Written by K.H. Koehler
BH Agency has appointed Malak Ayoub, a well-known Lebanese media personality, as the new Head of Public Relations for the MENA Region. The bold move is expected to boost the company across national and international media platforms, establishing its presence in the Middle East and North Africa (MENA).
BH Agency was founded through a transatlantic partnership between Gary Chivichyan in Beverly Hills and Chris Collins in London. The agency offers comprehensive public relations solutions to a diverse client base. Their decision to hire Malak is a significant move as it gives the agency a major advantage by partnering with someone who deeply understands the local media scene and has a robust, built-in network in the Middle East.
The Growing Media Market in MEN
In 2024, the PR industry in MENA was worth approximately $250.85 million. The CAGR is expected to grow by 10% from 2024 to 2030. This notable growth has made the region a desirable destination for PR firms.
BH Agency understands the importance of establishing itself in the fast-paced MENA market. They are also aware that they need local experts to navigate the region’s diverse cultural and media-rich environments successfully. Malak is important to this plan. She will lead the agency’s PR direction, shape its stories, and manage essential media placement across the region.
Malak brings years of high-profile experience to BH Agency. She is a recognizable face from Lebanese media, known particularly for her work with MTV Lebanon, which has established her as a respected voice. Malak’s career includes several significant projects that give her a broad reach across the region, highlighting her ability to connect with diverse audiences and key industry sectors.
Previously, Malak hosted Iraq’s Digital Banking Conference, demonstrating her ability to handle complex financial and technical topics.
She has also partnered with major international brands, such as Mercedes-Benz Lebanon, where her strategic partnership skills were put to use. Malak’s mix of media-savvy and regional project experience makes her an ideal guide for BH Agency’s communication strategy.
A Tailored Approach to PR
In her new position, Malak will create and manage a comprehensive PR strategy tailored to the MENA region’s unique needs. Her guidance will guarantee that clients receive necessary communication support and advice. Malak will utilize BH Agency’s robust PR network and established relationships to guide storytelling, secure strategic placements, and enhance overall client reputation and brand visibility..
“The future of influence is connection,” Malak said. “Visibility without vision is just noise. My goal is to help clients stand out with stories that resonate and endure. Change to BH) Agency’s CEO, Gary Chivichyan, is personally overseeing the regional expansion. Chivichyan is himself a familiar face: a professional basketball player, the first Armenian to be drafted into the NBA, nominated for an ESPN ESPY Award, and a competitor in the 2025 NBA Summer League in Las Vegas. Chivichyan, who founded BH Agency in 2019, is the driving force behind the agency’s growth and international reach."
Under his guidance, the agency has continually broadened its PR offerings and now represents a diverse, worldwide clientele with advanced and comprehensive communication solutions.
Expanding Globally
Malak’s presence at BH Agency will help with the goal of building a globally connected agency that maintains strong, localized teams. By adding a professional of her stature to the executive team, BH Agency is expanding its reach and reinforcing its goal of providing better, locally focused public relations services.
BH Agency has been on the rise for over six years and continues to build its reputation as a global leader in modern communication. Bringing Malak Ayoub on board marks an essential step toward upgrading the agency’s reach and results throughout the region. Her regional influence and focus are expected to give the agency a sharper competitive edge, propelling it into a bright, exciting future.
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