From London Roots to Abu Dhabi’s Heart: Asha Sherwood’s Media Journey

Asha Sherwood, founder of the Abu Dhabi Review, reflects on her early passion for media, the evolution of her platform, and the challenges of balancing a dynamic career with community-driven storytelling across two vibrant regions.

1.Can you share how your early years in London influenced your passion for the media industry and shaped your journey into this field?

Growing up in the 90s, media meant radio, TV, and magazines. My parents owned a newsagent, so I was surrounded by newspapers and magazines all the time. I’d spend hours reading, watching TV, and listening to music on the radio. At 15, I was determined to break into the media world, so I pestered Capital FM for a summer work placement. I found their number in the Yellow Pages and kept calling until they said yes!

That summer, I got to hang out at the studio, learn about advertising spots, and experience the buzz of the media world—it was thrilling for a teenager. The next year, they invited me back for a paid internship in their advertising department, and that’s where it all began.

Since then, I’ve worked at some of the biggest names in publishing, like The Telegraph and IPC Media, learning about insights, advertising, PR, and marketing. My last role at Turner Broadcasting broadened my experience into TV, licensing, and digital. Every role gave me more than just the job title—I got to see campaigns from every angle: how to promote a brand from the client’s perspective, the platform’s view, and, most importantly, the consumer’s. That 360-degree understanding has been invaluable in creating successful campaigns.

2. What inspired you to create the Abu Dhabi Review, and how has it evolved since its inception?

When I moved to Abu Dhabi, I was seven months pregnant and married to the editor of a well-known publication. As a new mum, I realised residents weren’t getting timely information about events. Publication delays meant people missed out, and brands lost valuable exposure opportunities. Having worked on both sides of the equation, I knew this gap needed addressing, especially with social media’s potential.

Abu Dhabi Review started as a simple Instagram account, offering three-word reviews with great photos because I knew people scrolled for visuals rather than lengthy captions. But our followers wanted more, and we listened.

Then Covid hit, and the capital’s audience turned to us for updates. We quickly became a trusted source of information, evolving into a full-fledged portal for everything happening in Abu Dhabi. Now, we’ve expanded into podcasts with The ADR Chat, showcasing the incredible people shaping the city. We’ve also launched ADR MEETS, a networking event that supports local venues and brands while giving residents a chance to discover new spaces.

3. With experience across such diverse industries, including hospitality, PR, and wellness, what unites these sectors for you as a media innovator?

Once you understand the nuances of different industries, you can approach content creation and messaging with a more holistic view. Each sector has its audience and goals, but the key is creating something that resonates across the board.

Having deep knowledge of Abu Dhabi is also a massive advantage—it allows me to craft campaigns that speak directly to the local audience while ensuring stakeholders and brands feel seen and heard.

4. Your work bridges two dynamic regions—the UAE and the UK. How do these markets compare in terms of media, storytelling, and audience engagement?

The UAE’s media landscape is closely tied to regional culture, with an emphasis on aspirational visuals and luxury. The audience here is diverse—locals, expats, and tourists—and they engage best with interactive campaigns and culturally relevant stories. In the UK, the media industry is more established, with strong traditions in journalism and broadcasting. Audiences value authenticity and wit, and the competitive nature of the market pushes brands towards niche, standout storytelling. Ultimately, the goal in both markets is the same: to create content that respects, engages, and immerses the audience, while staying true to the brand’s identity.

5. Luxury is often a theme in your collaborations. What does luxury mean to you personally, and how do you communicate this through your platforms?

While luxury does feature in some of our collaborations, it’s more a reflection of the UAE’s environment than a deliberate theme. Luxury means different things to different people, but for me, it’s time.

Running a small business means I’m constantly on the go, juggling events, meetings, and projects. My idea of luxury is carving out time to enjoy something relaxing that isn’t just sitting on the sofa.

Through Abu Dhabi Review, we focus on understanding our audience and promoting experiences they’ll value—whether that’s a luxurious dinner, a family-friendly activity, or a unique event.

6. As a trailblazer in media, what challenges have you faced in building community-driven narratives, and how have you overcome them?

The three biggest challenges have been being a woman, being a woman of colour, and starting out without the backing of a large organisation.

I’ve faced situations where male colleagues reacted poorly to being asked questions they couldn’t answer, opting to shout instead of admitting they didn’t know. But I’ve learned to stand my ground, especially when I know I’m right.

What’s driven Abu Dhabi Review’s success is being deeply connected to the community. You can’t serve people if you don’t understand what they need, and that’s been our key focus from day one—listening to both clients and consumers.

7. The ADR Chat podcast is one of your creative ventures. What inspired this project, and which episode or guest stands out as particularly meaningful?

The ADR Chat was born from wanting to give a voice to the incredible people in Abu Dhabi doing great things for the community. We’ve had trailblazers in sustainability, digital awareness, and parenting, but one episode stands out to me: a personal trainer sharing his journey with mental health during Men’s Mental Health Month.

It resonated deeply with our listeners, especially men, and we even received a message from someone who said it helped them through a tough time. Knowing we made a difference made that episode incredibly meaningful.

8. You’ve worked with prestigious brands like Fairmont and COYA. Can you share a memorable campaign or partnership that highlights your approach to storytelling?

One of my favourites was for Marco Pierre White Steakhouse at Fairmont Bab Al Bahr. Weekends were busy, but weekdays were a struggle. After conducting some research, I found that the restaurant was perceived as expensive and reserved for special occasions, so I created a midweek campaign called The Great Steakout.

It was an all-you-can-eat concept with a value-driven price point, plus a fun challenge: finish a tomahawk steak and trimmings in 30 minutes to win your meal for free. It boosted weekday diners by over 40% and created a loyal customer base. It’s proof that knowing your audience is the key to a successful campaign.

9. How do you balance your personal life with such a dynamic professional portfolio, and what does a day in your life typically look like?

Balancing work and personal life is always a juggling act, but I’ve made it a priority to be present for my daughter while growing Abu Dhabi Review. I’m fortunate to have the flexibility to work on the go, which means I can fit in school pick-ups, drop-offs, and activities without compromising my professional commitments. Those small moments—like car rides where we chat about her day—are invaluable and help us stay connected.

A typical day is busy but structured to maximise every minute:

• 5:45 am: Wake up and start the day early to stay ahead.
• 7:00 am: School drop-off, a non-negotiable part of my routine.
• 8:00 am: Gym for a mental and physical boost.
• 9:00 am to 2:00 pm: Work hours include emails, meetings, events, and content creation.
• 2:30 pm: School pick-up—our chance to reconnect.
• 3:30 pm to 5:30 pm: Work while waiting during her activities.
• Evening: Homework, dinner, and some family time, followed by more work late at night.

It’s a constant balancing act, but living in Abu Dhabi has made it easier to maintain a healthier work-life balance compared to my time in the UK. The key is staying organised and cherishing those little moments that matter most.

10. What’s next for Asha Sherwood and Abu Dhabi Review? Are there new ventures or exciting developments on the horizon?

On a personal level, I’m focusing on growing my portfolio as an emcee, moderator, and speaker.

For Abu Dhabi Review, we’ll continue creating engaging content and supporting local brands. 2025 will bring more ADR MEETS events to connect the community, and The ADR Chat will tackle even more meaningful conversations for Abu Dhabi residents and visitors.