From National Heroes to Global Brands: Why the Middle East has Emerged as a PR Powerhouse

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05 February 2020

09:30 AM

The Middle East is changing dramatically, becoming an increasingly important player economically, politically and socially. It is now a strategic market for all global industries, in particular Public Relations. 

In 2019, the most impactful announcement for the region was the ARAMCO IPO, valued as the largest company in the world with its US$2 trillion valuation.  In 2020, the region will be the center of the world with the EXPO2020 taking place in Dubai as well as the G20 meetings happening in Saudi Arabia. The World Cup in Doha in 2022 and the World Bank/IMF annual meetings in Marrakesh in 2021 will further accentuate the changing Middle Eastern narrative. 

For the Public Relations industry, this has been a massive opportunity driving growth, both in the PR agency sector and inhouse departments for brands such as Emirates, Mubadala, ADNOC and Public Investment Fund. 

To discuss the changing dynamics in the market, the opening panel of the PRovoke MENA 2020 moderated by Sunil John, Founder, ASDA’A BCW and President – Middle East, BCW will include:

·      Boutros Boutros, Divisional Senior Vice President - Corporate Communications, Emirates

·      Huda Buhumaid, Chief Marketing Officer, Dubai Holding, UAE

·      Omar Zaafrani, Senior Vice President, Group Communications & Corporate Social Responsibility, ADNOC, UAE

·      Umayma Abubakar, Director of Internal Corporate Relations, Mubadala, UAE

Moderator and Speakers