Sony Middle East and Africa has appointed Ruder Finn Atteline, a global integrated marketing and communications consultancy and the MENA arm of the Ruder Finn group, to manage its regional PR communications mandate across the Middle East. The agency will lead strategic PR communications for Sony’s consumer electronics division, covering Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman and Egypt.

Ruder Finn Atteline’s appointment includes handling Sony’s BRAVIA televisions, home audio systems, advanced digital imaging products, audio solutions such as the newly expanded ULT Power Sound series, and the INZONE range.

The partnership follows Ruder Finn Atteline’s recent brand refresh and strategic senior appointments, strengthening the agency’s expertise in consumer and corporate communications.

Sophie Simpson, managing director of Ruder Finn Atteline — MENA, said: “Sony is a brand that resonates globally, but also connects deeply with audiences here in the region. This partnership reflects the kind of work we want to do more of — bold, meaningful, and built on shared ambition, while also fulfilling Sony’s purpose to fill the world with emotion through the power of creativity and technology. As we continue to expand our presence in the Middle East and North Africa, our focus remains on creating real impact for all our clients. Collaborating with iconic brands like Sony propels us closer to our goal of shaping the future of communications through culture and creativity.”

Jobin Joejoe, managing director, Sony Middle East and Africa, added: “At Sony, our ambition is fueled by a relentless drive to inspire and fulfill the curiosity of our audiences across the MENA region. We believe in creating meaningful experiences that go beyond technology. Experiences that connect with people on a deeper, more personal level. Our partnership with Ruder Finn Atteline is a natural extension of this vision.”

Last month, Ruder Finn announced the opening of its fully combined office and regional headquarters in Riyadh, following the successful acquisition of Atteline.

Saudi Arabia hosted the JEC Composites Talks Middle East on June 24 in Alkhobar, marking the region’s first event fully dedicated to composite materials. Organized by JEC and hosted by the OSP, the event promotes polymer‑based applications, fosters industrial diversification through non‑metallic materials, and accelerates the transfer of innovative technologies while forging partnerships between local and international stakeholders.

Against the backdrop of Saudi Vision 2030 and significant investments in the region in advanced materials, fiber‑reinforced composites are emerging as key enablers across sectors such as mobility, construction, energy, oil and gas, and infrastructure.

The JEC Composites Talks Middle East gathered industry leaders, policymakers, researchers, and entrepreneurs to explore market trends, localization strategies, technological innovation, sustainability, and the composites value chain, capped by a curated networking reception. On June 25, participants visited SPARK, Mateen Bar, and Novel facilities to experience firsthand regional capabilities.

Mohammad Al-Tayyar, program director of OSP, said: “Our partnership with JEC marks a new era for the composites industry in Saudi Arabia paving the way for significant advancements in environmentally efficient solutions and industrial partnerships, ensuring that the Kingdom remains at the forefront of the composites market.”

Thomas Lepretre, vice president sales, events and operations at JEC Group, said: “Middle East and Saudi Arabia represent a strong market potential for composites materials. We are very pleased to be partnering with OSP and being able to serve the composites industry by organizing events in the Kingdom.”

Building on this momentum, the first JEC Forum Middle East — a business meetings‑focused event— will be held in Riyadh on June 23–24, 2026, uniting the region’s composites value chain.