Campaign’s PR Faces to Watch 2026 – Rana Afifi, Senior Account Executive, The Alto Agency
Campaign’s PR Faces to Watch 2026 – Rana Afifi, Senior Account Executive, The Alto Agency
Age: 26
Country: United Arab Emirates
Nominated by Holly Wallace, Account Director:
Rana represents the next generation of communications professionals in the region. In the past year, I have seen her transition from a capable executor to a confident advisor, trusted to lead accounts, shape narratives and represent clients independently. She combines discipline with creativity, preparation with instinct. What stands out most is her growth mindset and composure under pressure, particularly in high-stakes media and event environments. Rana does not wait to be told what to do; she anticipates, prepares and delivers. She is building not just campaigns, but credibility, and she is absolutely one to watch.
Career highlights
Over the past year, I have transitioned into more independent account leadership, managing complex healthcare mandates across PR and social media. I played a strategic role in leading a pro bono client rebrand, contributing to long-term storytelling and podcast development. I also supported a successful regional research campaign for a hospitality client and positioned brands at major industry events including ATM, FHS and GITEX. Media relations has been a strong achievement of mine by breaking into broadcast through disciplined preparation, narrative clarity and sustained relationship building. As a result I secured consecutive CNBC Arabia interviews across hospitality and technology clients.
Guiding principles
I believe strong communications are built on clarity, preparation and long-term relationships. I approach every brief with curiosity and discipline, focusing on translating complexity into compelling narratives. My guiding principle is always to show up prepared, add value in every conversation, and build trust that lasts beyond a single campaign.
Side hustle
Outside of PR, I have become a bilingual Master of Ceremonies for Saaed Association, hosting live programmes in both English and Arabic. Presenting on stage has strengthened my confidence, sharpened my ability to think on my feet and enhanced my audience engagement skills, directly supporting my work in media and client environments.
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