Empowering Women Entrepreneurs: Publicis Groupe ME and DBWC’s Mission to Drive Growth
The entrepreneurial journey is often a deeply personal one, especially for women navigating the unique challenges of building and scaling their businesses. Recognising the pressing need for tailored support, Publicis Groupe Middle East partnered with the Dubai Business Women Council (DBWC) to create a series of transformative workshops.
With a focus on marketing and branding, these sessions empower women entrepreneurs by addressing critical gaps, equipping them with practical tools, and fostering a collaborative community. The initiative reflects a shared commitment to gender equality, sustainable growth, and the creation of authentic, impactful connections in the business world.
LBB’s Olivia Atkins spoke to Publicis Groupe Middle East’s corporate communications manager Chhaon Bahl and director Angela Bak to find out how the delivery of tailored workshops is improving opportunities for women in the region.
LBB> What inspired Publicis Groupe Middle East and the Dubai Business Women Council to collaborate on this initiative, and why is it significant for female-founded MSMEs in the region?
Angela> Driving growth and transformation for businesses is embedded into our DNA at Publicis Groupe ME, and for MSME owners, growth is both a challenge and a key objective. Partnering with DBWC was a natural step to extend our expertise where it can have the most tangible impact.
However, this collaboration is about more than just business – it’s about building meaningful connections. For over two decades, DBWC has fostered a dynamic platform for women to develop their skills, share experiences, and connect within a supportive community. At Publicis Groupe ME, we understand the power of authentic connections in driving sustainable growth. This partnership is a reflection of our shared values and a commitment to empowering women entrepreneurs to thrive – both as business leaders and as contributors to the economy.
LBB> How were the key challenges faced by women entrepreneurs identified during the initial stages of planning the workshops, and how did these insights shape the curriculum?
Chhaon> We began by conducting a detailed survey, crafted with the support of Publicis Academy, to gain precise insights into the challenges MSMEs face in marketing and branding. The findings highlighted recurring gaps, just as an example, like engaging with the right audience or translating a founder’s vision into a brand narrative that truly resonates.
These insights became the foundation of the workshop curriculum. Each session was designed to address these specific challenges in a practical, hands-on way. For example, the first session focused on the power of founder-led brands, exploring how a founder’s personal story and values can become the backbone of a strong brand identity. Future sessions will dive deeper into marketing and communications strategies, staying grounded in real-world application.
LBB> In your view, what are the most pressing barriers to achieving gender equality in the advertising and business landscape in Dubai, and how does this initiative address them?
Angela> In my opinion, achieving gender equality requires a commitment to meritocracy – ensuring opportunities and recognition are based on ability and potential, not gender, ethnicity, race, or background. Yet, one of the less-discussed barriers is the way women sometimes limit their own progression, allowing imposter syndrome to hinder their success and underestimating their worth. In short, we sometimes need to step out of our own way and refuse to define ourselves by stereotypes.
Through this partnership, we aim to address these barriers by equipping MSME’s with the tools, insights, and confidence to enable their journey to success. Our goal is to inspire growth – not just for their businesses, but for their aspirations as (female) leaders.
LBB> What unique approaches or tools do these workshops use to ensure they deliver practical, actionable value to participants, especially compared to traditional training programs?
Chhaon> The workshops are designed to meet participants where they are, offering guidance that feels relatable and usable. One approach we leaned into was breaking down complex topics, like audience engagement or personal branding, into digestible, step-by-step strategies. Instead of overwhelming participants with broad theories, we focused on practical frameworks they could test and adapt to their specific needs.
Another key differentiator is the community we’re building through these sessions. It’s more than just training, it’s a space for these women to share their challenges, exchange knowledge, and genuinely connect. Seeing them open up about their journeys and grow together was incredibly rewarding. I think that’s what sets this initiative apart, it’s practical, it’s collaborative, and it’s rooted in reality, not just theory.
LBB> Why is it particularly important to equip female entrepreneurs with marketing and communications expertise, and how do these skills contribute to their businesses’ growth and long-term success?
Angela> Marketing and communications are foundational skills for any business, regardless of size and gender. In today’s crowded digital landscape, where attention is increasingly difficult to capture, the key to standing out lies in building authentic, meaningful connections with your audience.
Consumers are more discerning than ever, with purchasing and loyalty decisions often driven by a brand’s ability to resonate on a deeper, more purposeful level.
Through this initiative, our goal is to empower female entrepreneurs with the tools to leverage local insights and curate strategies that connect with their audiences in relevant and impactful ways for both immediate and sustainable growth.
LBB> Looking ahead, how do you envision the impact of these workshops in empowering women entrepreneurs, and are there plans to expand or build upon this initiative in the future?
Chhaon> These workshops were built on the understanding that every business, especially for women entrepreneurs, is deeply personal. It’s more than just a job, it’s a reflection of their passion, vision, and hard work. Knowing that, we aimed to offer sessions that weren’t just theoretical but directly applicable to their business challenges, helping them take meaningful steps toward their goals.
The first workshop was just the beginning. It’s already opened up new conversations about what these businesses need next – whether that’s diving deeper into scaling strategies, tackling operational challenges, or mastering digital tools. Each session is a chance to learn and refine, and the insights from this cohort will shape the next phase of this initiative. This isn’t just a one-off effort. We’re already thinking about what’s next – new topics, more in-depth sessions, or perhaps a more advanced track for those ready to scale further. The partnership with DBWC is something we want to nurture, and the success of this first cohort has set a strong foundation.
LBB> Given that Publicis Groupe ME works internationally, how does this initiative draw from global best practices while tailoring solutions to the Middle Eastern business environment?
Angela> Every region has its unique nuances, and doing business in Dubai and the Middle East is no exception. This initiative bridges global best practices with a deep understanding of the local context, enabling MSMEs to tap into cultural insights and nuances that resonate with their audiences.
