Acorn Strategy, an integrated marketing and communications agency with a presence across the UAE, Asia, Australia, and the UK, has announced a new four-year scholarship program in partnership with the Future Communicators Foundation (FCF) and Murdoch University Dubai.The Acorn Strategy FCF Scholarship represents a US $10,000 investment over four years, offering US $2,500 annually to one senior student from the School of Media and Communication at Murdoch University Dubai. The scholarship is dedicated to fostering communication talent focused on sustainability and climate challenges, with the 2025 theme addressing “Water Sustainability and Desalination in the Desert.”“As a communications agency deeply committed to professional development and environmental stewardship, we are excited to launch this scholarship program,” said Kate Midttun, Founder and CEO of Acorn Strategy and Chairperson of the Middle East Public Relations Association (MERPA). “Water sustainability is a crucial issue for the UAE’s future, and effective communication will play a pivotal role in addressing these challenges. This scholarship reflects our dedication to cultivating strategic communicators who can drive meaningful change.”“This partnership with Murdoch University Dubai and the Future Communicators Foundation aligns perfectly with our core values at Acorn Strategy,” added Midttun. “We believe in the power of strategic communication to solve complex challenges, and we’re proud to invest in talent that will shape the future of our industry and region.”Professor Peter Waring, Pro Vice Chancellor Transnational Education and Acting Dubai Dean at Murdoch University Dubai, welcomed the collaboration, stating: “We are honoured that Acorn Strategy has chosen to invest in our students through this scholarship program. This initiative provides invaluable opportunities for our communication students to apply their skills to real-world sustainability challenges.”In addition to launching the scholarship, Kate Midttun has been appointed as a Global Trustee of the Future Communicators Foundation, joining leaders from prominent global agencies supporting similar initiatives worldwide. Acorn Strategy is also the first agency in the Middle East to become part of this esteemed global effort.

The Middle East Public Relations Association (MEPRA) has announced the re-election of Kate Midttun, Founder & CEO of Acorn Strategy, as Chairperson for a second consecutive term. Jon Barber, Vice President of Marketing & Communications at TECOM Group Dubai, has also been re-elected as Vice Chair. Both leaders were first elected in 2022 and will continue to drive MEPRA’s vision for growth, excellence, and industry advancement across the region for the next two years.Under their leadership, MEPRA has gone from strength to strength, expanding its influence and impact across the Middle East. The association has seen a significant increase in membership, welcoming more agencies, corporates, and individual professionals into its growing community. Key industry partnerships have been strengthened, with MEPRA establishing a strong presence in Kuwait through its participation in the Kuwait Summit in 2024 and expanding its footprint in Qatar with the inaugural MEPRA Qatar Leadership Majlis set to take place on 26 February in Doha.The past year marked MEPRA’s most successful awards ceremony to date, with a record-breaking number of entries and attendees. In a major milestone, MEPRA also launched its Artificial Intelligence Guidelines in both Arabic and English, further solidifying its role as a thought leader in the industry.“Leading MEPRA over the past two years has been an honour, and I am delighted to continue in this role. Our industry is evolving rapidly, and MEPRA remains committed to driving excellence, fostering innovation, and supporting PR professionals across the region. With our continued growth and ambitious plans for 2025, we are excited to build on this momentum and make an even greater impact,” said Kate Midttun, Chairperson of MEPRA.Alongside the reappointment of the Chair and Vice Chair, MEPRA has also announced the promotion of Dalya Mohamed to General Manager. Over the past three years, Dalya has played a pivotal role in driving MEPRA’s growth and success, working closely with the board to expand the association’s reach and deliver impactful initiatives.Jon Barber, Vice Chair of MEPRA added, “The past two years have been a period of significant growth and transformation for MEPRA. From record-breaking events to deeper regional engagement, we have made great strides in strengthening our industry. As we look to the future, our focus remains on expanding MEPRA’s reach, providing valuable opportunities for our members, and ensuring that the PR and communications profession in the Middle East continues to thrive.”With strong leadership in place, MEPRA is set to build on its successes and continue shaping the future of public relations and communications 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.

The spotlight once again shines on the region’s finest communication campaigns and PR practitioners as the Middle East Public Relations Association (MEPRA) unveils its highly anticipated 2024 Awards shortlist. In its 16th year, this prestigious event saw a record-breaking 770 entries vying for 53 categories, evaluated by a distinguished panel of 130 industry leaders and veterans. A select group of five esteemed regional and international adjudicators ensured that only the most outstanding agencies and individuals were recognized for their contributions to the communications landscape.This year’s shortlist celebrates the strategic brilliance, exceptional client servicing, and creative excellence of the Middle East’s top PR agencies and professionals. Memac Ogilvy leads the nominations with 67, followed closely by Weber Shandwick with 51, and Gambit Communications securing 40. Each nomination highlights the industry’s dedication to harnessing the power of evolving media platforms and delivering innovative solutions while upholding excellence in execution and strategy.Kate Midttun, MEPRA Chairperson, highlighted the shifting themes in the communications industry, noting a stronger focus on sustainability and fostering world-class work cultures. She emphasized the region’s deep understanding of brand audiences and the growing link between creativity and business impact. "The entries this year set a commendable standard for strategic excellence in PR, demonstrating the transformative role PR professionals play in elevating client servicing and stakeholder engagement," Midttun said.Congratulating the finalists, she added, "Your work represents compelling campaigns, seamless teamwork, and unmatched creativity. The judging panel faced a tough challenge in selecting the best from such an impressive array of submissions. It’s exciting to see the bar raised with each edition, as we witness PR roles evolve in profound ways. The thoughtful research, meticulous execution, and innovative ideas displayed across categories are truly inspiring."The grand celebration will culminate in a black-tie gala at Atlantis, The Palm, Dubai, on 28th November 2024. This year, Weber Shandwick joins as the Diamond Partner for the third year in a row, while MSL Group Middle East, Action Global Communications, and Memac Ogilvy participate as Platinum Partners. Supporting partners include CARMA, Edelman, Mubadala, TECOM Group Dubai, SEC Newgate Middle East, TrailRunner International, and Burson.MEPRA is the region’s leading industry body for public relations and communications professionals. With over 1,000 members from consultancies, corporates, and individual practitioners, MEPRA has been setting industry standards since its inception in 2001. Headquartered in the UAE, it drives growth, sets benchmarks for excellence, and supports the development of PR professionals across the Middle East.

Kate Midttun, Founder and CEO of Acorn Strategy, has been appointed to the Board of Trustees of the Future Communicators Foundation (FCF). Midttun, a trailblazing entrepreneur who became the first female to receive Abu Dhabi’s prestigious Golden Visa, continues to lead Acorn Strategy, an award-winning communications agency based in the UAE. The agency is also partnering with FCF to offer an annual scholarship, providing aspiring communication leaders with financial support and mentorship to foster future talent in the industry.

The Middle East Public Relations Association (MEPRA) successfully hosted its 9th edition of the UAE Leadership Majlis. The prestigious event gathered more than 100 industry leaders, under the theme "The Potential and Dangers of Artificial Intelligence (AI)" at the New York University Abu Dhabi, The Arts Centre, Abu Dhabi. The event also saw the launch of the MEPRA AI Guidelines; Developed by MEPRA’s AI Committee the guidelines aim to provide a framework for using AI for communications professionals in the Middle East. The guidelines are intended to be used alongside direction, policies and references to help inform ethical and legal use of the technology in our working lives.The Leadership Majlis explored the multidimensional aspects of AI, where it hosted experts from across the industry that brought insight through the diversity of their expertise and knowledge. The Majlis provided the optimum platform to explore opportunities and solutions for the communications industry in supporting the ever evolving incorporation of AI in daily practices in the communications industry and beyond. “At G42, we are deeply committed to shaping the future of AI, ensuring it acts as a catalyst for positive change. MEPRA's event allowed us to have productive conversations about the opportunities and challenges brought forth by AI for communications and marketing professionals. AI is not just enhancing storytelling, streamlining processes and supporting creativity; it's redefining our thinking patterns, consumer behaviour and the way we communicate with one another. Our dedication to advancing these technologies responsibly underscores our mission, as we continue to innovate with a strong emphasis on ethical practices and societal well-being in collaboration with industry associations,” commented Faheem Ahamed, Group Chief Marketing and Communications Officer at G42Huda Buhumaid, Chief Impact Officer, Dubai Holding, and Jonty Summers, Managing Director, Hanover Middle East were honoured with the MEPRA Fellowship award for their outstanding contributions to the communications industry."As this year's MEPRA Majlis concludes, we are pleased that this year's theme 'The Potential and Dangers of Artificial Intelligence' produced profound discussions and insights that have emerged from our exploration of the event. It has not only served as a platform for thought leadership but also as a catalyst for actionable strategies within the communications industry. The engagement and enthusiasm from our community have been truly inspiring! Together, we have taken a significant step forward in understanding how AI can be harnessed responsibly to enhance our work and the businesses we support. MEPRA remains committed to leading these essential conversations, ensuring our members are at the cutting edge of communication trends and technologies." highlighted Kate Midttun, MEPRA Chairperson and Founder/CEO, Acorn Strategy."The MEPRA UAE Leadership Majlis 2024 partners included CARMA, Mubadala, and APCO.MEPRA is the leading industry body for the public relations and communications industry in the Middle East, with over 1,000 members. Founded in 2001, MEPRA drives growth, sets standards of excellence, and fosters a strong, connected community of PR professionals.