Ray has more than 35 years of experience in strategic brand positioning, integrated campaign development, and crisis and issues management. He leads Four Agency Worldwide’s communications offer in the UK and across MENA, in addition to heading its Future Industries sector. In this capacity, he is championing the agency’s Augmented Authority model, supporting brands and organisations as they navigate an AI-driven visibility landscape to ensure their audiences find, trust, and choose them.
Across his career, Ray has led brand development and corporate reputation programmes for gigaprojects, airlines, global hotel groups, nuclear energy initiatives, real estate developers, railways, and major consumer brands. His crisis communications work spans responses to airplane crashes, terrorist attacks, customer fatalities, event cancellations, and large-scale system failures.
Ray created Four’s 1-3-6-2 messaging and media training methodology and has personally trained thousands of C-suite leaders. He is also an accredited Insights Discovery trainer.
He is the past Chair of the PRCA, the world’s largest trade association for the communications industry, and a past Chair of the Middle East Public Relations Association. He remains the only individual to have been named a Fellow of both PRCA and MEPRA in recognition of his contributions to the profession.
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