Hakim at Olympia Theater in Paris to support “This Is Egypt” campaign

Famous sha’bi singer Hakim’s newest tour lands him at the illustrious Olympia Theater, Paris. In the footsteps of the late…

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Famous sha’bi singer Hakim’s newest tour lands him at the illustrious Olympia Theater, Paris. In the footsteps of the late legend Umm Kulthoum, Hakim will be performing at the same theater in order to promote Egypt.

Over 50 years ago, in 1967, Umm Kulthoum led an orchestra with her strong and distinctive vocals in front of the masses of Paris at the Olympia Theater. The concert was in tribute to Egypt’s win over Israel, as she was a large supporter of the government, with a large love for her country.

According to the legend herself (quoted from Umm Kulthum: Artistic Agency and the Shaping of an Arab Legend), the singer described her concerts in Paris to be a battle of propaganda.

“[to counter] destructive propaganda describing the Arabs as the instigator of the war and the aggressors.”

Now, in her footsteps, Hakim goes to the Olympia Theater as the 2nd ever Egyptian singer to sing in its hall.

Just as with Umm Kulthoum, Hakim’s concert will be focused on countering the hurtful stereotypes about Arabs, which has heavily affected the country’s touristic sector.

The concert is said to promote the country, its beautiful wonders, and help encourage a rise in foreign tourism.

The video not only talks about Umm Kulthoum, and the need for Egyptians to encourage the loving and safe atmosphere of Egypt, it also praises others who have put effort into helping the country.

Hakim singing at “Olympia” is not just an important events on the Egyptian and Arab arts scene, but also a chance to show just one of the many parts of Egypt’s rich culture that could help in driving tourists back to Egypt.

One of the most profoundly prestigious and popular theatres in Europe, and in fact around the world, over the years the theatre has established itself as a venue that only hosts the best, with legends Edith Piaf, Charles Aznavour, Dalida and Jack Braille, all gracing their stage.

Hakim’s concert at the Olympia Theater will be on September 23 and the mega stars tour will include 8 concerts covering Spain, Netherlands and France. The highlight of the tour will be the scheduled concert at the “Olympia”theater in Paris, where Hakim will become the third Egyptian to ever be invited to perform there, putting him in the hall of fame alongside icons Om Kalthum and Adel Halim Hafez.

The charitable tour will also see all proceeds and profits of Hakim’s concerts being contributed to three different Egyptian charities –TahyaMisr Fund, MagdiYacoub Foundation and the National Cancer Institute 500500, to help further support the overall development of the country.

Overview about the Tour:

  • Tour Duration: 15 September 2017 until 30 September 2017
  • Expected Attendees: the average attendance from 18,458 to 40,000 from all nationalities
  • Tour’s Locations: a number of European capitals including Toulouse, Marseille, Paris, Roubaix, Amsterdam, Barcelona and Montpellier.
  • The main objectives of the tour is the promotion of tourism, monuments and Egyptian art.
  • Zahi Hawas will be the tour’s official ambassador.
  • The concerts will be attended by a number of celebrities to show their support, including: Rajaa Al-Gedawy, Hussein Fahmi, Boshra, Hind Sabri, and Khaled Nabawi.
  • The tour’s media coverage will be done before, during and after the tour.
  • Local media outlets covering the pre-tour: Al Ahram, Al Akhbar, Youm Al 7, Al Masry Al Youm, Al Wafd, Ain, Cairo Scene, Fe Al Fan, Vito Gate, Identity, Scoop Empire, Cairo 360.
  • Local media outlets covering during the tour: Al Nahar, CBC, Dot Egypt, Al Bawaba and Al Tahrir.
  • International media outlets covering the event: ONTV, 2France, 3France, Le Monde, Liberation, 2RTL.


Soft Power Marketing; changing public opinion through music

Soft Power Marketing is the ability to change foreign public perception by fine tuning your messages, creating them according to how the target audience will understand and interpret the message.

Hard Power Marketing is understood as the classic “Hard Sell” technique. This would involve salesmen trying to convince people that their product is superior, or their country. It is now popularly known as unable to really capture the attention of younger generations.

With Soft Power Marketing, countries are able to influence how the country is seen by not pushing their agenda through traditional venues, but by slowly easing the message through consistent soft marketing.

Here is a question; why is America seen by many as a powerhouse?

Due to their movies, which always put America in a loving spotlight, and their music where many artists call America the “land of the free” or the “we the best.”

Through consistent love and adoration from its movies and artists, the USA has been able to use Soft Marketing to brand itself, and almost permanently so.

Also check out ► Puerto Rico tourism increases by 45% due to music video

Through Arab artists that are world renowned, Egypt can also use SP Marketing to improve our standing as a great vacation country. It is also up to many of us to use SP techniques by trying to reduce negative posting, and increase visibility on the portions of the country we love.

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Careem acquires RoundMenu, gunning for UberEATS?

Ramadan is coming up, and all we are going to be thinking about is food, food, and food! In what…

Ramadan is coming up, and all we are going to be thinking about is food, food, and food!

In what could be in preparation for that, ridesharing app Careem has now acquired RoundMenu, an online restaurant ordering, delivery and reserving platform based in the MENA region.

In a statement, Careem stated that the acquisition “is part of a wider investment into the food delivery category.”

RoundMenu currently has a presence in 18 cities across the Middle East, including Cairo and Alexandria, and maintains a partnership with the world’s largest travel site, TripAdvisor.

The acquisition was settled for an undisclosed amount.


Could Careem be gearing up for another battlefront with rideshare competitor Uber?

In the hot summers of the Arab region, many of us would prefer to order in.

This is the reason why there is an abundance of shops and restaurants willing to deliver, our growing need to stay in during the melting heat has driven demand to higher levels.

Uber has already jumped on the bandwagon by expanding their UberEATS system into the region.

Last month, Uber announced it will be releasing UberEATS to Egypt soon. The platform allows users to sign in on the app or website, scroll through partnered restaurant menus and order food from Uber.

UberEATS is currently available across more than 200 cities around the world including Dubai and Abu Dhabi. According to the company, UberEATS has been pretty successful in the UAE with orders growing by 169% in the second half of 2017.

Careem’s acquisition of RoundMenu may be a response to the news, seeing as the acquisition happened less than a month after Uber’s announcement.

Could Careem really be preparing to add food delivery to their repertoire in Cairo?

They may even be aiming to cater, through bus sharing app SWVL, from which they acquired a minority share back in July 2017. Who knows? At the very least, we know is that Careem is definitely going to try and enter the same market as Uber and Otlob, Egypt’s reigning online food delivery platform.

Careem has stated that they will be testing delivery capabilities (on small scale) later this month.

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Google launches native ad-blocker to improve Ad standards

After almost a year of preparation, Google has finally released their new native Ad-blocker for Chrome, hopefully pushing advertisers to…

After almost a year of preparation, Google has finally released their new native Ad-blocker for Chrome, hopefully pushing advertisers to improve their ad standards and quality. Google chrome will now automatically filter and disable certain ads and websites that do not adhere to their new set of rules.

Users will not have to fear bad experiences again as websites with pop up ads (with no exit/close button in sight), full volume music when opening webpages, and etc.

The ad-blocker has been in the works for almost a year now, with sources speaking to The Wall Street Journal back in April 2017. The ad-blocker will be turned on by default for all Chrome users.

This is another step for Google, who aims to ensure a better online experience for their users, and to shift the ad industry from intrusive advertising to more subtle and relevant ads.

Google and fellow internet giant Facebook are members of the Coalition for Better Ads, an international industry group that has researched the different forms of web advertising that has annoyed internet users the most.

The group has complied a list of undesirable ads, listing 12 forms of online advertising that advertisers should avoid to provide consumers with the best online experience. Unsurprisingly, the biggest offenders are in mobile.


via Coalition for Better Ads


The ad-blocking system has been rolling out for a while now, and has already caught some offenders. According to Google’s Engineering Manager Chris Bentzel, “As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing. This is the outcome we are were hoping for — that sites would take steps to fix intrusive ads experiences themselves and benefit all web users.”

For users, when navigating through websites, the ad-blocker will first check on the website you are about to visit, checking if it is a part of a website that had been flagged as not following the Better Ads Standards. If it is, ads will be automatically blocked.

When this happens, this is how it will look like for users.



If you’re a website developer or website owner, you can visit Google’s Ad Experience Report to find out if you need to make some changes.

Otherwise, you may receive a 30-day warning from Google about your violations. Ads will not be stopped by default until 30 days after the warning has been issued, and there have been no changes.


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#BloggerGate; how one hotel got over 4M Euros in publicity

You may or may not have heard, but BloggerGate has been washing over international media the last few days, just…

You may or may not have heard, but BloggerGate has been washing over international media the last few days, just like how Cadbury’s Aliens have taken over our newsfeeds.

Caused by a simple request for free accommodation by a young influencer and the snarkiest reply from a hotel, Bloggergate has now amassed over 4.2 million Euros in free publicity.

But, what is Bloggergate?


From the top

On Jan 16, White Moose Café and Hotel posted a Facebook post that showed a redacted email from a young influencer who was interested in the hotel. She emailed asking if the hotel would be interested in a collaboration, as most influencers do, but she wasn’t expecting this reply.


Dear Social Influencer (I know your name but apparently it’s not important to use names),Thank you for your email…

Posted by The White Moose Café on Tuesday, January 16, 2018

The hotel’s reply has been called magnificent, many stating that influencers shouldn’t ask for freebies.

The influencer’s, UK based Elle Darby, email can be seen in the photo, where she discusses her (back then) 87k YouTube followers and 76k Instagram followers. She continues with


“My partner and I are planning to come to Dublin for an early Valentine’s Day weekend from Feb 8th to 12th to explore the area.

As I was searching for places to stay, I came across your stunning hotel and would love to feature you in my YouTube videos/dedicated Instagram stories/posts to bring traffic to your hotel and recommend others to book up in return for free accommodation.”


Apparently, Darby did not do her research.

White Moose Café has been famous for its sharp witted social media, often getting into battles with Vegans and even an entire country on social media.

Its Facebook currently has over 180k fans, and the White Moose Café wasn’t here to play.

Although the hotel tried to keep her identity secret, people figured it out and flooded her social media. Darby soon took to YouTube to try and explain her side.


Her reaction video got a lot of backlash, even from the blogging community as well. Backlash continued on the hotel, to which they replied by banning all influencers from the café and hotel.

**ALL BLOGGERS BANNED FROM OUR BUSINESS**Following the backlash received after asking an unidentified blogger to pay…

Posted by The White Moose Café on Wednesday, January 17, 2018


What’s happening now

Media outlets all over the world tried to get Paul Stenson, the owner and replier of the infamous email, to discuss things and media exposure has blown through the roof.

Stenson is definitely having fun with the attention.

Following recent events, we have added a new container to our countertop…

Posted by The White Moose Café on Saturday, January 20, 2018

I have been blocked from Twitter for Tweeting to Aldi UK a screenshot of an abusive message one of their employees sent…

Posted by The White Moose Café on Friday, January 19, 2018


Posted by The White Moose Café on Monday, January 22, 2018


The biggest thing happening now though is a PR company’s estimation of how much the free publicity that both have received would be in advertising spend.

According to ClearStory, an Ireland based PR company, BloggerGate has been written about in over 50 publications worldwide, which would have cost the influencer 4.3million Euros in equivalent advertising spend.

Well, Stenson couldn’t let the opportunity pass.

I’ll be posting out this invoice today…

Posted by The White Moose Café on Saturday, January 20, 2018


The photo shows an invoice towards the influencer, requesting payment of the 4.3 million, as well as taxes which makes it equal to 5 million Euros.

The press conference underhandedly also makes fun of President Trump, including Melania Trump.

Darby also couldn’t help herself as she released another reaction video on her channel.

So far, we’re waiting for Stenson’s next reply.


Researching before Requests

There is a lesson to be learned here for eager influencers.

Always research your target audience before trying to reach out.

Honestly, it’s a lesson all of us should know.

If Darby had done a little bit of research, she would have steered clear of Stenson’s wrath. Or maybe, just maybe, they’re in on it together?

The White Moose Café has created viral and great content gems over the years.


And even created a video, earlier in 2017, discussing how to use “Offended Snowflakes” on social media to your advantage.


If only Darby had seen it.

Either way, its been lucrative for Darby, whose YouTube channel has received over 8,400 followers since this all started. Her views have also accumulated over 2.7million views since then.

The White Moose Café has also received a lot of good will through the scandal, and will definitely get more with their brand-new t-shirts.

Paul Stenson isn’t completely bad either.

Should we follow this example?

It cannot be said that the whole situation has been bad for both parties, it’s the exact opposite.

The opportunities and free publicity from this very public, and very “savage” battle has shown that sometimes being rude or witty can get you places.

But, should others follow their example?

Could just anyone reply, as Stenson did, and receive such a boom?

Tell us your thoughts on the entire thing in the comments.

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Momentum Cairo newest Managing Director, Lina Fateen

FP7’s and Momentum’s MCN has been busy with a lot of changes in his companies the last few days for…

FP7’s and Momentum’s MCN has been busy with a lot of changes in his companies the last few days for a fresh yet challenging start for 2018, promoting two big names to new seats, and the first month of the year hasn’t even finished yet!

See here Sahar El Zoghby and Amr El Kalaawy

Another announcement has been made, this time for long time FP7/CAI member, Lina Fateen.

After working at FP7/CAI for over 16 years, starting as an Account Director, and personally working on the re-launching of Momentum in 2016, Fateen has now been announced to take over as Managing Director of Momentum.

Here is the official announcement by Momentum CEO Tarek Miknas.


Dear All,

Please join me in congratulating Lina Fateen on her promotion to Managing Director of Momentum/CAI, effective immediately.

Lina has more than 20 years of experience in the advertising industry in Egypt; 16 of which have been with FP7/CAI.

It’s impossible to think of Sahar and not think of Lina. They have been a support to one another for over a decade; building up FP7 and then taking on the ambitious challenge of  re-launching Momentum as a fully independent Total Brand Experience Agency in early 2016.

No closed offices or desks. Take a break and watch TV or video games at any time you want. And come to work in flip flops. True that it sounds like Lina in Sahel on any given weekend in the summer, but it’s also the culture that she has introduced at Momentum Cairo.

However, that comes with the precondition that we are producing Award winning work, we are driving our clients’ business forward, we are building a brand and reputation for ourselves in the market and setting an example for any future momentum to open across our network.

Lina is renowned for her multitasking and organization skills.  Her success in setting up agencies’ systems and procedures at FP7 made her a natural choice to setting up an agency from scratch. Her competitive inner drive and hunger for success, her team spirit, and absolute commitment has helped make Momentum a force to be reckoned with in Cairo

But the Momentum journey is still new and there is so much more to be done, so much more to be achieved, so many new practices to introduce and so many more brand to build. Momentum, under Lina’s leadership has the potential to overtake all the heritage player in the market, and it’s my belief that she will make it happen! (No Pressure)

Lina will report into Sahar El Zoghby, CEO, MCN Cairo.

Please join me in wishing her Totally (Awesome) Brand Experience with her team at Momentum Cairo.



Tarek Miknas

CEO, Momentum MENA


Congratulations Lina!

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