ABU DHABI — Mubadala has replaced Edelman with APCO for its aerospace division, one of 13 industrial sectors that the government investment vehicle hopes will diversify Abu Dhabi's economy.

The assignment includes communications counsel for six sub-brands including aviation financing firm Sanad and composite manufacturer Strata. "APCO has a strong team in this sector, and put forth an impressive pitch for the business," said Mubadala chief communications officer Brian Lott.

The account was previously held by Edelman, which stills services a portion of the wider corporate account (along with real estate and digital activity) for Mubadala, after previously handling the bulk of the company's PR remit. Edelman has, however, taken over PR duties for the company's Masdar planned city project, which was formerly held by APCO.

Mubadala — which wields one of the Middle East's largest PR budgets — has expanded its business with APCO in recent years, while the group's financial mandate is handled by Brunswick. 

Edelman has seen considerable turnover at its Middle East operation over the past year, laying off 20 staffers ahead of the departures of key executives from its Dabo acquisition. 



"Apco has a strong team in this sector, and put forth an impressive pitch for the business," said Brian Lott, Mubadala's CCO when asked about the change.

The account was previously held by Edelman, which stills services a portion of the wider corporate account for Mubadala alongside Brunswick, which handles financial communications. Other incumbents include Hill & Knowlton Strategies, which provides communications for one of Mubadala's portfolio companies. Edelman has lost other Mubadala-related business, including the Cleveland Clinic Abu Dhabi account. Edelman has been searching for a director to come in and lead its remaining Mubadala business.
"Apco has a strong team in this sector, and put forth an impressive pitch for the business," said Brian Lott, Mubadala's CCO when asked about the change.

The account was previously held by Edelman, which stills services a portion of the wider corporate account for Mubadala alongside Brunswick, which handles financial communications. Other incumbents include Hill & Knowlton Strategies, which provides communications for one of Mubadala's portfolio companies. Edelman has lost other Mubadala-related business, including the Cleveland Clinic Abu Dhabi account. Edelman has been searching for a director to come in and lead its remaining Mubadala business.
"Apco has a strong team in this sector, and put forth an impressive pitch for the business," said Brian Lott, Mubadala's CCO when asked about the change.

The account was previously held by Edelman, which stills services a portion of the wider corporate account for Mubadala alongside Brunswick, which handles financial communications. Other incumbents include Hill & Knowlton Strategies, which provides communications for one of Mubadala's portfolio companies. Edelman has lost other Mubadala-related business, including the Cleveland Clinic Abu Dhabi account. Edelman has been searching for a director to come in and lead its remaining Mubadala business.