DUBAI—International public relations agency Cohn & Wolfe has launched its brand throughout the Middle East and North Africa, with several GCI offices in the region taking the Cohn & Wolfe name, following the merging of WPP-owned sister agencies Cohn & Wolfe and GCI Group earlier this year. Cohn & Wolfe currently has a PR presence in the UAE, Qatar, Saudi Arabia, Egypt and Lebanon.
The Cohn & Wolfe brand will be adopted by existing GCI Group offices in all markets and those offices will work alongside Grey Group's MENA operations, including Grey, Mediacom and G2, offering fully integrated solutions as well as independent public relations consultancy. The relationship with other Grey operations will extend the firm’s reach to Kuwait, Jordan, and Morocco.
According to Mark Cater, EMEA regional director for Cohn & Wolfe: "Having a branded presence in the Middle East and North Africa is essential if we are to create the strong EMEA and global presence we need to drive the business forward. We have already seen a lot of traffic to and from the region as companies look for opportunities outside their own markets. We want to match our clients' global footprint so we can support them in the ways and places they need most.”
Jordana Tasker, MENA regional director for Cohn & Wolfe adds: "Despite all the development and progress this market has seen in terms of communications activity, we still have a long way to go. That said, there are a solid number of clients that are showing a growing interest in the full communication spectrum; corporate reputation, stakeholder relations, and not simply crisis and issues management, but preparedness too. That next level of communications is about creating a network of advocates and partners, both online and offline, supporting each other as message multipliers and making sure that your brand and reputation are strong in good times and bad."
One major focus for the new Cohn & Wolfe operation is digital communication. Says Tasker: "As businesses are increasingly pushed online to reduce costs and increase reach, an opportunity to develop digital PR will present itself. In tougher, leaner times like these digital PR and social media offers a way to engage in a two way conversation with your audience to best possible value and effect."