The sight of Indian-made defence systems rolling through the streets of Yerevan earlier this year was more than a defense partnership, it reflected the growing strategic partnership between India and Armenia. As ties deepen across defence, technology, pharmaceuticals and business, new opportunities are also emerging for collaboration in communications, marketing and brand-building.
Against this backdrop, Karan Bhatia, founder of Brand Communion, spoke with Raffi Niziblian, founder of marketing communication firm Deem Communications, one of Armenia's leading communications consultancies, which recently marked its 20th anniversary.
Born in Jordan, raised in Kuwait and educated in Canada, Niziblian moved to Armenia more than two decades ago and established Deem Communications. Over the years, he has witnessed and contributed to the transformation of Armenia's communications landscape. When he arrived, public relations was often perceived as little more than propaganda or leaflet distribution. Today, Armenia has a far more mature and sophisticated communications ecosystem.
To help accelerate that evolution, Niziblian launched the Public Relations Summit in Armenia, bringing together industry experts from the US, Europe and the Middle East to share knowledge and global best practices. Reflecting on Deem Communications' 20-year journey, he discusses the evolution of Armenia's communications industry, the impact of artificial intelligence, leadership lessons across markets, and the growing opportunities for collaboration between India and Armenia.
Edited Excerpts:
Q: Having built your career across both Canada and Armenia, what key differences have you observed in the way the communications, marketing, and public relations industries operate in these two markets?
Raffi Niziblian: The biggest difference stems from the maturity of the public relations industry. In Canada, particularly in Montréal where I studied and began my career, I entered an ecosystem where public relations was already an established discipline backed by decades of theory and practice. I benefited from structured academic programs and professional environments that helped shape my understanding of strategic communications.
When I moved to Armenia in the mid-2000s, the landscape was dramatically different. Public relations as a profession was still evolving. Many people perceived PR either as propaganda or simply promotional activities like leaflet distribution. There was limited understanding of the strategic role communications could play in business and society.
Recognising this gap, we launched the Public Relations Summit in Armenia, bringing together experts from the United States, Europe, and the Middle East. Over four years, these exchanges helped strengthen the industry and broaden the understanding of communications. Today, PR and strategic communications are well-established disciplines in Armenia.
Q: What leadership lessons from developed markets helped you shape your work and organization in Armenia?
Raffi Niziblian: One major difference was management culture. In Canada, I worked within organizations that practiced democratic leadership, where decision-making authority was delegated to middle management. People were encouraged to take ownership, make decisions, learn from mistakes, and grow professionally.
In Armenia, management structures were largely top-down, and decision-making was concentrated at senior levels. As a leader, I had to be much more hands-on and instructional.
Over time, I built a workplace culture that empowered employees and accelerated professional development. Many people wanted to work at Deem Communications because they knew their careers would grow rapidly. Today, more than 120 former team members hold senior communications and leadership positions in Armenia and abroad. That is one of the accomplishments I am most proud of.
Q: Looking back over the last 20 years, how has the communications industry evolved in Armenia?
Raffi Niziblian: The transformation has been remarkable. Twenty years ago, there were virtually no academic programs dedicated to communications or public relations. Today, institutions such as the American University of Armenia, the European University, and several others offer specialised programs in communications, marketing, and related disciplines.
We now have a generation of professionals who understand not only communications theory but also digital tools, technology, and strategic thinking. Employers have evolved as well. Many businesses that began as family-run enterprises have transitioned to second-generation leadership teams equipped with formal education and global business exposure. As a result, communications and branding are now viewed as strategic business functions rather than optional support services.
Q: In an increasingly competitive and fast-evolving landscape, what do you see as the biggest challenges facing communications professionals and agencies today?
Raffi Niziblian: Artificial intelligence is undoubtedly the most significant challenge. While AI has been part of our lives for years, its widespread accessibility has fundamentally changed how content is produced and consumed.
The challenge is not AI itself but the pressure it creates for faster, cheaper output. Social media is increasingly saturated with low-quality content, misinformation, and AI-generated material. As audiences become accustomed to instant content, maintaining creativity, authenticity, and quality becomes more difficult.
There are also workforce-related challenges. Younger generations often prioritise flexibility and rapid career progression. Many are less interested in traditional long-term career paths. For employers, the challenge is building teams that balance ambition with expertise, accountability, and professional growth.
Q: As artificial intelligence continues to reshape industries worldwide, do you believe Armenia is well-positioned to adapt to and capitalize on this transformation?
Raffi Niziblian: Armenians have always been highly adaptable. Throughout history, we have learned to navigate different political systems, economic environments, and cultural contexts. That adaptability continues today.
The younger generation is particularly impressive. Many are self-taught, multilingual, and highly skilled in technology. Increasingly, professionals based in Armenia are working for international companies and earning competitive global salaries.
The country's growing technology sector reflects this adaptability. Armenia already has successful tech unicorns and continues to attract investment. I believe this positions the country well for the next phase of technological transformation.
Q: As India and Armenia deepen their economic relationship, do you see similarities between the two markets?
Raffi Niziblian: Absolutely. Although Armenia is much smaller in scale, there are many similarities in terms of entrepreneurial energy and societal priorities.
Through my interactions with Indian professionals and campaigns, I have observed common themes around education, healthcare, food security, gender issues, and social development. There is a shared understanding of how communications can drive positive change.
I also see significant opportunities in technology, pharmaceuticals, and professional services. Armenia can serve as a strategic bridge between India and Europe. Improved connectivity, particularly direct air links, could significantly accelerate business collaboration and knowledge exchange between the two countries.
Q: What has been the most significant change in Armenia over the past two decades?
Raffi Niziblian: The most important shift has been the recognition of communications as a strategic business function.
Twenty years ago, businesses primarily measured success through immediate sales. Today, companies understand the importance of brand positioning, reputation management, and long-term narrative building.
A good example is the telecommunications sector. The arrival of VivaCell in 2005 transformed access to mobile communications, making services affordable and accessible to ordinary citizens. This accelerated internet adoption, digital services, and e-governance.
As access to technology, travel, and global experiences expanded, people's perspectives evolved. Business leaders became more receptive to innovative ideas and strategic communications. Today, conversations that once required extensive explanation are understood much more quickly because the market has matured.
Q: What message would you like to share with young professionals entering the industry today?
Raffi Niziblian: This is a difficult question because the future is changing faster than ever before. Many traditional career paths are being reshaped by technology, and it is increasingly difficult to predict what professions will look like ten years from now.
Rather than chasing trends or choosing careers solely for financial reasons, my advice is simple: pursue work that genuinely interests and motivates you. If you become truly skilled at something you enjoy, financial success will follow.
Passion, curiosity, and adaptability will remain valuable regardless of how technology evolves.
Q: Looking ahead five to ten years, what do you believe the future of communications agencies will look like?
Raffi Niziblian: One word stands out above all others: trust.
We are living in an era of information overload, misinformation, and AI-generated content. Audiences are increasingly uncertain about what is credible and what is not.
In this environment, agencies will evolve into trusted intermediaries. Their role will not simply be creating content but helping organizations build credibility, establish authentic narratives, and communicate based on facts, data, and evidence.
At Deem Communications, we see our future role as helping brands, governments, institutions, and communities build trust-based relationships. Strategic communications, media literacy, and fact-based storytelling will become increasingly important.
The agencies that succeed will be those that can serve as reliable bridges between organizations and society in an increasingly complex information environment.
