• New structure supports transformation agenda around three pillars: culture, artificial intelligence and elevation of Arabic language standards within the profession.
  • ⁠Ahmad Itani retains position as Chair of Advisory Board.
  • ⁠Imad Lahad appointed Chair of Strategy Board.

PRCA MENA has appointed new Board members to its restructured Advisory and Strategy Boards.

The much-anticipated announcement underlines the global Trade Association’s commitment to the region, where it continues to offer support in response to the current situation in the Middle East. 

The decision follows a review of the Association’s strategic priorities, which are to increase awareness of and investment into PR services and drive-up global standards. Both the Advisory and Strategy Boards are designed to ensure focus and accountability against defined outcomes.

The new structure supports a forward-looking transformation agenda built around three priorities: culture, artificial intelligence and the elevation of Arabic language standards within the profession.

At the centre of this approach is PRCA MENA’s commitment to strengthen professional standards, capability, and industry relevance within the region. 

Sarah Waddington CBE, CEO of PRCA Global, said: “PRCA MENA continues to demonstrate leadership in how it approaches governance and professional standards. The introduction of this new board structure reflects a clear commitment to long-term industry development.”

Conrad Egbert, Head of PRCA MENA, said: “The industry in this region is evolving quickly with a need to address culture, artificial intelligence and the role of the Arabic language with discipline and intent. Our MENA strategy is designed to provide structure to that work and if it delivers measurable results in the UAE, it will inform how we implement across MENA.”

Ahmad Itani, Chair of the PRCA MENA Advisory Board, said: “This new board has been carefully structured bringing together individuals who are deeply rooted in the region, with shared commitment to its growth through responsibility, alignment, and the ability to drive meaningful impact at an industry level. 

First, we address the impact of artificial intelligence as a force that is reshaping how our industry operates, creates, and advises. This requires both adoption and responsibility. 

Second, we place renewed emphasis on Arabic as a cultural and strategic asset. The responsibility to elevate the quality, relevance, and integrity of Arabic communication across platforms lies with us. 

Third, and most critically, we are reinforcing accountability and industry standards. This board is not symbolic and is designed to actively contribute to raise the bar, set clearer benchmarks, encourage better practices, and ensure that our industry evolves with both discipline and ambition.”

Imad Lahad, Chair of the Strategy Board said: “The Strategy Board exists to ensure that our MENA strategy delivers real impact. Our focus is on execution, accountability and raising the bar across the industry.”

Itani retains his position as Chair of the Advisory Board, while Lahad steps up as new Chair of the Strategy Board.

The new Boards include:

PRCA MENA Advisory Board

  • Chair: Ahmad Itani, Founder and CEO, Cicero & Bernay
  • Amina Taher, Chief Marketing Officer, WIO Bank
  • Faheem Ahamed, Group Chief Marketing & Communications Officer, G42
  • Huda Buhumaid, Group Chief Impact Officer, Dubai Holding
  • Khaled AlShehhi, Executive Director Marketing Communications, UAE Media Office
  • Maitha Ahmed, Group Director PR and Communications, PureHealth
  • Nahla Kamal, Vice President, Marketing Communications & Corporate Affairs, Nestlé MENA
  • Nicholas Sandham, Vice President Corporate Communications, Alshaya Group
  • Shaikha Alaraimi, Government Communications and International Relations Advisor, Securities and Commodities Authority (SCA)
  • Shaima Al Suwaidi, CEO of Arts, Design and Literature, Dubai Culture & Arts Authority
  • Taif Al Amiri, Director of Government Communication Department at Ministry of Higher Education and Scientific Research

PRCA MENA Strategy Board

  • Chair: Imad Lahad, Global Chair – AI and Intelligence, APCO
  • Alice Walker, Managing Director, Four Agency
  • Ashraf Shakah, President, Public Relations and Influence, Memac Ogilvy
  • Barry King, Managing Director, Action Global Saudi Arabia
  • Claire Micheletti, Founder and Joint Managing Director, Cosmopole Consultancy
  • David Kingsmill-Moore, Managing Director, Edelman UAE
  • Gregg Fray, Owner, Seven Media
  • Loretta Ahmed, Founder and CEO, Houbara Communications
  • MacLean Brodie, CEO, MSL Group Middle East
  • Sophie Simpson, Managing Director, Ruder Finn Atteline

Further details on appointments, additional roles and implementation milestones will be announced in due course.