2025 MEPRA Qatar Leadership Majlis: Outlook for PR in the Middle East

After more than six years with SEC Newgate Middle East, Giada Dionisio has moved to an in-house role and joined FerriFirenze. As Press & Celebrities Manager at the Italian handcrafted jewellery maison, she leads the brand's international PR strategy, overseeing global media relations, KOL partnerships, celebrity dressing, and high-profile jewellery placements for red carpets and key international events, supporting FerriFirenze's continued global expansion.

At SEC Newgate Middle East, Giada led integrated PR and communications strategies for luxury and lifestyle brands, including Max Mara Group, Clinique La Prairie, Istituto Marangoni, and Level Shoes. Prior to that, she was based in Milan in a product marketing role for Giorgio Armani's beauty line.

"Joining FerriFirenze is an exciting opportunity to bring together everything I've learned throughout my career in communications with a brand that embodies exceptional craftsmanship, creativity, and authentic Italian heritage. I'm looking forward to strengthening the maison's global visibility while building meaningful relationships with media, tastemakers, and talents around the world," said Giada.

Andrew Bradley has joined drug reform advocacy group, Unharm, as Media and Public Affairs Director. He was at Uniting for three years as Media and Public Affairs Manager. Prior to this, Andrew worked in various consultancies, was a media advisor for a number of government departments and politicians, as well as working internationally for the European Climate Foundation.

Mazarine, an independent global creative group founded by Paul-Emmanuel Reiffers, specialising in fashion, luxury, art and culture, has announced the acquisition of  international PR and digital agency, Bacchus.

Bacchus provides Mazarine Group with expertise in corporate and consumer communications as well as reputation and crisis management.

By joining hands, Bacchus and Mazarine can now mobilise VICs (Very Important Clients) for the events created by the Group and its subsidiaries: Mazarine Experience, La Mode en Images and Arter, drawing on its UHNW (Ultra High Net Worth) network. Beyond creating VIC events, Mazarine will now offer the ability to identify and attract the ideal prospects to attend through a strategic communications plan.

Paul-Emmanuel, Founder and CEO, Mazarine Group, commented, "Bacchus is the ideal Public Relations and VIC partner; our complementary areas of expertise and our expanded international reach allow us to go even further for the luxury clients we share. We will be the first to offer creative and communications services combined with VIC engagement. Our understanding of the global market and our strengthened presence enable us to adapt effectively to evolving target markets and behaviours. Our shared ambition was clear from our very first meeting, and I am delighted to welcome all the teams into our group."

Anouschka Menzies, Co-founder of Bacchus, adds, "In an ever-changing luxury communications landscape, the ability to influence audiences directly while building compelling brand narratives is critical to delivering meaningful commercial impact. Since inception, this has been precisely where Bacchus excels. Joining Mazarine gives us an advantage that other agencies cannot replicate. Strategic introductions and access to influential audiences have always been an essential part of our advisory offering. Our UHNW network is as valuable as our trusted relationships with senior editorial leadership internationally."

Established in 1998, Bacchus was co-founded in London by Anouschka Menzies and Charlotte Lurot, who lead the agency today alongside co-CEO Daize Washbourn. The agency has advised global brands, destinations and entrepreneurs, including Diageo Luxury Group, Four Seasons, Red Sea Global Residential, Six Senses, Technogym, RH, Auberge Resorts Collection, Victoria & Albert Museum, Zuma Group, Discovery Land Company, Global Design Forum, London Design Festival, London Fashion Week and Monte-Carlo Société des Bains de Mer.