Seven Media, a Middle East communications agency, has renewed its Innovation Partnership with PRCA MENA, the region’s public relations and communications association, for 2026, extending a collaboration that began last year.Under the renewed agreement, Seven Media will sponsor PRCA MENA’s Annual MENA Conference and the MENA Awards. The partnership reflects a shared commitment to advancing innovation across the communications industry, both in practice and in thought.The PRCA MENA Annual Conference, taking place on Thursday, 17 September, will bring together senior communications leaders from across the public and private sectors. Through a mix of panels, keynote sessions and fireside conversations, the programme will look at how the profession is evolving in practice, from shifting client expectations to the role of technology, culture and AI in modern communications.The partnership will focus on contributing to key industry conversations and supporting platforms that bring together senior professionals and emerging talent. Through this, both organisations aim to encourage more considered, effective approaches to modern communications.Gregg Fray, Owner of Seven Media, said: “Our work with PRCA MENA has always been grounded in a shared view of where the industry is headed. Innovation is not a standalone function. It sits within how we approach challenges, how we develop ideas and how we deliver for clients. Continuing this partnership with the PRCA MENA gives us the opportunity to support that thinking across the wider community.”Conrad Egbert, Head of PRCA MENA, said: “Partnerships like this are most effective when there is a clear alignment in how both sides see the industry evolving. Seven Media has been consistent in its approach and contribution, and this renewal allows us to build on that foundation in a more focused manner.”The renewal comes amidst growing regional influence of both the PRCA MENA and Seven Media through meaningful dialogues, events and research.