Hopscotch Strengthens Gulf Presence with Key Hire – What Does This Signify for Regional PR?
Hopscotch, a prominent communications group, has appointed Stéphane Harrouch as Senior Advisor, signaling a strategic move to bolster its public relations offerings in the Gulf region. This development, announced on February 14, 2026, comes at a time when reputation management and influence are increasingly critical for organizations operating in the Middle East.
Expanding Footprint in a Key Market
Hopscotch already maintains a presence in key Gulf cities including Riyadh, Dubai, Doha, and Abu Dhabi. The appointment of Harrouch aims to consolidate this regional foothold and capitalize on growing demand for sophisticated PR strategies. The group currently employs nearly 50 professionals across the Middle East, demonstrating a significant commitment to the region.
Who is Stéphane Harrouch?
Stéphane Harrouch brings over twenty years of experience in corporate communications, public affairs, and crisis management to Hopscotch. He possesses a deep understanding of the political and media landscapes in the Middle East. Notably, he has previously worked on major projects for the Saudi sovereign wealth fund, including NEOM and AMAALA, contributing to their international visibility.
According to Harrouch, the partnership with Hopscotch is built on a shared ambition: “to offer organizations an integrated approach to public relations, combining strategic excellence, a nuanced understanding of regional dynamics, and operational execution close to local stakeholders.”
The Rising Importance of Strategic PR in the Gulf
The Gulf region is undergoing rapid transformation, with significant investments in infrastructure, tourism, and diversification initiatives. This creates a complex environment where effective public relations is paramount. Organizations necessitate to navigate cultural sensitivities, manage their reputations, and build strong relationships with key stakeholders.
Charles-Antoine Colomb, Global Head of PR at Hopscotch, emphasized the strategic importance of this expansion, stating that the development of their presence in the Gulf is a “major strategic axis.” He highlighted Harrouch’s expertise and regional connections as key assets in supporting clients and deepening their presence in these crucial territories.
Beyond Traditional PR: Integrated Communications
Hopscotch’s approach, as articulated by Harrouch, emphasizes an “integrated approach” to public relations. This suggests a move beyond traditional media relations to encompass digital communications, stakeholder engagement, and reputation management across multiple channels. This holistic strategy is increasingly essential in today’s interconnected world.
The agency already supports diverse campaigns in sectors like luxury and food & beverage, showcasing its ability to adapt to different market needs. Their involvement in events like the Red Sea International Film Festival further demonstrates their capacity to handle high-profile projects.
What Does This Mean for the Future of PR in the Middle East?
Hopscotch’s investment and Harrouch’s appointment signal a broader trend: the growing professionalization and strategic importance of public relations in the Middle East. Organizations are recognizing the need for expert guidance to navigate the region’s unique challenges and opportunities.
This trend is likely to drive demand for PR professionals with regional expertise, cultural sensitivity, and a strong understanding of digital communications. The ability to build trust and manage reputations will be crucial for success in this dynamic market.
FAQ
Q: What is Hopscotch’s primary goal with this appointment?
A: To strengthen and develop its public relations offerings in the Gulf countries.
Q: Who is Stéphane Harrouch?
A: A Senior Advisor with over 20 years of experience in corporate communications, public affairs, and crisis management, specializing in the Middle East.
Q: What projects has Stéphane Harrouch previously worked on?
A: He has worked on major projects for the Saudi sovereign wealth fund, including NEOM and AMAALA.
Q: Where does Hopscotch currently have a presence in the Gulf?
A: Riyadh, Dubai, Doha, and Abu Dhabi.
Did you know? The Middle East is experiencing a surge in large-scale development projects, increasing the need for effective communication strategies.
Pro Tip: When engaging with the Middle Eastern market, cultural sensitivity and a deep understanding of local customs are paramount.
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