Katch International has appointed two senior figures and launched an in-house content creation division as part of a broader restructuring of its service offering.
Zeinoun Aridi joins as Associate Account Director, bringing more than 12 years of communications experience across the GCC. His background spans hospitality, lifestyle, entertainment and destination development, with previous work including British Airways, BMW, Rolls-Royce, The Ritz-Carlton and Red Sea Global Hospitality, where he was involved in the launches of several destinations under the Red Sea Project portfolio. At Katch, he will focus on senior counsel and strategic communications across the PR division.
Evelyne Marie Moussallem has been appointed Head of Social, highlighting the agency's push to expand its social media and digital output. With over a decade of UAE market experience and a background in finance, she will lead social and paid media strategy agency-wide. Her previous clients include Costa Coffee, MMI Dubai, Cove Beach and Hilton.
Group PR Director Dhara Bhatia described the appointments as a deliberate investment in the future direction of regional communications, adding that both hires bring experience and perspective that will strengthen how the agency delivers integrated work for clients. She said: "Zeinoun and Eve each have a depth of experience and a different perspective that will strengthen how we deliver integrated, insight-led work for our clients. This is about elevating what we already do well, while continuing to push the boundaries of what modern PR and social storytelling can achieve."
In addition to the hires, Katch has established a fully in-house content creation team covering videography, photography, editing and short-form social production – consolidating what was previously handled across external suppliers into a single integrated function.
The agency has also launched a redesigned website intended to reflect its updated positioning and expanded capabilities across PR, social, content and experiential communications.