Carlsberg Group Middle East has appointed M&C Saatchi Middle East as its lead creative agency, signing a three-year contract for strategic and creative services across the Carlsberg portfolio in the region. M&C Saatchi will lead strategic consultancy, PR, and creative direction for Carlsberg’s brands in the GCC, with a primary focus on Saudi Arabia and the UAE.   The partnership will cover four key brands within the Carlsberg Middle East portfolio: Holsten, Moussy, Carlsberg, and an exciting new brand set to launch in 2025. Through this collaboration, Carlsberg Group Middle East aims to strengthen brand presence and market engagement across the region’s dynamic consumer landscape.   Scott Feasey, CEO of M&C Saatchi Middle East, said: “We are really looking forward to working with the Carlsberg Group, especially the Moussy brand. The Group has such great brands and brand equity in the region and in particular Saudi Arabia. We love working with great brands in the FMCG and CSDs space and I know it will be immensely fun to work with Dorothea and the team at Carlsberg too.”  Dario Albuquerque, Executive Creative Director M&C Saatchi Middle East, said: "It's exciting to take the brand's values and spirit and translate them into something that truly resonates with people here. We're focused on creating ideas that are not only memorable but meaningful, bringing the brand's vision to life in compelling ways across the region." Dorothea Drews, Marketing Manager of Carlsberg Middle East, said: “M&C Saatchi Middle East brings the strategic insight and creative excellence we were looking for in a partner. We’re confident that this collaboration will help us build a stronger presence across the region, connecting with our audience in Saudi Arabia, the UAE, and beyond.”   This partnership represents a significant step for Carlsberg Group Middle East as they look to further develop their market footprint and customer engagement through out of the box campaigns and strategic brand positioning across the GCC.

The Media Nanny, the globally renowned creative communications & PR agency, and Circulate, an award-winning digital agency, has announced their expansion into the Middle East with the opening of a new office in Riyadh, Saudi Arabia, in 2025. The partnership marks a pivotal milestone in the agency landscape for the region as the two companies combine significant talent and experience to provide a compelling alternative to larger incumbent agency offerings.Headquartered in Amsterdam, The Media Nanny represents a diverse roster of high-profile clients worldwide, including Mochakk, Gianluca Vacchi, Lilly Palmer, GORDO, Porsche, Audemars Piguet, The Pacha Group and FIVE Hotels and Resorts, and is now setting its sights on deepening its presence in the rapidly growing MENA region. Circulate is the agency of choice for a renowned roster of music and culture heavyweights including Circoloco, Mochakk, Oliver Heldens, Jägermeister, White Claw and MAC Global. Both agencies have delivered large scale campaigns in both Saudi Arabia and the UAE in recent years.Within the region, Circulate and The Media Nanny have previously worked together across MDLBEAST Soundstorm Festival, Balad Beast, XP Music Futures and MDLBEAST Records. A strategic partnership is an organic evolution of their work together, allowing the agencies to offer a genuine 360 approach to their clients in the region. Circulate Co-Founder David De Valera emphasised this point “We’ve seen firsthand the incredible growth of creative industries in the MENA region. These industries need independent, flexible agency partners who truly understand the region, the new-built ecosystems and its culture, as well as the global marketing landscape.”Both The Media Nanny and Circulate have played pivotal roles in the launch and growth of MDLBEAST, a pioneering Saudi Arabian entertainment company known for its groundbreaking events such as Soundstorm Festival, the XP Music Futures conference, and its record label, MDLBEAST Records. The Media Nanny has also provided PR support for popular nightlife venues like Beast House and Attaché as well as Formula 1 Saudi Arabian Grand Prix, Alicia Keys’ Women to Women initiative and the FEI World Cup Final Riyadh, contributing to the dynamic sports and entertainment landscape in the region.José Woldring-Walker, founder and CEO of The Media Nanny, expressed excitement about the expansion: "From the first time I set foot on the ground, I’ve felt extremely welcome and inspired by the Kingdom. We have built a strong track record thanks to the trust from our clients and the successful global campaigns we’ve run with them over the last four years. It’s a priority for us to continue demonstrating our knowledge and expertise by supporting clients who are leading innovation across Saudi Arabia and the MENA region. I believe there is no better city than Riyadh to establish ourselves to service new and existing clients.”Circulate Co-Founder Marcus O’Sullivan emphasised the unique nature of the partnership “Our collaboration with The Media Nanny enables us to use our global music networks and experience to the benefit of our partners. Combined with that, our intention is to attract the very best regional talent to work alongside our existing teams, this will be an unparalleled creative launchpad in the Middle East.”With the Riyadh office, The Media Nanny and Circulate are set to continue their track record of excellence in strategic marketing, PR, creative, and communications, helping clients navigate the evolving cultural and entertainment sectors across Saudi Arabia and the wider MENA region. Their combined efforts will provide on-the-ground support to existing and new clients within the region, further strengthening the agencies’ reputations as a go-to in Saudi Arabia and beyond.

Akanksha Jain has joined Swiggy as Assistant Vice President - Public Relations and Communications, as announced by Swiggy on LinkedIn.Jain brings nearly 20 years of extensive experience across leading organizations. Before joining Swiggy, she served as Head of Public Relations and Corporate Communications at BharatPe for approximately four years. During her tenure, she played a pivotal role in establishing BharatPe's brand identity and reputation. Her efforts included enhancing brand awareness, guiding BharatPe to become the first fintech to invest in a Small Finance Bank, and positioning the organization and its leaders as prominent voices within the industry.Jain also held key positions at Pine Labs, where she served as the Global Head of PR and Communications and Head of Content Marketing, spearheading international brand development efforts. At MobiKwik, she worked as Director and Head of PR and Communications, significantly contributing to the company’s public engagement and brand image.Her tenure at VLCC saw her taking on dual responsibilities as Head of PR and Communications and Head of CSR, focusing on media relations and corporate social responsibility initiatives. Additionally, her earlier roles at HCL Technologies, John Keells Holdings, and AskmeBazaar highlight her versatility and expertise across multiple sectors.

Ann-Marie O’Sullivan, Global President of IPREX and Founder and Chief Executive of AM O’Sullivan PR, has announced the onboarding of African Media Agency (AMA) as the latest partner in IPREX’s global network. With more than 1,100 staff across 110 offices worldwide, IPREX is a network of independent communications agencies with more than 1,100 communications professionals in more than 100 markets globally. AMA, a leading pan-African PR and communications agency, operates from offices in Côte d'Ivoire, Uganda, and South Africa, with a presence in 28 African countries. Over the past decade, AMA has offered a comprehensive range of services, including media relations, crisis communication, digital marketing, content creation, and event management. The agency is celebrated for its innovative approach, leveraging cutting-edge technologies to craft impactful campaigns. Among its accolades is a Sabre Awards Certificate of Excellence in Media Relations for the African Development Bank’s COVID-19 response.The agency was founded by Eloïne Barry, who also serves as CEO. Barry has been recognized internationally for her contributions, including being named one of the Most Influential People of African Descent (MiPAD 2018), receiving the Grand Prix Excellence at the ASCOM Awards in Abidjan (2019), and being listed among the 100 most influential women by New African Magazine in 2022. In addition to leading AMA, Barry established AMA Academy, an initiative dedicated to training and equipping African journalists and media professionals.AMA’s diverse client roster includes high-profile organizations such as Target Malaria, Science for Africa, the Bill & Melinda Gates Foundation, Nestlé, the Mastercard Foundation, LG, the U.S. State Department, and the UN Foundation.“We are delighted to welcome a second IPREX partner on the African continent,” said Ann-Marie O’Sullivan. “Our network is now represented in both South and West Africa by two distinguished agencies in their fields.”Eloïne Barry expressed enthusiasm about joining the network: “I am excited to help represent Africa on the global PR and communication stage. Joining IPREX is a great opportunity to collaborate with and learn from a diverse network of talented professionals. I look forward to sharing ideas, driving impactful storytelling, and contributing to global conversations.”

Bizzcom Solutions, a leading PR agency, has announced the completion of five successful years of delivering innovative and impactful communication strategies. Established in 2019 by Praveen Tiwari, the agency has rapidly emerged as a trusted partner for brands across industries, achieving a remarkable milestone of serving over 350 clients in sectors including education, hospitality, IT, healthcare, wealth management, fashion, wellness, and many more.Reflecting on the agency's remarkable journey, Praveen Tiwari said: "When we started Bizzcom Solutions five years ago, our goal was to redefine public relations with creativity, trust, and client-focused strategies. Today, we celebrate not just our accomplishments but the trust of more than 350 clients and the dedication of our passionate team that made this possible," said Tiwari.Since its inception, Bizzcom Solutions has been at the forefront of creating impactful campaigns tailored to meet the unique needs of its diverse clientele. Its extensive portfolio encompasses strategic communications, media relations, content marketing, event management, and digital PR, making it a one-stop solution for businesses aiming to amplify their presence and connect with their audiences meaningfully.The agency’s ability to deliver results across industries has cemented its reputation as a leader in the PR and communications domain. From promoting cutting-edge innovations in IT to curating campaigns in fashion and wellness, Bizzcom Solutions continues to demonstrate its versatility and expertise.Looking ahead, Praveen Tiwari emphasized the agency’s focus on innovation and client success. "Reaching this milestone is a testament to our unwavering commitment to excellence. As we move forward, we are dedicated to exploring new opportunities, embracing emerging trends, and continuing to exceed client expectations in the ever-evolving communication landscape," he added.The celebration of this milestone was marked by a gathering of the Bizzcom Solutions team, clients, and partners, symbolizing the strong relationships that have driven the agency's growth over the years.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Sandeepa Santiago, Innovation Architect & Brand Strategist, CommsCredible, discusses in detail the role that PR plays in establishing a startup’s credibility. She also shares insights into how AI is reshaping the approach communication professionals take towards PR and brand building, as well as the key trends she foresees emerging in PR and communications, and more.In a competitive market like India, what role does PR play in establishing a startup’s credibility?Investing in PR early on can help a company build strong relationships with key stakeholders, which, in turn, helps establish a powerful brand position in the market. PR elevates brand visibility in the lifecycle of any startup; building trust and fostering a positive reputation among key stakeholders.Storytelling is vital in this context as it helps the company craft compelling narratives that set it apart from its competitors in a dynamic market such as India.How do you see AI reshaping the way communication professionals approach PR and brand building, and what ethical considerations should be kept in mind when leveraging AI tools in this field?To say that AI has reshaped the way we engage with our stakeholders, craft stories and study data is not enough. In today’s fast evolving and dynamic digital landscape, embracing AI is a necessity for companies aiming to stay competitive and relevant.AI-powered tools help PR professionals gain deeper insights into consumer behaviour, predict trends and tailor brand narratives that align with stakeholders’ interest and preference. Content automation has made it easier to generate ideas, as well as create and refine content more quickly and accurately.Automating PR processes has further improved team efficiency while bringing a greater level of sophistication to PR efforts. This empowers professionals to concentrate on more strategic, high impact activities.Having said that, AI should be treated as a powerful tool, not a replacement for human skills and emotional intelligence. Companies will thrive when AI capabilities are combined with the creativity and expertise of PR professionals.What key trends do you foresee emerging in the PR & Communications landscape in India over the next year, particularly for startups?Startups will increasingly adopt a digital-first approach, leverage data-centric campaigns and collaborate with influencers and micro-influencers to engage with stakeholders. Companies may also prioritize purpose-driven communication, focusing on sustainability, inclusivity, and social impact messaging to connect with consumers. Additionally, video content, particularly short form videos will play a key role in PR strategies.Could you share an example of a brand or campaign that successfully reinvented itself to stay relevant in a competitive market?It has to be Vi’s ‘Be Someone’s We’ campaign. By showcasing real-life stories of community support, Vi positioned itself as a brand that prioritises human connection and social inclusion, generating significant engagement on social media. The company went beyond conventional strategies, setting itself apart in a saturated market and transforming a simple telecom messaging into a powerful call for social good.

In the ever-evolving world of public relations, client servicing has moved beyond a transactional approach to become a dynamic and immersive partnership. PR veteran Hemchandra Shetty, with years of experience in the industry, discusses how PR professionals today are not only managing relationships but acting as true brand custodians. In this exclusive interview, Shetty shares his unique perspective on the evolving role of PR, offering insights into effective client servicing, brand management, and the future of the industry. He also explains why client servicing can be likened to "nursing a pet dog" and how this analogy perfectly encapsulates the dedication needed for successful PR practices.In today's context, how can you define client servicing in PR and its role in brand custodianship ?In the contemporary landscape of public relations, client servicing is much more than a transactional relationship; it is an immersive and deeply engaging partnership. To define client servicing in PR today, one must understand that it involves a thorough and nuanced approach to managing client relationships and brand custodianship.Effective client servicing requires PR professionals to delve deeply into understanding their clients and their brands. This means becoming intimately acquainted with the brand’s identity, market positioning, and the diverse audiences it serves. Brands often cater to a wide range of demographics, each with its own distinct tastes, preferences, and cultural nuances. To truly service a client effectively, one must not only grasp these variations but also anticipate and address the evolving needs of these audiences.Absorbing all the elements that shapes and fills the brand to the effective taste of the consumer, in order to build an emotional, connect between the brand and the consumer, the client or the brand servicing professional has to nourish the brand similar to an emotionally evolved nurse, and the way he/she nurses their beloved pet. Hence, the analogy of "servicing clients/brands is like nursing your pet dog" captures the essence of this commitment. Just as a pet owner must attentively understand and respond to their pet’s needs—whether it's for food, comfort, or attention—a PR professional must immerse themselves in the brand’s core values and the intricacies of its target audience. This involves being proactive, empathetic, and responsive, much like how a pet owner would quickly adapt to ensure their pet's happiness and well-being.In essence, client servicing in PR today is about being an active and empathetic partner. It involves understanding the brand’s essence, predicting and meeting its needs, and continually nurturing the relationship to foster long-term success. This depth of involvement and the ability to adapt to the brand’s evolving needs is what defines effective client servicing and brand custodianship in the current PR environment. Hemchandra, you’ve been a prominent figure in PR for years and just stated an analogy. Can you explain what you mean by comparing servicing clients and brands to nursing a pet dog?Certainly! The analogy of nursing a pet dog aptly captures the essence of client servicing. Just as a pet requires regular care, attention, and understanding, clients and brands demand a similar level of dedication. In the realm of public relations, it is essential to be deeply attuned to a client’s needs, anticipate their concerns, and craft tailored solutions. The relationship between a PR professional and a client mirrors the bond between a pet and its owner, built on trust, empathy, and consistent engagement. By fostering this kind of relationship, we ensure that we not only meet but exceed client expectations, thereby creating enduring partnerships.How has the role of a PR professional evolved over the years, especially in terms of brand custodianship and client servicing?The role of a PR professional has undergone a significant transformation. Historically, PR was primarily about managing media relations and handling crises. Today, it encompasses a broader range of responsibilities, including brand custodianship, strategic planning, and comprehensive content creation. We are expected to act as strategic partners rather than mere service providers. This shift requires us to grasp the brand’s core values, market positioning, and long-term objectives to devise campaigns that resonate with their audience and fortify their brand identity. Effective client servicing now involves proactive engagement and anticipation of needs rather than just reacting to them.What are some key strategies for maintaining a strong and positive relationship with clients? Maintaining a strong client relationship requires a nuanced approach. It begins with active listening, where understanding clients’ needs and concerns through regular communication is crucial. Transparency is another cornerstone; being open about our capabilities, challenges, and the outcomes we expect fosters trust. Consistency in delivering high-quality work and personalizing our services to fit each client’s unique requirements further strengthens these relationships. Additionally, proactive engagement—anticipating client needs and addressing potential issues before they escalate—plays a vital role in sustaining positive relationships.In today’s fast-paced media environment, how important is it for PR professionals to stay updated with the latest trends and technologies?Staying abreast of the latest trends and technologies is paramount in today’s rapidly evolving media landscape. With new platforms and tools emerging continuously, PR professionals must leverage media monitoring software, data analytics, and digital marketing strategies to remain competitive. Being informed about industry trends not only helps in crafting relevant and impactful campaigns but also ensures that we can adapt swiftly to changes. This adaptability allows us to provide clients with innovative solutions and keep their brand at the cutting edge of their industry.What role does strategic planning play in the success of a PR campaign?Strategic planning is fundamental to the success of any PR campaign. It involves setting clear, actionable objectives, identifying target audiences, and creating a detailed roadmap to achieve the desired outcomes. A well-developed strategy ensures that all efforts are aligned with the client’s brand goals and values, enabling us to measure success through key performance indicators (KPIs) and make data-driven adjustments. This approach ensures that every action is purposeful and contributes effectively to the overall brand narrative, enhancing the campaign’s impact and efficiency.How can PR professionals effectively manage media relations to enhance their client’s brand image?Effective media relations are central to enhancing a client’s brand image. Building strong, mutually beneficial relationships with journalists and media outlets is key. This involves understanding each media outlet’s preferences and crafting compelling, newsworthy stories that cater to their interests. Timely communication is also crucial; responding promptly to media inquiries and maintaining a reliable presence helps establish trust. By being honest and transparent, PR professionals can build long-term, positive relationships with the media, which is essential for securing favorable coverage and shaping public perception.What are some common mistakes PR professionals should avoid when servicing clients?In client servicing, certain pitfalls should be avoided to maintain effective relationships. A lack of communication is a significant issue; failing to keep clients informed about progress and challenges can erode trust. Overpromising is another common mistake; setting unrealistic expectations often leads to disappointment. Neglecting client feedback or not acting on it can result in missed opportunities for improvement. Additionally, inadequate research into a client’s industry or audience can undermine campaign effectiveness. A one-size-fits-all approach, rather than tailoring strategies to individual client needs, can also diminish the impact of PR efforts.How do you measure the effectiveness of a PR campaign, and what metrics should clients focus on?Measuring the effectiveness of a PR campaign involves evaluating both qualitative and quantitative metrics. Key metrics include media coverage, which assesses the volume and quality of media placements and mentions. Audience reach is another critical measure, determining how extensively the campaign has engaged the target audience. Engagement metrics, such as likes, shares, comments, and clicks, provide insight into the campaign’s impact on public interaction. Brand sentiment analysis helps gauge changes in public perception, while return on investment (ROI) measures the campaign’s contribution to brand visibility, lead generation, or sales growth.What advice would you give to aspiring PR professionals who want to make a significant impact in the industry?For aspiring PR professionals, continuous learning and adaptability are essential. The PR industry is dynamic, so staying informed about trends and technological advancements is crucial. Building strong communication and relationship skills is also vital, as these are central to effective client servicing. Gaining diverse experiences and tackling various challenges helps develop a well-rounded skill set. Most importantly, approaching each client relationship with empathy and a genuine desire to add value will set you apart and enable you to make a significant impact in the industry.

Zeno Group has named David Lian Regional President, Asia Pacific. A 10-year veteran of the agency, Lian will succeed Paul Mottram, who is stepping down from the role to pursue personal interests. Lian was most recently Managing Director for Growth and Innovation in APAC, where he pioneered Zeno’s data-driven strategic approach and played a leading role in the development of the firm’s adoption of AI technologies, in addition to anchoring several client relationships. Prior to that, David established and led Zeno Malaysia, where he grew the business to a team of 40+ people over a five-year period. Lian will continue to be based in Singapore and will report to Zeno global Chief Executive Officer, Barby K. Siegel. Mottram will remain with Zeno through January 2025 to ensure a smooth transition. “David has been a pillar of Zeno APAC for more than a decade, a capable and visionary leader and staunch champion of our culture, said Barby K. Siegel, global CEO. Together with the region’s talented team of leaders, I am confident in David’s ability to take Zeno forward – building and innovating in ways that will advance our now and next ambition.” “Meanwhile I would like to thank Paul Mottram for his many contributions over the past five years, helping to guide us through the challenges of the pandemic, providing valuable counsel to our clients, and playing a significant role in establishing Zeno China Consulting, our new venture in Mainland China,” she continued. Commenting on his promotion, David Lian said: “I’ve seen Zeno evolve significantly since our beginnings in Asia Pacific in 2012 to become one of the region’s most progressive communications firms. As I look ahead with my trusted leaders and colleagues, we will be focused on ensuring that we are well positioned to help our clients solve business challenges with modern communications and sharp business acumen while also preparing for what’s to come.”  Mottram has led Zeno in Asia Pacific since early 2020. “I’m honoured to have been given the opportunity to work with such talented global, regional, and local teams in my time with Zeno. The company has an ethos and approach that’s unique and perfectly suited to help clients in the region deliver tangible outcomes, across brand and corporate reputation. As David and his team continue to develop and grow the business, I’m going to be cheering loudly from the sidelines,” he said.

MCN (Middle East Communications Network) has launched Interact, an end-to-end connected platform powered by KINESSO, further uniting data, creative production, media and commerce.Building on existing connected capabilities across people, processes and technology, Interact fire powers real-time collaboration that drives faster, more efficient, and personalised marketing across all touchpoints, transforming how brands engage with their audiences and drive business success. With clients at the heart of its design, Interact seamlessly facilitates collaboration cross-agencies and cross-geographies, ensuring that data, tools, and insights work together, and brands have the ability to continuously refine marketing strategies to drive both immediate results and long-term growth.Ghassan Harfouche, CEO of MCN MENAT, commented: “Interact brings connected and personalised world-class data solutions to our clients in MENAT. In a market as dynamic and diverse as ours, the need for localised insights and actionable data is critical. Interact equips our teams and clients with the tools to drive more relevant, impactful, and efficient marketing strategies, rooted in the power of real-time data and technology.”Developed and hosted by KINESSO, Interact connects every touchpoint in the marketing ecosystem, unlocking deeper audience insights for more precise targeting, driving the creation of compelling content faster, and optimising campaigns in real time for greater effectiveness. This translates to increased speed, agility and scale to help clients better engage, convert and retain customers. Interact Integrates Generative AI and Strategic PartnershipsAdobe’s generative AI tools are integrated into the platform and all facets of the content supply chain. Interact also integrates technology from strategic partners including Blackbird.AI, Getty Images and IBM, providing secure access to advanced AI tools and language models inside a single operating system. This in turn empowers MCN’s agencies and clients to create more effective, efficient, and personalised consumer experiences tailored to the varied nuances of the region and with the ability to integrate clients’ first party data, compliant with data privacy regulations. Key features of Interact include:• Enhanced Connectivity and collaboration: By bringing together data, creative production, media and commerce in a single space, Interact optimises team synergies, enabling faster turnarounds and higher-quality outcomes for clients.• Advanced AI and Strategic Integrations: With AI-powered tools, teams can uncover deeper insights and make data-backed decisions with precision, which is essential in maintaining a competitive edge in today’s fast-paced industry. • Localised Audience Data Integration: Interact’s integrated Audience Console provides enriched, market-specific insights, supporting more localised, relevant, and targeted campaigns. • Data-Driven Personalisation: Interact enables tailored campaigns to continually optimise performance to match client objectives, ensuring a highly personalised and effective user experience. Karthik Kumar, Managing Director of KINESSO, added: “Interact is committed to powering smarter, more connected marketing strategies. Globally powered by Interpublic, Interact enables regionally nuanced and globally informed solutions. It combines the best of data, technology, and AI to set new benchmarks for our industry, and new innovations for our clients.”

After eight years of impactful journey at Amazon, Minari Shah has decided to move on from the company, marking the end of her longest professional tenure. She shared her decision in a heartfelt LinkedIn post,During her tenure at Amazon, Minari held pivotal roles across regions and domains. Most recently, she served as Director of International Owned Content & Channels (APAC, EU, LATAM), overseeing strategic communication initiatives across multiple geographies. Before this, she was Director of Corporate Communications for Asia-Pacific, leading regional efforts with precision and innovation.Before Amazon, Minari Shah built an illustrious career in corporate communications, holding senior positions across leading global organizations.Tata Motors: As Head of Corporate Communications, she led the automaker’s communication strategies for over three years.HSBC India: As Sr VP & Head of Corporate Communications, she managed communications for the financial powerhouse.Dell Technologies: Over five years, she served as Director of Corporate Communications for Asia-Pacific and as Head of Corporate Communications, driving regional campaigns.NCR Corporation: Her role as PR Manager for India & SEA saw her managing public relations for key markets.

Burson, the global communications leader purpose-built to create value for clients through reputation, has announced that Taj Reid will join the agency as Global Chief Creative Officer, effective January 8th, 2025. “In a fragmented media landscape, with consumers of information facing an unprecedented volume of noise and clutter, brands and organizations need to reach their most important audiences not only via the right platform at the right time but also through a range of messages and experiences that earn their attention and inspire action,” said Corey duBrowa, Global CEO, Burson. “Taj is an exceptional talent who understands how to reach and motivate audiences at the intersection of creative, design and technology to drive preference and build reputations for clients across industries.” Reid spent the last five years with Edelman, most recently as Global Chief Experience Officer and U.S. Chief Creative Officer. Before that he spent two years as Principal Creative Director at Microsoft, where he led a cross-discipline team of designers, developers and content strategists crafting digital products and community experiences for Mixed Reality. Earlier in his career he served as Vice President, Creative Director at Edelman. Reid was named to the ADWEEK 50 in 2022. “Burson has an ambitious vision that blends the promise of technology with the unique inspiration and insight of human creativity,” said Reid. “By crafting engaging experiences powered by creative, design and technology, we can build future-ready brands that resonate and connect meaningfully with people. I’m thrilled to join Burson and help its clients create this kind of impact.” Simon Shaw, who had previously served as Burson’s Global Chief Creative Officer, will leave the agency at the end of the year. “I’d like to thank Simon for his leadership during this past year with Burson and for the contributions he made to Hill & Knowlton over his 10 years with the firm,” duBrowa added. “I wish him the very best in his future endeavors.”

Clarity Communication, one of India’s largest integrated PR & marketing agencies, has announced its expansion into Canada. This strategic move positions Clarity to support Canadian and North American brands by leveraging globally resonant narratives to expand market reach and drive international growth. With a seasoned team and a client-centric, results-driven approach, Clarity is set to redefine PR strategies for brands seeking sustainable expansion in a globalized market.As brands increasingly look to extend their presence internationally, the global PR market is projected to reach $116.4 billion by 2025, with a compound annual growth rate (CAGR) of 6.7%. This growth reflects the demand for strategic brand-building efforts and cross-border narratives. Canada’s PR market, in particular, is experiencing similar trends, presenting a substantial Total Addressable Market (TAM) for firms offering integrated communication strategies. As Canadian brands strive for greater global recognition, Clarity Communication is poised to help them craft compelling, localized campaigns that resonate on a global stage.Sowmya Iyer, Founder & CEO of Clarity Communication, shared, "We are thrilled to expand into Canada, where the demand for strategic and impactful communication solutions continues to rise. Our success in India has given us the confidence to help brands navigate dynamic markets, and we look forward to leveraging our expertise to support Canadian businesses as they build their stories internationally."Anirudh Das, Head of International Operations at Clarity, added, "This expansion is a critical step in our mission to empower brands globally. With Canada’s thriving economy and growing demand for international PR expertise, Clarity is ready to deliver strategies that resonate across borders, fostering long-term, meaningful connections for brands seeking global reach."Tanya Sharma, Global Marketing Head, highlighted, "Canada’s strong economy and increasing demand for global connections present a unique opportunity for us to introduce Clarity’s integrated PR solutions. We are excited to support Canadian brands in enhancing their narratives and engaging audiences across multiple markets."Clarity Communication brings a wealth of experience in delivering high-impact PR strategies across various industries, including technology, real estate, electric transportation, and healthcare. This expansion reinforces the agency’s commitment to adapting to the evolving needs of global PR, with a focus on digital, content-driven, and data-backed engagement strategies.

Tilak Amitava Chowdhury has joined AECOM as Marketing and Communications Lead India. Prior to this he was the DGM - Corporate Communications at Egis India Consulting Engineers Pvt Ltd. He held the position of Senior Manager - Corporate Marketing and Communications at Jubilant Life Sciences Ltd. He was also a Freelance Journalist at Times of India.He has more than 20 years of experience working in internal and external communications, advertising, public relations, exhibitions, events, social media, freelance journalism, employer branding and employee engagement. He is an alumnus of Southern New Hampshire University and University of Mumbai.

In a notable career move, Aakriti Thakur has taken on the role of Head of Brand & PR at Paras Health, bringing over a decade of expertise in strategic brand management, public relations, corporate communications, digital marketing and business management. Known for her innovative approach to enhancing customer experiences and building strong brand narratives, Aakriti has established herself as a leader in the space. She was previously associated with Healthians as a founding member & AVP - Brand & Marketing, where she played a pivotal role in its growth and market positioning.Her contributions to the field have earned her several prestigious accolades, including:•ET Inspiring Women Leader, 2024•Brand & Marketing Visionary of the Year 2024, by Exchange4Media •Excellence in Strategic Brand & Marketing Leadership by ET •BW Marketing 40 under 40, 2023•Times Leaders of Tomorrow In her new role, Aakriti is expected to continue her journey of excellence, leveraging her expertise to shape strategic communications and drive impactful initiatives in the healthcare space.

Adgully has consistently celebrated and acknowledged the accomplishments of women entrepreneurs and leaders in various sectors. One of our notable initiatives, W-SUITE, focuses on highlighting extraordinary women achievers in the Media & Entertainment, Advertising, Marketing, PR, and Communications industry. In this updated series, we aim to explore how women leaders adeptly manage their teams and overcome challenges in the dynamic landscape of their respective industries.In an exclusive interaction with Adgully, Ayushi Arora Gulyani, Founder & CEO, Media Corridors, emphasizes on the unique strengths of women leaders and their evolving role in the industry. She shares strategies for balancing professional and personal commitments and highlights the importance of mentoring future women leaders. Gulyani discusses key projects at Media Corridors and their focus on driving client success through visibility, credibility, and innovative branding solutions.Media Corridors is widely recognized for creating impactful visibility and credibility for brands. How did your vision for Media Corridors evolve, and what has been the journey behind its success in the branding and PR space?The vision for Media Corridors emerged from my passion for helping brands craft narratives that resonate deeply with their audiences. As a communication coach and PR strategist, I envisioned an agency that bridges the gap between strategy and storytelling, delivering visibility with purpose. The journey has been one of constant learning – balancing the art of personal branding with the science of PR to build authentic, long-term credibility for our clients. By adapting to market trends and prioritizing innovative communication methods, Media Corridors has grown into a trusted partner for brands and leaders looking to leave a lasting impact.As a woman leader, what qualities do you feel set women leaders apart? How have you incorporated these qualities into your own leadership style to drive Media Corridors’ success?Women leaders often bring empathy, resilience, and collaborative energy to the table – qualities I’ve consciously woven into my leadership at Media Corridors. By focusing on mentorship and open communication, I’ve created an environment where ideas thrive, and every voice is valued. My leadership style also emphasizes clarity in communication – a skill I regularly coach others on – while promoting a culture that supports work-life balance. This combination has been pivotal in fostering a motivated team that consistently delivers impactful results.With the dynamic landscape of marketing and branding, what innovations do you believe women leaders bring to the table? How do you foresee the role of women in this field evolving further?Women leaders bring a nuanced understanding of communication, adaptability, and the ability to view challenges holistically. These strengths translate into groundbreaking approaches to branding, such as human-centric campaigns and inclusive messaging. At Media Corridors, I’ve observed how women’s perspectives fuel innovation, whether through fresh storytelling angles or digital-first strategies. As the industry evolves, I see more women shaping the future of marketing by leading with authenticity and driving initiatives that prioritize meaningful connections.Juggling multiple responsibilities is often challenging. How do you balance your professional commitments with personal life, and what advice would you give to other women striving to achieve this balance?Balancing professional and personal commitments requires intentionality. For me, this means structuring my day with clear priorities and making time for activities that recharge me – like coaching sessions or family time. My advice to women is to embrace flexibility: be open to adjusting plans and seek support when needed. Success lies in creating a rhythm that works for you, recognizing that balance doesn’t mean perfection but rather making space for what matters most.Your team is known for crafting unique marketing collaterals like presentation decks and corporate films. Could you share more about the creative process behind these assets and how they contribute to your clients’ profitability?Our creative process begins with understanding the client’s unique story and brand voice. By applying communication coaching principles, we design collaterals – like decks and films – that not only captivate, but also educate and inspire. Each piece is a blend of visual storytelling and strategic messaging, tailored to meet specific goals. This approach helps our clients stand out in competitive markets, enhancing their profitability by building trust and driving conversions.What is your approach to nurturing the next generation of women leaders within Media Corridors? Are there specific mentorship practices or leadership values you emphasize?I focus on empowering emerging women leaders by offering tailored mentorship and leadership training to those who are ready to learn. This includes skill-building in personal branding, effective storytelling, and confident communication – key attributes for thriving in PR and beyond. I also emphasize the value of adaptability and encourage women to embrace their unique strengths. By creating a safe space for growth and constructive feedback, I aim to inspire them to lead with clarity and conviction.Reflecting on the industry over the years, how have you observed the evolution of women’s contributions in marketing and branding? Are there any shifts or trends that stand out?Women have redefined the branding and marketing landscape by championing authenticity and inclusivity. I’ve seen a shift toward campaigns that reflect real stories and diverse voices, often led by women who understand the power of connection. This evolution has also created space for more women to take on leadership roles and influence strategies, paving the way for equitable and innovative practices in the industry.Could you share any current or upcoming projects you are particularly excited about at Media Corridors? How do you see these projects aligning with your company’s growth vision?One exciting initiative is our focus on integrating personal branding workshops into PR campaigns. By combining data-driven strategies with communication coaching, we aim to elevate our clients’ visibility while strengthening their individual and corporate identities. This aligns with Media Corridors’ vision of becoming a holistic branding partner that not only tells stories but shapes them meaningfully for long-term success.With the rapid digital transformation in PR and branding, how do you stay updated on industry trends, and what resources or strategies do you rely on to keep your team at the forefront of innovation?Staying ahead means immersing myself in the latest trends through webinars, thought leadership content, and industry events. I also prioritize upskilling within the team by organizing workshops on digital tools and communication techniques. Encouraging a culture of curiosity and continuous learning has been instrumental in keeping Media Corridors innovative and ready to tackle the challenges of an ever-evolving PR landscape.

Ruder Finn, one of the world’s largest independent global communications and integrated marketing agencies, has launched rf.aio, its new LLM optimization offering in collaboration with influenceAI. rf.aio is Ruder Finn’s proprietary all-in-one AI optimization offering that monitors and optimizes brand and product mentions in public LLMs to support client marketing and reputation efforts. rf.aio includes automated LLM monitoring and remediation through an AI platform developed by influenceAI, a member of our AI Advisory Council.As more users turn to LLMs for answers, AI is quickly becoming the new “super influencer,” and LLMs are emerging as the next generation of search. rf.aio directly addresses this shift in user behavior by offering monitoring of popular LLMs like OpenAI’s ChatGPT, Anthropic’s Claude, Google’s Gemini, and Meta’s Llama to evaluate how they respond to brand-related queries. rf.aio identifies key factors such as awareness, accuracy, brand affinity, and amplification, influencing the LLM responses to queries and providing actionable insights for response remediation. Based on these findings, rf.aio identifies, creates and places corrective content, then trains public models to prioritize these levers — redirecting them toward trusted and factually accurate sources that address biases, correct misinformation, and as a result, enhance brand perception.“At Ruder Finn, we’re always looking towards what’s next. We partnered with influenceAI to create rf.aio as a powerful marketing and communications tool to help clients listen to LLM responses at scale and influence how their brands are represented through LLM search,” said Kathy Bloomgarden, CEO of Ruder Finn. “As LLMs become the predominant mode of search, it’s imperative that brands adapt to these new platforms, and our new rf.aio offering is instrumental in helping our clients navigate this change.”This new collaboration is spearheaded by the rf.TechLab, Ruder Finn’s analytics and emerging technologies incubator. Launched in 2018, rf.TechLab fuels the development of solutions that help brands leverage the latest cutting-edge advancements in data science, modeling, machine learning, and artificial intelligence to solve complex business challenges.“With millions of people relying on LLMs daily, there is a lot on the line for the brands! What happens if an LLM mistakenly associates a brand or its products with negative terms? Or if it omits crucial product information?” said Tejas Totade, CTO of Ruder Finn. “Although brands can’t retroactively change what these models already ‘know,’ with rf.aio and influenceAI, they can introduce new, brand-supportive and accurate content into the information ecosystem, hoping to steer future brand-related responses from these LLMs.”This launch of rf.aio comes on the heels of Ruder Finn’s recent announcement about its new global RF AI Advisory Council, chaired by OpenAI pioneer Zack Kass. Ruder Finn is currently using rf.aio with a number of clients.

Tales & Heads, a UAE-based communications agency renowned for its strategic consultancy and creative storytelling, has officially partnered with UK-based reputation, risk, and crisis communications consultancy REKT Partners to introduce Tales & Heads Reputation.This new venture aims to enhance services in crisis preparedness, crisis simulations, and recovery strategies, utilizing REKT Partners’ expertise, training, and digital tools.Margaret Flanagan, Co-Founder of Tales & Heads, emphasized the strength of their collaboration: “We’ve worked closely with George Godsal and the REKT team for years, providing invaluable support to our clients. George’s strategic insight and composure in challenging situations are unmatched. With the launch of Tales & Heads Reputation, we’re expanding this partnership to offer comprehensive tools and training that empower clients to confidently manage crises.”REKT Partners, led by founder and crisis expert George Godsal, brings over 25 years of experience advising top-tier global businesses and governments. George’s background includes work across sectors such as finance, tourism, manufacturing, and retail, with significant expertise in the Middle East.The synergy between REKT and Tales & Heads founders, Margaret Flanagan and Lisa King, both with over 40 years of combined crisis management experience, strengthens this initiative. Their collective expertise spans diverse challenges, from natural disasters to product recalls, litigation, and navigating misinformation.George Godsal expressed enthusiasm for the partnership, stating: “Tales & Heads is one of the most dynamic agencies in the MENA region, and Tales & Heads Reputation represents the evolution of our successful collaboration. Together, we’re offering specialized crisis communication services that perfectly align with Tales & Heads’ capabilities. This partnership enables us to extend strategic counsel to clients across MENA and beyond.”With REKT based in London and Tales & Heads headquartered in the UAE, this alliance ensures seamless international coverage, providing support across time zones to meet the growing needs of global clients.

Eunity Partners, a global advisory, consulting, and executive search firm, has announced its entry into the Indian market as part of its strategic expansion into Asia. This move reflects the company's commitment to addressing the growing demand for executive talent and leadership consulting in India's dynamic business landscape.Eunity's approach prioritises hands-on client partnering, focused on long-term support, implementation of strategic programs, blending the lines between consultant & client teams. At present they offer advisory & consulting services in operations & supply chain, human resources, go-to-market and tech. They cite the necessity of this long-term approach weighted towards implementation, as being a consequence of rapidly changing market conditions across technology, geopolitics, sustainable business and the social sphere. To this end, their team is made up of leaders with significant operational credentials, as opposed to career consultants.The firm also places top talent globally, from Director-level to C-suite roles, across a range of key functions, complimenting their consulting work. While Eunity Partners serves clients in Europe and the U.S., its focus on high-growth emerging markets—particularly India and Mexico—aligns with its mission to support companies with global operations, connections, or aspirations. Eunity Partners aims to support Indian companies in navigating growth, transformation, and talent management by combining global expertise with deep local insights.Eunity’s values-driven ambition has been attracting notable leaders in the UK tech and social impact sectors. Ian Golding, former Group CIO of ERM, joined as a CxO Advisor and Executive Board Member, alongside Adrien Gaubert, Co-Founder of the diversity talent platform myGwork. In August 2024, Javier Simon Leon, former Director of Consulting and VP of Operations for Henkel LATAM, came on board as Associate Partner. November 2024, also saw the addition of Leonardo Lima, former VP of Sales & Marketing at Danone and former CMO of Samsung Chile, as Executive Consultant.To lead its growth in India, Eunity Partners has appointed Farhan Ahmed Hazarika as its Associate Partner. Farhan will spearhead the firm’s management consulting services in people and human resources, as well as drive the firm’s expansion efforts in the Indian market.With over 16 years in human resources, Farhan brings deep expertise in talent acquisition, development, and organizational growth. Most recently, he served as Head of HR at Teachmint, where he initially joined as Head of Talent. Previously, as Associate Director of Talent Acquisition at Meesho, he played a key role in building product teams and enhancing campus engagement. A founding team member at CoWrks, Farhan helped scale the company across multiple locations, shaping its talent strategies. His leadership journey also includes serving as Head of Talent Acquisition at 91Springboard."India represents a major milestone in our global growth strategy," said Maxwell King, Managing Partner at Eunity Partners. "The country's rapidly changing market and its need for premier executive talent make it a significant focus for us. We are delighted to have Farhan Ahmed Hazarika on board to lead our India operations. His deep expertise in talent acquisition and organizational development aligns with our commitment to impactful leadership. We are confident he will bring valuable insights to our clients and develop innovative consulting solutions in the region."Commenting on his new role, Farhan Ahmed Hazarika, Associate Partner at Eunity Partners, stated, "I am excited to join Eunity Partners at a time when strategic talent solutions are vital to India’s dynamic business environment. My goal is to empower clients with innovative strategies that foster sustainable growth and long-term success."

Avance PR, a boutique and one of the fastest-growing PR agencies in India has recently won the mandate for managing Public Relations campaigns for Stovekraft, a leading kitchen and home appliances company in the country. As part of the mandate, Avance PR will strategise impactful PR campaigns and media relations across the North India region including Delhi NCR, Haryana, Uttar Pradesh, Uttarakhand, Rajasthan, Jammu & Kashmir, and others.Headquartered in Bengaluru, Stovekraft is a household name in the kitchen appliances industry. It is known for bringing its innovative and user-friendly product line for Indian customers under the brands - Skava, Pigeon and Gilma. With a robust presence across western and southern India, the company is now focusing on strengthening its foothold in the North to capitalise on immense growth opportunities. Avance PR is a boutique PR agency in Gurugram (Haryana). It will embark on a series of initiatives to design a strategic communications strategy including media outreach and thought leadership to align Stovekraft’s positioning with unique market dynamics. The series of campaigns will further highlight Stovekraft’s product innovation, customer-centricity and leadership in the kitchen appliances sector.Expressing her enthusiasm about the mandate, Ritika Garg, Founder & CEO of Avance PR said, “We are elated to partner with Stovekraft. It has been synonymous with quality and innovation in the market for years. Hence, our focus will be on crafting a cohesive PR strategy that will enhance the company’s presence among the North Indian audience while reinforcing Stovekraft’s positioning as a trusted leader in the kitchen and home appliances industry."The collaboration demonstrates Avance PR’s outstanding performance in delivering results-oriented media campaigns across diverse industries. The agency leverages its deep understanding of regional markets and is set to roll out an integrated PR approach, encompassing traditional and digital media platforms through strategic media partnerships. This partnership marks a significant step in Stovekraft’s journey to emphasise on its North India business operations while continuing to acquire customers with world-class products and solutions.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Ushang Sheth, Head of Corporate Communications, HDFC Securities, delves into his diverse experience across various sectors, including media, financial services, and corporate communications. He discusses how this background has shaped his approach to strategic communication and PR in his new role at HDFC Securities. Sheth also shares his insights on the evolving role of communication in the financial sector, particularly in building trust and engagement with stakeholders. He reflects on leading brand awareness campaigns and corporate reputation management efforts, shedding light on his key priorities for driving growth through communication at HDFC Securities. Additionally, Sheth outlines his strategies for differentiating the brand in a competitive market and more.Having worked across various sectors, including media, financial services, and corporate communications, how has your diverse background shaped your approach to strategic communication and PR in your new role at HDFC Securities?My journey into Corporate Communications has been a natural progression shaped by my diverse experiences as a research analyst, journalist, PR professional, and now, a corporate communications professional. Each of these roles has provided me with a unique perspective on various communication styles and audience expectations, enabling me to tailor messages that resonate effectively with a wide range of stakeholder groups.Over the years, I have honed essential skills in storytelling and narrative crafting, which are fundamental to corporate communications. My varied background has underscored the importance of strategic planning in communication efforts. I approach each campaign or initiative with a clear objective, defined key performance indicators (KPIs), and a comprehensive analysis of the target audience. This ensures that HDFC Securities’ communication efforts are both effective and measurable.Additionally, my experience across different sectors has fostered my adaptability. The financial landscape is continuously evolving, and the ability to pivot communication strategies in response to emerging trends, regulatory changes, or shifts in audience behaviour is crucial for maintaining relevance and impact.Given your extensive experience in financial services, particularly with companies like L&T Finance, Aditya Birla Money, & Reliance Capital how do you see the role of communication evolving in the financial sector, especially in terms of building trust and engagement with stakeholders?The communications landscape in the financial sector is rapidly transforming due to technological advancements, changing stakeholder expectations, and a heightened focus on transparency. Trust remains paramount for stakeholders, making it crucial for communications professionals to maintain integrity and comply with regulations.Financial institutions are shifting from traditional media interactions, like press releases, to utilizing digital platforms for immediate engagement. Social media and online forums are now essential for real-time communication and crisis management. Additionally, organizations are using analytics to understand stakeholder preferences and create more impactful messages, increasing engagement and effectiveness.As financial inclusion gains importance, communication strategies are adapting to serve diverse audiences by considering language and cultural sensitivities, thereby fostering stronger relationships and enhancing trust among different stakeholder groups.You’ve successfully led brand awareness campaigns and corporate reputation management efforts. What are your key priorities for driving growth through communication at HDFC Securities, and how do you plan to differentiate the brand in a competitive market?HDFC Securities has been in operation for nearly 25 years and has established a strong reputation as a trusted brand within the financial sector. The company is recognized for its core values of customer centricity, integrity, innovation, excellence, and sustainability – principles that form the foundation of its communications.At HDFC Securities, research is integral to all our activities, and we take great care to craft our communications to be consumer-centric rather than merely product-focused. Differentiation is key for us; we highlight our unique selling propositions, which include advanced investment tools, robust security measures, and exclusive research insights. Additionally, we offer innovative products such as Stock SIPs, ETFs at zero charges, and Margin Trading Funding (MTF), enabling investors to maximize their purchasing power at competitive interest rates. We also provide wealth management advisory services that operate on a fixed-fee basis rather than being driven by brokerage fees, among other offerings.Another critical area we are focusing on to enhance brand engagement is education. We believe that by fostering educational initiatives, we can establish our brand as a thought leader in the industry, thereby building trust and fostering deeper engagement with our clientele and the community at large.At HDFC Securities, how do you intend to leverage creative storytelling to simplify complex financial concepts for the average investor while maintaining the brand’s credibility?At HDFC Securities, investor education stands as a cornerstone of our commitment to serving and enlightening our customers. As pioneers in this field, we recognize that learning is a continuous and dynamic process that takes place around the clock. Our mission is to ensure that our customers have a thorough understanding of all aspects of the capital markets, particularly in the realm of investing.To achieve this, we offer a comprehensive online training program that covers a wide array of topics, including Futures & Options, Bonds and the Bonds Market, and Currency Derivatives. Our live interactive sessions provide customers with hands-on experiences in the markets, allowing them to receive immediate answers to their questions from our seasoned trainers. Participants gain valuable insights into Technical Analysis, Fundamental Analysis, Market Sentiment, Trading Strategies, and various types of investments, empowering them to make informed investment decisions.As part of our HDFC SKY initiative, we launched SKY Learn, a platform that features thoughtfully designed educational content on a variety of subjects such as IPOs, Trading Strategies, Personal Finance, Financial Planning, and Derivatives. Our commitment to education ensures that our customers are well-prepared to navigate the complexities of the financial landscape.Furthermore, we strive to create content that is easy to understand, user-friendly, and accessible to the youth. Recognizing that young people primarily consume content online – through various news apps and modern social media platforms like YouTube and Instagram – we regularly produce ‘snackable’ content that resonates with their preferences. Our aim is to engage and educate the next generation of investors effectively.With your previous media experience at CNBC TV18 and Zee Media, how do you view the current media landscape in relation to financial communications, and what strategies will you use to engage with media partners effectively?The current media landscape is shaped by several key trends and dynamics, including digital transformation, an increased demand for transparency, real-time communication, a focus on Environmental, Social, and Governance (ESG) criteria, and data-driven insights, among others. Journalists covering finance have one fundamental request which is to ensure that the messaging is solid, direct, data-driven, and clear.As a financial services firm, HDFC Securities has a wealth of data at its disposal. By leveraging this high-quality data, we create compelling content that resonates with our media partners and their audiences.It’s important to note that media professionals often seek confirmation for their stories; this is where the support of brand spokespeople becomes invaluable. They can provide relevant and credible content and industry information that enhances the trustworthiness of the stories by the journalists.Additionally, engaging with regional media is essential, as they often have a significant reach within their local communities. Content that incorporates local flavour is particularly relevant and of greater interest to these outlets.

Leading integrated communications agency Seven Media today announced it will help launch premier business reality television series The Final Pitch in the UAE. Seven Media’s Owner, Gregg Fray, has also been named as one of the show’s strategic advisors and on-screen mentors.Created by leading Asian production house Dragon’s Nest to showcase and empower the next generation of entrepreneurs, The Final Pitch’s unique “Shark Tank-meets-The Apprentice” format aired on CNN in the Philippines for 10 seasons.The show connects emerging entrepreneurs with investors, providing them with not only funding but also strategic mentorship throughout each season. Since launching, over 350 start-ups have participated, generating millions of US dollars in funding for young entrepreneurs.Following its success in Asia, the show is now expanding beyond its borders and The Final Pitch: Dubai will be the show’s first edition in the Middle East.Seven Media will develop and execute the show’s launch in its role as PR partner, identifying key local stakeholders and tailoring the show’s approach to resonate with audiences across the UAE, regionally and across the world. Seven Media’s video content arm, Seven Studios, will provide support when the show goes into production in April 2025.Seven Owner Gregg Fray will feature in the cast of The Final Pitch: Dubai in the role of PR and Communications Mentor, offering valuable insights and guidance to the start-up contestants. Fray’s mentorship will focus on helping contestants understand the critical role that media exposure, branding, storytelling, and effective communications play in scaling their businesses.“This partnership is a perfect match for Seven’s mission to drive innovation and growth in the region,” said Fray. “By mentoring contestants and advising them on the crucial role of media, branding, and storytelling, we’re helping to build the next generation of successful entrepreneurs. It’s exciting for us to be part of such a dynamic platform that supports ambitious startups in the Middle East.”John Aguilar, Chief Exponential Officer at Dragon's Nest, added: “The vision of the UAE aligns perfectly with the vision of The Final Pitch’s mission to foster innovation, entrepreneurship and economic growth.“Seven’s understanding of local market dynamics will allow us to tailor The Final Pitch’s approach to effectively reach Middle Eastern audiences, increase viewer engagement and build a loyal fanbase. We can’t wait to get started.”

Publicis Groupe Middle East, a global leader in marketing, communications, and business transformation, has announced a strategic partnership with the Dubai Business Women Council (DBWC) to host a series of workshops designed to elevate female-founded micro, small, and medium-sized enterprises (MSMEs). This collaboration aims to equip women entrepreneurs with essential marketing and communications knowledge to drive growth and success for their businesses.The workshops, which will be open to DBWC members, are tailored to address the unique challenges faced by small business owners in today’s competitive marketplace. These sessions will provide actionable insights that are typically available only to large, global brands, enabling female entrepreneurs to apply cutting-edge strategies to their own businesses.Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, expressed his enthusiasm about the partnership: “Effective marketing and communication have the power to transform businesses, but access to these resources is often limited for small business owners. By working with the Dubai Business Women Council, we aim to democratize these insights and break down barriers for women entrepreneurs. This initiative is a vital step toward creating a more inclusive business environment, empowering women to succeed and grow their brands.”The workshops will cover a wide range of topics, including public relations, brand communication, digital marketing, social media strategies, and growth-driven innovation. Publicis Academy, the company’s internal wing focused on upskilling and knowledge-sharing, will provide ongoing support for the initiative, ensuring the content is relevant and impactful. Insights gathered from a survey identifying key pain points of MSMEs will guide the structure of the sessions.Nadine Halabi, Head of Business Development and Operations at DBWC, shared her perspective: “Empowering female entrepreneurs with the tools to elevate their brands is crucial to driving innovation and economic growth in Dubai. Our collaboration with Publicis Groupe Middle East gives our members access to strategic marketing and communication expertise that’s usually reserved for larger corporations. These workshops will help women-led MSMEs make informed, impactful decisions, contributing to both personal and professional growth. Together, we are fostering a more dynamic and inclusive economy.”The first workshop, titled "The Power of Founder-Led Brands", took place on 14th November 2024. It was led by Andira Raslan, Business Director, and Sophia Boudjemaa, Business Director, Strategy & Insights, from MSL Group Middle East. The session highlighted the significance of personal branding for female founders and explored how they can leverage their stories to build stronger brand identities. Participants were introduced to strategies for cultivating trust with customers and creating lasting impact by integrating authenticity into their brands.This collaboration reflects both Publicis Groupe Middle East and DBWC's commitment to supporting women’s professional and personal growth. By providing female entrepreneurs with the necessary resources, the initiative will help strengthen their businesses and drive economic growth within Dubai.

Jasleen Kaur G has joined Bata India as Head of Category Marketing & PR. Before this, she was the Founder & CEO at Indiawood Global. Kaur is an experienced marketing & communications professional with more than a decade of experience. As part of her new position, she will be spearheading marketing portfolio of brands such as Hush Puppies, Bubble Gummers, North Star, Power, Bata, Floatz, Nine West.She was the Assistant Vice President - Marketing & PR at Reliance Brands Limited and Head - Marketing, Public Relations & Sustainability (Indian sub continent). She held the position of Senior Executive - Digital Marketing & PR at Canon India and Associate - Conferences at India Infrastructure Publishing Private Limited. She was also a journalism intern at The Hindu.She is an alumnus of Management Development Institute, Gurgaon and Columbia University.

Procam International, India’s leading sports IP promoter, is pleased to announce the elevation of Neha Kandalgaonkar to the position of Vice President & Head - Corporate Communications & PR.In her new role, Neha will spearhead the organization’s strategic communications initiatives, including media relations, and crisis management in addition to global athlete partnerships. She will also oversee the development and execution of integrated communication campaigns for Procam’s marquee events and initiatives - such as the Tata Mumbai Marathon, Vedanta Delhi Half Marathon, Tata Consultancy Services World 10K, and Tata Steel World 25K Kolkata.Kandalgaonkar has been an integral part of Procam International since 2014, where she has successfully led the Media & PR portfolio. Prior to joining Procam, she gained valuable experience at Zzebra PR and Concept PR, working with a diverse range of clients, including 92.7 BIG FM, Godrej Consumer Products, Tourism Queensland, Cinemax, Onida, Wizcraft, EmmayHR, and more.With a strong background in sports PR, Kandalgaonkar has also been associated with prominent sporting events, federations, and leagues, such as the ICC, Rajasthan Royals, Aircel Chennai Open, Mahindra Racing, HIL, ICC Women’s World Cup, IRFU, Ten Sports, and grassroots initiatives like the Mahindra Youth Football Challenge, Coca-Cola Cricket Cup, and Airtel Rising Stars.Commenting on the appointment, Vivek Singh, Joint Managing Director of Procam International, said, “I still remember Neha’s first day in the office; her energy and enthusiasm was infectious. From that day to today, her deep understanding of the sports industry, coupled with her exceptional communication skills, has led her to become the ideal person to drive our strategic communication efforts. As we embark on this new chapter of growth, we are confident that she will continue to elevate our brand and strengthen our relationships with the media, stakeholders, and the public.”Neha Kandalgaonkar expressed her excitement about the new role, stating, “It’s been a decade and feels like a marathon, but truly, it’s been a Dream Run for me at Procam International. I’m deeply grateful to Anil and Vivek Singh for their trust and to my team for their unwavering support and dedication. Together, we’ve achieved so much, and I’m excited to step into this role as we enter a new chapter, ready to build on the work done and continue contributing to India’s growing sports landscape.”Procam International has been a trailblazer in India’s participative sports landscape, pioneering distance running events and championing health, fitness, and community engagement through its marquee events. Procam’s flagship events, including the Tata Mumbai Marathon, have played a vital role in inspiring active lifestyles and igniting the philanthropic spirit across the nation.

Prosek Partners has entered into a 14-month contract worth $2.7 million to provide strategic communications and advisory services to Saudi Arabia’s Public Investment Fund (PIF), a sovereign wealth fund with assets totaling $925 billion.Chaired by Crown Prince Mohammed bin Salman, PIF plays a pivotal role in driving Saudi Arabia’s Vision 2030, a transformative initiative aimed at diversifying the nation’s economy and modernizing various sectors.Under the agreement, which commenced on November 5, Prosek Partners will deliver a comprehensive suite of services to enhance PIF’s global reputation. The firm will focus on international communications, stakeholder engagement, and positioning the fund’s sponsorship initiatives as impactful and sophisticated investments on the global stage.Collaborating closely with PIF’s corporate affairs division, Prosek is tasked with crafting an integrated content strategy, conducting thorough executive media monitoring, and fostering relationships with key stakeholders. The firm will also provide advisory support for PIF’s sports sponsorships and events, offering on-ground assistance across Saudi Arabia, Europe, China, and the United States.A key component of the engagement involves showcasing how PIF’s sponsorship activities are contributing to the growth of various sports and unlocking new opportunities within the global sporting ecosystem.The dedicated PIF team at Prosek Partners is led by Jennifer Prosek, the firm’s founder and CEO. Supporting her are Jon Schwartz, managing director and head of sports; Diana Estupinan, managing director and head of MENA operations; and Chris Tropeano, senior vice president specializing in sports initiatives.This partnership underscores PIF’s commitment to elevating its global presence and influence through strategic communication and sponsorship endeavors.

A Communications, a leading marketing agency renowned for its integrated communication campaigns within construction, technology and government sectors, announced the signing of its latest client, PlusX Electric, a pioneering electric vehicle (EV) charging company committed to enhancing the UAE’s sustainable transportation infrastructure. A Communications will support PlusX Electric in delivering its brand messaging, enhancing visibility in the clean energy sector, and driving the company’s mission of accessible, eco-friendly mobility solutions.  With a dedicated team that understands the rapidly evolving landscape of sustainable energy, A Communications will lead public relations efforts to spotlight PlusX Electric’s innovative approach and accelerate its industry growth. Services will include strategic media relations, brand storytelling, and thought leadership positioning, ensuring that PlusX Electric reaches key audiences while promoting environmental consciousness.  “We’re thrilled to welcome PlusX Electric to our roster of clients. Their commitment to a greener future resonates deeply with our own values, and we look forward to amplifying their initiatives as they set new standards in EV infrastructure,” said Alexandra Williams, CEO of A Communications. “This partnership will allow us to leverage our expertise in clean energy PR, engaging stakeholders who share our vision for a sustainable UAE.” Chintan Sareen, CEO of PlusX Electric, shared his enthusiasm about the partnership, saying, “Joining forces with A Communications marks an important step for PlusX Electric as we work to build awareness and encourage adoption of electric vehicle infrastructure in the UAE. We are confident that A Communications’ expertise in strategic storytelling will help us connect with our audience and inspire a shift towards sustainable transportation across the region.”  As technology becomes increasingly important across all sectors, coupled with UAE’s commitment to being a leader in innovative technology and its implementation, in line with His Highness Sheikh Mohammed bin Rashid Al Maktoum’s Dubai 10X which envisions a Dubai that is ahead of the world by 10 years, A Communications is expecting to see an increase of likeminded brands coming onboard as clients.  The partnership underscores A Communications’ dedication to supporting companies that are driving impactful change through technological advancement and environmental stewardship. As PlusX Electric embarks on the next stage of its expansion across the UAE, A Communications will help solidify its position as a trusted leader in the electric vehicle charging industry.

OpenAI’s recent partnerships with leading publishers such as Condé Nast, News Corp, TIME Magazine, and Axel Springer represent a significant evolution in the ever-evolving landscape of content creation and journalism. These deals blend AI’s technological capabilities with high-quality journalism, enabling efficient, personalized content distribution while preserving editorial standards. For the publishing industry, these collaborations open new revenue streams and enhance digital presence, while for OpenAI, they ensure access to credible, diverse, and authoritative content to power its platforms, including SearchGPT.This innovative alliance underscores the potential of AI to revolutionize content production, but it also unlocks new possibilities for media relations and earned media strategies. For PR professionals, this evolution brings both opportunities and challenges.How will these partnerships influence the dynamics between publishers, PR practitioners, and AI-driven platforms? Will earned media efforts become more targeted and effective, or will the increasing reliance on AI blur the lines between authentic storytelling and algorithmic content? This feature story delves into the profound implications of OpenAI’s collaborations for the future of PR, exploring how the industry can adapt to a rapidly changing media ecosystem.A significant shiftExpanding on OpenAI’s content agreements with major publishers reveals a significant shift in how PR professionals approach media relations and earned media, says Sowmya Iyer, Founder and CEO of Clarity Communication.These partnerships, according to Iyer, mean that AI platforms like ChatGPT now prioritize high-quality content from reputable sources, making it more challenging for PR stories to stand out without meeting top-tier publisher standards.“For PR teams, this raises the bar on storytelling, pushing them to ensure every narrative is not only relevant but also crafted with the editorial quality that AI models recognize as credible and informative. This shift may also require new metrics to gauge success in an AI-driven landscape, as visibility and engagement may increasingly depend on how well content aligns with the standards of trusted publishers. PR professionals will need to adopt a dual approach, creating stories that resonate with human journalists while also structuring information in a way that AI can easily interpret and amplify. The result is both a challenge and an opportunity to refine PR strategy, helping brands maintain a strong presence across evolving media landscapes shaped by AI,” she adds.Concurring with Iyer on this, Priyanka Bhatt, Founder & CEO, Equations PR & Media, feels that the recent content agreements between OpenAI and major publishers are a turning point for media relations. Being a PR professional, she sees both opportunities and challenges arising from this.“On the one hand, having access to such a vast pool of publisher content allows us to craft more data-backed narratives and ensures more informed storytelling. However, with AI-driven platforms playing a larger role, the emphasis on earned media will shift. Brands will need to invest in building genuine relationships with journalists and influencers who can offer perspectives beyond automated content. Human connection, creativity, and the ability to audience sentiment will become more crucial than ever. The future will demand a balance where AI supports the research process, but storytelling, trust-building, and organic engagement remain in the hands of skilled PR professionals,” says Bhatt.Rahul Tekwani, Managing Partner of Branding Edge Strategies, reckons that Generative AI often lacks the ability to respond in real time, particularly during key news events like budget releases or elections. This limitation calls for emphasizing the need to formulate PR content strategies driven by human insight and timely reactions that showcase our unique viewpoints.“As AI-generated content starts to saturate the market, differentiation will become crucial. It is necessary for us to focus on crafting authentic stories that truly resonate with our audiences, rather than leaning on templated outputs. Also, while licensing content to major publishing services might offer short-term advantages, it could ultimately compromise the integrity of your brand and messaging. So, to successfully navigate this evolving scenario, we need to focus on creating original, high-quality and relevant content that showcases the invaluable human insights only skilled PR professionals can provide,” says Tekwani.Media relations in the times of AIHow will OpenAI’s content agreements with major publishers impact the future of media relations and earned media for PR professionals?With AI models gaining prominence over traditional Google search, and AI models now being trained on high-quality content from trusted sources, what strategies should PR teams adopt to optimize their outreach efforts and ensure their content stands out in AI-driven platforms like ChatGPT and SearchGPT?As AI models like ChatGPT and SearchGPT become increasingly integrated into how people access information, PR teams need to rethink their approach, says Priyanka Bhatt. She adds that the key is to prioritize creating content that is not only high-quality but also contextually rich.“AI systems thrive on trustworthy and well-structured data, so press releases and media pitches need to be more than just attention-grabbing; they must be informative. Additionally, optimizing content for AI platforms involves understanding the kind of data these models are trained on. This means producing material that offers real value, backed by credible sources, while also paying close attention to SEO principles. Consistency across all channels, building strong media relationships, and crafting messages that resonate on both emotional and factual levels will ensure that your content doesn’t just get indexed by AI but also stands out. It’s a balance of smart targeting and meaningful engagement,” adds Bhatt.To truly stand out in the increasingly AI-driven sector of ChatGPT, SearchGPT, and similar platforms, PR teams need to focus on a balanced, multifaceted approach, says Rahul Tekwani.Tekwani is certain that there’s no one-size-fits-all here – each tool has its strengths and specific applications. We should view AI content as just one part of a broader strategy, alongside traditional search engines like Google and our own industry knowledge.“AI-driven tools can certainly enhance efficiency and help us respond quickly to trends. But by combining these capabilities with insights from search engines and drawing on our own expertise, we can craft content that’s both timely and deeply relevant. Relying exclusively on AI could lead to overly generic output, so PR teams need to be intentional, using AI to build a foundation, then adding nuance and depth through human insight and experience,” he adds.In the end, Tekwani asserts, thoughtful integration of these resources is key – AI can support, but not replace, the human depth, creativity, and authenticity that make PR content impactful and relatable – it cannot be the whole and sole game.To thrive on AI-driven platforms, asserts Sowmya Iyer, PR teams should prioritize clarity and relevance. According to Iyer, AI algorithms are trained to value concise, data-backed information; so we should aim to provide exactly that. It’s also about using SEO-friendly language and ensuring any data we share is credible and up-to-date.“Building relationships with the right publishers can help, too, since models like ChatGPT pull from those sources. A mix of fact sheets, expert quotes, and clear headlines could help our content cut through. AI brings an incredible opportunity for PR to enhance transparency and credibility in media. With AI platforms able to respond in real time, PR teams now have tools to manage narratives quickly and more efficiently, which is especially valuable during crises when rapid responses are crucial,” Iyer adds.However, she cautions, while AI excels at handling routine updates, it’s still essential for PR professionals to add a personal touch, ensuring the messaging remains authentic and resonates emotionally with audiences. She reckons that AI can handle the heavy lifting, but the true craft of PR lies in guiding the story to keep it human and engaging.Evolving role of PRGiven the increasing integration of AI into news consumption, the role of PR will keep evolving in managing and leveraging AI-powered platforms for enhanced transparency and credibility in media relations.It’s important to note that traditional media often approaches AI with a healthy dose of skepticism, focusing on filtering out content generated by these technologies, says Rahul Tekwani.According to him, this caution highlights a real challenge: until traditional media fully embraces AI, its integration will face some hurdles. Journalists, dedicated to upholding quality and credibility, will likely scrutinize AI-generated content, which makes widespread acceptance a tough climb.“In India, we’re likely to see a slower adoption of AI. Many people still hold a strong attachment to conventional search engines like Google, and this familiarity can create a significant barrier to change. As PR practitioners, we must acknowledge that shifting these established habits will take time and effort,” he concludes.Priyanka Bhatt points out that AI integration into news consumption is reshaping the PR landscape in various ways. As AI-powered platforms gain traction, the role of PR is evolving from simply managing relationships to actively shaping how information is accessed and perceived.“While this makes certain tasks easier, it also raises concerns. To enhance transparency and credibility, PR professionals will need to harness AI-driven insights to predict future trends, understand audience behaviour, and refine messaging with precision. However, credibility will continue to rest on authentic storytelling. While AI can analyze vast amounts of data, it’s the human element that will guide how we frame stories to resonate with audiences and maintain trust. PR professionals should view AI as a tool to amplify transparency using it for fact-checking, providing real-time updates, and ensuring the content we distribute is both accurate and ethically sound. Ultimately, the PR industry will need to balance AI’s efficiency with the core principles of genuine human connection,” she concludes.Sowmya Iyer reckons that AI has truly revolutionized the way we track trends and manage crises, offering real-time insights that were previously unimaginable. These tools enable PR professionals to stay agile and informed, quickly adapting to shifts in public sentiment and responding to emerging issues as they unfold.“However, while AI is invaluable for enhancing efficiency and providing data-driven insights, it works best as a complementary tool rather than a replacement. The essence of effective PR still lies in personal, tailored communication – the kind that forges genuine connections and resonates deeply with audiences. AI can automate processes and streamline workflows, but the heart of impactful storytelling remains in the human touch we bring, ensuring every message feels authentic, relevant, and compelling,” she concludes. 

Instinctif Partners, one of the leading strategic reputation advisory firms in the MENA region, is opening a new office in Abu Dhabi, the capital of the UAE, from which it plans to further expand into the exciting Abu Dhabi market. Instinctif Partners has more than 12 years of experience in the Middle East and North Africa, with a team of over 60 consultants across Dubai and Riyadh. Instinctif Partners is renowned for supporting some of the most influential private and public sector clients with reputation management, IPO communications, investor relations, corporate reporting, ESG and sustainability, and public affairs.“We are honoured to have advised clients in the region for over a decade from our local offices in Dubai and Riyadh, and now look forward to building on this success with our newly launched Abu Dhabi office. We’re looking forward to working even more closely with government clients and corporates, listed across all UAE exchanges,” said Samantha Bartel, MENA CEO at Instinctif Partners.“I am delighted to expand our capabilities in the MENA region with the opening of a third regional office in Abu Dhabi,” said Julian Walker, Group CEO at Instinctif Partners. “Our Abu Dhabi office will enable us to support clients seamlessly across several sectors and industries in the capital through exceptional client service, deepening our footprint in this dynamic region. This commitment to meeting our clients where they are, is reflected in the quality of our work and caliber of our team.”Jim Donaldson, Non-Executive Chair at Instinctif Partners, further emphasized: “Abu Dhabi is of strategic importance to our growth in the Middle East. Our new office will strengthen our in-market capabilities, adding depth to the insights we provide our clients. Instinctif Partners’ growth is tied to the success of our clients, which is why we take a client-first approach globally.”Late last year, Instinctif Partners launched its MENA Public Policy practice, to act as a bridge between the public and private sectors and advise governments on their ambitious development agendas. “This latest strategic phase of our growth ambition for the region has been long in the planning,” adds Bartel. “Fresh from our winning Large Consultancy of the Year at the PRCA MENA Awards 2024, we are reinforcing our sustained impact and commitment to excellence.”

Abu Dhabi-headquartered marketing and communications agency 9Yards Communications today announced the signing of a co-operation agreement with global B Corp PR agency, Milk & Honey PR, in London.The collaboration brings together two innovative communications agencies with the immediate result being a mutual expansion of their respective geographic reach, knowledge share, and client servicing capabilities across the Middle East, Europe, North America, and Asian regions.An agreement built on shared ambition and complementary services, the benefits to their existing and potential clients include award-winning strategic planning, ESG and purpose communications, PR, innovative digital and social media strategies, creative storytelling, media relations, media buying, and multimedia production.In the immediate term, 9Yards Communications’ clients will benefit from enhanced opportunities for exposure in European, North American, and APAC markets, while Milk & Honey gains access to 9Yards’ presence across the Middle East region. Longer-term plans include the development of existing and new business opportunities, regional client support, and cross-agency skills development.Milk & Honey PR – Global B Corp LeadershipMilk & Honey, with offices in London, New York, Munich, and Singapore, brings its people-first, purpose-driven communications to the partnership. As the world’s highest-scoring B Corp agency, its values-led approach has positioned it as a global leader in the field of ESG, AI, and emerging technologies communications.9Yards Communications – Pioneers of 4D CommunicationsAs a part of NG9 Holding, 9Yards Communications is a rapidly growing marketing and communications force in the UAE and Middle East region, with offices in the UAE, Egypt, Saudi Arabia, and Jordan.The agency’s services extend beyond traditional 360° communications, delivering its proprietary 4D communications model. This approach focuses on building authentic relationships, driving lasting brand engagement, and crafting strategic communications that connect emotionally.The agency has established itself as the go-to partner for top regional and international clients, including many UAE and Abu Dhabi government entities and private sector clients alike – offering a fully integrated scope of innovative, result-driven communications solutions.Hussam Almulhem, Founder and CEO of 9Yards Communications, added: “Driven by shared values and an ambition to provide an ever-greater international reach for our respective clients, this partnership with Milk & Honey is a fantastic opportunity for two creative powerhouses of global talents to flourish together. We look forward to the opportunities this new and complementary dynamic will present.”Today’s announcement marks a key milestone for 9Yards Communications as it further solidifies its position as a leading force in the region’s communications landscape, with greater international capabilities and influence made available through this strategic partnership.Kirsty Leighton, Founder and Group CEO of Milk & Honey, commented: “Our agency is built on the idea that business must be a force for good – for people, the planet, and our purpose-driven clients. In 9Yards Communications, we have found a like-minded partner – a company that shares our desire to challenge, push boundaries, and change the world. Together, we offer true global reach and deep regional expertise, alongside industry-leading communications talent. This is just the beginning of the journey – and we’re excited to see where our partnership takes us.”

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Manali Pilankar, Associate Director of Corporate Communications, JM Financial, discusses her journey from Account Manager at Adfactors PR to her current role. She shares her insights on reputation management in today’s digital landscape, the impact of technological developments on communication strategies, emerging trends in corporate communications, and more.How has your journey from Account Manager at Adfactors PR to Associate Director of Corporate Communication at JM Financial shaped your perspective on corporate communications?My journey has been with lots of learning, unlearning and relearning so far, as the media landscape has been going through transformation and disruptions on the back of the digital technology revolution. However, the fundamentals of the corporate communications still remain the same, that is, to build and maintain a reliable and positive image of an organisation by highlighting its vision and mission and the actions being undertaken to achieve them, communicate effectively to all key stakeholders.However, its nature and format has gone through significant transformation. Instead of a unidirectional flow of information, corporate communication has become collaborative and participatory. Moreover, in this era of digital and new media, corporate communications professionals have the option to explore various formats of communication - podcasts, blogs, info-graphics, etc. - to send the message across.It’s also particularly satisfying to see this role evolve as a strategic function as you are the custodian for managing perception and building reputation of the organization.What are the most effective strategies for brand monitoring and reputation management in today’s digital landscape, especially considering your extensive background in PR?Brand monitoring in the era of digital media has become even more critical and challenging for the corporates, as they need not only to keep a tab on all possible communication interfaces or touch-points in the digital media ecosystem, but also to react faster. In addition, the interconnected nature of digital media has redefined the reputation management framework and dynamics as well. It’s about how efficiently companies can use owned media, paid media and earned media to create positive perception towards their brands and control the brands’ narrative, thus eliminating the possibility of any PR crisis and strengthening customer trust.The strategy to control the online narrative of a brand in the digital media domain has become multi-dimensional. Misinformation on social media results in uncertainty and as more people use these platforms to consume news. Therefore, it is imperative for companies to have a stronger ORM strategy. To build that agility in the time-critical social media ecosystem, one needs to deploy effective tools to track conversations and prepare a proactive response strategy.An effective reputation management mechanism helps companies categorize and respond to comments or feedback about their brands promptly. This helps prevent a negative online reputation from swelling into a larger threat that can potentially harm a brand’s positioning. Brand reputation monitoring allows organizations to stay informed about their industry trends and competitors. Companies can stay ahead of the curve and identify areas for improving their brand image through effective monitoring online and can gain key insights on how they are being perceived, as well as improve their products or offerings. A potent reputation management blueprint helps companies remain proactive and far-sighted.With the rise of AI-generated content, what do you think are the key implications for how listed companies interact with their stakeholders, including employees and customers?The use of AI-generated content is growing across sectors, as it’s cost-effective and facilitates quick turn-around. However, as things stand at the moment, one needs to use it perhaps as a starting point and refine it further to customize it to reflect the brand tone and voice. It can appear to be highly templatized if not edited properly before uploading.Artificial intelligence (AI) plays an enabling role in building a strong employee engagement with real-time feedback. As communication professionals, we constantly multitask and AI can be a great tool to research and add value if we do not let go of the human touch. It helps us enhance our skills, be more creative and productive.That said, loss of human interaction and data privacy are some key areas that leaders are concerned about. At a time when customers are increasingly becoming demanding, conversational AI at all crucial touch points can help develop proactive customer outreach and engagement.There should be a proper mechanism in place to make sure that content outputs are in line with the ethical and brand guidelines. Generating content through AI runs the risk of encountering issues like plagiarism, offensive tone, unconscious bias, etc.Responsible corporate communication professionals understand the adverse implications of using AI-generated content without adequate scrutiny. Credibility and accuracy are the two aspects which communications professionals should not compromise at any cost.As a corporate communication specialist, what responsibilities come with leveraging new tools and platforms, and how do you mitigate potential unintended consequences? How have technological developments influenced your communication strategies at JM Financial?A multifaceted approach is crucial for effective engagement internally and externally. While the digital platforms and technologies have redefined the ease, speed and habit of accessing or consuming information. The performance measurement metrics have also gone through changes. Being a corporate communication professional, I always keep my mind open to these changes. In fact, we can’t ignore the role of new-age technologies such as artificial intelligence, virtual reality, etc. in paving the way to create the desired impact in communications and developing strong engagement with the target audience. In a nutshell, there are three thumb rules one must follow. First, don’t take chances with AI-generated content. One should check accuracy and originality by verifying the sources. Second, while using generative AI, there is an urgent need to maintain data privacy. You just can’t use confidential information while using AI. Third, the team members need to undergo regular training to use AI tools responsibly.Internally, fostering transparent communication channels and regular updates on organizational developments can enhance employee morale and commitment. Creating avenues for feedback and suggestions further empowers the internal workforce. Internal communication needs to evolve, incorporating transparency, active listening, and nurturing open dialogue. Externally, organizations should leverage the rich experience and expertise of the communication and PR professionals to communicate a unique value proposition to clients and partners.At JM Financial, we embrace all the various communication tools/ software and formats to create engaging representation of narrative and information. Be it the info-graphic software, data visualization technique.Given the multifaceted nature of online reputation management today, how do you navigate the complexities introduced by social media and complicated algorithms?Navigating online reputation management (ORM) in the context of social media and complex algorithms involves implementing several key strategies. Effective ORM is vital for any brand’s credibility and long-term success. A proactive ORM strategy should start with active monitoring and listening to consistently track brand mentions across social media and review sites. Using tools like Google Alerts and social listening platforms, one can stay informed on how audiences perceive your brand in real-time. The next step is engagement. Responding to comments, both positive and critical, demonstrates that you value customer feedback and are committed to addressing their concerns. Apart from content creation, a communication professional needs to stay updated with Algorithm Changes which ensures that the brand's strategy aligns with the latest social media and search engine ranking factors for maximum visibility.In addition, there has to be a crisis management plan in place for handling negative publicity swiftly. The cycle of listening, engaging, and adapting is fundamental to building a resilient, respected brand reputation.Our team members leverage tools to keep an eye on the mentions of our brand across all major platforms. As a part of the proactive measure, we engage with the social media users on a regular basis by answering queries or thanking them for showing appreciation or support. We also try to maintain a consistent brand voice across platforms.What emerging trends do you foresee in corporate communications?The future of corporate communications will be shaped by purpose-driven narratives, where actions resonate louder than words. The shift from traditional messaging to action-based and impact-driven outcomes will strengthen brand integrity and deepen stakeholder trust, as companies increasingly demonstrate their commitment through measurable impact.There will also be a movement towards a humanized approach in corporate communications. Audiences value authenticity and emotional connection, seeking genuine interactions over polished statements. This trend opens new opportunities for PR strategists to engage audiences in meaningful, two-way dialogues that resonate on a personal level. By harnessing platforms that facilitate feedback, we create a feedback loop that informs and improves our strategies.Another defining element will be sustainability. Stakeholders expect transparency and substantial action. By demonstrating transparency and a commitment to sustainable practices, communications professionals can build a resilient brand rooted in trust and foresight.

TRACCS, the largest independent and homegrown communications consultancy in the MENA region, and Accordience, the parent company of global agency brands Grayling, Citigate Dewe Rogerson, Cirkle, Red Consultancy, and movement, announced a strategic global partnership bringing together decades of proven expertise and experience. This affiliation enables access to integrated, reputation-building communications services and solutions for leading organizations, with a worldwide network of more than 100 offices.This unique partnership addresses the growing demand from corporates and organizations for seamless local, regional, and global communications delivered through a single, integrated team. By combining TRACCS' unrivalled MENA presence and expertise with Accordience's extensive international network, the alliance enables clients to reach and influence diverse audiences across multiple markets with cohesive, culturally resonant messaging.  Mohamed Al Ayed, CEO of TRACCS, said: "Communications is a game-changing industry, and for the past 27 years, TRACCS has had the privilege of playing a major role in inspiring, driving, and leading the evolution of the industry in the Middle East and North Africa. With the aspirations of all major global markets and businesses transcending borders, strategic communications plays a mission-critical role in ensuring unified messaging, positive brand reputation, and successful business outcomes. This partnership with Accordience is more than just a business affiliation; it is a three-way commitment that positively impacts our combined portfolio of clients, our teams, and the communications ecosystem as a whole. Together, we have the passion, dedication, and know-how to deliver multi-stakeholder and multi-market communications programs that hit the mark."Sarah Scholefield, Group CEO of Accordience, said: "In today's connected world, businesses need communications partners who can think globally and act locally. This partnership with TRACCS addresses the critical need for organizations to maintain brand consistency across borders while adapting their messages to resonate in local markets. By combining Accordience's global reach and diverse sector expertise with TRACCS' breadth and depth across MENA, we're creating a powerful alliance that will enable our clients to navigate complex international landscapes with confidence. Whether it's a global brand looking to make an impact in the Middle East or a MENA-based company seeking to expand internationally, our partnership offers a unique, integrated approach to strategic communications."The joint offer to clients and new business targets will combine a comprehensive suite of services including brand communications, corporate and public affairs, financial communications, and digital and social media strategies. It will serve clients across various sectors, including financial services, retail, FMCG, real estate, sport, energy, technology, infrastructure, and many more.The TRACCS-Accordience affiliate partnership has already led to the successful delivery of multiple international client projects, showcasing the immediate value and seamless integration of the collaboration.(Image: Mohamed Al Ayed, CEO of TRACCS and Sarah Scholefield, Group CEO of Accordience. Image Courtesy)

Grand Hyatt Mumbai Hotel & Residences, a beacon of luxury and hospitality in India, is pleased to announce the appointment of two dynamic leaders to further elevate its guest experiences and strengthen its brand presence. Khushboo Sangtani joins as Director of Marketing & Communications, while Hema Narayane steps into the role of Director of Celebrations. Both bring a wealth of experience in hospitality, and their leadership will be instrumental in reinforcing Grand Hyatt Mumbai’s reputation as a premier luxury destination.With over a decade of experience in strategic marketing and communications, Khushboo joins Grand Hyatt Mumbai from ITC Hotels, where she held the position of Marketing and Communications Head for ITC Grand Goa Resort & Spa, along with Storii by ITC Hotels Goa. Known for her innovative approach to digital and experiential marketing, Khushboo has a track record of designing campaigns that resonate with guests and drive engagement. At Grand Hyatt Mumbai, she will oversee the hotel’s marketing strategy, focusing on creating impactful campaigns, expanding brand visibility, and amplifying the property’s unique offerings across digital platforms. Her work will be key to reinforcing the hotel’s position as a leader in Mumbai’s luxury hospitality landscape, while driving revenue and enhancing guest satisfaction.Commenting on her appointment, Khushboo Sangtani shared, “I am incredibly excited to join Grand Hyatt Mumbai and work alongside a talented team that is committed to excellence and innovation. The hotel’s rich legacy and its focus on delivering exceptional guest experiences align perfectly with my passion for hospitality and brand-building. I look forward to driving impactful marketing strategies that not only enhance brand presence but also resonate with our guests and community.” Hema Narayane brings over 12 years of hospitality experience, with a specialized background in event sales, project consultation, and corporate sales management. Previously, Hema served as the Associate Director of Sales at Hyatt Pune and Hyatt Place Hinjewadi, where she drove high-impact sales initiatives and forged valuable client relationships. Her experience spans several renowned brands, including Four Seasons Mumbai and Conrad Pune, where she managed large-scale MICE and social events. As Director of Celebrations, Hema will lead the planning and execution of all major events, weddings, and social gatherings at Grand Hyatt Mumbai, creating unforgettable celebrations for guests.Commenting on her new role, Hema Narayane said, “Joining Grand Hyatt Mumbai as Director of Celebrations is an honor. I look forward to curating unique, personalized events that exceed guest expectations and create cherished memories. With my experience and passion for the art of celebrations, I am excited to contribute to the hotel’s continued success.”“We are delighted to welcome both Khushboo and Hema, whose expertise and passion will be key in enhancing the experiences we offer our guests,” said Stephanie Gururani, Director of Sales and Marketing. “Khushboo’s strategic vision and proven success across digital, social, and experiential marketing, along with Hema’s dedication to delivering exceptional events, make each of them a tremendous asset to Grand Hyatt Mumbai. Their contributions will help us set new standards of luxury and service at our property.”These appointments mark an exciting new chapter for Grand Hyatt Mumbai as it further strengthens its leadership team.

GOZOOP Group, a leading independent creative marketing and communications agency, has hired Vipul Arora as Director - Brand Solutions. This move will further strengthen Gozoop’s leadership towards its vision of building India’s self-grown independent network.In his new role, Vipul will drive growth at Gozoop by building strategic client relationships and securing integrated mandates aligned with the organization’s long-term vision. Prior to joining Gozoop, Vipul served as Senior VP - Business and Growth at Tonic Worldwide, where he played a pivotal role in scaling the business and optimizing operations.With over 13 years of expertise in business development, resource optimization, and P&L management, he is set to expand Gozoop’s market reach. His proven ability to penetrate new markets and foster stakeholder collaboration will be instrumental in enhancing Gozoop’s presence and reinforcing its reputation for sustainable, value-driven solutions.Vipul Arora, Director – Brand Solutions, GOZOOP Group, said: "My journey with Gozoop Group begins as they celebrate their 16th anniversary and I couldn’t be more excited to join at such a pivotal moment of growth and transformation. With Gozoop’s innovative approach to brand building, I see immense potential to drive business growth and extend our market presence across geographies. I’m deeply inspired by the vision of the founding team to build India’s own homegrown advertising network, and I’m eager to contribute toward bringing that vision to life. Together, we will continue to push boundaries, embrace new opportunities, and solidify Gozoop Group’s position as the leader of India’s ever-evolving digital landscape."Rohan Bhansali, Chairman and Co-founder of GOZOOP Group, added:"Our mission at Gozoop is to build an entrepreneurial ecosystem where the best people can do the best work of their lives. In Vipul, we found a Level 5 leader who is ambitious to build a great organization with the right value system. With Vipul Arora on board as Director (Brand Solutions), we're taking a significant step towards leveling up our brand solutions capabilities. His exceptional leadership qualities, ambition, and alignment with our values make him an invaluable addition. We're excited to have him lead our team to new heights.”

Authored by Mr. Navanil Sengupta, Associate Director - Brand, Communications and Growth, JM Financial ServicesIn a not-so-distant past, companies could remain behind the curtain, carefully managing every aspect of their image. Back then, if a company made a mistake, it might not even make the news. But today, a single social media post can change everything, and brands have to be ready for it. We’re living in an age where consumers don’t just buy products; they buy into stories, values, and integrity. And they expect transparency like never before.Picture yourself scrolling through your feed one lazy afternoon, and you come across a story from a company that goes beyond just advertising a product. They’re sharing where their materials come from, how their production impacts local communities, or even their struggles to improve their sustainability practices. You find yourself nodding, maybe even sharing the post, because it feels real. You’re drawn in not just by the product, but by the genuine, unfiltered story.Why Transparency Builds TrustWe’re all living in a world overflowing with information. With so much competing for attention, trust has become rare and valuable. And trust doesn’t come from a snappy slogan or a clever ad campaign—it comes from brands that openly share their values, their origins, and what they’re really all about. It’s no longer enough to just say, “Trust us!” Customers want to know, “Why should we?”Transparency is what cuts through the noise. When companies make it clear where they stand on issues, explain their production choices, or even let us in on their sourcing practices, they’re building something bigger than a sale—they’re building a relationship. And like any solid relationship, it’s built on honesty.Navigating Open CommunicationBeing transparent can be tough. It means being prepared to talk about things that aren’t always pretty or simple. But this kind of openness does something powerful: it makes a brand human. When a company admits to a mistake or explains a tough decision, people see more than a logo. They see a group of people making thoughtful choices, doing their best in a complicated world.For instance, if a brand faces backlash for a certain decision, staying silent can seem like the safer route. But directly addressing the issue, explaining what happened, and sharing the steps they’re taking to fix it can turn a potentially negative story into one that strengthens loyalty. It shows customers that the brand doesn’t just want their money—it values their trust.The Social Media SpotlightIn today’s world, social media amplifies everything. We’re all connected, sharing opinions and stories faster than ever. Brands can’t control the conversation like they used to; instead, they’re part of a huge, public dialogue. Every choice they make, big or small, has the potential to ripple across networks in an instant.This is why transparency is essential. When brands take the time to openly explain their decisions—whether it’s about how they treat their employees or where they source their materials—those stories can resonate with people on a deep level. Social media thrives on authenticity, and in this environment, transparency becomes a brand’s best ally.How Transparency Becomes a Competitive EdgeTransparency is more than just a buzzword; it’s a competitive advantage. Consumers today have endless choices, and they’re drawn to brands that invite them behind the scenes, showing the real, sometimes messy, stories that make up their journey. It’s not about presenting a perfect image; it’s about building credibility by being open, even when it’s uncomfortable.Transparency is also a way to bring customers along for the ride. When people feel like they’re part of a brand’s story, they’re more likely to stick around. It’s about sharing not just the successes, but the struggles, the questions, and the decisions along the way. And when customers feel involved, they become more than buyers—they become believers.A Shared FutureAs consumers, we’re part of this shift, too. When we support transparent brands, we’re choosing a future where business isn’t just about profit, but about purpose and principles. And for brands, the payoff for being transparent goes beyond customer loyalty. It creates a community of advocates who truly believe in the brand’s mission.In the end, transparency is a bridge. It connects brands and people, bringing them together in a world that values openness and trust. It’s not just a trend—it’s an invitation to build a stronger, more honest future. And as we all move forward, it’s the brands that embrace transparency that will lead the way.Disclaimer: The views expressed are solely those of the author and do not necessarily reflect the views of The PRPost.com

Drishti Bhatnagar is a Senior Account Manager and Public Relations Professional, who recently moved from Madison World to Weber Shandwick. With experience across top PR agencies, Bhatnagar is adept at crafting compelling narratives and executing high-impact campaigns, making her a valuable strategist in the field. Her expertise spans media relations, brand storytelling, and client management, positioning her as a dynamic leader in the evolving world of public relations. At Weber Shandwick, Bhatnagar continues to leverage her skills to drive innovative communications for clients, building on her impactful journey at Madison World.In conversation with Adgully, Drishti Bhatnagar, Senior Account Manager, Weber Shandwick, speaks about the importance of strategic storytelling, media connections, and the power of adaptable, innovative PR approaches that resonate with today’s audiences. Bhatnagar’s seamless transition highlights her commitment to building compelling brand narratives and driving meaningful engagement in the evolving PR landscape.What motivated your decision to transition from Madison World to Weber Shandwick, and what specific goals influenced this change?My career transitions were always driven by a desire for growth and the opportunity to work and explore different client verticals. After spending several years at Madison World, where I had the privilege of working on diverse campaigns with leading brands, I felt the need to challenge myself further in a larger, more dynamic environment. Weber Shandwick’s global reputation, innovative approach to communications, and focus on purpose-driven campaigns aligned perfectly with my professional aspirations.How do you balance your diverse roles at Weber Shandwick, and what challenges do you face in juggling these responsibilities?As a PR professional at Weber, I act as an extended communication team for clients, managing client servicing and strategy development. I prioritize high-impact tasks, balance short-term needs with long-term goals, and stay ahead of the curve in the rapidly evolving digital landscape. My focus is on delivering innovative, effective communication strategies that drive results, while navigating PR’s fast-paced nature and exceeding client expectations.What does a typical day look like for you? Could you share the key activities that you prioritize in your day-to-day life?A typical day for me at Weber Shandwick is a blend of strategy, collaboration, and client engagement. I start by reviewing the day’s priorities – from client meetings to media outreach – and ensure alignment with the team. Much of my time is spent coordinating with clients and internal teams to refine strategies and troubleshoot challenges. I also prioritize staying up-to-date with industry trends, which helps in crafting proactive solutions for clients.What inspired you to pursue a career in this field, and how did you prepare for this role alongside your other professional commitments?My inspiration to pursue a career in public relations stemmed from my passion for storytelling and the impact effective communication can have on shaping brand narratives.From the start, I was drawn to the energetic, fast-paced nature of the industry and its potential to influence public perception. To prepare for this role, I balanced my academic studies with internships and hands-on experiences, which helped me build a solid foundation in PR. As I progressed in my career, I consistently sought opportunities for professional development, such as workshops and certifications, to stay current with industry trends while managing other professional commitments.Did you have any mentors or icons who guided you in your career, and how did they influence your professional journey?Yes, I’ve been blessed to have great bosses in the start of my career who became my mentors and my close friends. They helped me to refine my PR skills and instilled the importance of resilience and adaptability in the industry. Their insights on strategy and client management shaped my approach to problem-solving. I still sometimes call them when I am stuck somewhere and need guidance.How do you maintain a healthy work-life balance, and what practices do you use to manage stress and ensure personal well-being?I prioritize work-life balance by setting clear boundaries and managing my time effectively, ensuring space for personal pursuits like meditation, reading, and family time. Mindfulness practices and strategic breaks help me stay focused and calm, while a well-structured routine maintains productivity. By intentionally balancing professional demands with self-care, I preserve my well-being, boost resilience, and achieve a fulfilling integration of work and life.Could you share some key milestones or achievements in your career so far, and how have they shaped your professional journey?Throughout my PR career, I have delivered impactful results, notably executing a pioneering virtual roundtable at the onset of Covid and spearheading successful brand launches for leading FMCG brands. Notably, I have maintained long-standing relationships with previous clients, showcasing my commitment to enduring partnerships. By working with cross-functional teams on large-scale projects, I have honed my leadership and collaboration skills. These milestones have enhanced my expertise in PR strategy, pressure-resistant delivery, and industry adaptability, positioning me as a versatile and effective communications professional.What key learning experiences from your time at Madison World have you carried over to your current role at Weber Shandwick?At Madison World, I learned the importance of adaptability, quick decision-making, teamwork and building strong client relationships. I also gained valuable experience in integrated campaigns, which I now apply at Weber Shandwick to develop more holistic, cross-channel strategies. These experiences have helped me stay proactive in meeting diverse client needs in my current role.

Aakriti Thakur has been appointed as the Head of Brand and PR at Paras Health. She announced the news through her LinkedIn post. With over 10 years of professional experience, Aakriti has worked with several companies, including Healthians for over 7 years, Sai Webtel Technologies Pvt. Ltd. for 3 years, and the British Council for one year.

Sandpiper Group has bolstered its financial and professional services division by appointing Hermen Chow as a senior leader within the team. Based in Hong Kong, Chow brings extensive expertise in reputation management and strategic advisory, having collaborated with prominent law firms, real estate companies, and financial institutions throughout her career. This addition reflects Sandpiper's commitment to expanding its footprint across the Asia-Pacific region, emphasizing a focus on delivering high-quality advisory services to clients navigating complex financial landscapes and regulatory challenges. Chow’s appointment reinforces Sandpiper’s dedication to regional growth and elevating its service offerings in reputation and crisis management across key markets.

Montieth SPRG has been appointed as the public relations partner for the highly anticipated Insurtech Insights Asia 2024, set for December 4-5 at the Kerry Hotel in Hong Kong. This conference, renowned as Asia’s largest insurance technology event, is expected to bring together over 5,000 professionals, including C-level executives, from top-tier insurance and insurtech firms. The conference will cover the transformative role of technology in the insurance industry, addressing innovations in AI, digital underwriting, and customer-centric solutions.With Montieth SPRG at the helm of its PR efforts, Insurtech Insights aims to broaden its reach across Asia-Pacific by attracting influential leaders, facilitating networking opportunities, and highlighting groundbreaking industry trends and insights. Montieth SPRG's campaign will support the conference's goal to be a pivotal platform for collaboration and knowledge-sharing, positioning it as a thought leader in the insurance tech sector. This appointment further underscores Montieth SPRG’s recent growth in strategic communications across the Asia-Pacific region, reflecting their success in engaging audiences and boosting visibility for significant events and industry leaders

The Kuwait PR & Communications Summit, in collaboration with the Middle East Public Relations Association (MEPRA), is set to take place from December 2-5, 2024, at Jumeirah Messilah Beach Hotel, Kuwait. The event will convene leading minds in public relations, communications, and media across the Middle East, promising an engaging forum for insights, innovation, and industry advancement.Event Details:• Summit & Exhibition: December 2-3, 2024• Workshops: December 4-5, 2024This year’s summit is tailored specifically for senior-level professionals and teams responsible for designing and executing impactful communication strategies both internally and externally. Attendees will gain essential updates on industry trends, challenges, and evolving best practices in strategic communications, leadership, and data-driven reporting.Key highlights will include panel discussions featuring thought leaders across sectors, who will address current challenges faced by communication professionals in today’s rapidly changing landscape. The summit will also provide case studies of excellence, showcasing how leading organizations are navigating new communication channels to build stronger engagement with stakeholders, the public, and internal teams. These real-world insights offer participants actionable takeaways on the latest innovations for achieving greater transparency and impact in corporate communications.Networking opportunities throughout the summit are designed to foster collaboration and idea-sharing among professionals from diverse industries, making this event a vital platform for those looking to stay at the forefront of communications in the Middle East.

APRW Pte Ltd (APRW), a leading integrated communications agency in Singapore, has announced expansion of its client portfolio with the addition of several prominent, home-grown brands across multiple industries. At the forefront of the home and lifestyle industry, APRW welcomes Sterra as part of its repertoire of consumer clients. With the addition of clients including Lunch Actually Paktor Group, Mathilde Singapore, and Envoku (Live Group), APRW reinforces its position as a trusted partner for delivering innovative communications solutions tailored to the unique needs of each client.  APRW to collaborate with Sterra to enhance everyday living Sterra, a local brand that specialises in air and water purifiers designed to elevate Singaporeans’ quality of life, has appointed APRW as its PR agency. Known for offering high-quality, eco-friendly products, Sterra aims to improve the well-being of individuals by providing clean air and pure water solutions. Their range of products is crafted with cutting-edge technology to effectively eliminate harmful pollutants, allergens, and contaminants, making them suitable for homes, offices, and other indoor environments. APRW will be managing Sterra’s publicity efforts on a retainer basis. APRW opens a new chapter in dating with Lunch Actually Paktor GroupAPRW has provided strategic counsel for the merger of Lunch Actually and Paktor. Both brands will continue to operate independently, with the holding entity as the Lunch Actually Paktor Group. The agency crafted the narrative for the announcement, advised on key angles and the release of the Singles Dating Survey 2024 to offer deeper insights into dating trends, behaviours, and current dating dynamics.    “We’re delighted to have played a part in helping Lunch Actually and Paktor ‘tie the knot’ as they come together to form the Lunch Actually Paktor Group. This union reflects both brands' dedication to enriching the dating journey and helping singles find their perfect match. As they combine their strengths and expertise, singles across Asia can look forward to even more opportunities to connect and find love,” said Cho Pei Lin, Managing Director of APRW. APRW supports local brand Mathilde in its mission to craft purposeful luxury APRW will be spearheading the publicity efforts for the upcoming launch of Mathilde, a Singaporean luxury handbag brand that combines traditional craftsmanship with modern, sophisticated design. Mathilde Singapore was born from the desire to merge heritage, craftsmanship, and modern luxury into creations that embody both personal stories and timeless elegance. Through bespoke PR activities and Key Opinion Leaders (KOL) partnerships, APRW hopes to reflect Mathilde’s commitment to excellence, sustainability, and individuality.APRW works with Envoku to redefine event engagementEnvoku, part of Live Group, a global events and engagement agency, is working with APRW for its launch in Singapore. With its AI-driven AudienceDNA profiling tool, Envoku revolutionises how businesses connect with their audiences by providing deep insights for hyperpersonalised, impactful engagement strategies. With this partnership, APRW will help Envoku establish itself as a leader in event management and communications. “We are thrilled to be working with Sterra, Envoku, and Mathilde Singapore, three brands that are committed to delivering value and innovation in their respective industries. At APRW, our goal is to help our clients build stronger connections with their audiences by delivering thoughtful, strategic PR solutions. We look forward to helping them navigate their journeys and elevate their presence in meaningful ways,” said Julie Chiang, Director, APRW.

5WPR, one of the largest independently owned PR firms in the US, announced its appointment as the public relations agency of record for amp, a revolutionary at-home AI-powered fitness machine. Founded by billionaire Shalom Meckenzie, amp was born out of a vision to redefine strength training for a new era of fitness. The smart strength machine utilizes data analytics and AI to deliver a workout experience as unique as its users—one that inspires, challenges, and entertains across all fitness levels. "As amp enters the market, we're eager to apply our strategic storytelling expertise and deep understanding of technology and fitness to introduce this innovative brand to a wider audience," said Lori Ruggiero, Managing Partner and Executive Vice President of Corporate & Technology at 5WPR. "We're honored to support Shalom Meckenzie's vision and commitment to helping launch a new era of strength training." 5WPR will oversee media relations, awards, and event support for amp, with the aim of elevating its market presence, emphasizing its uniqueness among the competition, and assuring the target audience that it is the top choice among fitness enthusiasts. The campaign will emphasize amp's innovative and customizable strength training features, its ability to provide real-time health and performance insights, and highlight the sophisticated and minimalist design for any type of home. "amp is here to revolutionize strength training—making it smarter, more powerful, and adaptable to any lifestyle," said Shalom Meckenzie, Founder of amp. "We're thrilled to work with 5WPR to bring my vision to life and give more people access to experience the future of fitness—leading to better, healthier lives."5WPR kicked off the partnership by supporting amp's presale launch in October, offering this game-changing machine at a competitive price of $1,795. The presale allows users to reserve amp with an initial payment of $99, bringing the future of strength training one step closer.

Nikhil Gulati has officially departed from Amazon after three and a half years with the company. In his most recent role as Principal PR, he spearheaded communication strategies to address reputational challenges and handled media relations for Amazon in India. Gulati initially joined Amazon in July 2021 as a Public Relations Manager.Throughout his career, Gulati has worked with prominent organizations including Ford India, The Wall Street Journal, Star India, and the Press Trust of India. He brings extensive experience in news writing, editing, corporate and strategic communications, brand development, campaign planning, and crisis management.In a LinkedIn post, he said: "Amazon was my 10-year Plan, but there was a twist in the middle that I wasn’t prepared for. I was made an offer I couldn’t refuse and I decided to take a leap of faith, even if it meant stepping away from my 10-year plan. Sometimes life presents us with choices that take us off the path we expected, and we just have to trust the journey."

Syngenta Group has welcomed two seasoned leaders to its communications team, appointing Dimitri Houtart, as Head of External Communications and Alison Tudor-Ackroyd as Head of Digital and Social Media. Dimitri, who will report to Chief Communications Officer Saswato Das, will lead Syngenta's external communications initiatives from Jealott’s Hill, UK. His role encompasses media relations, social media, and digital media, overseeing efforts across the Group’s operations in over 100 countries.Dimitri brings 21 years of experience from the BBC, where he held senior editorial roles, including a decade as the BBC’s Rural Affairs Champion and executive editor for rural, environmental, and food topics. He managed an extensive portfolio of rural coverage, spearheading up to 1,000 programs annually. His work has been widely recognized with numerous awards, and he’s known for his dedication to environmental causes. He also served on the board of King Charles’ responsible business network and is a member of the advisory board for TABLE, a collaborative initiative among global institutions examining the future of food systems.Alison Tudor-Ackroyd will be based in Manchester, UK, and will guide Syngenta’s digital and social media strategies. Previously, she was a director within the international communications team at Alibaba Group, where she also served as Managing Editor of Alizila, the company’s corporate newsroom. Alison has a distinguished background in journalism, with over 20 years of experience at outlets such as The Wall Street Journal, Reuters, and the South China Morning Post. Her career as a business and finance correspondent spanned major global cities, including Tokyo, London, Milan, Paris, and Hong Kong.The two will collaborate with an international team that includes Beat Werder, Michelle Ng, and Violaine Delli in Basel, Switzerland; Allen Shapard in Washington D.C., US; and Roger Zhang in Shanghai, China, ensuring a cohesive global communications strategy for Syngenta Group.

FINN Partners, the global independent, full-service marketing and communications agency, has announced the promotion of Elizabeth Treversh, formerly senior partner in the UK consumer practice, to managing partner, UK consumer.Elizabeth , who was recruited three years ago as part of a planned transition, takes on the role as Zaria Pinchbeck, current managing partner, consumer, steps down, five years after selling her former agency, ZPR Ltd, to FINN Partners.The twenty strong London-based consumer team will continue to work on long standing clients such as Lakeland and Waitrose, in addition to new clients gained since ZPR was acquired by FINN, including The World’s 50 Best Restaurants, Wagamama, Dole Sunshine Foods, Toolstation, Berry Bros. & Rudd and 2K video games, to name just a few.Elizabeth said: “It’s been a brilliant three years working alongside Zaria and I’ve learnt a lot along the way; hers will be some seriously big shoes to fill. PR is a constantly evolving discipline and I feel lucky to work with one of the most creative and switched-on teams in the business, servicing an eclectic mix of UK and global clients.”Zaria Pinchbeck commented: “The last five years has been a tremendous experience and I always say I wish I’d done it sooner. We couldn’t have found a better home for the agency I set up 23 years ago than FINN Partners. We’ve been working on our succession plan for the last few years, and it’s great to see the plan come together so well. I’d like to thank Liz, Lynne, Polly, Jonathan and the whole team for being such a ‘dream team’, and Peter Finn, Chantal Bowman-Boyles and the founding partners of FINN for all their incredible support over the last five years.”Chantal Bowman-Boyles, managing partner, FINN Partners EMEA, says: “This is a fantastically well-deserved promotion for Liz, who has spent the last three years embedding herself with our teams and clients, and leading several of our high-profile new business wins. At the same time, we wish Zaria all the best for the future. She is a talented operator who has been a wonderful colleague, mentor and friend to all of us since she joined. We want to thank her for bringing such an amazing team and portfolio of clients to FINN, and for helping our consumer practice grow from strength to strength during her time with us. We’re excited to see what the next chapter holds for both our team and for Zaria.”

Brand-comm Public Relations, a leading PR agency, part of Madison World, today unveiled a new brand identity, celebrating 26 years of excellence and reasserting its commitment to holistic client service in the VUCA world. Now rebranded as Brandcom PR, the company’s fresh look is symbolized by a sleek, modern logo in a striking blue-and-red combination, embodying precision, creativity and a forward-thinking outlook. The new identity is keeping in line with the new brand identity of Madison World launched earlier this year in March.“The new brand identity demonstrates how astutely Brandcom PR wishes to lend itself to the domain of Public Relations in a fast-changing communications ecosystem. The brand refresh also is an attempt to bring Brandcom PR and Madison World closer.” said Mr. Sridhar Ramanujam, Founder-CEO, Brandcom PR.Lara Balsara Vajifdar, Executive Director, Madison World, noted, “Innovation and ideation have always defined us. Our refreshed look reflects our growth while staying true to our core values.”Echoing similar sentiments, Mr. Pravin Shiriyannavar, Chief Operation Officer, Brandcom PR, said, “We are making a statement with this new branding, one that speaks of clarity, excellence, precision and truthfulness. The rebranding is a testimony to the fact that we have strongly evolved over these many years as a leading player in Public Relations. We will continue to serve you better and beyond our promise today, tomorrow and for the years to come.BrandcomPR in the last two decades has grown from strength to strength in all its seven markets, helping clients in Education, Manufacturing, Retail, FMCG, Technology, Healthcare and other sectors.

Meet Ritika Garg, the visionary entrepreneur behind Avance PR, a cutting-edge public relations firm revolutionizing the industry with its innovative approach. With a background in science and an MBA, Ritika's unique blend of analytical thinking and business acumen has propelled Avance PR to success.What motivated you to start Avance PR, and how do your previous experiences shape your leadership style today? What challenges have you faced in building Avance PR from the ground up?Starting Avance PR was a natural step for me, driven by my entrepreneurial spirit that runs deep in my family. Even during my college years, I knew I wanted to create something of my own. My academic background in science gave me a strong foundation in analytical thinking, but it was my MBA that shifted my focus toward business. Joining Ogilvy was a pivotal moment that introduced me to the world of PR, and from there, I found my passion.My journey has been hands-on—I’ve freelanced extensively, which gave me the freedom to work with different clients and gain diverse experience. I also spent time with boutique agencies to sharpen my skills and learn the industry from the ground up. The combination of my freelancing background and my previous roles really shaped my leadership approach today. I’ve developed a deep understanding of both the strategic and operational sides of PR, and I prioritize nurturing talent while staying closely involved in client relations.One of the toughest challenges in building Avance PR has been securing clients in the beginning. Establishing trust, both with clients and within my own team, wasn’t easy. Managing cash flow and working around the clock in the early days was also demanding. But those experiences have strengthened the business. Every challenge—whether it was managing 24/7 work or convincing clients of our value—helped lay the foundation for the growth we’ve achieved today.Can you share a successful PR campaign that Avance PR executed and what made it stand out?One of our most successful PR campaigns was for Uplifters, a new edtech startup that was struggling to establish credibility with its target audience. To address this, we designed a strategic PR campaign that focused on highlighting their unique courses and exclusive internship program, which set them apart from competitors.We targeted key media outlets that aligned with their audience, and the campaign gained significant traction, with coverage in major publications such as Financial Express, News18, and The Hindu. This media exposure not only built credibility for Uplofters in a competitive market but also resulted in a surge of new leads. What made this campaign stand out was the clear focus on their differentiators and our ability to position those effectively in top-tier media, creating both brand awareness and tangible business results.How does Avance PR differentiate itself from other PR firms in a competitive market?At Avance PR, we differentiate ourselves by creating fully customized PR strategies for each client. We don’t believe in a one-size-fits-all approach. Every brand has its own unique story, and we tailor our campaigns to align with their specific needs, goals, and market positioning. This personalized approach ensures that our clients receive strategies that are designed specifically for them, rather than relying on cookie-cutter methods.Another key factor that sets us apart is our diverse portfolio. We've had the privilege of working with a wide range of clients, from launching new startups to managing communications for established, publicly listed companies. This experience across various industries, budget levels, and stages of business growth gives us the versatility and expertise to adapt to any client’s requirements. Whether we’re working with a lean startup or a large corporation, our team can craft effective PR strategies that deliver results. This ability to navigate different sectors and budget sizes strengthens our offering and sets us apart in the competitive PR market.What challenges do you face in managing client expectations, especially in sectors like technology and education?One of the biggest challenges in managing client expectations, particularly in sectors like technology and education, is helping clients understand the difference between editorial content and advertorials. Many clients expect PR coverage to read like a paid ad, and it can be a challenge to explain the subtleties of editorial content and why it's crucial for credibility. We spend a lot of time setting expectations and educating clients about how authentic storytelling works in media relations.In the technology sector, clients often focus too much on their business model rather than the real-world impact of their technology. It’s important for them to dive deeper into how their innovations are solving problems or helping people. Similarly, in the highly competitive education space, finding and defining a unique selling proposition (USP) can be tough. With so many players in the market, positioning a client in a way that highlights their uniqueness requires careful strategy and creativity. Balancing these aspects while aligning client expectations with realistic PR outcomes is key to delivering effective campaigns.In your opinion, what are the key trends shaping the future of public relations, particularly in influencer marketing?In my view, one of the key trends shaping the future of public relations is the rise of digital PR, particularly through formats like podcasts and video content. As people continue shifting away from traditional print media, they’re increasingly engaging with more dynamic forms of electronic media. This shift presents new opportunities for brands to connect with their audiences in ways that are more engaging and interactive, such as through live streams, webinars, and interviews on podcasts.In influencer marketing, there’s been a notable shift toward authenticity and quality over quantity. Rather than focusing on follower counts, brands are now prioritizing engagement and the relevance of the content. Consumers have become savvier, and they expect real, relatable content from influencers. Niche influencers, who cater to specific communities or interests, are gaining traction because they deliver targeted, high-quality content that resonates deeply with their audiences. This trend is pushing both influencers and brands to focus on creating genuine, value-driven interactions, rather than just relying on broad exposure.How do you foster a culture of innovation within your team at Avance PR?At Avance PR, fostering a culture of innovation is all about open communication and creating an environment that encourages creativity and growth. We maintain regular communication within the team, ensuring that everyone feels heard and supported. Flexibility is also key—we allow our team members to work in ways that best suit them, which helps spark new ideas and solutions.Brainstorming sessions are a regular part of our workflow, where we openly discuss new techniques, trends, and approaches to keep our strategies fresh and effective. We also hold regular PR classes to stay updated on industry shifts, which help our team continuously learn and adapt.On a more personal level, I make it a point to engage with every member of my team. Whether it's helping them overcome challenges, providing guidance on the latest trends, or addressing any blockers they face, I ensure that everyone has the support they need to thrive. By encouraging collaboration, learning, and hands-on support, we cultivate a space where innovation flourishes.What advice would you give to aspiring entrepreneurs looking to establish their own PR agencies?For aspiring entrepreneurs starting a PR agency, focus on mastering PR fundamentals—media relations, storytelling, and strategy. Begin with a niche to stand out and gradually expand. Building a strong network is essential, as relationships with media and clients are the backbone of PR. Stay adaptable to industry changes, especially with the rise of digital and influencer marketing. Educate clients and manage their expectations by explaining what PR can realistically achieve. Lastly, invest in your team and foster a culture of collaboration and innovation. A strong, passionate team will help you build a thriving and successful agency.

WE Communications (WE), a leading independent global communications consultancy, announced its expansion into Malaysia through WE company Chase Advisors. The launch was inaugurated by Honourable Datuk Seri Mustapa Mohamed, a well-respected and long-standing former Malaysian cabinet minister. This strategic move is in response to the growing demand for regional communications and advocacy services across multiple industries, including consumer goods, finance, healthcare and technology. “Malaysia is a crucial market for businesses expanding both regionally and globally,” said Kass Sells, CEO of International, WE. “With Southeast Asia’s expanding middle class, dynamic digital ecosystem, and strong economic ties between the United States and Malaysia, it’s the perfect time for WE to deepen our presence here and leverage opportunities for growth across the region.” This move aligns with WE’s strategic focus on Asia, enabling the agency to continue growing its regional presence while combining global expertise with market insights in a way that speaks to local audiences. Chase Advisors will offer a comprehensive suite of WE services, including policy advocacy and advisory, data and analytics, stakeholder engagement, and strategic communications. The office will be led by Kanesan Veluppillai, Managing Director, Malaysia, and supported by a team of experienced communications professionals.               Nitin Mantri, Regional Executive Managing Director for Asia-Pacific, WE, and Group CEO of Avian WE, added: “Due to the dominance of social media, mobile-first audiences and an appetite for hyper-localized content, businesses need a trusted partner to help them navigate an increasingly complex landscape. Our blend of experienced local talent combined with our global specialists creates a compelling advantage. I am excited to see the great work that will come out of our Kuala Lumpur team.” “Malaysia plays a strategic role in global trade and digital infrastructure, and we believe there is significant opportunity ahead of us,” said Manash Neog, Managing Director, Chase APAC. “Expanding into Malaysia is a natural next step in the Southeast Asia growth strategy, and we have our sights set on further growth into Indonesia.”

Clarity Communication, a leading PR and digital communications agency, is pleased to announce that it has secured the public relations mandate for Farmery, a trailblazing D2C brand redefining the Indian consumer’s connection with fresh, wholesome food. The partnership will see Clarity Communication manage Farmery’s comprehensive PR strategy, aimed at amplifying its brand ethos of sustainability, transparency, and farm-to-fork freshness.Farmery has emerged as a disruptor in India’s organic and fresh food market, offering a diverse range of high-quality, nutritious products. With a mission to make fresh, organic produce accessible to everyone, the brand is committed to sustainable farming practices, ethical sourcing, and delivering convenience through its user-friendly online platform and efficient delivery services.Through this partnership, Clarity Communication will focus on elevating Farmery’s brand visibility by leveraging its expertise in authentic storytelling campaigns, media relations, and digital PR. The agency will implement a strategic approach to promote Farmery’s values of sustainability, transparency, and traceability, ensuring the brand’s key messages reach the right audiences across India.Commenting on the partnership, Sowmya Iyer, Founder & CEO of Clarity Communication, said "We are thrilled to collaborate with Farmery and support their mission to bring fresh, organic, and ethically sourced products to the forefront. As consumers become more mindful about what they eat, Farmery's farm-to-fork model offers the perfect solution. Our team is committed to amplifying their brand story and building meaningful connections with consumers across the country."Farmery’s commitment to sustainability extends beyond organic certification. The brand partners with local farmers, prioritizing ethical sourcing and reducing its carbon footprint. With Clarity Communication’s guidance, Farmery aims to strengthen its position as the go-to source for high-quality, farm-fresh food that consumers can trust.

Edelman has made the announcement that Rakesh Thukral will succeed Warren Fernandez as CEO for the firm’s operations in Asia Pacific (APAC). Fernandez will be stepping down from the role in order to pursue a new opportunity and will remain with the firm until the end of the year.  Thukral has a long-standing career with Edelman. As the current APAC Chief Operating Officer and Managing Director of India, he has championed growth through a relentless focus on the firm’s clients, people and diversification of specialties and offerings across its portfolio. Speaking on the development, Ed Williams, Edelman’s President for International, says: “I am grateful for everything that Warren has done for the firm, and for his leadership both regionally and globally. He has broadened and sharpened the firm’s capabilities in APAC, and his decades of experience in the news and media sector has been hugely important to many of our clients. We sincerely wish him all the best with his next move."“The APAC region continues to present significant opportunity for Edelman and our clients, and therefore remains a key focus for us. Rakesh’s experience of partnering with global companies to enter the Indian market, and for Indian businesses to expand globally, will be invaluable to our clients across the whole region. He has a deep understanding of the business, political, and societal dynamics of the region, and I have confidence that under his leadership, our business will be well positioned”, continues Williams. Fernandez says: “I am grateful for having been part of the Edelman team and to have worked with some of the industry’s most talented and committed colleagues. A new opportunity has arisen which is hard to say no to; it is a role that plays to my longstanding interests in public policy, and where I will have the opportunity to engage on some of the significant political and geopolitical issues of the day."Thukral adds: “Over the past couple of years, under Warren’s and Ed’s leadership, Edelman has become known for its strong integrated offering and work in Asia. Our growing capabilities in this space have been recognized with Creative Effectiveness Lions at Cannes, and at PRovoke’s Global SABRE Awards earning the title of “#1 campaign in the World” for two consecutive years.  “We have a strong team across the region and great client relationships across sectors and markets. I look forward to working with our teams and clients to continue elevating our work, and ensuring our clients receive solutions that help them evolve and grow their businesses in these complex times.”  Thukral will report to Williams in his new role, and the appointment is effective immediately. 

Seven Media, a communications agency in the Middle East, has joined as a Gold Sponsor of the PRCA Mena Annual Conference 2024, set to take place in Dubai on 14 November.Organised by the Public Relations and Communications Association Middle East and North Africa (PRCA Mena) the flagship conference brings together top PR professionals to explore key trends, digital transformation and the future of the industry.PRCA Mena is the regional chapter of the world’s largest PR professional body, focused on setting standards, offering guidance and fostering growth in the communications sector.Seven Media’s involvement goes beyond sponsorship. The agency is also working closely with PRCA Mena on a broader partnership for 2025, aiming to fuel innovation and drive activations that will benefit the region’s PR sector and support its growth.Gregg Fray, owner of Seven Media, sees the sponsorship as a natural extension of the agency’s dedication to shaping the future of PR. “At Seven, we’re passionate about pushing boundaries and setting standards,” Fray said. “Becoming a Gold Sponsor for the PRCA Mena Annual Conference aligns with our commitment to challenge the status quo and keep driving PR in new directions. It’s a chance to engage with peers, explore bold ideas, and show why Seven is a leader in this space.”The conference is set to offer rich discussions on, among other topics, digital shifts impacting PR and communication, a theme that resonates deeply with Seven Media’s own work. With its expertise in the UAE and Saudi markets, Seven is well-positioned to contribute insights that reflect both local knowledge and global best practices.Conrad Egbert, Head of PRCA Mena, highlighted the significance of Seven’s support: “We’re thrilled to have Seven Media as a gold sponsor this year. Their commitment to innovation and raising standards in PR aligns perfectly with the goals of this conference. I look forward to a progressive and fruitful partnership.”During the conference, Fray will also share insights on a panel, “The Future of PR: Navigating the Digital Revolution.” His participation will spotlight key trends, challenges and innovations shaping the industry, as Seven continues to help lead the conversation on PR’s digital evolution in the region.

Multi-award-winning PR agency Brazen MENA is enhancing its regional growth strategy through a series of new hires and promotions. These additions bolster the team, solidifying Brazen MENA’s position as a top-tier PR and social media powerhouse across the GCC.With seven promotions and eight new hires, Brazen MENA is accelerating its presence in key markets including the UAE, Saudi Arabia, and Qatar, setting the stage for even greater success.Among the promotions, Middle East PR Association’s Young Communicator of the Year, Khyati Megchiani has been promoted from Account Manager to Senior Account Manager. Additionally, Aarzoo Choglé has grown from Account Director to Senior Account Director, while Ada Teodoro steps up from Senior Account Manager to Junior Account Director. Rising star Kristina Fernandes takes on the title of Junior Account Manager, having served as Senior Account Executive, while Aya Khaddam and Devi Prakash both move from Account Executive to Senior Account Executive. Finally, Edhielou Cabillan assumes the role of Senior PR Coordinator.Brazen MENA has injected fresh energy into its team with the appointment of Catherine Salter as Social Media Manager, leading ‘Social B’, the agency’s refreshed social media offering with clients such as DoubleTree by Hilton Dubai - Jumeirah Beach. Hibba Khan joins as People & Culture Executive, supporting Brazen’s commitment to nurturing its dynamic team culture. Meanwhile, Léa Allam joins as Growth Director, Sharanya Paulraj as Junior Account Director, Salma Elsaadany as Account Manager, Lana Alomar as Senior Account Executive, and Chirag Harjani and Gazala Parker as Account Executives, taking the team to 28.Boasting a client roster that includes industry heavyweights such as Dubai Economy & Tourism, Atlantis Dubai, Daimler, and Marriott International, Brazen MENA has cemented its reputation as one of the region’s leading lifestyle PR agencies. The agency's momentum is further amplified by the opening of its new Riyadh office, a key milestone in its GCC expansion plan, which enhances its regional footprint. With client relationships in Qatar, Saudi Arabia and ongoing success in the UAE, Brazen MENA is poised for continued regional growth.Louise Jacobson, Managing Partner at Brazen MENA, shared her excitement: “At Brazen MENA, the team always comes first, and we are deeply committed to nurturing homegrown talent. I’m incredibly proud to have awarded so many well-deserved promotions this year as well as significantly expanded the team. With the opening of our Riyadh office, we’re entering a pivotal phase in our expansion, and I’m confident that with the right people in place, we will continue to grow and thrive across the region. This is just the beginning of what’s to come.”