Ethara has appointed creative agency The Romans as its retained PR partner in a multi-year, six-figure agreement. The partnership was secured following a competitive pitch process across the UAE.The brief spans Ethara?ÇÖs core pillars?Çöcorporate brand communications, live events, and venue PR?Çöcovering flagship destinations like Yas Marina Circuit, Etihad Park, and Etihad Arena, as well as the Formula 1 Etihad Airways Abu Dhabi Grand Prix, one of the region?ÇÖs most high-profile annual spectacles.Andrew Stass, Brand Marketing and Communications Director at Ethara, said: "The Romans stood out for their bold, creative approach to storytelling?Çösomething that aligns closely with our energy and vision. Together, we aim to shape narratives that elevate Ethara?ÇÖs presence and connect meaningfully with our diverse audiences."The appointment comes as Ethara doubles down on its ambitions to expand its influence and solidify its position in the global live entertainment arena.Joe Lipscombe, Partner at The Romans, described the win as a major milestone: "Ethara is an iconic name when it comes to world-class entertainment in the Middle East. From reshaping the Formula 1 weekend experience to revolutionizing the cultural and music scene, their ambition is unmatched. We?ÇÖre thrilled to help amplify that story on a global stage."He also described the Abu Dhabi Grand Prix as ?Ç£the crown jewel?Ç¥ in the events space and emphasized The Romans' focus on delivering culturally intelligent, high-impact PR campaigns.Ethara continues to work with other communications partners including Seven Media, supporting its broader public relations objectives across the region.

Audi Middle East has appointed The Romans, an independent creative communications agency, as its new PR partner in a three-year contract aimed at boosting the brand's presence across key markets in the region. This partnership comes as Audi prepares for a series of upcoming marketing initiatives that highlight its commitment to sustainability, innovation, and electric mobility.Elmir Arnautovic, Communications Director at Audi Middle East, emphasized the importance of this collaboration in light of the rapidly evolving mobility sector. He commented: "Audi is entering an exciting and critical new phase. To successfully grow our brand during this period, we need fresh ideas and integrated thinking. The Romans impressed us with their ability to use PR as a true brand-building tool, standing out from the conventional approaches we often see in the industry."The Romans, known for taking on projects that challenge the status quo, expressed enthusiasm about the partnership. Joe Lipscombe, Partner at The Romans, shared: "Audi is one of the most iconic automotive brands globally, and its focus on design, innovation, and sustainability is truly inspiring. The goals they've set are ambitious and challenging, and we're eager to bring our unique strategic and creative expertise to support Audi in this transformative time for the industry."The partnership aims to help Audi navigate this competitive era while reinforcing its leadership in the automotive sector.

Audi Middle East has appointed The Romans, an independent creative communications agency, as its new PR partner in a three-year contract aimed at boosting the brand's presence across key markets in the region. This partnership comes as Audi prepares for a series of upcoming marketing initiatives that highlight its commitment to sustainability, innovation, and electric mobility.Elmir Arnautovic, Communications Director at Audi Middle East, emphasized the importance of this collaboration in light of the rapidly evolving mobility sector. He commented: "Audi is entering an exciting and critical new phase. To successfully grow our brand during this period, we need fresh ideas and integrated thinking. The Romans impressed us with their ability to use PR as a true brand-building tool, standing out from the conventional approaches we often see in the industry."The Romans, known for taking on projects that challenge the status quo, expressed enthusiasm about the partnership. Joe Lipscombe, Partner at The Romans, shared: "Audi is one of the most iconic automotive brands globally, and its focus on design, innovation, and sustainability is truly inspiring. The goals they've set are ambitious and challenging, and we're eager to bring our unique strategic and creative expertise to support Audi in this transformative time for the industry."The partnership aims to help Audi navigate this competitive era while reinforcing its leadership in the automotive sector.

The Romans has secured the PR account for Wynn Resorts' $4-billion expansion into the UAE, following a competitive pitch.The global hospitality and entertainment brand has entrusted the agency with handling PR, events, and activations across eight markets for the construction and launch of Wynn Al Marjan Island Resort in Ras Al Khaimah (RAK), scheduled to open in 2027.Operating from its UAE hub, The Romans will oversee the project in key markets throughout Asia, Europe, and the Middle East and North Africa (MENA), including Saudi Arabia, collaborating with its teams in London and Amsterdam.Wynn Al Marjan Island will feature 1,542 rooms and suites, 23 dining, lounge, and bar options, and the region's inaugural casino. The group recently announced the acquisition of an additional 70 square acres of land on Al Marjan Island for future development.The agency's mandate encompasses the construction and launch of the fifth global Wynn resort, as well as contributing to the narrative of Ras Al Khaimah's transformation into a prominent global tourism and entertainment destination. Since the announcement of Wynn Al Marjan Island, numerous international hospitality groups have also committed to the area.Joe Lipscombe, who joined The Romans as a partner to lead its UAE operations in February, commented: ?Ç£This is a mouthwatering partnership. Wynn is one of the biggest and most important entertainment and hospitality groups in the world, and its move to the region has captured worldwide attention. When the brand showed us the plan and ambition we were hooked. Not only will this development change the face of the country?ÇÖs hospitality sector, but it will also play a pivotal role in RAK?ÇÖs evolution as the nation?ÇÖs most loved Emirate. Despite the loaded hospitality and entertainment industry here in the UAE, Wynn is all anyone can talk about. We can?ÇÖt wait to get started.?Ç¥

Today, we're talking with Joe Lipscombe, Partner at The Romans, who delves into his journey, insights, and aspirations as he navigates the dynamic landscape of strategic communications in the Middle East and beyond. Lipscombe started in journalism, writing for big names like Forbes and Bloomberg. He then moved into strategic communications, joining Ogilvy in 2015 and rising to Executive Strategy and Creative Director for PR in the MENA region. He recently joined The Romans as a partner in Dubai, helping expand their presence in the Middle East. The Romans, headquartered in London with over 120 employees worldwide, opened their Dubai office in 2022 after successful ventures in New York and Amsterdam. In this interview with Adgully Middle East, Lipscombe discusses his journey and goals in navigating strategic communications in the Middle East and beyond.Please share your professional journey. What have been the highs and lows professionally?I landed in the region as a journalist, where I was able to cover most markets, learning the culture, people, ways, and means. That fascination hasn?ÇÖt left me. I love the region, warts and all. After almost a decade with Ogilvy, where I was able to grow as a creative and strategic leader in a major global firm, I?ÇÖve taken on this new challenge at one of the most exciting agencies in the world today. Throughout that time there have been highs and lows. I keep the lows closer than the highs. And I anticipate many more of both.You have recently joined ?ÇÿThe Romans?ÇÖ as a Partner and Head of UAE. What are your roles and responsibilities?Bring one of today?ÇÖs most exciting, independent PR stories to life in the MENA region. The Romans are a unique agency. In a sea of acquisitions, mergers, and agency ecosystems, The Romans believe in investing in great people and great culture so we can deliver great work for great clients. There is none of the fluff and none of the drama. It?ÇÖs been refreshing to see that story be so well received. Now it?ÇÖs mine and my team?ÇÖs responsibility to translate that for this unique and diverse market.What has been your primary focus within the industry for the past decade? How do you approach problem-solving within the industry?Before joining The Romans, I was the Executive Strategy & Creative Director for Ogilvy PR across MENA. I spent the best part of a decade at that agency, learning my trade, working with top talents, and contributing to some really exciting, transformative projects in the region. All of those?ÇöExpo 2020 Dubai, Qatar World Cup 2022, New Suez Canal 2015, et al.?Çöhave their own unique challenges in such a fast-paced and ambitious region. While I don?ÇÖt subscribe to a standard way of solving problems, I do believe that, as an industry, we can often take briefs at face value when in fact we should be exploring the root cause of challenges more closely. As we commoditise our industry more and more, we often skip important strategic and exploratory phases and head directly to solutions and execution. I strongly believe much of the value we provide as an industry is in the diagnosis, thought, and planning phases of any major project.Can you provide examples of some of the projects you have been involved in with large brands and institutions?As I mentioned before, I?ÇÖve been very fortunate to work on some of the biggest projects and entities in the region over the past ten years. Expo 2020 Dubai at a global level, the FIFA Qatar World Cup through Qatar Foundation, the New Suez Canal launch in Egypt, several Public Investment Fund launches, and many others. I find each brings its own unique challenges and opportunities and would argue each has contributed massively to the social, economic, and cultural structure of the region.As a marketer, if you?ÇÖre contributing to projects with that level of influence, you can?ÇÖt ask for much more.What kind of transformations have you witnessed in terms of digital and AI, within the region?Marketers are so keen to jump on trends they often forget to check if they?ÇÖre landmines. But, we?ÇÖre experimental, and that should be applauded. I can?ÇÖt confidently say I?ÇÖve witnessed seismic changes in the industry at the hands of AI. But ask me again in five years.How do you approach developing an integrated public relations and advertising campaign tailored to meet the cultural sensitivities and preferences of the UAE market?We cannot reveal all our secrets. What we do is ensure our teams are diverse, skilled, deeply ingrained in local culture, and we trust them explicitly with major briefs and clients.Can you provide an example of a successful PR and advertising campaign you led in the UAE, highlighting how you navigated any regulatory or cultural challenges specific to the region?I led the campaign that won UAE PR Campaign of the Year in 2023 at MEPRA- ?ÇÿThe Alternative Alphabet with GEMS Education?ÇÖ. It altered how educators teach mental health and wellbeing to our youth. It?ÇÖs still somewhat a taboo topic, particularly when children are involved. But the education provider was an open and excellent partner and we were able to do something meaningful in a really beautiful way.