Communicate speaks to Pauline Rady, Managing Director, Client Lead at GroupM as part of our Women to Watch series
What inspired you to pursue a career in marketing/advertising/communications/PR?
I have always been deeply fascinated by the world of media, and over the past decade, I have been captivated by its rapid evolution. The constant ambition to keep brands relevant and on the edge of technology has been a transformative experience for me, and it’s what truly sets our industry apart from others. And, let’s be honest, in the ever-evolving, intrinsically innovative world of media, there’s never a dull moment.
Can you tell us exactly what it is that you do in your current role?
I often liken my role to that of a conductor or chef, orchestrating a team to create something creative, unique, and ultimately effective. I craft a vision for my clients and lead exceptionally talented individuals, each bringing unique strengths to the table. Together, we collaborate harmoniously to deliver excellence at every stage of the campaign journey. I consider my role a real joy and privilege – there’s nothing quite like seeing the final, beautifully executed (or tasty!) product come to life.
Do you perceive advertising/marketing to be an art or a science, and why?
To articulate the answer, we must first look at why brands employ advertising and media in their growth journeys. It begins with selling a dream through storytelling. That dream turns into desire, grows into a need, and then becomes a reality after purchase. Brands must perpetuate this cycle: learning what consumers want (science), creating products or services that address this (art and science), showing consumers what could be theirs in creative and intelligent ways (art and science), making sales, and understanding what has or hasn’t been successful (science). At every step of the cycle, art and science are intertwined. Relying solely on one would limit the growth opportunities for clients.
Do you believe that women in advertising/marketing bring something exclusive to the table compared to men? Does gender, in your opinion, even play a role in driving innovation in this field?
What I’ve learned is that everyone can draw on what might be stereotypically defined as ‘female qualities’ or ‘male qualities.’ However, I firmly believe that success in advertising and marketing is ultimately determined by individual talent, unique skills, mindset, and experiences, regardless of gender. Each person’s distinct qualities and how they apply them play a significant role in their ability to excel in this field and beyond.
How do you suggest professionals in this field balance creativity with effectiveness?
In today’s competitive landscape, innovation is imperative for brands to set themselves apart amidst the overwhelming clutter. As media experts, it is crucial for us to continually seek new avenues to foster creativity while simultaneously implementing the right metrics to drive impact. Every initiative should be rooted in data and measurable outcomes, allowing us to experiment, learn, and adapt. This iterative process not only refines our strategies but also ensures brands maintain their leadership positions in an ever-evolving market.
Have you ever felt like you’ve been discriminated against for being a woman in your field of work?
In our industry, where men often hold the majority of leadership positions, opportunities for women to advance and thrive can be limited. I vividly remember a particular incident with a colleague; it remains etched in my memory. While I was sharing my opinion on talent, they interrupted me mid-sentence and ignored my input. He then turned to a male colleague for the same advice and listened intently. This experience was a turning point for me, highlighting the need to challenge such biases. Since then, I have been committed to empowering women in the workplace, demonstrating that we possess the strength, determination, and capability to make valuable contributions.
In recent years, we have witnessed an increase in women rising into executive-level positions, which is something I am particularly proud to see in our industry as a woman. I am heartened by the positive shift I see in companies, including here at GroupM, where women are genuinely valued and appreciated, fostering a culture of equality and recognition for all.
Where do you think the region stands in empowering more women to embrace advertising/marketing and communications as a career?
Over the past five years, significant progress has been made, particularly in the UAE and Saudi Arabia. This progress marks a major achievement for women in the region, inspiring them to pursue careers in media and advertising and encouraging them to express themselves freely without constraints. I am also encouraged by the increasing number of companies and organizations hosting women’s networking events to provide inspiration, support, and mentorship.
While there is still work to be done to improve gender equality in the region, each woman has the power to inspire and accelerate the pace of change within her community, be it her workplace or beyond. It is our collective responsibility to mentor, support, and offer flexibility to women balancing work and personal lives, ensuring they remain integral parts of our industry ecosystem.
Can you share a campaign or project you are particularly proud of and why it stands out to you?
One of the most rewarding projects I worked on was Bvlgari’s celebration of the 75th anniversary of its iconic Serpenti collection. This was more than just a campaign; it was a heartfelt celebration that resonated deeply with both the community and the brand’s heritage. We crafted a holistic campaign that integrated a captivating on-the-ground exhibition with outstanding media coverage and innovative, relevant content.
The campaign, “Uplifting Prestige Through a Local Reinterpretation of Serpenti,” was particularly fulfilling. Bvlgari collaborated with local artists to create masterpieces that beautifully blended cultural art with luxury, capturing the essence of the community. Through our efforts, we successfully connected with locals by sharing the story of the maison’s supplement d’ame, creating deep emotional ties. Bvlgari made a striking impact by executing a citywide OOH campaign that featured eye-catching 3D displays and marked the brand’s first-ever campaign on a Dubai landmark—the DIFC Gate.
This project sparked positive conversations and garnered recognition from prominent entities, including Dubai Tourism. We saw engagement levels soar by over 100%, but what mattered most was the lasting impression we left behind. Working on this project was a fulfilling experience that highlighted the power of storytelling and community engagement in luxury branding.
Can you discuss a time when you had to make a difficult decision in your career and what the outcome was?
After spending 16 years at the same company, I decided to seek out new opportunities. It’s natural to feel hesitant about change, often convincing ourselves that staying in a familiar environment is safer than the risk of adapting to a new culture. However, after making the leap, it became evident that I had made the right choice for both personal and professional growth. Changing jobs can be daunting and yet incredibly beneficial, offering personal growth, the chance to learn new skills, and the opportunity to expand one’s professional network.
Embracing new challenges can reignite your passion for your work and lead to unexpected avenues for success. My experience has shown me that while change can be intimidating, it can also lead to greater fulfillment and new possibilities. I’m grateful for the journey I’ve embarked on and excited for what lies ahead.
How do you handle creative blocks or moments of doubt in your work?
When I encounter a creative block, I tackle it head-on. I’ll say the issue out loud and really let it sink in, trying to map out the connections in my mind. I find myself repeating it again and again, almost like a mantra, until something clicks. Then, I shift gears and go for a walk. Being outside and moving helps clear my head. I also make it a point to connect with people who bring joy and laughter into my life. I don’t discuss my creative struggles with them; I simply enjoy their company, which is refreshing. After a good night’s sleep, I usually wake up with a new perspective.
Do you think that mentoring or supporting other women in this industry is crucial? Is it gender exclusive or not?
Yes, mentoring and supporting women in this industry is crucial, but I believe it shouldn’t be gender-exclusive. While many women seek my advice on balancing work and family life, it’s essential to support and guide anyone facing similar challenges, regardless of gender. The key is to create a network that inspires resilience and confidence, allowing people to pursue their professional and personal aspirations without feeling guilty or limited by societal expectations.
