Edelman

Edelman is the largest independent PR firm in the world and the only international communications firm to put its regional headquarters in Abu Dhabi rather than Dubai — a choice that reflects, and reinforces, its relationships with UAE federal and Abu Dhabi government stakeholders. The firm runs wholly-owned offices in Abu Dhabi, Dubai and Riyadh, supported by a network of nine affiliates across the broader region, and counts more than two hundred professionals in the regional bench.

Independence matters here. Edelman is not part of a holding-company roster, so the firm can sign accounts that would conflict inside WPP, Omnicom, IPG or Publicis. For mandates with cross-holding-company sensitivities, that is a real advantage. The annual Trust Barometer — the firm's proprietary global research — gives the team a reliable, press-friendly hook each spring, and the MENA cut of the study has earned a place in regional stakeholder briefings on its own merits.

Omar Qirem returned to lead the region in 2022 after an earlier stint running Saudi Arabia for the firm. Under his tenure the visible work has tilted toward heavyweight government and corporate mandates — COP28 strategic communications and media relations being the most consequential, followed by DP World's Move to Minus 15 industry-coalition campaign and a pair of MoUs supporting the Abu Dhabi and Dubai Businesswomen Councils.

The 2024 MEPRA Awards delivered a strong individual win in Young Communicator of the Year for Rebecca Rego. Where Edelman does not always lead in the Gulf: pure consumer brand work and influencer programs, which sit closer to network advertising agencies in the regional ecosystem. Where it does: anything that requires a senior, government-credentialed bench with an independent reputation behind it.