Exlnt Communications, formerly known as Excellent Communications D&N, was founded in 2003 by the dynamic duo, Dina and Nermine Abdel Fattah. The two sisters, leveraging their combined resources, networks, and expertise acquired over two decades, embarked on a mission to provide comprehensive communication services. Their vision was clear: to merge exceptional expertise with 360-degree communication services, fostering enduring partnerships that deliver significant value to their clients.
The inspiration behind Exlnt Communications emerged from Dina’s admiration for the incredible talents she observed in her homeland. Witnessing remarkable achievements despite modest PR strategies to build public image, Dina felt compelled to contribute. She aimed to establish a PR agency that offered strategic communication counsel, elevated brand awareness, and managed public images to spotlight the journeys and accomplishments of these inspiring brands. This vision propelled Exlnt Communications to become a leading PR company, dedicated to crafting brand messages that effectively reach their intended audience.
Over the past decade, Exlnt has been a catalyst for transforming corporate communications, successfully handling over 100 projects spanning diverse business sectors. In 2020, Exlnt Communications achieved a significant milestone by becoming part of United Media Services (UMS), the largest media conglomerate in the MENA region. This strategic move further solidified their position in the industry, opening new avenues for growth and collaboration.
A Comprehensive Suite of Services
Exlnt Communications stands as the communication partner of choice for numerous brands spanning a wide array of industries. With a rich portfolio that includes banking, real estate, FMCGs, information technology, telecommunications, retail, e-commerce, consumer electronics, industrial processes and manufacturing, energy, medical technology, automotive, tourism, and travel, Exlnt has been a pivotal force in orchestrating PR strategies for over 20 years.
Dina and Nermine emphasize that Exlnt Communication’s 360-degree product offerings are designed to cater to diverse business models and sectors. The agency provides a comprehensive suite of services, including Public and Government Relations, Advertising and BTL (Below The Line), Branding, Reporting, Digital Marketing, and Media Buying. This holistic approach forms a 360-degree marketing strategy for each campaign, ensuring that clients’ brands not only stand out but also leave a lasting impact on their target audience.
The agency’s esteemed partners include notable entities such as Amwal Al Ghad Magazine (a leading economic magazine), Top 50 Women Forum, Banque Misr, Housing and Developing Bank, Cityscape Egypt, Egypt Energy Show (EGYPES) – formerly known as Egypt Petroleum Show (EGYPS), Telecom Egypt, Banque du Caire, Africa Health ExCon, Egyptian Red Crescent, and many more. This impressive roster reflects Exlnt Communications’ expertise in serving a diverse range of clients and industries.
Passion and Determination
Dina and Nermine’s journey in the media industry spans three decades and is characterized by significant challenges, invaluable lessons, and remarkable achievements. Starting a PR agency from scratch and sustaining it in a fiercely competitive market demanded a relentless spirit, unwavering passion, and resilience.
In an industry where measurable success is crucial, devising PR strategies and promoting brands across diverse platforms posed significant challenges. Their commitment to supporting clients necessitated an agency grounded in passion and steadfast determination. Financial obstacles, especially for two women unwilling to compromise on certain principles, became a formidable barrier. However, Dina and Nermine find the journey incredibly fulfilling, marked by hard-earned rewards attained through their resolute dedication.
Despite the difficulties, they see their journey as an opportunity to establish a PR empire. The significant business figures introduced and the networks built, along with impactful success stories of esteemed clients, contribute to a profoundly rewarding professional odyssey. Through their unique perspective and steadfast commitment, Dina and Nermine have not only faced challenges head-on but have also carved out a distinctive path for themselves in the competitive landscape of the media industry.
Driving Change
Dina initiated the launch of the Forum in 2015 with the aim of connecting women leaders across diverse professional sectors. The primary goal was to foster support among women and collectively advance women’s leadership while advocating for equality on a national scale. Dina envisioned the Forum as a community for female mentorship and inspiration, emphasizing the importance of women supporting each other in overcoming challenges and promoting gender equality.
Dina believes that achieving a gender-equal environment requires women to be more aware, supportive, and empowered. The Forum serves as a platform to empower, support, and highlight the contributions of women professionals in various sectors within Egyptian society and the economy. The ultimate objective is to leverage the power of professional women’s voices and perspectives to drive forward-thinking economic and policy initiatives, ultimately contributing to more impactful societal change.
Sharing the Wisdom of Her Father and the Ambition of Her Sister
Nermine shares that the person who has influenced her the most is her father. She attributes this influence to his kindness, strong determination, and wisdom. Nermine has learned a great deal from him, including his passion for success, patience, and his approach to dealing with people. His qualities have left a lasting impact on her, shaping her values and guiding her in various aspects of life.
Additionally, Nermine acknowledges the influence of her beloved sister, Dina, on a daily basis. She admires Dina’s longstanding ambition and sees her as a strong voice for women and girls. The support and inspiration from her sister contribute to Nermine’s own journey, adding another layer to the web of influences that shape her perspective and actions.
Closing the Gap
Dina’s vision of women’s empowerment centers around ensuring that women and men enjoy equal rights and opportunities to contribute significantly to people, communities, and the economy. She acknowledges the global issue of women being underrepresented in leadership positions across various sectors, including the corporate world, academia, law, finance, science, technology, media, health, and the creative arts. Additionally, women often receive a fraction of venture capital compared to male-led enterprises.
To address these disparities and make a meaningful change, Dina plans to collaborate with the Egyptian state. By working together with governmental support, she aims to implement initiatives and policies that foster gender equality, create opportunities for women to excel in their respective fields, and contribute to closing the gender gap in various sectors of society. Dina’s approach highlights the importance of collective efforts and collaboration between private and public entities to drive positive change for women’s empowerment.
Shaping Perspectives
In the next decade, Nermine envisions Exlnt Communications evolving beyond being just a PR agency, aiming to become a PR empire deeply embedded in the local and regional media landscapes. She anticipates significant growth in the agency’s team, envisioning it as a powerhouse of creative minds challenging the status quo with innovative ideas and creative thinking.
The vision includes expanding capacity to become the go-to destination for creative media excellence. The agency will persist in providing sound communications advice, enhancing brand awareness, and managing public images to spotlight brands’ journeys and foster brand building.
In November 2022, Exlnt Communications took a significant step by joining the Race to Zero Campaign, making it the first PR agency in Egypt and the Middle East to participate in the UN-backed global initiative. The agency plans to continue developing decarbonization strategies to reduce emissions, making it a primary operational goal and a key element in mitigating climate change challenges. Additionally, Exlnt Communications intends to launch media campaigns to raise public awareness, fostering understanding of the effects of climate change and encouraging behavioral change and societal support for actions to reduce greenhouse gas emissions.
