Emirates Leisure Retail.

Helping Leadership Communicate With Confidence During One Of The Most Disruptive Periods In Modern Business.

FSM partnered with Emirates Leisure Retail and MMI throughout the COVID-19 pandemic to develop crisis communications frameworks, executive messaging and governance processes that supported leadership across multiple international markets. As circumstances evolved daily, communications became an integral part of executive decision-making rather than simply reporting decisions after they had been made.

A crisis rarely gives organisations time to decide who they want to be. It simply reveals who they already are.

Strategic Principle

Client

Emirates Leisure Retail & MMI

Sector

Retail Hospitality Consumer Goods

Services

Crisis Communications
Executive Counsel
Stakeholder Communications
Media Relations
Corporate Reputation

Partnership

International COVID-19 Response

Focus

Leadership Communications
Business Continuity
Governance

The Engagement

The Challenge.

As COVID-19 reshaped the global business landscape, Emirates Leisure Retail and MMI faced the challenge of communicating rapidly changing operational decisions across multiple countries, brands and stakeholder groups. With government guidance evolving almost daily, communications needed to provide clarity, consistency and confidence despite unprecedented uncertainty.

Key Outcomes

  • Developed an international crisis communications framework.

  • Established governance processes across multiple international markets.

  • Produced executive messaging frameworks and crisis response protocols.

  • Maintained communications consistency across diverse business units.

  • Strengthened leadership confidence during a period of sustained uncertainty.

Highlights From The Partnership

  • Crisis Governance

    Developed a comprehensive crisis communications framework that established clear governance, approval processes and decision-making principles, enabling leadership to communicate consistently throughout rapidly changing circumstances.

  • Executive Communications

    Worked alongside senior leadership to develop executive messaging frameworks that balanced transparency, accuracy and reassurance, helping leaders communicate confidently even when complete information was unavailable.

  • International Coordination

    Supported communications across operations in the UAE, Thailand, Singapore, Australia and selected African markets, ensuring regional teams operated within a consistent strategic framework while responding to local operational realities.

  • Stakeholder Confidence

    Created communications tools, guidance documents and holding statements that enabled employees, customers, partners and media to receive clear, consistent information throughout one of the most disruptive periods in modern business.

  • Strategic Advisory

    Positioned communications as an integral component of executive decision-making rather than a reactive function, strengthening organisational resilience and leaving a lasting governance framework that continued to support the business beyond the pandemic.

Project Overview

An overview of the engagement, including the commercial context, strategic focus and capabilities applied throughout the partnership.

  • Emirates Leisure Retail & MMI

  • Retail | Hospitality | Consumer Goods

    • Crisis Communications

    • Leadership Confidence

    • Business Continuity

    • Crisis Communications

    • Executive Counsel

    • Stakeholder Communications

    • Media Relations

    • Corporate Reputation

  • Supported Emirates Leisure Retail and MMI throughout the COVID-19 pandemic by developing governance frameworks, executive communications and crisis response processes that enabled consistent decision-making across multiple international markets.

The Engagement

Every engagement begins with understanding the challenge. We explore the context, the strategic approach and the outcomes delivered.

  • As COVID-19 reshaped the global business landscape, Emirates Leisure Retail and MMI faced the challenge of communicating rapidly changing operational decisions across multiple countries, brands and stakeholder groups. With government guidance evolving almost daily, communications needed to provide clarity, consistency and confidence despite unprecedented uncertainty.

    • Developed an international crisis communications framework.

    • Established governance across multiple international markets.

    • Created executive messaging and crisis response protocols.

    • Maintained consistent communications across diverse business units.

    • Strengthened leadership confidence during sustained uncertainty.

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    Royal Salute

    Designed exclusive luxury engagement programmes for media, VIP guests and opinion leaders, from curated polo experiences to intimate private events that reinforced the craftsmanship, heritage and exclusivity of one of the world's most prestigious Scotch whisky brands.

    Portfolio Management

    Supported multiple premium brands across the Pernod Ricard portfolio, adapting global campaigns for regional audiences while maintaining consistent positioning across communications, experiential marketing and stakeholder engagement.

    Strategic Advisory

    Provided long-term strategic communications counsel across the Gulf, helping translate international brand platforms into culturally relevant campaigns that strengthened premium positioning, consumer advocacy and long-term brand affinity.

Independent Advice Starts With Understanding.

We help organisations navigate complex commercial, reputation and growth challenges through independent strategic advice tailored to their business objectives.

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