UAE leads in transformation communication, PROI report reveals

NorthStar Insights has been appointed as a media partner for SuperReturn Middle East 2026, organised by Informa. The private capital gathering convenes more than 600 senior decision-makers, which takes place from 13 to 15 October 2026 at The Ritz-Carlton, DIFC, Dubai.

The firm will lead press and media relations for the event, delivering a dedicated media strategy, senior journalist engagement across regional and international financial media and coverage support throughout the conference cycle, working directly with Informa's marketing team from through to October.

"Gulf capital is being scrutinised in a way it has not been before, as investors, policymakers, and the international press try to read a region navigating conflict, recalibrating its economic ambitions, and deepening its footprint across Asia and the West. The quality of that coverage matters. SuperReturn Middle East is where the most consequential conversations in private capital happen and we are proud to help ensure they reach the audiences that need to hear them," said Arth Malani, Founder and CEO of NorthStar Insights.

“As private capital in the Gulf navigates an inflection point, NorthStar Insights' appointment reflects a growing recognition that how the region's investment story is told matters as much as the capital flows themselves.

A representative from SuperReturn Middle East said, “We are delighted to partner with NorthStar Insights to build visibility for SuperReturn's flagship Middle East event. The region is embarking on a new chapter, and having the right partner to help shed light on the key debates and conversations is more important than ever. Working with NorthStar will allow us to deepen our visibility and coverage across the market helping position SuperReturn Middle East as the platform to turbocharge this new phase of dealmaking in the region and beyond."

Marriott International has appointed Swen Ehlender as Cluster Director of Sales & Marketing across The Red Sea and AMAALA. In his new position, he is responsible for overseeing sales and marketing strategy, including PR across Marriott International’s luxury portfolio at The Red Sea and AMAALA, supporting continued growth, strengthening market presence, and driving commercial performance across the destinations.

Swen brings experience in luxury hospitality and commercial leadership to the role. Most recently, he served as Commercial Director at Four Seasons Hotel Riyadh at Kingdom Centre. His career has spanned international hospitality groups across Europe, the Middle East and Türkiye, including at Mandarin Oriental Hotel Group, InterContinental Hotels Group, Kerzner International, One&Only Resorts, Atlantis Resorts, and Four Seasons Hotels and Resorts.

“Joining Marriott International Luxury Group at this pivotal stage of growth across The Red Sea and AMAALA is an exciting opportunity,” said Swen. “To not only witness the transformation taking place across the Kingdom, but to play a part in it, is incredibly rewarding. I have always believed that great businesses are built by great people, and I am passionate about empowering Saudi talent, building strong teams, and supporting the next generation of hospitality leaders while continuing to elevate these extraordinary destinations.”

“Swen’s appointment reflects our commitment to attracting world-class talent as we continue to expand our luxury portfolio,” said Tony Coveney, Area General Manager, Marriott Red Sea Region. “His extensive experience across international hospitality brands, combined with his strong commercial leadership and understanding of the region, will be invaluable as we continue to grow and evolve our presence at The Red Sea and AMAALA.”

Abu Dhabi-based marketing and media agency 9Yards Communications has appointed Omar Sarieddine as Chief Executive Officer.

With more than 28 years of experience in business leadership, operations, and strategic marketing, Sarieddine assumed the leadership of 9Yards Communications following his tenure as the agency’s Deputy CEO and previous service as Chief Operating Officer.

Since joining the company in 2020, he has played a pivotal role in driving its growth, leading the expansion of its commercial and operational strategies, and strengthening its market position.

As CEO, Sarieddine will have full operational ownership and direction of the agency, with key and immediate responsibilities including ongoing regional and international expansion efforts. This includes managing existing operations in the MENA region, and its hubs in London, Cairo, and New York.

Commenting on this new role, Hussam Almulhem, Group CEO of 9Yards Holding, said, "Since joining 9Yards, Omar’s strategic acumen, vision, and relentless commitment to our core mission have all played a crucial role in our ongoing evolution as an agency.”

"To this end, I have every confidence that Omar is the perfect choice to lead the agency forward and ensure we remain at the forefront of the integrated communications industry, both regionally and internationally."

In response to his appointment, Sarieddine commented, " 9Yards Communications witnessed an extraordinary journey, which took it from a local start-up into a global competitor."

“I look forward to adding new achievements and milestones, which will be announced before the end of this year. This will be supported by furthering the founding vision and mission of the firm – to create, disrupt, and challenge industry norms, in the best interests of our clients – in every global location, and in every local community we serve.”