What we actually do in the region.

We run earned media programmes across the UAE, Saudi Arabia, Kuwait, Bahrain, Qatar and Egypt. That means building genuine media relationships, not distributing press releases and hoping. Our Dubai team works alongside a network of regional editors, lifestyle journalists, broadcast producers and digital creators who we've built trust with over years of operating in-market. When we pitch a story, it lands because we understand what each outlet needs and how each editor thinks. We've placed clients in Time Out Dubai, Vogue Arabia, Harper's Bazaar Arabia, Khaleej Times, The National, Arabian Business, Condé Nast Traveller ME and across the Arabic-language press. Coverage isn't the output. Relevance is.

Hospitality and drinks PR with a track record that holds up.

Our regional client base skews heavily toward luxury hospitality and premium spirits — not by accident. These are categories where earned credibility compounds. A glowing review in the right outlet doesn't just drive covers or footfall for a week; it anchors brand perception for years. We've delivered the PR strategy behind hotel pre-openings, restaurant launches, bar programme reveals and brand activations across the Gulf. On the drinks side, we hold the AMEA mandate for Patrón Tequila and work across Bacardi's premium portfolio including Grey Goose and Bombay Sapphire in the region. That's not volume work. That's category-defining brand work done carefully and consistently. For Grey Goose, our earned programme delivered 670% YoY growth in media output. For Don Julio, 129% sales uplift tracked against the campaign period. These numbers reflect strategy, not luck.

Why most international agencies get the Middle East wrong.

The most common mistake we see from agencies parachuting into the region is treating it as a single media market with a single playbook. It isn't. The UAE media ecosystem — mature, multilingual, with a dense international press corps in Dubai — operates differently from Saudi Arabia, where national media holds significant authority and local credibility matters enormously. Audiences in Qatar and Kuwait have their own editorial preferences and consumption habits. An agency running one regional distribution list and calling it Middle East PR is doing their clients a disservice. We maintain separate media contacts, pitch logic and narrative framing by market. We also understand the cultural registers that determine whether a story lands as sophisticated or tone-deaf. That judgment comes from being present in the region, not from reading about it.

What a retained programme with us looks like.

We work primarily on retained engagements rather than project-by-project campaigns. That's a deliberate position. Earned media is cumulative. The best coverage comes from relationships built over time, from journalists who know your brand, trust your communication and come to you first when they need a source or a story. One-off campaigns can generate a spike. Retained programmes build positioning. A typical retainer with our Middle East team covers proactive media outreach, reactive press management, launch and event PR, spokesperson support, media briefings, crisis communications readiness and monthly performance reporting. We are not a press office. We are a strategic communications partner embedded in the region's media landscape.

Common questions.

Q: Do you need a physical presence in the UAE to run effective Middle East PR?

A: For sustained regional programmes, yes — presence matters. Anyone claiming otherwise is selling you a media list and an email tool. Our Dubai office gives us genuine proximity to regional media, the ability to host and attend events, and the kind of ongoing editor relationships that result in consistent placements rather than occasional wins. We're not a UK or Australian agency with a regional affiliate. We're operating in-market.

Q: Can you run both English and Arabic media outreach?

A: Yes. We operate across English and Arabic-language media with native-level fluency in both. The Arabic press in Saudi Arabia and the broader GCC is not a secondary consideration — for certain categories and audiences, it's the primary one. We don't treat Arabic outreach as a bolt-on.

Q: What categories do you work in most frequently in the region?

A: Luxury hospitality, premium spirits and drinks, lifestyle, destination and property. These are the categories where earned media has the highest leverage and where we have the deepest existing media relationships. We are selective about categories we take on — if we don't have genuine expertise and contacts in your space, we'll tell you.

Q: How do you measure the value of a PR programme?

A: We track media volume, reach, sentiment, tier quality and share of voice against competitors. We also tie programmes to commercial outcomes where the data is available — occupancy, ADR, sales uplift, booking behaviour. Coverage in a tier-one outlet is the output. The outcome is what it does for your brand's position and your business's performance. We report on both.