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About Cylka

At Cylka, we turn our passion into innovative and original ideas that help us build robust bridges of communication for our clients every day.

We empower organizations to deliver the right message to the right audience and keep pushing boundaries to achieve success. We are driven by our mission to make communication process more efficient and result-driven

What’s CYLKA?

Cylka is a rare and uncommon Arabic word and is in fact the singular of “Sulook” which mean Behavior.

The choice of this unique word is a reflection of the originality of our concepts and the creative ideas we bring to the table to build differentiated and effective custom solutions for our clients helping them stand out from the crowd, stay unique and excel in achieving their goals.

“Cylka” also mirrors our mission which focuses on promoting positive organizational behavior and highlighting best practices for organizations in their relations with both internal and external audiences.

CYLKA Team

Saad Al Rubaiaan- Managing Partner

Saad Al Rubaiaan brings a wide experience in various areas of communication and social entrepreneurship. He has previously worked in the General Secretariat of the Cabinet and private sector organizations. He led a number of commercial and social projects including most recently launching and heading the Kuwaiti Business Council in Dubai. Al Rubaiaan holds a bachelor’s degree in communication and public relations from the University of Sharjah and a diploma in entrepreneurship from the Dubai Entrepreneurship Academy. He is also a member in the Public Relations Society of America.

Arwa Al Qassim- Founding Partner

Arwa Al Qassim has a broad expertise in various cultural and educational areas. She has worked as a specialist in several cultural initiatives and awareness programs through art including museums, exhibitions, live performances and music. She has also participated in designing an initiative to teach life practical skills in the UAE schools besides partaking in launching a number of commercial ventures. Al Qassim holds a master’s degree in Islamic studies from UK’s SOAS College. She is also a graduate of UAE Government Leaders Program’s Innovaitive Leadership Category.

Mona Arif – Senior Project Coordinator

Mona Arif joined the CYLKA team with a background in international NGOs and federal government. Throughout her time as a researcher at the Ministry of Culture and Knowledge Development, she participated in the development of the UAE’s first youth empowerment strategy, working closely with youth volunteers and local and international youth experts to create a series of evidence-based research papers on key youth themes. Arif holds a Bachelor of Arts in International Studies from the American University of Sharjah and a Master of Arts in Near and Middle Eastern Studies from the School of Oriental and African Studies, University of London.

CYLKA’s dedicated Team also includes a number of bilingual project managers, consultants and trainers who bring their in depth expertise and use their talent in our various projects. In addition, we work in collaboration with a number of strategic partners who provide us with additional services that complement our team’s work including research and studies, editing, design, media monitoring among many others.

How we do it

The implementation period for each project we supervise can go from 3 months to one year or more, depending on the scope of services and work required. However, each project will undergo through the following phases:

  • Assessment of the current situation

    At this phase, the current status is assessed by holding several meetings with the concerned teams and reviewing all related written and online materials to ensure a thorough understanding on both communication and institutional aspects.

  • Designing solutions

    Building on the results highlighted by the initial assessment of the current situation, several communication solutions and recommendations will be proposed. These recommendations will include systems, training programs, initiatives, campaigns and media plans among many others and will take into account the current status and the objectives through benchmarking with best practices in this area.

  • Practical Testing

    At this stage, the suggested recommendations will be tested by applying them on a limited scope to measure their effectiveness and evaluate audience response besides assessing the team’s preparedness to run these solutions, then suggesting recommendations for further development.

  • Communication and implementation

    At this step, recommendations are implemented at a wider scope with a regular evaluation.

  • Evaluation

    This includes an overall evaluation of audience (internal/ and external) response and interaction with the communication solutions and recommendations applied.

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