Cicero & Bernay Public Relations (C&B), part of Publinet, is continuing its aggressive expansion in the MENA region. By the end of 2018, it aims to have offices in 20 markets across the MENA region and beyond.
Its latest move sees it entering Egypt through an affiliation with Cairo-based media and PR agency Ingredients, which is part of the Egyptian Media Synergy. The announcement follows C&B’s recent move into Cyprus with MediaLife.
Maysa-Jana Atoui, director of business development at C&B, says, “As the most populous country in the MENA region, Egypt is a key target market for our clients and home to a burgeoning communication industry. In partnership with Ingredients, we will cater to the increased demand for PR services, crisis planning and reputation management in the Egyptian market, while also heightening engagement with new-age tactics such as influencer-led activations and campaigns. We are pleased to be responding to our clients’ far-reaching requirements by expanding our MENA footprint and opening a valuable new window onto the Egyptian market.”
Ingredients services include offline and online media, strategic communication planning, media buying, content integration and activations. The agency has supported major clients including Misr Elkheir, Halwani Brothers, EL Morshedy Real Estate Developments, Banque Misr, and UNICEF.
Zaki Abdelhamid, chairman of Ingredients, adds: “We are proud to be part of C&B’s growing network, as it represents a collection of the leading communicators in the MENA region. Through our partnership, Ingredients hopes to get better acquainted with the UAE’s communication sector while also providing C&B with valuable insights into Egypt’s market including client requirements and consumer behavior. This mutually beneficial relationship will help us to grow together as we continue to distinguish both of our agencies in our increasingly competitive industry.”