG, action should always prevail over aspirational talk. Although research shows that CSR is partially shaped by talk and communication, and that talking is considered an action in its own right, we must always live up to our aspirations. Prioritizing talk over action often leads to customer disengagement and skepticism from employees. What we need is talk backed by action, also known as ‘twalking.’ This shift represents a huge opportunity for companies and individuals to build brand equity and differentiate themselves in a cluttered marketplace, where consumers are increasingly growing cynical about ads, publicity stunts, and influencer marketing,” said Hamadi.
The ‘keel’ is the supportive structure along the base of a ship. Its purpose is to enhance the overall stability and balance of the framework, helping the ship seamlessly plow its way through the water. Keel’s leadership believes that brand purpose provides a sturdy foundation for stable, long-lasting, and meaningful relationships.