“Why are you staying at home? There are so many opportunities around! Get out and use them!” Those words Ainura frequently heard from her parents tremendously influenced her worldview and life. Ainura Umaeva was born in Almaty into a very traditional Chechen family. Though the family had a good house and lived comfortably, the overall impression was A Home Among Strangers, a Stranger Among His Own (The title of a famous and profound Soviet movie directed by Nikita Mikhalkov). Ainura recalls the name unconsciously, trying to find a proper metaphor to describe her adolescence. “We always had a feeling that one day we would collect our things and go back to Chechnya,” recalls Ainura.
Ainura's journey into the world of PR and communication began while studying at KIMEP, first as a Bachelor's student majoring in International Relations, and then pursuing an MBA in the Finance and Management program. Her passion for exploring new opportunities led her to work in various roles, including as a translator, an employee at an NGO, a coordinator in a school program, and an office manager/translator at a private company.
However, it was a fortuitous encounter during her Master's program that changed the course of Ainura's life. She met a woman who happened to be the director of a PR company and was invited to join the staff. Starting from the bottom of the career ladder, Ainura seized the opportunity to learn and grow. In just four years, she went from a junior manager to becoming the Agency Director, eventually becoming a business partner and, finally, the owner of Taynyy Sovetnik (Privy Councilor) communication agency. Ainura's journey mirrored an American dream realized in the heart of Kazakhstan.
Yet, Ainura's path was not without its challenges. Reflecting on her 15-year experience in the industry, she acknowledged that it took time for her to grow into an independent and robust leader. The evolving market landscape in Kazakhstan, particularly in PR and communication, played a significant role in her development. With the influx of renowned international brands entering the market, the demand for high-quality services and global standards increased. Ainura's agency, founded in 2004, caught the wave of these profound changes, positioning itself for success.
As Ainura's agency flourished, she faced an ongoing obstacle: a general misunderstanding of PR objectives among Kazakhstani clients. She identified two primary reasons for this. Firstly, many businesses in Kazakhstan have a short-term focus on immediate profit, neglecting the long-term reputation-building aspects of PR. Secondly, there is a lack of understanding about the value of paying for PR services and the accumulated experience and expertise they offer.
In line with her commitment to ethical practices, Ainura embraced the principles of the Islamic economy in her business. She refused to work with tobacco and alcohol producers or facilitate payments for such products through her agency accounts. This principled stance led to unexpected opportunities, as she secured contracts with major children's brands like P&G and Nestle, who sought a partner untethered to tobacco-related products.
Ainura firmly believes that genuine success in business stems from being at peace with oneself and cultivating an ethical and moral corporate culture. She emphasizes the importance of correct prioritizing and empowering others. "Nothing is an end in itself, neither your job nor your company," Ainura asserts. "You have to remember that those are only means. Entrepreneurship is about bringing people together, delegating their duties, fostering their independence, and acting benevolently. You have to learn to teach others, not do everything yourself." It is through this approach that businesses can find new opportunities for growth and prosperity.
As Ainura continues to navigate the ever-changing complexities of the modern world, she seamlessly combines her identities as a strong agency leader, a caring mother, a top-level professional, and a devoted Muslim. Her journey exemplifies the power of cultural transformation and the integration of personal values into business practices. Ainura's entrepreneurial journey in the field of PR and communication represents the spirit of creative changemakers in Kazakhstan's contemporary cultural landscape. Through her commitment to ethical practices, she has made a significant impact in the industry while staying true to her Chechen roots and personal principles. Ainura's story demonstrates the potential for cultural transformation through entrepreneurship.
Ainur Umayeva
