EMEA Industry News In Brief (May 19, 2025)

(MENAFN- PRovoke) PARIS - Cognito, the communications agency focused on finance, technology and the climate transition, has opened an office in France as the latest step in its international expansion, following the launch of offices in Sydney (2022) and Düsseldorf (2023). The Paris office is Cognito's third in the European Union after Amsterdam and Düsseldorf. Cognito France is led by François Ramaget, an entrepreneur and consultant, who has co-founded and managed the French offices of Harvard Public Relations, Trimedia and Gootenberg over the past 25 years. The agency will specialise in strategic communication and content creation, with a focus on corporate and technology media. The firm already advises companies in the finance, cybersecurity and blockchain sectors.

MADRID - Spain-headquartered social-first agency group Samy Alliance has expanded into the DACH region with the acquisition of 250-strong German social media and influencer marketing agency Intermate, which has offices in Berlin, Hamburg, and Cologne. The deal is backed by Bridgepoint's recent reinvestment in Samy Alliance, which has offices across Europe, including in UK, Iberia, Finland (having acquired Kurio in 2024) and Italy, where it recently opened in Milan. With Intermate's social-first approach and proprietary tech, Samy will scale its services across key platforms like YouTube and TikTok. Intermate's leadership team remains in place.

DUBAI - Relevance International, a New York-headquartered public relations, brand strategy, and advertising agency specializing in real estate, design, hospitality, and luxury lifestyle, has opened new office in Dubai, adding to its existing offices in New York, London and Los Angeles. Relevance International Dubai will serve as the agency's central hub for clients throughout the Middle East. The agency has already represented real estate, destination and hospitality clients in the region, such as Atlantis, The Royal, The World's 50 Best Restaurants and Warner Bros. Discovery's Wayne Experience and Porto Montenegro, owned by the Investment Corporation of Dubai (ICD). The office will be led by Hannah Burden, who is joining as director of public relations from Edelman, where she was an associate director. She has also held in-house roles at TUI UK & Ireland, Emirates airline and Dubai Airports and worked for clients including Majid Al Futtaim, Shangri-La and W Hotels.

LONDON - Team Lewis has launched a new biometric analytics and training service, Training for Trust (TFT), at its new purpose-built studios in London. Developed in the UK, US and Malaysia over the last six months, TFT uses a combination of AI, facial, voice and eye contact recognition software, machine-based analysis, modelling and proprietary coding to score presenters, PowerPoint materials and propositions on integrity. The tool tracks eye contact and gaze direction, voice analysis and emotional modelling across composure, concern, tension, positivity, attention, aversion, caution and interest. It then uses AI to summarise results across the criteria of trustworthiness, confidence, credibility, engagement and authenticity. The service will be rolled out to similar studio laboratories in 26 wholly-owned offices around the world throughout 2025/6. The proposition has been developed for senior spokespeople and can simulate live broadcast and social media news environments, including questioning and response to crisis scenarios to deliver communications reliably and measurably.

LONDON - PR and communications firm Hound Global has joined forces with new strategic insight consultancy Human Instinct, with Hound buying a minority shareholding in Human Instinct to boost its strategic planning and insight services for clients including Vodafone, Associated British Foods and Purplebricks. Founded in 2020 by David Cotgreave (pictured, left), Hound has grown to a team of 12 senior PR professionals and ex-journalists. Human Instinct was launched at the beginning of 2025 by Ian Jenkins (right), formerly global head of insight and strategy at 4media group. Through this collaboration, Hound Global will offer enhanced strategic planning services, including strategic management consulting, integrated campaign development and market analysis.

LONDON - Golin has been named as the only PR agency among a list of 11 of“the world's best and bravest agencies” by Contagious, whose annual Contagious Pioneers global ranking lists agencies across the marketing spectrum that“set the standard for creativity, innovation and excellence”. This year the agencies come from eight countries; Golin's inclusion was based largely on its award-winning work for Specsavers and Asics. Golin chief creative officer George Bryant said:“As a creative agency we hold ourselves to the highest standards and for us, this award is the highest standard. We strive to create work with bravery and joy for our clients and are thrilled that Contagious recognises our impact.”

MENAFN19052025000219011063ID1109568225