Performance Communications welcomes new Deputy Managing Director for Middle East operations

23 May 2021, Dubai, UAE – Performance Communications has announced the appointment of Amanda Fox-Pryke as its new Middle East Deputy Managing Director, joining the leadership team for the specialist communications agency’s regional operation at a particularly interesting time as the industry adapts to the new global situation and addresses new challenges.

Amanda will report in to co-founder and Managing Director of the Middle East office, Ian Drinkwater. Together they will be leading an expanding team, with a view to building on a number of exciting new business wins in early 2021 and more aggressively targeting opportunities outside the company’s core field of operation.

Amanda’s arrival is a major coup for Performance, which has been operating across the Middle East region since 2009. She joins from Audi Volkswagen Middle East where she held the position of Public Relations Communications Manager. In this role she oversaw the development and execution of the PR and communications strategy for the brand at both the product and corporate level, culminating in winning several prestigious awards for its ‘A Year On The Road’ campaign in Saudi Arabia.

Prior to moving to the region, Amanda worked for several different agencies in London, with a primary focus on managing PR and communications campaigns in the sporting field. Clients ranged from the NBA, UEFA and Virgin Racing to Jaguar Land Rover and Red Bull. Outside of work, she recently played a key role as a founding member for the launch of the Taa Marbouta PRCA mentorship programme, which supports young women in the Middle East PR industry.

Founded in London in 2002, Performance has established a strong reputation internationally for the quality of its work in the sport, automotive and technology sectors.  Over the past year it has provided support across the Middle East to major global names such as Bentley, Bell, Casio, Continental Tires, MG Motor and Lamborghini. The company delivers first-class integrated communications solutions in particular across the fields of PR, digital, experiential and content creation.

Amanda commented; “I am thrilled to be back in the agency environment again, and to be joining such a successful and established team at Performance Communications. It is an exciting time to be in this industry as PR and communications is constantly changing and adapting to new opportunities and challenges. I look forward to building on this success and helping to shape the agency’s future vision.”

Amanda’s contact details are as follows:


Tel (office):         +971 (0) 4 551 5472

Tel (mob):           +971 (0) 55 951 2378





Note to editors:


Performance Communications opened its Middle East office in 2009, and is a specialist sports, automotive and technology communications agency that operates across the GCC and Levant. The company provides a range of communications services including digital, events, content creation and PR. An award-winning agency, having picked up three accolades at the 2019 MEPRA (Middle East PR Association) awards, Performance has a sister company based in London, United Kingdom.


For further information, please contact:


Ian Drinkwater

Managing Director

Tel: +971 (0) 55 220 1262



 Further information about Performance Communications is available at:




Twitter: @PerformanceComs