Communications innovator Ketchum has joined hands with TBWARAADPR, a leading communications network in the Middle East, to set up a new venture aimed at delivering enhanced capabilities to its clients in the region and internationally.

The new firm, Ketchum Raad Middle East, will operate in 14 cities spanning 12 countries with offices in Dubai, Abu Dhabi, Qatar, Egypt, Jeddah and Riyadh and affiliated offices in Bahrain, Kuwait, Oman, Jordan, Lebanon, Algeria, Morocco, and Tunisia.

Since 2006, TBWARAADPR has operated as the exclusive affiliate for Ketchum in the Mena region, said a senior official.

'Today, organizations around the world value the competitive advantage that well-executed, integrated public relations and communications programs deliver and see these as a key component of the mix,' commented Raymond L. Kotcher, senior partner and CEO of Ketchum.

Jon Higgins, Ketchum senior partner and CEO of international operations, said, 'The Middle East is an increasingly important region for our clients, with an excellent growth trajectory, and we are thrilled to have the opportunity to invest with a partner.'

'We're excited to be partnering with a firm that has demonstrated a first-class approach to public relations. As leading companies and brands, our clients have a growing need for creative, business-driving public relations expertise to meet the demands of this burgeoning public relations market,' Higgins observed.

'As Ketchum Raad Middle East, we can deliver. We look forward to working together to help our clients communicate effectively across the MENA region, and globally, to help them reach their business goals,' he added.

Building on the excellent collaboration already under way on behalf of several clients, Ketchum Raad Middle East will work closely to define a Mena expansion strategy, said Higgins.

The two partners bring resources and assets to a market with a demonstrated appetite for strategic PR. They offer best-in-class services in corporate communications, crisis and change management, and consumer (brand) marketing, said Ramzi Raad, TBWARAAD chairman and CEO.

'The fit is perfect and the timing is right for TBWARAADPR to take our well-established relationship with Ketchum to the next level,' he remarked.

'More and more we see companies in the Mena region placing public relations at the heart of their marketing programs, and the new company of Ketchum Raad Middle East is ideally placed to offer client advice and insight,' he revealed.

Hania Tabet, managing director, Ketchum Raad Middle East, said, 'Our team adds a significant level of expertise across Arab markets and a professional approach that aligns exceptionally well with Ketchum's collaborative culture and creativity.'

'We look forward to offering our clients additional strategic and creative thinking and greater access to international markets,' she added.-TradeArabia News Service