Acorn Strategy, an integrated marketing and communications agency with a presence across the UAE, Asia, Australia, and the UK, has announced a new four-year scholarship program in partnership with the Future Communicators Foundation (FCF) and Murdoch University Dubai.The Acorn Strategy FCF Scholarship represents a US $10,000 investment over four years, offering US $2,500 annually to one senior student from the School of Media and Communication at Murdoch University Dubai. The scholarship is dedicated to fostering communication talent focused on sustainability and climate challenges, with the 2025 theme addressing “Water Sustainability and Desalination in the Desert.”“As a communications agency deeply committed to professional development and environmental stewardship, we are excited to launch this scholarship program,” said Kate Midttun, Founder and CEO of Acorn Strategy and Chairperson of the Middle East Public Relations Association (MERPA). “Water sustainability is a crucial issue for the UAE’s future, and effective communication will play a pivotal role in addressing these challenges. This scholarship reflects our dedication to cultivating strategic communicators who can drive meaningful change.”“This partnership with Murdoch University Dubai and the Future Communicators Foundation aligns perfectly with our core values at Acorn Strategy,” added Midttun. “We believe in the power of strategic communication to solve complex challenges, and we’re proud to invest in talent that will shape the future of our industry and region.”Professor Peter Waring, Pro Vice Chancellor Transnational Education and Acting Dubai Dean at Murdoch University Dubai, welcomed the collaboration, stating: “We are honoured that Acorn Strategy has chosen to invest in our students through this scholarship program. This initiative provides invaluable opportunities for our communication students to apply their skills to real-world sustainability challenges.”In addition to launching the scholarship, Kate Midttun has been appointed as a Global Trustee of the Future Communicators Foundation, joining leaders from prominent global agencies supporting similar initiatives worldwide. Acorn Strategy is also the first agency in the Middle East to become part of this esteemed global effort.

Kate Midttun, Founder and CEO of Acorn Strategy, has been appointed to the Board of Trustees of the Future Communicators Foundation (FCF). Midttun, a trailblazing entrepreneur who became the first female to receive Abu Dhabi’s prestigious Golden Visa, continues to lead Acorn Strategy, an award-winning communications agency based in the UAE. The agency is also partnering with FCF to offer an annual scholarship, providing aspiring communication leaders with financial support and mentorship to foster future talent in the industry.

The Middle East Public Relations Association (MEPRA) successfully hosted its 9th edition of the UAE Leadership Majlis. The prestigious event gathered more than 100 industry leaders, under the theme "The Potential and Dangers of Artificial Intelligence (AI)" at the New York University Abu Dhabi, The Arts Centre, Abu Dhabi. The event also saw the launch of the MEPRA AI Guidelines; Developed by MEPRA’s AI Committee the guidelines aim to provide a framework for using AI for communications professionals in the Middle East. The guidelines are intended to be used alongside direction, policies and references to help inform ethical and legal use of the technology in our working lives.The Leadership Majlis explored the multidimensional aspects of AI, where it hosted experts from across the industry that brought insight through the diversity of their expertise and knowledge. The Majlis provided the optimum platform to explore opportunities and solutions for the communications industry in supporting the ever evolving incorporation of AI in daily practices in the communications industry and beyond. “At G42, we are deeply committed to shaping the future of AI, ensuring it acts as a catalyst for positive change. MEPRA's event allowed us to have productive conversations about the opportunities and challenges brought forth by AI for communications and marketing professionals. AI is not just enhancing storytelling, streamlining processes and supporting creativity; it's redefining our thinking patterns, consumer behaviour and the way we communicate with one another. Our dedication to advancing these technologies responsibly underscores our mission, as we continue to innovate with a strong emphasis on ethical practices and societal well-being in collaboration with industry associations,” commented Faheem Ahamed, Group Chief Marketing and Communications Officer at G42Huda Buhumaid, Chief Impact Officer, Dubai Holding, and Jonty Summers, Managing Director, Hanover Middle East were honoured with the MEPRA Fellowship award for their outstanding contributions to the communications industry."As this year's MEPRA Majlis concludes, we are pleased that this year's theme 'The Potential and Dangers of Artificial Intelligence' produced profound discussions and insights that have emerged from our exploration of the event. It has not only served as a platform for thought leadership but also as a catalyst for actionable strategies within the communications industry. The engagement and enthusiasm from our community have been truly inspiring! Together, we have taken a significant step forward in understanding how AI can be harnessed responsibly to enhance our work and the businesses we support. MEPRA remains committed to leading these essential conversations, ensuring our members are at the cutting edge of communication trends and technologies." highlighted Kate Midttun, MEPRA Chairperson and Founder/CEO, Acorn Strategy."The MEPRA UAE Leadership Majlis 2024 partners included CARMA, Mubadala, and APCO.MEPRA is the leading industry body for the public relations and communications industry in the Middle East, with over 1,000 members. Founded in 2001, MEPRA drives growth, sets standards of excellence, and fosters a strong, connected community of PR professionals.