SERMO, the global lifestyle and luxury communications network founded in 2009 by Talk PR, has signed independent boutique agency Mojo PR as its exclusive partner for the Middle East.
The network, which counts 12 partners in 17 cities across 14 countries, delivers exceptional depth of understanding of global lifestyle and luxury sectors. The Middle East is a strategically important market for luxury and lifestyle brands.
Headquartered in the UAE, Mojo PR was set up by Tara Rogers and Louise Mezzina in 2009. Tara was previously GM of Weber Shandwick in Dubai and has operated in the region for 16 years. Louise has held senior agency roles in the UK and Australia and has operated in the region for the last six years. Both have brought the discipline and strategic approach of a major player to Mojo PR, which now has 15 people and is part of the multi-discipline Mojo Group.
Mojo PR has ambitious growth plans in the region and is scheduled to open an office in Riyadh, Saudi Arabia in 2014. Tara and Louise are passionate about developing talent from within to ensure the quality of the agency’s work is maintained as they grow. The agency’s client list spans lifestyle, travel and hotels, cars, fashion and technology and includes Montblanc, Tiffany & Co., Marchon, Hong Kong Tourism Board and Rosewood Hotels & Resorts, among others.
SERMO has also announced the promotion of Tanya Hughes as President of the network. In her new role, Tanya will focus on extending partner collaboration and productivity, introducing central business management systems, adding an increased level of value for clients, and growing the network into new markets.
In addition to Mojo PR in the Middle East, SERMO has most recently appointed a partner in France, L’Agence Lorraine de Boisanger. Both new agencies will join the other SERMO partners in Mumbai, India on 30 April for the network’s fourth annual conference, organised by Talk PR.
Tanya Hughes, President of SERMO Communications, commented: “SERMO is now almost five years old and I feel really proud of what we have all achieved in creating a unique PR network that offers a viable alternative to the big global players. One thing that really stands out is the collaborative nature of the network – the fact that the network’s built on mutual understanding and respect, not ownership.
Our new partners in Dubai and Paris share the sensibility and ambition to build global relationships. I relish the prospect of taking the network to the next level.”
Tara Rogers, Co-founder & Managing Partner of Mojo PR said, “We are delighted to be part of a network of like-minded agencies with the global reach that SERMO has developed. Increasingly, our clients require support in markets around the world and to know that we have immediate access to partners with a similar approach is both exciting and reassuring. We hope to contribute as much as we gain.”
Louise Mezzina, Co-founder & Partner of Mojo PR, added: “Joining SERMO marks a major milestone in the development of Mojo PR. We are really looking forward to using the collective intelligence of the network to add value to our team, clients and partners.”