UM MENAT's Impact Day Empowers Female Entrepreneurs & SMEs for a Better Future

UM, the international advertising agency network under IPG Mediabrands, marked its sixth worldwide Impact Day with the theme "Building a Better Future." Across more than 120 offices in 50+ nations, employees came together to support their local communities through various projects and initiatives.

UM MENAT, the team covering the Middle East, North Africa, and Turkey, organized a project close to their hearts, focusing on empowering SMEs (Small and Medium-sized Enterprises) and supporting female entrepreneurs. The goal was to foster significant change and promote economic growth in the region. This initiative is part of UM MENAT's larger, long-term commitment to maximizing the potential of the local business community, especially for women entrepreneurs.

To connect with female-owned businesses in need of marketing help but constrained by limited budgets, UM partnered with Female Fusion, the largest professional network for women in the UAE, dedicated to creating, growing, and expanding enterprises. Over 90 students from UM enthusiastically undertook the task of creating seven marketing plans for different firms, completing the challenge in under 90 minutes. The teams presented their strategies and marketing plans to a jury, and the finest work was recognized for exceeding the criteria of a thorough marketing framework.

The selected marketing plans were then presented to the seven entrepreneurs, offering them useful road maps for success and industry expansion. This collaboration aimed to bridge the gap and provide support to female entrepreneurs, as female-led start-ups in the MENA region only receive a mere 1.2% of all venture capital investments.

Maria Poulton, Managing Director at UM UAE, expressed her enthusiasm about contributing value and positively impacting others through the Female Fusion network. She highlighted UM's commitment to supporting local business owners, particularly women, by sharing the organization's knowledge and expertise in media and advertising.

UM MENAT extended their gratitude to Female Fusion and TikTok for their cooperation in offering excellent advice on leveraging the internet to grow businesses, further empowering female entrepreneurs.

The Impact Day initiative falls under UM's corporate social responsibility division, Better World, which was established in 2016. The initiative reflects the organization's commitment to caring for and supporting communities worldwide. Andrea Suarez, Global CEO of UM, emphasized that small actions within the community can lead to significant positive changes, helping build a better tomorrow.

Through programs like these, UM MENAT not only promotes a culture of giving back but also reaffirms its dedication to helping SMEs, empowering women business owners, and contributing to a more inclusive and thriving business ecosystem in the region.