PRCA MENA Growth Pulse Report 2026

Edelman has been appointed as the public relations agency for the Singapore Tourism Board (STB). The agency is tasked with overseeing STB’s always-on PR activities, including strategic planning, media engagement, issue and crisis counsel, digital amplification, and monitoring and measurement.

Edelman will also deliver earned-led communications for priority marketing initiatives across leisure travel, business travel, and meetings, incentives, conferences, and exhibitions (MICE).

The partnership focusses on strengthening storytelling, enhancing media relations, increasing online visibility and measuring communications effectiveness in support of STB’s Tourism 2040 roadmap, with the aim of elevating Singapore’s profile as a global destination.

Delicia Tan, Edelman’s CEO for Singapore, Hong Kong and Taiwan, said: “Singapore is one of the world’s most dynamic and forward-looking destinations. We are proud to partner with the Singapore Tourism Board and look forward to applying our integrated communications expertise to help tell Singapore’s story in a way that is relevant, compelling and culturally resonant.”

Strategic public relations and communications agency, Narrative Communications, has officially launched a Sydney base. This comes as part of a broader growth strategy led by Principal, Lahra Carey, who will be based between Melbourne and Sydney.

Lahra said the addition of dedicated Sydney resources will enable Narrative to strengthen its presence in the Australian market.

“Opening a Sydney base is a natural next step for Narrative. We already work with clients across Australia, so having a physical presence in Sydney allows us to strengthen those relationships, attract new partnerships, and continue delivering strategic, high-impact communications support at scale,” she said.

The Sydney office will be led by newly appointed Sydney Director, Sophie Mullen, who recently relocated from London. She will work closely with both Narrative and its sister agency, NewsFlash Media, across corporate and strategic communications, reputation management, crisis advisory, and executive media training.

Sophie brings experience across corporate communications, reputation management, and issues and crisis management, spanning the technology, infrastructure and financial services sectors. Prior to joining Narrative, she held senior corporate communications roles at Deliveroo in the UK and Ireland, and advised a range of clients during her time at Hanbury Strategy and Burson.

Sophie said: "Narrative has built a strong reputation for thoughtful, strategic work with clients across Australia and opening a Sydney office reflects the next phase of that work. I’m incredibly excited to be building a team of local experts who will help our clients navigate complex communications challenges."

Gambit Communications has been appointed Red Bull’s PR representative in the Middle East region. The account was won by Gambit Pulse, the agency’s trends division, focused on momentum, disruption, and high-impact storytelling.
 
“I can’t think of any brand in the world that pushes the limits of human endeavour the way Red Bull does," said Founder & CEO of Gambit Communications, Jamal Almawed. 

"In the past couple of months alone we’ve had the chance to support their PR efforts in the world’s biggest game of Tetris (done with Drones and the Dubai Frame!), the UAE’s first interactive LED basketball court, a ‘creators vs DJs’ football match, and a historic athlete moment where an NBA shooting coach landed a three-pointer from a helicopter into a hoop on Atlantis The Palm. It’s a privilege to tell these stories, and there is a lot more to come!”