Gulf Insider
As Managing Director of TRACCS Bahrain, Irene Karamitsou leads one of the region’s most influential communication firms. Her career covers the changing industry landscape in the GCC. She has seen how the industry has evolved from a simple support role to a key player in shaping boardroom strategy and driving business change. Under her guidance, TRACCS is upholding its 28-year tradition of agility while adapting to the growing importance of digital narratives and the challenges of a nonstop information environment. In this exclusive Q&A, Irene discusses with Gulf Insider the current needs of reputation management, the balance between efficiency driven by AI and leadership centred on people, and why genuine connections are still the most valuable asset in a busy digital world. You’ve been in Communications and marketing for a while now. What’s the biggest change you’ve witnessed in the industry since you started, and what surprised you about that shift? When I first started out in the industry, communications was often viewed as a support function responsible for the flow of information between brands and their audience. Today, communications is a strategic driver of business transformation, influencing boardroom decisions, investor confidence, and long-term brand value. We as communicators are […]
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