Global integrated communications agency, Grayling, has been selected as the public relations partner for Virgin Mobile Middle East and Africa.

With over 30 years of experience in META, Grayling will be responsible for developing and executing a strategic public relations plan for Virgin Mobile Middle East and Africa, and is set to play an important role in strengthening Virgin Mobile’s PR footprint as the company looks to launch the brand in new markets across the region in the next few years.

“Virgin Mobile Middle East and Africa is a truly dynamic company with a unique vision for the future of mobile. We are honored to be working with such an exciting global entity and we look forward to building their brand even further as they continue to grow and gain momentum across the markets,” says Jonathan Shillington, Managing Director, Grayling, in a statement.

Virgin Mobile Middle East and Africa has been in the region since 2007, and operates the two consumer brands of Virgin Mobile and FRiENDi Mobile. The mobile provider has established a market leading position across the region, being the only MVNO in the region that is currently serving millions of customers across five operating markets, including Saudi Arabia, Oman and South Africa.

“Following an extensive pitch process, we are excited to embark on this new partnership with Grayling. The Middle East and Africa region is entering an exciting phase in its evolution, and we are confident that the agency will support us in our communications efforts to continue driving the success of the brand to new heights,” adds Rob Beswick, Vice President of Brand at Virgin Mobile Middle East and Africa.