Arun Sudhaman 14 Aug 2017 // 7:15AM GMT
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.