The agency, headed by former Good Relations Political MD James O'Keefe, has been briefed to advise on strategic comms and reputation management across Dubai's key stakeholder
audiences in the UK.
O'Keefe said the brief was ‘significant'. Fees are understood to be at least £500,000 and the account switched hands last week after a competitive pitch. H&K did not repitch.
While various UK agencies have PR contracts with Dubai, Tetra Strategy's account is the most sought-after.
The agency will report directly to the Government's Executive Office where ruler of Dubai and Prime Minister of the Uni-ted Arab Emirates, Sheikh Mohammed Bin Rashid Al Maktoum is based.
Tetra Strategy will help Dubai to build on the cur-rent boom in trade, tourism and sporting links between Dubai and the UK.
Celebrity chef Gordon Ramsay has opened his latest restaurant in Dubai and the country is still favourite to acquire Liverpool FC through DIC (Dubai Investment Capital).
Dubai is also home of what will be the world's tallest building - Burj Dubai.
H&K held the account for two years. It is said to have received more than £500k in fees annually. H&K said it was hired for a worldwide positioning project which it had completed.