The end of the year at Katch is always a time for reflection, and most importantly, asking the million-dollar question: What’s next?
2025 has undoubtedly been one of our best yet. Known as the Year of the Snake in the Chinese zodiac, the past 12 months at Katch have been all about wisdom, reinvention, and growth. Like the snake, we’ve embraced change, peeled back old layers, and grown into something sharper, wiser, and a little more fearless.
We also embraced the UAE’s Year of Community, declared by President His Highness Sheikh Mohamed bin Zayed Al Nahyan, by building on our strongest assets: our amazing team, clients, and media partners. This year saw us welcome new faces, celebrate turning 15, team up with incredible new clients, re-sign our long-term partners, and jump headfirst into some of the biggest PR events in Dubai.
Of course, it’s never just about ticking boxes or making it through another quarter (though the coffee consumption has been impressive). Katch has always been about creating PR that connects, inspires, and pushes boundaries, and this year, we’ve done a lot of that.
So, without further ado, come with us on a quick trip through the year, reliving the highlights, the hustle, and everything that made 2025 a year worth remembering for this Dubai PR agency.
New Year, New Katch
Katch embraced new beginnings by expanding its PR office in Dubai and tearing down the wall to the neighbouring space to make room for even bigger ideas and even bolder creativity. The refreshed hub is now brighter, roomier, and unmistakably Katch, complete with inspiring quotes and plenty of signature pink touches.
Of course, to manage all the exciting projects coming our way, we grew our team. 2025 also marked a milestone for us as a social media agency in Dubai, moving our team fully in-house to meet demand. Over the past year, we’ve brought our signature creativity to a number of social media campaigns in the UAE for clients such as Etihad Cargo, as well as giving our Katch social media accounts a full revamp.
The Quarter that Made an Entrance
They say start as you mean to go on, and in Q1, we certainly hit the ground running. Beginning the year on a high, we finally got to see all our hard work pay off at Coldplay’s legendary four-show run in Abu Dhabi. Katch made some serious noise (and history) for the shows with a UAE PR campaign that reached roughly 15.5 million views and an audience of almost 1 billion, making it the most talked-about event in the region. The concerts were definitely worth the hype, welcoming 200,000 fans for a spectacular, colour-splashed show packed with huge hits, glowing wristbands, captivating visuals, and feel-good vibes.
Keeping the momentum going in the world of live entertainment PR, Katch handled Dubai’s ultimate urban block party, Break the Block, headlined by Bonobo at Expo City, as well as MetaMoon, which celebrated the best of Asian pop culture with unmissable performances from K-pop superstars Henry Lau and Lee Young Ji and many more. Shifting gear, we helped the capital unlock its inner zen at the first-ever Kayan Wellness Festival, featuring three days of wellbeing workshops, fitness sessions, an exclusive Biohacking Exhibit, and appearances by experts such as spiritual leader Sadhguru.
The start of the year also kicked off a stellar performance with our hospitality PR clients, including orchestrating an intimate vision board making breakfast at Rixos Premium Dubai and the launch of a brand-new Functional Food Menu at The Ned Doha. Later, Ramadan kept the team busy as we handled PR for JA Ocean View’s Mumzworld Iftar and an Autism-friendly Iftar at The H Dubai in partnership with Georgetown Early Intervention Centre. We also supported a trio of standout collaborations, where Four Seasons Resort Dubai at Jumeirah Beach and Four Seasons Hotel Riyadh at Kingdom Centre partnered with Maison Rami Kadi, Dar Al Hanouf, and Art of Heritage for exclusive fashion displays and private suhoors.
A Quarter Built on Buzz and Beats
As for Q2, we jumped straight into the action, delivering a legendary return for BRED 2025 through a celebration of hip hop, street art, fashion, sports, and all things neo-culture. Club Social also made its highly anticipated comeback, where we created a campaign that hit all the right notes and built the buzz for throwback performances from the likes of Usher. As music fans at heart, the team also took on PR for power trio Sting 3.0 and hard rock group Guns N’ Roses.
F&B also had a starring role in our second quarter, beginning with a first-of-its-kind corporate culinary showdown with our UAE-based meal plan client, Meals On Me. Adding to the mix, we welcomed the surreal, art-forward brasserie Maison Dali to our portfolio with a high-impact media launch that elevated the brand’s visibility through strategic influencer marketing in Dubai, followed by exciting partnerships with Campari and Spinneys. Taking UAE brand collaborations to new heights, Q2 saw us curate a scent-driven Kayali takeover at Address Sky View’s Alto 54, complete with perfume vending machines, destination-inspired décor, and a special menu for an Instagram-worthy match made in heaven.
Sustainability is a key ingredient for any communications agency in Dubai, and our partnership with The Climate Tribe helped us delve even deeper into the movement. Supporting the social enterprise’s mission to inspire collective climate action through shared ideas and community engagement, we facilitated the launch of The Climate Tribe Hub, Abu Dhabi’s first sustainable collaboration hub. The opening was accompanied by ‘The Climate Tribe Live’, an interactive talk-show style gathering that welcomed climate leaders, collaborators, and founder Her Highness Sheikha Shamma bint Sultan bin Khalifa Al Nahyan.
A Summer of Collaborations
Summer is the time when Dubai slows down, but we never took our foot off the gas, even if it was during our birthday month. Over our 15 years in the PR world, we’ve learned that sometimes two brands are better than one and thoughtful brand collaborations in the UAE really resonate with today’s novelty, experience-driven audiences. Bringing together two of our fitness-focused clients, we created a special Aqua Fit session with Meals On Me and Emaar’s community gym Veo, unveiled the new Nissan Patrol with an exclusive road trip at JA Hatta Fort Hotel, and helped The H Dubai and UAE Red Crescent unite for a heartfelt community activation in support of the Year of Community 2025.
Just after we blew out the candles for our 15th anniversary on August 30th, we were straight back to work, building the hype for the launch of the ultra-exclusive omakase restaurant KIGO at Four Seasons Hotel Dubai International Financial Centre. Across the Four Seasons portfolio, we also celebrated Emirati Women’s Day at Four Seasons Hotel Abu Dhabi at Al Maryah Island with an inspiring panel discussion featuring local artists, a creative workshop by Lila Kora, and a delightful afternoon tea.
Ending the Year Loud and Proud
When Q4 rolled around, we were fully locked in and ready for our busiest and most exciting quarter yet. Of course, in between all the hustle, we had to take a moment to mark our birthday, and we did so with Katch Kafé, a matcha-themed rave at To The Moon & Back (TTMB), where we spent the whole weekend dancing and savouring delicious pink and green creations. We’d like to say that the funny business ended there, but soon after, we were back to managing PR for the hilarious fifth edition of Dubai Comedy Festival, which featured side-splitting standup from Tom Segura, Joanne McNally, Akaash Singh, and more.
The celebrations continued at DoubleTree by Hilton Resort & Spa Marjan Island with the Islanders’ Brunch 10th anniversary edition and Gatsby Dubai’s full-throttle Season Opening Party. The end of the year also featured its fair share of drool-worthy F&B experiences, such as the start of INA’s Masters of Fire series and ‘Forgotten Flavours’ at JA Lake View Hotel’s Kinara, which saw Chef Vikas Khanna curate a multi-course menu inspired by Indian festivals.
Rounding out October, we shook things up with a Bombay Sapphire ‘Step into the Blue’ takeover at Maison Dali, a co-branded Project Chaiwala cart at JA Lake View Hotel, and showed support for Pinktober with a mindfulness session at Vida Dubai Mall in partnership with Veo and Clemenceau Medical Center.
As the city geared up for the Dubai Fitness Challenge, we caught onto the wellness buzz by promoting Veo’s citywide activations, including yoga at Dubai Aquarium, sound healing above the clouds, and a 24-hour cycling marathon. Keeping up the pace, we orchestrated several exciting launches for the likes of neighbourhood eatery 71 Steak & Grill, Bar Saikindō at Four Seasons Hotel Abu Dhabi at Al Maryah Island, indoor entertainment hub Black Bunny, and the global unveiling of Jetour’s G700.
In December, the holiday spirit kept us going, and after months of hard work, we made some noise for the UAE PR launch of our new client HexClad, with a private event at The Guild attended by legendary chef Gordon Ramsey. Wrapping up the year on a high, we created seasonal magic by promoting ALAYA’s Festive Carnival, Gatsby Dubai’s Cocktail Masterclass, and a spectacular tree lighting ceremony at JA Jebel Ali Beach with Villeroy & Boch.
Why 2026 is the Year of Katch
This year, we dreamt big, achieved bigger, and grew in ways that pushed us to level up at every turn. Every project came with a lesson, each challenge sharpened our instincts, and like the Year of the Snake, we stepped confidently into our new era. In the spirit of the UAE’s Year of Community, we also nurtured meaningful connections, embraced collaborations, and proved once again that great things happen when the right people come together.
Looking ahead, we’re buzzing with excitement for what’s next as we build on the UAE PR case studies that defined our 2025. We already have some incredible plans in motion, and while our lips are sealed for now, you can expect bigger, bolder events and fresh creative energy. Here’s to 2026, a year that already feels like it’s written in Katch pink.
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