Keel Comms, a ‘Purpose Relations’ agency in the Middle East and North Africa (MENA) region, announced its launch in Dubai.
A sustainability focused agency, Keel Comms will provide PR, communications, social media and content to government bodies, enterprises, SMEs, startups, public figures and influencers whose work is rooted in purpose.
The agency’s mission is to instill a genuine sustainability mindset in companies and individuals across public and private sectors, paving the way for more authentic content ahead of the 28th session of the Conference of the Parties (COP28), which will convene from 30 November to 12 December 2023 in Expo City Dubai, UAE.
The agency also aims to create next-gen influencers imbued with thought leadership and anchored to purpose, enabling them to become the voice rather than just the face of brands.
Commenting on the launch, Baha Hamadi, founder and managing director of Keel Comms said: “We’re living in a country renowned as a global pioneer and the ‘home of firsts’. The UAE was the first country in MENA to announce a national drive to reach net zero by 2050. In the spirit of this great nation that is built on purpose and a favorable reputation for creating impact, it is time we adopted a more authentic and holistic approach to social and environmental advocacy, from a corporate and personal branding perspectives.”
“Achieving true sustainability means balancing economic, social and environmental factors, taking action and moving past aspirational talk and PR spin. Marketers and content creators should realise that doing good goes beyond merely communicating favorably or promoting existing efforts. It is about taking initiative beyond the bounds of the marketing department, and influencing corporate strategy by embedding sustainability in operations, processes or corporate culture. The aim is to lay the foundation for authentic communications, before even communicating,” Baha added.