Initiative MENA has ended its relationship with the public relations house Cicero & Bernay as it moves its operations in-house.
PR duties will now be handled by the agency’s own marketing division, overseen by marketing and communication manager Hala Alayli, while an internal PR team has been appointed.
Campaign understands that the agencies were not bound by contract, but that C&B was drafted in to support Initiative with PR on an occasion-by-occasion basis.
The shift comes during an uncertain period for Initiative as one of the agency’s major accounts, Kuwait Food Co, also known as Americana, held a pitch at the end of last year.
The conglomerate, which owns the lucrative Middle Eas
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