Deandra Shivana steps up into new role

M+C Saatchi Sport & Entertainment has been appointed global PR agency of record for HUGO BOSS’s brands, BOSS and HUGO.

The agency will support BOSS and HUGO’s brand communications team to help define brand communications directives globally and across key markets including the UK, US, and DACH.

M+C Saatchi Sport & Entertainment will work for BOSS and HUGO on product and campaign launches, sporting partnerships, fashion shows, global events, retail activations, and store openings. The agency will also help support the brands’ positioning across fashion, sport, and culture through earned media, strategic partnerships, and editorial opportunities.

James Foster, SVP Global Marketing at HUGO BOSS, said: "As we look to accelerate the next phase of growth for our brands, it was important to find an accomplished, like-minded partner that could bring together strategic thinking, cultural expertise and international scale.

“M+C Saatchi Sport & Entertainment demonstrated a deep understanding of our brands, our vision and the audiences we want to reach. Their experience across fashion, sport and culture, combined with a truly connected global approach, made them the ideal partner as we continue to strengthen the presence and perception of BOSS and HUGO worldwide."

Laura Coller, UK CEO of M+C Saatchi Sport & Entertainment, said: "As two of the world’s most recognisable premium fashion and lifestyle brands, BOSS and HUGO represent a significant addition to our portfolio. We can’t wait to start our journey with the team and evolve and expand these iconic brands into new and exciting spaces together.”

Robin Clarke, Global CEO of M+C Saatchi Sport & Entertainment said, “Leading both global and local responsibilities through one integrated international team is a key strength of ours, and we're excited to be part of bringing the vision of BOSS and HUGO to life in markets around the world." 

Rosie Dann has joined the team at ghd as PR, Influencer and Events Manager. She has recently finished a stint at pressed. PR as Account Manager, following more than three years at AMPR. 

NorthStar Insights has been appointed as a media partner for SuperReturn Middle East 2026, organised by Informa. The private capital gathering convenes more than 600 senior decision-makers, which takes place from 13 to 15 October 2026 at The Ritz-Carlton, DIFC, Dubai.

The firm will lead press and media relations for the event, delivering a dedicated media strategy, senior journalist engagement across regional and international financial media and coverage support throughout the conference cycle, working directly with Informa's marketing team from through to October.

"Gulf capital is being scrutinised in a way it has not been before, as investors, policymakers, and the international press try to read a region navigating conflict, recalibrating its economic ambitions, and deepening its footprint across Asia and the West. The quality of that coverage matters. SuperReturn Middle East is where the most consequential conversations in private capital happen and we are proud to help ensure they reach the audiences that need to hear them," said Arth Malani, Founder and CEO of NorthStar Insights.

“As private capital in the Gulf navigates an inflection point, NorthStar Insights' appointment reflects a growing recognition that how the region's investment story is told matters as much as the capital flows themselves.

A representative from SuperReturn Middle East said, “We are delighted to partner with NorthStar Insights to build visibility for SuperReturn's flagship Middle East event. The region is embarking on a new chapter, and having the right partner to help shed light on the key debates and conversations is more important than ever. Working with NorthStar will allow us to deepen our visibility and coverage across the market helping position SuperReturn Middle East as the platform to turbocharge this new phase of dealmaking in the region and beyond."