Disruptive, innovative and relentlessly fast-paced – the PR industry in the Middle East is all of these and more. Long hours, last-minute requests, and a packed events calendar often leave little room for balance. Yet, over a decade ago, SEC Newgate Middle East entered this space with a vision to do things differently.
Female-founded and female-led by Elena Gramatica, the agency was built on the belief that success and flexibility aren’t mutually exclusive. This ethos has led to long-term employee retention, trust and a workplace culture where empowerment is a daily practice. With all key functions led by women, the agency supports and lives women’s empowerment. It does so without fanfare, quietly setting a new standard for what genuine inclusivity and leadership look like.
What began in Dubai has since grown into a trusted partner for organisations navigating the complexities of regional and global communications. Now with offices in Dubai and Riyadh, the agency’s team of senior bilingual PR professionals delivers a rare combination of strategic insight and cultural nuance, supporting clients across the MENA region.
Both of SEC Newgate Middle East’s core practices – lifestyle and corporate – are led by women with decades of experience in the region’s PR landscape. The agency champions flexible working hours and support for women with children, ensuring that personal responsibilities never become a barrier to career ambitions.
Far from a calculated strategy, it’s a deeply ingrained belief that work should fit around people’s lives. Genuine progress, the agency recognises, comes from creating an environment built on care and intention.
The agency’s impact is evident in its portfolio. SEC Newgate Middle East has become the go-to PR partner for globally recognised names such as Henkel GCC, Clinique La Prairie and Max Mara Group. It also delivers high-profile events like the launch of teamLab Borderless Jeddah, the inaugural Red Sea Fashion Week, and annual key moments such as Art Dubai and Dubai Design Week.
As part of a global strategic communications and advocacy group with over 60 offices and 1,300 professionals worldwide, SEC Newgate Middle East thrives by connecting regional insights with global standards. Its presence across the GCC and North Africa is underpinned by a team that integrates media expertise with cultural fluency – a balance achieved by fostering an environment where women in leadership drive thoughtful and impactful strategies.
With its recent expansion into Saudi Arabia, SEC Newgate Middle East remains committed to sustainable growth. By prioritising flexibility and leadership, the agency is proving that redefining the rules of the industry is the right way forward.