Brazen MENA

UAE

After nearly a decade at Brazen in the UK, the formidable Louise Jacobson – one of our Innovator 25 in EMEA last year – launched Brazen MENA in 2015. In the past 10 years, her firm has emerged as a leading independent PR agency in the MENA region, known for its commitment to high-impact communication strategies that drive business results. With a predominantly female-led team, Brazen distinguishes itself through its focus on integrity, creativity, and strategic excellence, shaping brand narratives that resonate deeply with audiences.

In 2024, Brazen MENA grew by an impressive 31% to $3 million in revenue with a 47% increase in net profit—all organically generated. The agency expanded its client portfolio, welcoming 21 new clients, including its largest win to date, Bacardi. It also opened a new office in Riyadh and made inroads into Qatar and India, reflecting its ambitious growth strategy. With 80% of existing accounts expanded, Brazen demonstrates its ability to not only attract but also retain and develop key client relationships.

Notable recent campaigns include the viral "100-Layer Lasagna" for Hilton JBR, which generated over 10.6 million impressions and significant additional revenue. A collaboration between Jack Daniel’s and McLaren F1 effectively navigated marketing restrictions, achieving a remarkable reach with a modest budget. And the "Veuve Clicquot BOLD Conversations" campaign positioned the brand as a leader in female empowerment, garnering over 3.3 million impressions.

Under Jacobson's leadership, the agency has cultivated a people-first culture that emphasizes employee development and well-being, contributing to a 97% team retention rate and 80% of team members promoted in the past year. The team is also supported through personalized development plans, competitive compensation and benefits, and flexible working policies. A passionate advocate for women in PR, Jacobson is an active member of Global Women in PR MENA and serves as a board member for various industry groups. — DM