Arbour has appointed Media Mantra Group as its public relations and communications partner. The decision follows a multi-agency pitch process. Media Mantra will handle strategic communications, media engagement, and brand positioning for Arbour, and will help position the firm's leadership as a credible voice on real estate private credit and private equity as Arbour scales its platform across India's alternative investment landscape.Chirag Mehta, Founder at Arbour, said: “We've been institutionalising real estate investment at scale across private credit and private equity. As our distribution network and deal pipeline grow, credible, consistent communication is what earns and keeps that trust. We put Media Mantra through a rigorous pitch process, and their command of finance and investment storytelling stood out. We look forward to a partnership that builds recognition for Arbour across our network and the wider industry.”Puja Pathak, Founder & Director of Media Mantra, said, “We are delighted to partner with Arbour at a pivotal time for India's real estate investment management space. Arbour's approach, backed by rigorous screening, technology-led risk mitigation, and a strong track record, gives us a compelling story to tell. Our focus will be on building sustained visibility for the brand and establishing its leadership as a credible voice for sophisticated investors evaluating real estate as an asset class.”She further added, “By combining our deep understanding of the real estate, alternative investments, and wealth management sectors with our multi-platform communication capabilities, we are well-positioned to help Arbour build a stronger brand presence, manage reputation, and reach new audiences.”Beyond the core mandate, Media Mantra will help Arbour build out stakeholder engagement and keep its external communication consistent as the firm grows its distribution network and deepens ties with institutional stakeholders.Media Mantra is a full-service PR and digital media agency with a diversified client portfolio spanning finance, technology, gaming, automotive, and education. It specialises in media relations, content strategy, and reputation management, and has expanded its footprint in the BFSI and alternative investments space through mandates with fund houses, fintech firms, and investment platforms.

Impact Research & Measurement Pvt. Ltd., a pioneer in media monitoring and intelligence, today announced the official launch of its new mobile app, Impact SmartMonitor V4. This upgrade to its mobile application introduces advanced features designed to transform how enterprise clients, corporate communications teams, and PR professionals access, track, and analyse their multi-channel media coverage.At the core of the V4 release is DYNA, Impact's own AI analyst. For the first time, users can go beyond news reading to engage directly with an intelligent conversational chatbot embedded right within the application. PR and communications leaders are drowning in information but starving for time. They don't have the luxury of reading through hundreds of articles just to find a single trend or context," said Aseem Sood, CEO of Impact Research & Measurement. "With this new release, we are changing how professionals interact with data. By embedding DYNA directly into their workflow, our users can simply ask their news feed a question and get an instant, reliable answer right on their phones."In addition to conversational data exploration, the app's backend architecture has been fundamentally overhauled to seamlessly handle high-velocity multi-source streaming, transforming raw tracking data into rich dashboard and metrics in real time."With SmartMonitor V4, we have completely modernized our infrastructure to support advanced Large Language Model capabilities directly on mobile touchpoints," said Shekhar Govindarajan, CTO of Impact Research & Measurement. "By leveraging full-text indexing, vectorization for RAG, low-latency API frameworks, and deep integration with our DYNA AI engine, we are enabling real-time processing of text, broadcast, and social conversations. The true benefit to our clients is immediate clarity, turning thousands of unstructured articles and conversations across regional languages, web, TV, and print into instant summaries and precise, searchable data sets instantly."Key Innovations & Capabilities in SmartMonitor V4:1. Multi-Channel Sync: An all-in-one consolidated feed streaming critical updates across Print, Web, X, TV, and YouTube. 2. Enhanced Article Intelligence (AI-Driven Utility): Individual articles are now packed with powerful workflow and productivity tools:DYNA Chatbot Integration: Query specific articles for deep context.AI-Powered Summaries: Instant bulleted breakdowns of lengthy columns and reports.Translation Support: Native translation of regional and vernacular media to break language barriers.3. Integrated Dashboard & Analytics: A completely redesigned, unified dashboard providing a holistic bird's-eye view of media presence. Complemented by Charts & Analytics, it delivers interactive, visual representations of Share of Voice, sentiment trends, and media volume statistics for quick, data-driven decision-making.The update is available starting today for all existing and new corporate clients of Impact Research & Measurement. Users can update or download the application through official corporate deployment channels, the Apple App Store, and the Google Play Store. 

OpenAI has officially selected Latin American communications agency another to spearhead its public relations and communications strategy in Mexico.The partnership marks a significant milestone in OpenAI’s international growth. The artificial intelligence pioneer is rapidly scaling its operations in Mexico to capture booming corporate demand. Another will manage all media relations, corporate reputation, and strategic messaging to position OpenAI's tools effectively within the country's business ecosystem.Driving Regional GrowthThe alliance lands at a critical moment for OpenAI's Latin American operations, characterized by:• Enterprise Adoption: Rapid integration of ChatGPT Enterprise across top Mexican corporations.• Startup Ecosystems: Deepening technical and commercial partnerships with local tech innovators.• Ad-Supported Models: Localized support for OpenAI’s ongoing ChatGPT advertising rollouts.Regional ExpertiseWith a massive footprint across Latin America, another brings localized, high-impact market knowledge to OpenAI. The agency will focus on building digital trust, demystifying AI technologies for the public, and strengthening connections with regional tech influencers and policymakers."OpenAI is transforming the way people, organizations and societies access knowledge, develop ideas and create new opportunities. For us, being selected by an organization with this level of global impact represents a profoundly important milestone and also validates a vision we have been building for years: integrating artificial intelligence and OpenAI technology as a structural component of how a modern organization operates," said another chief operating officer Karina Barcellos.

Luxury lifestyle communications agency Petrie PR has been appointed as the dedicated communications agency for Bound & Beyond, the Thailand-based hospitality and lifestyle group behind several of the country's best-known luxury hotels and dining destinations.Under the new partnership, Petrie PR will lead Bound & Beyond's corporate communications and media relations, while supporting the group's brand storytelling, executive profiling and media engagement across the luxury travel, hospitality, lifestyle and business sectors. The appointment marks Bound & Beyond's first retained public relations agency partnership and comes as the company expands its luxury hospitality portfolio in Thailand and strengthens its international brand presence. According to industry reports, the agency was selected following its successful work with KAIA, one of Bound & Beyond's brands, with that collaboration paving the way for a broader communications remit across the group's portfolio. Bound & Beyond owns and manages a portfolio of luxury hospitality and lifestyle brands, including Four Seasons Hotel Bangkok at Chao Phraya River, Capella Bangkok, Zephyr and Jul's. The company is also preparing to launch The Moken Club and its new hotel brand, KAIA Koh Phangan, as it continues to expand its footprint in Thailand's premium hospitality market. For Petrie PR, the win further strengthens its position in the luxury hospitality sector across Asia and the Middle East. The boutique agency specialises in integrated communications for luxury lifestyle, travel, hospitality, real estate, wellness and design brands, with operations spanning Hong Kong, Singapore, Indonesia, mainland China and the Gulf region. Its client roster includes hospitality brands such as Aman, Hyatt, Kempinski Hotels, Belmond and The Datai Langkawi. The partnership comes amid growing competition among luxury hospitality brands in Southeast Asia, where strategic communications, executive thought leadership and brand storytelling are playing an increasingly important role in attracting high-net-worth travellers and strengthening global brand recognition.

The UK's public relations sector generated an estimated £7.1 billion in economic value and supported more than 95,000 jobs in 2025, according to a new report commissioned by the Public Relations and Communications Association (PRCA), marking what the association says is the first independent effort to quantify the industry's contribution to the British economy.Titled "Beyond Communications: Understanding the Economic Contribution of the UK Public Relations Sector," the study was conducted independently by CBI Economics and supported by eight major communications firms—Burson, Edelman, FINN Partners, FleishmanHillard, Hanover Communications, Golin, Ketchum, Penta and Portland.The report highlights the growing role of public relations as a strategic business function, arguing that the profession has evolved well beyond traditional media relations to encompass corporate advisory, public affairs, reputation management, crisis communications, stakeholder engagement and executive counsel.£4 Billion in Direct Economic OutputUsing a bespoke industry taxonomy developed with input from PRCA members and machine learning analysis by The Data City, the report estimates that UK PR agencies and consultancies generated £4 billion in direct Gross Value Added (GVA) in 2025. Including indirect economic activity through supply chains and employee spending, the sector's total economic contribution rises to £7.1 billion.The analysis covers agency and consultancy businesses only and excludes communications professionals working in-house across corporations, government departments, charities and public sector organisations, suggesting the profession's overall economic impact is likely to be significantly higher.High-Value EmploymentAccording to the report, the PR sector directly employs more than 52,000 professionals, while its broader economic footprint supports 95,464 full-time equivalent jobs across the UK.The study found that every £1 generated directly by PR businesses creates an additional 77 pence elsewhere in the economy through supply-chain activity and consumer spending.The profession also ranks among the UK's higher-productivity knowledge industries. Average annual salaries are estimated at £46,003—around 18% above the national average—while each employee generates approximately £77,628 in GVA, placing the sector alongside legal and accounting services in terms of productivity.Industry Growth Beyond LondonWhile London remains the UK's largest PR hub, contributing approximately £2.9 billion in GVA and supporting more than 26,000 jobs, the report notes that the industry has become increasingly decentralised.Every UK region now contributes more than £100 million in economic value, with significant communications clusters emerging in Manchester, Leeds, Birmingham, Glasgow, Edinburgh and Bristol.PR Increasingly Seen as Strategic Advisory FunctionThe report argues that traditional government industry classifications no longer accurately capture the modern communications sector because many firms operate across PR, strategic consultancy, marketing and public affairs.It also suggests that communications professionals are playing a growing role in advising senior executives on organisational strategy, public policy, employee engagement, corporate reputation and stakeholder trust.PRCA Calls for Greater RecognitionPRCA Chief Executive Sarah Waddington described the findings as a milestone for the profession."This report proves that public relations and public affairs are not peripheral functions—they are engines of economic value, trust and influence across the UK."At £7.1 billion and more than 95,000 jobs, our sector is making a major contribution to national prosperity. But its real power goes beyond the numbers. PR and public affairs help organisations navigate complexity, build confidence, shape policy, protect reputation and create the trust that modern economies depend on."She added that the findings reinforce the case for viewing PR as a strategic management discipline rather than simply a communications service, particularly at a time when organisations face increasing challenges around misinformation, AI, geopolitical uncertainty and declining public trust.Measuring the Modern PR IndustryAdriana Curca, Director at CBI Economics, said one of the biggest challenges was accurately defining today's PR sector.She noted that conventional economic classifications fail to reflect the industry's multidisciplinary nature, prompting researchers to develop a new taxonomy based on the actual services communications firms provide.According to the report, PR professionals generate around 55% more economic value per employee than the average worker across the UK's wider creative industries, underlining the sector's role as a high-value professional services industry.Trust and Reputation Driving Business ValueAlongside the report, the PRCA has published a briefing paper arguing that organisations should increasingly evaluate public relations as a driver of enterprise value rather than as a discretionary communications expense.The association contends that reputation, stakeholder trust and strategic communications have become increasingly important as businesses navigate AI-driven disruption, misinformation, regulatory scrutiny and geopolitical uncertainty.PRCA Honorary President Charles Lewington, in an accompanying opinion piece, described the UK's communications industry as "a very British success story," arguing that the country has evolved into a global leader in strategic communications consultancy through decades of innovation, entrepreneurship and industry consolidation.The report is expected to fuel wider discussions about how the communications industry measures and demonstrates its value, particularly as PR leaders seek a stronger voice in corporate decision-making and boardroom strategy.

Mazarine, the independent global creative group founded by Paul-Emmanuel Reiffers, has acquired international PR and digital communications agency Bacchus, strengthening its integrated offering for luxury, fashion, art and culture brands.The acquisition adds Bacchus' expertise in corporate and consumer communications, reputation management and crisis communications to Mazarine's portfolio, enabling the group to offer clients a more comprehensive suite of creative, strategic communications and brand engagement services.The partnership also enhances Mazarine's ability to engage Very Important Clients (VICs) by leveraging Bacchus' network of Ultra High Net Worth (UHNW) individuals. Together, the companies will support events produced by Mazarine and its subsidiaries—including Mazarine Experience, La Mode en Images and Arter—while developing strategic communications programmes to identify, attract and engage influential audiences.Commenting on the acquisition, Paul-Emmanuel Reiffers, Founder and CEO of Mazarine Group, said: "Bacchus is the ideal Public Relations and VIC partner; our complementary areas of expertise and our expanded international reach allow us to go even further for the luxury clients we share. We will be the first to offer creative and communications services combined with VIC engagement. Our understanding of the global market and our strengthened presence enable us to adapt effectively to evolving target markets and behaviours. Our shared ambition was clear from our very first meeting, and I am delighted to welcome all the teams into our group."Anouschka Menzies, Co-founder of Bacchus, said the deal creates a differentiated proposition for luxury brands navigating an evolving communications landscape."In an ever-changing luxury communications landscape, the ability to influence audiences directly while building compelling brand narratives is critical to delivering meaningful commercial impact. Since inception, this has been precisely where Bacchus excels. Joining Mazarine gives us an advantage that other agencies cannot replicate. Strategic introductions and access to influential audiences have always been an essential part of our advisory offering. Our UHNW network is as valuable as our trusted relationships with senior editorial leadership internationally."Founded in London in 1998 by Anouschka Menzies and Charlotte Lurot, Bacchus is today led by the two founders alongside Co-CEO Daize Washbourn. The agency advises luxury brands, hospitality companies, destinations and cultural organisations on strategic communications, corporate reputation and brand positioning.Its client roster includes Diageo Luxury Group, Four Seasons, Red Sea Global Residential, Six Senses, Technogym, RH, Auberge Resorts Collection, the Victoria & Albert Museum, Zuma Group, Discovery Land Company, Global Design Forum, London Design Festival, London Fashion Week and Monte-Carlo Société des Bains de Mer.The acquisition reflects a broader trend of consolidation in the luxury communications sector, as agencies seek to combine creative expertise, strategic advisory services and access to influential global audiences under a single integrated offering.

Adgcraft Communications, one of the most trusted PR agencies in India, announces a mentorship session for startups as part of its flagship initiative PRISM 2026 (Public Relations Impact Strategy and Media). The session marks another milestone in the agency's fifth anniversary celebrations and will focus on why public relations and strategic communication are as critical to a startup's survival as the product or service itself. The event will be held at the Constitution Club of India, New Delhi, on July 18, 2026.Speaking on the initiative, Abhinay Kumar Singh, Founder and MD of Adgcraft Communications, said, "As Adgcraft Communications completes five years, we are proud to celebrate our journey of trust and growth. Over the years, we have grown alongside India's evolving communications industry while staying true to our vision of helping brands find their voice and create meaningful impact. Through PRISM 2026, we want founders to understand that a great product needs a great story to go with it. Startups that invest early in how they communicate build the kind of trust that outlasts their competitors. Too many founders wait until a crisis or a funding round to think about their narrative; by then, it is already too late. Our goal with this session is simple: to help startups see PR not as an expense but as an investment that compounds over time, the same way a good product does."Commenting on this, Hassan Faridi, Account Director, Adgcraft Communications, said, "Many startups invest months in building a great product but spend very little time building the visibility and credibility needed for that product to succeed. Media relations is not about securing one-time headlines; it is about creating sustained trust through credible storytelling, strategic positioning, and consistent engagement with the right media platforms. The right coverage helps startups build investor confidence, attract customers, strengthen employer branding, and differentiate themselves in an increasingly competitive market. Through PRISM 2026, founders will gain practical insights into how the media works, what journalists look for in startup stories, how to avoid common communication mistakes, and how strategic public relations can become a long-term business growth driver rather than just a marketing activity."India is now home to nearly 1.97 lakh DPIIT-registered startups, making it the world's third-largest startup ecosystem. Yet close to 90 percent of these ventures fail within five years, and 2025 alone saw over 11,000 shutdowns, roughly 30 startups closing down every single day. Product-market fit issues account for a large share of these failures, while team and leadership breakdowns explain another significant chunk. Founders across sectors are also finding it harder to stand out, with intense, undifferentiated competition pushing many into losing price wars. A good product alone does not guarantee survival. Startups that fail to communicate their vision clearly to investors, customers, and the market often lose ground to competitors with a stronger narrative, even when the underlying offering is weaker.This is the gap PRISM 2026's mentorship session aims to address. Many early-stage founders in India treat PR as an afterthought, something to invest in only after the product is built and funding is secured. In reality, communication and reputation-building need to run parallel to product development from day one. A startup that can articulate its value clearly, build credibility with stakeholders, and manage its narrative during both growth and crisis stands a far better chance of attracting investors, customers, and talent than one relying on product quality alone. The session is open to startups at all stages, and there is no participation fees. Interested startups can register for the session through the official registration link. https://docs.google.com/forms/d/e/1FAIpQLSetKY2unewpbvMoHgMWU-T88RT_DjKcLhmuO87YSA75J4YO4Q/viewform

Tonic Communications has been appointed as the strategic public relations and communications partner for Housing Foundation NZ, supporting the not-for-profit organisation's efforts to expand awareness of its affordable home ownership initiatives across New Zealand.Under the partnership, Tonic Communications will deliver strategic communications, media relations, content development and integrated campaign support. The agency will work closely with Housing Foundation NZ's marketing team to strengthen brand visibility, deepen stakeholder engagement and improve public understanding of the organisation's alternative home ownership model.The appointment comes as housing affordability remains a key social and economic issue in New Zealand, with growing focus on pathways that help first-home buyers transition into home ownership through shared equity and other innovative housing models.Georgia Coleman, Managing Director of Tonic Communications, said the agency is looking forward to helping the organisation amplify its impact."Housing Foundation is an organisation with a strong purpose, but also a significant opportunity to further build awareness and understanding of its model."Our role is to help sharpen the organisation's profile, connect with the right audiences and ensure its story is told clearly and consistently across multiple channels."There is a growing need for communications that build trust, simplify complexity and create meaningful engagement as conversations around housing accessibility continue across New Zealand."Housing Foundation NZ works with government agencies, community housing providers and private sector partners to help individuals and families achieve affordable home ownership through alternative financing and shared ownership programmes. Through the new partnership, Tonic Communications will support the organisation in communicating its mission and engaging with policymakers, communities and prospective homeowners as demand for affordable housing solutions continues to grow.

Singapore's public relations and communications job market is undergoing a significant reset rather than a downturn, according to The Shortlist's PR & Comms Talent Report 2026.Based on a survey of more than 100 PR and communications professionals across Singapore—including hiring managers, in-house communications leaders and candidates—the report reveals a market where hiring priorities are shifting, candidates are becoming more selective, and organisations are placing greater emphasis on strategic fit than sheer availability of talent.Agency Landscape Undergoing TransformationThe report finds that the traditional agency model is facing mounting pressure. Large network agencies are navigating restructurings, workforce reductions and a growing trend of clients bringing communications functions in-house.As a result, agencies are being encouraged to compete on more than brand recognition by offering clearer career progression, broader responsibilities, workplace flexibility and stronger organisational culture.Meanwhile, boutique and independent agencies are emerging as increasingly competitive employers. Their agile structures, stable leadership and partnership-driven regional expansion strategies are helping them attract and retain talent.Demand for In-House Communications Continues to RiseOrganisations across sectors such as financial services, technology and professional services are continuing to strengthen internal communications teams, the report notes.These roles increasingly require experienced professionals capable of operating independently, advising senior leadership and managing complex stakeholder relationships without agency support.The study also highlights the growing importance of commercial acumen. Successful in-house communicators are expected to demonstrate business understanding, engage confidently with executive leadership and clearly connect communications initiatives to organisational outcomes.Strategic Advisory and Business Development Skills in High DemandBusiness development responsibilities are expanding beyond senior leadership positions, with expectations increasingly extending to Senior Account Managers and Account Directors as agencies seek new revenue opportunities amid slower client pipelines.The report also identifies a shortage of professionals capable of providing high-level strategic counsel. Organisations are looking for communicators who can align communications strategies with business priorities, advise senior executives and make informed decisions in high-pressure situations.AI Reshaping Workflows, Not Replacing ExpertiseArtificial intelligence is becoming a mainstream workplace tool, with adoption progressing more rapidly among employers than job seekers.According to the report, 60% of hiring managers consider AI essential or already use it regularly in their workflows, compared with 48% of candidates who say they are highly confident using AI in their daily work.Despite growing adoption, the report stresses that AI cannot replace core human capabilities such as relationship management, strategic thinking and business development—skills that remain in short supply across the industry.Fractional Communications Leadership Gains MomentumThe report also points to growing interest in fractional communications leadership, where experienced professionals provide strategic guidance on a part-time or flexible basis rather than joining organisations full-time.Unlike traditional freelance work, these roles typically involve senior advisory responsibilities, allowing organisations to access executive-level communications expertise without appointing a full-time communications director or chief communications officer.For senior practitioners, fractional roles offer greater flexibility while enabling them to continue delivering strategic value across multiple organisations.Hiring Challenges Reflect Quality of Match Rather Than Talent ShortageSurvey findings suggest that hiring difficulties stem more from alignment than from a lack of candidates.Among respondents:• 45% of candidates reported being ghosted during recruitment processes.• 33% cited a shortage of suitable opportunities matching their seniority as their biggest challenge.• 43% of hiring managers said finding the right candidate remains their primary recruitment hurdle.The report concludes that both employers and candidates are struggling to identify the right fit, with poor communication throughout recruitment further widening the gap.Building Future-Ready Communications CareersFor communications professionals, the report recommends investing in personal visibility and professional networks before actively seeking new opportunities, particularly for senior leadership positions that are frequently filled through industry relationships rather than public job listings.It also identifies commercial awareness, strategic advisory capability, business development skills, AI proficiency and the ability to demonstrate measurable business impact as key differentiators in today's market.For employers, the report recommends greater transparency during recruitment. Clearly defined role expectations, salary ranges, career progression opportunities and realistic business development responsibilities are likely to improve candidate engagement and help organisations attract stronger talent.

Words Matter, a strategic communications and Public Relations agency, and Goosebumps Network, a full-service integrated marketing and brand solutions agency, have announced a strategic alliance aimed at delivering end-to-end brand-building solutions that seamlessly integrate reputation management, storytelling, public relations, creative communications, digital marketing, and experiential brand engagement.The partnership combines Words Matter's strength in building reputation, shaping narratives and fostering stakeholder trust through strategic communications and public relations with Goosebumps Network's expertise in creating impactful brand experiences through integrated marketing, creative storytelling and audience engagement. Goosebumps Network’s extensive experience in agriculture and rural outreach further enhances the alliance's ability to help organisations engage stakeholders across both urban and rural markets. As brands navigate an increasingly fragmented communications landscape, the alliance seeks to bridge the gap between earned influence and audience engagement by offering clients a unified approach that combines strategic narrative-building with impactful marketing execution. The collaboration will enable organisations across sectors to access a broader spectrum of services under a single strategic frameworkAshish J. Banka, Founder and CEO, Goosebumps Network, said: "Audiences no longer distinguish between a brand's communications, marketing and experiences - they see one brand. The most effective brand-building happens when communication and marketing work together, creating seamless engagement across every touchpoint. This partnership brings together complementary strengths in reputation-building, creativity and audience engagement to help organisations build stronger connections, deliver impactful brand experiences and create lasting value."Noopurr R Chablani, Founder and Image Strategist, Words Matter, added: "Today's brands require a lot more than visibility; they need credibility, consistency and meaningful engagements. As organisations communicate with every stakeholder group simultaneously, it becomes increasingly important to ensure that every interaction reflects a clear and cohesive narrative. This alliance brings together strategic communications and marketing expertise to help brands create more consistent, credible and influential narratives." Together, Words Matter and Goosebumps Network will help organisations align communications and marketing efforts to build reputation, strengthen engagement and support growth.

ON PURPOSE, a creative communications consultancy focused on social change, has been appointed as the communications partner for the Bengaluru International Short Film Festival (BISFF), one of India's premier film festivals and an Oscar®-qualifying platform for short films. The mandate will be managed by the consultancy’s Bengaluru office and marks a significant addition to its growing culture and communities portfolio in the city.Founded in 2010, BISFF has emerged as one of the country’s most respected platforms for short-form cinema, bringing together filmmakers, audiences, and industry leaders from across the world. Founded by Anand Varadaraj (Producer, Actor) and mentored by acclaimed theatre personality, actor, and filmmaker Prakash Belawadi, the festival is recognised by the Academy of Motion Picture Arts and Sciences as an official Oscar-qualifying festival, placing it among a select group of global festivals that serve as a pathway to the Academy Awards.As part of the engagement, ON PURPOSE will support BISFF with strategic communications, media relations, and storytelling aimed at expanding the festival’s visibility and reinforcing Bengaluru’s position as a vibrant cultural hub.The BISFF mandate builds on ON PURPOSE's growing portfolio in Bengaluru across culture and communities. The consultancy has previously partnered with initiatives including Manotsava, the national mental health festival by Rohini Nilekani Philanthropies, NIMHANS, and NCBS; Janaagraha, a leading civic participation organisation; and BLR Hubba, UnboxingBLR's city-wide arts and culture festival. Together, these partnerships reflect ON PURPOSE's growing presence in shaping conversations around culture, community, and contemporary urban life in Bengaluru.Commenting on the partnership, Girish Balachandran, Founder and Managing Director, ON PURPOSE, said, “Bengaluru’s identity extends far beyond technology and innovation. It is also home to a thriving cultural ecosystem shaped by artists, filmmakers, creators, and communities. BISFF has played a pivotal role in putting Bengaluru on the global cinema map, and we are excited to support the festival in telling its story to wider audiences. This partnership also reflects our growing commitment to the culture and community space in the city.”Anand Varadaraj, Founder and Artistic Director, Bengaluru International Short Film Festival (BISFF), said, “Over the last 15 years, BISFF has grown into a globally recognised platform for short-form cinema, connecting filmmakers, audiences, and industry professionals from around the world. As we continue to expand our reach and strengthen Bengaluru’s position on the global film map, we are delighted to partner with ON PURPOSE to help amplify our story and engage wider audiences with the power of short films.”

V Spark Communications, one of India’s leading public relations agencies, today announced it is rebranding as Fizz PR, effective immediately. The new name and identity reflect the agency’s evolution from a Delhi NCR focused PR firm into a full-spectrum communications partner for ambitious brands across India and international markets, with the same leadership, team, and client relationships that have driven its growth to date. The agency’s new digital home, www.fizzpr.com, goes live today. “We didn’t just want a new name; we wanted a name that captures how we actually work. Great PR isn’t quiet. It’s the spark that gets people talking, the fizz that makes a brand impossible to ignore. That’s the energy we bring to every campaign, and now our name says it too,” said Kanika Chhabra, Founder of Fizz PR. The rebrand is a response to how much the agency and the industry  have changed. Attention is no longer earned through press releases alone; it is earned across media, digital, social, and creator ecosystems simultaneously and increasingly across borders. Over the past several years, V Spark’s work had already outgrown its name: campaigns spanning multiple Indian metros, cross-border narratives for global clients, and integrated programs that go well beyond traditional media relations. Leadership described the move as a graduation, not a reset. “This isn’t a reset,it’s a graduation. Everything that made V Spark a trusted partner stays exactly the same. We’re just showing up with a name and a look that finally match the energy we bring to our clients’ brands,” Chhabra added. The new identity is built on the convictions that have guided the agency from the start: earning attention rather than renting it, with every campaign starting from what genuinely deserves to be heard; acting as an extension of the client’s team rather than a vendor at arm’s length; treating media, digital, social, and international channels as one integrated narrative, since that is how audiences actually experience a brand; and using energy as a strategy — momentum and speed designed to make brands impossible to ignore. Fizz PR retains the full expertise that built V Spark’s reputation as a top PR agency in Delhi NCR, spanning Technology & SaaS PR, Startup & Growth PR, Healthcare & Pharma PR, Consumer & Lifestyle PR, Real Estate & Infrastructure PR, IPO PR, Government Relations,and Celebrity & Personal PR, delivered for clients across Delhi, Mumbai, Bangalore, Hyderabad, Pune, Chennai, and beyond. Alongside the new name, the agency is formally expanding into International PRhelping Indian brands build media presence overseas and supporting global companies entering the Indian market. It is a natural next step for a team that has already spent years managing cross-border narratives for clients. Nothing changes in terms of who clients work with day to day; what changes is the ambition, with Fizz PR positioning itself as a more contemporary, integrated communications partner built for how brands actually earn attention today. Fizz PR will continue to operate from its Delhi NCR base while expanding its footprint across key Indian markets and internationally. The agency’s existing case studies, client results, and team will migrate to the new brand, with more details available on the newly launched website.

India’s leading health and hygiene solutions company, Eureka Forbes Ltd has recently onboarded Concept Public Relations Ltd, one of India’s leading integrated communications consultancies, as their communications partner. As part of this strategic collaboration, Concept PR will drive Eureka Forbes' integrated communications strategy, managing the company's overall corporate and brand communications portfolio.This mandate marks a significant win for Concept PR, reinforcing its expertise in managing complex, multi-layered communications across large conglomerates and delivering integrated strategies spanning traditional PR and digital ecosystems.Under this mandate, the agency will support reputation management, strategic media relations, thought leadership, executive profiling, stakeholder engagement, and communication initiatives across Eureka Forbes' key business segments, including water purification, air purification, and vacuum-cleaning solutions.Anurag Kumar, Chief Growth Officer, Eureka Forbes Limited, said on the collaboration, “We are pleased to onboard Concept PR as our communications partner. As we continue to strengthen our presence across categories and drive innovation-led growth, strategic communication will play a critical role in amplifying our brand story and business vision. The agency’s deep expertise in corporate reputation management and integrated communications will help us further enhance our engagement with key stakeholders and reinforce Eureka Forbes' position as a trusted household brand.”Suhas Tadas, Senior Vice President, Concept PR, added, “This is a significant and strategic mandate for us. With a strategic PR approach, we look forward to building a strong, cohesive narrative for the Group and its leadership, amplifying their vision, innovation, and market leadership across platforms.”The partnership aims to further strengthen Eureka Forbes' corporate reputation, amplify its innovation-led growth narrative, and enhance stakeholder engagement across traditional and digital media platforms.With its extensive expertise in corporate communications and brand reputation management, Concept PR will work closely with Eureka Forbes to build compelling narratives that reinforce the company's leadership position in the health and hygiene category.

Blue Buzz, a leading reputation and brand advisory firm, has been appointed as the strategic communications partner for Vembu Technologies, an Indian software company building innovative, cost-effective infrastructure solutions for businesses and service providers across the globe.The mandate places Blue Buzz at the centre of Vembu Technologies' communications strategy in India, with a remit spanning media relations, corporate storytelling, executive thought leadership and reputation advisory. The objective is clear: to build a communications programme that reflects the depth of Vembu's engineering capabilities and strengthens its standing with businesses, partners and the broader technology ecosystem.Vembu Technologies has spent over two decades developing enterprise software built for the complexity of modern IT environments. Its flagship platforms, BDRShield and XDRShield, deliver comprehensive backup, disaster recovery, cyber resilience, and endpoint detection and response capabilities to organisations across more than 100 countries. The company's solutions serve customers across IT services, BFSI, healthcare, education, manufacturing, retail, telecom, logistics and the public sector.The partnership comes at a time when cyber resilience and infrastructure modernisation have moved from IT conversations to boardroom priorities. For Vembu Technologies, which has built its reputation on engineering-first thinking and product reliability, this moment calls for communications that match the quality and intent of the work being done.Sekar Vembu, Founder & CEO, Vembu Technologies, said, "As we continue to expand our presence and strengthen our engagement with customers, partners and the broader technology ecosystem, strategic communications will play an increasingly important role in our growth journey. We are pleased to partner with Blue Buzz and look forward to leveraging their expertise to communicate our vision, product innovation and commitment to helping organisations build resilient IT environments."Neha K Bisht, Founder & CEO, Blue Buzz, added, "What drew us to Vembu Technologies was the clarity of conviction behind what they build. This is a company that has been solving real infrastructure problems for businesses across 100 countries, quietly and consistently, without making noise for the sake of it. Our role is to ensure that the credibility they have earned translates into visibility and trust with the stakeholders who matter. That is the kind of communications brief we are built for."The mandate reinforces Blue Buzz's focus on partnering with innovation-led organisations that are building something worth talking about, and ensuring the story is told with the rigour and authenticity it deserves.

Global independent marketing and communications agency FINN Partners has expanded its Asia-Pacific presence by acquiring Australian financial and corporate communications consultancy Honner, marking its entry into the Australian market and strengthening its financial services capabilities across the region.The deal adds Honner's 25-member Sydney team to FINN Partners' global network, increasing the firm's worldwide footprint to 37 offices and expanding its APAC workforce to around 250 professionals.As part of the integration, Philippa Honner, founder of Honner, will join FINN Partners as Managing Partner and APAC Financial Services Practice Lead. In her new role, she will spearhead the growth of the agency's financial services practice across Asia-Pacific while strengthening its presence in Australia. She will also join FINN's APAC leadership team, collaborating with regional leaders across Greater China, Hong Kong, India, Malaysia, Myanmar, Singapore and Thailand.The acquisition reflects FINN Partners' strategy to deepen its presence in one of the region's fastest-growing financial markets. The agency said Australia's expanding role in both traditional financial services and emerging digital finance made it a strategically important market as Asia's financial ecosystem continues to evolve.Howard Solomon, Founding Managing Partner and APAC Lead at FINN Partners, said Australia had long been a priority market for the firm."Australia represents a significant growth opportunity for FINN in Asia-Pacific. Bringing Honner into the network enhances our expertise in financial services communications and provides greater scale to support both regional and international clients operating in the market. We are delighted to welcome Philippa and her team as we continue building our presence across APAC," he said.Peter Finn, CEO and Founding Partner of FINN Partners, said the acquisition builds on the firm's recent expansion strategy in the region."This follows the momentum generated by our acquisition of RICE Communications last year. Our APAC business now contributes nearly 10 per cent of FINN's global revenue. With Honner joining the network, our Asia-Pacific operations now generate approximately US$19 million in fees, further strengthening our ability to support clients seamlessly across the Americas, EMEA and APAC," he said.Philippa Honner described the move as a significant milestone for both the agency and its clients."Joining FINN Partners provides an exceptional platform to accelerate our ambition of becoming the leading communications consultancy for corporate and financial services brands across Asia-Pacific. We look forward to collaborating with colleagues throughout the region and delivering integrated, market-specific communications strategies that help clients navigate increasingly complex regional business environments," she said.Following the acquisition, the Australian firm will operate under the brand "Honner, A FINN Partners Company," with all Honner employees joining FINN Partners as part of the integration.

Jajabor Brand Consultancy (JBC), one of India's top PR, Public affairs, and brand consultancy firms, has won the PR mandate for FlixBus India, the Indian arm of Flix, Europe's largest intercity mobility platform, to manage its end-to-end communications in the country.Under the mandate, JBC will lead FlixBus India's public relations, media strategy, reputation management, executive visibility, and brand narrative, supporting the company's next phase of growth in the country. The partnership comes at a pivotal moment as FlixBus India deepens its operational footprint and establishes itself as a leading player in the country's intercity mobility sector.Prerana Mundhra, Manager, Public Affairs, FlixBus India said: "India is one of FlixBus' most strategic growth markets globally, and as we continue expanding our network and connecting more cities across the country, clear and consistent communication remains an important part of our growth journey. We have built a strong foundation for stakeholder engagement and brand storytelling, and Jajabor's experience in strategic communications will help us scale these efforts further. We look forward to working together to support our communications objectives and strengthen conversations around the future of intercity travel in India." Commenting on the partnership, Upasna Dash, Founder & CEO, Jajabor Brand Consultancy, said: "We are very excited to partner with FlixBus India and help build awareness, trust, and preference for a brand that is redefining how people travel between cities. As the intercity mobility sector evolves, there is a strong opportunity to shape conversations around safer, more reliable, and sustainable travel. At Jajabor, we believe communications should do more than generate visibility—it should drive tangible business outcomes, whether that means accelerating market adoption, strengthening stakeholder trust, influencing perception, or supporting growth objectives.Founded in 2017 by Upasna Dash, JBC has over the past nearly nine years built a reputation for communications that drive measurable business outcomes, working with 200+ brands across startups, Fortune 500 companies, and leading venture capital firms, entirely without external funding. The FlixBus India mandate adds to a growing portfolio of high-impact clients across mobility, technology, and sustainability. JBC's scope covers proactive media relations, thought leadership programming for senior leadership, reputation management, and crisis preparedness, positioning FlixBus India as not just a mobility brand, but a credible voice in conversations around safe and sustainable intercity travel in India.

Burson Group, the global communications agency purpose-built to create value for its clients through reputation, and VML, the top-tier creative company merging brand experience, customer experience and commerce, took home the PR Lions Grand Prix in Crisis Communications & Issues Management at the 2026 Cannes Lions Festival of Creativity. The winning campaign, The KitKat Heist, delivered a real-time crisis response that transformed a supply chain disaster into a global cultural moment.The KitKat Heist, created by VML and brought to life in partnership with Burson, also earned four additional Gold Lions across PR: Social Engagement, PR: Real-Time Response, Social & Creator: Real-Time Response and Media: Consumer Goods. And it won three Silver Lions in Social & Creator: Innovative Engagement of Community, Media: Use of Social Platforms and Direct: Real-Time Response.“Crisis communications has long been the discipline of caution, protecting reputation, minimizing damage, staying safe,” said Dana Tahir, PR Lions Jury President, Cannes Lions 2026, and CEO, HAVAS Red Middle East and Egypt. “But this year's work rewrote those rules entirely. KitKat didn't just manage a crisis — they transformed it into a cultural moment, proving that creative bravery and crisis counsel can coexist.”When a 12-tonne theft threatened KitKat's Easter, the agencies turned a crisis into a brand-building opportunity. Bypassing defensive corporate messaging, they injected KitKat's playful spirit into initial communications. The news release and statements were crafted to be meme-able and shareable: immediate conversation starters that fueled global discussion but also shaped it. It gave the media permission to have fun with the story while reporting facts."Crisis communications has always been one of PR's most demanding disciplines. It's tested in real time, under pressure and usually with the temptation to prioritize caution over creativity,” said Taj Reid, Global Chief Creative Officer, Burson. “We couldn't be more honored to have partnered with our colleagues at VML to help rewrite that playbook, turning a crisis into a break-out moment for a client who knows exactly what creative bravery can deliver. This work proved that when creative, social and PR are truly in lockstep, the result isn't just a campaign - it’s a cultural moment."“The KitKat Heist has been an incredibly special project that brought together creative ideation, social and PR orchestration all in real time,” said Ryan McManus, Chief Executive Officer at VML UK. “We reacted to a brief that came from the real world and enlisted what seems like the whole of the internet to help track down stolen KitKats and help solve the ongoing investigation. We are so proud of our teams at VML UK and our partners at Burson who helped bring it to life. And of course our longstanding clients KitKat for their creativity and trust in us."

Global healthcare communications firm Real Chemistry has acquired Singapore-based Spurwing Communications, marking the launch of its first strategic Asia-Pacific hub as it expands its presence across the region.The acquisition strengthens Real Chemistry's footprint in APAC, a market the company says is becoming increasingly important for healthcare innovation and access to new therapies. The combined business aims to deliver more integrated, data-driven and locally relevant communications services to healthcare clients across the region.Kath Harrison, Group President, International Growth at Real Chemistry, said the deal would enhance the company's ability to help clients create measurable business impact through connected engagement strategies tailored to diverse APAC markets.Founded in Singapore, Spurwing Communications has worked with pharmaceutical companies, healthcare organisations and multinational brands throughout the Asia-Pacific region. Following the acquisition, founder-CEO Emma Thompson will continue to lead the business in the newly created role of President, APAC Growth, reporting to Harrison.Thompson said joining Real Chemistry would allow the agency to broaden its services while retaining its regional expertise and senior advisory approach. She added that the company plans to expand its APAC operations and introduce additional capabilities, including analytics and artificial intelligence, while continuing to support existing clients.Real Chemistry CEO Shankar Narayanan described the acquisition as a key milestone in the company's global growth strategy. He said expanding in APAC would strengthen the firm's ability to support clients across the full commercialisation journey, from strategic planning to stakeholder engagement, in one of the world's fastest-growing healthcare markets.

Confiance Communications, an integrated Communications Firm known for driving media advocacy and building investor and stakeholder trust for high-growth businesses, has secured the PR mandate for Mannlich, a men's skincare brand. Founded by Pritam Kudev, a seasoned marketer, Mannlich was born from a simple but consistent observation: that men have real skin concerns, and the products available to them have never genuinely addressed this problem. Mannlich was established to bridge this gap. The brand's product range spans body care, face care, and intimate hygiene care. Every product is proprietary, paraben-free, and sulphate-free, with formulations developed to EU standards. As its strategic Communications partner, Confiance will work closely with Mannlich to shape a cohesive brand narrative that brings together its EU-standard formulation philosophy, dermatologist-validated product range, and early market traction across metro and Tier 1 India. The focus will be on building a strong and consistent presence across men's grooming, lifestyle, and business media, positioning Mannlich as a category-defining entrant in India's evolving men's personal care landscape. As the brand continues to expand its product portfolio and deepen its presence across D2C platforms, Confiance will also develop a sustained thought leadership programme for Pritam Kudev, establishing him as a credible voice on men's self-care, D2C brand-building, and the evolving Indian grooming consumer. Alongside, efforts will be directed towards strengthening Mannlich's visibility within investor and startup ecosystems through credible, narrative-led storytelling that reflects both scale and long-term ambition.Speaking on the partnership, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said, “Men's grooming is one of the fastest-growing conversations in Indian consumer retail right now, and yet, the category is still largely telling the wrong story. It has been built around identity and aspiration, around beards and fragrances, while quietly, millions of Indian men have been navigating real skin problems with products that were never designed for them. At Confiance, we see this as a significant storytelling opportunity. Our role will be to shape a narrative that not only establishes Mannlich's formulation credibility, but places it at the centre of a larger conversation about what men's skincare in India can and should be.”Adding to this, Pritam Kudev, Founder, Mannlich, said, “As Mannlich scales across platforms and geographies, it is critical that our brand story keeps pace with our growth. We have built something that the Indian male consumer has genuinely responded to, and now the priority is to ensure that the credibility behind every product decision we have made is visible to consumers, investors, and the broader ecosystem. Confiance's understanding of the D2C and consumer brand landscape, and their track record of building category narratives for brands at exactly this stage of growth, is what makes this the right partnership for us.”Confiance Communications is one of India's most trusted and result-oriented PR firms, headquartered in Gurugram. It has a remarkable record of establishing media footprints for over 300 organisations in India and abroad. With an unparalleled ability to captivate key stakeholders, Confiance establishes a powerful connection with target audiences, industry peers, and the investor community. Its impressive clientele includes prominent names such as The Quorum Club, Lenskart, Turkiye Tourism, Positive Moves, Beyond Appliances, JetSetGo, CashKaro, Leo Capital, Salad Days, The Ocean Cleanup, Transition VC, Granite Asia, Kuku, Euronics, Libertario, PlanetSpark, ProcMart, Vetic, and Khyaal, to name a few. This partnership marks a continuation of Confiance's growing focus on building category-defining narratives for India's emerging consumer brands. As more founders look to translate product credibility into sustained media and investor visibility, Confiance's work across the D2C and consumer landscape positions the firm as a trusted partner for brands at this critical inflection point.

Metamorph Communications, an integrated communications firm, today announced the launch of its ‘IPO Accelerator’ Communications Practice, a dedicated offering designed to help emerging businesses prepare for the communications demands of an Initial Public Offering (IPO) and life as a publicly listed company. As India's capital markets continue to witness strong participation from technology startups, new-age businesses and high-growth enterprises, companies are increasingly recognizing the importance of strategic communications in building investor trust, enhancing corporate credibility and maintaining stakeholder confidence throughout the IPO journey. The IPO Accelerator Communications Practice has been created to support companies at every stage of the listing lifecycle from pre-IPO positioning and corporate storytelling to media engagement, executive visibility, investor communications and post-listing reputation management. "Our goal is to help businesses enter the public markets with credibility, clarity and confidence," said Satyandre Yadav, Founder and CEO, Metamorph Communications. "An IPO is much more than a fundraising milestone; it is a defining moment that places a company under constant public scrutiny. Strong communication plays a critical role in shaping stakeholder perception before, during and after listing. Through our IPO Accelerator Communications Practice, we aim to become a trusted communications partner for companies preparing for this important transition." Metamorph Communications will work closely with founders, management teams, investor relations professionals, merchant bankers, legal advisors and other ecosystem partners to ensure communications remain aligned with regulatory requirements while effectively engaging key stakeholders. The practice is designed for venture-backed startups, technology companies, family-owned enterprises, unicorns, SMEs, and businesses preparing for public listings in India and international markets. With extensive experience in corporate communications, technology, financial services and emerging sectors including AI, fintech, digital assets and Web3, Metamorph Communications has supported companies through high-growth phases, funding announcements, strategic partnerships, leadership positioning and corporate reputation building. The launch of the IPO Accelerator Communications Practice reflects the firm's continued commitment to expanding its strategic communications capabilities and helping ambitious companies successfully navigate their journey to the public markets.

Global communications agency Burson has marked its second anniversary by celebrating employees across its Middle East network, highlighting the agency's continued expansion and growing role in shaping strategic communications across the region.Teams across Burson's offices in Dubai, Abu Dhabi, Riyadh and Cairo came together to celebrate the milestone, recognising the people behind some of the agency's most significant campaigns, client wins and integrated communications projects. Colleagues across Qatar, Bahrain and Jeddah also joined the anniversary celebrations.Reflecting on the milestone, Fouad Bou Mansour, CEO, Middle East, North Africa and Turkey (MENAT), Burson, said the anniversary was as much about the agency's people as it was about its evolution."Celebrating two years of Burson with our teams across the region was a great reminder of what makes this business special: our people," Bou Mansour said in a LinkedIn post."But while our name may be a mere two years young, our reputation is shored up by decades of hyper-local experience and a vast global presence."He also thanked teams across the region for their contribution to the agency's growth."Thank you to everyone across Dubai, Abu Dhabi, Riyadh, Cairo, Qatar, Bahrain and Jeddah for your dedication and collaboration. I'm proud of what we've accomplished together and even more excited for what's ahead."Burson was launched globally in July 2024 following the merger of BCW and Hill & Knowlton under WPP, creating one of the world's largest communications consultancies. The combined agency brought together decades of expertise in corporate communications, public affairs, brand marketing, digital communications, crisis management and integrated campaigns.Since its launch, Burson has continued to strengthen its presence across the Middle East, supporting clients across sectors including government, technology, healthcare, finance, energy, tourism and consumer brands. The agency has also been investing in AI-enabled communications, data-driven insights and integrated advisory services as organisations increasingly seek strategic partners capable of navigating complex stakeholder environments.The second anniversary comes at a time when the communications industry is undergoing significant transformation, with agencies expanding beyond traditional media relations into reputation management, executive advisory, creator engagement and AI-powered communications.For Burson, the milestone underscores its ambition to combine global scale with deep local market expertise as it continues to grow its presence across the MENAT region.

Dubai-headquartered luxury communications agency Maison Ellyse has expanded its international footprint with the launch of its first full-scale European office in Paris, alongside the appointment of Sabrina Saad as PR and Communications Director, Paris.The move marks a strategic milestone for the agency, which has established a presence across the GCC, including the UAE, Saudi Arabia, Qatar and Kuwait. The Paris office is designed to strengthen Maison Ellyse's cross-market luxury communications offering, creating a bridge between European fashion and luxury brands and the rapidly growing Middle East market.The new office will provide services spanning media relations, influencer and talent management, celebrity partnerships, brand collaborations, event communications and strategic PR. It will also support GCC-based luxury brands seeking greater visibility in France and Switzerland through media engagement, retail activations and partnership opportunities, while helping European brands expand their presence across the Gulf region.“This is not simply a new office. It is a commitment, to our clients, to the markets we are entering and to the vision we have held since the very first day we opened our doors. To our existing clients — this means greater reach, deeper access and expanded capability across the markets that matter most to your global ambitions. To the French and Swiss markets — we look forward to building something meaningful together,” announced the agency in its LinkedIn page.Leading the Paris operation is Sabrina Saad, who brings more than a decade of luxury communications experience from agencies including KCD and Karla Otto. Throughout her career, she has worked with global brands such as Valentino, Ashi Studio, Gianvito Rossi, Delvaux and Nike.In her new role, Saad will work closely with Founder and CEO Elvira Jain and Global Group Director Tina Mateen to establish Maison Ellyse's European operations and grow its client portfolio across the region."Paris felt like the right next step, not just strategically, but personally," said Elvira Jain, Founder and CEO of Maison Ellyse."We have been working across both markets for some time and the connection between our GCC world and the French luxury landscape has always been a natural one. Having a proper home here allows us to serve that connection with the attention and commitment it deserves."Tina Mateen, Global Group Director, said the expansion reflects the agency's long-term international growth strategy."Paris is a natural next step for us. We have spent years building the relationships and the reputation that make this move meaningful. Having Sabrina lead this chapter gives us enormous confidence—she is exactly the right person for this moment."The Paris launch comes as luxury brands increasingly seek integrated communications strategies spanning Europe and the Middle East, with demand rising for cross-border PR, influencer marketing and brand partnerships as fashion, beauty and luxury businesses accelerate global expansion.

Jivraj9 Tea Group, one of Gujarat’s trusted tea brands, has appointed Primex Media Services Pvt. Ltd. as its strategic public relations and communications partner. The mandate will focus on strengthening the brand’s public narrative, expanding media visibility and building stronger category presence across Gujarat and national platforms.Through this partnership, Primex Media will support Jivraj9 Tea Group in building a consistent PR roadmap across brand communication, leadership profiling, product-led storytelling, industry engagement and consumer culture-led narratives.The next phase of communication will focus on converting this market trust into stronger media authority and wider public reputation. The PR approach will include focused media relations, participation in relevant FMCG and consumer-behaviour stories, leadership-led conversations and high-impact intellectual properties around Gujarat’s chai culture.As part of the communication roadmap, Primex Media will work with the brand to develop stories around Gujarat’s relationship with chai, quality and blending discipline, evolving tea consumption habits, modern formats and the brand’s growth journey. The agency will also help create media-ready narratives and targeted outreach across business, FMCG, marketing, lifestyle, regional and digital media platforms.Speaking on the appointment, Viren Shah, Chairman, Jivraj9 Tea Group, said, “Group has built strong consumer trust over the years. As the brand enters its next phase of growth, we believe communication has to go beyond product visibility and reflect our larger story around taste, quality, legacy and modern chai culture. Primex Media’s understanding of regional and national media ecosystems will help us strengthen this narrative with consistency.”Commenting on the mandate win, Nitesh Desai, Founder & CEO, Primex Media Services Pvt. Ltd., said, “Jivraj9 Tea Group represents a powerful Gujarat story - a trusted tea brand with strong consumer connect and meaningful growth potential. Our focus will be to build a sustained reputation engine for the brand through strategic storytelling, media relations, leadership visibility and category-led PR. We believe Jivraj9 Tea Group has the opportunity to become one of the most visible voices in Gujarat’s tea and FMCG ecosystem.”Primex Media’s scope will include strategic PR planning, media relations, leadership profiling, industry story participation, product and category-led communication, regional and national media outreach, content-led brand communication and the development of high-impact PR properties around tea culture and consumer behaviour.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

In a significant initiative to further strengthen and enhance digital communication, the Information and Public Relations Department of the Government of Uttar Pradesh today launched its official YouTube channel, 'Suchna Pravah', at Lok Bhavan, Lucknow.The channel was inaugurated by Director, Information, Vishal Singh, and Additional Director, Information, Arvind Kumar Mishra. The launch was attended by Film Producer Abhay Kumar Srivastava, Film Production Manager Sandeep Pandey, along with other officers and staff members of the Information Department.'Suchna Pravah' is the official digital platform of the Uttar Pradesh Information and Public Relations Department. Through this platform, authentic, fact-based and timely information related to the State Government's public welfare schemes, development projects, key decisions, achievements, public interest programmes and various governance initiatives will be disseminated to citizens. The platform will also regularly feature documentaries, special reports, inspirational videos, government campaigns and coverage of important events produced by the department.On the occasion, Director, Information, Vishal Singh said that digital media has emerged as the most effective medium of mass communication in the present time. He stated that the 'Suchna Pravah' YouTube channel will serve as a strong bridge of communication between the government and the public. Through this platform, citizens will have access to reliable and authentic information on government schemes, policies and development works in a simple, accessible and engaging format.Additional Director, Information, Arvind Kumar Mishra said that the department is adopting modern technologies in line with changing times and establishing new dimensions in public communication. Through 'Suchna Pravah', the State's development journey, public welfare programmes and the achievements of the government will be communicated to a wider audience, enabling citizens to receive accurate and timely information about government schemes.The YouTube channel will serve as an effective platform for disseminating information on the achievements of the State Government and other matters of public interest. It will also play an important role in further strengthening communication between the government and the public.

PRCA APAC has announced the launch of the PRCA Thailand Conference and PRCA Thailand Awards 2026, expanding its efforts to support and celebrate the country's communications industry.The conference will bring together public relations and communications professionals to discuss the trends and challenges shaping the sector, with sessions focused on leadership, trust, technology, reputation management and the evolving role of communicators.The PRCA Thailand Awards 2026 will honour exceptional campaigns, teams and individuals demonstrating creativity, innovation and measurable impact across the communications landscape.