PRCA MENA – the regional arm of the world’s largest professional PR association – has announced the winners of the PRCA MENA Young Lions PR Competition 2025: Raneem Saleeh and Youssef Yammine from Burson, for their powerful and purpose-driven campaign titled “Believe in your 2.5%.”The winning team clinched the top spot after a competitive final round held on 15 April, where six shortlisted teams presented their ideas to a distinguished jury comprising industry leaders from across the MENA region. Their campaign stood out for its strategic creativity, thoughtful storytelling, and strong alignment with this year’s humanitarian theme.The jury for the final round included:• Ahmad Itani, Chair of PRCA MENA Advisory Board and Founder & CEO, Cicero & Bernay Communication Consultancy• Laureline Schwarz, Head of Global Corporate Communication, PR, Public Relations, Al-Futtaim Automotive• Louise Jacobson, Managing Partner, Brazen MENA• Raefah Makki, Head of Individual Giving & Campaigns, UNHCR• Sophie Simpson, Managing Director & Founder, Ruder Finn AttelineThis year’s brief was developed in collaboration with UNHCR, the UN Refugee Agency, and challenged participants to craft a compelling campaign that raises awareness and drives advocacy for displaced communities across the region.As winners, Raneem and Youssef will go on to represent the MENA region at the Cannes Lions International Festival of Creativity in France this June.Conrad Egbert, Head of PRCA MENA, commented:“It was a tough decision for the jury; each campaign was impactful, innovative, and deeply rooted in purpose. Congratulations to Raneem and Youssef from Burson for their exceptional work—we can’t wait to see them shine at Cannes.”Raefah Makki, Head of Individual Giving & Campaigns at UNHCR, added:“This year’s partnership with PRCA MENA was a significant step in leveraging the power of communication to amplify the voices of displaced people. ‘Believe in your 2.5%’ captured that vision beautifully, and we are excited to see how it resonates on a larger stage.”The 2025 competition saw participation from 46 young professionals representing 12 leading agencies across the region, including: Action Global Communications, BPG Group, Burson, Cosmopole Consultancy, Current Global MENAT, Gambit Communications, Houbara Communications, Memac Ogilvy, Saatchi & Saatchi Qatar, Seven Media, The Romans, Weber Shandwick MENAT.

The Official Representative of the Cannes Young Lions PR Competition PRCA Mena has revealed the six teams that have made it onto the shortlist. Last week 23 teams, each consisting of two PR professionals from the region, aged 30 or under, had a pressing 24-hours to respond to a brief set by this year’s humanitarian partner, UNHCR, the UN Refugee Agency.The brief challenged participants to develop a campaign that would raise awareness, increase downloads and drive donations for UNHCR’s Refugee Zakat Fund Mobile App—an innovative platform designed to make Zakat giving more accessible, transparent, and impactful. The brief stated, “our challenge remains increasing awareness of our RZF app, downloads and number of users who donate through the app.”The final shortlist includes:• BPG Group – Rua Youssef & Rayana El Masri• Burson – Raneem Saleeh & Youssef Yammine• Cosmopole Consultancy – Nithin Narayanan & Meena Shahin• Gambit Communications – Tala Maas & Hana Sabri• Seven Media – Neimat ElKarib & Tala Abu Eid• The Romans – Cham Alatrach & Katie Bell-WrightOn 15 April 2025, the shortlisted six teams will present their ideas to the esteemed Mena jury with the winners announced on 16 April 2025. The winning team will go on to officially represent Mena in June at the Cannes Lions International Festival of Creativity that will be held in the south of France.This year’s esteemed jury includes:• Ahmad Itani, Founder & CEO of Cicero & Bernay Communication Consultancy • Laureline Schwarz, Head of Global Corporate Communication, PR, Public Relations, AlFuttaim Automotive • Louise Jacobson, Managing Partner at Brazen MENA • Raefah Makki, Head of Individual Giving & Campaigns, UNHCR• Sophie Simpson, Managing Director & Founder of AttelineConrad Egbert, Head of PRCA Mena, said:“We’re absolutely blown away by the level of creativity and passion that each team has demonstrated in this year’s competition. A huge thank you to our esteemed jury for committing their precious time and effort to us and to the UNHCR for partnering with us on such a meaningful brief. Best of luck to the finalists—we look forward to your pitches.”PRCA Mena continues to champion the region’s rising talent, offering young professionals unparalleled opportunities to shine on the global stage.

Brazen MENA has been selected as CFI’s strategic partner for all public relations needs following a competitive pitch. As an award-winning agency, with accolades such as the MEPRA Home-Grown Agency of the Year, Brazen MENA has been entrusted with increasing awareness of CFI’s global trading services, empowering traders, and highlighting its wide array of financial products and advanced trading platforms.A pioneering financial services provider, CFI prides itself on delivering exceptional value to traders worldwide. With over 25 years of experience, CFI offers access to more than 15,000 financial instruments and is regulated by over 12 international authorities, ensuring a secure and trusted trading environment. Brazen MENA’s role will be to strengthen CFI’s brand presence and expand its recognition in global financial markets.With a commitment to superior trading conditions, CFI provides commission-free trading, zero-pip spreads, ultra-fast execution, and world-class support. Brazen MENA will focus on promoting CFI’s advanced platforms, educational resources, and market-leading tools that make trading more accessible, flexible, and reliable.In addition, Brazen MENA will oversee all media and influencer communications, working to further promote CFI’s powerful offerings, from expert trading education to the cutting-edge tools that help traders make smarter, more informed decisions.Ziad Melhem, CFI Chief Marketing Officer, comments: “At CFI, strategic communication is essential to strengthening our brand and engaging traders globally. Brazen MENA’s creativity and expertise make them an ideal partner to help us enhance our messaging and reinforce our commitment to innovation, transparency, and trader empowerment. We look forward to a strong collaboration that drives meaningful impact.”Louise Jacobson, Managing Partner of Brazen MENA, added: "We're thrilled to be leading PR for CFI, a pioneering financial services provider with a strong legacy of delivering exceptional value to traders worldwide. With Lewis Hamilton as their global brand ambassador, CFI embodies precision, performance, and a winning mindset—values that align perfectly with our approach at Brazen MENA. This partnership reinforces our expertise in the corporate and finance space, and we're excited to enhance CFI’s brand presence and expand its recognition in global financial markets. With our smart, creative, and results-driven strategies, we’re set to deliver high-impact results."

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.”

The MENA chapter of Global Women in PR (GWPR), a global membership organisation connecting women in senior PR and communications roles, is welcoming Radwa Allabban, Founder and Managing Director, Place Communications and Purti Simon, Vice President, Teneo as board members this Women’s History Month.Radwa brings 20+ years of experience to her position, and invaluable knowledge from her time setting up and running her own agency, which she launched in 2011. Purti is a multidisciplinary communications professional with over 10 years in the Middle East, Asia and Europe. She was listed as one of India’s top 30 PR professionals under 30 and led the APACMEA delegation for the International Women’s Forum to Boston.Purti said: “I am delighted to be formally appointed as a Board Member for the regional chapter following my involvement with the organisation for many years. GWPR MENA is steadfast in delivering its promise of an equitable PR industry where women are seen and valued. I am grateful to join the league of committed Board Members, each trailblazers in their own right, to advocate and equip female leaders at a time when companies are losing them in droves for a variety of systemic reasons. Looking ahead, I hope to bring more impetus to building a healthy pipeline of women leaders and providing them opportunities that help them thrive in the workplace.”Radwa said: “In a region experiencing constant change, the role of PR and Communications has never been more important. Global Women in PR MENA is not just another networking group - it's the only platform in the region for senior female communicators to come together and have honest conversations about the challenges and opportunities we face, and most importantly to take concrete actions to address them. We don't just talk, we act. We exist to support, showcase and lift up current and future female leaders in our industry.”Rachel Dunn, GWPR MENA Co-Chair and Communications Director at Microsoft Central & Eastern Europe, Middle East & Africa, said: “Radwa and Purti are two of the most well-respected female leaders in the communications industry here in the region and we are absolutely thrilled to be welcoming them as GWPR MENA Board Members. Their combined knowledge, insights and experience will be invaluable in offering guidance and shaping the experiences of women in the industry. Their arrival at a time when women around the globe are marking Women’s History Month is particularly fitting, and we look forward to getting straight to work.”GWPR MENA is currently celebrating its largest ever membership of female senior communications professionals in the UAE, at 80 members. The six-strong board members also includes Co-Chair, Loretta Ahmed, Founder and CEO of Houbara Communications, Naamat Baradhy, Regional Communication Advisor at First Abu Dhabi Bank, and Louise Jacobson, Managing Partner of Brazen MENA.In its latest step to strengthen its commitment to connecting senior female communicators, GWPR MENA recently launched ‘The Conversation Series,’ a platform to have honest conversations about the challenges and issues faced by women in the industry, and discuss ways to overcome them. The series is the latest addition to GWPR MENA’s robust calendar of monthly events, webinars, and community platforms including an active and supportive messaging group.GWPR MENA continues to connect and attract women in leadership within the communications industry across the region, offering membership to those in senior leadership positions within the PR and Communications industry, both agency and ‘in-house’ or who are freelance consultants with significant PR experience of 10 years and above.