EMMA Global Media Consultants
DUBAI | LONDON: A Pioneering London Legacy. A New Global Future.
Built on EMMA’s unique pioneering creative and multicultural legacy, EMMA Global Media Consultants brings together media, culture, creativity, innovation, and strategic expertise to develop initiatives with meaningful global impact, because global trade is built on trust.
Established in Dubai in February 2026, with offices in Dubai and London, the company represents the next chapter in a journey that began with EMMA in the United Kingdom in 1997. The EMMA TV show was broadcast on ITV & BBC to a national and global audience.
This is not simply the establishment of a new company. It is the continuation and global expansion of a legacy built over almost three decades. The EMMA brand has been at the forefront of defining the Creative Industries, and many icons have endorsed EMMA.
From EMMA TV Show to EMMA Global: A Legacy Reimagined for a Global Future in Dubai
EMMA Global Media Consultants was established upon the heritage, experience and values of EMMA—the Ethnic Multicultural Media Academy and Awards—founded in London by Bobby A. Syed in 1997. This not only highlighted creative excellence but also social cohesion.
EMMA was created with a clear, pioneering vision: to celebrate creative excellence, recognise achievements that promote inclusion, and use the influence of our media and the creative industries to promote social cohesion in society and give creativity a wider global audience.
At a time when Britain’s diversity was not fully reflected across mainstream media and the creative industries, EMMA created an important platform for true talent, representation and positive global role models.
It brought together artists, broadcasters, cultural leaders, public figures, ambassadors, and humanitarian voices around a shared belief that people should be recognised for their character, contribution, and creativity—regardless of their race, colour, culture, or religion. This helped coin the term ‘Cool Britannia’, leading to the 2012 Olympics.
The EMMA Awards were consistently broadcast on ITV and the BBC, reaching audiences across the United Kingdom and internationally. Over the years, EMMA has recognised and celebrated some of the world’s most influential cultural, creative and humanitarian figures, including Nelson Mandela, Tom Cruise, Muhammad Ali, Stevie Wonder, Maya Angelou, Ray Charles and Lord Richard Attenborough, to name just a few.
Through its TV Show, media work, many campaigns, and partnerships, EMMA has developed a distinctive legacy at the intersection of creativity, multiculturalism, and social impact.
EMMA Global Media Consultants: Two Global Cities. One Shared Vision.
The establishment of EMMA Global Media Consultants L.L.C. in Dubai on 14 February 2026 marked a significant new chapter in the EMMA journey, with Dubai as a central global hub. On Valentine’s Day, the formation of EMMA Global Media is about us sharing the Love.
With offices in both Dubai and London, the company connects EMMA’s established British heritage with Dubai’s position as an international centre for creativity, innovation, culture and global collaboration. Dubai’s geography makes it a unique global trading hub.
UK, London
London is EMMA’s birthplace and the foundation of its creative and multicultural legacy. It is where EMMA began challenging old conventions, celebrating diverse talent, and creating platforms that strengthened representation and social cohesion within Britain’s creative industries. This helped to enhance the UK Creative Industries and increase national revenue.
UAE, Dubai
Dubai represents the company’s future-facing global base. Its international outlook, cultural diversity through our Corporate Social Responsibility (CSR), and commitment to innovation provide a natural environment for EMMA Global to build new global partnerships and develop projects connecting the Middle East, the United Kingdom, and the wider world towards trade.
Why "Global"?
The word Global in our name represents more than our presence in Dubai and via London.
It reflects our international outlook, multicultural foundations and belief that powerful ideas should not be limited by geography. Our work is designed to cross cultural and national boundaries, bringing together people, organisations and institutions around shared values and common purpose. This naturally improves communication and enhances global trade.
Our Purpose
Our purpose is to use the power of media, music, culture, creativity, storytelling and further innovation to connect people, strengthen social cohesion and create lasting positive impact.
We believe that creativity carries influence—and that influence comes with responsibility.
Through meaningful EMMA projects and strategic partnerships, we seek to create platforms that inform, inspire, and bring communities together to help increase trust and global trade.
Three central principles guide our work:
Creativity with Purpose
We develop creative ideas that carry meaning, encourage dialogue and contribute positively to society. It enables soft power that fosters collaboration and creates a culture of success.
Connection Across Cultures
We create opportunities for people from different backgrounds, cultures and generations to recognise their shared humanity. The universal message helps to build a bigger community.
Global Impact Through Collaboration
We work with individuals and organisations that share our belief in the power of collaboration to turn important ideas into credible and influential initiatives.
Our Expertise
EMMA Global Media Consultants combines creative insight with strategic and project-development expertise, built over many years across a range of interconnected areas.
Media and Advertising Strategy
We provide media, communications, and advertising consultancy to help organisations develop clear, relevant, and culturally informed messages, campaigns, and new platforms.
Music and Creative Consultancy
We support the development of music, entertainment and creative-industry initiatives that engage audiences and communicate powerful ideas through shared cultural experiences.
Arts, Culture and Heritage
We develop and advise on initiatives that celebrate cultural identity, artistic expression, heritage and the experiences that connect communities across all our unique generations.
Project Development and Management
We help transform ambitious ideas into structured, credible and deliverable projects—from early concept development and strategic planning to new partnerships and implementation.
Innovation and Artificial Intelligence
We explore the responsible application of innovation and artificial intelligence within media, culture, communications, and social-impact initiatives using up-to-date global AI technology.
Tourism and Cultural Experiences
We contribute to the development of cultural, recreational and experience-led concepts that encourage connection, learning and international engagement to create global influence.
HRH Prince William supports the Time4Peace Vision
Time4Peace grows from EMMA’s longstanding commitment to social cohesion, peaceful dialogue and the belief that media, music and culture can bring people together for trade.
EMMA Global Media Consultants provides the strategic, creative, and project-development expertise that supports Time4Peace’s continued growth through its Dubai and London offices. All trade is based on stability and peace, allowing businesses to plan and even grow.
Through Time4Peace, EMMA’s founding philosophy is carried out into a new global era—responding to the growing need for human connection, compassion and understanding in an increasingly divided world. Today’s challenges can only be overcome with new ideas.
Time4Peace
Time4Peace brings together creativity, culture, wellbeing, innovation and humanitarian purpose to encourage people to reconnect with one another, their communities and the world around them. This is essential to help Gen Z lead the way into a new future.
It represents the living continuation of the EMMA legacy: using creative influence not only to entertain, but also to inspire Gen Z, educate, and contribute to a more peaceful and socially connected world. We need to return to the values of love, peace, and harmony.
Bobby A. Syed
Founder of EMMA and Co-Founder of EMMA Global Media Consultants
Bobby A. Syed founded EMMA in London in 1997 with a pioneering vision to promote multicultural values, creative excellence and social cohesion through media and the creative industries. This helped the UK creative industries increase venues by expanding their value.
His experience spans media, including his time at Saatchi & Saatchi, where he worked in advertising, public relations, broadcasting, cultural campaigns, events, and international partnerships. Through EMMA and its associated initiatives, he has spent almost three decades developing platforms that celebrate creativity, recognise positive role models and encourage greater understanding with communities locally and globally.
Dr Sawsan Al Madhi
Co-Founder and Company Manager, EMMA Global Media Consultants
Dr Sawsan Al Madhi brings extensive experience in strategic leadership, international partnerships, advocacy, health, wellbeing and social impact.
Her career has focused on building collaborations across governments, businesses, civil society and international organisations. Through EMMA Global Media Consultants, she provides strategic direction, governance, and partnership expertise to support the development of credible initiatives with meaningful, sustainable impact.
Creating Impact Across Borders
EMMA Global Media Consultants brings together an established creative legacy, a strong international outlook and a renewed commitment to using creativity for positive change.
From London to Dubai—and from these two global cities to the wider world—we are building partnerships that connect ideas, cultures and communities.
We welcome collaboration with governments, businesses, cultural institutions, media organisations, artists, innovators, academic institutions and social-impact partners who share our belief in creativity with purpose.
Together, we can develop initiatives that communicate powerfully, connect authentically and create impact that lasts.
EMMA Global Media Consultants L.L.C.
Dubai, United Arab Emirates | London, United Kingdom
