The Public Relations Consultants Association of India (PRCAI) today unveiled its SPRINT 2026 report, marking a decisive shift in how the Public Relations industry sees itself maturing in a new era dominated by AI. The Indian PR industry grew 11% in FY26 to reach ?3,230 crore, accounting for 12.6% of the Asia-Pacific market and it’s expected to reach ?4500 crore by 2030. The moderation from a decade-long CAGR of 12% signals a maturing industry, one where who is buying and why now matter more than headline growth.  The most striking shift is that Government's share of top client categories has nearly tripled since 2022 to 2026, from 4% to 11%, even as private corporates that long the industry's mainstay, slipped from 48% to 42% over the same period. Start-ups have nearly quadrupled their share, from 6% to 22% over the same period. Overall, start-ups, education and ed-tech, Government and FMCG are the strongest sectoral gainers. The role of Public Relations is also becoming increasingly strategic and central to organizations. 46% of communicators now say Public Relations plays a direct role in driving business outcomes, and more than 40% report that CEOs are actively seeking external strategic counsel from their communications advisors.  “PRCAI SPRINT 2026 reveals that there is no longer a single story defining the Indian PR industry. There are several, and they are diverging rapidly. As expectations from communications continue to evolve, the profession must sharpen its strategic capabilities, adopt emerging technologies responsibly, and reinforce its role as a trusted business partner. The findings of SPRINT reflect this shift with remarkable clarity. What emerges most distinctly is that the profession is not facing a single challenge. Rather, it is undergoing a broader transformation that touches skills, structures, and self-perception alike,” said Kunal Kishore, President, PRCAI. The survey is conducted by Ipsos, a global market research and advisory company and PRCAI in collaboration with Astrum Reputation Advisory, India’s first research-based strategic communications consulting firm for narrative and storytelling, capturing insights from 143 respondents, covering senior decision-makers from consultancies and corporate communication teams, and mid to senior level industry professionals. The report’s findings suggest key shifts underway in the PR industry: reputation is now valued as a driver of business rather than a value add; AI is fragmenting into divergent strategies rather than a single playbook; the rules of brand discovery are being rewritten by Large Language Models (LLMs), with earned media, regional PR and influencers all growing in significance; and the profession's client base, operating model and talent are being reshaped. Reputation Moves from Problem-Solver to Business DriverThe evidence behind reputation's business value is compelling: 96% of corporate communication respondents agree PR helps build investor confidence, an equal share credit it with customer loyalty, 92% believe it aids strong stakeholder relations, 83% say it increases crisis resilience, and 75% concur it drives long-term revenues. As the boundary between PR and broader marketing dissolves, PR's share of marketing budgets has risen from 12% in FY25 to 14% in FY26, with 58% saying PR's role is expanding into marketing-performance outcomes and 53% saying it is gaining share from ad and digital agencies. Same AI, Different Plays: PR Firms of Different Sizes Are Making Entirely Different BetsAcross ten distinct functions where AI is now deployed in Indian PR, research and intelligence gathering leads at 77%, ahead of written content creation (73%), note-taking and meeting summarisation (66%), and visual content, ideation and content versioning (55% each).  The deeper story is in how differently firms invest: 90% of mid-sized firms name training and upskilling their top AI priority; 78% of emerging firms prioritise AI-enhanced creative tools and 65% third-party platforms like ChatGPT, Gemini and Copilot; while 68% of giant and large firms prioritise AI-driven data analytics and 73% prioritise upskilling. Overall, AI investment as a share of revenue has tripled, from 2% three years ago to 7% in 2026, and is projected to reach 10% within three years. The industry is clear-eyed about the risks. Fake-news incidents reported by corporate communicators nearly doubled, from 28% in 2024-25 to 46% in 2025-26; 80% now flag AI-generated misinformation and deepfakes as a top reputational risk, and 61% warn AI is commoditising creativity. 85% expect AI-governance frameworks to become mandatory, not as a constraint, but as the route to resolving the transparency crisis AI itself has created. The next competitive advantage, the report suggests, lies in the disciplined integration of AI with human judgement. Earned Media's Golden Age: LLMs, Regional Media and Influencers Rewrite the PlaybookLarge Language Models have become the new gatekeepers of brand discovery: 83% agree earned media is gaining importance because LLMs prioritise credible, third-party sources over paid placements, and 70% say Generative Engine Optimization (GEO) is becoming a distinct PR strategy.  Regional India is no longer peripheral with regional PR's share of total industry revenue rising from 10% three years ago to 19% in 2026, projected to reach 25%, and 65% of corporate communicators naming Tier-2 cities as the primary growth engine.  Influencer marketing has matured into an accountability-first discipline, its revenue share doubling from 8% to 16% and projected to reach 22%, even as 98% of respondents demand greater verification and regulation of influencer content. The blurring of paid and earned is creating a parallel credibility crisis and 66% respondents agree that positioning paid content as earned is weakening audience trust. The Measurement ParadoxMeasurement remains the industry’s most stubborn contradiction. 92% of corporate communicators agree the Public Relations industry needs a clear, standardised measurement system, yet only 46% of corporate communication respondents allocate a separate budget for it, a gap that continues to limit Public Relations’ ability to prove its full business value.  The metrics themselves are shifting. While, share of voice remains the most widely used metric (84%), followed by social listening and sentiment analysis (57%) and engagement rates (54%), a new generation of metrics is rising fast. 50% of respondents now use brand reputation and trust scores, 41% use return on objective, and 27% use discoverability inside AI and LLM search, an early sign that whether a brand surfaces in an AI answer is becoming a measurable PR outcome. When asked what PRCAI should build next, 83% of consultancy heads and 75% of corporate communicators put measurement standards at the top of the list. The Uni-Skilled PR Professional Is Obsolete; Right Sizing Teams is keyAs client mandates broaden, the single-skill professional is being left behind. 77% of respondents agree being ‘uni-skilled’ is no longer sufficient for a PR professional.  53% of PR consultancy and HR heads, and 75% of corporate communicators, now actively prefer lean, dedicated teams aligned to their business needs, a step towards right-sizing and building talented and flatter team structures to balance sound strategy with exemplary execution. Overall industry attrition stands at 15.2%, a marginal improvement from 16% two years ago, though 63% of consultancy and HR heads report rising difficulty retaining entry and mid-level talent. “The Public Relations industry in India is at an inflection point. While the sector delivered double-digit growth of 11% in FY2026, the moderation from its decade-long CAGR of 12% reflects a maturing industry, in line with global trends. The findings of PRCAI SPRINT 2026 highlight the growing role of PR as a strategic business enabler rather than just a communications or crisis management function. Nearly half of respondents believe PR directly drives business outcomes, while over 40% say CEOs are increasingly seeking strategic counsel from communications advisors. As AI reshapes the industry and trust becomes more critical than ever, PRCAI remains committed to advancing the profession through research, upskilling, and higher industry standards," concluded Deeptie Sethi, CEO, PRCAI.

CARMA, the global leader in media intelligence and communications research, has announced the launch of Noor, a personal AI analyst purpose-built for communications professionals.Established using CARMA's award-winning methodologies and trained by analysts to think like analysts, Noor is embedded directly within the CARMA platform, giving users immediate access to contextual, analyst-grade insight through natural conversation.The launch marks a significant milestone in CARMA's continued investment in AI-driven communications intelligence and reflects growing demand from organisations seeking faster, more actionable insight from increasingly complex media environments.Mazen Nahawi, Founder and CEO, CARMA, said: "The communications industry doesn't have an information problem. It has an interpretation problem. Every day, teams are faced with thousands of articles, posts and conversations, but the real challenge is understanding what matters and what action to take. Noor was built to solve that challenge. It combines CARMA's proven communications expertise with the speed of AI, giving professionals instant access to the same structured thinking our analysts use every day. The goal isn't to replace human judgement. It's to make it faster, stronger and more accessible."Gareth Craven, (pictured), Global Head of Product, CARMA, said: “We didn't set out to build another AI assistant. We set out to develop an analyst. Noor is designed to help communications professionals move beyond dashboards and data points to gain a deeper understanding of what is happening around their brand. By combining CARMA's proven methodologies with advanced AI capabilities, Noor delivers contextual answers, strategic recommendations and executive-ready reporting in seconds.The result is faster access to the kind of insight that traditionally required hours of manual analysis.”Unlike generic AI tools, Noor is built on CARMA's proven analytical framework and follows the same methodology used by the company's analyst teams. Every response is structured around four key principles: what happened, why it happened, what it means and what to do next.This approach transforms raw information into actionable insight, helping communications teams identify emerging opportunities, understand narrative shifts and respond to reputational risks with greater confidence.Importantly, every insight generated by Noor is fully traceable to the underlying data through CARMA's 'View on Insight' functionality. Users can verify findings, review source material and confidently defend recommendations shared with leadership teams.What Noor can provide: • Instant insights that explain what changed, why it changed and what action should be taken• Contextual analysis of themes, narratives, topics, sentiment and key messages across traditional and social media• Executive-ready reports including media analysis, crisis assessments, competitive reviews and strategic briefings• Multilingual intelligence with native Arabic capabilities across sentiment analysis, tagging, summaries and reporting• Flexible reporting that adapts to user requirements rather than relying on fixed templates• Integration of proprietary research, third-party datasets and additional intelligence sources into a unified analytical environmentCARMA’s methodology has been recognised with 31 AMEC Global Measurement and Evaluation Awards in 2025, it forms part of the company's broader Custom AI ecosystem, which is built around three core principles: shape, evolve and understand.Together, these principles enable organisations to shape AI around their own data environment, evolve alongside governance and regulatory requirements and better understand the media landscapes in which they operate.With operations spanning 23 offices worldwide, coverage across more than 105 languages and trusted partnerships with more than 3,500 organisations, CARMA continues to expand its capabilities to help communications professionals navigate an increasingly complex world with clarity and confidence.

PR Companion, the communications and PR arm of Ethane Web Technologies, has been appointed as the public relations partner for Riceberg Ventures, a global early-stage venture capital firm focused on deep tech investments. As part of the partnership, PR Companion will spearhead Riceberg Ventures’ end-to-end PR and communications. The mandate aims to strengthen Riceberg Ventures’ visibility across the startup, investor, and innovation ecosystem while amplifying its vision of backing breakthrough deeptech companies globally.Commenting on the partnership, Lalit Sharma, Founder & CEO, PR Companion and Ethane Web Technologies, said, “Having worked with startups and high-growth businesses for over 15 years, we understand the unique challenges they face in building credibility and gaining visibility while focusing on innovation. When we interacted with the team at Riceberg Ventures, we were genuinely impressed by their vision and the work they are doing to strengthen the global deeptech ecosystem. We believe they are building something truly meaningful. Through this partnership, our focus will be on ensuring their stories, investments, and impact reach the right audience, helping them build stronger visibility across the media and startup ecosystem.”Speaking on the association, Ankit Anand, Founding Partner, Riceberg Ventures, said, “For us, the first priority has always been doing meaningful work by backing founders solving some of the world’s toughest technology challenges. As we continue to grow, we realised that it’s equally important to communicate this work to the right stakeholders—founders, investors, partners, and the broader innovation ecosystem. Public relations is a powerful way to build that bridge. PR Companion's understanding of startups, technology, and strategic storytelling made them a natural choice for us. We look forward to working closely with the team to amplify our vision, create greater visibility for deeptech innovation, and contribute more meaningfully to the startup ecosystem.”PR Companion is actively growing its client portfolio across sectors, strengthening its integrated service offerings, and building a team positioned to deliver end-to-end communications solutions from strategy and media relations to reputation management and digital PR, as it charts an ambitious growth path ahead.

Pinterest has appointed Julie Henderson as Vice President and Chief Communications Officer, effective 13 July, as the social media platform strengthens its executive leadership team.Henderson will report directly to Claudine Cheever and work closely with Bill Ready. She will oversee the company's global communications function, spanning corporate, product, policy, financial, consumer, international and internal communications.A communications leader with more than 30 years of experience, Henderson joins Pinterest from Snap Inc., where she served as Chief Communications Officer and was a member of the executive team.During her tenure at Snap, she helped shape the company's evolution from a messaging platform into a diversified technology business, supporting the expansion of its advertising operations while advancing investments in augmented reality, artificial intelligence, developer technologies and new products. She also led communications around major public policy and regulatory issues, including online safety, youth wellbeing, privacy, platform regulation, competition policy and the responsible development of emerging technologies.Before joining Snap, Henderson was Chief Communications Officer at 21st Century Fox, where she led global communications during the company's acquisition by The Walt Disney Company. She previously served as Chief Communications Officer at News Corp, helping establish the company's corporate identity following its separation from 21st Century Fox.Earlier in her career, Henderson held senior communications and corporate strategy roles at News Corp and led the digital practice at MPRM Public Relations, advising technology startups, entrepreneurs and media companies navigating the rapid evolution of digital media.Announcing the appointment, Cheever said Henderson's experience would be instrumental as Pinterest continues to expand its global business."Julie is one of the most accomplished communications executives in the industry, and we are thrilled to welcome her to Pinterest," said Cheever."As we continue to scale our platform and deepen our impact for users and advertisers worldwide, her experience navigating complex policy landscapes, major business transformations and high-stakes narratives makes her exactly the right leader for this moment."Commenting on her appointment, Henderson said she was attracted by both Pinterest's business momentum and its future ambitions."I'm excited to be joining Pinterest at such an important time in the company's journey. What drew me to Pinterest was not only the strength of the business and the product, but also the people and the ambition for what comes next," she said."Pinterest has an incredible opportunity ahead, and I feel very fortunate to have the chance to help tell that story. I can't wait to get started."The appointment comes as Pinterest continues to expand its advertising business and invest in artificial intelligence-powered discovery, visual search and shopping experiences, with communications playing an increasingly strategic role in supporting the company's global growth, policy engagement and brand reputation.

The Indian Paper Manufacturers Association (IPMA), the apex and national industry body representing India's paper manufacturers, has retained Rite KnowledgeLabs as its digital and social media communications partner for the 3rd consecutive year for its flagship public awareness initiative, Paper Matters by IPMA.Launched in 2024, Paper Matters by IPMA was conceived as a citizen-centric social media and digital initiative to raise awareness of the role of paper in everyday life and encourage informed conversations about its use, highlighting its continued relevance in an increasingly digital era. Through its presence on LinkedIn, Instagram, YouTube, Facebook, and X, the program combines research-backed insights, evidence-based myth-busting content, educational videos, and community stories to engage audiences of all ages, especially younger Gen Z audiences. Commenting on the programme, Rohit Pandit, Secretary General, IPMA, said: "Since the past two years, we have been successful in creating positive, fact-based conversations about paper on behalf of the industry and addressing common myths through credible information. The programme has helped build awareness and encouraged constructive discussions about the role paper plays in our daily lives, from education and learning to packaging and communication.Our on-ground initiative, Paper Matters Travels, which has connected with NGOs, teachers, students from unaided schools, and specially-abled children has garnered an encouraging response. It reflects the paper industry's commitment to social responsibility and community engagement beyond business. We are happy with the outcomes and appreciate that a research-led, organically scaled public awareness programme has been able to generate meaningful engagement and awareness."A key highlight has been that over the last 12 months, the initiative has crossed one million YouTube video views and generated over 8,200 hours of viewing time through educational content, fact-based storytelling, videos, and digital outreach across multiple social media platforms. The programme has largely followed an organic, content-led approach, relying on research, insights, and sustained audience engagement rather than paid promotions, celebrity and influencer tie-ups to build awareness and credibility over time.Zahara Kanchwalla, Co-founder and CEO, Rite KnowledgeLabs, said: "We are grateful to IPMA for continuing to place its trust in us for this important public awareness initiative. Over the past two years, the programme has demonstrated that research-led content and authentic engagement can help create meaningful conversations around paper’s enduring role and its contribution to society. We look forward to supporting IPMA as it continues to build awareness, encourage informed dialogue, and take the Paper Matters initiative to a wider audience across India."

FTI Consulting, Inc. today announced a series of senior appointments to the Financial Communications and Special Situations practice within the firm’s Strategic Communications segment across Asia.Kainoa Blaisdell has rejoined FTI Consulting as a Managing Director, based in Singapore. He brings extensive experience advising leading companies and sponsors on complex cross-border capital markets transactions and fundraisings. His background also spans investment management, private markets research and financial journalism. At FTI Consulting, Mr. Blaisdell will advise companies in highly regulated, policy-driven sectors as they navigate high-stakes transactions, restructurings and crisis situations.Additionally, Justin Teh returns as Senior Director based in Singapore. Mr. Teh is a financial communications specialist with extensive experience advising on complex multi-stakeholder transactions, including M&A, IPOs, activism defence and restructurings. In his role at FTI Consulting, he will also support clients with strategic investor relations programmes and advise asset and wealth management firms across the region on issues management and corporate reputation strategies.In Hong Kong, Rita Fong was recently promoted to Managing Director. Ms. Fong leads financial communications engagements in Hong Kong and specialises in deal advisory, investor relations and crisis management for listed companies. Ms. Fong also advises clients on a wide range of M&A and special situations, including shareholder disputes, activism, proxy fights, hostile takeovers and restructurings.These appointments build on the arrival of Jason Leow in December 2025 as a Senior Managing Director. Based in Singapore, Mr. Leow has more than 25 years of experience in financial communications, C-suite advisory and stakeholder engagement across Asia, Europe and the United States.“These appointments and the promotion of Rita underscore our commitment to building the strongest financial communications and special situations bench in Asia,” said Tom Evrard, Head of Strategic Communications, Asia at FTI Consulting. “Kainoa and Justin both bring deep sector expertise and proven track records in advising clients through complex transactions and reputation challenges. Combined with Jason’s market leadership and Rita’s extensive transaction experience, we are exceptionally well-positioned to help clients navigate Asia’s highly dynamic transaction landscape. With increasing deal complexity, cross-border activity, and heightened regulatory scrutiny, clients need advisors who truly understand – and that is exactly what this team brings.”Mark McCall, Global Head of Strategic Communications at FTI Consulting, added: “In an environment of heightened deal activity, aggressive shareholder scrutiny and complex special situations, clients demand advisors who can move with precision, speed and deep market intelligence. This strengthened team in Asia significantly enhances our global M&A and activism offering, delivering seamless cross-border support and data-driven strategies that protect and create value for clients. As Asia remains a critical driver of global deal flow, this integrated capability ensures clients receive regionally nuanced counsel across the full transaction lifecycle.”

SBM Marketing Communications has rebranded to Lumitas, initiating a cross-border restructuring. The rebrand accelerates the firm's transition into an AI-powered marketing and technology service delivery provider spanning the Asia-Pacific (APAC) region.The transition marks an analytical pivot away from traditional, siloed production models. It merges the agency's creative, PR, production, and technical operations into a single cross-border delivery unit. The restructure optimizes operational alignment between the agency's main regional hubs in Australia and its long-standing delivery engine in Chennai, India.Seamless Regional DeliveryBy formalizing its integrated Australia-Chennai infrastructure, Lumitas challenges standard industry practices. The agency will reject a conventional, low-cost "outsourced support" hub framework for its Chennai arm. Instead, the enterprise has implemented a unified, shared-work structure.Teams in Chennai, Sydney, and Melbourne operate on a single, shared system. This shared-work network enables real-time collaboration across multiple time zones. The agency leverages this framework to support enterprise brands requiring localized APAC campaigns. Client accounts include global tech leaders like Dell Technologies and TeamViewer.AI Scaling in Asian MarketsA core component of the restructure is a heavy capital investment in proprietary marketing tools and AI-enabled workflows. According to CEO James Hannan, the business shifted its technical foundation long before modifying its name.• Cross-Border Automation: Interconnected AI pipelines allow teams to instantly transition assets between regional markets.• Volume Capabilities: Enterprise clients receive localized, high-volume marketing materials with shorter turnaround times.• Consolidated Data: Unified operations remove typical communication silos between creative strategists and technical developers.Leveraging Half a Century of HeritageThe name Lumitas combines the Latin words lumen (light) and veritas (truth). This choice honors the company's 50-year heritage in commercial photography and storytelling while prioritizing modern data transparency.As marketing demands shift rapidly across Asia, Lumitas positions itself as a streamlined B2B agency option. By combining technical resources in India with strategy teams in Australia, the agency offers regional enterprises an efficient option for unified creative engineering.

Trading and investment platform Moomoo has expanded its communications leadership across Southeast Asia with the appointments of Yvette Lim and Kok Kuan Hui.Based in Singapore, Lim joins as Regional Head of Corporate Affairs, where she will oversee corporate communications, strategic partnerships and investor education initiatives across Southeast Asia.She most recently served as Fractional Chief Communications Officer at AI-native startup UseKase. Before that, she was Managing Director at FGS Global in Singapore, advising organisations across financial services, healthcare, private equity, and offshore, marine and energy sectors on corporate affairs, reputation management and strategic communications.Earlier in her career, Lim spent five years in Copenhagen with Saxo Bank as Head of Strategic Communications and PR, APAC, where she established the bank's Asia-Pacific communications function while leading global strategic communications initiatives.Commenting on her appointment, Lim said her experience at Saxo Bank reinforced her passion for helping organisations build trust in fast-evolving industries."Having spent five years with Saxo Bank in Copenhagen, I got to see and experience first-hand the dynamism of fintech firms in the field of trading and investing. What has stayed with me throughout my career is a passion for helping organisations in dynamic sectors build the trust, credibility and stakeholder relationships that enable sustainable growth," she said."Moomoo has already built a strong product and a meaningful presence across Southeast Asia. I'm excited to help build a corporate affairs function that strengthens its reputation, deepens its partnerships and supports the company's next phase of growth."Meanwhile, Moomoo has appointed Kok Kuan Hui as Communications Manager for Malaysia. Based in Kuala Lumpur, she will lead the company's communications strategy in the market, overseeing media relations, executive profiling, thought leadership, corporate storytelling and investor education programmes.Kuan Hui brings more than six years of communications experience spanning financial services, technology and consumer brands. Prior to joining Moomoo, she held communications roles at Ariff Communications and GO Communications, advising clients on reputation management, media strategy, integrated communications campaigns and stakeholder engagement.Commenting on her new role, Kuan Hui said communications has an increasingly important role to play as investing becomes more accessible to retail audiences."As investing becomes increasingly accessible, the role of communications extends beyond awareness-building to helping people navigate markets and financial decisions with greater confidence and clarity," she said."I am excited by the opportunity to shape conversations around investing and contribute to a more informed investing community in Malaysia."She added: "Moomoo sits at the intersection of finance, technology and education—three areas that are reshaping how people engage with investing today. I look forward to strengthening the company's profile in Malaysia through meaningful storytelling, strong stakeholder relationships and impactful thought leadership initiatives."The appointments reinforce Moomoo's continued investment in corporate affairs and market communications as it expands its presence across Southeast Asia, with a growing emphasis on investor education, brand reputation and stakeholder engagement.

M+C Saatchi Sport & Entertainment appointed as global PR agency of record for HUGO BOSS’s brands BOSS and HUGO. The engagement will see M+C Saatchi Sport & Entertainment support the company’s brand communications team both globally, leveraging their expertise to help define overarching brand communications directives, as well as across key markets including the UK, US and DACH. The objective of this partnership is to deliver a unified and scalable communications strategy designed to further strengthen the brands' presence and cultural relevance among consumers, media and key passion audiences spanning fashion, sport, art, culture and digital customer engagement.The agency will work for BOSS and HUGO across key brand and business moments, from product and campaign launches, sporting partnerships, fashion shows, and global events to retail activations and store openings. It will also be part of strengthening the brands positioning at the intersection of fashion, sport, and culture and through earned media, strategic partnerships and high-impact editorial opportunities.The collaboration comes as BOSS and HUGO continue to build on a series of high-profile cultural partnerships and brand initiatives, including the Australian Open, BOSS Open, Laver Cup, Aston Martin Aramco Formula One Team, The Open, Hahnenkamm Races and Art Basel Awards. James Foster, SVP Global Marketing at HUGO BOSS, said: "As we look to accelerate the next phase of growth for our brands, it was important to find an accomplished, like-minded partner that could bring together strategic thinking, cultural expertise and international scale. M+C Saatchi Sport & Entertainment demonstrated a deep understanding of our brands, our vision and the audiences we want to reach. Their experience across fashion, sport and culture, combined with a truly connected global approach, made them the ideal partner as we continue to strengthen the presence and perception of BOSS and HUGO worldwide."Laura Coller, UK CEO of M+C Saatchi Sport & Entertainment, said: "As two of the world’s most recognisable premium fashion and lifestyle brands, BOSS and HUGO represent a significant addition to our portfolio. We can’t wait to start our journey with the team and evolve and expand these iconic brands into new and exciting spaces together.”Robin Clarke, Global CEO of M+C Saatchi Sport & Entertainment, said, “Leading both global and local responsibilities through one integrated international team is a key strength of ours, and we're excited to be part of bringing the vision of BOSS and HUGO to life in markets around the world."

Malaysian public relations agency Ariff Communications has retained its communications mandate for the Hong Kong Tourism Board in Malaysia, extending its partnership with the tourism body for a further two years until 2028.The renewal follows the agency's appointment in 2025 to strengthen Hong Kong's appeal among Malaysian travellers through integrated communications, media relations and influencer engagement.Founded in 2017, Ariff Communications has grown into a multidisciplinary PR and social media agency, serving clients across tourism, technology, automotive, finance, logistics, aviation, hospitality, food and beverage, and consumer sectors.Over the past year, the agency has led a series of destination marketing campaigns designed to boost awareness and travel consideration among Malaysian audiences. Its work has focused on themes including Muslim-friendly travel, family holidays, youth culture, photography, nightlife, value-driven experiences and seasonal campaigns such as Summer Viva and Halloween.According to Ariff Communications, these efforts helped contribute to a 6% year-on-year increase in visitor arrivals from Malaysia to Hong Kong in 2025 compared with 2024.Among the agency's notable campaigns was "Jelajah Hong Kong" (Tour Hong Kong), which recently received a travel industry award for its focus on engaging Muslim travellers through authentic storytelling and practical travel information. The campaign coincided with Hong Kong's strong performance in the 2026 Global Muslim Travel Index, where the destination ranked first as the Muslim-friendly Accessible Travel Destination (Non-OIC), while also securing second place in both the Muslim-friendly Destination of the Year (Non-OIC) and Muslim Women Friendly Travel Destination (Non-OIC) categories.Commenting on the renewed partnership, Aisya Hashim said the account reflects the agency's belief that strategic communications should make destinations feel relevant to different audiences."Our work with the Hong Kong Tourism Board has been especially meaningful because it reflects what we believe good communications should do: make a destination feel relevant to them," she said."The accolades received by the Hong Kong Tourism Board are also a testament to our work, which we are proud of, but they are also part of a wider body of work across Malaysian Muslim travellers, families, Gen Z explorers, value-conscious travellers and lifestyle audiences."The renewed mandate underscores Ariff Communications' continued emphasis on combining earned media, social storytelling and audience insights to help brands build meaningful connections across diverse consumer segments.The extension comes as the Hong Kong Tourism Board continues to expand its communications network across Asia and the Middle East. Earlier this year, the tourism body launched a search for a public relations and social media agency to oversee its Middle East communications for a one-year contract running from April 2026 to April 2027.HKTB is also seeking a public relations agency in the Philippines for a two-year term from 1 May 2026 to 30 April 2028. The appointed agency will provide strategic communications, account management and creative services to strengthen Hong Kong's destination positioning and support visitor growth in the market. 

Pamela Luber-Aguirre has been appointed Asia Pacific Communications Lead at the Global Renewables Alliance (GRA), strengthening the organisation's communications capabilities as it expands its renewable energy advocacy efforts across the region.Based in the Philippines, Luber-Aguirre will lead the execution of GRA's communications strategy across Asia Pacific, overseeing media relations, content development, campaign management and stakeholder engagement. She will also support the alliance's regional advocacy initiatives, including its flagship 3xRenewables campaign, which aims to accelerate the global deployment of renewable energy and support the target of tripling renewable energy capacity by 2030.The Brussels-headquartered Global Renewables Alliance is a non-profit organisation established by leading renewable energy industry associations, including the Global Wind Energy Council, Global Solar Council, International Hydropower Association, Green Hydrogen Organisation, Long Duration Energy Storage Council and International Geothermal Association. The alliance works with governments, businesses and multilateral organisations to advance policies supporting renewable energy, grid infrastructure, energy storage and electrification.Luber-Aguirre brings extensive experience in corporate and sustainability communications. Before joining GRA, she held communications roles at World Wide Fund for Nature (WWF) and EY Global Delivery Services, where she led integrated marketing communications and managed both internal and external communications programmes.Her appointment comes as the Global Renewables Alliance increases its focus on Asia-Pacific, a region viewed as critical to achieving global clean energy and electrification targets amid growing investment in renewable infrastructure and energy transition initiatives.

Global Women in PR has launched its eighth Annual Index, inviting women working across PR and communications around the world to share their views and experiences.First launched in 2019, the GWPR Annual Index, conducted in partnership with Opinium Research, has become an important global benchmark for tracking the progress of women in public relations. Each year, the survey explores issues including flexible working, leadership representation, boardroom presence, career breaks, ageism, diversity and inclusion, and harassment in the workplace.To maintain year-on-year comparison, the core survey remains consistent each year, enabling GWPR to monitor long-term trends and identify where meaningful progress is being made. For 2026, the survey includes a new focus question on the impact of Artificial Intelligence on the PR industry, reflecting one of the most significant shifts currently facing communications professionals worldwide.The new AI section will look at how AI is being used in day-to-day PR work, from content drafting and campaign measurement to research, graphics generation and recruitment assistance. It will also explore the concerns women in PR have about the rise of AI, including the potential impact on entry-level roles, reduced opportunities to learn on the job, over-reliance on AI-generated content, misinformation risks and the growing emphasis on technical skills.The 2025 GWPR Annual Index revealed that while progress toward gender equality in public relations continues, it remains slow and uneven. The 2025 study found that male-dominated boardrooms had dropped from 61% in 2024 to 51% in 2025, showing steady improvement. However, 85% of respondents said more must be done to ensure women have greater boardroom presence.Other findings from the 2025 Index highlighted persistent barriers including caring responsibilities, inflexible working practices, lack of transparency around recruitment and promotion, the ongoing impact of career breaks, harassment in the workplace and a concerning reduction in visible DE&I commitments.Susan Hardwick, Co-Founder of Global Women in PR, says:“Since launching the first GWPR Annual Index in 2019, our ambition has been to create a consistent global benchmark that helps the industry understand where progress is being made, and where women in PR continue to face barriers.The value of the Index is that it allows us to track change year on year. While each survey reflects the mood of the industry at that moment, the consistent structure gives us the evidence we need to keep the conversation focused, informed and accountable.For 2026, we felt it essential to look at the impact of AI. It is already changing the way PR professionals work, but we need to understand what that means for women’s careers, skills development, entry-level opportunities and future leadership. AI brings enormous opportunity, but we must make sure it does not create new barriers or widen existing inequalities.We are asking women across the global PR and communications industry to take a few minutes to complete the survey and add their voice. Every response helps us build a clearer picture of the industry today and supports GWPR’s ongoing work to champion more inclusive and representative leadership.”Loretta Ahmed, Co-Founder of Global Women in PR, says:"The Annual Index has become one of the most valuable tools we have for understanding the real experiences of women in our industry, and its global reach matters enormously here in the MENA region. The conversations we are having about flexible working, boardroom representation and career progression are universal, but the regional context shapes how they play out, and that is exactly why every voice from MENA counts.This year's focus on AI is especially timely for our region, where the PR and communications sector is growing fast and adopting new technology at pace. AI offers real opportunity to open doors, but we have to be deliberate about ensuring it does not quietly narrow them, particularly for women at the start of their careers. The only way to understand that impact is with evidence. I would encourage every woman working in PR and communications across the Middle East and North Africa to take a few minutes to complete the survey. Your response helps ensure our region is fully represented in the global picture, and strengthens the case for more inclusive, representative leadership across our industry."The GWPR Annual Index 2026 is open to women working in PR and communications across agency, in-house, freelance, independent and consultancy roles.The findings will be published later this year and will provide an updated snapshot of the global PR landscape, alongside year-on-year comparisons from previous Index reports.

K.P.B. Hinduja College of Commerce, the flagship autonomous higher education institution guided by the Hinduja Foundation, the philanthropic arm of the Hinduja Group, has signed a Memorandum of Understanding (MoU) with the Advertising Standards Council of India (ASCI), marking another step in its vision to prepare industry-ready professionals through ethical, experiential and future-focused learning.The MoU aims to strengthen academia-industry collaboration through education, training and research in responsible advertising, while equipping students with the knowledge and perspectives needed for the evolving communications landscape.The MoU was formally signed by Prof. (Dr.) Navin M. Punjabi, Principal of the College, and Ms. Namrata Bachani, Director, ASCI Academy, followed by the exchange of signed documents in the presence of attendees.Speaking on the occasion, Prof. (Dr.) Navin M. Punjabi, Principal, K.P.B. Hinduja College of Commerce, said, "The signing of this MoU with ASCI marks a meaningful step in strengthening experiential learning, reflecting the College's continued focus on bridging academic learning with industry relevance and ensuring our students gain structured exposure to real-world industry practices while building skills that prepare them for evolving professional landscapes." Under the partnership, K.P.B. Hinduja College of Commerce will promote ASCI-certified learning, webinars, research and consumer awareness initiatives, while ASCI Academy will provide access to e-learning courses, industry interactions, Faculty Development Programmes (FDPs) and collaborative research opportunities. The collaboration advances K.P.B. Hinduja College of Commerce's mission of nurturing socially conscious professionals by combining academic excellence with industry relevance, reflecting the Hinduja Foundation's enduring commitment to education and nation-building.

Communications strategist Jasmin Woolf and journalist Faye Bradley have launched The Blended Agency, a Hong Kong-based creative marketing consultancy that combines public relations, editorial storytelling and flexible specialist talent for lifestyle-driven brands.The new agency will offer integrated services spanning public relations, media relations, content strategy, editorial, social media, events and creative marketing, targeting clients across the fashion, hospitality, lifestyle and culture sectors.The founders say the agency has been designed around a lean "core-plus-flex" operating model, replacing traditional agency structures with a founder-led team supported by a curated network of freelance specialists tailored to individual client briefs.Woolf brings nearly a decade of experience in copywriting and communications, having worked with brands including Cathay Pacific, Asia's 50 Best Restaurants, DHL, the Hong Kong Tourism Board, Wavemaker and Mr Simms Sweet Shop. Her expertise spans brand communications, campaign strategy and content development across Hong Kong and wider Asia.Bradley is an established journalist and editor whose work has appeared in publications including Lonely Planet, The MICHELIN Guide, Business Insider, Variety, CNN Style, Tatler Asia, Business Traveller, Time Out, Travel Weekly Asia and the South China Morning Post. She is also the founder of luxury lifestyle publication CSP Times and co-founder of corporate travel platform SUITS Travel and culture magazine Paradigm Haus.Explaining the rationale behind the agency, Woolf said brands increasingly prefer agile teams over conventional agency structures."The traditional agency model, with its layers of unnecessary executives, bloated teams and fixed overheads, simply wasn't designed for this moment," she said."The gig economy has fundamentally transformed how talent works and how brands access it. At The Blended Agency, clients work directly with the founders while we assemble specialist teams of photographers, videographers, designers, PR professionals and SEO writers based on each brief."Bradley said the agency's editorial heritage and cross-generational leadership offer clients a broader understanding of today's audiences."Our approach is shaped by our own backgrounds. I come from journalism and editorial storytelling, while Jasmin's expertise is in PR and brand communications," she said."I represent Gen Z, while Jasmin brings the Millennial perspective, giving us a broader understanding of how different audiences discover, engage with and connect with brands."The launch reflects a wider shift across the communications industry towards more flexible, specialist-led agency models, as brands increasingly seek senior strategic counsel without the overheads associated with traditional full-service agency structures.(Source: telummedia.com)

Independent public relations and marketing agency Mutant has secured the communications and branding mandate for IHH Healthcare, supporting the healthcare group's corporate reputation and stakeholder engagement across Singapore and Malaysia.Under the appointment, Mutant will provide integrated communications services, including public relations, social media management, corporate storytelling and brand communications for IHH Healthcare at the group level across both markets.The account will be managed through Mutant's regional network and specialist healthcare communications team, leveraging the agency's experience advising healthcare providers, healthtech companies and patient-focused organisations across Asia.The partnership comes as IHH Healthcare continues to strengthen its corporate identity following a recent brand refresh. The communications programme will focus on reinforcing the group's reputation around clinical excellence, patient-centred care, healthcare innovation and corporate trust.Headquartered in Malaysia, IHH Healthcare is one of the world's largest private healthcare groups, operating more than 80 hospitals across 10 countries through brands including Gleneagles, Pantai, Mount Elizabeth, Parkway East, Parkway Shenton, Acibadem and Fortis. The group continues to invest in digital transformation, AI-enabled healthcare and new models of patient care as demand for private healthcare grows across Asia.Lina Marican, Regional Managing Director at Mutant, said healthcare communications now require organisations to build trust through transparency and credibility rather than simply raising awareness."Patients, caregivers, healthcare professionals and policymakers are all seeking greater transparency, credibility and confidence in the organisations they engage with. We're delighted to deepen our partnership with IHH Healthcare and support the organisation across Singapore and Malaysia," she said.Marican added that IHH Healthcare is well positioned to contribute to industry discussions around healthcare innovation, clinical excellence and the future of healthcare delivery in Asia.Janet Low, Vice President and Group Head of Communications and Branding at IHH Healthcare, said strategic communications play an increasingly important role in strengthening stakeholder trust and supporting the company's long-term transformation."As we continue to evolve our corporate brand and reinforce our position as a multinational healthcare leader, it is important that we tell our story in a way that reflects both the strength of our clinical excellence and our vision for the future of healthcare," she said.Low added that Mutant demonstrated a strong understanding of IHH Healthcare's business and stakeholder landscape, and will support the group's leadership narrative across innovation, AI-enabled care, emerging care models and patient-centred healthcare.

Ed Williams, Edelman's President, International, will step down from his executive leadership role in August, bringing to a close a 15-year tenure during which he helped shape the firm's expansion across the UK, Europe, the Middle East and Africa.Williams joined Edelman in 2011 as Chief Executive Officer for the UK and Ireland after serving as Director of Communications at the BBC and previously Head of Corporate Affairs at Reuters. He was promoted to President and CEO for Europe, the Middle East and Africa in 2019 before assuming the role of President, International, in 2023.Following his departure, Edelman's regional leaders will report directly to Mainardo de Nardis, the firm's Global President and Chief Operating Officer.Announcing the leadership change, Global CEO Richard Edelman credited Williams with playing a pivotal role in strengthening the agency's international business and advising clients through major corporate milestones."Ed has made an extraordinary contribution to our business and has been one of our most trusted leaders and advisers," Richard Edelman said. "He has helped guide clients through some of their most consequential moments, providing counsel on reputation, corporate positioning, crisis situations, M&A, transformations and executive transitions."He added that Williams was instrumental in transforming Edelman's London operation into one of the UK's leading communications consultancies while laying the foundations for the firm's broader regional growth.In a message to employees, Williams said he had decided the time was right to begin a new chapter focused exclusively on senior client advisory work."After 15 remarkable years at the firm, and with the tank still full, now was the time to explore creating something of my own, exclusively in the client advisory space," he said.Reflecting on his career at Edelman, Williams described it as "the ride of a lifetime", highlighting the opportunity to lead the UK business, steer the EMEA region through the COVID-19 pandemic and later oversee the firm's international operations.His departure comes as global communications agencies continue to adapt their leadership structures amid growing demand for strategic reputation, crisis and transformation advisory services, with senior executives increasingly launching independent advisory practices focused on board-level counsel.

Pooja Laddha has joined AllianceBernstein as Director of Communications, marking a new chapter in her communications and employer branding career.In her new role, Laddha will lead strategic communications initiatives, working closely with business and leadership teams to strengthen the firm's corporate voice, executive visibility, employer brand, and storytelling efforts.She joins AllianceBernstein after serving at Equifax, where she most recently held the position of Senior Employer Branding Manager. Prior to that, she was Assistant Vice President, Communications & Employer Branding at Credit Suisse.Over the course of her career, Laddha has held communications, branding, and marketing roles across organisations including Vibrent Health India, CRIF India, Catalon Technologies, Parkar Consulting Group, Sears Global Technology, and Pragmatic Techsoft. Announcing her appointment on LinkedIn, Laddha shared that she is looking forward to leading strategic communications at AllianceBernstein and partnering with leadership teams to amplify the firm's voice while showcasing the impact of its people, culture, and business.

WE Communications has reduced its global workforce by fewer than 2%, with the job cuts concentrated primarily in the US as the agency responds to continued budget pressure from technology-sector clients.The independent communications agency confirmed that the layoffs do not affect its Asia-Pacific operations, including offices in Singapore, Malaysia, China and Australia.In a statement, WE Communications said the workforce reduction formed part of its annual planning process ahead of the close of its fiscal year and was driven by changes in client spending."WE Communications reduced its workforce by less than 2% globally, primarily in the U.S., in response to budget pressure from technology-sector clients," the agency said."It was part of our annual planning ahead of fiscal year close. We will not be disclosing further details at this time."The latest restructuring follows a separate round of layoffs at the agency's Singapore office in 2025, when roles across creative, digital, public relations, communications, operations, special projects and integrated marketing teams were impacted.Founded in 1983 by Melissa Waggener Zorkin and Pam Edstrom, WE Communications has built a strong reputation in the technology, healthcare and consumer sectors, with a global network spanning North America, Europe and Asia-Pacific. The agency has long counted major technology companies among its clients, making it particularly exposed to fluctuations in tech-sector marketing and communications budgets.The latest cuts come as agencies across the communications and advertising industry continue to recalibrate their cost structures amid softer client spending, AI-driven operational changes and ongoing economic uncertainty.The broader holding company sector has also undergone significant workforce restructuring over the past year. Interpublic Group (IPG) disclosed in late 2025 that it eliminated approximately 800 positions during the September quarter, bringing its total workforce reductions for the year to around 3,200 employees as it sought to improve efficiency and align costs with client demand.The agency industry has faced sustained pressure since 2024 as marketers tighten discretionary spending, particularly in the technology sector, prompting agencies to streamline operations while increasing investments in artificial intelligence, data capabilities and integrated services.

Dublin-headquartered biopharmaceutical company Jazz Pharmaceuticals has appointed Erica Jefferson as its first Chief Communications Officer, creating a unified communications function that brings together the company's external and employee communications under a single leadership structure.Jefferson will report to President and CEO Renee Gala and work closely with the company's investor relations and transformation teams as Jazz advances its corporate strategy and stakeholder engagement efforts."She brings a patient-centric approach to communications, has a reputation for leading and building high-performing teams, and applying her diverse communications experience to build and strengthen corporate and brand awareness," Gala said in a LinkedIn post announcing the appointment.Jefferson joins Jazz after serving as an Advisory Council Member at Real Chemistry, where she advised clients on strategic communications, public affairs, thought leadership and regulatory issues. She previously held senior leadership roles as Senior Vice President of Corporate Affairs at ReCode Therapeutics and Associate Commissioner in the U.S. Food and Drug Administration's Office of External Affairs.Commenting on the appointment, Gala said Jefferson's team will play a key role in evolving how Jazz is perceived by its stakeholders as the biopharmaceutical company pursues its long-term growth ambitions.

Apeejay Surrendra Park Hotels Limited (ASPHL) has appointed Ruchika Pandit as Corporate Director – Communications, PR & Branding. In her role, Pandit will lead corporate communications, public relations, brand strategy, content and reputation management across ASPHL's portfolio, including THE PARK Hotels, THE Park Collection, Zone by The Park, Zone Connect by The Park and Flurys. With over 18 years of experience across luxury, lifestyle, retail and media, Pandit brings expertise in strategic communications, brand marketing, content, digital marketing and experiential campaigns. Over the course of her career, she has held leadership roles with Reliance Brands Limited, Aditya Birla Fashion & Retail, Future Group and TV Today Network, driving integrated marketing and communications initiatives for leading brands including Giorgio Armani, HUGO BOSS, Paul Smith, Tarun Tahiliani, Tasva and Cover Story. Commenting on the appointment, Vijay Dewan, Managing Director, Apeejay Surrendra Park Hotels Limited, said, "Ruchika's experience across luxury brands, strategic communications and integrated marketing makes her a valuable addition to our leadership team. As we continue to strengthen our portfolio and brand presence, her expertise will help drive deeper engagement with our audiences and stakeholders." Ruchika Pandit said, "THE PARK Hotels has always been a pioneer in creating experiences that go beyond hospitality, bringing together design, culture, food, art and entertainment in a way few brands have done. I am excited to join the organisation and contribute to shaping the next chapter of its brand story while strengthening engagement across its diverse portfolio."

Tataki Auckland Unlimited, Auckland Council's economic development, tourism, events and cultural agency, has appointed Kiri Coughlan as Strategic Relations Manager, strengthening its stakeholder engagement and strategic communications capability.Coughlan joins the agency after three years as Director of Communications and Engagement at The University of Auckland, where she led communications and engagement initiatives for New Zealand's largest university.She brings extensive in-house communications experience across the education, consumer and telecommunications sectors, having previously held corporate communications roles within leading consumer and telco organisations.In her new role, Coughlan will support strategic relationships and stakeholder engagement as T?taki Auckland Unlimited continues its work to promote Auckland's economic development, major events, visitor economy and cultural sector.Previously, she was Director of Communications and Engagement at The University of Auckland.

Australian AI infrastructure company Sharon AI has appointed Sarah Murray as its inaugural Head of Communications and Corporate Affairs, as the company strengthens its executive team to support its next phase of growth in the rapidly expanding artificial intelligence sector.The newly created role will see Murray lead Sharon AI's corporate communications, public affairs, executive visibility and stakeholder engagement strategy as demand for sovereign AI infrastructure continues to grow across Australia.Murray joins Sharon AI after more than seven years at Thrive PR + Communications, where she most recently served as Group Account Director and led the agency's Technology & Innovation practice. She brings over 15 years of communications experience spanning Australia and the UK, having advised technology companies, startups and enterprise brands on corporate reputation, media relations and strategic communications.Murray said: "Sharon AI is one of Australia's most transformative startups, building the future of AI infrastructure. As AI transforms industries, economies and the way we work, the infrastructure underpinning it matters more than ever."I'm energised at the opportunity to play a lead role in Sharon AI's future growth, adopting a modern approach to communications built for the AI era."Sharon AI is developing AI-focused cloud infrastructure designed to support enterprises, governments and AI developers with high-performance computing capacity, positioning itself within Australia's growing sovereign AI ecosystem. The appointment comes as organisations increasingly invest in local AI infrastructure to meet rising demand for generative AI applications, data sovereignty and advanced computing capabilities.Murray's appointment reflects Sharon AI's focus on strengthening its corporate profile as competition intensifies among AI infrastructure providers both in Australia and globally.

Siam Piwat Group, a leading real estate and retail developer, and operator of world-class destinations including Siam Paragon, Siam Center, Siam Discovery, ICONSIAM and Siam Premium Outlets Bangkok, has appointed The Bureau of Wonders (BOW) as its international public relations consultant to support global communications for Siam Paragon Bangkok Watch Week 2026.The Bureau of Wonders (BOW), a leading strategic communications and luxury brand consultancy, will collaborate with Siam Piwat to lead international market communications, elevate global awareness, and strengthen Siam Piwat's position as a leading luxury destination developer. Returning for its second edition, Siam Paragon Bangkok Watch Week 2026 will take place from 22–27 September 2026, reinforcing Bangkok's position as Southeast Asia's emerging capital of watch culture and haute horology. The event will bring together renowned watchmaking maisons, collectors, and connoisseurs from around the world to celebrate craftsmanship, innovation, and the heritage of fine timepieces. Through this partnership, Siam Piwat aims to enhance international media engagement and further establish Thailand as a global destination for luxury, tourism, and retail experiences.The Bureau of Wonders is a communications agency known for its expertise in public relations, events, content creation, and brand strategy with a focus on luxury, fashion, retail, beauty, lifestyle, hospitality, F&B, and the arts.

Petrie PR has been named the communications agency for luxury hospitality and lifestyle group Bound & Beyond, adding another premium hospitality client to its portfolio.As part of the appointment, Petrie PR will manage the group's corporate communications and media relations strategy, with a focus on strengthening brand storytelling, executive profiling and media engagement across the luxury travel, hospitality, lifestyle and business sectors.Bound & Beyond oversees a collection of high-end hospitality and dining destinations, including Capella Bangkok, Four Seasons Hotel Bangkok at Chao Phraya River, Zephyr, and Jul's. The company is also expanding its portfolio with the upcoming launch of The Moken Club and its new hospitality brand, KAIA Koh Phangan, both expected to debut later this year.The partnership comes as Bound & Beyond continues to grow its presence in the luxury hospitality market, with Petrie PR supporting the group's communications strategy and enhancing visibility for its brands and leadership.

Singapore-based communications consultancy APRW Pte Ltd has strengthened its footprint in the entertainment industry after securing a string of new and returning client partnerships across music and cultural events.The agency has been selected to manage publicity and media relations for the Singapore debut concert of Malaysian vocal group EMPAT, supporting promoter FriedRice Entertainment in introducing the act to local audiences.APRW has also renewed its role as the public relations agency for Singapore River Festival 2026 (SRF2026), marking its third collaboration with the festival after previous campaigns in 2022 and 2025. The 10th edition of the event will celebrate the history, evolution and cultural significance of the Singapore River.In addition, the firm has extended its long-running collaboration with young piano prodigy Mikkel Myer Lee. Since 2021, APRW has overseen the musician's publicity strategy, driving media coverage and influencer engagement as his international profile continues to grow.Commenting on the latest appointments, APRW Managing Director Cho Pei Lin said the agency remains committed to representing talent and events that create meaningful audience connections.She noted that bringing EMPAT to Singapore for the first time is an exciting milestone for fans, while Mikkel's growth into a world-class performer reflects the enduring ability of music to unite people across cultures.The latest mandates reinforce APRW's growing presence in Singapore's entertainment and cultural communications sector, spanning live events, festivals and performing arts.

British luxury watchmaker Bremont has appointed full-service communications agency Élysée Collective as its public relations agency for Australia.Under the mandate, Élysée Collective will oversee strategic communications, media relations, product launches, brand storytelling, editorial profiling, events, partnerships and influencer engagement.The agency will work closely with Bremont's global and Australian teams to strengthen brand awareness and expand the watchmaker's presence in the local market.Alice Moore, Director of Élysée Collective, said the partnership marks an exciting addition to the agency's portfolio."We are thrilled to welcome Bremont to the Élysée Collective portfolio. Bremont is a brand with an extraordinary heritage, an uncompromising commitment to craftsmanship and a distinctive position within the luxury watch category," she said."We look forward to strengthening Bremont's presence in Australia through strategic storytelling, meaningful media partnerships and creative communications that reflect Bremont's pioneering spirit."The appointment reinforces Bremont's focus on growing its footprint in Australia through integrated communications, strategic brand building and increased engagement with media, influencers and consumers.(Image courtesy: Bremont.com)

Abu Dhabi-based integrated marketing and media agency 9Yards Communications has appointed Omar Sarieddine as its Chief Executive Officer, promoting him from the role of Deputy CEO.Sarieddine, who was named Deputy CEO in December 2024 after serving as Chief Operating Officer, will now lead the agency's strategic and operational direction as it continues its regional and international expansion.With more than 28 years of experience in business leadership, operations and strategic marketing, Sarieddine has been instrumental in driving the agency's growth since joining 9Yards in 2020. During his tenure, he helped expand the company's commercial and operational capabilities while strengthening its market presence.As CEO, he will oversee the agency's global operations, including its offices across the MENA region as well as its international hubs in London, Cairo and New York. He will also lead ongoing expansion initiatives as the agency looks to strengthen its international footprint."Omar's strategic vision, operational expertise and commitment to our mission have been central to the evolution of 9Yards," said Hussam Almulhem, Group CEO of 9Yards Holding. "I am confident he is the right leader to guide the agency through its next phase of growth and ensure we continue setting new benchmarks in integrated communications across regional and international markets."Commenting on his appointment, Sarieddine said he is focused on building on the agency's momentum while delivering new milestones in the months ahead."I look forward to achieving the next phase of growth for 9Yards, with several key developments to be announced before the end of the year," he said. "We remain committed to our founding vision of creating, disrupting and challenging industry norms in the best interests of our clients, wherever we operate."Sarieddine's appointment comes as 9Yards continues to expand its presence beyond the Middle East, strengthening its position as an integrated communications agency serving clients across multiple international markets.

Adgcraft Communications, one of the most trusted PR agencies in India, has announced a national-level competition, ‘Honoring The Young Talent’ for undergraduate and postgraduate students pursuing Journalism, Mass Communication, Public Relations, and related media courses. The initiative adds a significant milestone to the company’s journey as it celebrates its fifth anniversary. The competition will take place under its flagship initiative PRISM 2026 (Public Relations Impact Strategy and Media).Through this competition, student participants will get an opportunity to demonstrate their PR knowledge, creative problem-solving abilities, and strategic communication skills. The top three students will be rewarded with cash prizes, the prestigious "Young PR Talent Award," and internship opportunities with Adgcraft Communications, enabling them to gain hands-on experience and practical exposure to the dynamic world of public relations and strategic communications. Through this initiative, Adgcraft Communications aims to identify, encourage, and nurture the next generation of communication professionals.Speaking of the event, Abhinay Kumar Singh, Founder and MD of Adgcraft Communications, said, "As Adgcraft Communications completes five years, we are proud to celebrate our journey of trust and growth. Over the years, we have grown alongside India's evolving communications industry while staying true to our vision of helping brands find their voice and create meaningful impact. Through PRISM 2026, we are extending that commitment by providing the next generation of talent and entrepreneurs to learn, grow, and showcase their potential. We believe meaningful growth comes from sharing knowledge, nurturing talent, and progressing together as a community." 

I.M. Mamlouk & Co., an ADGM-regulated investment firm, has named Narrative One as its communications partner.The investment firm targets established, profitable businesses with enterprise values of roughly $50–250 million, a segment that is arguably underserved by institutional capital despite driving much of the region's economic diversification. Founded by Issam Al-Mamlouk, formerly of J.P. Morgan's investment banking team in New York and Saudi Arabia's Public Investment Fund (PIF) in Riyadh, the firm combines global large-cap discipline and institutional governance to help build the next generation of regional champions.“The Gulf's mid-market is one of the most overlooked opportunities in global private markets — full of strong, well-run businesses that can benefit greatly from strong governance and access to global capital to accelerate their growth. We're building a platform to provide that, and Narrative One understands both private capital and how to communicate what we’re striving to achieve,”  said Issam Al-Mamlouk, Founder & CEO, I.M. Mamlouk & Co.Tarek Fouad, Founder & CEO, Narrative One, added: “Issam is exactly the kind of partner we built Narrative One to serve — global pedigree, real conviction, and a thesis the market needs to hear. Our job is to make sure that by the time the market looks for I.M. Mamlouk & Co., the story is already there.”

At a time when organisations face unprecedented scrutiny from stakeholders, investors, regulators, communities and digital audiences, Corporate Communication & Reputation Advisor Pavan Kaushik has released his fourth book, The Fifth Estate, arguing that Corporate Communication has evolved into an institution shaping organisational trust, credibility and acceptance.Positioned as a boardroom guide for chairpersons, promoters, founders, CEOs, CXOs and communication leaders, The Fifth Estate explores where organisations often go wrong on communication, why communication is frequently excluded from strategic decision-making, and how this oversight can create reputation, stakeholder and business risks.Drawing on more than 35 years of experience across mining, metals, energy, infrastructure, manufacturing and sustainability sectors, the book examines why many organisations continue to underestimate communication despite operating in an era of heightened visibility, digital scrutiny and growing stakeholder expectations.The book is based on Pavan Kaushik’s long-held belief that while businesses invest heavily in operations, finance and technology, they often underestimate the strategic value of communication until a reputation challenge, stakeholder conflict or crisis emerges.At the centre of the book is Pavan Kaushik’s proposition that Corporate Communication deserves recognition as “The Fifth Estate” because of its expanding influence on governance, stakeholder alignment and organisational resilience.“The Fifth Estate status of Corporate Communication has not been granted; it has been earned. More than 125 years of evolution, institutional relevance, stakeholder dependence and professional contribution have made Corporate Communication deserve recognition as an institution shaping trust, reputation and stakeholder confidence,” said Pavan Kaushik.The book argues that many promoters, founders and CXOs continue to view communication as a support activity even as reputation, trust and stakeholder perception increasingly influence business outcomes.“Organisations are increasingly judged by what stakeholders understand, believe and trust about them. Operational excellence alone is no longer sufficient in an environment shaped by constant visibility, digital scrutiny and rising stakeholder expectations,” Pavan Kaushik said.The book examines leadership communication, crisis preparedness, stakeholder engagement, reputation management, community relations and the growing importance of communication in governance and institutional credibility. It presents Corporate Communication as a strategic discipline that influences how organisations are understood, trusted and accepted by stakeholders.“Corporate Communication is no longer a support function operating at the margins of organisations. It is increasingly influencing leadership credibility, governance perception, stakeholder acceptance and long-term organisational continuity,” Pavan Kaushik added.According to the author, the growing significance of Corporate Communication is no longer limited to large corporations but is increasingly relevant for startups, unicorns, MSMEs, SMEs and rapidly scaling enterprises navigating complex stakeholder environments.“Performance creates results. Communication creates understanding. Understanding creates trust. Trust ultimately determines whether organisations earn acceptance, credibility and long-term sustainability,” said Pavan Kaushik.Through The Fifth Estate, Pavan Kaushik seeks to initiate a broader conversation among business leaders on why communication deserves a seat at the leadership table and why it should be viewed as a strategic leadership capability essential to modern organisational success.The Fifth Estate argues that while businesses compete through products, technology and capital, their long-term licence to operate increasingly depends on trust, understanding and stakeholder confidence.

RAIYN, the trust-led communications network built for the future, was unveiled today at the Museum of the Future in Dubai by Mazen Nahawi, Founder and CEO of CARMA and RAIYN.The network brings together four of the region’s leading specialist communications firms, Brazen MENA, Cicero & Bernay, Salient Communication Group and SOCIALEYEZ under a single accountable structure. RAIYN is designed to help organisations across MENA and beyond strengthen their reputation, make better decisions, and deliver outcomes with lasting impact.The organisations RAIYN serves operate in an environment defined by constant change, heightened scrutiny and increasingly complex stakeholder expectations. Reputation and business performance are more closely connected than ever, yet many leaders still navigate them through fragmented advice and disconnected specialists. RAIYN brings these capabilities together into one integrated model.It offers clients a team of owner-operators who bring passion and strength, an integrated platform of insights, strategy, and creativity, specialisation that brings in-depth sector expertise, and measurement that proves value. Every engagement starts with regional expertise and aligned thinking, so that communications are relevant, credible and effective from the outset. Its approach is defined by transparent counsel, clear ownership and accountable delivery. Decision-making stays close to the work, and success is measured by the impact created for clients.Commenting on the launch, Nahawi said: "The people of this region, nationals and expats, are best suited to speak on its behalf. That is the belief on which RAIYN is built. We have brought together the best practitioners in the region, combining creativity, sector expertise, AI mastery and cultural depth. Communications needs a new dawn. That dawn begins with trust. RAIYN is a promise to bring people together, to build respect and to put trust at the centre of everything our industry does."Nahawi, who has spent 30 years helping shape the world’s communications intelligence industry, is joined by four RAIYN principals: Ahmad Itani, Founder and Chief Advisor, Cicero & Bernay; Louise Jacobson, Managing Partner, Brazen MENA; Sean Trainor, Chief Executive, Salient Communication Group; and Tarek Esper, Managing Director, SOCIALEYEZ.Each firm contributes distinct strengths to one connected model.Brazen MENA is an insights-led communications agency shaping reputations and building influence for global and regional brands across lifestyle, luxury and corporate communications. Built on strategy, intelligence, care and genuine partnership with every client.Cicero & Bernay has helped define the evolution of strategic communication across the MENA region, bringing analytical rigour, creative discipline and a culture of measurable outcomes, guided by its enduring principle “Empowered by Facts.”Salient Communication Group is a Riyadh-based strategic communication consultancy helping leaders close the gap between what their organisations do and what stakeholders believe they do.SOCIALEYEZ is the Middle East’s leading team of creative strategists, driven by its philosophy “Create No Matter What,” which brings strategy and execution under one roof and ensures ideas land creatively and deliver commercially.RAIYN brings together more than 700 professionals across strategic advisory, creative, digital and intelligence, and operates within News Group International (NGI), which also owns CARMA, the global media intelligence company. Through CARMA, RAIYN embeds real-time intelligence, analysis and foresight into strategy, counsel and outcome measurement, helping organisations navigate complexity and identify opportunities as they emerge.The name RAIYN reflects the principles on which the network is built. Drawing inspiration from light (Ray), growth (Rain), humanity (Ai), intelligence (AI) and balance (Y/N), it represents the balance between human relationships and technology, intelligence and creativity, ambition and responsibility. At its heart is a belief that the strongest communications are built when different perspectives, disciplines and strengths come together to create trust and lasting value.

The Department of School Education, Andhra Pradesh, has renewed its integrated digital communications mandate with Bubble Breakers, the digital communications arm of PRP Group, for another year, marking the third consecutive year of partnership. The renewed mandate reinforces the trust earned by the firm through its successful execution of integrated digital and media communication strategies aimed at amplifying awareness, engagement, and visibility for key educational initiatives across the state.Under the renewed mandate, Bubble Breakers will continue to drive comprehensive digital and media communication strategies for the Department of School Education, Andhra Pradesh. The agency will work towards generating awareness and enhancing the impact of several transformative educational initiatives including the Supporting Andhra’s Learning Transformation (SALT) Programme funded by the World Bank, Samagra Shiksha initiatives, Mana Badi Nadu Nedu Programme, Jagananna Vidya Kanuka Programme, and various other education-focused campaigns undertaken by the department. Over the past two years, Bubble Breakers has conceptualised and executed several impactful campaigns and digital outreach initiatives including Teachers Best Practices, Manabadi Magazine, and Mega PTM 2.0, among others. Through integrated storytelling, digital engagement, and targeted outreach, the agency has played a significant role in strengthening stakeholder participation and building greater visibility for educational reforms across Andhra Pradesh.As the digital vertical of PRP Group, Bubble Breakers operates as a 360-degree digital strategy and execution partner, specialising in digital communications, social media strategy, influencer engagement, creative content production, performance marketing, and AI-driven digital intelligence. The agency focuses on creating platform-native, insight-led campaigns that build meaningful engagement, credibility, and long-term brand recall while leveraging strong regional and cultural understanding to connect effectively with diverse audiences.Commenting on the renewed partnership, Dr. Sarvesh Kumar Tiwari, Founder, PRP Group, said, “The renewal of our mandate with Samagra Shiksha Andhra Pradesh for the third consecutive year is a matter of immense pride for us. It reflects the trust built through consistent delivery, meaningful communication strategies, and our commitment towards supporting transformative education initiatives. Through Bubble Breakers, we have been able to create impactful and engagement-led campaigns that connect with stakeholders, educators, students, and communities. We remain committed to amplifying programmes that create real impact at the grassroots level.”The client portfolio of Bubble Breakers spans across diverse sectors including government, infrastructure, education, real estate, mobility, and corporate communications. Its key clientele includes NTPC, United Nations Development Programme (UNDP), Pension Fund Regulatory and Development Authority (PFRDA), Rail Land Development Authority (RLDA), Pune IT City Metro Rail Limited, Pandrol Rahee Technologies, Bharti Real Estate, Hero Realty, the Department of Revenue and Land Reforms, Bihar State Food Corporation, Bihar Education Department, and Indian Institute of Management Mumbai, among others.Education continues to remain one of the core sectors of expertise for PRP Group. Over the years, the group has worked with several prestigious educational institutions and organisations including Bihar School Examination Board (BSEB), ICSE Board, IIT Roorkee, IIM Shillong, SGT University, Manav Rachna University, The NorthCap University, MVN Group of Schools, and Apparel Training & Design Centre (ATDC), among others. Through strategic communications and digital outreach, PRP Group has consistently helped educational institutions strengthen engagement, visibility, and stakeholder communication across platforms.

Federal Express Corporation (FedEx) Indonesia has renewed its partnership with PRecious Communications, extending the agency's role as its public relations agency of record through December 2028.Under the renewed agreement, PRecious Communications will continue to support FedEx Indonesia across corporate communications, media relations, executive profiling, trade communications and community engagement initiatives.The extension builds on an existing relationship during which the agency provided strategic communications support for FedEx Indonesia across multiple sectors and business priorities."This renewal reflects the confidence we have in PRecious Communications as a partner who understands our operations and the local landscape," said Garrick Thompson, Managing Director, FedEx Indonesia."Indonesia's trade landscape is diverse and constantly evolving, and having a communications partner that understands both the market and our business is important. We look forward to continuing this partnership as we support Indonesian businesses in an increasingly dynamic global trade environment."Commenting on the renewal, Lars Voedisch, Founder and Group CEO of PRecious Communications, said the extended mandate highlights the agency's expertise in navigating complex business and trade narratives."Our clients operate in an environment shaped by geopolitical developments, regulatory changes and shifting trade dynamics. Securing a long-term commitment from a global logistics leader such as FedEx reflects the strength of our corporate communications capabilities," he said.Voedisch added that the agency will continue to develop insight-led communications strategies that strengthen FedEx's market positioning and highlight its logistics and innovation capabilities across the region.

Marsia Labs has launched an operating system for public relations and communications that brings together a team's tools, AI and people into a single workspace. The platform is built around an AI Council that drafts, researches and supports work at speed, and a Human Council of vetted senior operators for the work that needs human craft and judgement.The launch responds to a familiar challenge in comms teams. Day-to-day work is often spread across separate tools for planning, media lists, drafting, transcription and coverage tracking, along with freelancers managed over messaging apps, with little connecting them. Marsia Labs aims to bring these into one place so teams spend less time stitching tools together and more time on the work itself."Communications teams today carry a lot of moving parts across a lot of separate tools," said Anuradha Chandrasekaran, Founder of Marsia Labs. "We wanted to bring those parts into one place, so AI handles the repetitive work, senior people handle the work that needs judgement, and the team has a calmer way to ship the day-to-day."The AI Council is a set of specialist functions rather than a single chatbot. Among them are Journalist Digital Twins, which build a working profile of individual reporters covering their beats, interests and recent stories, so teams can tailor an approach to the right person. A Pitch Doctor reviews and sharpens a pitch before it goes out, checking the angle, structure and framing. A Predictability Engine estimates how likely a journalist is to run a given story, and a Newsjack Radar flags timely moments to enter a developing story. A Coverage Classifier reviews coverage, scores it and drafts reporting for leadership.The Human Council is a roster of vetted senior strategists, writers, designers and producers, briefed on a client's voice from the outset. Teams can engage them by project, day, week or retainer for work such as strategy sprints, crisis support, executive communications, brand design, decks, video and events.Connecting the two is a shared workspace where tasks, approvals, calendar, meeting notes and coverage tracking sit together. A single point of contact lets a user request help from either AI or a human, with the relevant support stepping in.The workspace can also be themed to suit a team's culture, with options inspired by worlds such as Harry Potter and F.R.I.E.N.D.S. Everyday tasks, team rituals and milestones are shaped around a chosen theme, turning routine work into something teams enjoy coming back to rather than another admin chore.Anuradha has spent 12 years in communications, with experience as a journalist, in agencies and in-house at corporates including Practo. Marsia Labs draws on that background across the newsroom, agency and brand sides of the industry.Marsia Labs is localised across 16+ markets including Singapore, Malaysia, China, Hong Kong, Japan, Korea, Indonesia, Vietnam, Thailand, the Philippines, Taiwan, India, the UAE, Saudi Arabia, the UK and the US, with support for local language and media in each market.The company says the platform is designed to learn a team's voice, beat list and preferences over time, improving as it is used. Marsia Labs is available now with a three-day trial that includes the AI Council, the Human Council and the shared workspace, for the whole team, with no credit card required.

Blue Buzz has been inducted as a member of PR Boutiques International (PRBI), a prestigious global non-profit network of founder-led boutique PR agencies operating across more than 30 countries. The announcement was made as part of PRBI’s latest global expansion, which saw five new agencies join the network across India, France, and the United States.Founded in 2015 by Neha K Bisht with a conviction that reputation is a business asset and not an afterthought, Blue Buzz has spent a decade building a reputation for senior-led, strategy-first counsel. Over the years, the firm has partnered with leading names across technology, media and entertainment, BFSI, education, and beyond, advising organisations at pivotal moments in their growth.For Blue Buzz, this membership marks a significant milestone. As a firm that leads with reputation strategy over conventional PR, the partnership with PRBI provides access to a curated global community of senior-led, independent agencies known for delivering executive-level counsel without the overhead of large holding companies. Blue Buzz’s induction into the network reflects the firm’s growing presence across sectors and its work with clients who increasingly operate beyond India’s borders.Neha K Bisht, Founder and CEO, Blue Buzz shared, “Being part of PRBI is a natural extension of how Blue Buzz approaches reputation advisory, with a global perspective and a boutique sensibility. Our clients are building businesses and brands that speak to audiences well beyond India, and this network ensures we can serve them with the same quality of strategic counsel, wherever the conversation needs to happen. This partnership only deepens our connection to a community of award-winning agencies who share our belief that strategy must always come before media.”

Arushi Maheshwari has been appointed Director of Communications, Asia at Live Nation, strengthening the live entertainment giant’s communications leadership across one of its fastest-growing regions.Based in Singapore, Maheshwari will lead strategic communications, media relations, crisis communications and stakeholder engagement initiatives across Asia. Her appointment comes as Live Nation continues to expand its footprint across the region, driven by strong demand for live music, festivals and large-scale entertainment events.Maheshwari brings more than 13 years of experience in corporate communications, reputation management and public relations. She joins Live Nation after holding communications roles at Netflix, where she was part of the streamer’s communications team in Asia, as well as at BookMyShow and Grab. Her career spans the entertainment, technology and consumer sectors, with expertise in brand storytelling, executive communications and issues management.Maheshwari’s appointment comes at a time when Asia is becoming an increasingly important market for global live entertainment companies. Live Nation has expanded its presence across key markets including India, Southeast Asia, Japan and South Korea, capitalising on growing demand for international concerts and music festivals. The company has also deepened its ties with the Indian market through partnerships with BookMyShow, including the launch of the Asian edition of the globally recognised Lollapalooza festival in Mumbai.In her new role, Maheshwari will be responsible for shaping Live Nation’s corporate narrative across Asia, supporting business growth, artist-related communications and reputation management efforts in a rapidly evolving entertainment landscape.

Burson London has made history at the Cannes Lions International Festival of Creativity, becoming only the second PR agency ever to claim the prestigious Grand Prix in the PR Lions category. The agency secured the top honor for its collaborative work with VML London on Nestlé’s "KitKat Heist" campaign.The historic win marks a significant milestone for the PR sector, which has traditionally seen creative advertising agencies dominate the category since its introduction. Burson follows Golin, which became the first PR agency to take home the PR Grand Prix two years ago for its Specsavers campaign.This year’s PR Lions competition awarded a total of 37 trophies, including one Grand Prix, seven Gold, 12 Silver, and 17 Bronze Lions.Turning a Supply Chain Crisis Into Global Earned MediaThe "KitKat Heist" campaign was born out of real-time creative crisis management. Shortly before Easter, a logistics shipment containing more than 12 tonnes of KitKat bars was stolen en route from Italy to Poland. Rather than handling the multi-ton theft through conventional corporate communications and quiet supply chain adjustments, Nestlé and its agency partners capitalized on the incident.The brand publicised the theft and launched a global earned-media activation, turning consumers into digital "chocolate detectives." Backed by a live digital shipment tracker, the campaign allowed audiences to verify if their local store purchases were linked to the stolen batch. The strategy effectively converted a high-risk operational vulnerability into a massive, highly engaging brand asset.The New Benchmarks for PR Impact: Participation Over InterruptionDana Tahir, PR Lions Jury President and CEO of Havas Red Middle East, noted that this year's judging panel filtered entries through a strict metric of organic consumer pull."We always came back to ask this question: would anyone care about this if nobody paid them? Would they talk about it? Would they share it? Would they pass it on?" Tahir said.Tahir highlighted a broader industry shift where successful brands are moving away from traditional ad placement and interrupting consumer habits, choosing instead to act as "cultural custodians.""The strongest work wasn't designed to interrupt culture, it was designed to participate in it," Tahir added, explaining that the winning campaigns consistently blended cultural relevance with solutions to real-world business or social problems.The jury also praised a visible transformation in the corporate crisis communications sector—traditionally a discipline rooted in extreme caution. "This year’s work changed the rules entirely," Tahir stated. "They didn't just manage a crisis, they transformed it into a cultural moment, proving that creative bravery and crisis can coexist."Global and Regional HighlightsThe United Kingdom maintained a dominant presence across the PR categories. Beyond the Grand Prix, VML London and Burson London secured two additional Gold Lions for "KitKat Heist." Other UK Gold winners included Golin London for Specsavers’ "The Relationship Aid" and Adam & Eve\TBWA London for Columbia Sportswear’s "Expedition Impossible."International Gold Lions were awarded to:• Grey Argentina: For "One More Question," a healthcare campaign developed for the cancer charity LALCEC.• VML Paris: For "T-Rex Leather," an activation promoting bio-engineered, lab-grown leather.• Rainbow Lobster and Comando Con Venezuela: For the "600K Network," a campaign built to scale and safeguard democratic participation in Venezuela.From an APAC perspective, Singapore delivered the region's strongest performance, with Ogilvy Singapore locking in two Silver Lions for "Vaseline Originals." China followed in the Bronze tier, represented by Ogilvy Shanghai’s "Viagra Blue Brands" campaign for Viatris.Tahir concluded that the 2026 winners should serve as a blueprint for executive leadership teams globally. "We really hope this year's work serves as a reminder that the greatest opportunities often hide in a brand's biggest challenges. If handled with creativity and courage, they can become your brand's biggest moment."

Reuters has named Chris Wade as Vice President, Communications, bringing aboard a seasoned corporate affairs and media communications leader with experience spanning global advertising, journalism and publishing.Wade joins the international news and information organisation after serving as Chief Communications and Corporate Affairs Officer at WPP, where he oversaw reputation management, corporate communications and stakeholder engagement for one of the world's largest marketing services groups. Prior to WPP, he spent several years at Guardian Media Group as Director of Communications, helping shape communications strategy for one of the UK's most prominent news organisations.Based in London, Wade will lead Reuters' global communications function and serve as a member of the executive committee. His remit will include external communications, corporate reputation, media relations and brand-building initiatives across both Reuters' editorial operations and commercial businesses.He will report to Amy Messano, Chief Marketing and Communications Officer, while also working closely with Reuters President Paul Bascobert on strategic communications priorities.Announcing the appointment, Bascobert highlighted Wade's understanding of the Reuters brand and its commitment to independent journalism, noting that his experience across media and corporate communications made him a strong fit for the organisation's next phase of growth.Wade is expected to begin the role in July.The appointment comes at a time when global news organisations are placing greater emphasis on brand trust, audience engagement and strategic communications as they navigate rapid changes in the media landscape driven by digital transformation, artificial intelligence and evolving consumer news habits.Founded in 1851, Reuters is one of the world's largest international news agencies, providing real-time news, market data and information services to media organisations, businesses and financial institutions across more than 200 locations worldwide.

Independent earned-first and social creative agency alt/shift/ has been appointed to oversee public relations for OMODA JAECOO in Australia, adding one of the country's fastest-growing automotive brands to its client portfolio.The appointment, made by Chery Motor Australia, will see the agency lead media relations, press office management and strategic communications activities aimed at strengthening OMODA JAECOO's profile among Australian consumers, industry stakeholders and the broader media community.The partnership comes as OMODA JAECOO continues its rapid expansion in the Australian market. The automotive marque, part of China's Chery Group, has been building momentum through a growing vehicle lineup and an expanding national dealership network, positioning itself as a challenger brand in the highly competitive SUV segment.According to Roy Munoz, Chief Commercial Officer at Chery Motor Australia, earned media will play a key role in supporting the brand's next phase of growth."OMODA JAECOO has had an extraordinary start in Australia and earned media is a critical part of how we continue to build the brand's credibility and presence. alt/shift/ brings the strategic thinking and media relationships to help us do that, and we're excited to have them as our partner," he said.Sam Vassos, Managing Director of alt/shift/ Melbourne, said the agency was attracted by the scale of the brand's growth ambitions and its increasing relevance in the local automotive market."OMODA JAECOO is one of the most compelling brand stories in Australian automotive right now. The growth trajectory is extraordinary and the product is genuinely earning its place in the market," Vassos said."We're thrilled to bring our earned media expertise to a brand with this much momentum and help amplify its story in ways that resonate with Australian audiences."The account win further strengthens alt/shift/'s presence in the automotive sector, as brands increasingly look to earned media, creator engagement and integrated communications strategies to build trust and differentiate themselves in a crowded marketplace.

Aditi Krishnan has joined L'Oréal India as India Lead – External Communications.Krishnan announced the move on LinkedIn, marking a new chapter in her communications career. In her new role, she will lead external communications for L'Oréal in India.Prior to joining L'Oréal, Krishnan was associated with AB InBev India, where she most recently served as Senior Manager – Communications. During her tenure at the company, she also held the position of Manager – Communications.Before moving in-house, Krishnan spent nearly five years at MSLGROUP India, where she progressed through multiple roles including Public Relations Executive, Senior Executive and Public Relations Manager.Earlier in her career, she worked as a Public Relations and Global Communications Intern at FleishmanHillard. Her professional experience also includes roles at Park Hyatt Chennai, where she served as Team Leader Front Office and Operation Support Colleague, and with The Oberoi Group as a STEP Trainee.

Ruchita Masrani has joined Unilever as Public Relations Manager for its Beauty & Wellbeing portfolio in India.Masrani announced the move on LinkedIn, where she shared that she will be leading public relations for Unilever’s Beauty & Wellbeing brands.Prior to joining Unilever, Masrani spent over a decade at MSLGROUP India, most recently serving as Associate Vice President. During her tenure, she worked across consumer and lifestyle communications, developing communication strategies for brands in the beauty, lifestyle and aviation sectors.Over the years, she held multiple roles at MSLGROUP, including Associate Director, Senior Manager and Senior Account Executive, building extensive experience in brand communications, influencer marketing and crisis management.

Game developer Roblox has announced the appointment of Marc Johnson as the company’s next Chief Communications Officer (CCO). Johnson will oversee Roblox’s corporate communications, media relations, and brand narrative, highlighting our commitment to safety and sharing our innovative vision externally and with the broader Roblox community.“I’m excited to join at this juncture in Roblox’s journey. The company’s global standard for safe, healthy, and age-appropriate youth engagement has never mattered more to stakeholders across the globe,” Johnson said. “I’m committed to telling the story of the platform, the creator community, and the many opportunities Roblox is creating for millions of people around the world.”A veteran strategic communications leader, Johnson is known for translating data-driven insights into authentic brand narratives that resonate with core strategic audiences and business stakeholders alike. Johnson most recently served as Vice President of Content Studio at Meta and prior to that, as Meta’s Vice President of Corporate Communications. As Managing Director and Global Head of Digital Strategy at APCO Worldwide, he supported communications and brand strategy for clients across Fortune 500 organizations and world governments.Johnson’s experience building world-class communications organizations and shaping narratives around transformative business milestones makes him a strong addition to Roblox as we enter our next chapter of growth.

Real estate services firm Cushman & Wakefield has strengthened its communications team with the appointment of Christine Joy Fojas as Marketing and Communications Manager in the Philippines.In her new role, Fojas will lead the company's marketing and corporate communications efforts, overseeing brand strategy, media engagement, corporate storytelling, social media communications, event management, and crisis communications initiatives. She will also support efforts to enhance the firm's visibility and reputation across key stakeholder groups.Fojas joins Cushman & Wakefield after more than seven years with DB Schenker, where she held communications responsibilities spanning media relations, editorial content development, branding, research, and corporate communications. During her tenure, she contributed to strengthening the logistics company's external communications and brand positioning across multiple channels.Her appointment comes as Cushman & Wakefield continues to expand its focus on integrated marketing and communications strategies amid evolving client demands and a rapidly changing commercial real estate landscape across the Asia-Pacific region.

Klook Singapore has named Mutant as its communications agency following a competitive pitch process, entrusting the agency with efforts to strengthen brand visibility and thought leadership in the travel sector.The partnership will focus on reinforcing Klook’s standing as a leading source for travel experiences and destination insights across the Asia-Pacific region. Mutant will support the company through strategic communications, storytelling initiatives, and trend-driven content aimed at modern travellers.According to the company, Mutant’s appointment was driven by its audience-focused communications approach and its expertise in connecting with younger consumer segments. The agency also demonstrated a strong understanding of the changing digital discovery landscape, where AI-powered search tools, social platforms, creator content, and online communities increasingly influence travel decisions.As travellers adopt new ways to research and plan trips, Klook is placing greater emphasis on content that helps consumers navigate destinations, experiences, and emerging travel trends. The company intends to leverage local market insights and compelling narratives to engage experience-driven travellers, particularly Gen Z audiences.Under the mandate, Mutant will work closely with Klook Singapore to elevate destination-focused storytelling, amplify travel intelligence, and spotlight evolving consumer behaviours shaping the tourism industry.Commenting on the partnership, Lina Marican, Regional Managing Director at Mutant, said travel discovery is undergoing significant transformation as consumers move beyond traditional search channels and increasingly rely on AI tools, social media, creators, and peer communities for recommendations. She added that brands now need to build credibility and visibility across multiple touchpoints, and expressed confidence that Klook is well positioned to lead conversations around travel inspiration and discovery in Singapore.

Ralph Lauren has appointed Claudia Crosby as Head of Marketing, PR & Communications for Australia and New Zealand (ANZ). In her new role, Crosby will oversee the brand’s marketing, public relations, and communications strategy across the ANZ region, working closely with regional and global teams to strengthen brand visibility and consumer engagement.Crosby brings extensive experience in marketing, communications, and brand building, having worked across luxury, beauty, and lifestyle sectors. Over the course of her career, she has led integrated marketing initiatives, strategic communications programmes, and stakeholder engagement efforts for globally recognised brands.Before joining Ralph Lauren, she held senior leadership roles at The Estée Lauder Companies and L'Oréal Group, where she was responsible for shaping brand and communications strategies across multiple portfolios and markets.Her appointment comes as Ralph Lauren continues to strengthen its leadership team and expand its presence across key international markets.

Teamwork Communications Group, a healthcare-focused integrated communications consultancy, has secured the public relations mandate for RG Hospitals, India’s largest chain of urology and minimal access surgery hospitals, with a 40-year legacy of clinical innovation and patient care.Under the mandate, Teamwork Communications Group will drive strategic communications and media engagement for RG Hospitals across Delhi NCR, Ludhiana, Chennai, Kolkata, and Dehradun. The partnership aims to strengthen the hospital chain’s national positioning around advanced urology care, minimally invasive surgery, and technology-led treatment outcomes while amplifying its clinical milestones and patient success stories.Founded in 1986, RG Hospitals has pioneered several advancements in urology and laparoscopic care in India, including the introduction of Lithotripsy in 1987 and early adoption of high-powered Holmium Laser technology. The network has completed over 7,50,000 successful procedures and is recognized for short-stay and minimal access surgeries, offering faster recovery and reduced hospital stay for patients.Commenting on the development, Nikky Gupta, CEO & Co-Founder, Teamwork Communications Group, said, “RG Hospitals has played a defining role in shaping specialized urology and minimally invasive surgical care in India. With a strong clinical legacy and multiple technology-led innovations, the opportunity lies in bringing greater visibility to outcomes-driven healthcare and patient-centric surgical advancements. The communication strategy will focus on highlighting RG’s leadership in stone and prostate management, robotic surgery, and short-stay procedures, while also strengthening conversations around accessibility of advanced surgical care across emerging healthcare markets.”Avinash Ojha, Managing Director, RG Hospitals, added, “Over the last four decades, RG Hospitals has consistently focused on innovation in urology and minimal access surgery, while maintaining a patient-first approach. As healthcare becomes increasingly information-driven, it is important to communicate both clinical advancements and patient outcomes in a meaningful way. The collaboration with Teamwork Communications Group will support structured communication around our centres of excellence, technological milestones, and expansion across key regions, enabling us to reach wider patient communities and reinforce trust in specialized surgical care.”

Edelman has expanded its creator marketing leadership across Asia-Pacific with the appointments of Sushant Vithaldas as Head of Creator Marketing, India, and Vimlarithan (Rithan) Vijaya as Creator Marketing Leader, Southeast Asia.Based in Mumbai, Vithaldas will lead the firm's creator marketing practice in India, while Vijaya, based in Malaysia, will oversee creator strategy across Southeast Asia. The appointments are aimed at deepening Edelman's creator capabilities and integrating creator-led solutions more closely with social, paid and performance marketing programmes across the region.The move comes as brands increasingly turn to creators to build trust, cultural relevance and audience engagement in an evolving media landscape. Edelman said rising client demand across Asia-Pacific is accelerating the need for market-specific creator strategies that combine influence, storytelling and measurable business outcomes.Kenny Gold, Global Chief Creator Officer at Edelman, said the appointments reinforce the agency's focus on what it calls the "Trusted Creator" model."In an era where audiences increasingly rely on people and communities they trust, creators play a critical role in shaping influence. Sushant and Rithan bring deep market expertise that will help clients build meaningful engagement through earned-led storytelling and partnerships with influential voices across the region," he said.Rakesh Thukral, CEO, Asia Pacific at Edelman, added that creator partnerships have become an essential component of modern communications strategies."Creators are now central to how influence is earned and sustained, particularly in Asia-Pacific's highly diverse and fast-moving markets. Whether B2B or B2C, organisations today need creator partnerships to effectively connect with audiences. These appointments reflect our continued investment in helping clients build programmes that earn both attention and trust," he said.Expanding Creator Marketing in IndiaVithaldas joins Edelman with more than 20 years of experience spanning marketing, digital strategy, content and brand communications.Most recently, he was with Collective Artists Network, where he drove revenue growth and strategic brand partnerships across creator ecosystems and emerging media platforms. Prior to that, he played a key role in scaling integrated digital and creative services at Schbang. His career also includes senior leadership roles with Landmark Group, Dell Technologies and Apple in India."The creator economy is opening new avenues for brands to engage audiences through culture, community and storytelling," said Vithaldas. "Edelman's strength at the intersection of trust, earned media and integrated communications creates a unique opportunity to build impactful creator-led programmes for clients in India."Driving Regional Strategy in Southeast AsiaVijaya brings experience across entertainment, digital media and creator ecosystems. Most recently, he led creator strategy at Monks, overseeing regional and global campaigns for brands including Google and Vaseline.Earlier in his career, he helped develop creator networks at Astro and Rocketfuel Entertainment. Having begun his professional journey as an independent musician, Vijaya brings first-hand experience in audience development and creator-led community building."In Southeast Asia, success depends on understanding what audiences genuinely value and trust," said Vijaya. "Edelman's approach to trust and cultural relevance provides a strong foundation for building creator programmes that are not only visible but also credible, meaningful and enduring."The appointments underscore Edelman's broader investment in creator marketing as brands increasingly shift spend toward influencer and creator partnerships to drive awareness, engagement and long-term brand affinity across Asia-Pacific.

In celebration of the upcoming International Yoga Day, Bloomingdale Public Relations hosted a Yoga & Sound Healing Workshop for its employees, reinforcing its commitment to fostering a positive and supportive workplace culture. Conducted by a renowned yoga practitioner and Founder of Svadhyaya, Devyani Puri Ahuja, the session brought together team members for an immersive experience focused on mindfulness, movement, and stress management. Designed for working professionals, the session included practical desk yoga techniques, breathing exercises, and relaxation practices that employees can easily incorporate into their daily work routines. The initiative reflects the agency's belief in creating opportunities that support employees' overall growth, development and physical and mental well-being.The initiative also acknowledges the vision of Hon'ble Prime Minister Narendra Modi, whose efforts were instrumental in securing the United Nations' recognition of 21st June as International Yoga Day. Since then, the observance has evolved into a global celebration of India's timeless wellness traditions. Beyond its wellness benefits, the workshop offered employees a refreshing opportunity to unwind, recharge, and strengthen team connections through a shared experience centered on mindfulness and self-care. Diana Fernandes, Founder & Group CEO - Bloomingdale Public Relations Pte. Ltd, said: “At Bloomingdale, we believe that our people are our greatest strength, and investing in their growth and overall well-being is integral to building a thriving organization. In our fast-paced communications industry, making time to reconnect and recharge is more important than ever. Simple practices such as taking short breaks to avoid prolonged sitting, doing desk stretches, incorporating deep breathing exercises, and embracing mindful habits can help create both physical and mental balance while enabling meaningful and productive work. Through initiatives like these, we strive to cultivate a culture that prioritizes self-awareness, balance, and a healthier, more mindful approach to everyday life.”Devyani Puri Ahuja, Founder of Svadhyaya, said: "Yoga is far more than a physical practice; it is a powerful tool for cultivating self-awareness, balance, and resilience in an increasingly fast-paced world. For younger generations navigating constant digital engagement and evolving personal and professional demands, yoga offers a meaningful way to enhance mental clarity, emotional well-being, and overall quality of life. I am delighted to partner with Bloomingdale PR on this initiative and encourage more individuals to experience the lasting benefits of incorporating yoga into their daily routines."The workshop reflects Bloomingdale PR's ongoing efforts to create meaningful employee experiences that extend beyond the workplace. By bringing together mindfulness, learning, and community engagement, the agency continues to foster an environment that supports both personal growth and professional development.

Consumers around the world are becoming increasingly wary of people whose beliefs, values and lifestyles differ from their own; and that growing social divide is beginning to shape how they view brands, according to the 2026 Edelman Trust Barometer Special Report: Brand Growth in an Insular World.The study found that nearly two-thirds of consumers globally are hesitant or unwilling to trust people who hold different values, rely on different sources of information, approach social issues differently, or come from different cultural and social backgrounds. That mistrust is increasingly extending to brands, particularly when consumers perceive them as being associated with groups outside their own social or ideological circles.According to Richard Edelman, consumers with what the report describes as an "insular mindset" are twice as likely to reject brands linked to people they see as different from themselves compared with consumers who maintain a more open outlook.The findings suggest that brands are no longer judged solely on their products, services or corporate actions. Instead, consumers are increasingly evaluating brands based on the communities and identities associated with them."Brands have taken on greater social significance," Edelman noted. More than half of respondents (54%) said they feel a sense of connection with others who use the same brands, up eight percentage points from five years ago.One striking consequence of this shift is the rise of what the report calls "secret consumption". Four in 10 Gen Z and Millennial consumers say they use certain brands privately to avoid potential criticism or social stigma from peers.National identity is also playing a growing role in purchasing decisions. Two-thirds of respondents said a company's country of origin is now an important or critical factor when deciding whether to buy from a brand, a five-point increase since 2023. Brands headquartered in China and the United States emerged as the most polarising globally.Trust and relevance drive growthWhile trust remains essential, the report argues that trust alone is no longer enough to secure long-term brand growth.Nearly nine in 10 consumers said trust is a critical purchasing factor, placing it on par with product quality and value. Yet Edelman's research suggests that the strongest growth potential comes when brands achieve both trust and relevance."The combination of trust and relevance effectively doubles a brand's growth potential in a way that neither can alone," Edelman said.The findings challenge a recent trend among marketers who have shifted attention toward popular culture as a relatively safe route to relevance following years of purpose-driven marketing debates.According to the study, utility remains the strongest driver of relevance, cited by 85% of respondents. Identity reflection followed at 81%, community connection at 77%, and emotional resonance at 76%. Pop-culture fluency ranked lowest at 67%."Our data reveals that pop-culture fluency is the least effective way to achieve relevance, yet it is often a brand's default strategy," Edelman said.The report suggests that brands seeking stronger consumer relationships must focus on delivering meaningful value, fostering a sense of belonging and reflecting consumers' identities rather than relying solely on cultural trends or viral moments.The challenge is particularly acute in several major markets. Nearly half of respondents globally believe brands are failing on trust, relevance, or both. The highest levels of dissatisfaction were recorded in Japan, South Korea, Canada, Germany, the UK, the US and France.Earned influence matters more than advertisingFor communications professionals, the report reinforces the growing importance of earned influence over paid messaging.More than four in 10 respondents said that what unpaid voices say about a brand has the greatest impact on trust, compared with just 20% who cited a brand's own communications.Edelman argues that trust and relevance must be earned through experience and third-party validation rather than self-promotion.Among consumers with an insular mindset, unpaid voices are five times more influential than paid brand messaging when it comes to building trust.The report also highlights the importance of trusted networks. Consumers are most likely to believe recommendations from friends and family, people they perceive as similar to themselves, credentialed experts, online reviewers and company employees. Trust levels fall significantly when information comes from CEOs, celebrities or other high-profile public figures.Meanwhile, the influence of content creators continues to strengthen. Among those who follow creators, more than one-third have tried a new brand based on creator recommendations, while many have also discussed brands with friends, adopted new behaviours or paid premium prices because of creator influence.The growth challenge aheadEdelman believes brands face a growing paradox. Consumers increasingly want brands that feel personal, authentic and reflective of their identity, while companies simultaneously need broad appeal to achieve scale and growth.The solution, he argues, lies not in narrower targeting but in building enough trust and relevance that consumers are comfortable sharing those brands with people outside their immediate social circles."The central paradox of growth in 2026 is that consumers want brands to feel more personal, while brands need to become more broadly accepted and global," Edelman said.Brands that successfully combine trust, relevance, strong products and earned influence will be best positioned to turn growing consumer insularity from a barrier into a competitive advantage.

Apurvaa Pandey has been elevated to the role of Global Marketing Communications Manager at International Flavors & Fragrances (IFF).Prior to this appointment, Pandey served as Global Marketing Communications Associate Manager at the company.In her new role, she will continue to contribute to marketing communications initiatives across IFF's global operations. According to her professional profile, her experience spans strategic communications, food systems, sustainability and stakeholder engagement.Pandey has worked across global communications, public affairs, media relations and stakeholder engagement within the food and ingredients sector.Before joining IFF, she was associated with DuPont Nutrition & Biosciences, FleishmanHillard and MullenLowe Lintas Group, where she held communications-related roles.

Bravo Events & Entertainment has appointed Roman Lee as Senior Manager, PR & Communications, strengthening its communications capabilities as the agency continues to expand its events, experiential marketing and brand engagement offerings across the region.Based in Malaysia, Lee will lead media relations, influencer engagement and integrated public relations campaigns for the agency's portfolio of consumer and corporate clients. His remit includes developing strategic communications programmes that support live events, brand activations, corporate engagements and experiential marketing initiatives across multiple sectors.Lee joins the agency with more than eight years of experience in public relations, influencer marketing and integrated communications. Most recently, he served as Account Manager, PR & Influence at Ogilvy Malaysia, where he worked with a range of local and international brands, overseeing media strategy, influencer partnerships and reputation-building campaigns.Throughout his career, Lee has developed expertise in stakeholder engagement, earned media, content-led communications and influencer relations, helping brands navigate an increasingly fragmented media landscape while driving audience engagement across traditional and digital platforms.His appointment reflects growing demand for integrated communications support within the events and experiential marketing sector, where brands are increasingly combining live experiences with influencer engagement, social media amplification and earned media strategies to maximise campaign impact.At Bravo Events & Entertainment, Lee is expected to play a key role in strengthening the agency's communications offering and enhancing visibility for clients through strategic storytelling, media engagement and creator partnerships.