Peter Jacob, managing director of Current Global MENA, joins the Earned First podcast to discuss how international PR firms are adapting to a fast-changing Middle East environment. The lure of the region stands in stark contrast to tougher market conditions elsewhere, but Jacob warns comms professionals that a long-term perspective is required for success.

In conversation with Arun Sudhaman, he also reflects on his own journey from business development to agency leadership, and considers how the region’s relative youth is shaping the way PR firms evolve in the Middle East.