Action Global Communications has named Camilla d’Abo to head up its UAE operations.In this role, she takes on the mandate to grow the business, succeeding Euan Megson, who over the past decade, has scaled the firm into a team of over 100 across Dubai, Abu Dhabi, and beyond. Euan is now taking on the role of MENA Director, overseeing Action’s footprint across Qatar, Saudi Arabia, and the UAE.

With over 25 years in the business, Camilla has built and led agencies and advised global brands. Her portfolio includes being the Co-founder of DABO & CO until its acquisition by Edelman in 2015. After that, she went on to lead Edelman DABO, and then held senior leadership roles at APCO Worldwide and most recently, WPP's BPG UAE.

“Camilla’s arrival is a statement of intent,” said Euan. “She brings an entrepreneurial edge, global perspective, and a proven ability to lead agencies through growth and transformation.”

Camilla commented, “Action has heritage, talent and momentum. My vision is to build on that foundation and ensure the agency continues to set the benchmark for integrated communications in the Middle East.”

Government relations, business advisory and strategic communications firm, Basilinna, has elevated Essam Aljifri to the role of Senior Vice President. Based between Riyadh and London, he oversees Middle East strategic communications and policy advisory across government, business, and NGOs, while continuing his role as issues and crisis management specialist at the firm.

Essam joined Basilinna in 2024, following more than seven years at Edelman, where he last held the role of Vice President, Issues and Crisis Management, Middle East for Edelman Global Advisory. He also brings comms experience from Burson. 

Ambassador Yassir Elnaggar, Chairman of Middle East at the firm, said, “Essam exemplifies Basilinna’s insight-backed approach at the intersection of policy and communications. His leadership strengthens how we help clients navigate complexity and deliver outcomes that matter.”

“I’m honoured to step into this role and build on Basilinna’s mission - bringing policy fluency and strategic communications to support leaders driving transformation across the region,” commented Essam on his new appointment.

Strategic communications consultancy, New Narrative, has named Rashmi Jolly as Principal, Middle East. Based in Dubai, she serves the firm's financial and professional clients throughout the Middle East and Africa.

Rashmi brings over 20 years of experience from organisations in New York, London, Shanghai, Singapore, Zurich, and Dubai. She has worked in sales trading at Goldman Sachs, payments innovation at Mastercard, thought leadership at the Economist Intelligence Unit, and journalism at The Wall Street Journal. Most recently, she created transformational products, customer experiences, and AI solutions for Bain & Company.

“In today’s fast-changing environment, it is imperative that companies in the UAE elevate their thought leadership, excel at customer-centricity and create magnetic brands to stand out,” said Rashmi. “I’m excited to bring New Narrative’s global industry expertise, data-driven strategies and deep editorial skills to the market to amplify our clients’ presence and impact.”

“This is a natural step for New Narrative, and with Rashmi’s innovation mindset and broad experience, she’s a perfect fit,” said Joseph Chaney, Partner and Co-founder of the New Narrative Group. “Her leadership will strengthen our ability to serve clients in this rapidly evolving region and across our other global hubs.”