World Gold Council appoints PR agency for the region

Commenting on the appointment, Mr. Moaz Barakat, Managing Director, World Gold Council, said, " On behalf of the World Gold Council, U.A.E. I am happy to announce the appointment of the Idea Agency as our PR agency. This comes at a point of time when the WGC has renewed its focus on its mission as the marketing organization for the gold industry. The appointment gains further significance with Dubai's unrivalled position as 'The City of Gold.' We are confident the Idea Agency's expertise and experience in the gold and jewellery sector will greatly support the World Gold Council's efforts to promote gold jewellery in the region."

Ms. Rita Boustany, Managing Director, The Idea Agency, said, " On behalf of The Idea Agency, we are honoured to be appointed by the World Gold Council as their PR Agency for the U.A.E. We have been working with key organizations in the U.A.E.'s thriving gold industry for well over a decade. This, we feel confident, will be of great value in enhancing and fortifying the mission of the WGC to reinforce the demand for gold in the region. The Idea Agency looks forward to a long and fruitful relationship with the World Gold Council."

The World Gold Council first began its operations in the Middle East in 1980. At the time, this region was overseen from Europe. The Council established its presence in the region in 1993, opening its regional headquarters in Dubai.

The regional headquarters oversees the field operations in Turkey, Levant, Egypt, GCC Countries, and Pakistan. Working with the government and the trade, the Council developed a brand for Dubai - Dubai City of Gold - which is today used not only in the context of the gold trade, but also associates the liberal and vibrant environment of Dubai.

At the same time, the Council is actively involved with the trade in the Middle Eastern markets where it is present to promote new product concepts and distribution networks for gold. Another area of focus in this region has been modernising Arabic jewellery styles to suit evolving consumer tastes. The Council has conducted various design seminars and consultancy programmes with trade groups and individual manufacturers over the four years across the region to bring about improvement in quality, design and finish, without losing the traditional essence of Arabic-style jewellery.