Total Communications, a Dubai-based PR agency that marks its 25^th anniversary later this year, has formed a strategic partnership with Custard Communications, a UAE-based event management company.

The two companies have signed a Memorandum of Understanding for the purpose of cooperation and collaboration on new business development, and will work together as preferred partners within the PR and events management industries.

“We’ve formed the partnership because both agencies are often asked by clients to provide services outside our normal scope of work,” says Total Communications founder and CEO, Tony Lewis in a press statement.

Custard Communications, which is also headquartered in Dubai, was established in 2010 by co-founders Nicola Holmes and Lesley Fair and, like Total, has serviced clients throughout the GCC and wider Middle East region. “We felt this was the right time to partner with a specialist PR agency, which can offer the level of service our clients have come to expect from us,” says Holmes, while Fair adds: “The main aims of the agreement are to generate new business opportunities for each other and, in the process, ensure that our clients are able to meet all their objectives in events management and PR.”