Hospitality, leisure, real estate, and property investment firm The First Group has appointed Brazen MENA to handle their communications across PR and social media for its portfolio of restaurants and its second hotel in the emirate, The First Collection Business Bay, with two further properties to follow in the coming year.

Following a four-way competitive pitch, the six-times-awarded MEPRA and PRCA Small Agency of the Year has been appointed to elevate the brand as a whole, establish its existing F&B outlets on the Dubai scene, and ensure a successful launch of The First Collection Business Bay.

Brazen MENA will manage all the media and influencer communications for seven of the group’s F&B venues, while also managing and overseeing the content creation and management of the venues’ individual social media platforms.

Brendan McCormack, Vice President of The First Group Food and Beverage, said in a statement, “We have had Brazen MENA on our radar for quite some time given their excellent reputation within the region. Not only did they present a compelling pitch, but their dedication and passion [were] more than apparent from the first moment we met – and we are absolutely delighted to be working with them.”

Louise Jacobson, Managing Partner Brazen MENA, added, “We’re absolutely thrilled to have been appointed by The First Group to look after its F&B venues and The First Collection Business Bay. The group has fantastic F&B concepts perfect for the communities of Dubai, and the new hotel is a stylish addition to Business Bay, and will perfectly meet the needs of the modern traveler whether it be for business or leisure. Having won gold for the best F&B campaign at the 2021 MEPRA Awards, as well as featuring in the Caterer F&B Powerlist 2022, we are very confident we have what it takes to elevate all elements of The First Group here in Dubai.”