Shakespeare Communications has been selected to manage public relations duties across the Gulf for The Drill, a crisis simulation platform developed in Australia. The Dubai-based boutique agency secured the account following a competitive pitch.
The Drill, established in 2016, offers digital crisis simulation tools used by organisations to train staff and test response strategies under high-pressure scenarios. The platform has seen growing interest from sectors across the region, particularly in aviation, healthcare, government, oil and gas, and financial services.
Gerry McCusker, Managing Director of The Drill, said: “Having visited the GCC for work over the years, we’d become aware of and met Ananda and several of her team. We felt their knowledge of regional media, plus understanding of our platform would help us build brand awareness when the time was right. And that time is now.”
The agency’s remit will focus on increasing awareness of the platform in the GCC, where demand for crisis preparedness has grown in response to challenges ranging from cybersecurity and misinformation to operational disruptions.
“We are really looking forward to working with The Drill,” said Ananda Shakespeare, CEO of Shakespeare Communications, “as it’s an essential tool for any organisation which cares about having the right plans and skills for managing crises. As any business owner knows, being forewarned is being forearmed – and that ethos literally needs to be drilled into all issues, risk and crisis response staff. Preparedness before crises erupt is key, and we are helping The Drill get that strong message out across the region.”
Earlier this year, The Drill launched an Arabic-language version of its platform, aimed at tailoring simulation experiences to the needs of Gulf-based clients.
The Drill joins a growing client list at Shakespeare Communications, which provides media relations and strategic PR consultancy to companies operating in the UAE and wider Middle East region.
