Latest news with #ShortyAwards
Time Business News
22-07-2025
- Business
- Time Business News
Afrah Asmar: Architect of Nutella's Middle East Instagram Success
Afrah Asmar, a Strategy and Content Manager at MullenLowe MENA from 2014 to 2017, brought strong cultural insight and strategic thinking to digital marketing. She played a key role in expanding Nutella's presence on Instagram in the Middle East, turning the platform into a vital connection point for the region's diverse audiences. Her leadership elevated the brand's visibility and set a benchmark for bilingual content in Arabic and English. When Afrah joined MullenLowe MENA, Nutella was active only on Facebook in the region, missing the opportunity to reach younger, visual-first audiences. Spotting this gap, she proposed and secured client approval to launch Nutella's Middle East Instagram page. From there, she led the content strategy, writing bilingual posts and managing community engagement across the Gulf and Levant. Her work was rooted in cultural nuance, adjusting tone and language to resonate with local audiences, from the warm, family-oriented messaging in Saudi Arabia to the modern, lifestyle tone used in Lebanon, while maintaining consistency with Nutella's global brand. Working as part of MullenLowe's regional team, Afrah led the content direction for Nutella's new Instagram presence. The page grew organically from zero to over 160,000 followers without relying on paid media or influencer campaigns. By July 2022, it had reached 71,277 followers, and by May 2025, it climbed to 160,100, maintaining a steady 0.50 percent engagement rate with an average of 791 likes and 13 comments per post. These results reflected meaningful audience engagement and contributed to Nutella's regional repositioning as a breakfast staple rather than just a sweet treat. One of Afrah's most successful content contributions was the 'Your Name on a Nutella Jar' campaign, which became a hit across the region. She led the content planning and execution for localized markets in Kuwait, Lebanon, Saudi Arabia, and the UAE. The campaign sold over 235,000 personalized jars, including 10,696 in the UAE in just one month. It was named a finalist at the Shorty Awards and earned Silver at the MENA Digital Awards for Best Use of Social Media, credited to Afrah and the MullenLowe team. Afrah also supported Nutella's broader digital strategy in the Middle East, collaborating with cross-functional teams to ensure content aligned with the brand's evolving positioning. Her efforts were recognized by both agency leadership and regional brand stakeholders. The Instagram page she helped build continues to influence Nutella's digital presence in the region and stands as a model for culturally fluent content marketing. With over 16 years of experience in integrated marketing, Afrah has worked across industries including food and beverage, tourism, and banking. She has partnered with global brands such as Coca-Cola, HSBC, Unilever, and Ferrero. Fluent in Arabic and English, she brings deep cultural fluency to every market, adjusting tone, dialect, and creative approach to maximize relevance while maintaining global brand cohesion. Her strategic leadership, localization expertise, and proven track record make her a standout in global digital marketing, particularly in helping brands connect with diverse audiences through culturally attuned, platform-native content. TIME BUSINESS NEWS
International Business Times
16-05-2025
- Business
- International Business Times
The Creator Economy's Next Chapter: Building Growth, Community, and Care
The creator economy is now a foundational pillar of modern marketing, entertainment, and entrepreneurship on track to surpass $480 billion by 2027, according to estimates from Goldman Sachs and other market analysts. This explosive growth has opened new doors for creators to become not only content producers, but also creative directors, brand collaborators, startup founders, and community builders. But with that growth comes a need for smarter infrastructure not to restrict creativity, but to facilitate its expansion and long-term sustainability. "The future of content isn't in following trends or gaming algorithms it's in those who break out of the matrix," says Junmian Sun, Managing Director of The Shorty Awards. "What excites me most is watching creators who are no longer merely influencing, but building and owning media and brands. They're innovating in real time, setting new standards for engagement, business models, and culture." In many ways, The Shorty Awards have evolved alongside the creator economy itself. Now in their 17th year, the awards recognize the most influential voices across platforms and industries those pushing boundaries and creating work that resonates beyond algorithms. But the Shortys are also becoming a key touchpoint in how we ensure creators are equipped not just to succeed, but to lead, build, and endure. Prioritizing Well-Being: The Rise of CreatorCare As the creator economy scales, so too do the personal demands placed on its key contributors. With so much of a creator's livelihood tied to metrics and momentum, many face a precarious balance between growth and well-being. Enter CreatorCare, a first-of-its-kind mental health service co-founded by digital wellness advocate Shira Lazar and licensed therapist Amy Kelly. Built specifically for digital creators, CreatorCare provides therapy, peer groups, wellness education, and burnout prevention tools, all designed with an understanding of the creator's lifestyle and pressures. "We're not just solving for burnout," says Lazar. "We're building a wellness model that's embedded into the creator journey from the start." Rather than reacting to crisis, the platform proactively helps creators develop the emotional endurance and habits necessary to navigate the highs and lows of internet fame. Kelly, who brings years of clinical experience into the digital wellness space, shaped the program's therapeutic framework. CreatorCare's services are tailored to meet creators where they are whether that's flexible scheduling for erratic content calendars, therapists who understand the nuances of public-facing identity, or group sessions that foster connection among creators who often feel isolated in their careers. The goal is to normalize support not as a last resort, but as an essential part of professional and creative longevity. What the Creator Economy Needs Next The Shorty Awards continue to spotlight those raising the bar in the space, including five standout honorees. Each one represents a different frontier of innovation in the creator economy. V Spehar, News Creator of the Year, has transformed how younger audiences consume current events offering accessible, empathetic news reporting via platforms like TikTok. Grace Wells, Commercial Creator of the Year, has rewritten the rules of branded content by merging directorial vision with influencer engagement, making advertising as compelling as the content it supports. Dhar Mann, recognized as Studio of the Year, has scaled inspirational storytelling into a global phenomenon, using bite-sized narratives to tackle moral and social themes. The Shade Room, Site of the Year, continues to redefine digital media for the Black community by turning social updates into real-time, culturally driven journalism. And Sambucha, Dual-Format Creator of the Year, shows the power of creative versatility building strong engagement across both long-form and short-form video platforms. According to Jeff Barrett, Chief Evangelist of The Shorty Awards, "In the next 12 months, we're going to see creators take on even more dynamic roles as fractional creative directors, co-founders of product lines, and leaders of niche media networks. To support that, we need to invest in the middle layer the systems and services that help creators run their businesses, protect their time, and scale with intention. Collectives, creative service infrastructure, and mental health support aren't luxuries they're the growth enablers for this new wave of independent media." Barrett also sees a shift in how we define creator success. "The most valuable creators won't just be the loudest they'll be the most trusted. Platforms like Discord, Geneva, and Substack are enabling deeper audience relationships and greater autonomy. Elevate creators into the strategic rooms they belong. They're not just shaping culture they're building the future of media." The creator economy is not slowing down it's scaling up. And with it comes the opportunity to build a better system one where the people behind the content are as valued as the content itself.
Yahoo
21-04-2025
- Entertainment
- Yahoo
The PenFed Foundation Selected as a Finalist at the 17th Annual Shorty Awards
The PenFed Foundation is nominated in the call to action category for its original song "The Least We Can Do" TYSONS, Va., April 21, 2025 /PRNewswire/ -- The PenFed Foundation, a national nonprofit organization that supports veterans in their transition from service to success in the civilian world, has been shortlisted for the 17th Annual Shorty Awards for "The Least We Can Do" in the call to action category, showcasing the creativity and effectiveness of its work in digital media. "The Least We Can Do (The PenFed Foundation Song)" is a heartfelt music video that amplifies a simple yet profound message: while not everyone serves in the military, we can all serve our country by giving back to those who do. Created as a call to action, the video inspires viewers to support service members and their families through organizations like The PenFed Foundation. With a goal to drive donations, deepen awareness, and unite audiences around the spirit of giving, this campaign combines powerful storytelling, moving visuals, and a resonant soundtrack to make an impact. "We are especially excited to be nominated for 'The Least We Can Do' because it speaks to the heart of our mission and encourages everyone to give back to our veterans in any way possible," said The PenFed Foundation President Andrea McCarren. "From donations to volunteering, every effort counts. The PenFed Foundation is dedicated to providing vital programs that uplift and support the military community and this song embodies our commitment." You can support The PenFed Foundation by voting for "The Least We Can Do" here. "Being shortlisted for a Shorty Award reflects embracing cutting-edge innovation, pushing our industry forward--an industry where creativity knows no bounds," said Junmian Sun, Managing Director of the Shorty Awards. Winners are selected by the Real Time Academy, including industry leaders from notable brands and organizations like Bumble, VML, Google, Warner Bros, Edelman, Meta, Ben & Jerry's and more. We look forward to celebrating the winners at the Shorty Awards ceremony on May 21, 2025, at Tribeca 360° in New York City. ABOUT PENFED FOUNDATIONFounded in 2001, The PenFed Foundation is a national nonprofit organization that supports veterans in their transition from service to success in civilian life. Affiliated with PenFed Credit Union, the Foundation has provided more than $55 million in financial support to veterans, active-duty service members and military families. PenFed Credit Union covers the salaries and administrative costs of The PenFed Foundation, so more of your donation goes right to our programs. To learn more, please visit ABOUT THE SHORTY AWARDSThe Shorty Awards (also known as "The Shortys") honors the most innovative work in digital and social media by brands, agencies and organizations. Founded in 2008, the Shortys' notable previous winners include Malala Yousafzai, Trevor Noah, Michelle Obama, Conan O'Brien, Lady Gaga, Lizzo, and brands such as MTV Entertainment Studios & Paramount, Digitas, HBO, Meta, Airbnb, Honda, UNICEF and PepsiCo. The Shortys' mission is to celebrate, inspire and push the boundaries of excellence in digital storytelling. Entries are judged on the merits of creativity, strategy, and engagement by the Real Time Academy, a body of hand-selected industry experts and leaders. The public can also weigh in and select their favorite Shorty Awards contenders during Audience Honor Voting. Currently, the Shortys have two annual competitions, the flagship Shorty Awards and Shorty Impact Awards dedicated to honoring the best work with a positive social impact. FIND THE SHORTY AWARDS ONLINE Website: @shortyawardsInstagram: @shortyawardsYouTube: View original content to download multimedia: SOURCE PenFed Foundation Sign in to access your portfolio
