Mia Esat, Associate Director, Performance Communications Middle East.Performance Communications has named Mia Esat as Associate Director for its Middle East operations. The move aims to signal a strategic push towards the agency’s accelerated growth and deeper sector diversification.
Esat brings extensive experience in shaping corporate narratives across the tourism, energy, utilities, sports and entertainment industries – with much of her recent work focused on the dynamic Saudi Arabian market.
Her appointment reflects the agency’s push to invest in senior talent as it aims to position itself as a lead consultancy for brands seeking growth beyond traditional communications.
“Mia’s leadership style, strategic rigour and creative firepower align perfectly with the direction we’re headed,” said Ian Drinkwater, Managing Director, Performance Communications Middle East. “We’re not content with the conventional. We’re growing into new sectors, pushing our thinking and creating work that not only performs – but matters.”
With a 16-year history in the Middle East and offices in both the region and Europe, the agency’s model is built around combining deep local understanding with international reach.
Working with some of the world’s most high-profile brands, including Bentley, Bell Flight, L’Étape Dubai by Tour de France and MG Motor, Performance Communication claims its culture is built on collaboration, curiosity and championing individuality.
Reflecting on her new role, Esat said: “Performance stood out as an agency that leads with integrity, puts its people first and delivers work that matters. I bring a strategic mindset and a passion for storytelling – and I’m excited to help shape what comes next as we build for the future.”
Esat’s arrival aims to supports the agency’s continued growth into new industries and strengthen its ability to deliver integrated, insight-led communications for brands across the region.
