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Ethara awards PR retainer for brand, Abu Dhabi Grand Prix to The Romans

Ethara, an events and entertainment company, has appointed The Romans as its lead PR agency. The multi-year retainer includes work streams across corporate brand, live events, venues (such as Yas Marina Circuit, Etihad Park, Etihad Arena, among others), and the Formula 1 Etihad Airways Abu Dhabi Grand Prix. Following a nationwide competitive pitch, The Romans bagged the six-figure partnership due to its reputation for dynamic communications strategies. 'The Romans bring a reputation for bold, creative communications that reflects our own ambition and energy,' said Andrew Stass, Brand Marketing and Communications Director, Ethara. 'As our new PR and communications agency, we look forward to working together to craft richer, more resonant stories that amplify our brand, our events, and the experiences we deliver across the region.' The move is also a result of Ethara's vision for growth in the future. 'As Ethara continues to grow in an increasingly competitive industry, elevating our brand and deepening engagement with our diverse audience segments remains a strategic priority,' Stass said. Commenting on the win, Joe Lipscombe, Partner, The Romans, said Ethara is a 'dream client for a UAE-based agency.' 'When it comes to live entertainment, Ethara is the pride of the Emirates, having become a force of nature on the global stage,' he said. 'From growing and pioneering the Formula 1 race weekend experience to transforming the region's music, culture, and sports landscape, its innovative and creative spirit has rewritten the script for MENA-based live entertainment.' Lipscombe called the Formula 1 Etihad Airways Abu Dhabi Grand Prix 'a crown jewel' in the region's events calendar. 'We're buzzing to help shape how the world experiences it,' he said. 'As an agency known for blending cultural intelligence with earned impact through our sports & entertainment work, we're itching to get stuck into the task of further elevating Ethara's story with the edge, energy, and creativity it deserves,' he concluded. Ethara also works with comms agency Seven Media in the region on general PR and comms services, according to PRWeek.