Beyond certification: How storytelling is building trust in halal tourism

Narrative Shapers has launched in Riyadh, offering communications advisory services, media and communications training, and event support across the Gulf. Founded by Alex Malouf, an industry veteran who has worked across the region for 25 years, the advisory was formed to help executives, founders, or officials in the Gulf region tell their story internationally.

“This region has such powerful stories, of change, of growth and of transformation, and we owe it to tell those stories to the wider world, so that audiences globally can know more about all the positive developments which are happening here. Narrative Shapers will help with bridging this gap, so that we can raise awareness of the success of national initiatives such as Vision 2030," said Alex.

"The more that the world understands this region and its people, the more opportunities will arise in areas such as foreign direct investment, in foreign real estate ownership, and inbound tourism."  

Edelman Smithfield has announced a series of senior promotions and appointments across its Middle East business.

The firm has promoted Dhanya Issac (pictured left) to Managing Director, Edelman Smithfield Middle East. In this expanded regional role, she continues to lead the firm’s capital markets advisory offering, while playing a broader role in strengthening Edelman Smithfield’s financial communications and strategic advisory platform across the Middle East.

Dhanya provides senior counsel to sovereign entities, financial institutions, listed companies and global investors on reputation, stakeholder engagement and strategic communications across public and private markets. Her work spans IPOs, M&As, capital raising, investor relations, transaction communications and special situations. She also leads Edelman Smithfield’s Dubai office and will continue to support the development of regional talent and integrated client advisory across the business.

Tarek Zahnan (pictured centre) has also been promoted to Senior Director, reflecting his expanded leadership remit across Edelman Smithfield’s Middle East business. Since joining Edelman in 2022, he has led strategic advisory for ADGM, overseeing communications support for Abu Dhabi’s international financial centre and playing a central role in strengthening ADGM’s global profile. With more than two decades of experience spanning financial communications, media and journalism, Tarek continues to drive high-impact client counsel and deliver integrated support across priority mandates.

Alongside internal promotions, Edelman Smithfield has appointed Pia Pennyfather (pictured right) as Director within its Middle East practice, joining from Barclays in London. She brings expertise in investment banking, investor relations, fintech, and central banks, having previously served at the Bank of England.

Alex Simmons, Head of EMEA, Edelman Smithfield, said, “Over the past five years, we’ve made a sustained investment in our people and in the clients we serve across the Middle East, building a platform with deep sector expertise and the senior counsel the market increasingly demands. Dhanya’s promotion to Managing Director is a natural next step as we continue to strengthen regional leadership. Together with Tarek’s promotion and Pia’s appointment, these moves reinforce our long-term commitment to the region and ensure we keep investing in the capabilities our clients need.”

Simon Hailes, Head of Edelman Smithfield Middle East, said, “With expert talent of the highest calibre, Edelman Smithfield has achieved record growth in the Middle East - becoming a trusted financial communications advisor to clients and building momentum through a strong team culture. These promotions and appointments reflect the depth of our bench and our focus on the region: developing talent from within, bringing in international expertise, and supporting the next generation of communications professionals as we expand our presence.” 

Publsh Group has appointed Fatema Ali as Director of Social Media. In this role, she supports the company’s expansion into a fully integrated media engine and works across PR / socials for all the agency's PR clients.

Prior to joining Publsh, she played a key role in enhancing the digital presence of one of Dubai’s real estate groups, haus & haus, and bridging the gap between communications and modern storytelling for clients, including Address Hotels, Abu Dhabi Terminals, Kempinski, and the Department of Culture and Tourism. Fatema also led social strategy and creative direction for key portfolios, including BMW Motorrad Middle East and IHG Hotels & Resorts.

"Having worked across different high-level industries and multi-brand portfolios, I’ve seen that what cuts through isn’t over-produced content, it’s clarity, context, and a real understanding of the audience,” said Fatema. “There’s a misconception that authority needs to sound corporate. In reality, the brands that become most memorable are the ones that can balance both clarity and confidence. Not performative or trying to sound like a brand - just real, human communication.”

Kushal Desai, Managing Director and Co-founder of Publsh Group, added, "Fatema is a rare talent who understands that social media is no longer just a megaphone for PR, but the very heartbeat of a brand’s identity. Her appointment is central to our expansion goals and we look forward to reimagining how stories are told and experienced across the Middle East."