SERMO, Talk PR's global lifestyle and luxury communications network, has signed agency partners in the Middle East and France, and has appointed Tanya Hughes as president.

Mojo PR, headquartered in the UAE, has signed to the network. The agency was set up by Tara Rogers and Louise Mezzina in 2009 and has ambitious growth plans in the region; it will shortly open an office in Riyadh, Saudi Arabia.

L’Agence Lorraine de Boisanger also joins SERMO. Ran by marketing and PR specialist Lorraine de Boisanger, the agency provides a palette of 'à la carte' and tailor-made competencies in both consumer and corporate press relations, influence strategy and digital consultancy.

In order to drive SERMO's development Tanya Hughes, previously managing director of Talk PR, has been promoted to the newly-created role of president. Hughes will focus on extending partner collaboration and productivity, introducing central business management systems, adding an increased level of value for clients and marketing and growing the network into new markets. 

The SERMO network is now made up of 12 independent boutique communications consultancies, with offices in 17 cities across 14 countries.