Dubai has pulled a major six-figure account out of Hill & Knowlton and turned instead to recently established public affairs outfit Tetra Strategy.

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 United Arab Emirates, Sheikh Mohammed Bin Rashid Al Maktoum is based.

Tetra Strategy will help Dubai to build on the current 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).

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.