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.

PRCA Mena, the regional arm of the world’s largest public relations and communications association, has included Media Mantra Consulting Mena to its growing membership base.Founded in 2012 in India, Media Mantra is an integrated communications agency with a strong legacy in brand transformation and reputation management. With the launch of Media Mantra Consulting Mena, the agency marks its global expansion with its first international office in Dubai, bringing its expertise from India to the region.Conrad Egbert, Head of PRCA Mena, said: “We are pleased to welcome Media Mantra Consulting Mena to the PRCA Mena family. Its addition reflects the continued growth and diversity of the PR and communications industry in the region.”Udit Pathak, Founder of Media Mantra, added: "PRCA Mena is the leading voice for PR and communication in the region, setting high industry standards and fostering collaboration. Being part of this network is an important step for us as we expand into Mena."According to the Holmes Report, Media Mantra has been recognized among the fast-growing firms, ranking as the third-fastest growing PR agency in AMEA and among the top 10 fastest-growing PR firms worldwide.

PRCA Mena, the regional arm of the largest public relations and communications association in the world, has welcomed Publsh as its newest member, further strengthening the region’s growing network of PR and communications professionals.According to its website, Publsh is a full-service experiential agency that specializes in crafting impactful brand narratives, events, public relations, media buying, social media and influencer campaigns. With over 1,000 successful campaigns, the agency continues to help brands connect with their audiences and drive meaningful engagement.Conrad Egbert, Head of PRCA Mena, said: "We welcome Publsh into the fold of the PRCA Mena and are thrilled to have another member sign up to our code of conduct, further raising standards and ethics within the wider industry. We look forward to seeing the team engage with the community and contribute to the region’s thriving PR and communications landscape."Kushal Desai, COO and Co-Founder of Publsh, added: “PRCA Mena is the gold standard for PR and communications in the region, bringing together the best in the industry to drive innovation and excellence. Its role in shaping industry conversations, advocating for best practices, and providing a platform for collaboration is unmatched. Joining this prestigious network is an important step for us at Publsh, and we look forward to learning from and contributing to this thriving community.”Publsh’s membership with PRCA Mena reflects its commitment to industry best practice, reinforcing its position as a responsible member within an evolving media and communications landscape.

The PRCA Mena AI in PR Committee, in collaboration with YouGov, has launched a new survey to explore the transformative role of artificial intelligence (AI) in the PR and communications industry across Mena.The survey, spearheaded by the committee, aims to assess AI awareness and usage, uncover challenges and identify opportunities for innovation within the industry. The insights gained will serve as a foundation for shaping strategies and best practices that empower professionals to embrace AI effectively and responsibly.“This is an incredibly timely initiative as AI continues to redefine the way we approach communications,” said Conrad Egbert, Head of PRCA Mena. “The survey will help us better understand how professionals are engaging with AI, the challenges they face, and how we can drive the adoption of ethical, effective, and innovative AI solutions.”Imad Lahad, Chair of the PRCA Mena AI in PR Committee, commented: "Artificial intelligence has already begun transforming industries, and PR is no exception. This survey will not only provide valuable insights into the current state of AI adoption but also guide actionable steps for integrating AI into PR practices, ensuring the industry’s evolution aligns with global standards.”

PRCA Mena has officially opened registrations for the Young Lions PR Competition 2025, a unique platform for public relations professionals aged 30 and under to showcase their creativity and strategic thinking. This regional competition selects the top team to represent Mena at the Cannes Lions International Festival of Creativity, one of the world’s most prestigious industry events.In 2023, Judy Bakieh and Sarah Al Salem from Gambit Communications, a PRCA Mena member, made history by winning both the regional and global competition, demonstrating that exceptional talent from this region can excel on a global platform.Designed to simulate the intensity and innovation required on a world stage, the competition challenges participants to craft a campaign for a local charity in just 24 hours. The process mirrors the structure of the Cannes competition, offering young professionals a valuable opportunity to refine their skills and gain international recognition.Conrad Egbert, Head of PRCA Mena, said:“The Young Lions PR Competition is an exceptional opportunity for the region’s talent to shine globally. It’s not about winning; it’s about demonstrating the region’s creative strength and strategic acumen to the rest of the world. I encourage all eligible teams to seize this opportunity and showcase what they’re capable of.”Conrad Egbert, Head of PRCA Mena, said:“The Young Lions PR Competition is an exceptional opportunity for the region’s talent to shine globally. It’s not about winning; it’s about demonstrating the region’s creative strength and strategic acumen to the rest of the world. I encourage all eligible teams to seize this opportunity and showcase what they’re capable of.”Key Details:• Registration Opens: Tuesday, 21 January 2025, 12:00 pm GST• Registration Closes: Thursday, 6 March 2025, 5:00 pm GST• Cost to Enter:• PRCA Mena Member Teams: AED 2000• Non-Member Teams: AED 3000Competition Timeline:• Charity Revealed: Tuesday, 11 March 2025• Creative Brief Issued: Wednesday, 12 March 2025, 10:00 am GST• Entries Due: Thursday, 13 March 2025, 10:00 am GST• Finalists Announced: Monday, 24 March 2025• Finalist Presentations: Tuesday, 15 April 2025 (via Zoom)• Winners Announced: Wednesday, 16 April 2025The winners will travel to Cannes in June 2025, with PRCA Mena covering the cost of competitor passes for the festival.

Seven Media, a communications agency in the Middle East, has joined as a Gold Sponsor of the PRCA Mena Annual Conference 2024, set to take place in Dubai on 14 November.Organised by the Public Relations and Communications Association Middle East and North Africa (PRCA Mena) the flagship conference brings together top PR professionals to explore key trends, digital transformation and the future of the industry.PRCA Mena is the regional chapter of the world’s largest PR professional body, focused on setting standards, offering guidance and fostering growth in the communications sector.Seven Media’s involvement goes beyond sponsorship. The agency is also working closely with PRCA Mena on a broader partnership for 2025, aiming to fuel innovation and drive activations that will benefit the region’s PR sector and support its growth.Gregg Fray, owner of Seven Media, sees the sponsorship as a natural extension of the agency’s dedication to shaping the future of PR. “At Seven, we’re passionate about pushing boundaries and setting standards,” Fray said. “Becoming a Gold Sponsor for the PRCA Mena Annual Conference aligns with our commitment to challenge the status quo and keep driving PR in new directions. It’s a chance to engage with peers, explore bold ideas, and show why Seven is a leader in this space.”The conference is set to offer rich discussions on, among other topics, digital shifts impacting PR and communication, a theme that resonates deeply with Seven Media’s own work. With its expertise in the UAE and Saudi markets, Seven is well-positioned to contribute insights that reflect both local knowledge and global best practices.Conrad Egbert, Head of PRCA Mena, highlighted the significance of Seven’s support: “We’re thrilled to have Seven Media as a gold sponsor this year. Their commitment to innovation and raising standards in PR aligns perfectly with the goals of this conference. I look forward to a progressive and fruitful partnership.”During the conference, Fray will also share insights on a panel, “The Future of PR: Navigating the Digital Revolution.” His participation will spotlight key trends, challenges and innovations shaping the industry, as Seven continues to help lead the conversation on PR’s digital evolution in the region.

PRCA Mena, the regional arm of Public Relations and Communications Association (PRCA), has announced its line-up of panellists, speakers and moderators for its annual conference, taking place on 14 November at Taj Business Bay, Dubai. Promising to be a pivotal moment for communications professionals across the Middle East and North Africa, this year the conference will feature a keynote address by Her Excellency Maitha Al Suwaidi, CEO of Media Strategy and Policy Sector at the UAE Media Council, who will speak on “The Future of Media: Innovation, Regulation, and Economic Impact.” Her Excellency will present a forward-looking vision for the media landscape, focusing on how innovation, regulation, and economic growth are interconnected.Moderating the panels are Conrad Egbert, Head of PRCA Mena, James Hewes, CEO at PRCA and Oscar Wendel, Partner at Flow & Editor-at-Large at MEA-Finance. Their expertise and leadership will ensure an engaging and thoughtful discourse on the most pressing topics in the communications industry.Guest Speakers include some of the region’s most influential figures - Mazen Nahawi, Founder & Group CEO at Carma, John Rynehart, Head of UAE at Kekst CNC and Joe Lipscombe, Partner Mena at The Romans.Panellists feature industry thought leaders who will address key challenges and opportunities within the PR and communications industry:• • Imad Lahad, Managing Director, Dubai and Global Head of AI Comms Lab at APCO Worldwide• • Ghaleb Zeidan, Regional Managing Director, UAE, Culture, L&D, and PartnershipWeber Shandwick MENAT• • Jamal Al Mawed, Founder and Managing Director at Gambit Communications• • James Piecowye, Dean and Associate Professor at Zayed University• • Kate Hartley, Co-founder at Polpeo• • Sophie Simpson, Managing Director & Founder at Atteline• • Peter Van Der Merwe, Managing Director at Weber Shandwick Riyadh• • Gregg Fray, Co-Founder at Seven Media• • Ahmed Soudodi, Vice President, Product & Marketing at Kia Middle East and Africa• • Saad Abu Touq, Managing Director, PR at Memac Ogilvy• • Alaa Badawi, Associate Partner at Instinctif Partners MENA• • Judy Bakieh, Associate Integrated Communications Director at Gambit Communications• • Petra B. Spanko, Regional Director at Katch International• • Abdulrahman Abed, Founder and General Manager of Legends PR Company• • Thomas Morris, Senior Partner at FINN Partners, UAEConrad Egbert, Head of PRCA Mena, said:"The PRCA Mena Annual Conference 2024 is the leading platform for PR and communications professionals to exchange ideas, collaborate and drive the future of our industry in the region. With a remarkable lineup of speakers and panellists, we look forward to discussing key trends and the growing influence of media and communications on regional development."James Hewes, CEO of PRCA, added:"This year’s conference is set to be a key event for the global communications community. With thought leaders from across the region, the discussions will highlight not only the innovations but also the strategic importance of communications in shaping the economic and societal future of the region.”

PRCA Mena, the regional arm of the largest public relations and communications association in the world, has launched a new mental health survey.The survey, first conducted during the COVID-19 pandemic, will be used to assess the current state of the industry whilst further understanding the mental health needs of communications professionals in Mena.“This is an incredibly important initiative, and now is a good time to reintroduce our industry-wide survey on the state of mental health for our industry,” said Conrad Egbert, the recently appointed Head of PRCA Mena.“The results of the survey will not only provide important insights and learnings, but most importantly, will help guide meaningful and impactful ways we can support professionals struggling with the demands of our industry. “We work in a highly pressurized and increasingly challenging environment, and recognizing, supporting and providing the necessary guide rails to enhance mental wellbeing in the workplace is absolutely critical.”The results of the survey will be released at the PRCA Mena Annual conference in Dubai next month. The PRCA Mena will also use the findings of the survey to help inform events, activations and partnerships for a year-long programme of key initiatives in 2025.

PRCA Mena, the regional arm of the largest public relations and communications association in the world, has announced the agenda for its annual conference. Scheduled for November 14, 2024, at the Taj Hotel, Business Bay, Dubai, this year's event will bring together industry leaders, innovators and government specialists from across the region to explore the evolving landscape of public relations, communications and media.Key panel sessions include:The Future of Media: Innovation, Regulation, and Economic ImpactThe Future of PR: Navigating the Digital RevolutionPR & Influencers: Friends or Foe?CSR, ESG, Impact, Sustainability: Bogus Buzzwords or Changing Perceptions?What Women Want? Direct Insights from the industry’s Leading LadiesSaudi’s Secrets to Success: Creative Hype or a New Reality?Artificial Intelligence: Master or Slave?In addition to these sessions, the conference will feature ample networking opportunities over coffee, lunch and evening drinks, providing a social platform for industry professionals to connect and collaborate.Conrad Egbert, Head of PRCA MENA, said: “This conference is more than just an event—it’s a reflection of where the PR and communications industry stands today and where it’s headed. With the rapid changes we’re seeing, especially around technology and media, it’s vital that we address these issues head-on. I’m looking forward to having some candid conversations about what’s working, what isn’t, and where we go from here.”Early bird tickets are available until September 20, 2024, with special offers for PRCA members.Representing more than 35,000 PR professionals in 82 countries worldwide, PRCA is a global advocate for excellence in public relations. The PRCA’s teams across Europe, the Middle East and Asia-Pacific work with industry professionals around the world to co-ordinate operations across six continents.

The Public Relations and Communications Association MENA (PRCA MENA) has appointed Conrad Egbert as its new Head. Conrad brings with him a wealth of experience marking a new chapter for PRCA MENA focused on enhancing credibility, ethical standards and inclusivity across the industry.With Conrad at the helm, PRCA MENA will expand its reach and offerings, embracing students and individual members alongside corporate professionals. The association is committed to setting the highest ethical standards and will provide more top-notch training opportunities featuring global experts, keeping PRCA MENA as the leading voice of public relations in the region.Conrad Egbert said: “I’m incredibly humbled that the PRCA MENA has entrusted me to lead it into the foreseeable future. As a journalist and the founder of E+H - a strategic communications consultancy based in the UAE, I have a deep understanding of both sides of the communications industry. While I am committed to taking the PRCA MENA to new heights, I am also passionate about fostering a culture of collaboration, inclusivity and mental well-being. If there is anything that is crystal clear to me today, it is that change lies with us.”Melissa Cannon, PRCA International Director, said: "Conrad’s appointment signals a renewed focus on strengthening our ethical framework and enhancing the professional development of our members across the MENA region. His journalistic integrity and global outlook are exactly what we need to guide PRCA MENA into its next phase of growth and inclusivity."PRCA CEO, James Hewes, said: "Conrad’s background and commitment to excellence make him a brilliant choice to lead PRCA MENA. His approach combines a rigorous journalistic mindset with a strong dedication to professional ethics, which will undoubtedly resonate with our members. I am confident that Conrad will bring fresh perspectives and drive impactful initiatives that will shape the future of PR in the region."