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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." 

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."

Marriott International has appointed Swen Ehlender as Cluster Director of Sales & Marketing across The Red Sea and AMAALA. In his new position, he is responsible for overseeing sales and marketing strategy, including PR across Marriott International’s luxury portfolio at The Red Sea and AMAALA, supporting continued growth, strengthening market presence, and driving commercial performance across the destinations.

Swen brings experience in luxury hospitality and commercial leadership to the role. Most recently, he served as Commercial Director at Four Seasons Hotel Riyadh at Kingdom Centre. His career has spanned international hospitality groups across Europe, the Middle East and Türkiye, including at Mandarin Oriental Hotel Group, InterContinental Hotels Group, Kerzner International, One&Only Resorts, Atlantis Resorts, and Four Seasons Hotels and Resorts.

“Joining Marriott International Luxury Group at this pivotal stage of growth across The Red Sea and AMAALA is an exciting opportunity,” said Swen. “To not only witness the transformation taking place across the Kingdom, but to play a part in it, is incredibly rewarding. I have always believed that great businesses are built by great people, and I am passionate about empowering Saudi talent, building strong teams, and supporting the next generation of hospitality leaders while continuing to elevate these extraordinary destinations.”

“Swen’s appointment reflects our commitment to attracting world-class talent as we continue to expand our luxury portfolio,” said Tony Coveney, Area General Manager, Marriott Red Sea Region. “His extensive experience across international hospitality brands, combined with his strong commercial leadership and understanding of the region, will be invaluable as we continue to grow and evolve our presence at The Red Sea and AMAALA.”