BPG Cohn & Wolfe has been appointed as the first Middle East region public relations agency for Guinness World Records, following a competitive three-way pitch.

The account covers the Middle East with a special emphasis on the United Arab Emirates and Saudi Arabia markets.

BPG Cohn & Wolfe’s role includes increasing brand awareness among Guinness World Records’ primary consumer audience of children, families and young adults through a creative strategy that encourages local record-breaking achievements of individuals. The agency will also be involved with Guinness World Records’ annual book launch campaign and promotion of the company’s rapidly growing B2B activity in the region.

Kevin Hasler, managing director, BPG Cohn & Wolfe, said: “BPG Cohn & Wolfe is very proud to have been appointed the Middle East communications partner for Guinness World Records, an iconic global brand that shares our passion and creativity.

“Our team is enormously excited about the opportunity to build stronger brand awareness and engagement with the public, business and government bodies in a region where record breaking has become increasingly popular and valued.”