Dubai, UAE – 23 June 2025: Regional pride is soaring as Raneem Saleh and Youssef Yammine from Burson bring home Gold from the Young Lions PR Competition at the Cannes Lions International Festival of Creativity 2025 marking the second time in three years MENA has clinched the global title.
Their journey began with the PRCA Mena Young Lions PR Competition 2025, where they responded to a powerful brief set by UNHCR, the UN Refugee Agency, the competition’s official humanitarian partner. Their campaign, “Believe in your 2.5%” stood out for its creativity, purpose-driven approach and compelling storytelling — earning them the opportunity to represent the region at the world’s most prestigious creative festival.
This year’s competition saw 46 young professionals from 12 leading agencies across the region go head-to-head for the chance to represent MENA at Cannes. As the official representative of the Cannes Lions Young Lions PR Competition in the region, PRCA Mena continues to serve as the launchpad for the Middle East and North Africa’s most promising young talent, offering a direct pathway to compete on the international stage.
Conrad Egbert, Head of PRCA Mena, said:
“This Gold win is not only a milestone for Raneem and Youssef, but a major statement from the region. Our role as the official representative is to uncover, support and spotlight the brightest young minds in PR and this win proves the calibre of talent we have here.”
PRCA Mena would also like to acknowledge the 2025 judging panel whose insight and discernment helped bring forward this winning team:
- Ahmad Itani, Chair of PRCA Mena Advisory Board and Founder & CEO, Cicero & Bernay Communication Consultancy
- Laureline Schwarz, PR & Communication Expert
- Louise Jacobson, Managing Partner, Brazen MENA
- Raefah Makki, Head of Individual Giving & Campaigns, UNHCR
- Sophie Simpson, Managing Director & Founder, Ruder Finn Atteline
Over the years, PRCA Mena’s continued commitment to elevating young professionals has not only raised the region’s profile but also helped shape the future of communication across MENA.
About PRCA Mena
PRCA Mena is the regional arm of the largest public relations and communications association (PRCA) in the world. It was established in 2016 with the aim of raising standards in PR and communications. Representing more than 35,000 PR professionals in 82 countries worldwide, the PR authority is a global advocate for excellence in public relations. The PRCA’s teams across Europe, the Middle East and Asia-Pacific work with industry professionals around the world to co-ordinate operations across six continents.
For more information visit: https://prca.mena.global/