Who: Sam Katiela
What: Managing and creative director
Where: Mamemo Productions
"One of the most valuable lessons I learnt, and something I've practised all my life, is what my grandfather taught me. He always said: "When you make €2,000 a month, always remember to save a huge chunk and live like you make €500." These words have helped me survive life's blows.
I always knew what I wanted to do!
Originally from Palestine, I grew up in Germany. Even as a young boy I was totally fascinated by the world of media, and told my parents that I wanted to work in that industry. However, my parents wanted me to be involved in something "more serious"! So in university, I studied economics, then media science, and psychology. It all worked for my good: economics helped me to run a company, media science showed me how the industry works, and psychology made me realise how the human mind works. Of course, they became the guiding principles on which I based my company, Mamemo (which is derived from marketing, media and motions) which I started at 24.
In the early years, I was primarily focused on film and TV productions. It was my passion to produce shows that presented the reality of the Arab world to a German audience. My documentaries Artificial Paradises in the Middle East and Landscapes on Earth covered the exciting developments in Dubai, together with The Gas Plants of Qatar, Pearl Diving in the Arabian Gulf, and The Construction of the Formula One Bahrain Racing Circuit, for the magazine show Wonder of the World. People in the West were keen to see what the Arab world was all about - there were few people to explain to them in lay terms.
Events will live forever!
I've always wanted to get up close and personal and actually reach out and capture the emotions of the people you see everyday on the street - to touch them and see them smile and react. You don't get this real time reaction in TV because it is a one-way communication process after all. I guess that is what led me to events in the first place!
In 2002, I expanded my base to Dubai because I saw the exciting things that were happening here and wanted to be part of it. Ours was the first crew to be allowed to enter the Burj Al Arab. In 2004 I came up with the sporting innovation, The Beach Polo Cup-Dubai, which turned out to be a huge success. This was an affirmation to me that my decision to be in Dubai was right. This was, of course, just the beginning. Live marketing is more convincing than a dry brochure any day.
Professionalism is key
You always become a slave to your work, but you have to make sure you are a well-paid slave. To be professional, you need the educational know-how, market understanding, management skills and the biggest asset, human capital. When I first began, events were described as having a big dinner and a laser show - now the business has matured like everything else. One other thing about doing business in the UAE is that unlike in the West, it is not companies that people make deals with, it is the face behind those companies. And being so town-like in its approach and accessibility, everyone knows everyone else, and will talk about the work you do. So if you do exceptional work, you will be rewarded for your efforts.
My favourite things
I love exploring cultures of different countries in the world, travelling is so therapeutic. When I fly, I enjoy the privacy and the ‘Me Time' it affords me.
I am a big fan of the latest trend in hi-tech 3-D animation movies like Avatar. I also enjoy cooking fine cuisine, a hobby which I believe I have refined through the years.
Family is so important in keeping you grounded. More than my achievements in business, my first and biggest accomplishment has been marrying my Gabrielle. I have a son who is nearly three, and a baby daughter. Shayan and Aralyn are the greatest treasures one could hope to have.
Quick questions
Do you make long-term plans?
I never make the mistake of making long-term plans. I make a year’s plans at most, as I don’t want to be disappointed if I don’t achieve my objectives.
Do you have any dreams?
I do have dreams, yes, one is to develop a show where we present Mother Earth in all her beauty and splendour. I’d love go on a world tour, touch people’s emotions, make them appreciate the beauty and value of what we have on Earth today.
What is your biggest achievement?
It has to be losing 23kg in a year. I have done a lot of sport, soccer, beach volleyball and swimming. Like with life and work, here too, be strategic, and train your mind to help you lose weight.
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