Key areas for discussion
• What a strong PR brief needs to enable a strong response.
• How to interpret a brief and respond with clarity.
• Using the response to demonstrate strategic thinking and intent.
• Where the brief–response process breaks down, and how to fix it.
Presenters
Louise Jacobson, Managing Partner of Brazen MENA
Louise Jacobson is the Managing Partner of Brazen MENA – PRCA MENA large independent consultancy of the year and one of Provoke Media’s 10 Best Agencies in the Middle East. With offices in Dubai and Riyadh, Brazen MENA has become known for its creative edge, strategic clarity, and results that matter.
With 25 years of PR experience across the UK and GCC, Louise has led communications for global and regional leaders including Disney, Dubai Economy & Tourism, Atlantis, Marriott, and Hilton. She leads with commercial sharpness and a
people-first ethos, championing culture as the ultimate business driver. It’s this philosophy that powers Brazen’s proposition, ‘B Ahead, B Brazen’, a future-first approach that keeps clients competitive and talent inspired.
Recognised as a Hotel & Catering PR Hot Shots 2025 honouree, a Provoke Media Innovator 25 EMEA 2024, and one of Arabian Business’s Top 50 Most Inspiring Women Leaders 2024, Louise is also a regular in the PRWeek Middle East
Power Book.
Beyond the agency, she is a board member of Global Women in PR MENA and the MEPRA Strategy Board, contributes to the Dubai Business Women Council, and is a founding member of the Abu Dhabi Chamber of Commerce & Industry PR & Digital Working Group. A frequent judge for industry awards including Sabre, Cannes Young Lions, PRCA, and MEPRA, she continues to champion talent, inclusion, and higher standards across the industry.
Aarzoo Choglé, Senior Account Director at Brazen MENA
Born and raised in the Gulf, Aarzoo is a Public Relations and Communications professional with a deep understanding of the region, particularly across luxury, lifestyle, hospitality and real-setate. With over 12 years of experience, she oversees
PR strategy and delivery, supporting brands to build clear positioning and sustained relevance. Passionate about helping brands gain a competitive edge, her success is driven by a collaborative approach, friendly nature and consistently positive attitude.
Aarzoo is a Senior Account Director at Brazen MENA ensuring excellent results for clients with a creative and strategic approach. Her flair for spotting opportunities for her clients, alongside her high standards of work make her a valued team member.
Aarzoo’s steppingstone into the Public Relations industry was through Golin MENA, where she picked up the tricks of the trade and gained valuable knowledge of this fast-paced industry and has since worked at leading agencies in the region, including Q Comms.
Aarzoo has built brand personalities from the ground up including Hayawiia and has honed legacy brands such as Tag Heuer, 3M, Officine Panerai, MB&F M.A.D.Gallery, Rosewood Abu Dhabi and Mondelēz International. She has extensive F&B experience working for the likes of Hakkasan, Cipriani and Carluccio’s.
Date & Timings
Wednesday, 18th February 2026
10:30 AM – 11:30 AM GST
Location
This workshop is hosted via zoom.
Registration
Free for MEPRA Members.
250 AED for Non-members