Across the UAE and Saudi Arabia, communication is entering its most strategic era yet. According to the PRCA MENA “Value in PR” Report (2024), 78% of brands across the region now prioritise agencies that act as strategic advisors, not executors, while data-led storytelling has emerged as the most valuable PR capability in MENA. The same report reveals that both the UAE and Saudi Arabia rank among the highest globally for client demand in strategic advisory and measurement, with “insight-driven communication” cited as a core business expectation.
This marks a decisive shift from visibility to vision.
Execution alone no longer sustains influence. The real competitive edge lies in foresight; in understanding context, predicting conversation, and guiding brands toward the narrative advantage.
At Cicero & Bernay, we believe strategy must not follow the story; it must lead it. Because when strategy drives storytelling, communication evolves from content into credibility, and from credibility into long-term influence.
The Meaning of an Advisory Mindset
The advisory mindset is what separates a supplier of content from a partner in transformation. It’s the ability to see beyond immediate outputs and guide clients toward long-term value, built on insight, foresight, and alignment.
In practice, this mindset means asking why before what, and impact before impression. It’s about understanding the social, political, and economic nuances that define the region (from Saudi Arabia’s diversification under Vision 2030 to the UAE’s innovation-driven development agenda) and using that understanding to shape communication that builds credibility, not just awareness.
At C&B, advisory thinking sits at the heart of every engagement. We don’t just craft narratives; we interpret landscapes. We analyse stakeholder sentiment, map influence ecosystems, and anticipate the stories yet to be told. This is how we move from reactive execution to proactive guidance, ensuring every message supports a strategic outcome.
In essence, an advisory mindset turns communicators into strategic counsellors.
It transforms conversations from “What should we post?” to “What should we stand for?”, bridging the gap between business strategy and brand storytelling.
“Advisory communication isn’t about louder voices; it’s about smarter conversations.”
Strategy Before Story
Every effective story begins long before words are written; it begins with a hypothesis. What do we want to change, prove, or protect?
Strategy defines that foundation. Storytelling gives it form.
When strategy leads, stories become connected, intentional, and measurable. Without it, they risk being reactive, fragmented, or forgettable. The same message that resonates in Dubai might require a completely different emotional register in Riyadh. The advisory communicator recognises this, crafting narratives that adapt to both market maturity and cultural context.
So, what does this look like in practice?
- Start with Insight: Ground every narrative in data and stakeholder understanding to ensure it reflects truth, not assumption.
- Define the Objective: Clarify what outcome the story must achieve, whether it’s a perception shift, policy influence, or behaviour change.
- Align the Ecosystem: Unify PR, digital, influencer, and creative teams under one strategic umbrella, not separate agendas.
- Shape the Narrative: Connect business goals with cultural context.
- Measure and Adapt: Treat every campaign as a living ecosystem, refining based on sentiment, data, and measurable impact.
“Great storytelling doesn’t start with a headline or a tagline. It starts with a hypothesis.”
At C&B, this principle defines our Integrated by Nature approach. By aligning every discipline under a single strategic direction, we ensure each story supports the same business objective, making influence intentional, not incidental.
From Execution to Influence
When strategy leads storytelling, communication stops being a service and becomes a strategic instrument of influence.
The advisory advantage lies not in control, but in clarity — in helping leaders and brands see the bigger picture, anticipate narratives before they unfold, and use communication as a force for alignment and credibility.
In a region where reputation now shapes investment, policy, and talent, the role of the communication advisor has never been more critical. And at C&B, our mission is simple: to transform every story into a strategic act:
One Empowered by Facts, Informed by Insight, and Written for Impact.
Discover how C&B’s advisory approach helps brands turn communication into influence — explore our Strategy & Advisory services.