Current Global MENAT has been appointed as the PR partner for Paws & Co., a new pet care, health and wellness business preparing to launch in the UAE. Paws & Co. aims to create a quality, consistent and elevated experience to pet healthcare in the UAE. With approximately 2 million pets in the country, Paws & Co. has been established in response to the evolving role of pets within UAE households, as animals increasingly become an integral part of family life. A recent survey commissioned by Paws & Co found that 80% of pet parents in the UAE refer to their pets ‘as like one of their children’. With this shift has come growing expectations for veterinary care that goes beyond clinical treatment, with pet parents seeking experiences that are more transparent, personalised, accessible and centred around the wellbeing of pets and the experience for pet parents and their families.Current Global will launch Paws & Co. bringing to life the business’s ambition to create a connected pet healthcare ecosystem where pets are loved like family, pet parents feel confident in the care they receive, and veterinary professionals are supported to do their best work. Peter Jacob, Managing Director, Current Global MENAT, said: “As a father of two dogs, I know first- hand that there isn’t a shortage of vets. With Paws & Co., this isn’t simply about another entrant into the market. Paws & Co. is founded on the idea of changing how people think about pet healthcare and building a brand and an experience designed around the needs of pets, pet parents and veterinary professionals.” Last year, the UAE pet care market was worth $285 million and is projected to reach over $390 million by 2031. This growth comes as the UAE continues to strengthen its focus on animal welfare and responsible pet ownership, with Dubai Municipality recently opening an integrated pet shelter and launching a digital adoption platform, alongside initiatives supporting animal health, welfare and the One Health approach. As the sector evolves, Paws & Co. is committed to supporting a more holistic approach to pet healthcare, promoting preventive care, responsible ownership and better health outcomes for pets and the families they are part of.Matt Butterworth, Co-Founder Paws & Co. said: “For many pets and pet parents, the current process is fragmented, reactive and clinical yet the way people see their pets has changed, and frankly the veterinary experience hasn’t evolved at the same pace. From the beginning, we wanted to rip up the institutionalised playbook and build a pet healthcare experience that feels different. Pets are family, and their care should be personal, consistent and reassuring. In Pete and the Current Global team we have a partner that gets us and understands our intention and wider growth ambitions.”

Current Global MENAT, part of Middle East Communications Network (MCN), has appointed Sim Devgun as Senior Account Director, as the agency continues to invest in its growing team and client portfolio.Sim brings close to a decade of PR experience across Dubai and London, specialising in creative consumer communications across travel, hospitality, F&B, entertainment and FMCG. Most recently at Umami Comms, she led communications for brands including talabat UAE, Diageo MENA and Rosewood Hotels across integrated campaigns, experiential launches, partnerships and reputation management.Peter Jacob, Managing Director, Current Global MENAT, said: “The last few months have been challenging for many across the region, so we’re especially proud to be continuing to be able to bring in fresh talent, energy and ideas. Sim brings strong international experience, brilliant strategic instincts and a real understanding of what makes work cut through in the region.”Sim said: “I wanted my next move to challenge me creatively and give me the opportunity to work on brands that genuinely shape the city and wider region. Current Global is without doubt one of the best agencies to be at with the calibre of the work, human-first culture and brilliant people right across the team. I’m super excited to get stuck in.”Now in its fourth year of operations in the region, the agency has continued to expand its team and client roster across the UAE and wider GCC, working with brands including Dubai Airports, Global Village, Dubai Tourism, OURA, Uber, New Balance, Heinz and Puck.(Source: telummedia)

Current Global MENAT, part of the Middle East Communications Network (MCN), has appointed Luanne D?ÇÖSouza as its new Account Director, marking a pivotal step in the agency?ÇÖs expansion journey.Bringing over a decade of experience, Luanne has a proven track record of delivering award-winning, social-first campaigns for high-profile brands such as Rolls-Royce, Amazon Prime Video, Al-Futtaim Automotive, and Marriott Bonvoy. At Current Global MENAT, she will oversee a diverse portfolio that includes New Balance, Dubai Holding Entertainment, and Heinz. Her previous roles span respected organizations like Sticky Ginger, Art Dubai, and Sweetwater MEA.Peter Jacob, Managing Director of Current Global MENAT, expressed his enthusiasm for the hire: "We launched Current Global MENAT to redefine what a future-focused, earned-first agency looks like in our region. Luanne?ÇÖs expertise in social and influencer strategies aligns perfectly with our vision of creating human-first connections. Her energy and fresh perspective will be invaluable as we continue to deliver for our clients and expand our offerings."Reflecting on her appointment, Luanne D?ÇÖSouza said: "Joining Current Global MENAT is an exciting step in my career. The team?ÇÖs earned-first approach, innovative mindset, and impressive roster of clients set them apart. I?ÇÖm eager to contribute to their award-winning legacy and help shape 2025 as a defining year for the agency."Since its launch just three years ago, Current Global MENAT has established itself as a powerhouse in the region, blending the strategic capabilities of a global agency with the agility of a boutique firm. The agency?ÇÖs accolades include PRCA MENA and PRCA Platinum Small Agency of the Year 2024, 14 wins at the MEPRA Awards, and certifications such as Great Place to Work and Best Mental Health Support in PR at the mentl Awards.With Luanne?ÇÖs addition, Current Global MENAT continues its mission to elevate the role of social, influencer, and earned media strategies in driving impactful, conversation-led campaigns across the Middle East and North Africa.

The Public Relations and Communications Association in the Middle East and North Africa (PRCA MENA) has today announced the multi-disciplined creative communications agency Current Global MENAT, as its latest corporate member.Current Global MENAT combines the global reach, strategic thinking and capabilities of a global agency with the attitude, speed and passion of a small agency. The agency believes in human-first communications guiding how it works, defining the kind of work that it delivers, and how it thinks about communications.With a global presence in key regions such as APAC, EMEA, North America, LATAM, and MENAT Current Global is at the forefront of championing accessible communications. Its ?ÇÿAccessible by Design?ÇÖ offer is an agency-wide commitment that every piece of communication it develops, curates, and publishes will meet the highest accessibility standards.Current Global is part of the Weber Shandwick Collective, a network of specialist creative, marketing, communications and consulting firms built for the convergence of society, media, sustainability, policy and technology, within the Interpublic Group (NYSE: IPG).Head of PRCA EMEA, Monika Fourneaux said:"We are delighted to announce the inclusion of Current Global as a valued member of PRCA MENA. The agency's global perspective, coupled with its diverse communication capabilities, is set to play a pivotal role in enhancing the dynamic exchange of ideas within our esteemed community. We look forward to the expertise and experiences that Current Global brings, enhancing our collective conversations with valuable perspectives and innovative approach.?Ç¥Peter Jacob, Managing Director, Current Global MENAT said:?Ç£Just over a year since we hied our first full-time employee we?ÇÖve had a tremendous start delivering some of the regions most talked about campaigns. We are driven by an unwavering belief in the power of human-first communications and we look forward to playing our role within the PRCA to champion an earned-first mindset and the wider importance of the communications industry across this dynamic and diverse region.?Ç¥