Pipeline360, Integrate's media business, has announced the hire of Joseph McCarthy as Senior Account Director for APAC, strengthening its presence in the region as it targets global growth. This strategic hire follows a year of significant momentum in APAC, with Pipeline360 doubling its regional revenue and expanding its market reach.Based in Singapore, McCarthy will play a pivotal role in delivering Demand-as-a-Service (DaaS) solutions, including Branded Demand and leading content services, to B2B marketers. He will be responsible for driving revenue and growing the company's customer base in APAC, which includes industry leaders such as Adobe, RedHat, and Splunk."What drew me to Pipeline360 is its commitment to helping marketers streamline operations, refine strategy, and prioritise real, measurable outcomes." - Joseph McCarthy, Senior Account Director, Pipeline360"APAC is a key growth market for Pipeline360, and our continued investment in the region reflects our commitment to meeting the evolving needs of B2B marketers globally," said Elizabeth D'Arcy-Potts, Commercial Managing Director of EMEA and Asia-Pacific at Pipeline360. "With a deep understanding of the APAC market, industry, and partner ecosystem, Joseph will be instrumental in driving customer engagement, expanding our market reach, and scaling our growth across the region."McCarthy brings a wealth of B2B marketing industry experience to Pipeline360, having most recently served as Sales Director for Enterprise Accounts at Madison Logic. His extensive background also includes key leadership roles as Account Director at TechTarget and Director of Sales at BrightTalk. At BrightTalk, McCarthy established a commercial presence in Asia Pacific as the first person on the ground; grew the Singapore, Hong Kong, and Australia markets; and led market expansion in the Association of Southeast Asian Nations (ASEAN: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, and Vietnam)."Having spent the past six years in Singapore, I've seen firsthand the unique challenges APAC marketers face - from navigating multiple time zones, languages and cultural norms to managing market maturity, technology adoption, and data compliance," said Joseph McCarthy. "What drew me to Pipeline360 is its commitment to addressing these pain points head-on by helping marketers streamline operations, refine strategy, and prioritise real, measurable outcomes."As part of its investment in the APAC region, Pipeline360 has commissioned in-depth market research on "The 2025 State of B2B Pipeline Growth," which will include an analysis of the APAC B2B marketing landscape. The company will sponsor and host a panel discussion to discuss its findings at the B2B Marketing Leaders Forum APAC 2025 in Sydney, Australia in May as well as the B2B Marketing Leaders Forum Asia 2025 in Singapore in October.

We. Communications revealed a comprehensive brand refresh designed to help businesses communicate through complexity in today’s ever-changing world.“The ability to communicate through uncertainty and shifting landscapes is a differentiator for companies looking to lead in complex times,” said Melissa Waggener Zorkin, global CEO of We. “Whether unveiling a new drug discovery or responding to a global crisis, organizations that can articulate their purpose, engage the right stakeholders and make sense of nuanced challenges will be the ones to thrive.”For more than 40 years, We. has worked at the intersection of technology and humanity, helping clients bridge the gap between what businesses create and how people experience those creations.As the agency has grown, its expertise has broadened across industries — from health to technology to consumer goods and services and beyond. Through it all, we’ve helped clients navigate change and connect with the audiences that matter most. This experience is the heart of the agency’s brand refresh.The New We. Communications — humanizing complexity to realize progressWe.’s refreshed brand is rooted in helping companies communicate through complexity by uncovering the most meaningful truths that connect with people. Whether it’s making AI relatable or green energy breakthroughs accessible, it’s about translating innovations in ways that unlock understanding, progress and impact.“We’ve learned that beneath even the most unruly or unpredictable situations, lies a human need. That could be for connection, credibility, joy or a sense of fulfillment. But it’s always there,” said Waggener Zorkin. “It’s by pushing to uncover and speak to those truths that we can shape how people think, feel and ultimately act.”Core components of the rebrand include:A refined name: Moving from “WE” to simply We. — a name that feels more human, unified and aligned with our founding values and belief that real strength comes from working together.A fresh, new logo: Featuring a circular expression, a timeless symbol of collaboration, community and limitless possibilities.A reimagined website: Showcasing solutions to today’s biggest communications challenges.An evolved Brands in Motion study: Delivering deeper insights into shifting business landscapes slated for release in the coming months.“Our new brand better reflects the agency we are today,” said Dawn Beauparlant, CEO of North America. “Pulling from our deep expertise navigating complexity and our willingness to run toward the hard stuff, challenge assumptions and dig deeper in a world where the answers aren’t always clear.”The refreshed brand will roll out globally, with some We. companies moving to the new branding later in 2025. “This refresh reinforces our commitment to turning big challenges into powerful opportunities for connection, impact and growth,” said Kass Sells, CEO of International. “It’s about ensuring our clients can confidently navigate change, tell their stories in meaningful ways, and drive real progress in the world.”

In a significant industry development, Impact Communications has entered into a strategic partnership with Immersive Communication, acquiring majority stakes in the innovative experiential and shopper marketing agency. This collaboration marks a pivotal moment in India's marketing landscape, combining Impact's legacy expertise with Immersive's dynamic approach to create a powerhouse in creative, technology-driven brand experiences.Founded by Arti Singh, a trailblazer in retail, shopper marketing, and brand activations, Immersive Communication has established itself as an innovative force connecting brands with consumers. Singh, who handled leadership roles at Dentsu, Madison, and other agencies, has guided the agency to success through agility and a deep understanding of consumer behavior, perfectly complementing Impact's established presence in the marketing and communications space.This partnership transcends a traditional business arrangement, focusing instead on mutual growth and enhanced capabilities. By joining forces, both companies will benefit from technological advancements, expanded creative talent, and strengthened operational bandwidth. Immersive Communication will now offer an expanded suite of services, leveraging Impact's cutting-edge technologies while maintaining its signature innovation and agility in experiential and shopper marketing solutions."This strategic partnership with Impact Communications marks a defining moment for Immersive," said Arti Singh, Founder & CEO of Immersive Communication. "This collaboration empowers us with the necessary scale, infrastructure, and innovation to reimagine how brands engage with consumers. With Impact's operational strength and our creative agility infused with our abilities, we are set to deliver unparalleled experiential solutions across the country."Sanjay Kaul, Chairman of Impact Group, also shared his perspective: "Partnering with Immersive Communication is a pivotal step toward creating a veritable ‘powerhouse’ that seamlessly blends creativity, technology, and execution scale. With Arti's leadership, we are confident that this collaboration will redefine the future of experiential marketing in India."As marketing landscapes continue to evolve, this strategic alliance is positioned to drive new benchmarks in engagement, creativity, and consumer experiences. By combining their respective strengths, Impact Communications and Immersive Communication are set to lead the charge in experiential marketing, delivering innovative solutions that resonate in today's dynamic marketplace while providing exceptional value to clients and consumers. 

In recent years, the push for gender diversity on corporate boards has gained significant momentum, especially in India. The presence of women in leadership positions is no longer seen as a mere checkbox but as a crucial driver of innovation, sustainability, and organizational success. With companies increasingly realizing the benefits of diversity, it’s clear that women in leadership roles are like the oxygen that sustains and nurtures a thriving organization.The Current Landscape of Women on Indian BoardsThe representation of women on corporate boards in India has seen a steady but gradual increase over the last decade. According to the Indian Board Diversity Report 2020 by the BoardEx, women now represent around 17% of board members in the top 500 listed companies in India. While this is an improvement from previous years, it still falls short of the global average, which hovers around 23% for female board representation.In response to the need for gender diversity, the Securities and Exchange Board of India (SEBI) made it mandatory for listed companies to have at least one-woman director on their boards in 2014. This mandate has helped improve the gender ratio, but many believe there is still a long way to go. According to the Diversity and Inclusion Benchmarking Report 2021 by Grant Thornton, about 30% of companies in India had women in key management positions in 2021, a sign that while progress is being made, a true transformation in leadership demographics is yet to be achieved.Women on Boards: Oxygen for Company CultureHaving women on the board is not just about meeting regulatory quotas or ticking a box. It’s about creating a culture of inclusion, empathy, and collaboration that reflects the diverse society in which businesses operate. When women take leadership positions, they bring different perspectives, diverse problem-solving approaches, and a unique way of thinking that helps balance and enhance decision-making processes.Research has shown that companies with more diverse boards tend to outperform their competitors. A study by McKinsey found that companies in the top quartile for gender diversity on their executive teams were 21% more likely to experience above-average profitability. The impact of having women on boards extends beyond just profitability – it permeates through the company culture, encouraging a more inclusive environment that is essential for long-term success. When women leaders advocate for equality, fairness, and opportunity, the ripple effect is seen across the organization, creating an environment where everyone feels valued and heard.Women bring an ability to juggle multiple perspectives and an innate sensitivity to social issues, both of which are key to building a strong organizational culture. Companies led by diverse boards are more likely to be adaptable, resilient, and innovative in the face of market disruptions. These companies tend to attract and retain top talent, as employees value workplaces that promote gender equity and foster a sense of belonging.Women on Boards: Impact on Brand Messaging and ReputationWomen in leadership roles also play a vital part in shaping a company’s brand messaging. Today’s consumers and stakeholders are increasingly drawn to companies that embody values such as diversity, equity, and inclusion. Having women in decision-making roles signals to the market that the company is progressive, socially responsible, and attuned to the needs of its diverse audience.When women lead, they bring a fresh, nuanced perspective to how a brand communicates with the world. They are often more attuned to the needs of female consumers, who represent a significant and growing portion of purchasing power. According to a report by Bain & Company, women are responsible for approximately 70-80% of consumer spending globally, making it essential for brands to communicate effectively with this influential demographic.A company with women in leadership positions is more likely to produce campaigns that resonate with female consumers, enhancing the brand's appeal, authenticity, and connection with its target audience. Additionally, women on boards are more likely to advocate for sustainable business practices, social responsibility initiatives, and initiatives that promote diversity both within the company and in its external communications.The presence of women in leadership roles on corporate boards is not just a matter of compliance – it is a strategic advantage that can propel companies toward growth, innovation, and long-term success. Women bring essential diversity of thought, compassion, and inclusivity to boardrooms, helping to shape company cultures that are positive, adaptable, and ready for the challenges of the future. They also enhance brand messaging, ensuring that companies connect meaningfully with their stakeholders.As the percentage of women in leadership positions continues to rise, we can expect to see more organizations embracing the power of diversity and realizing its profound impact on both their culture and their market performance. Women on boards are, quite simply, the oxygen that companies need to thrive.

Promodome Communications a fully integrated 360-degree advertising agency and strategic communication, is proud to announce yet another milestone in its decade-long partnership with the Bharatiya Janata Party (BJP). Successfully managing political campaigns across various states for over ten years, Promodome has once again demonstrated its expertise by executing a result-driven and impactful advertising campaign for the BJP in the Delhi Assembly Elections 2025.With a well-planned and strategic advertising approach, Promodome communications played a crucial role in amplifying BJP’s message, ensuring maximum reach, engagement, and impact. The campaign’s success was driven by several key factors:Strategic and Result-Driven Advertising Plan: Designed and executed a targeted and high-impact campaign to BJP’s vision for the Delhi Assembly Elections 2025.Effective Media Rate Negotiations: Ensured maximum visibility and reach while optimizing budgets through strategic media placements.Flawless Campaign Execution: A seamless and synchronized rollout across multiple platforms, reinforcing BJP’s outreach and engagement with voters.Dedicated Leadership and Expertise: Led by Promodome Group’s Media Head, Mr. J.C. Sarkar, and his highly committed team, the campaign was executed with precision and excellence.Round-the-Clock Commitment: Operating 24/7, the Promodome team worked in close coordination with BJP officials to ensure smooth execution till election day.On-Demand Creative Support: Delivering engaging, impactful, and dynamic content that resonated with the electorate and adapted to evolving campaign needs.Speaking on the campaign’s success, Sandiip Kapur, Founder & President of Promodome Group, , stated, “We are honored to continue our long-standing association with BJP and contribute to yet another successful election campaign. Our team's relentless efforts, strategic planning, and execution excellence have once again delivered results and we are grateful to the BJP for their continued support.”With this achievement, Promodome solidifies its position as a powerhouse in political advertising, further enhancing its legacy of delivering high-impact campaigns across the country.

Flovie Martins has joined Ujjivan Small Finance Bank as the Head of Corporate Communications. She announced her new role on LinkedIn, expressing excitement about the transition"It's been a week now... but a lot of positive change and newness entering life, as I embark on a journey as the Head of Corporate Communications at Ujjivan Small Finance Bank. Look forward to new learnings, within a new organisation, around new people, in a new city (Bengaluru)"Prior to this, Flovie served as Head of Corporate Communications and CSR at Sanofi. She has extensive experience in corporate communications, having worked with leading brands such as Marsh McLennan, Future Generali India Life Insurance, and Tata AIG General Insurance Company Limited.At Ujjivan Small Finance Bank, she is expected to spearhead strategic communication initiatives, strengthening the brand’s corporate reputation and stakeholder engagement.

The Energy Market Authority (EMA) of Singapore has chosen WE Communications (WE) as its communications agency of record. WE will spearhead a two-year campaign to raise public awareness and understanding of Singapore's energy transition, including the challenges of balancing affordability, security, and sustainability.Juliana Chow, EMA's Director of Corporate Communications, praised WE's integrated and creative approach, emphasizing their grasp of the complexities involved in energy transformation. Daryl Ho, Managing Director of WE Singapore, expressed enthusiasm for contributing to Singapore's sustainable energy vision.This partnership comes at a crucial time as Singapore strives to achieve net-zero emissions by 2050. WE will develop strategic communications programs and social media campaigns focused on Singapore's energy transition.

KBS Strategies (KBS) and Marlow Global announced a strategic partnership to enhance their joint offerings across the GCC and African markets. This collaboration brings together the expertise and resources of both firms to deliver innovative solutions tailored to address global challenges across key sectors, including economic expansion, infrastructure, energy, shipping, logistics, artificial intelligence, and aviation. KBS Strategies brings extensive expertise and insights into the UAE, GCC region, and African markets, while Marlow Global offers deep experience on the international stage. Together, the partnership is uniquely positioned to empower clients by providing comprehensive tailored strategies with innovative solutions that address critical challenges such as political interference, regulatory issues, and reputational challenges. With a strong focus on sustainability, the evolving energy landscape, and the political climate, this partnership will support both local and international stakeholders in driving sustainable growth in complex markets.Kawthar Bin Sulayem, Founder and CEO of KBS Strategies, stated: “At KBS Strategies, we are passionate about connecting global stakeholders with the GCC and African markets, ensuring they deliver genuine value to entities across both regions. Our dedication to the vision and goals of the Abu Dhabi and UAE Governments enables us to provide globally informed strategies tailored to the unique needs of local and federal government entities, private sector organizations, and international entities in the UAE. Partnering with Marlow Global marks a milestone for KBS as one of the first Emirati agencies to offer geopolitical communications as a dedicated service. Together, we aim to create lasting benefits for stakeholders across the GCC, Africa, Europe, and the United States, equipping them with the expertise to navigate complex global markets with precision and resilience.  She added: “In today's interconnected world, where economic stability is heavily influenced by international relations, expert geopolitical communication is essential. This partnership enhances our ability to keep stakeholders informed and empowered, fostering cooperation and sustainable development on a global scale. We are proud to continue contributing to the UAE's global standing by offering unparalleled expertise and strategic advisory services to our partners and clients.”Simon Wolfe, Managing Partner at Marlow Global, stated: “This partnership with KBS Strategies is an exciting development in our long-term commitment to the UAE, strengthening our offering for our clients in Abu Dhabi and globally. It will allow us to better align with the interests and perspectives of outward investment from the UAE to many of the markets in which we are concerned. Marlow Global exists to help protect politically exposed investments and to foster better economic and corporate diplomacy. Both of which build business resilience for our clients, and hopefully lead to lasting impacts both economically for our clients but also the countries in which they invest.”He added: “We see global growth predominantly coming from the global south, and the UAE is clearly becoming the leading hub through which trade is increasing and strategic investment outflows are the most significant. The UAE’s global diplomatic leadership role, its focus on future energy, technology and concern with international issues such as food security, infrastructure investment and development make it an obvious choice to build on our profound connection to the country.”KBS Strategies and Marlow Global are committed to delivering innovative approaches that empower clients to navigate geopolitical complexities with confidence. Together, the two entities will establish a foundation for long-term value creation, reinforcing Abu Dhabi’s reputation as a global hub for strategic partnerships and innovation while delivering transformative results across industries.(Image: Kawthar Bin Sulayem, Founder and CEO of KBS Strategies, and Simon Wolfe, Managing Partner at Marlow Global. Courtesy: KBS Strategies)

The 2024 WE USC Report, a collaborative study by WE Communications and USC Annenberg’s Center for Public Relations, highlights how AI is reshaping the communications industry. Surveying over 600 communications professionals, the report underscores a growing embrace of AI, shifting the narrative from initial fears to enthusiasm and tangible benefits.AI’s Role in Enhancing Workplace ValueThe study reveals a major shift in how communicators perceive AI. Not only are professionals increasingly integrating AI into their workflows, but they also report higher job satisfaction. According to the findings:• Communicators who frequently use AI are 93% more likely to feel valued in their work.• Two-thirds of professionals report frequent AI usage, with 95% holding a positive outlook on its impact.• 70% believe AI enhances the quality of their work, while 73% say it helps them work more efficiently.These findings suggest that AI is not just a tool for automation but a catalyst for professional fulfillment and increased efficiency.Fostering an AI-Forward Workplace CultureThe study highlights that AI adoption success depends on an organization’s culture. The strongest predictors of success include leadership encouragement, AI training, and integration into performance goals. Notably:• 50% of respondents have AI-related performance goals, linking AI usage to broader business objectives.• 77% of directors and above report autonomy in deciding how AI supports their work, compared to 67% of lower-level professionals.• 73% of communicators express a desire for more AI training opportunities.Encouraging AI exploration and investing in education can bridge knowledge gaps and maximize AI’s potential across teams.AI’s Expanding Role in CommunicationsThe report identifies content creation (54%), data analysis (40%), and background research (37%) as AI’s most common applications in communications. However, several high-value areas remain underutilized:• Media relations (24%)• Coverage reporting (20%)• Measuring PR impact (16%)By leveraging AI for media tracking, briefing preparation, and PR impact measurement, organizations can unlock new efficiencies and elevate strategic communications.Evolving AI Perceptions and ChallengesWhile initial fears of AI replacing jobs have subsided, expectations of AI eliminating tedious tasks have also diminished. The study found:• Communicators’ fears about AI have significantly decreased compared to last year.• Optimism about AI removing repetitive tasks has dropped by 50%.• Concerns about the financial costs of AI adoption have risen by 73%.Additionally, 45% of professionals cite "keeping up with AI advancements" as their top challenge. Although 76% report being more knowledgeable about AI than a year ago, 64% struggle to keep pace with the rapid technological evolution.Building an AI-Ready FutureTo harness AI’s full potential, organizations must:1. Build an AI-Ready Culture – Foster an environment where innovation and experimentation thrive.2. Develop AI Habits – Encourage professionals to integrate AI into daily tasks and workflows.3. Create an AI-Adoption Infrastructure – Collaborate with IT and legal teams to streamline AI integration and best practices.4. Expand AI Use Cases – Identify new ways AI can enhance communications beyond automation.As the industry continues to evolve, AI is set to play an even greater role in driving efficiency, creativity, and job satisfaction. The WE USC Report underscores the importance of proactive AI adoption, positioning communicators to stay ahead in a rapidly transforming landscape.

PR and communications agency Roarrr Media has announced a strategic collaboration with GNH India Pharmaceuticals, a company renowned for its commitment to trust, quality, and innovation in healthcare. As part of this partnership, Roarrr Media will spearhead GNH India’s social media strategy and brand communication, further cementing its expertise in the healthcare sector.With a strong track record of working with leading healthcare organizations such as Medtech Life, Suburban Diagnostics, Shri Venkatesh Eye Institute, and Natural Capsule Limited, Roarrr Media has consistently demonstrated its proficiency in healthcare communication. This collaboration will focus on expanding GNH India’s reach through engaging and impactful digital content that reflects the company’s values.Sonali Ramaiya, Founder of Roarrr Media, expressed her enthusiasm about the partnership:"We are thrilled to collaborate with GNH India, as their core values truly align with our vision. As GNH stands for ‘Good N Honest,’ we look forward to bringing this philosophy to life through their communication. This partnership strengthens our position as a specialized healthcare PR agency, and we are excited about the opportunities for growth in this sector."Piyush Gupta, Founder of GNH India Pharmaceuticals, also shared his optimism:"Our mission has always been to build trust in Indian healthcare and establish a strong global reputation for the country. Working with Roarrr Media—a team that shares our commitment to excellence—will help us ensure that our customers, stakeholders, patients, and vendors all experience growth, satisfaction, and progress. This collaboration will not only enhance GNH’s global presence but also contribute to showcasing India’s true potential on the world stage."As Roarrr Media continues to redefine healthcare PR and communications, this partnership is expected to set new industry benchmarks. By aligning with GNH India’s visionary and humanitarian approach, Roarrr Media aims to amplify trust, honesty, and innovation in every aspect of brand communication.

Value 360 Communications, one of India’s leading integrated communications firms, has successfully closed its pre-IPO investment round, securing interest from key investors, including Bollywood actor Huma Qureshi. As part of its transition towards becoming India’s first publicly listed PR firm, the company has restructured itself as a limited entity, reinforcing its commitment to governance, scalability, and long-term value creation.With this development, Value 360 Communications is set to file its Draft Red Herring Prospectus (DRHP) as it advances toward an SME IPO. This milestone comes at a time when India’s economy and corporate landscape are rapidly evolving, creating a growing demand for strategic communications expertise. Over the years, the firm has built a robust client portfolio, working with industry leaders such as Tata Motors, Pernod Ricard, POCO, Skoda, FedEx, Digi Yatra, Kia Motors, and Zupee, among others.The pre-IPO investment will enable the company to broaden its service capabilities, introduce technology-driven innovations, expand leadership strength, and extend its geographic footprint. In addition to organic expansion, Value 360 Communications is actively exploring inorganic growth opportunities, including strategic acquisitions, to accelerate its vision of becoming a future-ready communications powerhouse.A Five-Year Growth Vision: Scaling to 5XIndia's economy continues to present significant opportunities for communications-driven business transformation. As brands prioritize reputation management, audience engagement, and digital-first storytelling, the demand for integrated, data-led PR and marketing solutions is at an all-time high.In response to this market shift, Value 360 Communications aims to scale fivefold over the next five years, driven by a strategy that combines:• Enhanced capacity and capability building across core and emerging service areas• Investment in technology and automation to drive measurable outcomes in communications• Expansion into new markets and industry verticals• Strategic acquisitions to diversify service offerings and strengthen market leadershipKunal Kishore, Group CEO & Co-Founder, Value 360 Communications, commented: "As India's business environment matures, the role of public relations is evolving from a traditional function to a strategic business enabler. Our decision to go public aligns with our long-term vision to not just grow but to set new industry benchmarks in innovation, scalability, and impact. This pre-IPO investment brings us closer to that goal, equipping us with the resources to build a company that is five times our current scale over the next five years. Our focus is on creating a next-generation communications ecosystem that seamlessly integrates strategic advisory, digital intelligence, and technology-driven storytelling to redefine how brands engage with their audiences.”Driving Innovation & Market LeadershipFounded in 2009, Value 360 Communications has continuously evolved to meet the changing dynamics of media and brand engagement. Beyond traditional PR, the company has expanded into high-growth areas, including digital creative agency Popkorn and investment in influencer marketing platform ClanConnect, reinforcing its integrated marketing and communications ecosystem.As technology increasingly shapes brand reputation management and audience engagement, Value 360 Communications is investing in:• AI-driven media intelligence for data-backed PR strategies• Advanced analytics and automation tools for campaign measurement and impact• Integrated storytelling solutions that merge traditional PR with emerging digital formats• With its planned IPO, Value 360 Communications is positioning itself at the forefront of India’s fast-evolving communications industry, offering businesses a scalable, tech-enabled, and insight-driven approach to brand-building in one of the world’s most dynamic and high-growth markets.

Reputation House, one of the UAE's leading reputation management agencies, has reported strong performance and growth for the fiscal year 2024. The agency’s revenue has surged by 300%, reaching $4.1 million (~Dh15 million) this year, compared to $1.3 million (Dh4.8 million) in the previous year.The agency has demonstrated success in providing reputation management services across the Middle East and North Africa, the USA, and European markets. Most clients (approximately 70%) came from the corporate sector, followed by high-profile individuals and personal brands, which accounted for 20%. The remaining 10% comprised industries such as financial institutions, real estate, pharmaceuticals, and service agencies. In 2024, the agency also secured contracts with representatives from government organizations in five countries.In 2024, Reputation House became the most titled reputation agency in the UAE with 5 international business awards in eight prestigious categories, including the following:American Business Awards (Stevie® Award):• Gold Stevie® Award for the Best Use of Artificial Intelligence and Machine Learning through its Reputation House App• Silver Stevie® Award for the Innovation of the Year for Business Service IndustriesGlobee® Awards for American Business:• Gold Globee® Award for Customer Insights Achievement (Use of AI)World Business Outlook Awards:• Most Trusted Online Reputation Agency UAE 2024• Best One-stop Online Reputation Management Solutions Provider UAE 2024Africa Fintech Forum Awards:• The Most Innovative Customer Service Technology of the Year• Best Data Analytics PlatformGlobal Recognition Award 2024:• Award for remarkable achievements in the field of online reputation management."For Reputation House, 2024 was a year of transformation. Our standing as a leader in reputation management has been confirmed by our dedication to innovation and providing outstanding outcomes for our clients. We are committed to helping companies everywhere establish credibility and trust in the digital era as we enter new markets and cultivate strategic alliances," says Dima Raketa, CEO of Reputation House.Reputation House continues to push the boundaries of innovation and excellence in online reputation management, remaining steadfast in its commitment to empowering individuals, businesses, and governments to shape positive digital narratives and succeed in the digital age.Reputation House is well-known for its innovative use of AI and digital tools, making it a leading company on the online reputation market. The company specializes in providing businesses and individuals with solutions to protect, enhance, and manage their digital reputations. Its services include advanced organization reputation management, digital PR, SERM, and analytics, providing a comprehensive, one-stop solution for clients looking to maintain a strong online presence. With a proven track record of success, Reputation House has become a trusted partner for clients across a range of industries not only in the UAE but globally.

Chandan Sharma, General Manager- Digital Media, Adani Group In today’s era, C-Suite Executives – including CEO, CTO, COO, CFO, CMO and others – are often key faces of a company. Their actions, statements and personal image, especially within the digital and online realm, have the potential to make or break the organization’s reputation and growth prospects. As we navigate the depths of the hyper-connected digital era, digital reputation management – alternatively known as online reputation management (ORM) – has been playing a pivotal role in terms of keeping a tab on and enhancing the image/perception and conversations about companies and professionals on the web, through use of various new-age tools and strategies. Digital Reputation Management Becomes Imperative for the C-Suite “It takes many good deeds to build a good reputation, and only one bad one to lose it.” - Benjamin FranklinLast year, Infosys founder NR Narayana Murthy had sparked an intense online debate with his 70-hour workweek advocacy remark and now S.N Subhrahmanyan, CEO, L&T joined the wagon by his Sunday working comment. Post which the internet got flooded with content criticizing their views, and respective organization’s image subsequently took a hit. In another similar incident, the online spat (on X) between OLA CEO Bhavish Aggarwal and comedian Kunal Kamra led to fall of OLA Electric’s shares by over 9%.Research has also corroborated how negative reputation online can cause affect an organization adversely. Reputation management expert Andy Beal says: “Trying to improve your online reputation during a crisis is like trying to eat healthy food during a heart attack.” Evidently, when the image of a C-suite executive suffers negatively, it usually raises questions/concerns on the entire management and functioning of a company; and more often than not, affects the reputation of the company negatively – more so if the conversation and public perception is not dealt strategically.  LinkedIn or Google search is just a tip of the ice-berg. When it comes to digital reputation management for C-suite executives, there are multiple touchpoints ranging from Facebook, YouTube, Instagram, AI search tools like Perplexity to online niche communities like Quora, Reddit, and much more, all of which one must keep a check on. And this is why ‘Social Listening’ plays such a crucial role in ORM, as it helps today’s CXOs and organizations to not only keep track of public sentiments and views, but also to gather valuable insights about their brand, industry, competitors, et al.According to ORM industry pioneer Michael Fertik, in the future all CXO executives and leaders should have a reputation score. He goes on to say: “Reputation is becoming more valuable than money or power.” And while managing reputation in offline or physical-spaces is still a tricky terrain, the online ‘webverse’, on the other hand, gives us a lucrative opportunity to be in control of our own narrative and shape online reputation of key organizational executives just the way we want to. Therefore, investing strategically in managing digital reputation of the C-suite has become a necessity (and is no longer a matter of choice) for companies across all sizes and industries. The Hidden Costs of Not Doing ORM, and The Way ForwardIt is high time we shift our perspective from seeing ORM as an expense to an investment. In today’s era of AI, digital transformation and endless Internet ado, ‘digital footprint’ of a C-suite executive increases exponentially every time he/she goes online, and even when he/she doesn’t. One seemingly small, insignificant comment, a Tweet or a podcast interview can spark a controversy online and invoke negative public sentiment resulting in a company losing millions, or even worse implications. Which is why, one needs to prioritize the implementation of ORM on a continuous and pro-active basis, rather than taking a reactive approach, i.e. when crisis hits, which (almost) never works.When implemented in a strategic manner, ORM not just enhances image of C-suite executives, but can also help them synergize their online talks with the organization’s ethos and values, give critical market insights conducive to growth, and most importantly, help manage or better still, entirely avoid crisis situations and PR fiascos for both business leaders and organizations.

Leading global integrated communications agency Ruder Finn has announced the acquisition of Big Sky Communications, a San Jose-based customer marketing agency, which will supplement Ruder Finn's marketing expertise. This acquisition builds on Ruder Finn's 5-year momentum of industry-leading double-digit growth and expands the agency's B2B storytelling capabilities, enhancing its client offerings. The acquisition brings to Ruder Finn a team of over 40 customer marketing and advocacy experts, who specialize in building and managing customer marketing programs for clients including J.P. Morgan Payments, F5, Snowflake, and other industry leaders. Big Sky is led by Co-Managing Directors, Eddie Miller and Colleen Padnos, who will both report to Ruder Finn CEO, Kathy Bloomgarden."Today one of the most powerful ways to build trust and create a framework for brand loyalty is through customer storytelling," said Kathy Bloomgarden, CEO of Ruder Finn. "The Big Sky team enhances Ruder Finn's ability to craft authentic stories that resonate with customers. Big Sky will add to Ruder Finn their great expertise in capturing and bringing to life customer experiences that spotlight growth, problem solving and generate sales opportunities.""Buyers today form opinions about a brand by listening to what others say, so integrating real-world customer voices into marketing campaigns is more critical than ever," said Eddie Miller, Co-Managing Director of Big Sky Communications. "Ruder Finn's acquisition of Big Sky and embrace of Customer Marketing and Advocacy underscores the need for companies to connect with customers through more personal, relatable conversations and stories." "Our Customer Marketing and Advocacy expertise aligns well with Ruder Finn's focus on innovation and What's Next. Every company needs to better understand their customers, build communities, and find new ways to elevate their customers' voices," said Colleen Padnos, Co-Managing, Director, Big Sky Communications. "We're thrilled to be part of the Ruder Finn family of companies and look forward to offering a broader portfolio of global services to enable clients to tell more and stronger customer stories everywhere."

9Yards Communications, a fully integrated marketing and communications agency headquartered in Abu Dhabi, has announced the official opening of its new strategic and creative hub in the UK capital.The new office, located near London Bridge and the iconic Shard building, marks a significant milestone in 9Yards’ mission to bring its expertise to a global audience.Initially, the London office will serve as a cornerstone for 9Yards Communications’ efforts to enhance its strategic communications and creative offering within its existing portfolio, as well as offering support across its network of international agency partners to boost their own service offerings.By 2026, the expectation is that the London office will offer its full marcoms service offering for new clients in the UK and beyond.Hussam Almulhem, CEO of 9Yards Communications, said: “The launch of our London office is a momentous step in our journey – moving from our existing offering as a diverse team of international communications experts, to an agency that is offering that expertise on the international stage.“From the moment I founded 9Yards Communications, in 2017, it has always been my ambition to establish an office in what is roundly accepted to be the home of one of the most creative cities in the world for our industry. Ultimately, this expansion will enable us to connect with new clients, attract top-tier talent, and strengthen our ability to deliver impactful campaigns, on a global scale.”Situated in the heart of Southwark, London, the new hub is designed to inspire collaboration and creativity and become the new home to a team of experienced strategists, creatives, and client partners.Offering a comprehensive suite of services ranging from brand strategy, creative advertising, and digital innovation, 9Yards Communications – London will also stand ready to offer support to its networked agency partners, in service lines they do not currently offer.Deputy CEO of 9Yards Communications, Omar Sarieddine, added: “Establishing a presence in London underscores our commitment to growth and service excellence. London’s position as a global creative and business hub makes it an ideal location for our first international office outside the Middle East region. This expansion clearly represents our dedication to providing world-class solutions that meet the evolving needs of our clients and partners.”According to 9Yards’ management, the London office is part of a broader, long-term strategy to position 9Yards on the international stage across a number of key international markets, as the agency aims to replicate its success in the Middle East by combining both cultural intelligence with innovative marketing strategies.(Image: Founder & CEO, Hussam Almulhem (Centre), Deputy CEO, Omar Sarieddine (Centre-Right), General Manager - Abu Dhabi, Karim Fattal (Centre-Left), with team members from both 9Yards’ London and Abu Dhabi offices.)

In an exclusive interaction with Adgully, Atul Sharma, CEO, Ruder Finn India and Head of Middle East, shares his growth outlook for 2025, the evolving landscape of the PR industry, and the challenges and opportunities that lie ahead.Emphasising the dynamic nature of the PR industry and the increasing need for PR firms to evolve in order to stay relevant, Sharma renarked, “Growth doesn’t come simply from following trends, it comes from truly understanding what our clients need today and where they are aiming to go in the future.” He stressed that the key to success lies in blending creativity with technology. “A great story alone isn’t sufficient anymore; it has to be backed by data, insights, and the flexibility to adapt quickly,” he asserted.Sharma also pointed out that there has been an increasing demand in areas traditionally handled in-house by clients, such as internal communications, crisis preparedness, and response planning. “In the B2B space, brands are coming to us for assistance in building their brand identity and creating brand positioning manuals. They recognise that PR firms are uniquely equipped to craft these narratives, particularly through earned media,” he observed.With India’s economy growing at an impressive rate, Sharma sees immense potential in areas such as financial communications, investor relations, and IPO communications. “India is poised to become a high middle-income economy, and with that, we anticipate a surge in the need for expert storytelling to appeal to global investors and stakeholders,” he said. “As many domestic companies and Indian arms of MNCs prepare to go public, we see a significant rise in demand for financial communications.”Sharma also highlighted the role of artificial intelligence (AI) in reshaping the PR industry. “AI isn’t just a buzzword, it is fundamentally altering the way we work and deliver value. At Ruder Finn, we’ve made substantial investments in AI to streamline processes, improve efficiency, and redefine pricing models to meet future demands,” he revealed.Furthermore, Sharma shared that the agency is actively helping clients adapt to the AI-driven landscape, citing insights from a Ruder Finn and Ragan survey on internal communications. “The way forward is clear – AI will drive not only operational efficiencies, but also enhance the way we communicate with our audiences,” he added.Looking ahead at 2025, Sharma believes that the year will require a careful balance of optimism and caution. “Geopolitical uncertainties and rising costs may cause businesses to be more cautious, but the growing recognition of PR as a business enabler opens up exciting possibilities,” he remarked. “For those willing to innovate and adapt, the opportunities in 2025 are vast. We’re entering a new phase of transformation, and those who embrace it will thrive.”In conclusion, Sharma highlighted that while challenges lie ahead, the future of the PR industry remains full of promise for those prepared to evolve, harness the power of technology, and continuously innovate. “The PR sector’s role is only going to grow in importance, and for those who remain agile, the potential to succeed has never been greater,” he concluded.

In an exclusive interaction with Adgully, Valerie Pinto, CEO, Weber Shandwick India, shares her insights on the trends and innovations expected to dominate the PR landscape in 2025. She also discusses Weber Shandwick India’s roadmap for the year, as well as the challenges and opportunities anticipated in the upcoming year.Looking ahead to 2025, Pinto says that the PR industry is in for some big changes. According to her, “Technology, especially AI, will make things like media monitoring and content creation much easier, which will help campaigns run more smoothly. But what really matters will still be authenticity—brands will need to tell real, meaningful stories to earn trust. People are going to want more interactive and engaging content, and we’ll likely see more brands working with micro-influencers to make those genuine connections.”Continuing further, Pinto says, “Real-time insights will be critical, especially in a crisis, and issues like diversity, sustainability, and privacy will continue to be top priorities. With new platforms like podcasts gaining traction, brands will need to rethink how they handle data with stricter privacy rules in place. PR professionals will have to stay adaptable, keep learning, and be ready to take on new roles in this fast-changing world.”Pinto is looking forward to the work that her agency does – campaigns that blend creativity and innovation, spark conversations, and make a difference. “It’s also exciting to see how we can continue scaling our purpose-driven work, where we partner with clients to create meaningful impact. And, on a personal note, I can’t wait to see how our teams rise to new challenges, bringing fresh ideas and bold thinking to the table,” she adds.While Pinto says that challenges are inevitable, she believes that they often lead to the best opportunities. “Talent retention in a dynamic industry like ours will always be a focus, and it’s a chance to create a work environment that inspires and empowers,” she adds.On the opportunity front, Pinto says that the potential of regional markets in India excites her, as “there’s so much depth and diversity waiting to be explored”.

APRW Pte Ltd (APRW), a leading integrated communications agency in Singapore, begins 2025 by celebrating notable milestones across innovation, arts, culture, and community engagement. With a diversified client portfolio spanning multiple industries, APRW continues its mission of delivering impactful campaigns while supporting local talent and meaningful causes.Empowering Innovation and EntrepreneurshipAPRW has been re-appointed for the third consecutive time as the communications partner for the 12th Lee Kuan Yew Global Business Plan Competition (LKYGBPC), organized by the SMU Institute of Innovation and Entrepreneurship (IIE). Recognized as one of Asia’s largest university-led startup competitions, LKYGBPC empowers youth to create deep-tech solutions addressing critical global challenges.“We’re honored to partner with SMU IIE once again for this flagship event,” said Anu Gupta, Director of APRW. “It’s inspiring to witness the competition’s growth into a globally recognized platform for startups, and we are grateful for our clients’ trust in building their brand presence.”Promoting Singapore’s Creative ArtsAPRW has been appointed the official publicity partner for Baby Hero, a Singapore-Thailand co-produced action-comedy film by Hong Pictures and Hollywood Thailand. Scheduled for a 23 January 2025 release, the film features a talented cast including Singaporean actors Hayley Woo and Ya Hui alongside Thai stars. Baby Hero underscores the cultural exchange and creative collaboration between the two nations.In 2024, APRW also continued its support for Mikkel Myer Lee, a 12-year-old piano prodigy who began his ambitious journey to perform all 32 Beethoven sonatas publicly. Mikkel’s December 2024 concert marked the first of his European performances, further cementing his global recognition as a virtuoso talent.Celebrating Culinary HeritageAPRW proudly represents Hakka Yu, Singapore’s first overseas Hakka restaurant chain, which opened at Changi Airport on 28 December 2024. By introducing authentic Hakka cuisine, the restaurant celebrates the richness of Hakka culture. In collaboration with the Char Yong (Dabu) Association, APRW highlights the connection between food, heritage, and cultural appreciation.Promoting Singapore’s Creative ArtsAPRW has been appointed the official publicity partner for Baby Hero, a Singapore-Thailand co-produced action-comedy film by Hong Pictures and Hollywood Thailand. Scheduled for a 23 January 2025 release, the film features a talented cast including Singaporean actors Hayley Woo and Ya Hui alongside Thai stars. Baby Hero underscores the cultural exchange and creative collaboration between the two nations.In 2024, APRW also continued its support for Mikkel Myer Lee, a 12-year-old piano prodigy who began his ambitious journey to perform all 32 Beethoven sonatas publicly. Mikkel’s December 2024 concert marked the first of his European performances, further cementing his global recognition as a virtuoso talent.Celebrating Culinary HeritageAPRW proudly represents Hakka Yu, Singapore’s first overseas Hakka restaurant chain, which opened at Changi Airport on 28 December 2024. By introducing authentic Hakka cuisine, the restaurant celebrates the richness of Hakka culture. In collaboration with the Char Yong (Dabu) Association, APRW highlights the connection between food, heritage, and cultural appreciation.

IndiGo has announced the appointment of Rashmi Soni, formerly with PayU, as Vice President – Corporate Communications (Media & PR). She succeeds C. Leekha in the role.C. Leekha, who served as Vice President – Corporate Communications (Media & PR), has decided to move on from IndiGo to explore external opportunities. We extend our heartfelt gratitude to Leekha for her valuable contributions over the past six years, including during the challenging Covid period. We wish her continued success in her future endeavors.Pieter Elbers, CEO, IndiGo says, “I would like to express my appreciation for Leekha for her work, commitment and dedication on Corporate & Brand Communication past years contributing to the incredible journey of IndiGo.”Rashmi joins us from PayU. A Stanford certified project manager, Rashmi has over 28 years of experience working in Leadership roles with multinational technology brands like Adobe, Tata Teleservices, Ericsson, Hughes Software Systems (now Aricent). She has also worked with Vistara, where she worked as the Vice President & Head of Corporate Communication and was part of Vistara’s launch team.On joining IndiGo, Rashmi says, “My passion and interest in aviation drives me to be part of IndiGo, India’s leading and fastest growing airline. I am excited about this incredible opportunity and look forward to contributing to IndiGo’s remarkable growth journey.” Pieter Elbers, CEO, IndiGo adds, “I warmly welcome Rashmi to the IndiGo family. We look forward to leveraging her rich professional experience to help further take IndiGo into our ambitious next phase of becoming a global aviation player.”

Burson Group has been engaged by Gulf Hill & Knowlton to provide communications support for Riyadh Air, the new Saudi Arabian airline. This appointment follows the March 2023 announcement by Crown Prince Mohammed bin Salman of the airline's establishment. Riyadh Air, backed by the Public Investment Fund, aims to become a major player in the aviation industry, challenging the dominance of Emirates in the region.Operating from King Khalid International Airport near Riyadh, the airline will boast a modern fleet of Airbus A321s and Boeing 787-9 Dreamliners. Led by former Etihad Airways CEO Tony Douglas, Riyadh Air plans to launch its inaugural commercial flight this year and establish a network of 100 destinations by 2030.To enhance its global reach, Riyadh Air has signed a codeshare agreement with Delta Air Lines and aligned its customer service and frequent-flier programs with the US carrier.Burson Group's US-based team, led by Marvin Singleton, will provide strategic communications counsel to Riyadh Air.5 Catherine Masri and Briana Herrington will also contribute to the project.

Burson, the global communications leader purpose-built to create value for clients through reputation, today published a global report on Gen Z adults’ attitudes toward health, revealing a misunderstood generation eager to take charge of their healthcare.The report, “GenZ: Calling for Healthcare Connection and Change,” is based on a global survey of 5,000 Gen Z adults (aged 18-27) across 10 countries and represents the largest global study of its kind by a communications company. The findings were complemented with data found using Decipher Health, Burson’s new cognitive artificial intelligence (AI) platform designed to assess believability and virality to optimize communications impact and stakeholder engagement across patient, advocate, healthcare provider, health decision makers and analyst communities. There has been considerable discussion about Gen Z and their preoccupation with mental health. However, the Burson survey identified that emerging from the pandemic, this generation is equally concerned with physical (56%) and mental health (57%) and are prioritizing both mental (59%) and physical (59%) health. “Gen Z isn't the future of healthcare — they're the present, so now is the time to create a meaningful dialogue that can empower them as newly independent health consumers,” said Brenna Terry, Global Healthcare Client Leader, Burson. “Our research confirms that there is a considerable opportunity for healthcare companies and communicators to connect with this digitally native, values-driven generation. With our new insights about Gen Z’s needs and interest in action, we can build trust, drive collaboration and shape a more satisfying healthcare experience for them.” Additional findings reveal several global trends in Gen Z’s healthcare experience: • Gen Z is taking control of their healthcare despite a frustrating system. They're proactive and hungry for information. In fact, 67% of Gen Z report feeling positively about taking charge of their health but say they face barriers like cost, communication gaps and misinformation. Forty-six percent (46%) of Gen Z say they find it challenging to get enough time and attention from healthcare providers. • Gen Z values connection and in-person care. Despite being known as the digitally native generation, Gen Z is skeptical of online health information and even tele-health appointments. Eight-in-10 of Gen Z say they’ve encountered false or misleading health information online and more than 60% say prioritizing in-person visits over virtual ones is important to feeling respected by healthcare providers. • Gen Z acknowledges a role for healthcare companies in their wellness journey. They’re ready and eager to listen to trusted sources of information with proactive and educational communications. Fifty-five percent (55%) of Gen Z say that they believe pharmaceutical companies may be able to meet these needs. “As a member of Gen Z, the findings of this report resonated with my experience that my generation not only deserves but wants a seat at the healthcare industry’s table,” said Hayley Scandura, Account Executive, Health & Wellness, Burson, a Gen Z member and report leader. “Despite commonly held misconceptions that my generation is disengaged from their health experience, I know more time, attention and communication from both healthcare providers and companies may help alleviate the frustrations of my generation and set us up for better health earlier in our lives.” Decipher Health: A Role in Audience Understanding and Communication In addition to the global survey, the report includes believability findings from Decipher Health that analyzed a select set of the survey’s findings a^ecting Gen Z audiences. Our AI solution forecasted very high believability scores relative to the survey. For example, the traditional survey found that misinformation is pervasive in Gen Z spaces online, particularly on social media. This had a 92% believability score on Decipher Health, indicating that the simulated Gen Z population agreed with this fact or found it believable. When extended to Millennials and Gen X, Decipher Health revealed equally high scores (91% and 89% respectively), demonstrating that Gen Z has similar concerns to audiences that are regularly addressed by the healthcare industry. “With Decipher Health, we were able to complement our traditional research methods to provide additional confidence about our Gen Z insights,” said Vicky Lewko, Global Head, Digital Health, Burson. “This new capability gives us a way to e^iciently design communications that resonate with Gen Z audiences and beyond – taking the guesswork out of content and conducting always-on testing that allows us to go to market faster than ever before.” Decipher Health, a solution created in partnership with AI company Limbik, is an o^er through PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI. The complete report, including the full methodology and in-depth analysis, is available 

The claim made many years ago holds more relevance today than ever before. The current state of information sharing has evolved into a true, meaningful connection with the other side. This change has fundamentally shifted corporate communication from merely information dissemination to the building of meaningful relationships. What does this mean for corporate communicators? It means that the stories they create, the channels they choose, and the messages they express must be aligned to build real connections. The methods through which organisations communicate have evolved beyond their traditional role as a function as they now represent a strategic foundation that informs perceptions, builds trust, and encourages engagement. What makes this change so crucial is the fact that the process of communication is no longer a one-way declaration. It has been transformed into a fluid discussion constantly fueled by changing media tools, consumers' expectations, and the evergreen need for authenticity. In times of uncertainty, these stories serve as vital guiding forces, leading both organizations and their people toward progress. The Essentials of Current Corporate CommunicationAuthenticity and Purpose: Today's audiences demand transparency. They do not want to simply know what a company offers but what makes it exist. With purpose-driven narratives in high gear, companies are really highlighting their sustainability efforts or diversity initiatives and social responsibilities. Visual and Interactive Content: The increasing number of applications such as Instagram, TikTok, and LinkedIn has led to an era where imagery is more important than words. Short videos, infographics, and effective narrative techniques allow for communication that is concise yet impactful. Personalisation: The mass communication approach is being reversed. Organizations are investing in technologies that allow them to tailor their content to different groups of audiences so that the communications made to them are personal and relevant.Breaking Down the TransformationNew-age media has transformed the way stories are told. Social media is not just a means to visibility but rather a tool for reputation management, engagement, and even crisis response. For instance, companies apply real-time interactions to deal with issues, show accountability, and enhance their public image. Such immediacy on these platforms allows organizations to communicate genuinely, showing both strengths and the willingness to change. Data and information are not decision drivers; emotions are.  When telling stories that touch the values and experiences shared, it is easier to form more meaningful relationships. It's not the consumer-facing brands alone. Even B2B organizations realize that storytelling will help make their complex offerings easier to understand. In this context, an engineering firm might use animated explainer videos to describe problem-solving journeys and make things understandable to non-technical stakeholders. Redefining Corporate Communication for 2025As we move forward into the year 2025, the pace at which communication is transformed will only accelerate. Technology will increasingly drive this shift forward, with artificial intelligence driving highly personalized messaging and augmented reality providing immersive narratives. However, the essence of good communication—trust and authenticity—will remain timeless. Those who can find an equilibrium between harnessing technology and staying true to their core will be those who lead in this space.  In today’s corporate landscape, storytelling has become more than a tool—it's a cornerstone of authentic and impactful communication. The shift from merely informing to fostering meaningful connections represents a profound change in how organizations engage with their stakeholders. This evolution reflects a deeper understanding of the universal human need for trust, shared purpose, and genuine relationships. It can easily be seen that the looming test is that of more than just telling stories but also living them. Authenticity can neither be manufactured, nor forceful engagement induced. Companies that embrace this will raise the bar for corporate storytelling as far as their accomplishments are concerned and the trust and loyalty of the stakeholders they strive to serve. In a world where communication is both art and responsibility, the question that businesses must ask is simple yet profound: Are we just informing, or are we really connecting?

Initial fears among communication professionals about the AI technology have largely dissipated, replaced by an appreciation for its tangible benefits, according to a survey by WE Communications, in partnership with USC Annenberg’s Center for Public Relations. The survey underscores a remarkable evolution in attitudes toward AI. Notably, communicators who frequently use AI are 93% more likely to report feeling valued for their work.The ‘Energized by AI’ survey offers compelling insights into how AI is reshaping the communications landscape. The findings, based on a survey of over 600 communications professionals, reveal a significant shift in how individuals and organizations perceive and leverage AI, highlighting its potential to enhance work quality, efficiency, and employee satisfaction.Key findings include:Increased Usage: Two-thirds of respondents report using AI frequently, with 95% maintaining a positive outlook on its integration.Enhanced Productivity: 70% believe AI helps them produce better work, while 73% credit it with enabling faster output.These results signal the growing acceptance of AI as a tool for driving professional impact and workplace satisfaction.Fostering an AI-Forward CultureThe research emphasizes that success with AI isn’t solely about access to tools. It hinges on cultivating a workplace culture that encourages experimentation and autonomy:Training and Goals: Half of the respondents have AI-related performance objectives, aligning individual efforts with broader organizational priorities.Autonomy: 77% of directors and above report having the freedom to determine how AI supports their work, compared to 67% of those in junior roles.Leaders who provide training opportunities and foster an AI-friendly environment help bridge the gap, enabling teams to unlock AI’s full potential.Untapped Potential in AI ApplicationsWhile content creation (54%), data analysis (40%), and research (37%) are among the most common AI use cases, opportunities remain in areas such as:Media relations (24%)Coverage reporting (20%)Measuring PR impact (16%)Expanding AI adoption in these areas could alleviate routine tasks, allowing professionals to focus on strategic and creative endeavors.Challenges and Opportunities AheadDespite its promise, keeping pace with AI’s rapid advancements remains a challenge. Nearly half (45%) of respondents cite staying current with new tools and developments as their biggest hurdle.However, optimism persists:76% of professionals feel more knowledgeable about AI than they did a year ago.64% acknowledge the difficulty of navigating the constant influx of updates and regulatory changes.Charting the Future of AI in CommunicationsTo harness AI’s transformative potential, WE Communications recommends three strategic actions:Build an AI-Ready Culture: Foster an environment that encourages innovation and experimentation.Develop AI Habits: Integrate AI into daily workflows through small, consistent practices.Create an AI-Adoption Infrastructure: Collaborate across departments, such as IT and legal, to establish robust processes and ongoing training initiatives.As AI continues to redefine the communications industry, organizations that prioritize education, experimentation, and cultural alignment stand to gain the most. By embracing AI’s capabilities, communicators can achieve unprecedented levels of creativity, efficiency, and impact.

Astrum today announced the departure of Shefali Khanna, Co-founder and CMO of the firm. Over 15 years, Shefali steered marketing and online reputation management initiatives that furthered Astrum’s distinctive niche in the industry. Her focus on digital innovation fostered high-performing teams that consistently elevated brand outcomes.Announcing the departure, Ashwani Singla, Founding Managing Partner of Astrum said, “Shefali‘s contribution over the last decade and a half across 2 organisations has been invaluable. We will deeply cherish the time we’ve spent together and wish her the very best for the next leg of her professional journey.”Khanna was part of Astrum's Executive Leadership Team, having been with the company since its inception. She is a graduate of the Symbiosis Institute of Management Studies (SIMS) and Columbia Business School, where she specialized in digital marketing.About Astrum: Astrum is India’s first specialist reputation management advisory that uses the Science of Persuasion ™ to understand and shape public opinion ethically. Founded by Ashwani Singla, in 2015 as the next progression for public relations with the proven belief that “deep insights are the fountainhead of breakthrough thinking and data-supported decisions will always have a greater probability of success. Astrum is leading the way in rooting creativity in science to offer ‘research-based multidisciplinary strategic communication solutions to sustain and protect reputation & license to operate.

As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.Adgully’s annual feature – REWIND – revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.In this Rewind 2024 article, Atul Sharma, CEO, Ruder Finn India and Head of Middle East, shares his insights into the defining trends and developments that shaped the PR industry this year. He also highlights the global challenges faced by the industry and reflects on how the year unfolded for the public relations industry.Additionally, Sharma sheds light on Ruder Finn’s performance during 2024, emphasising the key achievements and milestones that marked the company’s journey throughout the year.Overview of the PR industry in 2024This year has been full of challenges with wars across the Middle East and Russia, and on the other hand, elections across major democracies like India and the US added uncertainty for businesses everywhere. As a result, many companies scaled back their marketing budgets or paused PR programs. For the PR industry, which has usually seen strong double-digit growth, this year was definitely slow.With this uncertainty, communications and marketing teams are now under pressure to show how their efforts help achieve real business results. Clients are asking, “How is this campaign helping us grow?”What’s changed is that PR is no longer just about creating good stories – it’s about helping businesses achieve their goals. This shift has made our role even more critical. We’re not just business enablers anymore; we’re directly helping brands deliver results – whether that’s in sales, marketing, reputation or overall growth.This focus on measurable outcomes is especially strong in start-ups, tech forward companies and consumer brands. They’re looking for PR campaigns that don’t just grab attention, but also contribute to their business goals.Key Trends and DevelopmentsThis year, the rise of AI and its integration into communications has been the most talked-about trend. Tools like generative AI are being adopted not just for efficiency, but also for creativity – whether it’s crafting compelling narratives or analyzing consumer sentiment at scale. At the same time, the industry has been navigating concerns around data privacy, misinformation, and bias in AI systems, especially in markets like India where cultural diversity adds layers of complexity.On the client side, there’s been a significant demand for services like crisis management, internal communications, and thought leadership. Startups and B2B companies, in particular, have leaned heavily on public relations to build credibility and attract investors.Ruder Finn’s growth story in 20242024 has been a year of milestones for Ruder Finn. Despite the challenges in the global business environment, we’ve focused on building deeper partnerships with our clients and expanding our offerings, delivering on profitability and growth. We’ve seen strong growth in demand for specialized services like crisis preparedness, brand positioning manuals and internal communications. This year, we’ve collaborated with some of the most exciting brands and startups in the consumer, technology and auto space, helping them craft narratives that drive business results.Being a tech-first firm, we have always been focused on what’s next. This year with the launch of rf.aio, our AI-driven communications platform, RF will enable its clients to look at search optimization within the large language models domain. We are certain that it will help to enhance efficiency, provide sharper insights, and deliver real business impact for our clients in the medium to long term.On the talent front, our efforts to create a collaborative and non-hierarchical culture have paid off, building a stronger, more dynamic workforce. In an industry where talent is the real differentiator, we’ve placed people at the center of everything we do. We focussed on looking beyond the traditional talent pools. It’s not just about hiring from marketing-related industries anymore; we’re exploring unconventional spaces to bring in fresh perspectives. This year, we also saw the return of some former team members – our “boomerang employees,” as we like to call them – which makes us proud of the culture we have built too.

Authored by Vandana Sandhir, Chief Client Strategy Officer, Burson IndiaSimply put, advocacy aims to influence decision-makers, policymakers and regulators to shape public perceptions on important issues. While its modern origin traces back to 1966 in the U.S. and Canada, here at home it has a deep-rooted history dating back to the colonial period. Whether it was Florence Nightingale who used advocacy to uplift modern nursing in the 1850s or an FMCG brand practicing it today to promote its sustainability goals or a not-for-profit leveraging it to raise awareness around menstrual hygiene, advocacy has certainly come a long way, but the essence of shaping public perceptions remains at the core. Interestingly and inevitably, digital advocacy is the most recent dimension to this practice. Advocacy amplifiedCOVID-19 radically changed our dependence on technology, given its power and reach. Using online platforms to voice views has its strengths, including fostering a sense of community and creating allies, thus building thought leadership over time. The highly interactive space comes with greater engagement and influence while democratising participation. Digital advocacy mobilises masses around a cause and significantly amplifies a campaign’s reach. This means you can address issues and crises in real-time, leverage social media to disseminate information and gather support faster than we could ever imagine. Think about a new policy rolling out in the morning, and within a few hours, online platforms are typically buzzing with policy experts and industry leaders sharing their opinions and analyses. Soon after, the related online communities also start debating how the announcement impacts them and news outlets publish articles and informative pieces that spread awareness. Catching the right attention for impact is key  Digital advocacy could take several forms including, but not limited to, viral campaigns, petition campaigns, social media hashtags, signature campaigns and public policy campaigns to raise awareness about important issues and drive public participation. However, amidst various stakeholders, their differing viewpoints and conflicting interests and the ability of the digital space to provide multiple points of view, the public is flooded with many opinions. This makes advocacy challenging and can even dilute the impact of a campaign. Here is a four-step guide on how to conceptualise and implement your digital advocacy strategy powerfully and successfully:First things first, identify your stakeholders Stakeholders could be like-minded groups, organisations, normative bodies or consortiums. They may be affected by the issue directly or have a strong interest in the cause or want to leave a strong impact through their opinions on different constituencies. The first step in executing an effective digital advocacy campaign is to build an understanding of the stakeholders - research existing points of view and analyse their impact on your campaign. From the vast spectrum of stakeholders, it’s important to categorise them using different metrics like their position, influence and interest. This helps us in identifying allies, supporters and influencers along with determining their engagement in the campaign. Let’s say, for upcoming state elections, the focus is on the youth, especially first-time voters. Here, getting the attention of the age group of 18-25 becomes important in addition to the relevant groups around this age group - school administrations, parents, community organisations, political parties, not-for-profit organisations and more. By identifying their level of influence, interest and position, a campaign can be tailored for maximum impact. Understanding audience behaviour – meeting of the hearts and mindsOnce stakeholder mapping is done, a close study of their behavior comes next – their beliefs, motivations and their drivers for change. This is an important step to ensure that the audience is able to relate to the experts identified as the faces and voices of your campaign – there is a meeting of minds and hearts. Adequate checks using research and AI tools provide a better picture of what the experts have said and stood for in the past. For example, when the EV revolution was gaining momentum in the country, there was a lot of apprehension. However, initiatives by the government to support EVs, which were further endorsed by experts, helped to alleviate these misgivings. Consistent communication about their potential financial and environmental benefits helped spread awareness among the masses. Today, India has a strong EV market where prominent companies and startups have a major role to play in fueling its growth. Developing a narrative that moves people  Once a deep understanding of the ‘know-think-feel’ of the audience has been established, it’s important to create a message that broadly appeals to all stakeholder audiences. The narrative focus must capture the stakeholders’ interest while staying true to the agreed point of view. With this established, the next step is to deliver the key messages in an engaging and persuasive manner. Identifying the appropriate digital channels Once stakeholders and their interests have been mapped, messaging is ready and strategy is in place, it’s time to choose the right digital channels for dissemination. Popular channels for digital advocacy include X and LinkedIn as well as experts speaking on blog posts, podcasts, panel discussions, events, fireside chats and more. Choosing the right mix of tools and tactics depends on the cause being advocated for, the target audience, campaign goals and the desired outcome.Digital coupled with traditional: Win-win combination Digital channels have successfully created a level playing field, providing equal opportunity for everyone to share their opinions and actively engage in conversations. They also serve as a catalyst to kickstart conversations and bring light to issues that need to be addressed and to facilitate change. However, they certainly cannot replace conventional advocacy – they complement the more traditional advocacy efforts. To sum upAdvocacy is one of the most powerful ways to bring about macro-level changes. The digital age has truly bolstered the traditional approach to advocacy and democratised it. Today, each click, share or comment has the potential to catalyse change. Opinions and public perceptions are shaped and influenced at lightning speed, and engagement between advocates and stakeholders happens in real-time. Digital has no doubt been truly transformative for advocacy. However, to achieve effective outcomes, a balanced approach is required, making sure that our audience is always at the heart of what we do and advocate to drive meaningful change. 

Branding Edge Strategic Communication is in talks to acquire a stake in a lifestyle and influencer-focused agency. The strategic move is intended to boost the reputation management arm of Branding Edge as well as broaden its expertise in fast-growing communication segments.The lifestyle and influencer segments have become one of the most interactive channels via which brands will reach audiences as dear and proper as possible. Its impact is increasingly felt by trends in fashion, wellness, entertainment, and digital storytelling affecting consumer choices. The lifestyle and influencer segment offers grand opportunities to tell potentially interesting stories. Leverage the influencer-driven strategy, implement an Audience-First approach, and embed solutions that have innovative, data-supported backing into its core services so that clients would eventually have the ability to build better strategies for developing deeper emotional connections with their target audiences.Meanwhile, this inorganic growth will complement the in-house financial services division Branding Edge is also growing to develop its pre-IPO services. The new offerings will get brands into a place where they would start developing a differentiating space and create stakeholder confidence ahead of public listing events.Rahul Tekwani, Founder and Managing Partner, said: "Our aim has always been to deliver innovative and impactful solutions to our clients, ensuring their success across every phase of their growth. We are looking to build an edge lifestyle and influencer space. We feel that there are still some gaps in the industry which we have been observing from the last couple of quarters, and we want to fill those gaps finding synergy with people who already understand the segment well instead of creating one of our own.He further added: “We have been able to achieve some tremendous results for our corporate clients and have added our own flavour to reputation management. We will be expanding our financial services and pre-IPO capabilities more aggressively, we have achieved some major results in working for clients like DOMS who got major capital market response and we are currently marketing large corporates who will soon be filing their IPO papers. We are enhancing our ability to meet the evolving needs of brands who want to go public on the mainboard rather than the SME segment."This expansion underscores Branding Edge’s vision to remain at the forefront of the evolving communication landscape.

Adgcraft, One of the most trusted PR agencies in India announces the onboarding of Hassan Faridi as Account Director. With over a decade of extensive experience in Public Relations, Media Relations, Client Servicing, and Strategic Communication, Hassan’s addition to the team marks a significant milestone in Adgcraft’s journey of delivering excellence in PR and Communication.As Account Director at Adgcraft, Hassan Faridi will be responsible for leading key client accounts, devising strategic communication plans, and ensuring the seamless execution of PR campaigns. His role will involve mentoring and guiding team members and maintaining strong client relationships. By leveraging his extensive experience, Hassan will focus on enhancing client satisfaction, expanding the agency’s portfolio, and aligning communication strategies with business objectives to deliver measurable results.Abhinay Kumar Singh, Founder and Managing Director of Adgcraft, expressed his enthusiasm about Hassan’s appointment, stating, “We are delighted to welcome Hassan Faridi to the Adgcraft family. His extensive experience, strategic acumen, and passion for communication align perfectly with our vision to deliver exceptional results for our clients. Hassan’s leadership will undoubtedly strengthen our team and elevate our service offerings.”Speaking about his appointment, Hassan Faridi said, “Joining Adgcraft represents an exciting chapter in my professional journey. The agency’s commitment to delivering meaningful and impactful communication solutions resonates deeply with my own approach to public relations. I am eager to bring my experience to the table and collaborate with the talented team here to create strategies that not only address client needs but also push boundaries in how PR can drive value for businesses. My goal is to contribute to the agency’s continued growth by delivering consistent, high-quality results for our clients.”Hassan brings over 10 years of experience in managing high-impact PR campaigns, fostering client relationships, and driving strategic initiatives across diverse industries, including Corporate, Technology, Automobile, Finance, FMCG, Retail, CSR, Hospitality, Startups, Education, and Health. His in-depth knowledge of the PR industry, combined with his strong team management skills and strategic approach, will surely make him a valuable asset to the Adgcraft team.

Manu Kumar has announced his decision to step down from the role of Head of Marketing & Corporate Communications at Hero Electric Vehicles after more than seven years. Sharing his transition with Adgully, Kumar stated:"After an incredible 7+ years as Head of Marketing & Corporate Communications at Hero Electric Vehicles, I've decided to move on. It's been an amazing journey—a rollercoaster ride filled with learning, growth, and wonderful memories.Manu Kumar has announced his decision to step down from the role of Head of Marketing & Corporate Communications at Hero Electric Vehicles after more than seven years. Sharing his transition with Adgully, Kumar stated:"After an incredible 7+ years as Head of Marketing & Corporate Communications at Hero Electric Vehicles, I've decided to move on. It's been an amazing journey—a rollercoaster ride filled with learning, growth, and wonderful memories.I'm taking a short sabbatical to recharge, explore new opportunities, and focus on a few personal projects. In the meanwhile, I will continue to work with and mentor startups on go-to-market, brand, and corporate communication strategies. Additionally, I look forward to engaging with colleges and universities for guest lectures and other mentorship programs.Grateful for the support and camaraderie of my Hero Electric family and looking forward to this exciting new chapter!"Manu Kumar is an integrated marketing professional with over 25 years of experience spanning marketing communication, brand management, direct marketing, activation, public relations, e-commerce, and digital media.His extensive experience includes roles at organizations such as UTStarcom, Bharti Airtel Limited, Chevron, and McCann-Erickson Advertising Limited.

Havas Health Network has launched Havas Life Bangkok, expanding its healthcare communications expertise in Thailand and solidifying its presence in the Asia-Pacific region.Leading the agency is Apichaya Hiranphoonyaphreeda, appointed as Business Director. Havas Life Bangkok will focus on helping healthcare brands build stronger connections with patients and healthcare professionals by delivering innovative and integrated communication solutions.The expansion reflects Havas Health Network's commitment to advancing its healthcare communications capabilities across the region. With clients like GSK and Sanofi already on board, Havas Life Bangkok is poised to contribute significantly to their marketing campaigns.Charles Houdoux, CEO of APAC and LATAM at Havas Health Network, stated: "The increasing demand for innovative healthcare solutions necessitates optimized content performance across the entire customer journey. Our ability to anticipate and fulfill our clients' evolving needs requires continuous adaptation and collaboration. Southeast Asia presents a vital growth market, and expanding into Thailand, a market brimming with potential, empowers us to deliver transformative solutions that future-proof our clients' businesses."Jini Mathai, Regional Business Head of SEA at Havas Health Network, added: "Our expansion into Thailand reaffirms our dedication to providing the 'One Havas Experience.' This new addition strengthens our regional network of fully-owned agencies, underpinned by a robust governance model. This translates to a seamless and cohesive experience for our clients across the region, leveraging both global insights and local expertise to deliver impactful, culturally relevant solutions."Aga Giedroyc, CEO of Havas Thailand, said: "The addition of Havas Life Bangkok enhances our service offerings, enabling us to effectively address the unique needs of healthcare clients in Thailand. This milestone unlocks new avenues for us to deliver value-driven strategies and make a meaningful impact on the Thai healthcare landscape."Giedroyc further emphasized Apichaya Hiranphoonyaphreeda's qualifications, stating, "Apichaya's extensive experience in advertising and communications, combined with her medical background and successful track record in leading campaigns for global healthcare giants, instills confidence in her ability to guide Havas Life Bangkok towards growth and success."

Prasidha Menon has taken on a new role as the Regional Head of Communications, Brand, and Product, Asia Pacific at Airbnb. This follows her tenure of over two and a half years as the Regional Head of Communications for Airbnb in India and Southeast Asia (SEA).Sharing her excitement with Adgully, Prasidha said, "I am thrilled to share that after spending more than two and a half years as the Regional Head of Communications for Airbnb in India and SEA, I am taking on a new role as Regional Head of Communications, Brand, and Product, Asia Pacific at Airbnb. It’s an absolute honour and privilege to step into this regional leadership position at a time when Asia Pacific is uniquely positioned to drive Airbnb's growth and expansion globally, and I am excited to play an integral role in this journey."Prior to joining Airbnb, Prasidha served as the Director & Head of Brand, Marketing, and Communications at Optum and as the Vice President and Global Head of Communications in her previous roles.

On the occasion of International Day of Persons with Disabilities, Kaizzen hosted a remarkable art session led by two talented teenagers, Khushii Kohli and Yash Bangia, from the Arts and Souls Foundation. These young artists showcased not just their creative prowess but also the power of inclusion and empathy, proving that art transcends labels and challenges.The session, held at Kaizzen's office, went beyond teaching how to hold a brush—it was about breaking barriers and fostering connections. Khushii and Yash guided the Kaizzen team through an inspiring creative journey, transforming a blank canvas into a vibrant masterpiece with the help of palette knives, art combs, and paintbrushes. Now, that very artwork adorns the office walls, symbolizing creativity, collaboration, and shared humanity."This experience was a poignant reminder of our privileges and the importance of gratitude," said Vineet Handa, CEO of Kaizzen. "Witnessing our team connect with Khushii and Yash while creating something beautiful was truly magical. It was a day of colors, kindness, and lessons in humility."The event was graced by Radhika Shaporjee, adding to the celebratory atmosphere. The collaboration was organized in partnership with Arts and Souls Foundation, which uses art as a medium of expression for neurodivergent children. The young artists were accompanied by their mothers, whose unwavering support plays a pivotal role in nurturing their growth and spreading awareness about autism.Suvidha Ohri, Head of Marketing at Arts and Souls Foundation, shared her deeply personal journey: "When my son was diagnosed with autism, my initial reaction, shaped by the corporate mindset, was to 'cure' him. Over time, I realized he wasn't someone who needed fixing but rather understanding and support. Today, I am grateful for the perspective he has given me—he taught me to see life differently and to advocate for environments where children on the spectrum can thrive."This inspiring event underscores Kaizzen's commitment to celebrating abilities, diversity, and the human spirit. The artwork created during the session now stands as a vibrant reminder of what is possible when diverse talents come together, transcending labels to create something extraordinary.

Matrix Public Relations, a Dubai-based boutique agency, has once again solidified its position as a trailblazer in the GCC communications landscape by winning multiple accolades at the 2024 Middle East Public Relations Association (MEPRA) Awards.The agency walked away with one of the most sought-after awards - the prestigious Small Agency of the Year title, highlighting its expertise in crafting impactful strategies that help businesses and brands in the region build meaningful connections with their audiences.The agency team also scooped another three prestigious campaign-specific honors, further underscoring its creative capabilities and strategic expertise in impactful strategies that help businesses and brands in the region build meaningful connections with corporate, brand, and crisis communications.The MEPRA awards is a coveted platform that shines the spotlight on brilliant campaigning, the region’s best agencies, teams, and communication professionals. The annual event also honors strategic vision, exceptional client servicing, and the region’s best communication campaigns and PR practitioners. The 16th edition of the illustrious awards received over a staggering 770 entries competing for 53 categories and were judged by a distinguished panel of 130 industry leaders and veterans.Trophy HaulThis year’s awards celebrated the region’s best in public relations, and Matrix PR stood to be counted as a top contender. Among its highly celebrated campaigns was a crisis communications strategy for a leading tech brand that effectively safeguarded the tech leader's reputation during one of its most turbulent periods, helping the company achieve remarkable growth and success. The campaign clinched Gold in the Best Crisis Communications/Issues Management Strategy category.Matrix PR also demonstrated its versatility and storytelling finesse with "One Zurich Blue Sofa. Countless Dreams," a campaign for Zurich Middle East that earned a Silver in the Financial Services Campaign category. Meanwhile, its Century Financial PR Revolution campaign, which highlighted the critical role of financial literacy in empowering communities and driving societal progress, earned a Bronze for Best Corporate Reputation Campaign.Speaking at the sidelines of the black-tie gala held at Atlantis, The Palm, Dubai, last evening, Hilmarie Hutchison, CEO of Matrix PR, expressed her delight at the recognition, saying, “These momentous recognitions reflect the passion, creativity, and unmatched commitment our team brings to every client project. We’re proud to support regional businesses and brands with impactful communication strategies that deliver real results. Our mission has always been to create communication strategies that inspire, connect, and drive change.”Creating meaningful collaborationsMatrix PR’s achievements reinforce its reputation as a trusted and credible communications partner for businesses seeking to navigate the GCC’s dynamic markets. By blending creativity with robust strategies, the agency continues to empower brands to build lasting connections with their audiences while driving measurable success.“As the region’s business landscape continues to evolve, the importance of effective communication cannot be overstated. Our well-deserved success at the MEPRA Awards is a testament to the Matrix PR team’s ability to adapt to the shifting needs of our clients, helping them thrive and scale up amidst emerging challenges and opportunities,” noted Hutchison.From delivering crisis communication strategies that restore trust to crafting narratives that resonate with communities, Matrix PR’s award-winning campaigns showcased the transformative power of emotional public relations. With these latest accolades, Matrix PR cements its position as a beacon of excellence in the GCC’s public relations landscape, offering a blueprint for success to businesses seeking to make an indelible mark in the region.

The Middle East Public Relations Association (MEPRA) hosted its prestigious 16th annual awards, bringing together over 550 industry professionals at a glittering ceremony to celebrate the standout achievements in public relations and communications. This year’s awards featured 62 top agencies and professionals vying for titles across 53 categories, showcasing the best in creativity, strategy, and impact.With 770 entries evaluated by a distinguished panel of 130 industry veterans, the event highlighted campaigns and professionals that have redefined excellence in PR. Memac Ogilvy led the evening, securing 27 awards, followed by Gambit Communications with 22 and Weber Shandwick with 16.Key Highlights:• Chairman’s Award: Jamal Al Mawed, Founder & Managing Director of Gambit Communications.• In-House Team of the Year: Department of Culture and Tourism, Abu Dhabi.• Large Agency of the Year: Memac Ogilvy.• Medium Agency of the Year: Gambit Communications.• Small Agency of the Year: Matrix Public Relations.• Homegrown Agency of the Year: Gambit Communications (for the third time).Campaign Excellence:• Best Business-to-Business Campaign: Dubai Holding’s Gift It Forward Ramadan Campaign 2024.• Best Fashion and Technology Campaigns: TASAWAR-Taking the Runway by Snap Inc and Weber Shandwick MENAT.• Best Government Communications: Burson for I Care.• Best Crisis Communication: Matrix Public Relations.• Best Retail Campaign: Gambit Communications and City Centre Mirdif.Individual Accolades:• Best Communicator of the Year: Iman Isa, Burson.• Young Communicator of the Year: Rebecca Rego, Edelman.• Outstanding Student Campaign: Astha Kurup, Arvy Moga, and Jared Rallos from Murdoch University Dubai.Industry Insight:Kate Midttun, Chairperson of MEPRA, commended the winners, stating:"The Middle East’s PR industry continues to set global benchmarks, demonstrating resilience and creativity in navigating tighter budgets and deadlines. From embracing AI and technology to crafting compelling narratives, our trailblazers prove that innovation and adaptability remain at the heart of our success."PartnershipsWeber Shandwick collaborated as Diamond Partner for the third year, joined by Platinum Partners MSL Group Middle East, Action Global Communications, and Memac Ogilvy. Supporting partners included CARMA, Edelman, Mubadala, TECOM Group Dubai, and others.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Promodome Communications, a full-service advertising agency with nearly 20 years in the industry, has been selected to handle advertising, marketing, and digital efforts for the upcoming inaugural Kho Kho World Cup, scheduled for January 13-19, 2025.Promodome Communications will be responsible for executing a wide range of campaigns, including branding, digital and print advertising, to elevate the profile of the Kho Kho World Cup both in India and internationally. As part of the mandate, the agency has also conceptualized the World Cup’s official logo, championship booklets and other collaterals, encapsulating the global spirit of this iconic event.MS Tyagi, Secretary, Kho Kho Federation of India, said: “We are pleased to onboard Team Promodome as one of our advertising and marketing partners. They’ve built a stellar reputation for delivering impactful campaigns, and we’re confident that their expertise will help us make a lasting impression with the first-ever Kho Kho World Cup on the global stage.”Sandiip Kapur, Founder & President of Promodome Group, expressed his excitement over the win: “We are thrilled to partner with the Kho Kho Federation for this historic event. It’s an honor to contribute to a sport that has deep roots in Indian tradition and culture, and we are eager to bring Kho Kho to a global audience through our creative and strategic efforts.”The week-long event will see top-tier athletes from over 24 countries across six continents compete in a series of thrilling Kho Kho matches, marking a significant moment in the global sports landscape. The Kho Kho World Cup promises to be a landmark event, offering a unique opportunity for countries worldwide to engage with the sport and celebrate its growing international appeal.

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

The PR industry is currently facing a significant talent crunch, exacerbated by the evolving demands of the communications landscape. As the need for innovative strategies, digital integration, and agility rises, the challenge of finding and retaining the right talent becomes even more pressing. Adding to this complexity is the post-pandemic shift, where professionals have reconsidered their priorities, mental health has come to the forefront, and the traditional agency model faces scrutiny.The Talent Shortage and Mental Health StrainThe pandemic has left an ingrained mark on how the PR industry operates, particularly in terms of workload and mental health. The toll of non-stop work, endless syncs and Zoom meetings, along with the isolation and difficulty in expressing its impact is real. This constant pressure, especially in an industry where professionals juggle multiple clients, projects, and personal responsibilities, has led to significant burnout.The situation isn’t just about overwork – there’s a deeper issue regarding how mental health is addressed in the PR sector. Professionals are often expected to maintain high levels of productivity and creativity while meeting client demands, which has caused many to question the sustainability of this pace.Key Challenges in Attracting TalentThe first step in addressing the talent crunch is understanding the root causes behind why PR agencies struggle to attract talent. Vikram Kharvi, CEO, Bloomingdale PR, points out that the startups have been a major factor. He says, “Startups often attract talent with the promise of innovation, flexibility, and the excitement of building something new from the ground up. They offer a sense of ownership and direct impact that can be incredibly appealing, especially to younger professionals.”This highlights a major issue within traditional PR agencies – the perceived rigidity in structure and lack of flexibility. Startups and in-house PR roles often offer more flexible working conditions, including work-from-home options and adaptable hours. In contrast, PR agencies, bound by tight client deadlines, are often viewed as being less accommodating in terms of work-life balance. As a result, talented professionals are drawn to roles that promise a better balance between personal and professional life.Sonali Sokhal, CEO and Founder, Intelliquo, adds to this by emphasizing on the gap in proper training within the industry. “Young people join the workforce without adequate training and then find the work overwhelming, leading them to leave. We need to empower young professionals with skill development and proper processes,” she says. The absence of structured training and mentorship has resulted in a high turnover rate, as young professionals often feel overwhelmed by the demands placed on them without the right guidance.Retaining Talent: The Bigger ChallengeOnce talent is attracted to the industry, retaining them presents its own challenges. Tarunjeet Rattan, Managing Partner, Nucleus PR, explains that the constant barrage of unrealistic demands can quickly lead to burnout. “When insane demands and unrealistic expectations across brands and partners fly across your desk every single day at an intense pace, it can become overwhelming very quickly,” she adds. The relentless pressure, coupled with the often misunderstood role of PR within the broader communications ecosystem, makes it difficult for professionals to feel motivated and valued.Additionally, Rattan points out that the limited ability to showcase the true impact of PR due to client confidentiality adds to the problem. “We are limited by client confidentiality, which allows us to talk in generalities and rarely give a true picture of what we actually do. This is limiting. Smaller groups and closed-door discussions work in attracting the right minds to the profession, but it is a slow, arduous task where demand is way higher than supply,” she adds.The gender gap in PR leadership further complicates the retention issue. Many women in the industry find themselves at a crossroads, often stepping back or taking career breaks to manage family responsibilities. The lack of sufficient support systems, such as flexible work arrangements and childcare solutions, within agencies leads to the loss of highly experienced professionals.Bloomingdale PR’s Kharvi highlights how this is particularly challenging for women leaders in PR, stating, “The lack of sufficient support systems within agencies to accommodate these needs can result in losing highly experienced and talented professionals.”Government Initiatives and Skill DevelopmentWith the Indian government’s Budget 2024 focusing on upskilling the workforce to make people more employable, there is an opportunity for the PR industry to align itself with these initiatives. Skill development and training programs, particularly in digital and social media, can help address the growing gap in talent.Abhishek Puri, Corporate & Marketing Communications NIIT Limited, emphasizes on the need for continuous learning within the PR sector. He says, “The rapid pace of change in digital and social media demands continuous learning and adaptation. PR firms must offer training and development programs focused on these emerging trends to retain top talent.”Beyond digital skills, there is also a need for a clear career progression path within the industry. Without a defined trajectory for growth, professionals may feel stagnant, leading them to explore opportunities in other industries. Puri also highlights the importance of creating dynamic work environments that foster creativity and innovation to keep top talent engaged.Strategies to Combat the Talent CrunchTo address the talent crunch, PR firms must adopt a comprehensive, multi- faceted strategy. This involves not only attracting talent but also ensuring their long-term growth and engagement within the industry.Evangelize the PR Industry: Tarunjeet Rattan suggests that the industry needs to take a more proactive approach in promoting PR as a career choice. “We need to do more on evangelizing PR at an individual, apex body, and community group level.” Showcasing the diversity and dynamism of PR through career fairs, college workshops, and industry events can attract fresh talent.Partnerships with Educational Institutions: According to Rattan, establishing collaborations with colleges can ensure that students are equipped with the right skills and knowledge about the PR profession. “Colleges need to offer the right counseling for students, helping them understand the profession and their aptitude for it. The right courses and sessions with industry professionals along with internships can go a long way toward helping talent understand the profession.”Provide Flexible Work Environments: Vikram Kharvi points out that flexibility is one of the key drivers in attracting talent. Offering options for remote work, flexible hours, and better work-life balance is crucial. Agencies need to adapt to the demands of today’s workforce, which prioritizes flexibility and a supportive work environment.Upskill and Mentor Employees: Both Sonali Sukhal and Tarunjeet Rattan agree that continuous learning and mentorship are essential to retaining talent. Sukhal explains, “PR firms need to showcase best practices to attract talent. The younger generation today is concerned about the impact of their work, as much as they are on career growth.” Providing employees with training programs, access to mentors, and opportunities to work across different verticals can help them grow holistically within the profession.Address Mental Health: The relentless pace and pressure of PR work have led to widespread burnout. Agencies need to make mental health a priority by creating supportive work cultures, offering counseling services, and ensuring that workloads are manageable. Rattan’s observation about the overwhelming pace of PR work speaks to the urgent need for agencies to implement better mental health initiatives to retain talent.Create Clear Career Progression Paths: PR professionals often leave the industry due to a lack of clarity around career growth. Abhishek Puri emphasizes on the importance of establishing clear pathways for advancement within the industry to keep talent motivated and engaged.