PRCA MENA has restructured its board framework, appointing new members to both its Advisory and Strategy Boards.
The new structure is built around three priorities: the responsible adoption of artificial intelligence, the elevation of Arabic language standards in professional communications, and a re-commitment to industry culture and accountability.
Ahmad Itani, founder and CEO of Cicero & Bernay, remains in his position as Chair of the Advisory Board, while Imad Lahad, Global Chair of AI and Intelligence at APCO, steps into the new role of Chair of the Strategy Board.
Speaking on his appointment, Itani said: "This board is not symbolic and is designed to actively contribute to raise the bar, set clearer benchmarks, encourage better practices, and ensure that our industry evolves with both discipline and ambition.”
He added: "This new board has been carefully structured bringing together individuals who are deeply rooted in the region, with shared commitment to its growth through responsibility, alignment, and the ability to drive meaningful impact at an industry level."
On his mandate, Lahad said: "The Strategy Board exists to ensure that our MENA strategy delivers real impact. Our focus is on execution, accountability and raising the bar across the industry.”
Conrad Egbert, Head of PRCA MENA, said of the change: "The industry in this region is evolving quickly with a need to address culture, artificial intelligence and the role of the Arabic language with discipline and intent."
The restructuring follows a strategic review of PRCA's regional priorities, which centre on growing awareness of and investment in PR services, while driving up global professional standards. Egbert added that if the strategy delivers measurable results in the UAE, it will inform how PRCA MENA scales its approach across the broader region.
Who's on the boards
The newly appointed Advisory Board brings together senior client-side leaders from across the UAE, coming from financial services, government, healthcare, consumer goods and the arts. Members include Amina Taher (WIO Bank), Faheem Ahamed (G42), Huda Buhumaid (Dubai Holding), Khaled AlShehhi (UAE Media Office), Maitha Ahmed (PureHealth), Nahla Kamal (Nestlé MENA), Nicholas Sandham (Alshaya Group), Shaikha Alaraimi (Securities and Commodities Authority), Shaima Al Suwaidi (Dubai Culture & Arts Authority) and Taif Al Amiri (Ministry of Higher Education and Scientific Research).
The Strategy Board brings together managing directors and founders from some of the region's most prominent communications consultancies. Members include Alice Walker (Four Agency), Ashraf Shakah (Memac Ogilvy), Barry King (Action Global Saudi Arabia), Claire Micheletti (Cosmopole Consultancy), David Kingsmill-Moore (Edelman UAE), Gregg Fray (Seven Media), Loretta Ahmed (Houbara Communications), MacLean Brodie (MSL Group Middle East) and Sophie Simpson (Ruder Finn Atteline).
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