The new Dubai office will run under the banner of Performance PR Middle East.

The Kingston-upon-Thames based outfit, which lists BMW, ExxonMobil, Tesco and Citroen amongst its UK clients, has been active in the Middle East since November.

It was charged with leveraging the Kingdom of Bahrain's title sponsorship of Team Pindar's Open 60 yacht in the Vendée Globe solo, non-stop, round-the-world race.

Operating out of Dubai Media City, Performance PR Middle East will seek both to secure its own clients for representation throughout the GCC and Levant, and act as a regional arm of the UK head office.

Noel Ebdon has been appointed MD of Performance PR Middle East.

He said: ‘The media is evolving fast out here. The PR industry needs to raise its game and we are confident that our new, more tailored offering will prove compelling to businesses in the region, and those wishing to raise their profile across the Middle East.'