years: 2025

3rd March, 2025, Dubai, UAE – Sherpa Communications, a leading B2B-focused business consultancy and PR agency operating across the Middle East region and Africa, has been recognised with an award as the “Best Public Relations and Business Consulting Agency in the MENA Region” at Estesmarat’s Eighth Award Ceremony. This year’s award ceremony, held at Atlantis The Palm in Dubai, was themed ‘Best Human Capital Investment Leaders Awards in the Middle East and North Africa 2024’ under the motto ‘UAE: A Bridge to the Future,’ celebrating excellence in leadership and industry impact.

His Excellency Sheikh Salim bin Sultan Al Qasimi, Chairman of the Department of Civil Aviation in Ras Al Khaimah, presented the award to Anastasiya Golovatenko, PR Director at Sherpa Communications, in the presence of Mohamed Shams El Din, Chairman and Founder of Estesmarat Magazine, along with prominent media figures and executives from across industries.

Sherpa Communications helps clients establish themselves as industry leaders through strategic PR and communications. With expertise in market entry strategies, brand awareness, solution and service launches, executive profiling, event participation, enhancing online presence, and public speaking support, the firm ensures its clients’ expertise is recognised and their brands drive meaningful engagement. Consultancy takes pride in its expertise in B2B communications, supporting a diverse range of industries, including Technology and Digital, Data Analytics and Cloud Management, Metaverse Blockchain, Fintech, Healthcare and Pharma, Construction and Real Estate, Smart Logistics and Warehousing, Information Security, Automotive and Smart Mobility, Esports, Education, among others.

On receiving the award, Anastasiya Golovatenko, PR Director at Sherpa Communications, said, “B2B-focused communications are often considered challenging, but we take pride in supporting global multinationals and regional SMEs with complex campaigns, leveraging our expertise and strong market presence. Brands today require PR support that goes beyond media relations, and we continuously push ourselves to be strategic consultants who add value. Our goal is to enable brands and their teams to focus on business growth while we ensure their communications are effectively managed across the region. We are truly honored to receive this recognition and extend our sincere gratitude to Estesmarat for celebrating excellence in the industry.”

Sherpa Communications continues to provide innovative, results-driven PR solutions, reinforcing its commitment to excellence in the ever-changing landscape of business communications.

Sherpa Communications is proud to support the announcement that Saudi Arabia’s leading digital enabler, stc, is introducing AI-powered agentic solutions to the KSA market through a partnership with Shaffra, a leading deep-tech AI company and a participant in the stc InspireU Advanced accelerator program. Announced at LEAP 2025, this collaboration will enable local enterprises to reduce operational costs, enhance efficiency, and streamline complex workflows across key industries in the Kingdom through AI-driven workforce automation.

Through this collaboration, AI Employees will be integrated into Saudi businesses, automating complex workflows, improving decision-making, and ensuring seamless interactions across internal systems and customer touchpoints. With this partnership, Saudi enterprises can expect a transformative shift in AI adoption—redefining workforce efficiency, scaling operations effortlessly, and positioning the Kingdom at the forefront of AI-driven business innovation.

Sherpa Communications is delighted to support the announcement of a strategic partnership between Omantel and Singapore-based Shaffra Technology Labs to develop groundbreaking solutions leveraging artificial intelligence (AI) and metaverse technologies. Hosted within Omantel cloud services, these solutions will be provided to government institutions and private sector companies in the Sultanate of Oman to enhance operational efficiency. The agreement was signed during the LEAP 2025 Conference in Riyadh, Saudi Arabia.

Omantel has previously signed multiple agreements to localize global technologies and enhance the ICT infrastructure in the Sultanate. In collaboration with major international technology giants, Omantel seeks to attract the latest technological and innovative advancements to foster Oman’s digital transformation. This strategic initiative aligns with Omantel’s vision to become an integrated provider of digital solutions, catering to the diverse needs of government institutions, private sector companies, and individual subscribers under one umbrella.

Omantel has succeeded, through the integration of its operations, processes, and extensive expertise in the field of communications and digital technology, in establishing its position as a leading telecommunications company within the Sultanate of Oman and beyond. The company’s innovative approaches have contributed to providing state-of-the-art solutions to different consumer and business sectors. The company aims to deliver an unparalleled, exceptional experience to its customers and strives to always exceed their expectations. To achieve the objectives of Oman Vision 2040, Omantel invests in emerging technologies and provides cutting-edge ICT solutions, such as cloud solutions, AI, Smart solutions, cybersecurity, and much more, in addition to harnessing its technological capabilities to enhance innovation and leadership in new and advanced technologies.

Sherpa Communications is happy to help share the news that Qashio, the UAE’s leading spend management platform, has joined forces with Myne, an innovative wealth management app, to redefine financial wellness for businesses and employees. 

This groundbreaking partnership bridges the gap between business financial tools and personal wealth management, empowering employees with enhanced financial visibility and planning tools. With Digital Dubai’s “Dubai Cashless Strategy” aiming for 90% of all transactions to be cashless by 2026, the urgency for digital solutions has never been greater. This initiative is expected to boost economic growth by over AED 8 billion annually through fintech innovation, positioning collaborations like Qashio and Myne at the forefront of this transformative movement. Together, they are setting a new standard for financial well-being across the corporate ecosystem.

Qashio employees and its clients will gain access to exclusive benefits, including preferential rates on Myne’s cutting-edge financial tools. This collaboration fosters financial empowerment, providing employees and businesses alike with tools to enhance financial decision-making and drive growth.

For Qashio employees, this partnership offers unparalleled access to Myne’s financial tools, which provide visibility into personal finances. Employees will gain control over their savings, spending, and investments, fostering a sense of financial security and empowerment.

For Qashio clients, preferential rates on Myne’s wealth management platform open up opportunities to incorporate Myne’s solutions into employee rewards programs, promoting financial well-being and boosting team morale.

Myne clients also benefit by gaining enhanced financial transparency, enabling better savings, spending, and planning decisions. This collaboration aligns with Qashio’s broader mission to revolutionize financial management for both businesses and individuals. 

To celebrate this partnership, Qashio is offering employees of its clients complimentary access to Myne for a limited time. Additionally, Myne users can enjoy preferential rates on Qashio’s corporate card and spend management solutions, seamlessly integrating personal and business financial tools.

Sherpa Communications is thrilled to support Yango Ride, the international ride-hailing service and part of the global tech company Yango Group, in announcing the launch of its corporate business-to-business (B2B) service, Yango Rides for Business, in Abu Dhabi. First introduced in Dubai in 2024, this service aims to streamline and enhance corporate transportation management for enterprises across both Emirates.

Yango Rides for Business provides companies with an efficient corporate solution to oversee all employee transportation requirements through a single, unified platform. With this service, businesses can streamline their ride-hailing expenses, removing the complex process of prepayments or staff reimbursements. Instead, all trips are charged to a corporate account monthly, making expenses both fully tax-deductible and easy to track.

One of the standout features of the service is its customizable options, allowing businesses to control ride access and set spending limits for employees or clients based on specific needs. Different teams or departments can customize transport solutions for daily commutes or specialized travel. A dedicated account management system provides real-time oversight, helping businesses track ride usage, identify spending patterns, and manage costs more effectively. This approach helps with budget control and reduces overall transportation expenses.

The service will help employee mobility through its Comfort tariff. It also includes round-the-clock support from a dedicated team, with each company receiving a personal manager to resolve issues quickly and provide customized assistance. 

As Yango Group continues to strategically expand its presence in Abu Dhabi, these corporate mobility solutions complement the company’s thriving city taxi service, launched in partnership with the Integrated Transport Centre (ITC)’s “Abu Dhabi Mobility.” These initiatives positively contribute to Abu Dhabi’s role as a leading center for modern, efficient transportation.

Sherpa Communications is happy to facilitate the announcement as Swisslog, a global leader in flexible automated solutions, confirms its participation in LogiMAT 2025, taking place from March 11 to 13 at the Stuttgart Trade Fair Centre in Germany. Marking its 125th anniversary, Swisslog will highlight its expertise in automation and its commitment to enhancing efficiency and performance across industries.

At LogiMAT 2025, Swisslog will showcase cutting-edge logistics solutions designed to optimize operations in key sectors, including food & beverage, grocery, apparel, and general merchandise. Visitors to Stand 1B41 in Hall 1 will explore next-generation technologies such as the AutoStore Multi-Temperature Solution™ for dry, refrigerated, and frozen goods, and the CycloneCarrier shuttle system for high-speed storage and retrieval. Demonstrations will include AutoStore, advanced autonomous mobile robots (AMRs) like the 1.5t Pallet Transport AMR, and Swisslog’s SynQ software and SAP EWM integration for seamless connectivity.

Swisslog will also host presentations on software integration and modernization in the food and beverage sector, with experts sharing insights on the future of automation. As part of LogiMAT-Gipfeltreffen 2025, Swisslog’s CEO, Jens Schmale, will participate in discussions, along with a dedicated session on “Revolutionizing Food Logistics” featuring La Réserve des Saveurs.

To celebrate 125 years in the industry, Swisslog will host an in-booth event on March 12 at 5 p.m. CET. Additionally, attendees can visit Swisslog’s parent company, KUKA, in Hall 8, Stand 8A51, to explore innovations in mobile robotics.

Sherpa Communications helped distribute the news as Snowflake, the AI Data Cloud company, today announced the appointment of Ali Al-Ismail as Country Manager for Saudi Arabia, further highlighting the company’s commitment to growing the local business, being closer to local customers to maximise their data investment and business value with Snowflake’s platform, and aligning to the Kingdom’s Vision 2030 to support industries with their digital economic growth. The appointment of Ali follows the company’s recent establishment of its regional headquarters in Riyadh, as well as the local deployment on Google Cloud Dammam (Saudi Arabia) to help customers meet data sovereignty and residency requirements within the Kingdom.

In his new role at Snowflake, Ali will be responsible for the growth of the company’s operations in Saudi Arabia, including developing relationships with customers and prospects — such as government entities and local businesses — expanding the local partner ecosystem, and growing the local Snowflake team. Ali will drive the adoption of Snowflake’s AI Data Cloud across various industries, including public sector, financial services, oil and gas, manufacturing, and retail.

Ali brings nearly 20 years of experience in sales leadership and business development having held senior roles at leading technology companies, including Oracle, Microsoft, Cisco, and Alcatel, with a focus on the oil and gas industries, utilities, and mid-market growth companies. Most recently, Ali served as senior sales leader for Oracle in Saudi Arabia, where he built high-performing SaaS sales and channel teams from the ground up and achieved double-digit growth for the company’s cloud solutions. Ali is a graduate with a computer engineering degree from the King Fahad University of Petroleum and Minerals (KFUPM).

Upskilling in High-Growth Markets

Doubling down on Snowflake’s commitment to Saudi, and to equip the global workforce with essential skills for the AI-driven future, Snowflake has launched its One Million Minds + One Platform program with the aim of certifying over 100,000 users globally on the Snowflake AI Data Cloud by 2027, and upskilling one million people on data and AI by 2029. The program offers free, live introductory training courses led by Snowflake-certified instructors, providing hands-on experience to empower participants to drive their organizations’ data transformation journeys. In a high-growth market like Saudi Arabia, where 67% of respondents in PwC’s Workplace Hopes and Fears survey believe upskilling will enhance their job performance in the next five years, this initiative aligns with the Kingdom’s vision to build a data-ready workforce and develop a data-driven economy.

Sherpa Communications is happy to facilitate the latest announcement from Pearson (FTSE: PSON.L), the world’s lifelong learning company, regarding the launch of its AI-powered Digital Language Tutor, specifically designed to help businesses improve English proficiency at scale and unlock employee potential. 

English is the global language of business, yet only 48% of employees learning it feel confident speaking at work—creating significant barriers to productivity, collaboration, and innovation. Pearson’s Digital Language Tutor addresses this gap by leveraging advanced AI and patented technology.

Available on the Mondly by Pearson app, the tutor offers highly realistic, personalised training underpinned by trusted learning science. AI-powered tutors provide coaching on a range of common workplace scenarios, such as discussing a project, persuading a client, facing a teamwork challenge, or justifying a business decision.  

This launch builds on a successful pilot program conducted with corporate clients across Asia, Europe, the Middle East and Latin America. Leading organisations in technology, business services and education tested the digital tutors across a six-week period. 

A key benefit identified during the pilot is that practicing with a digital tutor offers employees a safe space to build confidence without fear of making mistakes. The pilot also uncovered challenges employees face in improving English proficiency, including a lack of confidence practising in the workplace and difficulty finding time to learn alongside professional demands.

Empowering GCC Facility Management: New Insights on Digital Transformation, Efficiency, and Cost Savings

Sherpa Communications is pleased to help share the findings of a new whitepaper from PlanRadar, created in collaboration with the Middle East Facility Management Association (MEFMA). The report reveals that 68.97% of FM professionals report enhanced efficiency through centralized digital platforms, while 58.62% highlight cost savings from reducing errors and delays. This comprehensive whitepaper not only sheds light on the challenges FM professionals face but also provides actionable strategies to navigate them effectively.

A Rapidly Evolving Industry: The Role of Digital Platforms

The whitepaper highlights how the GCC’s FM sector is growing in complexity due to large-scale urban development and diverse facility types. 44.83% of professionals are adopting digital tools to streamline daily operations, and 62.07% are using Computer-Aided Facility Management (CAFM) software to optimize workflows. However, challenges like operational inefficiencies, workforce gaps, and sustainability pressures remain critical barriers.

Digital platforms are emerging as the cornerstone of modern facility management by enabling FM teams to digitize processes, enhance transparency, and improve decision-making. With tools for task management, predictive maintenance, and real-time reporting, professionals are not only overcoming these challenges but also setting new benchmarks for efficiency.

Improved Efficiency: Centralized Platforms in Action

Efficiency is a key driver for success in facility management. According to the whitepaper, 68.97% of FM professionals reported improved efficiency as one of the most significant benefits of adopting centralized digital platforms. These tools provide a unified interface for managing tasks, tracking maintenance schedules, and automating workflows.

For example, digital platforms eliminate the inefficiencies of manual scheduling and paper-based reporting, allowing teams to focus on strategic operations. By offering real-time insights and streamlined communication channels, these tools ensure seamless collaboration between stakeholders, from contractors to property owners.

Cost Savings: Reducing Errors and Delays

Cost control is a persistent challenge in facility management, with 58.62% of respondents reporting savings as a direct result of adopting digital tools. These platforms minimize errors by centralizing data, automating documentation, and providing predictive analytics.

Unexpected repairs and rework, often caused by miscommunication or outdated processes, are significantly reduced with predictive maintenance capabilities. FM professionals can use real-time data to identify potential issues early, preventing costly delays and extending the lifespan of critical assets.

Addressing Workforce Challenges

Workforce management is another critical issue, with 51.61% of professionals identifying skilled labour shortages as a major concern. The rapid pace of technological change requires continuous upskilling to ensure teams can effectively utilize digital tools.

The whitepaper emphasizes that intuitive platforms, combined with targeted training programs, can bridge this skills gap. By automating repetitive tasks and providing built-in training modules, digital platforms empower teams to work more efficiently and adapt to evolving demands.

The Rise of Sustainability in FM

While operational efficiency is paramount, sustainability is also becoming a key focus for the GCC’s FM industry. 56% of FM professionals reported that digital tools support sustainability initiatives, such as reducing energy consumption and improving resource management.

For example, IoT-enabled sensors integrated into digital platforms allow FM teams to monitor energy usage in real time, identify inefficiencies, and implement targeted improvements. These capabilities align with regional initiatives like Saudi Vision 2030 and the UAE’s Net Zero by 2050 strategy, emphasizing the importance of green practices in facility management.

Digital Transformation as a Competitive Advantage

The report also highlights that 44.83% of FM professionals are in the early stages of digital transformation, while 20.69% have fully implemented digital solutions. Those who have embraced these technologies report significant benefits, including:

• 68.97% improved efficiency.
• 58.62% cost savings.
• 48.28% enhanced predictive maintenance capabilities.

These findings underscore the growing importance of digital tools in achieving operational excellence and staying competitive in a rapidly changing market.

Empowering FM Professionals: A Call to Action

The whitepaper offers a roadmap for FM professionals to harness the power of digital platforms effectively:

1. Start with Core Tools: Implement task management and reporting solutions to address immediate operational needs.
2. Scale to Advanced Technologies: Gradually adopt IoT, AI, and predictive analytics to maximize efficiency and cost savings.
3. Upskill Teams: Invest in continuous training to ensure staff can leverage the full potential of digital tools.
4. Focus on Collaboration: Use centralized platforms to enhance communication and align all stakeholders on project goals.

Study reveals enterprises with CDPs achieve faster AI deployment with superior data quality, while non-CDP users struggle with data wrangling and compliance

This year, Sherpa Communications is pleased to help Tealium announce the findings of its sixth annual report, The Future of Customer Data: AI, CDPs, and Real-Time Data, revealing insights into how organizations are leveraging customer data platforms (CDPs) to drive business success in an AI era. The study surveyed 1,200 global professionals across industries, examining both CDP and non-CDP users at various stages of maturity.

Below are key insights and findings from the report.

The Intersection of AI and Customer Data Management

The study reveals a transformative shift in how organizations are leveraging AI and ML through their CDP investments.

• 81% of CDP users reported high satisfaction with their platform’s ability to support AI and ML projects, marking CDPs as critical enablers of AI innovation.
• More than 54% of users identify real-time insights and predictive analytics as a primary benefit of combining AI with their CDP.
• Respondents state they are able to better scale their business with AI, with confidence going from 35% to 46% when using a CDP. Additionally, 84% say a CDP makes AI tasks and projects easier.

The research highlights a growing divide between CDP and non-CDP users in AI capabilities. Non-CDP users face increased challenges in supporting AI and ML projects, particularly in areas of data accuracy and privacy compliance, with significantly more time spent on data wrangling. CDP users also report faster time-to-value for their AI initiatives.

The study also reveals that organizations combining CDPs with AI initiatives are better positioned to achieve results in:

• Customer lifetime value prediction
• Churn prevention
• Next-best-action recommendations
• Real-time CX optimization
• Automated audience segmentation and targeting

Real-Time Data Management Emerges as Critical Success Factor

The report found that real-time data management has become indispensable, with 90% of respondents identifying it as crucial for overall business success. Organizations using CDPs report significantly higher satisfaction rates and success metrics compared to non-users, particularly in their ability to meet customers at critical moments in their buying journeys.

For instance, Rohrman Auto Group, one of the largest automotive groups in the Midwest region of the United States, has been innovating with real-time data strategies, achieving a greater ROI when leveraging Tealium’s CDP.

Data Privacy and Compliance Confidence

As global data privacy regulations continue to evolve, the report highlights a significant advantage for CDP users in managing compliance requirements.

• 91% of CDP users express confidence in handling changes to data privacy regulations, compared to 76% of non-CDP users.
• 68% of respondents increased investment in first-party data strategies as a result of shifting privacy regulations.
• 36% of respondents say that privacy and regulatory compliance is within their ‘top three use cases’ for a CDP, next to customer acquisition (37%) and customer retention (43%).

Overall, CDP users experience benefits around enhanced data security and compliance with global regulations like GDPR, CCPA, and HIPAA. Download the full report for additional insights and findings: The Future of Customer Data: AI, CDPs, and Real-Time Data.