In Adgully ME’s REWIND 2025, PRHub.ae marked a breakthrough year, transitioning from a fully remote team to opening its first office in Dubai’s One Central. Under the leadership of Vlada Lomova, CEO, the agency strengthened its Middle East presence while delivering creative campaigns that captured attention and sparked conversation. A highlight was the “moon pizza” Ramadan campaign with Dodo Pizza, which not only resonated with audiences but also earned a Silver Mercury Award, cementing the agency’s reputation for inventive, impactful storytelling.Beyond individual campaigns, 2025 was defined by client trust and retention, with nearly all clients renewing their partnerships, including major players across ticketing, travel, and tech-driven B2B sectors. The year reflected the broader industry evolution, where PR is no longer limited to visibility or image management, but a 360-degree discipline encompassing creative activations, influencer engagement, and authentic, relationship-driven communication across multiple touchpoints.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?2025 was a breakthrough year for PRHub.ae Agency. We opened our first office in Dubai, One Central, which was a major step and strengthened our presence in the Middle East. Before that, we worked as a remote team.Another standout moment was our creative Ramadan campaign with Dodo Pizza, where we launched the “moon pizza” concept and secured coverage in all major Tier-1 outlets — Khaleej Times, Arabian Business, and What’s On. This campaign not only resonated strongly with the audience but also earned us a Silver Mercury Award, which became a defining achievement of the year.When you look at the broader PR and communications industry, what defines this year for the industry?This year was defined by a surge in bold, creative campaigns across the industry. Brands and agencies were more focused on ideas that truly stand out, spark conversation, and build emotional connections with audiences. Creativity became a key differentiator.Which new big clients did you onboard this year, and what made those wins special?Beyond onboarding new clients, what truly defined this year was retention. Around 99% of our clients extended their contracts into 2026, including major players such as a top MENA ticketing platform, a travel platform, and other tech-driven businesses, B2B startups. These renewals show strong trust in our work and confirm the long-term value we deliver, not just one-off campaigns.How has the role of PR evolved — has it shifted from just managing images to creating deeper, more authentic engagement?PR today is a 360-degree discipline. It goes far beyond media features and reputation management. It now includes events, influencer and blogger collaborations, creative activations, and deep, strategic communications. The focus is on authenticity, tailored approaches, and building real relationships with audiences across multiple touchpoints.
