Folgate Advisors sets up Middle East practice

talabat has welcomed Ahmed Mahsoub as Regional Communications Manager, based in Dubai. In his new role, he will support regional external and corporate communications across talabat’s operating markets, including the UAE, Egypt, Qatar, Bahrain, Oman, Kuwait, Jordan, and Iraq.

Ahmed joins from Weber Shandwick MENAT in Dubai, where he most recently served as Senior Manager for Client Experience. Prior to relocating to the UAE, he was based in Cairo, Egypt, where he held several communications and public relations roles with organisations including Cemex Egypt, NI Capital, and POD Egypt.

Commenting on his appointment, Chama Moumile, Regional Director of Communications at talabat, said, "We are pleased to welcome Ahmed to talabat’s regional communications team. As we continue to grow across the MENA region, strong and thoughtful storytelling is more important than ever. Ahmed brings valuable regional experience and a deep understanding of the media landscape, which will help further strengthen talabat’s voice and engagement across our markets."

Ahmed said, "I’m excited to join talabat at a time when the brand continues to grow and deepen its connection with customers and communities across the region. I look forward to further strengthening the company’s storytelling, building meaningful media partnerships, and highlighting the innovation and impact that define talabat across our markets". 

APAC strategic communications consultancy, The PR Group (PRG), has strengthened its partnership with Australian AI healthcare company, Heidi, expanding its remit across APAC. The agency has been working with Heidi since its early scale-up phase, including leading global communications for the company's funding round in 2025.

Under the expanded remit, PRG will now lead communications across Southeast Asia and North Asia from its Singapore hub, while continuing support in Australia and New Zealand. The scope includes strategic communications, executive profiling, earned media, reputation and issues management, and narrative positioning to support global expansion and growth.

CEO of The PR Group, Caroline Shawyer, said:

"We've worked with Heidi since its early days, and it's been a privilege to support the company at every stage of its growth. As the business has scaled, so has the complexity of its communications. This expanded regional remit reflects the trust built between our teams."

"In an environment of constant scrutiny, AI disruption, and an evolving news cycle, reputation can’t be managed reactively. It needs to be built, protected, and governed at the highest level. That’s where we see strategic communications adding value, embedded in leadership and enabling board-level decision-making. PRG is well equipped to support high-growth companies through reputation milestones, including market entry, stakeholder engagement, and trust-building."

Reputation Works has launched SustainScore, a greenwashing audit service designed to help Asia Pacific companies validate their sustainability communications before regulators, investors, or customers can challenge them.


According to Reputation Works, greenwashing scrutiny is intensifying across Asia Pacific and its key trading partners. Mainland China, Singapore, South Korea, and Hong Kong have all put in place - or announced plans to implement - mandatory climate reporting, most aligned with ISSB-requirements.

“Too many businesses in this region find themselves caught between two worlds,” said Mark Jackson, Managing Director of Reputation Works. “They know sustainability matters to their stakeholders, but they're terrified of getting the messaging wrong. SustainScore gives them the confidence to speak up without the fear of being called out.”

SustainScore aims to address this challenge by auditing sustainability communications across areas, from claim substantiation to regulatory alignment. The service reviews materials that typically contain sustainability claims: annual reports, websites, investor decks, press releases, and campaign content. Each claim is then tagged for supporting evidence, including methodology, data sources, verification, and revision protocols. High-risk gaps are flagged against specific regulatory frameworks in a company's key markets. 

“What we've built sits in the gap between informal PR advice and heavy legal compliance work,” Mark continued. “Most communications teams know they need to tighten their claims, but they don't have a structured way to do it. And most compliance teams understand the regulations but struggle to translate that into practical communications guidance. SustainScore gives you both: a clear view of where you stand today and a roadmap to fix it before anyone else notices the problem.”