Sheetal Singh, Director, External Communications - Corporate Affairs, at Flipkart, has announced her departure after six years with the company.Singh's career at Flipkart has been marked by significant contributions to the company's communications strategy and reputation management. In her role, she has overseen a talented team of corporate affairs professionals, working closely with leadership to develop and execute impactful communication campaigns.In a heartfelt message to her colleagues, Singh expressed her gratitude for the learning opportunities and the special experience of working at Flipkart. She commended her team members, past and present, for their exceptional talent and collaborative spirit.She wrote on LinkedIN: "After 6 incredible years at Flipkart, my journey is taking a halt. As I look back at those years, I am filled with an emotion of gratitude for the immense learnings I have had. This has truly been a special chapter of my life. To the most brilliant minds in the industry including the leaders I got an opportunity to work with, the amazing Corporate Affairs talent, all past team members and the extended agency partner team members, thanks for lifting the bar high and making this journey worthwhile. Always cheering for @flipkart as I sign off as a Flipster."Singh's career in communications spans over 20 years. This includes stints at Micromax as Head of Communications, Account Director roles at MSL and Rediffusion, and senior consultant experience with Integral PR.

Edelman has joined forces with the World Economic Forum (WEF) to support their upcoming Annual Meeting of the New Champions (AMNC) in Dalian, China. The event runs from June 25th to 27th, 2024.Edelman's role goes beyond traditional support. They'll be providing comprehensive communications assistance, including:Media Relations: Facilitating communication with both Chinese and international media outlets for the WEF media team.Content and Social Media Management: Assisting with the development and distribution of compelling content across the Forum's social media channels.On-Site Support: Providing logistical and communications expertise at the 15th AMNC.Warren Fernandez, Edelman’s CEO for Asia Pacific, said: “We are proud to continue our collaboration with the World Economic Forum, as they facilitate this critical discussion for the APAC region and the rest of the world. As a global firm, we have long been partnering with new champions from across the region to help them scale into international markets and therefore, the topic of this conference aligns closely with our interests and focus. We look forward to working with the team on the ground to share the important stories and developments from the conference with the rest of the world.”

The AFO Group, following a rebrand from Markettiers4DC after investment from Waterland Private Equity, has announced its official entry into the US market. The company, already generating $3 million annually in the US, has established its first North American office in New York City. This strategic move paves the way for a series of planned acquisitions across multiple states.Leading the US charge is Melissa Cruz, (pictured), who joins AFO from Cision. As the newly appointed Client Director, Cruz brings a wealth of experience in media relations strategy, having managed media tours for renowned clients like Ketchum, Ogilvy, and Merck. Her expertise spans diverse sectors, including entertainment, non-profit, pharmaceuticals, and lifestyle. Previously, Cruz honed her skills in event production and post-production, working with industry giants like HBO and Jim Henson Productions.AFO Group CEO Howard Kosky explains the US expansion as a client-driven initiative fueled by Waterland's investment. "We can service a significant portion of our US workload from the UK," says Kosky, highlighting AFO's content production arm, Sassy Create, which frequently collaborates with West Coast film distributors and clients like LinkedIn in San Francisco. "However," Kosky continues, "establishing a US presence is crucial for planned acquisitions on the West Coast and in Austin. We have a long-term vision, and growth won't solely depend on acquisitions. We prioritize finding the right people and cultural fit. While speed is important, we'll only pursue deals that align strategically."The AFO Group, with over 250 employees, boasts a diverse portfolio of agencies beyond broadcast PR specialist Markettiers. This includes international market research consultancy Censuswide, content production agency Through The I, media organization Radio News Hub, podcast consultancy 4DC, data and insights specialist Opinion Matters, and marketing strategist Hollr.

Notably, a boutique agency, has unveiled its all-encompassing content creation programme: the Notably Narrative Lab. This lab offers clients a comprehensive suite of custom content designed to elevate brand awareness, engage target audiences, and build brand credibility.The Notably Narrative Lab kicks off with a thorough assessment of clients' existing content strategy, pinpoint areas for improvement, and craft a personalized plan to maximize the content's impact.Notably's senior team will then shepherd the content creation journey, from brainstorming captivating ideas and crafting compelling copy to strategically distributing content and meticulously tracking key performance indicators (KPIs). The content spectrum encompasses blog posts, website copy, newsletters, thought leadership pieces (op-eds), case studies, white papers, captivating speeches, and more.“Content is the bedrock of any organisation. We created the Notably Narrative Lab to help brands tell their unique story and connect with audiences that matter,” says account director and head of content Emily Steates (pictured).

The Sidemen's cereal brand, Best Cereal, has appointed Sunny Side Up to handle all its corporate, consumer and trade communications, forgoing a competitive pitch process.This news comes after Best Cereal, a collaboration between the hugely popular Gen Z YouTube collective The Sidemen (with over 21 million subscribers) and British oat giants Mornflake, took the UK by storm. Launched in February this year at Tesco supermarkets, it quickly became the fastest-growing cereal brand in the country.The Sidemen, already boasting a successful clothing line, are expanding their foray into the FMCG segment. Their manager, Jordan Schwarzenberger, credits Sunny Side Up's Nick Woods (founder) and Nikita Takhar (account director) for the brand's successful launch.Woods echoes the sentiment, praising The Sidemen's disruptive approach: “Best is a great product, but you don’t have to know too much about the people behind it to understand that they are among the biggest shakers in the industry. Jordan and his team bring an energy, agility and comfort-with-speed that a lot of brands could learn from. It’s exciting to be on board.”Sunny Side Up's food portfolio already boasts impressive clients like Charlie Bigham's, New Covent Garden Market, Driscoll's, British Cherries, and Cheesegeek.c

Cloud TV, India’s first and only provider of white-labelled, turnkey Smart TV and OTT operations systems, has appointed Pitchfork Partners , – a Mumbai-based firm with operations across India – as its new communication partner. With this appointment, Pitchfork Partners will spearhead marketing communications and social media mandates for Cloud TV to build and elevate awareness about the company.Pitchfork Partners, a consultancy reputed for its strategic brilliance, entails a proven track record of successful collaborations with diverse clients. They will draw upon their experience to craft powerful messaging, execute impactful social media campaigns, and manage strategic media relations to further augment Cloud TV’s reputation. Speaking on the appointment, Abhijeet Rajpurohit, Co-founder & COO, Cloud TV, said, “As a company that is paving the way to make smart TVs affordable and digital content accessible on large screens to the Indian audience, we are excited to welcome Pitchfork Partners as our communications partner. Their experience and capabilities will be crucial to helping us achieve our communication objectives as we navigate the business landscape in India. We look forward to working with them to sharpen the brand narrative and create a distinct identity for the organisation.”Cloud TV is India's first TV Operating System (OS), developed by Mumbai-based software company CloudWalker Streaming Technologies. As India’s first and only provider, Cloud TV OS brings features typically available in high-end TV brands to the affordable TV segment in India. With over 200 Apps and Live TV channels, Cloud TV has close to 60 lakh users throughout India. Sharing his views on the appointment, Jaideep Shergill, Co-Founder, Pitchfork Partners, said, “Cloud TV is a pioneer for Smart TV OS in the Indian market. Being a homegrown brand, they’ve accomplished significant milestones over the years. We are proud to work with this Make in India brand, and I am confident that our expertise in managing strategic communication for businesses in the technology and entertainment sectors will play a role in helping them achieve their communication goals.” The collaboration with Pitchfork Partners is set to amplify Cloud TV’s impact, empowering them to reach a larger audience.

Adgully, in collaboration with Comms Adda, recently hosted a webinar titled "Building a Powerful Brand Narrative – The Science of Storytelling and Its Role in Creating a Strong Brand Identity that Resonates with Target Audiences." The session was moderated by Bhaskar Majumdar, Head of Marketing Communications, CSR & Digital at Egis South Asia, and featured insights from Arun Arora, Director Strategy, Communications & CSR at Chetak Group & Foundation, Bhumika Gupta Oberoi, Team Lead Marketing at Boston Consulting Group (BCG), Priya Patankar, Head of Communications at PhonePe, and Rahul Gossain, Chief Strategy and Brand Officer at JSA.Evolution of Brand BuildingBhaskar Majumdar initiated the discussion by posing a question to Arun Arora: "In the last 30 years, how have you seen brand building as a subject change? When I started almost 23-24 years back, brand building used to be more of an advertising space, now it’s PR also, social media also. How do you think brand building has evolved over the years and become an integral part of the communication function?"Arun Arora responded by tracing the origins of storytelling back to ancient India, highlighting its long-standing role in communication. He noted, "If we get into our ancient history of India, storytelling started long ago. It was one of the best ways of communicating across generations, going as far as the time of Ramayana when Luv and Kush went around town narrating the tale of Ram and Sita. This was the way of educating people. There were a lot of literatures that we had, taught through oral recitations by saints, healers, gurus, and teachers. Thus, using story building as a tool to effectively communicate any niche for the story or character has survived. Even now, storytelling can take any form – oral, written, visual, digital, or street play. Ramayana is still played across India, year after year around Dusshera time. Storytelling is in our blood, and that’s how we have evolved."He continued, "This is not true only for India; almost 3000 years ago, the Egyptians started this concept. Even before that, cavemen used cave paintings to communicate. Storytelling is imbibed in human beings and keeps evolving, moving from cave paintings to ChatGPT, the AI tool that generates stories, sometimes more than what is required."The Role of Emotion in StorytellingArun Arora further elaborated on the structure of storytelling: "We all know how we define news in the newspaper using the inverted pyramid concept. Similarly, when we talk about a story, it begins with an interesting, insightful incident, followed by a turning point, a crisis, then the climax, and resolves with a happy ending, which is common in Hindi films. These are the basic tenets of storytelling. Eventually, we are touching the emotional chord of the listeners or the audiences. Once we touch the emotional chord, the brand establishes itself in the psyche of the audience. Converting a definition into a story form gives far greater acceptance. Even when teaching children, we start with storybooks and picture books because their acceptance and comprehension are greater."Purpose-Driven Brand NarrativesBhaskar Majumdar then asked Bhumika Gupta about her thoughts on the emotional aspect of storytelling. Bhumika Gupta responded by sharing a story: "There is a story of a janitor who said he put a man on the moon when President Kennedy visited NASA. The janitor put emotion into the story, defining his purpose. There are two things in the perspective of the story – purpose and emotion. If there is no purpose, you won't connect with the consumers' emotions, and the story won't attract the audience’s attention. The janitor could have just said he was cleaning, but he spoke about his role in a world-important event. That is the role emotions play in a story, making some ads or stories better than others."Strategic Narrative in Diverse MarketsBhaskar Majumdar shared his personal experience with storytelling and then directed a question to Priya Patankar about creating a brand narrative for different target audiences. Priya responded by discussing PhonePe’s approach: "We started strong in tier 2 and tier 3 markets. For us, the problem statement started right from our inception, ensuring the message was appealing. One of the first things was being multilingual from day one, as language is a key part of engagement. Money causes anxiety, so if troubleshooting is in English, vernacular users are lost. Our app, help center, and smart speakers are multilingual. Storytelling is engaging with the consumer at a level where they feel involved. Tailoring communication to the user’s language, style, age, and stage in life makes a lot of difference. AI might take over more DAU communication, but we humanize it as much as possible."She added, "Younger people are digital-savvy and fearless, while older generations need more visual aid. Tailoring our strategy over time to be as targeted as possible, we ensure regional campaigns are specific, like Pongal and New Year. Our CRM and PR strategies are tailored to different regions and occasions."Communication Strategy in Professional ServicesBhaskar Majumdar asked Rahul Gossain about brand building in his services. Rahul responded by explaining the need for an integrated framework: "A brand must have a clear purpose that appeals to various stakeholders, whether internal or external. Effective communication facilitates behavior and cultural change, aligning everyone with the brand’s aspirational values. This applies across professional services, corporates, B2B, B2C, or D2C contexts. The role of communication is to transcend defined aspirations and bind everyone together."The webinar underscored the timeless relevance of storytelling in brand building. With insights from seasoned professionals, it highlighted how purpose-driven and emotionally resonant narratives can create strong brand identities. The discussion provided valuable perspectives on adapting storytelling techniques to different markets and sectors, reaffirming storytelling as a powerful tool in modern brand communication.

Mou Chakravorty has been elevated as Deloitte’s Marketing communications Director. This significant milestone reflects Mou's exceptional contributions and dedication to the field, marking a new chapter in her illustrious career.Mou Chakravorty expresses her elation and enthusiasm about her new role: "I am super happy to share my elevation as Director of Marketing, Brand, and Communications at Deloitte! I am excited for the times ahead, contributing to the roaring success of our firm. This major milestone is a moment of reflection and gratitude."Mou extends her heartfelt gratitude to her colleagues and mentors within Deloitte and the broader marketing and communications industry: "I am grateful to life for the support I've received from Deloitte and my industry colleagues in the marketing and communications fraternity. Their investment in my success has made this achievement possible."With a rich career spanning over 18.5 years, Mou has established herself as a passionate marketer and diligent storyteller. She is keen on devising communication strategies that drive business outcomes. Her expertise lies in technology and consumer sectors, where she excels in demystifying jargon and crafting strategic messages.Mou brings a unique mix of strategic business acumen, subject matter expertise, and robust stakeholder management skills. Her experience has helped global and local brands evolve and reposition themselves in the marketplace through creative content marketing powered by compelling narratives.As Mou steps into her new role, she is poised to lead Deloitte's marketing and communications efforts with renewed vigor and a sharp focus on strategic messaging and measurement. Her leadership is expected to drive further success and innovation for the firm.

Interpublic Group agency Golin recently appointed Jeff Beringer as the company’s first-ever Chief AI Officer (CAIO). This newly created, focused leadership role underscores Golin’s commitment to integrating artificial intelligence (AI) across all aspects of its business operations and client services. The position is effective immediately and reports to Gary Rudnick, Chief Operating Officer, Golin.As CAIO, Beringer will architect and accelerate the implementation of a comprehensive, multi-year strategy to modernize the agency for the AI age. His responsibilities will include driving AI innovation, upskilling Golin’s workforce, and helping design future AI-driven client service models that solidify the agency’s competitive edge. He will also collaborate with IPG to leverage unique Interpublic assets, technologies and strategic partnerships for the benefit of Golin’s teams and clients.“Artificial Intelligence is transforming the way we work, communicate, and create,” said Matt Neale, CEO, Golin. “By appointing Jeff as our Chief AI Officer and embarking on an ambitious AI transformation plan, our clear goal is for Golin to be the first fully AI-integrated global PR agency, focused on delivering best-in-class, future-forward solutions that drive superior results for our clients.”A 20-year Golin veteran, Beringer has a proven track record of leveraging technology to redefine how marketing and communications work gets done. Throughout his career, he has spearheaded numerous initiatives that optimized operations, enhanced client services, and fostered innovation at global agencies. His focus has led to industry distinctions, including recognition as one of PRovoke Media’s 2023 Innovator 25, and a 40 Under 40 honoree by PRWeek in 2013.“Our founder Al Golin always said, ‘fix it before it breaks’—get a ahead of change rather than be disrupted by it. In 2010, this pioneering ambition gave our agency the courage and permission to restructure the traditional agency model from a hierarchy of generalists to communities of specialists under our G4 model,” said Rudnick. “That same forward-thinking spirit will drive AI integration across our organisation now. Jeff’s expertise will ensure a seamless adoption of AI capabilities that empower and equip our teams worldwide to operate at the cutting edge.”Beringer previously served as Golin’s Global President, Digital. As an early leader in digital PR, his foresight and strategic execution helped the firm navigate and thrive in the rise of social media, take its first steps with influencer marketing, and harness the power of data to earn coverage and drive conversations with The Bridge, Golin’s award-winning real-time engagement network. Recently, Jeff has been at the center of the introduction of AI-powered innovations and tools to uplevel Golin’s approach to content testing, campaign and reputation measurement, influencer identification and impact, and misinformation detection.“After two decades at Golin, I’m honored to work alongside our global teams to help drive the agency’s next transformation,” said Beringer. “Golin’s entrepreneurial culture, unique IP and collaborative client partnerships create the perfect conditions to thoughtfully implement AI for the benefit of our people and clients.”Beringer will continue to serve as a strategic advisor to Golin’s mature digital practice and its seasoned global digital leadership team. The award-winning group delivers a variety of services to clients spanning social strategy, content and campaigns, influencers, community engagement, paid media and analytics – all of which will benefit from the agency’s AI evolution.

PR agency Golin has announced the promotion of Rafidah Rashid to Group Managing Director. In this newly created role, Rashid will provide centralized leadership and strategic direction for the agency's Singapore operations.Rashid brings over 13 years of experience in marketing communications to the role. Prior to her promotion, she served as Managing Director of Consumer, overseeing various sectors including beauty, lifestyle, education, and entertainment. Rashid is also a champion for diversity and inclusion, having recently been appointed co-lead of Golin's Asia Pacific Diversity, Equity & Inclusion Council.Previously, Rashid honed her skills at DeVries Global, where she started as an Account Manager and eventually rose to become Managing Director within nine years. She brings a wealth of experience to Golin and will continue to report to Darren Burns, President of Asia Pacific.Expressing happiness over appointing Fidah to this role, Darren Burns, president of Asia Pacific, said that her unmatched energy for innovation, ability to create a vibrant culture, and her unique blend of experience, make her perfect for this role.“Under her leadership, we are evolving a new era that builds off our sustained success in Singapore,” Burns said. Rafidah Rashid said: “As a leader, my mission is to champion industry-first innovations for brands, while empowering our people to reach their full potential."

The Sharjah Government Media Bureau (SGMB) is calling on individuals across the globe to participate in the 11th edition of the Sharjah Government Communication Award (SGCA). Individuals can compete in four distinct categories, focusing on ambitious young individuals with leading communication initiatives, official spokespersons representing government institutions, academics and researchers, and digital content creators transforming the media landscape with their creativity. Nominations are open until August 1st through the website www.igcc.ae.Best Youth InitiativeThe Best Youth Initiative in Government Communication category is dedicated to individuals or youth groups that have launched impactful communication initiatives to strengthen and advance government communication. These initiatives should enhance government communication programmes through innovative tools, effective communication with the public, or inspiring governments to launch projects aligned with the youth campaign’s message.Eligibility criteria include alignment with the general objectives of government communication, such as promoting transparency, raising public awareness, and encouraging youth participation in public affairs. Sustainability, with a clear plan for continuity and development, is also preferred. Additionally, inclusivity and diversity in age, gender, and cultural background are integral criteria, along with compliance with local and international laws and adherence to high ethical standards.Best Official SpokespersonThe Best Official Spokesperson (employed in a government agency) award honours second-line official spokespersons who have demonstrated impactful delivery of government messages, efficiently managing crises, professionalism and innovation, and creating significant positive impact. The winner will be determined based on the media presence, use of various media platforms to enhance their organisation’s image and achieve strategic goals, commitment to ethical and professional standards, adaptability to changes, and the ability to present information innovatively and creatively.Best Purposeful Digital Content CreatorThe Best Purposeful Digital Content Creator awards recognize exceptional individuals in two age categories: one for creators over 18 and another for those under 18. These awards honor content creators who use digital media to make a positive impact. The content must have a tangible impact on society. Applicants are expected to showcase exceptional skills and creativity using digital tools to publish content on social media platforms and achieve wide interaction and continuous engagement.Best Research in Communication SciencesThe Best Research in Communication Sciences is awarded to research that contributes to the development of government communication and presents new and innovative communication technologies, methodologies, and applications. Eligible research must be endorsed by reputable academic institutions or have gained wide recognition and appreciation among readers and professionals, demonstrating a deep understanding of government communication objectives and effectively contributing to achieving them.Submission criteriaTo ensure a successful submission to the SGCA, applicants are advised to submit an executive summary not exceeding 250 words, as well as a comprehensive and organised 1,000 words file that uses headings, paragraphs, and illustrations to support the submission in addition to a summary or table of contents as an overview of the file. It is also recommended that the award file include introductory attachments such as infographics, videos, and photos, all of which must meet the specific criteria of the award category. Participants can submit their works that meet the award's criteria through the website, where comprehensive details about the categories, criteria, and participation requirements for each have been provided.

Steve Miller, who recently stepped down as commercial director at the PRCA, is rejoining the Chartered Institute of Public Relations (CIPR) after a 14-year-long hiatus. In his new role, Miller will concentrate on growing the CIPR's corporate membership base.Miller previously held a similar membership and commercial leadership position at both the PRCA and the ICCO (International Communications Consultancy Organisation). In his newly created role as corporate affiliate consultant, he will target increasing the number of UK PR agencies affiliated with the CIPR.This homecoming marks a return to familiar territory for Miller, who previously dedicated a decade to the CIPR before joining the PRCA in 2010.The CIPR boasts nearly 11,000 individual members alongside a strong corporate membership of 250. This includes agencies like Weber Shandwick (which left the PRCA in 2023), BlackHouse Media, Hard Numbers, Curzon and Jargon, alongside in-house communications teams from Barclays, Balfour Beattie, Centrica, Deloitte, and IKEA. The PRCA currently maintains a corporate membership of around 570.

Storytelling agency Enthral has bolstered its creative prowess with the appointment of Mark Tompkins as Creative Director.Tompkins brings a wealth of experience to the table, boasting 20 years in the industry across agencies like TBWA, DDB, Clemenger, and Ogilvy in both Australia and London.This hire signifies a strategic shift for Enthral, traditionally known for its journalistic storytelling approach. Managing Director Cameron Smith explains the decision:Tompkins said: “I started freelancing with Enthral and quickly realised I wanted to make the agency my next permanent move in my career. Beyond Enthral’s impressive client list, they produce quality work that I know I will be proud to be a part of.”This move positions Enthral to expand its creative offerings while staying true to its storytelling roots.

Blossom Kochhar Group of Companies, a player in the beauty and wellness industry, has hired Supreme Support Consultants, a PR agency specializing in beauty, wellness, and lifestyle, in order to refine and elevate public relations strategies.This collaboration represents a convergence of shared values and beliefs, with both companies deeply rooted in the philosophy of promoting holistic well-being and advocating for 100% natural and sustainable lifestyles. Blossom Kochhar Group's legacy of excellence in beauty and wellness aligns seamlessly with Supreme Support Consultants' expertise in crafting strategic communication tailored to the beauty, wellness, and lifestyle sectors."I am delighted to have associated with Supreme Support Consultants for our PR requirements. It would be an interesting journey with a group of young, like-minded professionals focusing on wellness, beauty, and sustainability,” said Dr Blossom Kochhar, Chairperson Blossom Kochhar Group of Companies.The partnership between Blossom Kochhar Group of Companies and Supreme Support Consultants underscores a shared commitment to innovation, quality, and sustainability. Together, they are poised to redefine standards in public relations within the beauty, wellness, and lifestyle sectors, inspiring individuals to embrace a lifestyle that nurtures their well-being and the planet."We are excited to embark on this strategic partnership with Blossom Kochhar Group of Companies, a visionary leader in the beauty and wellness industry. With our specialized expertise in beauty, wellness, and lifestyle PR, we are well-positioned to elevate and amplify the brand's messaging, resonating with audiences who share our passion for holistic well-being and sustainability," remarked Sheetal Sharma, Director at Supreme Support Consultants.

Fintech giant Block, encompassing Cash App, Afterpay, TIDAL, and Square, has appointed Alice Coulthard to head its Corporate Communications for the Asia-Pacific region.Coulthard joins Block, owned by Twitter co-founder Jack Dorsey, after a successful two-and-a-half-year stint as General Manager at social media agency We Are Social.This move marks Coulthard's first foray into the client-side, taking responsibility for the entire Block brand portfolio."I couldn't be more excited to jump into the world of fintech," said Coulthard. Previously the GM at We Are Social, Coulthard embarks on a new chapter, transitioning from agency work to leading corporate communications for Block across APAC.

By Ashwani Singla, Founding Managing Partner, AstrumDisinformation, the deliberate spread of false or misleading information, has emerged as a major threat in our interconnected world. The World Economic Forum's 2024 Global Risks Report highlights this concern, even above climate change and war on its short-term risk list. Disinformation poses a significant danger to democratic processes, institutional trust, and the stability of businesses and their leaders, across the globe. The Amplification Machine: Social Media and DisinformationSocial media platforms, with their echo chambers and confirmation bias algorithms, act as powerful amplifiers for disinformation. A 2023 study by Astrum titled “Technology Shaping Communications” revealed the rise of Coordinated Inauthentic Behaviour (CIB) by malicious actors. These tactics involve building fake accounts with seemingly harmless content to establish trust, before using them to spread disinformation. Large follower bases then amplify these messages through likes, shares, and comments, further deceiving social media algorithms and propelling the false narratives. Disinformation campaigns are designed to hijack our emotions with fear, anger, and "us vs. them" narratives, exploiting our natural biases and bypassing critical thinking, making us act, share, without checking facts. The rise of AI-generated news outlets creates a veneer of legitimacy for fabricated stories, making it more difficult to identify and stop the spread of misinformation.Disinformation the new Kingmaker?Advancements in Generative Artificial Intelligence (GPT) are lowering the cost and barriers for producing manipulative content. Deepfakes, voice clones, and synthetic media are becoming increasingly accessible and realistic, posing challenges for verification and trust. This is particularly concerning in the context of elections. For example, YouTube in India has seen a surge in unlabelled content, including deepfakes targeting prominent politicians. The short-form video format encourages rapid scrolling and engagement, potentially exposing viewers to a flood of disinformation without proper context. Platforms like Facebook and WhatsApp are used to further amplify these issues, as legitimate regulatory guidelines to remove such fabricated content within 24 hours may not be fast enough to prevent significant damage.Take the example of Taiwanese Elections. In the buildup Taiwan elections, a flood of video content inundated social media platforms, all under the banner of 'the secret history of Tsai Ing-Wen.' These videos, featuring news anchors fluent in both English and Chinese, propagated a series of false claims concerning missile activities and the outgoing president and her party. On the election day itself, January 13th, an audio clip surfaced allegedly depicting Terry Gou, a candidate who had withdrawn from the race in November, endorsing the KMT Party. It was later observed that Mr. Gou had not made any such endorsement.According to media reports, operating behind these coordinated efforts were propaganda groups, known under various aliases such as Spamouflage, Dragonbridge, and Strom 1376. According to the disclosures made by the threat intelligence team at Microsoft, this marked the first instance of a state backed actors utilizing AI-generated content to influence a foreign election. Notably, the videos' news anchors were created using CapCut, an app developed by ByteDance, the parent company of TikTok. At their peak, these videos were shared at an astonishing rate of 100 times per minute. The Taiwan election serves as a warning of the future, where AI-driven disinformation campaigns pose a significant threat, particularly in a year where over 60% of the world population will vote to elect their governments including those in India and the upcoming one in the USA.The consequences of a disinformation-rigged election are dire. They can plummet democracy, deepen social divisions, weaken institutions and public trust in them, strain international relations, further rupturing our RUPT(ured) world. The Corporate Labyrinth: Disinformation as a Reputational MinefieldCompanies and CXOs are not immune to the threat of disinformation. Malicious campaigns can damage corporate reputation, finances, and even lead to operational disruptions. A prominent example is the 2016 deepfake attack targeting PepsiCo and its CEO, Indra Nooyi. Trump supporters snubbed PepsiCo on account of false reports that CEO Indra Nooyi told Americans who voted for him to “take their business elsewhere.” The PepsiCo incident prominent as it may be, was before the era of GPTs. Between this and the Cancel-Culture, companies and executives are navigating a minefield of reputation and risk, inviting more scrutiny from the regulators.Publicly traded companies lose an estimated USD 39 Billion annually due to disinformation-related stock market losses. A single deepfake, like the one depicting an explosion at the Pentagon in May 2023, can cause temporary stock market dips of half a trillion dollars. With rise in phishing and targeted cyber security breaches, deep fakes can also be used to trick employees into giving away sensitive information. Not hard to imagine the legal, reputational and financial consequences of such acts!Combating the Puppet Master: Strategies for a Disinformation-Resilient WorldFortunately, we're not powerless. In the face of disinformation campaigns, companies need both peacetime and wartime tools. During peacetime, it's crucial to build trust and understanding with stakeholders. This means proactively acting on and communicating the company's purpose and values, showcasing the ‘walking our talk’ leadership of the C Suite, and fostering a strong brand identity. By "being known for something" positive, companies establish a baseline reputation that can be defended when disinformation strikes.Wartime, however, demands a different approach. Since speed and responsiveness is of essence, foremost is the “Crisis Preparedness” of an organization. Is the management team ready to respond effectively to a crisis? Are their established protocols? Designated Roles and Responsibilities? Scenarios gamed out? Content ready to distribute? Just a peek into what it takes to just avoid playing catch up to the news and social media cycles. Readiness is the key to an effective Response.During wartime, a range of tactics come into play. For e.g. Crisis Response Team (CRT) can swiftly address false narratives, while support from credible external advocates including press bolsters the flow of verified information and generate much needed endorsements. Besides, tables can be turned by using the same tools and technology used by bad actors to narrowcast authentic content at scale. By being ‘prepared and ready’ companies can effectively counter disinformation and protect their reputations. Dealing successfully with disinformation has to be management responsibility as important as any business continuity plan. “Character is like a tree, and reputation like its shadow. The shadow is what we think of it; the tree is the real thing.”  -Abraham LincolnOrganizations need to focus on the tree, a strong shadow makes weathering the storms of wartime disinformation much more manageable.

Bharatendu Kabi, who served as the head of corporate communications at Hero MotoCorp, has recently stepped down from his position after more than 19 years with the company, according to sources close to Adgully.Throughout his extensive tenure, Kabi played a crucial role in shaping and managing Hero MotoCorp's communication strategies, significantly contributing to the company's public image and stakeholder relations. Prior to his role at Hero MotoCorp, he worked as a corporate communications manager at PepsiCo for five years, bringing valuable experience to his subsequent position.

WA Communications, a London-based strategic communications consultancy, has hired Jennifer Gerber as a Senior Political Adviser, bringing more than 20 years of experience at the heart of Labour governments, election campaigns, and policy development. During the last Labour government, Jen was a special adviser across three high-profile cabinet portfolios, providing strategic advice to Ministers at HM Treasury, the Department of Health, and the Department for Culture, Media and Sport. Across all three departments, Gerber was the principal adviser to Andy Burnham (now the Mayor of Greater Manchester). In recent years she has provided strategic political, policy and media counsel, working on some of the highest profile issues in Britain – including advising top NHS Trusts during Covid 19 and leading the Refugee Council’s response to the government’s immigration bill and ‘Rwanda flights’ policy. In addition, she headed the parliamentary campaign group Labour Friends of Israel for more than a decade, and also previously led the prominent centre-left think tank, Progress (now Progressive Britain). Jen has worked at Labour HQ on a number of successful Labour general election campaigns, and in the party’s media and business relations teams. At WA, Jen will advise clients on political and media engagement strategies, working across WA's financial and professional services, health, investor relations, energy, transport, and education teams. Commenting on her appointment, Jennifer Gerber, Senior Political Adviser, WA, said: “From helping public transport operators communicate the journey to net zero, driving access to innovative medicines, or campaigning to secure access to cash for communities across the UK, WA understand how joined-up political and media engagement can drive policy change on issues that are crucial for society and business. I’m delighted to be joining the team and look forward to bringing my political and campaigning experience to bear across WA.” Dominic Church, Managing Director, WA, added: “There are few people who match Jennifer’s understanding of the Labour party at every level – from the frontlines of an election campaign, and managing the relationship with the business community, to operating at the highest levels of government; and her network across the Party, from the Leader’s office and Metro Mayors, to new PPCs and the key policy thinkers that will shape the next Parliament. Her expertise will be invaluable as clients seek to understand how a Labour government would work in practice, and I’m delighted that she’s chosen to join WA.”

The Middle East Public Relations Association (MEPRA) successfully hosted its 9th edition of the UAE Leadership Majlis. The prestigious event gathered more than 100 industry leaders, under the theme "The Potential and Dangers of Artificial Intelligence (AI)" at the New York University Abu Dhabi, The Arts Centre, Abu Dhabi. The event also saw the launch of the MEPRA AI Guidelines; Developed by MEPRA’s AI Committee the guidelines aim to provide a framework for using AI for communications professionals in the Middle East. The guidelines are intended to be used alongside direction, policies and references to help inform ethical and legal use of the technology in our working lives.The Leadership Majlis explored the multidimensional aspects of AI, where it hosted experts from across the industry that brought insight through the diversity of their expertise and knowledge. The Majlis provided the optimum platform to explore opportunities and solutions for the communications industry in supporting the ever evolving incorporation of AI in daily practices in the communications industry and beyond. “At G42, we are deeply committed to shaping the future of AI, ensuring it acts as a catalyst for positive change. MEPRA's event allowed us to have productive conversations about the opportunities and challenges brought forth by AI for communications and marketing professionals. AI is not just enhancing storytelling, streamlining processes and supporting creativity; it's redefining our thinking patterns, consumer behaviour and the way we communicate with one another. Our dedication to advancing these technologies responsibly underscores our mission, as we continue to innovate with a strong emphasis on ethical practices and societal well-being in collaboration with industry associations,” commented Faheem Ahamed, Group Chief Marketing and Communications Officer at G42Huda Buhumaid, Chief Impact Officer, Dubai Holding, and Jonty Summers, Managing Director, Hanover Middle East were honoured with the MEPRA Fellowship award for their outstanding contributions to the communications industry."As this year's MEPRA Majlis concludes, we are pleased that this year's theme 'The Potential and Dangers of Artificial Intelligence' produced profound discussions and insights that have emerged from our exploration of the event. It has not only served as a platform for thought leadership but also as a catalyst for actionable strategies within the communications industry. The engagement and enthusiasm from our community have been truly inspiring! Together, we have taken a significant step forward in understanding how AI can be harnessed responsibly to enhance our work and the businesses we support. MEPRA remains committed to leading these essential conversations, ensuring our members are at the cutting edge of communication trends and technologies." highlighted Kate Midttun, MEPRA Chairperson and Founder/CEO, Acorn Strategy."The MEPRA UAE Leadership Majlis 2024 partners included CARMA, Mubadala, and APCO.MEPRA is the leading industry body for the public relations and communications industry in the Middle East, with over 1,000 members. Founded in 2001, MEPRA drives growth, sets standards of excellence, and fosters a strong, connected community of PR professionals.

EatMoreFruit, a leading UK healthcare communications agency (formerly Road Communications), has launched the EatMoreFruit European Network. This network brings together select boutique agencies across Europe to provide comprehensive support for clients in the diagnostics, medtech, life sciences, and pharmaceutical sectors.The network fosters collaboration between member agencies, allowing them to combine their expertise and creativity to deliver lasting results for clients.Paul Jarman, (pictured), CEO of EatMoreFruit, emphasizes the network's ability to leverage diverse strengths and offer a comprehensive service.The network's initial members include:  PR-B: Covers France, Italy, and Spain.  SER Communications: Covers DACH (Germany, Austria, Switzerland) and Benelux (Belgium, Netherlands, Luxembourg) regions.  Agenda CPH: Serves the Nordic countries.Benefits for clients:Local Expertise: Gain insights into local healthcare policies, practices, cultures, and media landscapes.Clinical & Commercial Connections: Access valuable clinical and commercial networks within each region.Event & Conference Support: Receive assistance with organizing and executing impactful local conferences and events.

Beverage giant Britvic has named Coolr its new social media agency of record.Coolr will be responsible for developing and executing social media campaigns across all of Britvic's brands, including well-known names like Tango, Robinsons, and J2O. The agency will focus on creating fresh, innovative content that taps into current trends to better connect with Britvic's audience.Previously, Britvic's social media efforts were handled in-house by Infused, their digital agency. Britvic's head of digital marketing, Callum Watt, expressed his enthusiasm about partnering with Coolr, citing the agency's team's passion and creative ideas during the selection process.Coolr's UK managing director, Olivia Blairman, (pictured), echoed the sentiment, highlighting the exciting opportunity to work with Britvic's established brands. Blairman, who recently took on her new role, also mentioned Coolr's team of over 100 creatives who are eager to bring their ideas to life. This appointment comes after Coolr bolstered its creative leadership team, signaling a focus on innovation for the agency.

Gilead Sciences, a global biopharmaceutical company dedicated to discovering, developing, and delivering innovative medicines, has appointed Houbara Communications as its official public relations and communications partner in the GCC. This collaboration marks a significant milestone for both companies and underscores their commitment to advancing healthcare communication in the region.“At Gilead Sciences, we view ourselves as a partner to government, medical, and industry stakeholders across the Middle East, working collaboratively to achieve healthcare goals and create a healthier world for all. In this journey, we are confident that Houbara Communications is the right partner to develop and tell our story across key markets, and I look forward to working closely with the team to achieve this,” said Alexey Brevnov, Public Affairs Director Middle East, Gilead."As a leading biopharmaceutical company, dedicated to improving patient outcomes, Gilead's work aligns perfectly with our agency's mission to drive positive change through strategic communication. We look forward to leveraging our expertise to support Gilead achieve its communication objectives and make a meaningful impact," added Loretta Ahmed, CEO of Houbara Communications.Gilead Sciences, Inc. is a research-based biopharmaceutical company that discovers, develops, and commercializes innovative medicines in areas of unmet medical need. The company strives to transform and simplify care for people with life-threatening illnesses around the world.Houbara Communications is an independent, award-winning, integrated, and creative communications consultancy with partners across the Middle East. The agency has an entrepreneurial approach combined with deep, global agency experience. Promising a very personal service to clients, Houbara has a relentless commitment to delivering results and driving positive change.

Ash McEnaney has joined the independent PR agency Undertow Media as Group Account Director. Undertow Media is a PR, influencer relations & social media agency in Auckland, New Zealand. McEnaney brings a wealth of experience leading successful campaigns for global and local brands at Thrive PR + Communications. Her impressive client list includes LEGO, Airbnb, HelloFresh, and more.Prior to her agency work, McEnaney honed her writing and editorial skills as Assistant Editor at Woman's Day magazine. At Undertow Media, she'll leverage her expertise to champion new clients like Crocs, MOTAT, and TrailLite, while also managing the long-standing Logitech account.“I’ve long been a fan of Undertow Media and their impressive knack for delivering innovative, high-impact work that gets people talking. I’m joining the team at an exciting time; we’re growing at pace with a roster of ambitious clients and exciting projects in the works. And with such a stellar reputation in the industry, I couldn’t be more thrilled to make good things happen with this brilliant bunch,” said McEnaney. Greer Bland, Founder & Managing Director of Undertow Media, said: “We had a long courting period with Ash so I’m beyond stoked to have her finally in the fold. Not only is she incredibly cool, clever and connected, Ash has an innate understanding of what makes the media tick. She’s all about storytelling that sticks and has already hit the ground running with many a media win. As a key member of our management team, we have been thrilled to learn she is also incredibly process-driven – something we shamelessly geek out on as an agency.”

Today, we have Deepanshi Tandon, Director- Edelman Middle East, a highly motivated and results-oriented communications professional with a passion for brand building. Deepanshi’s journey with Edelman ME began just over a year ago, and in that short time, her dedication and expertise have propelled her to a well-deserved promotion to Director. Prior to joining Edelman, Deepanshi spent 14 years honing her skills in a diverse range of industries, from travel and hospitality to luxury and consumer health. Throughout her career, she's consistently demonstrated a strong work ethic and a commitment to continuous learning.Deepanshi thrives in cross-cultural environments and brings a global mindset to everything she does. Her ability to leverage diverse perspectives has been instrumental in delivering exceptional results for Edelman's clients. Let's delve deeper into Deepanshi's impressive career and her exciting future with Edelman ME.Congratulations on your promotion to Director role! Please share something about your journey.Thank you for your kind words. Reflecting on my journey, I can't help but feel immensely grateful for the experiences that have shaped me along the way.One standout highlight is from my time at OYO, when I was spearheading user engagement and influencer marketing initiatives for the brand. We embarked on a unique project, collaborating with an up-and-coming artist to create a rap song called "O YoYo". From brainstorming sessions to crafting the lyrics and fine-tuning the production with the artist, it felt less like work and more like a creative endeavor fueled by passion.Our goal was to resonate with OYO's audience in Tier I and Tier II towns in India, while also exploring influencer marketing as a revenue-generating avenue. The response surpassed our expectations; within just 24 hours of its release, the song went viral, leading to a remarkable 50,000 app downloads. Not only did this campaign yield significant returns on investment, but it also reinforced our brand's presence and resonance within our target demographic.The sheer joy of hearing colleagues chant "O YoYo" around the office and witnessing the song's widespread impact online validated the countless hours invested in ideation and execution. It served as a testament to the power of creative thinking and strategic marketing in driving tangible results.What made you shift to the UAE?I've always been drawn to working in environments that foster diversity, where people from various backgrounds and nationalities come together, crossing geographical boundaries. This dynamic atmosphere not only enriches my personal growth but also enhances my adaptability and understanding of different perspectives and cultural nuances.During my tenure as Brand Director at OYO, overseeing the European region, I had the privilege of working with a team comprised of individuals from Denmark, the Netherlands, Spain, Germany, Italy, and beyond. Collaborating with such a diverse group was an enriching experience, as each member brought their unique cultural insights and perspectives to the table.With this appreciation for diversity in mind, I saw the UAE as the ideal next step for both my personal and professional aspirations. The UAE epitomizes diversity, with people from a multitude of regions calling it home. It offered an unparalleled opportunity to immerse myself in a melting pot of cultures and perspectives, aligning perfectly with my values and goals.As the Director of Edelman Middle East, what strategies will you be implementing to navigate the unique cultural and business landscape of the region, and how will they differ from global strategies?At Edelman, our philosophy is rooted in the principle of thinking globally but acting locally. This means that while we draw upon our global expertise and best practices, we recognize the need to customize our approach to suit the specific needs and objectives of each client. There is no one-size-fits-all solution in our approach; instead, we prioritize understanding the client's business objectives, identifying the core issues at hand, and assessing any associated risks.In practice, this may entail taking a step back to reassess the situation with a fresh perspective, asking critical questions such as: What are the overarching objectives? What challenges are we aiming to address? Are there any potential risks involved?By adopting this client-centric approach, we can deliver tailored solutions that not only meet the business objectives but also effectively differentiate the brand or client we are serving. This strategy enables us to navigate the complexities of the Middle Eastern market while leveraging our global resources and expertise to drive success for our clients. Your career trajectory showcases a diverse range of industries, from lifestyle to FMCG to luxury. How has this breadth of experience shaped your approach to brand building and communications, particularly in the Middle East market?The Middle East presents a unique landscape where each country is deeply entrenched in its own rich culture and values, yet there exists a common thread that binds them together. This juxtaposition of cultural diversity and shared experiences makes brand building in the region both challenging and captivating.Despite the diversity of industries I've worked in, I’ve found that while the fundamentals of brand building remain constant, it's the execution and the ability to perceive strategies through a cultural lens that truly determines success. Delving into the intricacies of local customs, traditions, and consumer behaviors is essential in crafting compelling brand narratives and communication strategies that resonate deeply with the target audience.For me, this aspect of the job is particularly rewarding. Whether it's weaving captivating stories for lifestyle brands, driving market penetration for FMCG products, or cultivating an aura of exclusivity and allure for luxury offerings, the multidisciplinary nature of the work is where creativity thrives.Could you walk us through a project where you faced significant challenges and how you navigated them to ensure the delivery of high-quality results, maintaining both strategic vision and agility?This example is particularly interesting because it extends beyond the typical challenges encountered in office environments. When confronted with a crisis situation firsthand, alongside a group of media and clients, the true test of resolution emerges. This instance pertained to a cola brand, where the objective was to transcend conventional PR strategies, aiming for more impactful coverage, especially in mainstream newspapers and digital platforms.Spotting an opportune moment within one of their campaigns featuring a young mountaineer's attempt to summit Mt. Kanchenjunga, we saw a chance to showcase the brand's ethos of risk-taking in an innovative light. Thus, we orchestrated a groundbreaking press meet at the base camp of Mt. Kanchenjunga in Nepal with the mountaineer himself, striving for an authentic brand experience as he was returning from the summit.However, the unpredictability of nature and mountains is beyond human control. Unforeseen weather conditions left us stranded in the mountains for four days, presenting numerous challenges. Despite the adversity, we seized the opportunity to capture compelling content and forge genuine connections among the traveling group. Personally, it underscored the importance of mental and physical endurance. Quick thinking, compassionate leadership, and ensuring the safety of all became paramount.Fortunately, on the fourth day, we conducted interviews with the mountaineer in the most authentic setting amidst the valleys, resulting in over 500 stories across various media outlets, including front-page coverage in leading newspapers. This experience not only underscored the brand's adventurous spirit but also imparted valuable lessons in leadership, resilience, and self-awareness. Edelman is known for its emphasis on trust and reputation management.How do you ensure that these principles are effectively communicated and upheld in a diverse market like the Middle East?Trust and reputation management are fundamental pillars for Edelman globally, and we continue to prioritize them in the region. Our approach revolves around fostering open communication, understanding local insights, and upholding ethical standards to ensure these principles are effectively communicated and maintained.Firstly, by fostering transparent and authentic interactions with all stakeholders involved, we lay the foundation for trust to flourish. Secondly, we tailor our strategies to resonate with the unique cultural and social dynamics of each market within the Middle East. This entails conducting thorough research, engaging with local groups, and integrating cultural insights into our communication initiatives.Furthermore, we adhere to stringent ethical standards and best practices in all our endeavors. Upholding integrity and transparency in our actions not only reinforces trust with our clients and stakeholders but also strengthens our reputation as a trusted advisor in the region.With the rapid evolution of digital communication platforms, how do you ensure that Edelman stays ahead in leveraging these technologies for client engagement while respecting cultural sensitivities of the region?Edelman remains at the forefront in leveraging technologies for client engagement. In addition to having a dedicated digital practice led by a senior digital leader, we also integrate technologies across the group. Recognizing the significance of digital channels in engaging audiences, we continually harness the power of various platforms and tools to provide optimal solutions for our clients.Our commitment to staying ahead in digital engagement is further reinforced by our in-house platform, which offers comprehensive modules and training sessions. These resources empower our teams to navigate digital landscapes effectively, ensuring agility and responsiveness to evolving client needs, audience preferences and behaviors.

In the bustling world of public relations and marketing, one term holds a significant way over the success of brand visibility: media pitching. Often perceived as the art of persuasive communication with journalists, editors, and influencers, media pitching is a strategic endeavor aimed at securing valuable media coverage for a brand, product, or service. Media pitching is akin to crafting a compelling narrative that captivates the attention of media professionals. It involves tailoring story ideas, press releases, or expert opinions to align with the interests and preferences of journalists and their respective media outlets. Here are some insider tips to navigate this process successfully.Understand the media landscapeThe first thing is that even before you craft a pitch do your homework on the media landscape. It is about researching the publication or blog to see if what you have is something that would best fit into their messages and audience; different outlets cater to different demographics and industries. It is important to identify journalists who are writing about your topic and start following them on social media; go through their past articles to understand the kind of topics they cover.Create an interesting and compelling storyMake your pitch an interesting and compelling story focused on human interest. Attach it to why it should matter now—be it set in an innovative product, a breaking-through service, a clear angle, or a hook that gets the reader's attention right away. Get rid of jargon and come straight to the point.Building a relationship with a journalistThe simple act of building rapport with journalists can boost your chances of media coverage. At the very least, you need to have a command of the work and valuable insights related to the article. Follow their work and engage with them on social media.Personalize your pitchPersonalize your pitch for the journalist and publication, telling them why you chose them, and thus, how your story fits in with their past work. This shows that you have done your homework and are genuinely interested in their publication.Strategically follow upMerely sending your pitch out is not enough. Do not be afraid to follow up strategically. Give your pitches a couple of days and then send a polite follow-up email. Keep your follow-up concise and respectful, and offer additional information or angles, if necessary. Persistence pays, but always respect the editor's time and preference.Be responsive and flexibleOnce your pitch is accepted, be responsive and accommodating. Reply to mail and give additional information or resources in good time and also be flexible with interview schedules and deadlines given. Develop the reputation of being reliable and professional; it will increase your being featured in the future. It will increase your chance of getting featured in the media in the future.To sum it upFrom the above, one can tell that media coverage is all about embracing a strategy field where one can be creative and persistent. Recognizing your audience, having a great story, engaging with journalists, and following up, will be a plus for your image in the media. Remember to be flexible and responsive to lessons learned after every experience, so as to improve your pitch efforts. The right approach will eventually lead to an impactful story and a new reach.

Ryan Woor, co-founder and chief operating officer of M&C Saatchi Talk, is departing from the agency after an 18-year tenure.In a LinkedIn post, Woor announced his resignation from both the agency and his role as president of SERMO, M&C Saatchi Talk’s global network of independent communications agencies, which he co-founded.Reflecting on his time at the agency, Woor stated, “It’s been quite a journey, filled with unforgettable experiences, immense opportunities to grow, the privilege to work with some of the most talented individuals in the industry, and most of all, a lot of fun.”Woor joined the agency in 2008 when it was known as Talk.Global. He has led the business since CEO Jane Boardman’s departure earlier this year, following her decision to leave agency life after more than two decades. Woor and Boardman were instrumental in the 2020 merger of M&C Saatchi PR and Talk.Global, forming M&C Saatchi Talk.Expressing pride in his collaboration with Boardman, Woor said, “I am incredibly proud of the agency we built together and everything we achieved. But it now feels like we have reached the end of an era, and the time is right for the agency to move into the next chapter under new leadership.”Woor, who has held business and finance roles at Ogilvy, co-founded M&C Saatchi Proud, the group’s LGBTQIA+ network. He has also worked with global beauty brands, including Coty, and is a member of the executive board of the British Beauty Council.In related news, M&C Saatchi Sport & Entertainment, another PR agency within the M&C Saatchi group, recently saw the resignation of its long-time leadership team. Global CEO Steve Martin and UK CEO Jamie Wynne-Morgan, both of whom served over 20 years, have announced their departures, hinting at a “new venture coming soon.”These leadership changes coincide with M&C Saatchi restructuring its UK operations and repositioning M&C Saatchi Sport & Entertainment as its new "passion marketing" agency, with expectations that M&C Saatchi Talk will also integrate into this new division.

Grayling UK, a PR and public affairs agency, has announced the launch of Humble Mavericks, its first dedicated design and production studio. This development positions Grayling to offer clients an even more comprehensive suite of services.Humble Mavericks will collaborate with Grayling's existing client base, including industry giants like Nestlé and Deliveroo, across the agency's UK, Singapore, and Hong Kong offices.The studio boasts a talented team, led by Dom Desmond, previously a Creative Director at Grayling UK. Desmond takes the helm as Head of Humble Mavericks. The team is further bolstered by the additions of senior designer Sital Mistry, who joins from Kindred, and Annie Dixey, a creative powerhouse with experience at new product development and branding firm Black Label Creations.Humble Mavericks will focus on creating impactful branding solutions, engaging social media campaigns, and captivating animations. Operating 24/7, the studio will seamlessly integrate with Grayling's established creative, strategy, research, data, and analytics teams.“The launch of Humble Mavericks is incredibly exciting for our agency and reflects our vision and ambition to provide cutting-edge creative services,” said Heather Blundell, (pictured), CEO, Grayling UK.  “By combining our design and production capabilities with our expertise in PR, news-jacking creative, social-first content and data-led story-telling we can provide an always-on service for clients that is truly unique. The launch of Humble Mavericks enables us to provide clients even greater creative depth and scale,” said Dom Desmond.

Australian green tech company Sircel has selected PR and creative agency Keep Left to develop a comprehensive go-to-market strategy. This strategic partnership aims to propel Sircel's growth through a refreshed brand image and a powerful communications approach.Laura Agricola, Strategy Director, Keep Left, said: “The e-waste space is coming sharp into focus as one of the major environmental issues of our time. Resources are finite, and we can’t keep doing what we’ve been doing and dumping so much e-waste into landfill. Sircel is leading the industry and solving a huge problem by bringing end-of-life technology back to life. They have an important story to tell, and we’re delighted to join forces with them to tackle the e-waste problem, head on.”Angie Bradbury, Sircel's Consulting Marketing Director, highlights the perfect fit: "With a proven track record in collaborating with technology-driven and socially-conscious brands, Keep Left stood out as the perfect partner for Sircel. The agency is helping us raise awareness for the critical and time-sensitive nature of the global e-waste crisis while conveying Sircel's market-leading capability, firmly grounded in environmental, social, and governance principles.”

Amid the rapid transition to Digital and the emerging technologies such as Artificial Intelligence, Augmented Reality, Machine Language, human touch continues to retain a great degree of meaningful connections and bring in authenticity in brand communications and in Public Relations. Authenticity in PR and marketing is now vital for creating lasting brand value and differentiation. Carefully crafted messages are no longer sufficient; openness and genuine engagement are imperative.Also read:Leveraging Authenticity: Strategies for positive change & lasting stakeholder connectionsHow PR is revisiting storytelling narratives to create authenticity for new age consumersThe Art of Authenticity in Public Relations: Honesty Over False CommitmentsJyotsna Dash Nanda, AVP - Corporate Communication, DS Group, pointed out, “The 2023 Edelman Trust Barometer study revealed a significant shift in consumer behaviour, with 63% basing purchasing decisions on a brand’s values alignment. This necessitates a move from controlled messaging to transparent and authentic PR strategies.”She further said, “Today’s informed consumers can easily detect inauthenticity, and inconsistencies between brand messaging and actions (“say-do gap”) erode trust and damage reputations. Trust crumbles when a brand’s actions contradict its advertised values. Conversely, authenticity strengthens the bond between the brand and the consumer. PR professionals need to be well-positioned to champion authenticity by prioritizing open communication and storytelling that showcases real experiences and humanizes the brand. Building trust-based relationships with journalists ensures accurate media portrayals while selecting brand influencers whose values resonate strengthens authenticity for both parties. As consumer demand for authenticity grows, PR professionals who prioritize genuine communication will be best equipped to navigate the evolving media landscape and build lasting public relationships.”According to Priya Patnakar, Head of Communications at PhonePe, “Authenticity in PR matters because our audience today is bombarded with multiple messages across channels from various brands. Every brand is trying to communicate with its customers constantly and sell customers their story. In this ‘Attention economy’, it is important that your message should be relatable to the customer and the communication should be bi-directional – involve the customer in the story so that it does not seem like the brand is preaching to the customer.”“The perception of authenticity has evolved as today’s customers have a lot more access to a brand given how connected the world has become. They interact with the brand on digital platforms, look at social media on the brand, and also have access to both formal and informal channels which help them form their perception of the brand. Their worldview is no longer limited to the ‘official PR’ narrative which the brand chooses to share with them. Given this, it is even more important for brands to clearly define and live their brand values. Being authentic is no longer a ‘nice to have’, but is imperative to build a meaningful and long-lasting relationship with customers.” Mou Chakravorty, Associate Director of Marketing Communications at Deloitte India, highlighted the increasingly blurred lines between marketing, public relations (PR), and communications. She emphasized the rapidly changing consumer behaviors driven by multiple factors, particularly the dominance of technology and digital consumption."We are living in a world where consumer behaviors are constantly changing due to multiple factors," Chakravorty noted. "One of the biggest differences is the way technology and digital consumption have dominated our world, where we live, transact, and plan through highly tech-enabled digital content consumption patterns that keep us in an always-on mode."This shift necessitates content generation across various channels, including print, online, broadcast, and social media. However, the race to meet demands or rank higher often results in repeated, plagiarized, and fake content flooding these channels. With the advent of tools like OpenAI's ChatGPT, content generation has become remarkably accessible."Thanks to OpenAI-led ChatGPT, content generation is now child's play for everyone," Chakravorty observed. "However, unique human perspectives cannot be machine-generated. The power of authentic storytelling requires human creativity to form narratives that resonate with audiences and add value."Authentic narratives possess the power to effect change, build trust, and establish credibility and thought leadership among stakeholders, thus contributing to comprehensive brand positioning. Chakravorty underscored that today's public relations fundamentally values authenticity."Public relations today values ‘being authentic’ at its core because it not only helps organizations effectively communicate their messages but also fosters meaningful relationships with their audiences, leading to long-term success and positive brand perception," she added.Geetu Batra, PR & Communications Lead, Cheil India, stressed on the crucial role of authenticity in today’s communication landscape, especially amidst the proliferation of AI-generated content. She emphasised that authentic content resonates with audiences, builds trust, and humanizes brands. Batra outlined the playbook for authentic communication: transparent storytelling, alignment of values with actions, and openness to feedback. “Deviating from authenticity risks damaging a brand’s reputation,” she warned.Leveraging AuthenticityAuthenticity – being true to your values and acting consistently – has become a powerful tool for businesses to drive positive change and build lasting connections.Jyotsna Dash Nanda listed some of the narratives that have worked effectively:Align Values with Actions:Example: ITC’s Social Forestry Initiative: ITC, a leading Indian conglomerate, embarked on a social forestry program decades ago. This initiative not only provided raw materials for their business but also empowered local communities and fostered environmental sustainability. This alignment of business goals with social impact exemplifies authenticity.Transparency in Communication:Example: Sebamed India’s Ingredient Disclosure: In a market saturated with unproven claims, Sebamed India took a bold step by disclosing the exact science behind their products’ ingredients. This transparency built trust with consumers and positioned them as a brand focused on genuine skincare solutions. (Sebamed is a German brand known for its medicinal skin care products, particularly those formulated with a pH of 5.5 to match healthy skin's balance. Founded by a dermatologist in 1957, Sebamed offers a variety of gentle and effective options for all skin types.)Owning Up to Mistakes:Example: When a 2019 video exposed Domino’s India’s hygiene issues, they went beyond apologies. Their “Food Safety Screw Up” campaign openly acknowledged the mistakes, implemented stricter protocols with staff training and audits, and offered discounts to regain trust. This transparency and commitment to improvement showcased authentic ownership that helped them weather the crisis.Empowering Stakeholders:Example: Hindustan Unilever Limited’s Project Shakti: Hindustan Unilever Limited’s (HUL) Project Shakti empowers rural women as micro-entrepreneurs to sell their products. This initiative not only expands their reach but also creates economic opportunities at the grassroots level.Long-Term Commitment:Example: The Akshaya Patra Foundation’s Mid-Day Meal Scheme: The Akshaya Patra Foundation, a not-for-profit run by ISKCON, provides nutritious mid-day meals to millions of children across India. Their consistent dedication to this cause for over 20 years showcases a deep commitment to social impact.Nanda’s advice was to walk the talk “so that you espouse your brand values. Don’t let your brand vision and purpose be a statement which you display at strategic points, while not living them. Your leaders and brand custodians should be walking and talking examples of what the brand stands for. I believe brands seem most authentic when they tell their own story. Therefore, it is important to build strong inhouse channels which can take your story to your audience. For example, communicate about how you are making your customer’s lives better and easier; highlight the causes that your brand supports; the values that it lives by; and also share stories on how your employees are an embodiment of those values. Authenticity is about taking action and being consistent in communicating them. It is finally a continuous journey which communications teams need to work towards.”

Malaysian integrated consultancy firm Invictus Blue Group has appointed Jo Yau as its new Group CEO. Yau takes the helm, assuming responsibility for all public relations efforts alongside her broader leadership duties. She brings over two decades of experience working with prestigious international brands like Maybank Group, Toyota, Emirates, American Express, HSBC, and Volvo.Yau expressed her excitement about the role: "It's truly an honour to come back home as the new Group CEO. With the solid foundation laid by our late President Gerald Miranda over the past 30 years, I see this as an opportunity to lead the team into the next chapter. I'm excited to apply my experience and expertise towards fostering innovation, driving growth, and facilitating transformation within the company. Our vision is to cultivate an agency that prioritizes people, be it our employees or clients, at every step of the way." Yau's proven track record in media ownership, integrated agencies, creative agencies, and fintech startups positions her well to implement Invictus Blue's transformation agenda, emphasizing women in leadership, client focus, and a pivot towards technology and artificial intelligence.

London-based branding and design consultancy, Start Design Group, has appointed The PR Stop. as its PR agency in India. Cognizant of the value and impact that stakeholder engagement and reputation management hold, Start Design Group has appointed The PR Stop. to build upon and create recognition for Start Design Group’s brand purpose and identity in India. With innovative thinking and insight-led engagement, The PR Stop. will enhance Start Design Group’s market presence in India through strategic media relations, focused messaging, and thought leadership. Speaking on the appointment, Rohini Saldanha, Founder, The PR Stop., said, “I am happy to be partnering with a global agency like Start Design Group and appreciate the trust they have reposed in me to help drive growth. My focus will be to build on Start Design Group’s globally strong and differentiated positioning and create brand salience and affinity for it in India and South Asia. I will leverage my expertise to formulate and execute communication strategies that perfectly align with Start Design Group’s vision of driving innovation at the intersection of design and brand solutions.” Specialising in content development, media relations, crisis management, brand positioning, and strategic counsel, The PR Stop. is a one-stop brand communications company that recognises the transformative power of strategic communication in shaping brand perception and driving organizational success. The company's current portfolio includes clients from various sectors including creative, branding, recruitment, and DE&I. 

Confiance Communications, Gurugram-headquartered integrated communications agency, has won the strategic communications mandate for Euronics, the largest–selling public washroom automation accessories brand in India. Known for its impactful work across brands like CashKaro, The Quorum Club, and Salad Days, and VCs like Leo Capital, Eternal Capital, and Transition VC, Confiance will spearhead Euronics’ all-encompassing communications strategy.Founded by first-generation entrepreneur Viknesh Jain in 2002, Euronics has carved a niche for itself in India’s public & industrial washroom segment. It was born with a genesis to seize the untapped market potential in the public & industrial washroom space, driven by the rapid expansion of public infrastructure and India’s IT sector in early 2000s. Having served over 500,000 customers till date including several Fortune 500 companies, Euronics occupies around 60% of the market share in India. Adding to its portfolio of milestones and achievements, it was the first brand during the COVID-19 pandemic to install touchless sensor faucets, soap dispensers, and hand sanitiser dispensers, among other touchless accessories across public washrooms in India. With offices spanning 30 PAN India locations and 4 international geographies, Euronics plans to replicate its domestic success in global markets such as the US, South East Asia, and Middle East.Under the mandate, Confiance will tailor and execute a resilient PR framework to fortify Euronics’ brand positioning, with an aim to augment its impact and influence amongst stakeholders across industries and geographies. Deploying a cohesive approach to brand-building, Confiance will also formulate Euronics’ brand messaging, foster enduring relationships between the brand leadership and media, and create a dynamic content strategy to solidify the brand’s visibility.Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said: “We are delighted to join forces with Euronics and Viknesh as their strategic communications partner. Their remarkable strides in enhancing hygiene and sustainability standards within India's public and industrial washrooms have left an indelible mark. While their initiatives have already transformed washroom experiences across airports, shopping malls, public and private complexes, and various other public spaces, it’s crucial to amplify their impact to foster change at an even greater scale. We're pleased to take on the role of Euronics' storytellers, sharing their vision and impactful contributions far and wide.”Viknesh Jain, CEO and MD, Euronics, said: “Our collaboration with Confiance will be instrumental in amplifying our reach within the target segments of Real Estate, Infrastructure, and Architecture & Interior Design, in India. Their expertise in crafting targeted communication strategies will be helpful in elevating our brand voice and ensuring that our mission to enhance India’s public washroom experience while promoting environmental sustainability resonates with the right audience.”Founded by seasoned publicist Bushra Ismail in 2019, Confiance Communications has created recognition for itself as one of India's most reliable and outcome-driven PR agencies in the country’s start-up and VC ecosystem. Known for delivering on the promise, the agency has an exceptional track record of catapulting the media presence of over 70 organisations in India and abroad. Demonstrating an unparalleled capacity to engage key stakeholders, Confiance forges robust connections for its clients, with their target audiences, industry stakeholders, as well as, the investor community.

Fun2Do labs has partnered with Bizzcom Solutions as its official PR partner. This collaboration embarks a significant milestone in both organizations’ efforts to enhance visibility and communication within the edtech Sector.By leveraging Bizzcom Solutions' expertise in public relations, Fun2Do Labs aims to amplify its outreach and engagement, driving greater awareness of its innovative educational technologies. Bizzcom Solutions, founded by esteemed entrepreneur Praveen Tiwari, brings a wealth of experience and expertise in public relations, strategic communication and brand management to the table. With a proven track record of success in elevating the profiles of numerous organizations across various sectors.Praveen Tiwari, Founder of Bizzcom Solutions, expressed enthusiasm about the partnership, stating “We are thrilled to join forces with Fun2Do Labs, students learn math with fun. This partnership underscores Fun2Do Labs' dedication to advancing educational opportunities and Bizzcom Solutions' prowess in strategic communication”.Fun2do Labs are equally excited about the collaboration and anticipate that specialized PR services will play a pivotal role in advancing its mission of fostering competency and excellence in Fun2do Labs.“We believe that effective communication is essential in driving positive change within the Fun2Do labs,” remarked Saurabh Jain founder of Fun2do Labs “with Bizzcom Solutions as our PR partner, we are confident in our ability to engage with our audience, share valuable insights and make a lasting impact on Fun2day Labs. 

AI-driven media intelligence platform Wizikey has launched two features to enhance the measurement of thought leadership. Industry Share of Voice and Explore: The industry's first-ever tool that enables brands to measure their share of voice not just against a select group of competitors, but against the entire “Industry”.Wizikey's Industry Share of Voice is inspired by the challenges faced by businesses in emerging economies, where companies and leaders often bear the flag for their industries without a clear way to measure their efforts. Before this tool, measuring an Industry Share of Voice was nearly impossible, even with the help of excel sheets. The tool not only allows users to measure their efforts but also provides insights into industry trends."According to PwC, by 2035, AI is predicted to increase productivity. The Global State of AI 2022 report reveals that 87% of organizations believe AI will help them grow revenue, boost efficiency, and improve services. I understand the challenges PR and corporate communication teams face. Research, analysis, and strategizing take up so much time. Wizikey is here to help. Our AI tools are designed to give you a holistic view of your brand and industry, with pinpoint accuracy and incredible speed. We're committed to making your job easier, so you can focus on what truly matters," said Aakriti Bhargava, Co-Founder, Wizikey.Leveraging cutting-edge AI and advanced Named Entity Recognition (NER) capabilities developed in-house, Wizikey sets a new standard for precision, speed, and depth in media insights. These additions showcase Wizikey's commitment to advancing AI technologies and solidify its position as the go-to tool for PR and communication professionals. With advanced AI and scalable Large Language Models (LLM) developed in-house, Wizikey increases efficiency, providing a competitive edge in today's fast-paced business landscape. Industry Insights: Competitive Intelligence at Your FingertipsWizikey's Industry Insights feature provides a deep dive into competitive landscapes, offering SOV analysis and revealing crucial data like market share, top-performing brands, key spokespersons, and emerging trends. This AI-powered intelligence enables PR and communication professionals to benchmark performance against competitors, identify thought leaders and influencers, and uncover industry-specific trends and opportunities.Explore Feature: Instant Insights for Strategic Decision-MakingThe Explore Page empowers users to unlock comprehensive media insights with a simple keyword search, providing an instantaneous overview of top brands, influential spokespersons, trending topics, and geographical buzz across the globe. PR professionals can leverage these insights for various use cases, such as identifying key markets for geo-expansion, monitoring competitor activities and market share, tracking brand sentiment, narrative, reputation, and discovering emerging trends and opportunities."The Explore Page empowers businesses to make informed, data-driven decisions quickly. It's not just about monitoring mentions; it's about understanding the bigger picture and staying ahead of the curve," said Aakriti Bhargava, Co-founder of Wizikey.These tools address a significant challenge for PR and Corporate Communication professionals: sifting through vast amounts of media data to find actionable insights and . Typically, PR pros spend up to 30 hours a week on research and analysis for effective strategies. With Wizikey’s new AI tools, they can now access unparalleled insights at lightning speed, slashing the time and effort needed to monitor the industry and analyze trends. Additionally, these features enable robust ROI analysis, allowing professionals to measure the impact of their campaigns and optimize their strategies more effectively.Wizikey recently launched Imara AI, an AI-led “Chief Reporting” avatar for PR and communication teams. Imara AI serves as a virtual reporting assistant, streamlining the creation of comprehensive, data-driven reports in minutes. Furthermore, the company has introduced AI Labs, which provides professionals with tools to generate data-led dossiers and reports quickly and efficiently, enhancing their ability to make informed decisions based on real-time insights.

Leading Australian communications agency alt/shift/ has secured the Tinder Australia public relations account, following a competitive pitch process. The news comes after a successful tenure by previous agency Thrive PR.alt/shift/ announced their exciting win on LinkedIn, expressing their enthusiasm about unleashing creative ideas and leveraging their expertise in behaviour change to enhance Tinder's Australian presence. This strategic approach aligns perfectly with Tinder's mission of fostering meaningful connections amongst users.Andie Crawford, Managing Director of alt/shift/, echoed the team's excitement, calling it a "massive team effort" and expressing their eagerness to "shift the dial" for Tinder in Australia.This win positions alt/shift/ to play a key role in shaping the narrative around Tinder in the Australian market. Their expertise in behaviour change communication could prove invaluable in understanding user preferences and crafting targeted campaigns that resonate with the local audience.alt/shift/ previously worked with clients like Samsung and Menulog, demonstrating their experience with high-profile brands and digital marketing.It will be interesting to see how alt/shift/ leverages their creativity and strategic communication skills to further establish Tinder as the go-to dating app in Australia.

Woolworths Group has announced the appointment of Simone Scoppa to the role of Senior Manager, PR & Media Relations. Scoppa will be based in Sydney and will leverage her extensive experience to shape the public image of one of Australia's leading retail groups.Scoppa joins Woolworths after a successful stint as Senior PR Manager, APAC region, for online restaurant reservation platform OpenTable. She brings over 20 years of experience in communications, having held senior positions across the finance, travel, and hospitality industries. This wealth of knowledge will be invaluable to Woolworths Group as it navigates the ever-changing media landscape and consumer demands.Simone Scoppa is a strong addition to their PR team. Her experience across various sectors will likely be a benefit as Woolworths continues to evolve and grow.

Former Foxtel Group communications chief Jacquie Abbott has joined Qantas as the national carrier's new Executive Director of Corporate Affairs and Internal Communications.Abbott concluded her three-year tenure as Executive Director of Communications at Foxtel Group in March.This marks Abbott's return to the aviation industry, having previously spent over two years at Virgin Australia until 2015. At Qantas, she will reunite with former Virgin Australia colleague Danielle Kieghery.Abbott's extensive experience includes senior communications roles at Ogilvy PR ANZ and Optus.“I am thrilled to be back in the aviation industry and to join the team at Qantas, especially working again with Danielle Kieghery after our time at Virgin together," Abbott said.

Indu Sharma, a seasoned public relations and integrated communications expert with over twenty years of experience, has recently transitioned from Schneider Electric to Siemens, where she has taken on the role of Head of Corporate Communications. Before her tenure at Schneider Electric, Sharma developed her expertise at notable companies such as Reckitt (formerly Reckitt Benckiser), HTC, and various leading communications firms. In addition to her extensive professional background, Sharma holds an Executive MBA, a Master’s degree in Mass Communication, and a certification in Digital Marketing.

HoYoverse, the video game development and publishing company, has appointed Osmond Zhang as the new Senior Global Public Relations Manager. Osmond Zhang brings a wealth of experience in the gaming, media, and entertainment industries to HoYoverse, further bolstering the company’s strategic communications and global outreach.Osmond Zhang joins HoYoverse from his recent role as Senior Marketing Communications Manager at Riot Games, where he played a pivotal role in shaping the company's marketing strategies and communications. During his tenure at Riot Games, Zhang was instrumental in managing high-profile campaigns and fostering key industry relationships, significantly contributing to the company’s global brand presence.With over a decade of experience in communications, external relations, and events support, Zhang has developed a versatile skill set that will enhance HoYoverse’s public relations initiatives. His professional journey includes significant positions at both in-house and agency roles, including prominent firms such as Occasions Asia Pacific, CMC Inc., and Shanghai Media Group. Zhang’s expertise encompasses a broad range of areas within the media and entertainment sectors, making him a valuable asset to the HoYoverse team.HoYoverse, known for its flagship title Genshin Impact, continues to expand its influence in the global gaming market. The company’s innovative approach to game development and publishing has garnered a massive international fanbase and critical acclaim. The addition of Osmond Zhang to the team underscores HoYoverse’s commitment to strengthening its global communications strategies and enhancing its engagement with the gaming community worldwide.Osmond Zhang will be based in HoYoverse’s Shanghai office, where he will lead the company’s public relations efforts, develop strategic communication plans, and oversee media relations initiatives. His appointment is a strategic move to support HoYoverse’s ambitious growth plans and reinforce its position as a leader in the gaming industry.

COMCO Mundo League of Enterprises, headquartered in Makati City in the Philippines, has announced the launch of the COMCO School of Communications.This new venture positions the agency as a leader in communications training and professional development, catering to the industry's growing demand for skilled professionals.The school boasts a comprehensive curriculum with four main programs. The CODEVA program equips participants with expertise in PR fundamentals, media relations, crisis communication, social media management, content marketing, internal communications, and corporate social responsibility. Additional programs include PRODEVA, focusing on management and leadership development, ACADEX, and the award-winning Camp COMCO Mentorship Program, which fosters talent development in communication, marketing, and multimedia arts.“COMCO Mundo advocates for professional training and continuing education as we believe that as serious and committed practitioners amid the changing times, we have to be always informed, updated and upskilled to be able to deliver the demands of our profession, showcase best practices in the industry, and be of service to the society. Through COMCO School of Communications, we are able to organize, grow and share our training services that will help aspiring and current practitioners in the filed who aspire to be on top of their game," said Ferdinand Bondoy, Group Chief Executive Director and Lead Strategic Communications Counsel, Partner and Co-Founder at COMCO Mundo.

Chain Reaction has announced the appointment of Khaled Akbik as the new General Manager – Marketing and Communication. Akbik brings over 18 years of dynamic experience in the social and digital media landscape, having worked with leading companies on both the agency and client sides, including OMD MENA, New Media Academy, and Foodics.In his new role, Akbik will focus on expanding Chain Reaction’s social media, creative, and video production capabilities across the region. He will collaborate closely with Chain Reaction’s digital marketing teams to deliver custom solutions tailored for local, regional, and global brands and partners.“I am thrilled and honoured to join the Chain Reaction team. I look forward to working with the agency’s exceptional talent to deliver best-in-class work for our clients while expanding our product and service offering to a region teeming with potential and possibilities,” said Khaled.Khaled’s career, spanning nearly two decades, includes managing and overseeing a portfolio of regional businesses such as PepsiCo, Majid Al Futtaim, and McDonald’s. He has also directly contributed to the success of SaaS businesses like Foodics in Saudi Arabia and various government ministries and entities in the UAE.Khaled will report to Saif Jarad, Chain Reaction’s Founder and CEO. Saif commented, “Khaled’s invaluable experience in strategy, social media, and leading large teams makes him an ideal addition to our growing team. His impressive track record and wealth of experience on both the client and agency sides will be integral as we focus on expanding our portfolio of products and capabilities in MENAT, and ultimately leveling-up our commercial goals for 2024 and beyond.”With this strategic appointment, Chain Reaction aims to strengthen its market position and continue delivering innovative digital marketing solutions to its diverse clientele.

Authored by Shashikant Someshwar, Managing Director, The Weber Shandwick CollectiveIntroduction:In today's oversaturated digital world, consumers are increasingly tuning out traditional advertising. This trend has led to a significant shift in the PR industry, with a growing emphasis on Human-First Communication. This transcends mere 'storytelling' and embraces a more action-oriented approach known as 'story doing'. Brands are now prioritizing authenticity, simplicity, respect, and inclusivity in their narratives to forge deeper connections with their target audiences. Failing to embrace this shift can result in significant losses due to consumer apathy. By fostering genuine communication, brands can build loyalty even in a crowded digital landscape.Empowering Audiences through Participation:The digital era has empowered audiences like never before. Brands are leveraging social media platforms to proactively engage with their target audience, fostering interactive two-way conversations that strengthen connections. This is particularly important for Gen Z which values authenticity. Per a 2022 study, 80% of Indian Gen Z respondents consider authenticity to be a key factor in their brand choices. By fostering genuine interactions and transparency, brands can build trust and loyalty with this influential demographic. Brands are now placing significant emphasis on initiatives like Social Media Customer Care, taking prompt action to address customer grievances and ensure satisfaction in real-time. Furthermore, they are increasingly favoring everyday storytellers and micro-influencers over celebrities. This amplifies diverse voices and fosters a sense of familiarity and authenticity with the target audience. Live sessions and social polls further facilitate two-way dialogues, valuing audience input for product development and fostering a sense of belonging. These inclusive approaches transform audiences from passive receivers of information into active brand advocates.A prime example is PVR Inox’s famous #PVRHeardYou campaign on X (formerly Twitter). The brand responded proactively to customer feedback on high food and beverage prices in theaters. By directly addressing concerns and offering tailored solutions like food combo offers, PVR regained trust and fostered a sense of community empowerment among audiences.Celebrating Diversity and Inclusivity:Gone are the days of stereotypical portrayals in marketing. Brands are taking significant strides towards diversity and inclusion, featuring a broader range of individuals in their messaging. They are also mindful of the language they use, ensuring it’s respectful and culturally sensitive. Campaigns are now tailored to connect with diverse audiences, showing an appreciation for cultural nuances. Additionally, some brands are championing social impact initiatives, advocating for underrepresented communities. By prioritizing accessibility in their designs, they are fostering inclusivity and acceptance among all audiences.Mattel’s commitment to inclusivity led to the launch of Barbies in 22 ethnicities, 35 skin tones, 97 hairstyles, and nine body types, including the introduction of a Down syndrome Barbie. This move challenged traditional beauty standards and empowered individuals to embrace their uniqueness. The campaign garnered widespread applause and resonated with audiences on a global scale. Building Genuine Connections for the Community:PR campaigns have the power to be a catalyst for social change. By raising awareness, shifting public opinion, mobilizing resources, and promoting behavior change, PR can go beyond just promoting products or gaining brand visibility. Forward-thinking PR professionals are tapping into societal issues that resonate with their audience, creating a deeper, more authentic bond. Many brands are embracing a purpose-driven approach, aligning their PR endeavors with broader social causes such as environmental awareness, sustainability, and community empowerment. By presenting compelling narratives and framing issues effectively, PR can attract volunteers, donations, and sponsorships, amplifying the efforts of non-profit organizations and advocacy groups. Additionally, PR can rally support for critical causes and pressure policymakers and corporations to act. Finally, by encouraging positive changes in individual behavior, PR campaigns play a pivotal role in fostering a more socially conscious and engaged society.TATA Trusts’ "Kaise Ka Cancer" initiative is a powerful example. The campaign encourages women to participate in open discussions on early breast cancer detection and self-breast examinations, fostering awareness and a sense of community support. Conclusion:The shift from “storytelling” to “story-doing” in human first communications signifies a profound transformation in the PR industry. By empowering audiences, celebrating diversity, building genuine connections, and driving positive social and environmental change, brands are redefining their role beyond mere profit-making. Through authentic communication and purpose-driven initiatives, brands are fostering deep connections, driving meaningful impact, and ultimately, shaping a more inclusive, empathetic, and socially conscious world. As the PR landscape continues to evolve, human first communication will remain at the forefront, shaping a future where brands and consumers connect on a deeper, more meaningful level. DISCLAIMER: The views expressed are solely of the author and ThePRPost.com does not necessarily subscribe to it.

Weber Shandwick has announced a significant expansion of its UK creative team, including promotions for existing staff and the addition of new talent.Promotions:Klein Borrill has been promoted to the newly created role of UK Head of Design. Borrill brings extensive experience from his previous role as Head of Design at That Lot, a social creative agency that joined the Weber Shandwick Collective in 2018.Jack Duffield and Chris Marsden, who joined the agency in 2022, have been promoted to Associate Creative Directors. They recently led the creation of a successful pop-up for eBay UK.Charlie Powell has been promoted to Conceptual Creative after transitioning from the consumer team to the creative team.New Hires:Carly Illston joins Weber Shandwick as an Art Director, teaming up with Copywriter Marley Muirhead. They previously worked together at multiple agencies.Leadership:The expanded creative department now reports to UK President Amy Garrett, who emphasized the team's role in empowering clients to achieve their business goals.Recent Appointment:This news follows the recent appointment of Yan Elliott as Weber Shandwick's Chief Creative Officer in London.

Kunal Gupta joins First Livingspaces (FLS) as Assistant Manager PR, Media & Corporate Communications.He extended his excitement on linkedin, stated "Thrilled to embark on this new chapter It's with great excitement that I join First Livingspaces (FLS) powering Ziki & sirrus.ai as Asst. Manager PR, Media & Corporate Communications. As I reflect on my journey, I wanted to share this update with everyone. Here's to an exhilarating journey ahead, adorned with challenges, learning experiences, and the beauty of meaningful accomplishments."In addition to his role at Ziki and Sirrus.ai, Kunal is also the Founder of Media PR and Folks Group, a premier networking platform for PR and media professionals. Designed for journalists and PR professionals, Media PR and Folks Group provides a dynamic space for collaboration and networking. 

DRRK Foods Pvt. Ltd., a renowned producer of premium quality basmati rice, has announced a strategic partnership with a leading digital marketing agency, Team Pumpkin. This collaboration aims to strengthen the digital presence of DRRK Foods Pvt. Ltd. flagship brand, Crown Rice. As part of the collaboration, Team Pumpkin will handle social media management and PR initiatives for Crown Rice.We are excited to embark on this journey with our digital marketing partner, says Amit Marwaha, Managing Director at DRRK Foods Pvt. Ltd. Our goal is to enhance the visibility and engagement of Crown Rice, solidifying its position as a leading choice for the consumers.” This collaboration is expected to enhance thepositioning of Crown Rice, says Vikram Marwaha, Joint Managing Director at DRRK Foods Pvt. Ltd. With its success in the market, Crown Rice has proven itself as a top choice for premium basmati rice. Now, we are looking to build on that success by boosting its visibility and engagement. We have high expectations from our digital partners to help us achieve this goal. Together, we aim to solidify Crown Rice position even further and ensure it remains a preferred brand for consumers” he added.Team Pumpkin will oversee digital marketing efforts across various channels. By leveraging data-driven strategies and creative solutions, they aim to drive brand awareness and growth for Crown Rice. Team Pumpkin will handle social media management and PR initiatives for Crown Rice, ensuring consistent brand messaging and engagement with consumers.Swati Nathani, Co-founder of Team Pumpkin, remarked, “We are truly excited about our partnership with Crown Rice. As a leading digital marketing agency, we understand the importance of innovation and excellence in today competitive landscape. Crown Rice dedication to quality and 5 decades of experience in paddy sourcing, aligns perfectly with our values at Team Pumpkin. Together, we are confident that our collaborative efforts will not only elevate the Crown Rice brand but also set new standards of success in the market.

Luxury drinks giant Moët Hennessy has chosen Special PR as a preferred partner for integrated communications in New Zealand. The appointment comes after a competitive pitch involving three agencies.Special PR will handle a range of projects across Moët Hennessy's prestigious New Zealand brands, including Cloudy Bay, Whispering Angel, Veuve Clicquot, and Glenmorangie. Their responsibilities will encompass media relations, influencer marketing, content creation, events and activations, and trade partnerships.The agency can also leverage expertise from the wider Special New Zealand team for design, art direction, and broader communication campaign support."The Special PR team has consistently impressed," said Tony Bradbourne, CEO/CCO and Founder of Special New Zealand. "They've become a regional leader, and this partnership allows them to combine their PR skills with our creative and strategic firepower. This model is already proving highly successful for many of our clients."

Leading branding agency BigBrandTheory (BBT) has appointed The PR Stop. as its PR agency on record (AOR). The outfit recently launched by Rohini Saldanha, VML’s Former Head of Corporate Communications, aims to elevate BigBrandTheory's brand presence and solidify its market position. BBT’s synergy with The PR Stop. will harness the power of compelling content, strategy, and innovative thinking to deliver integrated communication solutions that drive growth and engagement for BBT’s businesses across industries. With its distinctive capability of delivering value while driving growth, The PR Stop. aims to foster greater awareness, and engagement for BBT while setting new benchmarks for industry leadership.Commenting on The PR Stop.’s appointment, Pravin Shah, Founder, BigBrandTheory, said, “As an entrepreneur, I have always known and valued the power of PR. In The PR Stop. we have found a partner that understands our business needs and can support us in strengthening our brand identity and reputation in the industry. Rohini’s expertise and capabilities along with her strong work ethic and passion for excellence perfectly align with BigBrandTheory's vision and values. We are excited about joining forces with The PR Stop. and look forward to unlocking new possibilities together.”Talking about their partnership, Rohini Saldanha, Founder, The PR Stop., said, “Pravin is a dynamic and inspirational leader who has built his brand from the ground up. BBT commands a formidable standing in the industry with a client roster of marquee brands of long-standing relationships. I am humbled and honoured that they have decided to partner with me on their ambitious growth path. I look forward to doing some great work with the incredibly talented team.” The PR Stop. offers a range of services, including content development, media relations, crisis management, brand positioning, and strategic counsel. The company's current portfolio includes clients from various sectors including creative, branding, recruitment, and DE&I.

A new global survey by WE Communications, an integrated communications agency, reveals a significant gap between executives' high expectations for AI and their organisations' concrete plans for communicating its adoption. While 83% of surveyed business decision-makers (including C-suite executives, senior management, and executive directors) are optimistic about AI's potential, less than half (37%) have established programmes to amplify its impact.The survey, titled "Bridging the AI Expectation Gap: Effective Communication Strategies," polled 2,900 executives and technology business decision-makers to understand how AI is impacting organisational culture, trust, and business communications.Key Findings:  Vision-Action Gap: Despite high optimism, most organizations lack a plan to fully capitalize on AI's potential. Only 17% are actively changing current behaviors to fully leverage AI's impact.  AI Communications Imperative: While recognizing the importance of clear communication, only 37% actively communicate AI's benefits internally.  Call for Collective Transparency: Nearly three-quarters (74%) of respondents believe their organizations should be more transparent about AI use compared to vendors and partners.  AI Opportunities: Customer service (47%) is seen as the area most likely to benefit from AI adoption, followed by Marketing & Communications (46%) and Product Development (45%).  AI Concerns: Security risks (92%) top concerns around AI adoption, followed by over-reliance on AI (58%) and job displacement (52%).Effective Communication is Key:The survey underscores the critical role of effective communication in driving AI adoption. WE Communications offers a range of services to help organizations bridge the AI expectation gap, including:  AI Engagement & Communications Strategy Development  Company Transformation Narrative Refresh  Executive Communications & Thought Leadership  Crisis & Issues Preparedness Plan Updates  AI Narrative Workshops & Storymaking  Executive AI PlatformOrganisations must act quickly to engage stakeholders with clear and compelling communication about AI. By bridging the expectation gap, companies can lead their employees and customers through a new era of AI-driven innovation and growth. 

Vanessa Yanez has recently been appointed as the Senior Vice President and Public Information Officer at the Federal Reserve Bank of San Francisco. In her new role, she oversees the Reserve Bank's external communications and public information endeavors within the district. This entails guiding a team of 30 professionals across various areas such as insights, messaging, and strategy, encompassing corporate reputation, crisis management, executive communications, web and social media presence, media relations, influencer outreach, and visual communication across both internal and external creative projects, including video production. Prior to this, Yanez held the position of Group Vice President and Public Information Officer, focusing on external communications.

Tech security PR leader Sphere PR is celebrating 18 years by unveiling a new service designed to help organisations navigate cyber-crises and IT outages. This comprehensive offering goes beyond reputation management during an attack.Sphere PR's cyber-crisis communication service provides a multi-pronged approach:Strategy Development: Sphere PR will guide organizations in crafting a robust cyber-crisis communication strategy, ensuring all key stakeholders are prepared for potential incidents.Preparation & Training: The service includes developing communication response plans for various cyber threats and IT outages, allowing for a swift and measured response.Effective Communication: Sphere PR's expertise empowers organizations to practice cyber-attack scenarios. This ensures everyone understands their roles and responsibilities in the event of a data breach or outage."This new offering is designed to address the unique crisis communications challenges today’s organisations face in an environment of heightened cyber threats. It will enable them to respond in a timely manner and communicate the key facts effectively to their customers via the media," said Louise Roberts (pictured), Managing Director, Sphere PR.  "It's about leveraging our expertise to ensure organisations practise cyber-attack scenarios and everyone knows their responsibility when a data breach or an outage does occur. Being open and honest when communicating with customers is critical in the early stages of an incident to explain the implications for customers and how they will mitigate these risks in future."