2025 was not a year for safe bets or surface-level storytelling, and the communications industry felt that pressure acutely. In this interview with Adgully ME, Anastasiya Golovatenko, PR Director at Sherpa Communications, breaks down how the year tested agencies and brands alike, with tighter budgets, sharper expectations and a clear shift towards performance-driven communications. For Sherpa, a B2B-focused consultancy operating across complex sectors and diverse geographies, the year became a proving ground for strategic thinking, local expertise and execution at scale.Golovatenko also offers a candid view of how PR in the Middle East is evolving beyond media placements into a respected advisory role. From supporting multinational brands entering the UAE and Saudi Arabia to shaping nationwide awareness campaigns across the wider region, she explains why authentic engagement, sector depth and measurable impact now define successful communications, and why PR today is as much about business counsel as it is about visibility.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?2025 has been a demanding but very rewarding year for us. Being a B2B-focused communications agency is never the easiest route. We look after some of the most challenging industries, from logistics, construction and real estate to technology, oil and gas, energy, manufacturing and even satcom. What made this year special is how much our portfolio of global multinationals has grown, and how we’ve been able to support them not only with market entry, but with nationwide awareness campaigns across the wider region from the UAE and Saudi Arabia to Oman, Egypt, Jordan, Africa and even Turkey.We see more and more companies open to complex ideas, participation in various events and exhibitions, joint projects with local businesses and active support of government initiatives and their visionary national projects. That has created the perfect environment for us to step in as a quality business consultant offering local expertise, helping brands avoid costly mistakes and achieve the strongest possible visibility and impact in each market.When you look at the broader PR and communications industry, what defines this year for the industry?While the market is getting more dynamic, budgets are getting tighter and brands are far more demanding. I’d describe 2025 as a year where winning new business and fully satisfying the needs of existing clients has become harder. Only those PR agencies that can consistently deliver strong, measurable results will be able to hold their ground in the long run.Another Interesting observation is how the “performing” industries are shifting. Sectors that used to dominate are now taking a back seat with smaller budgets and a more cautious approach, while others are stepping forward and investing more aggressively. This makes it absolutely crucial for PR specialists to have diverse sector expertise and deep market knowledge, so they can continue to support brands effectively as their business priorities change.How has the role of PR evolved, has it shifted from just managing images to creating deeper, more authentic engagement?I’d say the understanding of PR has significantly evolved. Many brands know exactly what they want and they definitely don’t want a “distribution company” or a team that only secures interviews and pushes press releases. Especially for brands entering the UAE, KSA and the wider region, PR is now seen as a strategic function. They are looking for a PR partner who can support with a strong communications strategy, bringing deep knowledge of the local market and its specifics, and a strong network of business and media contacts.Being a PR consultant in this part of the world is very reputable and it requires a lot of knowledge and cross-disciplinary experience, from traditional PR to social media, marketing and digital, all working together.
