Brazen MENA has been appointed as the official PR agency for global fashion brands Abercrombie & Fitch and Hollister in the Middle East region. The appointment marks the start of a long-term partnership, with Brazen already having delivered activation for Hollister in the market at the brand’s flagship Dubai Mall store.
The agency will amplify key upcoming moments for the brands in the region, including the McLaren partnership with Abercrombie & Fitch, alongside ongoing PR, activations, media engagement and influencer collaborations.
Abercrombie & Fitch’s Vice President of Marketing EMEA, Katie Adams, said, “We’re excited to work with the Brazen team to help us tell our brand stories in the Middle East. Their cultural understanding, creativity and proven track record in lifestyle PR made them the perfect fit to help us grow our presence and engage meaningfully with our customers in this important market.”
Louise Jacobson, Managing Partner at Brazen MENA, added: “Iconic fashion deserves iconic storytelling and that’s exactly what we’re delivering for Abercrombie & Fitch and Hollister in the MENA region. By aligning their global influence with our regional insight and lifestyle expertise, we’re creating culturally resonant campaigns that have already made an impact with audiences, and we’re only just getting started.”

Abercrombie & Fitch picks PR agency for ME region
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TEAM LEWIS strengthens presence in Greater China
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TEAM LEWIS has expanded its presence in Greater China with the appointment of Jeremy Jiang (pictured) in Shenzhen. This move is part of the agency’s commitment to supporting Chinese clients in reaching global audiences through communication, branding and marketing campaigns.
Jeremy joins as a Senior Business Development Manager. In this role, he focusses on expanding the agency’s footprint in the Greater China region while working with team members across Beijing, Guangzhou and Hong Kong.
“Shenzhen is at the forefront of global innovation and technology,” said Kate Kwan, Managing Director, Greater China Region, TEAM LEWIS.
She added, “Jeremy’s diverse experience, across both domestic and international agencies and renowned brands, means he brings with him an impressive track record in creating impactful campaigns for clients. I am confident that Jeremy will be a tremendous addition to the team and help bolster the growth of our Greater China footprint, enabling us to share the stories of even more remarkable Chinese brands across the world and deliver real business impact for our clients.”
TEAM LEWIS’ Senior Vice President, Asia Pacific, Keso Kendall, remarked, “This expansion highlights our continued focus on growth in the APAC region as we seek to deliver maximum impact for clients. With our vast global network, we can help Chinese brand capitalise on shifting market dynamics and deliver world-class campaigns that drive business results. Our teams work with many brands that are based in Shenzhen and Jeremy’s appointment follows our growth strategy of investing where our clients are to ensure face to face support and the opportunity to embed ourselves in their business.”
Amara Communications has been appointed as the communications partner for Spring of Life (Sol), an evidence-based menopause platform founded by Grace Oh.
Sol, which is set to launch later in 2025, has tasked the agency responsible for its public relations rollout across Asia.
Ayushi Kisani has taken on a new role at AKA Communications in the UAE, as Junior Account Manager. Ayushi joins the team, managing clients across the GCC region, including Metafoodies Group (Alba, Himitsu, Bisou, Alba Street), Maya Collection (MayaBay Dubai), Le Méridien Hotels & Resorts, and Junk Smash Burger.
Ayushi specialises in crafting content and securing strategic media placements for food & beverage sectors, as well as upscale travel & wellness brands. She has led PR campaigns for past clients such as Bungalo34, Cathay Pacific, COYA Dubai, Galaxy Bar, Jamavar Dubai, Joe & the Juice, Roberto’s and Salmon Guru. Other highlights include Sushi Art x Chef Gregoire Berger’s Omakase menu, the Bungalo34 x Ferragamo collaboration, and COYA Dubai’s 10-year anniversary celebration in partnership with Ounass.
“We are delighted to welcome Ayushi Kisani to our growing Dubai-based public relations team," commented Antony Rettie, Founder, AKA Communications.
"With her strong track record in strategic media relations and innovative content creation, we are confident that she will be instrumental in enhancing our client communications and furthering our mission to tell compelling stories that resonate with our audiences. We are excited to see the fresh perspectives and expertise she will bring to the team and look forward to achieving new successes together.”
Ayushi moved from Umami Comms, and before that, she worked at Action Global Communications.