Why Culture Matters

Culture is the glue that binds an organization and this is why culture matters. Learn the critical elements to developing great company culture with Camilla d’Abo


AED0 for all industry professionals including members & non-members

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Your agency’s culture can impact most areas of your business including talent acquisition and retention, overall job satisfaction and client relations. It can motivate employees’ beliefs, behaviors, relationships, and ways they work. When you put a focus on culture, you’ll have guiding principles. People will know you for this and employees will live by it.  Culture is the glue that binds an organization and this is why culture matters. Learn the critical elements to developing great company culture with Camilla d’Abo, an industry veteran who is well-known for setting up independent agency DABO & CO with her sister Lucy d’Abo in 2004 before it was bought by Edelman in 2015 in in a deal that made the combined firm the largest in the UAE.

Workshop Details

This session has been designed for small and medium independent agencies but will apply to anyone who is interested in learning what it takes to develop great company culture.


Lucy d’Abo, Having  lived in the Middle East  for over 40 years, Lucy’s senior management advisory on culture transformation and  people development strategies, as well  as consultancy on internal communications and  brand purpose is uniquely placed in the region.  Lucy is proud to deliver first-hand the infinite power of a positive culture on both  business performance and  employee engagement to make  great culture the  norm  not the exception within  workplaces around the world. She has  been providing professional consulting services to clients and  businesses across the Middle East, Africa and  Europe since  1998. In 2021, Lucy launched together, a dedicated workplace culture consultancy focusing on 3 areas, People, Purpose and  Culture.

A multi-award-winning CEO and  entrepreneur who  knows what it means to build, manage and perform in the business world with culture at the core. Her first business, DABO & CO, which  she  co-founded with  her sister, Camilla  d’Abo, was the leading independent communications agency in the Middle East (subsequently acquired by the world’s largest PR agency, Edelman) demonstrating that culture is a business superpower.

Lucy has  been recognized in the  top 50 of Inspiring  Female Leaders 2022 by Arabian Business, Entrepreneur of Year by the SME Stars of Business Awards 2015 and  named as one of the 50 Most Influential Brits in the Arabian Business index  in 2013 and  2014. Her company, DABO & CO, was also listed in the Top 10 ‘Great Places to Work’ Index 2 years consecutively, ranked in the Dubai  SME 100 and received over 30 industry awards for the quality and  creativity of the work. She is also  committed to supporting women in business is a Board  Member of Global Women in PR MENA and  is an Executive Coach. Lucy is an experienced public  speaker on topics including Brand  Culture, Purpose, Entrepreneurship and Female Empowerment and  has  featured in several podcasts including Business is Personal with Dr. Corrie Block and  The Drive to Succeed. Lucy lives with her husband Chris, her three children (Jack, Poppy and  Florence) and  their two  dogs Leo the Labrador and  Poppy the Cocker Spaniel (yes the dog and  daughter share the same name!!!)


This session is hosted via Zoom

Date & Timings

Wednesday 14th September, 12.30pm – 2.00pm GST

To register

Please include your details below or email community@mepra.org

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Bookings are closed for this event.