Independent full-service communications firm, Action Global Communications, has been reappointed PR agency by its former clients, Joe & the Juice and Sarood Hospitality.

Joe & the Juice launched in the UAE three years ago. The brand currently has 27 outlets across the Emirates and plans to expand and increase market awareness by opening up to 50 more outlets, with support from Action.

Dubai-owned Sarood Hospitality operates a portfolio of five concept restaurants: The Bolt Hole, The Duck Hook, Hillhouse Brasserie, The Noodle House, and Trattoria. The new appointment sees the agency look after Sarood Hospitality’s corporate communications, as well as helping drive growth and awareness for The Noodle House and Trattoria.

“Our experience and sector expertise evidently positions us as an ideal partner for F&B brands wanting to heighten their integrated communications activities across the UAE,” said Camilla d’Abo, Managing Director UAE at Action Global Communications. “We know F&B is an incredibly competitive sector, yet we understand these brands intimately and believe we have the ingredients to create culinary magic for Joe & the Juice and Sarood Hospitality over the coming years.”

Action UAE hospitality client portfolio includes Waldorf Astoria properties in DIFC and on Palm Jumeirah, IHG Hotels & Resorts, Al Ghurair Investments - including its Flayva food hall and other F&B venues, Embassy Suites by Hilton Business Bay, and Hilton Garden Inn. The agency also oversees communications for the Dubai Department of Economy and Tourism (DET) and its divisions.

Ketty Ooi has been elevated to Assistant Director of Marketing Communications at Penang Marriott Hotel and Marriott Executive Apartments Penang. Based in Malaysia, she leads communications and marketing, overseeing public relations, digital, social media, F&B marketing, and advertising initiatives.

Ketty first joined the team as a Manager, after spending three years with Courtyard by Marriott Penang.

Independent PR agency, Agent99, has secured a series of new client wins in the new quarter, spanning wellness, lifestyle, AI, and thought leadership:

• Australian immersive sound medicine studio, Frequency Lab, has tapped the agency to spearhead an announcement campaign, drive awareness through media and influencer engagement, and profile founder Kim Williams as an expert in the field.
• Australian technology company, Digital Armour, has appointed Agent99 for the launch of its new offering, Impact40. The agency will support the launch by profiling Digital Armour's CEO and Co-Founder, Maria Padisetti, on AI’s impact on Australian businesses.
• The Hatchery is continuing its partnership with Agent99 to lead PR for its 2026 Women UNLIMITED Leadership Summit. The agency will be focusing on driving attendance, and managing thought leadership and profiling opportunities for the summit's list of speakers.
• Australian hard coolers and drinkware brand, Kodiak, has signed with the agency for a consumer-facing campaign.
• In partnership with Fleur & Co., Agent99 will support the inaugural Southern Sydney Marine Expo event, celebrating the new Marina Bayside in Taren Point.

Founder and Director of Agent99, Sharon Zeev Poole, said: "As we enter the final months of 2025, we're seeing real momentum across several promising sectors, particularly in the wellness and AI space.

"We look forward to executing dynamic campaigns for these new clients and growing our roster in these speciality areas."

In addition to these new appointments, the agency has also celebrated ongoing client relationships in the lifestyle and consumer space with Click Frenzy and Hunter Valley Gardens re-signing for new campaigns.