Award-winning PR and marketing consultancy Hook, Line & Sinker (HLS) has expanded its collaboration with global enterprise software company SAP, extending its communications support to the Middle East region.
As part of the expanded mandate, HLS will work closely with SAP UAE’s leadership team, focusing on LinkedIn thought leadership, executive profiling, and the development of strategic digital content aimed at strengthening leadership visibility and engagement.
The move builds on an existing relationship between the two organizations, with HLS already supporting SAP executives across South Africa, the broader African market, and Germany. The expansion highlights HLS’s growing expertise in B2B technology communications and executive reputation management.
SAP MENA continues to be one of the company’s fastest-growing regions globally, operating through 12 offices across the Middle East. The agency’s work will center on enhancing executive presence through content strategies aligned with regional business priorities and market developments.
Since its launch six years ago, HLS has evolved into an integrated PR and marketing consultancy serving both business and consumer brands across Africa, Europe, and the Middle East. Its services span media relations, SEO-led content marketing, LinkedIn strategy, podcast production, and multimedia storytelling.
Commenting on the expansion, Adam Hunter, Managing Director of Hook, Line & Sinker, said: “The Middle East is rapidly emerging as one of the most influential global markets for AI, cloud and digital transformation. As communications continues shifting closer to business strategy, organisations are placing greater focus on executive visibility, digital influence and leadership positioning to strengthen trust and commercial impact across competitive global markets. We look forward to supporting SAP UAE leaders through a content-led approach focused on engagement and influence across the region.”
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