December 2017

ASDA’A Burson-Marsteller, the leading Middle East PR agency, has announced that Erica Alkhfaji has joined the Agency as Director of its Finance Practice. Her remit will include managing specialist PR services including investor relations, communications surrounding transactions & IPOs and regulatory filings, as well as driving new business growth and managing relationships with blue-chip clients in the financial sector.

Sunil John, Founder & CEO of ASDA’A Burson-Marsteller, said: “Erica brings to our Financial Practice a wealth of experience in this crucial sector. Her experience, expertise and industry contacts will be invaluable as we expect a big surge in activity in this sector over the coming years.”

Alkhfaji said: “With global players increasingly looking at the Middle East for growth, local firms looking at market listings, and governments throughout the Gulf seeking to privatise large enterprises, the outlook for the already vibrant finance sector is extremely healthy. I’m excited to be working with the team here in the Middle East in building on ASDA’A BM’s excellent reputation for providing world-class financial PR.”

Alkhfaji was previously Executive Director at EKP Consulting, working with PwC to write investment and trade-related research reports and digital content and with Google to conceptualise and implement innovation projects that created stronger relationships between the company and its stakeholders in the UAE. Earlier, she was Managing Director at FTI Consulting in Dubai, leading corporate communications programs as well as IPO communications, investor relations and media relations for global, regional and local organisations in MENA.

Prior to moving to the UAE, Alkhfaji was a director with Burson-Marsteller, New York where she advised clients including AIG, Bloomberg, Discover Financial Services, H.J. Heinz and Intel Corporation.

Alkhfaji is on the executive board of e7 Daughters of the Emirates, which aims to bring together young Emirati and expat women living in all seven emirates to teach them leadership skills and help them create social impact projects. Alkhfaji holds a Bachelor of Arts in Political Science from the University of California.

Social media campaign for Avaya ENGAGE also takes top prize in big night for the Agency at 9th Gold Standard Awards in Hong Kong

 ASDA’A Burson-Marsteller won top honours at the internationally renowned 9thGold Standard Awards held in Hong Kong last Thursday, (November 30), being named ‘Middle East Consultancy of the Year’ and winning the ‘Social Media Communications’ category for the campaign ‘New ways to connect with #AvayaEngage’.

In winning the ‘Social Media Communications’ prize, the agency was lauded for its innovative use of digital channels to engage with stakeholders of the multinational technology company, Avaya, and to drive footfall to its global showcase event, Avaya ENGAGE.

“Today, the recognition of our work is transcending our traditional regional boundaries,” said Sunil John, Founder and CEO of ASDA’A Burson-Marsteller. “The Gold Standards, the most prestigious awards of their type in Asia Pacific and the Middle East, recognise the best of the best, and we are thrilled with our wins, which recognise the world-class standard of the work we do. Our team works tirelessly to produce work of the highest quality, and such recognition only fuels our passion to deliver excellence” he added.

With five dedicated practices – Brand Communications, Enterprise & Technology, Financial, Public Affairs and Corporate – and 11 wholly-owned offices across the region, ASDA’A Burson-Marsteller is the agency of record for regional businesses, governments and multinationals alike. Throughout 2017, the Agency has invested in strengthening its expertise, with major hires at its Dubai HQ, including the recent addition of former National editor Hassan Fattah as managing director, and increasing personnel and resources across regional offices.

The strengthened team has allowed ASDA’A BM to compete across every sector and market in which it operates. Core new business wins since January 2017 include ADNOC, the Islamic Military Counter Terrorism Coalition, VISA, Roche Diagnostics, HTC and the UAE Federal Tax Authority, to add to the stellar work with existing clients such as Ford, Nestlé, General Electric, Emaar,  Abu Dhabi Financial Group, GEMS and other organisations across regions and sectors.

Now in its ninth year, the Gold Standard Awards are organised by Public Affairs Asia – a network for senior government relations, corporate affairs and corporate communications professionals operating across the Asia Pacific and Middle East region, to showcase excellence in corporate public affairs, strategic communications, citizenship and stakeholder engagement. This year, the platform received more than 300 entries across all categories, exceeding past records.