The MENA communications landscape gets a new player: RAIYN launches in Dubai

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The network brings together four established communications firms — Brazen MENA, Cicero & Bernay, Salient Communication Group and SOCIALEYEZ — under a shared structure aimed at offering clients strategic counsel, creative capabilities, digital expertise and intelligence services through one platform.

Part of News Group International (NGI), which also owns global media intelligence company CARMA, RAIYN is positioning itself around a model that combines communications expertise with research, insights and measurement to help organisations navigate an increasingly complex reputation landscape.

The launch comes at a time when brands and institutions are facing greater scrutiny, faster-moving conversations and more demanding stakeholder expectations. RAIYN argues that organisations need closer alignment between reputation, decision-making and business performance — an area where communications advice is often still fragmented across multiple specialists.

While operating under one network, each of the four firms will retain its own identity and leadership, contributing its respective expertise to the wider offering.

“Communications needs a new dawn. That dawn begins with trust,” said Nahawi at the launch. “We have brought together the best practitioners in the region, combining creativity, sector expertise, AI mastery and cultural depth.”

Nahawi will lead the network alongside four principals: Ahmad Itani, Founder and Chief Advisor of Cicero & Bernay; Louise Jacobson, Managing Partner of Brazen MENA; Sean Trainor, Chief Executive of Salient Communication Group; and Tarek Esper, Managing Director of SOCIALEYEZ.

The four partner firms bring different areas of expertise to RAIYN:

Brazen MENA specialises in insights-driven communications across lifestyle, luxury and corporate sectors.

Cicero & Bernay brings decades of experience in strategic communications, supported by research, analysis and measurable outcomes.

Salient Communication Group, based in Riyadh, focuses on helping organisations align their actions with stakeholder perceptions.

SOCIALEYEZ combines creative strategy, digital expertise and content development to deliver campaigns across platforms.

RAIYN brings together more than 700 professionals across strategic advisory, creative, digital and intelligence disciplines. Through its relationship with CARMA, the network will also have access to media intelligence and analytics capabilities to support strategy development and impact measurement.

The name RAIYN reflects the network’s stated ambition to balance human relationships with technology, and creativity with intelligence — principles it says are central to building stronger communications in the region.

RAIYN’s arrival signals another step in the evolution of the MENA communications market, where agency models are increasingly shifting from specialised services toward broader platforms combining strategy, creativity and intelligence.