Sophie King takes up an agency promotion

Full-service content marketing and PR agency, ENTHRAL, has repositioned itself as an earned-first agency. To support this, the agency has brought in five new appointments across its creative, production, and PR functions.

Hayden Isaacs has joined as Business Director, with a focus on the agency's earned-first creative and production offering. He made the move from Dentsu Creative and had previously held roles at WhiteGREY, Leo Burnett, Cummins & Partners, as well as in-house roles at CUB and Brown Brothers.

Tatsiana Baibak has been appointed as PR and Content Group Account Director in Melbourne, as previously reported on Telum.

In Sydney, Jade Glashoff has started as PR and Content Group Account Director. She was most recently Director for Brand USA, Australia and New Zealand at Gate 7. Jade also brings experience from prior roles at Hopeful Monsters and FleishmanHillard.

Paige McLaren and Sally Muul have also joined the team in Sydney as Senior Creative Producers.

ENTHRAL has also celebrated two new client wins, being named Australian and New Zealand communications agency of record for fitness-focused energy drink company, Celsius, as well as adding IHG Hotels & Resorts to its portfolio after a competitive pitch.

^{(Pictured, from left: Hayden Isaacs, Tatsiana Baibak, Jade Glashoff, Paige McLaren, and Sally Muul)} 

Aurora Kamenitz has been named Director of Communications at Singapore American School.

In this role, she leads the school's communications function, spanning internal and external communications, media relations, branding, marketing, and social media. Aurora brings more than two decades of communications experience across luxury hospitality and technology sectors in Singapore and New York. 

The Abu Dhabi Investment Office (ADIO) has appointed Fatima Al Kaabi as Head of Strategic Communications. In this role, she leads ADIO’s strategic and corporate communications, overseeing internal and external communications, messaging across priority sectors and clusters, and engagement with key stakeholders, in support of ADIO’s mandate to drive investment and economic diversification for Abu Dhabi’s long-term growth.

Fatima has been with the government institution since earlier this year. Prior to this, she was with Edelman Smithfield, where she specialised in financial communications, advising on high-impact mandates across capital markets, M&A, financial results, and reputation management for regional and international clients, including Department of Finance Abu Dhabi, ADGM, ADNOC Drilling, Borouge, ALTÉRRA, PureHealth, 2Point0 and BGI.

“Joining ADIO at this moment felt meaningful. Abu Dhabi is not just positioning itself globally, it is actively shaping what long-term, sustainable growth looks like, and doing so with clarity and intent. Being part of that, and contributing to how that story is told, is something I take real pride in," Fatima said.

"Strategic communications in this context go beyond visibility. It is about making ambition tangible, ensuring that what Abu Dhabi is building is clearly understood, trusted and relevant across markets. At its best, it connects policy, investment and industry into a narrative that holds weight and drives real impact. I look forward to playing a role in how Abu Dhabi continues to define its voice and engage the world on its own terms."

Amer Aïdi, Director of Strategic Comms, ADIO, said, “Fatima brings a strong private sector background and a clear understanding of how to position impact with clarity and credibility. This will be instrumental as we continue to strengthen Abu Dhabi’s value proposition on the global stage."

"Her appointment also reflects our commitment to investing in national talent. We believe in creating an environment where Emirati leaders are supported, challenged and given the platform to grow. Fatima is a strong example of that.”