Edexcel, the UK based awarding body which is part of Pearson, the leading education services provider, has appointed Dubai-based Virtue PR & Marketing Communications as its regional PR agency.

The move is part of Edexcel’s strategic plan to strengthen its position in the Mena market, which has included opening an office in Istanbul, and securing university progression for holders of its exclusive BTEC qualifications.

"Establishing an honest and transparent dialogue with our stakeholders, whether they are governments, businesses, education providers or individuals, is key to working with them to address their needs and those of the region at large, especially regarding enhancing the region’s soft skills,” said Lara Khouri, regional marketing manager, Edexcel.

“We were looking for an agency that understands who we are and the industry in which we operate and could, therefore, effectively harness PR to complement other marketing communications disciplines.”

“Virtue’s key differentiators were their innovative ideas on how to engage public relations to deliver desired outcomes, their understanding of our industry, proactive approach and flexibility,” she added.

Firas Sleem, regional director, Virtue PR & Marketing Communications, said: "We are extremely pleased to be appointed by Edexcel. Our team of professionals will deliver out-of-the-box solutions designed to boost the company’s profile and increase regional understanding of its operations.”

“We are a marketing communications agency that is led by credibility, innovation and transparency. These three elements are crucial factors in the success of any communications consultancy in the Middle East and we will use these to maximize Edexcel’s brand equity in the Mena region and Turkey.”

Khouri added: “Sustaining awareness and enhancing advocacy is crucial to our success in any market. Through a well-orchestrated PR and media communications campaign, supported by Virtue’s extensive knowledge of the regional market, Edexcel will continue to enhance its thought leadership position in the MENA region."

Edexcel offers academic and professional qualifications, testing and quality assurance to schools, colleges, employers and other places of learning globally. Over four million learners in more than 85 counties annually enroll on its courses, a statement said. – TradeArabia News Service