May 2018

DUBAI, May 17, 2018: ASDA’A Burson-Marsteller, the region’s leading public relations consultancy, has won ‘Best Campaign – Middle East/Africa’ for its 9th Annual ASDA’A Burson-Marsteller Arab Youth Survey at the 2018 PRWeek Global Awards held in London on Tuesday night.

The ground-breaking study, which provides evidence-based insights into the attitudes of Arab youth, is based on data from 3,500 face-to-face interviews with young Arab men and women aged 18-24 in 16 countries across the Arab world, and is widely considered to be the most important piece of research on the region’s largest demographic. The PRWeek Global Award recognition comes one week after the findings of the 10th edition of the annual ASDA’A Burson-Marsteller Arab Youth Survey were launched.

Sunil John, Founder and Chief Executive Officer of ASDA’A Burson-Marsteller and President – Middle East of Burson Cohn & Wolfe (BCW), said: “The PRWeek Global Awards recognise the best of the best, and we are thrilled to have earned this award for our work on the 9th Arab Youth Survey. This international level of recognition from our peers fuels our commitment to deliver excellence for the benefit of our clients and our industry in the Middle East.

“The Arab Youth Survey is a real passion project that ignites our spirit as an agency. It has long served as the biggest platform to echo the voices of this region’s largest and most influential demographic – Arab youth. Winning the Best Campaign award for the Middle East and Africa only adds to our commitment to delivering more ground-breaking campaigns,” John said.

This year, the PRWeek Global Awards received a record number of entries across a total of 28 categories. The awards provide a platform to celebrate campaigns, agencies and professionals who are producing the best work in PR globally. This year’s judging panel was made up of leading industry peers from across the world and chaired by Lisa Jedan, the Global Head of Brand PR and Corporate Communications at Bacardi-Martini.

In total, ASDA’A Burson-Marsteller received nine nominations across seven categories, including three in the Best Campaign Middle East / Africa category.

Since its founding in 2000, ASDA’A Burson-Marsteller has been a pioneer of public relations in the Middle East. With five dedicated practices – Brand Communications, Enterprise & Technology, Financial, Public Affairs and Corporate – and 10 wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa, ASDA’A Burson-Marsteller is today the agency of record for regional businesses, governments and multinationals alike.

About ASDA’A Burson-Marsteller Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy and an integral part of top three global firm – Burson Cohn & Wolfe. With 10 wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa, the agency provides services to governments, multinational businesses, regional corporate clients and institutions. The firm operates five specialist communication practices – Consumer & Healthcare, Corporate, Financial, Enterprise & Technology and Public Affairs. A digital, design and marketing subsidiary – Proof IC – and a full-service research insights agency – PSB Research Middle East – complete the offering. www.asdaabm.com    http://www.arabyouthsurvey.com/

About Burson Cohn & Wolfe

Burson Cohn & Wolfe (BCW) is one of the world’s largest, full-service, global communications agencies with deep expertise in digital and integrated communications, across all industry sectors. The agency combines expertise in digitally driven, creative content and integrated communications – across the consumer, healthcare and technology sectors – with deep strength in public affairs, corporate reputation, crisis, and research and analytics. Burson Cohn & Wolfe is a network of more than 4,000 employees across 42 countries.

About the Arab Youth Survey The ASDA’A Burson-Marsteller Arab Youth Survey, launched in 2008, is the largest survey of its kind of the Middle East’s largest demographic – its youth. It provides governments, the private sector and civil society with insights into the hopes, concerns and aspirations of Arab youth. For the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, PSB Research, an international polling firm, conducted 3,500 face-to-face interviews with Arab national men and women aged 18-24 between January 21 and February 20, 2018, in the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), North Africa (Algeria, Egypt, Libya, Morocco, and Tunisia) the Levant (Iraq, Jordan, Lebanon and Palestinian Territories) and Yemen. The margin of error is +/-1.65%. In-depth results from the Survey, including a white paper in Arabic and English, are available on www.arabyouthsurvey.com

For further information, please contact:

Celeidh Cook ASDA’A Burson-Marsteller Dubai, UAE Tel +971 4 4507 000 celeidh.cook@bm.com

 

Founder and CEO of region’s leading PR agency, ASDA’A Burson-Marsteller, Sunil John, recognised by industry peers Middle East Public Relations Association Fellowship is the highest grade of membership awarded for outstanding contribution to the public relations industry in the Middle East

Sunil John, Founder and Chief Executive Officer of ASDA’A Burson-Marsteller and President – Middle East of Burson Cohn & Wolfe (BCW), has been recognised by industry peers with a Middle East Public Relations Association (MEPRA) Fellowship.

John received his Fellowship from Ray Eglington, MEPRA Chair, during the fourth annual MEPRA Leadership Majlis held in Abu Dhabi which brought together almost 200 industry professionals from more than 40 organisations. The Fellowship is awarded to individuals who have made an outstanding contribution to the PR industry in the Middle East and for commitment to adhering to the highest professional standards.

Eglington said: “Sunil has been at the heart of PR in the Middle East for more than two decades. His agency, ASDA’A Burson-Marsteller, recently appeared in the PR Week league table as the largest agency in the Middle East. He is a founding member of MEPRA and has received huge international recognition – he was the first person in the Middle East to receive the Outstanding Individual Achievement SABRE Award (EMEA) and was awarded with the MEPRA Chairman’s Award in 2016.”

Eglington continued: “Sunil is also responsible for a defining piece of thought leadership in the region – the Arab Youth Survey, which launched its tenth edition last week and further demonstrates Sunil’s impact on the industry and his commitment to better understanding our market.”

During his acceptance speech Sunil recounted the story that led him to be a founding member of MEPRA back in 2001 and congratulated everybody in attendance for their active participation in MEPRA.

“MEPRA was born out of my agency ASDA’A in 2001 – it was one of the first things we did. My colleagues and I recognized the requirement for an agency body who could bring about high industry standards. We started MEPRA with 12 other public relations agency members and held our first meeting in Dubai Press Club in Deira.”

Today, MEPRA boasts over 1,000 members which include agencies, companies with in-house communication roles and individual industry professionals.

John was recognized alongside Sconaid McGeachin, SVP EMEA & CEO Africa, H+K Strategies, based on a unanimous vote from MEPRA Board members.

In addition to announcing the two inaugural MEPRA fellowships, the MEPRA Leadership Majlis welcomed speakers and panellists from the National Media Council, Facebook, Arthur W. Page Society, CARMA, Marriott International, PR Week UK, Etihad Aviation Group, Mubadala, The Corporate Office, United Eastern Medical Services, and Hanover ME.

Under the theme ‘Power Forward’, the conference covered topics such as CEO Activism, countering fake news in the UAE, how brands define communication and how public relations can be the most powerful marketing discipline in the future.

About the Arab Youth Survey The ASDA’A Burson-Marsteller Arab Youth Survey, launched in 2008, is the largest survey of its kind of the Middle East’s largest demographic – its youth. It provides governments, the private sector and civil society with insights into the hopes, concerns and aspirations of Arab youth. For the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, PSB Research, an international polling firm, conducted 3,500 face-to-face interviews with Arab national men and women aged 18-24 between January 21 and February 20, 2017, in the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), North Africa (Algeria, Egypt, Libya, Morocco, and Tunisia) the Levant (Iraq, Jordan, Lebanon and Palestinian Territories) and Yemen. The margin of error is +/-1.65%. In-depth results from the Survey, including a white paper in Arabic and English, are available on www.arabyouthsurvey.com

About Burson Cohn & Wolfe Burson Cohn & Wolfe (BCW) is one of the world’s largest, full-service, global communications agencies with deep expertise in digital and integrated communications, across all industry sectors. The agency combines expertise in digitally driven, creative content and integrated communications – across the consumer, healthcare and technology sectors – with deep strength in public affairs, corporate reputation, crisis, and research and analytics. Burson Cohn & Wolfe is a network of more than 4,000 employees across 42 countries.

About ASDA’A Burson-Marsteller Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy and an integral part of top three global firm – Burson Cohn & Wolfe. With 10 wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa, the agency provides services to governments, multinational businesses, regional corporate clients and institutions. The firm operates five specialist communication practices – Consumer & Healthcare, Corporate, Financial, Enterprise & Technology and Public Affairs. A digital, design and marketing subsidiary – Proof IC – and a full-service research insights agency – PSB Research Middle East – complete the offering. www.asdaabm.com www.arabyouthsurvey.com

About MEPRA The Middle East Public Relations Association (MEPRA) is the leading industry body for the public relations and communications industry in the Middle East. MEPRA has more than 1,000 members, which include consultancies, corporates with in-house public relations functions, and individual industry professionals. The organisation was founded in 2001 and is headquartered in the United Arab Emirates. MEPRA drives growth and sets standards of excellence in regional public relations. It is the unique voice for the industry and aims to nurture the development of public relations professionals. For more information visit www.mepra.org

For further information please contact:

Celeidh Cook ASDA’A Burson-Marsteller Dubai, UAE T: 971 4 4507600 E: celeidh.cook@bm.com www.arabyouthsurvey.com

Expert panelists debate 2018 findings of landmark Survey, underlining importance of insights into young people’s hopes, fears and aspirations

An expert panel discussed the findings of the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, released on Tuesday, underlining the importance of the insights gained from the study for the region’s governments, policymakers and business leaders.

Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation, and Director General, Dubai Expo 2020 Bureau, welcomed the Survey’s finding that ‘the UAE remains the top country Arab youth want to live in and want their own countries to emulate’.

HE Al Hashimy noted that one of the most significant findings in this year’s Survey was the level of support for His Highness Prince Mohammed bin Salman among Arab Youth (63 per cent of those surveyed) and particularly in Saudi Arabia (91 per cent), and his programme of economic and social development.

She went on to highlight the ambition of Arab youth, adding: “The UAE has launched a number of initiatives that activate hope among youth, which reiterates the desire of the government to open fresh opportunities for young people by working directly with them.”

HE Al Hashimy said it is the UAE’s strategy to integrate and engage with young people, and youth engagement was a priority for Expo 2020 Dubai. “Nearly 30 per cent of the employees Expo 2020 are below the age of 30. We have a department dedicated to youth affairs, Youth Connect, and to promoting Expo 2020 Dubai in schools and universities. Volunteering is another major part of Expo – and a major focus of our volunteers programme are young people.

Turki bin Abdullah Aldakhil, General Manager of Al Arabiya News Channel, said the finding that ‘Young Arabs see Saudi Crown Prince Mohammed bin Salman as a strong leader who will shape the next decade’ is very important because its shows that: “Arab youth believe in his role in fighting extremism. They see him as a one of them, someone who thinks like them, and as someone who has broken the stereotype of a rigid political leader.”

Aldakhil added, “It is not only His Highness’ development mindset that inspires youth but also because he wants to present the real Islam to the world, as many Arab youth were embarrassed to express their religion because of the way in which Daesh represented Islam.” On the observation that an increasing number of Arab youth perceive the Arab Spring to have impacted the region negatively, Dalia Khorshid, former Investment Minister of Egypt, said the Arab Spring was a wave of change – and – “an expression of how youth wanted to dictate their future and create the environment they want”.

She said: “Egypt marked 2016 as the Year of Youth, when the government focused on listening to young people and discussing various issues. There are bound to be differences but it is healthy. The key aspect is to understand that youth aspire to make a difference, and with digital technology, things are going to change faster.”

Professor Tom Fletcher CMG, Visiting Professor of International Relations at NYUAD and Visiting Professor and Special Advisor, Emirates Diplomatic Academy, said the real challenge for governments anywhere is that young people globally are finding it harder to trust the generation in office to leave the world in a better shape than it is today – with the exception of some countries, such as the UAE and Saudi Arabia.

He added that “the magnetic quality of the UAE to attract people is a result of the opportunities that the nation creates”. He underpinned the need for “getting the education system right” to ensure that “women are not just behind the steering wheel of cars but also steering the boardrooms.”

Prof. Fletcher added: “What we learn from the digital age is that popularity is easy to gain, hard to hold on to and easier still to lose”, and it is important for leaders to “continue to deliver and take the people with them – thinking of the long-term”.

Read the full findings and expert insight and commentary on this year’s Survey at www.arabyouthsurvey.com

About the Arab Youth Survey The ASDA’A Burson-Marsteller Arab Youth Survey, launched in 2008, is the largest survey of its kind of the Middle East’s largest demographic – its youth. It provides governments, the private sector and civil society with insights into the hopes, concerns and aspirations of Arab youth. For the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, PSB Research, an international polling firm, conducted 3,500 face-to-face interviews with Arab national men and women aged 18-24 between January 21 and February 20, 2017, in the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), North Africa (Algeria, Egypt, Libya, Morocco, and Tunisia) the Levant (Iraq, Jordan, Lebanon and Palestinian Territories) and Yemen. The margin of error is +/-1.65%. In-depth results from the Survey, including a white paper in Arabic and English, are available on www.arabyouthsurvey.com

About Burson Cohn & Wolfe Burson Cohn & Wolfe (BCW) is one of the world’s largest, full-service, global communications agencies with deep expertise in digital and integrated communications, across all industry sectors. The agency combines expertise in digitally driven, creative content and integrated communications – across the consumer, healthcare and technology sectors – with deep strength in public affairs, corporate reputation, crisis, and research and analytics. Burson Cohn & Wolfe is a network of more than 4,000 employees across 42 countries.

About ASDA’A Burson-Marsteller Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy and an integral part of top three global firm – Burson Cohn & Wolfe. With 10 wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa, the agency provides services to governments, multinational businesses, regional corporate clients and institutions. The firm operates five specialist communication practices – Consumer & Healthcare, Corporate, Financial, Enterprise & Technology and Public Affairs. A digital, design and marketing subsidiary – Proof IC – and a full-service research insights agency – PSB Research Middle East – complete the offering. www.asdaabm.com www.arabyouthsurvey.com

About PSB Research: PSB is a full-service global custom research and analytics consultancy that connects data-driven insights with human experience to help the world’s most admired brands solve their most critical challenges. PSB brings together the lessons from the campaign trail and the boardroom along with a competitive mindset that is fast and focused on winning. Rooted in the science of public opinion and advanced analytics, PSB specializes in providing messaging and strategic guidance for blue-chip political, corporate, technology, healthcare, entertainment, and government/public sector clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices around the world, including in Washington D.C., New York, Seattle, Los Angeles, Denver, London and Dubai. More at www.psbresearch.com

For further information please contact:

Sunil John/ Margaret Flanagan ASDA’A Burson-Marsteller Dubai, UAE T: 971 4 4507600 E: ays@bm.com www.arabyouthsurvey.com

Findings from 10th Annual ASDA’A Burson-Marsteller Arab Youth Survey released

Survey finds young people across the region also view the UAE as a model for their own countries to emulate Young Emiratis are overwhelmingly positive about the direction of their country, and believe their best days are yet to come Young Arabs view the UAE as the top ally while Emirati youth see Saudi Arabia, Egypt, and Kuwait as their country’s strongest allies Young Emiratis strongly support the introduction of Value Added Tax (VAT)

The United Arab Emirates retains its position as the top country Arab youth would like to live in and want their own countries to emulate for the seventh year running, according to the ASDA’A Burson-Marsteller Arab Youth Survey 2018, released today.

The 10th annual Survey also reveals that young Emiratis are extremely optimistic about their futures and that young Arabs across the region view the UAE as the top ally of their respective countries.

The ASDA’A Burson-Marsteller Arab Youth Survey is the largest survey of its kind of the Middle East’s largest demographic – its youth. For this year’s Survey, international polling firm PSB Research conducted 3,500 face-to-face interviews with men and women aged 18-24 in 16 Arab nations, between January 21 and February 20, 2018.

More than one-in-three (35 per cent) respondents across the 16 Arab countries, say the United Arab Emirates is the country they would most like to live in, far surpassing global powers like the US, Canada (both 18 per cent), Germany (12 per cent) as well as Saudi Arabia (16 per cent) and other Arab countries. More than a third (37 per cent) of Arab youth also say the UAE is a model country for their own, once again far surpassing the US, Canada (both 17 per cent), Japan (15 per cent), and others.

Young Emiratis agree with the positive perceptions of the UAE across the region, with 99 per cent of the UAE’s youth saying their country is heading in the right direction and more than four-in-five (85 per cent) saying their best days are ahead of them. The Survey’s findings correspond to the UAE’s position in international rankings. The UN Sustainable Development Solutions Network’s 2018 World Happiness Report ranks the UAE as the happiest Arab country and 20th out of 156 countries overall. The UAE also leads the region in the World Bank’s Ease of Doing Business table, and, according to the World Economic Forum, is first among the GCC states for gender equality.

Sunil John, founder of ASDA’A Burson-Marsteller and President, Middle East, Burson Cohn & Wolfe, said: “Throughout the Survey’s history, the UAE has consistently been chosen by Arab youth as the nation that best fits their aspirations. As one of the first countries in the region to focus on diversifying the economy to create better opportunities for its young people, the UAE continues to inspire the region with its future-focused vision.”

Among young Arabs across the region, the United Arab Emirates also remains the top ally, with 37 per cent saying the UAE is their country’s top ally, followed by Saudi Arabia (35 per cent), Kuwait (22 per cent), Russia (20 per cent), and Egypt (19 per cent). Young Emiratis view Saudi Arabia, Egypt, and Kuwait as their country’s top allies.

Young Emiratis also expressed strong support for the introduction of Value Added Tax (VAT). Nearly three-in-four (71 per cent) young Emiratis say they support the five per cent Value Added Tax (VAT), introduced by the UAE government in January 2018. Only 27 per cent say they oppose the new tax.

For this year’s Survey, international polling firm PSB Research conducted face-to-face interviews with exclusively Arab national men and women in the six Gulf Cooperation Council (GCC) countries of the UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain; Iraq, Egypt, Jordan, Lebanon, Libya, the Palestinian Territories, Tunisia, Morocco, Algeria and Yemen.

Other key findings from the ASDA’A Burson-Marsteller Arab Youth Survey 2018:

Youth say the past decade – shaped by the Arab Spring and Daesh – has left the Middle East drifting off course To steer the region in the right direction, action is needed on jobs, education, corruption and the fight against terror While young Arabs increasingly turn to social media for their news, they see CNN as the most trusted and al Jazeera as the least trusted news sources Inspired by the Digital Revolution, future Arab entrepreneurs turn to the tech sector, which offers plentiful opportunities in the region

Read the full findings and expert insight and commentary on this year’s Survey at www.arabyouthsurvey.com

About the Arab Youth Survey The ASDA’A Burson-Marsteller Arab Youth Survey, launched in 2008, is the largest survey of its kind of the Middle East’s largest demographic – its youth. It provides governments, the private sector and civil society with insights into the hopes, concerns and aspirations of Arab youth. For the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, PSB Research, an international polling firm, conducted 3,500 face-to-face interviews with Arab national men and women aged 18-24 between January 21 and February 20, 2017, in the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), North Africa (Algeria, Egypt, Libya, Morocco, and Tunisia) the Levant (Iraq, Jordan, Lebanon and Palestinian Territories) and Yemen. The margin of error is +/-1.65%. In-depth results from the Survey, including a white paper in Arabic and English, are available on www.arabyouthsurvey.com

About Burson Cohn & Wolfe Burson Cohn & Wolfe (BCW) is one of the world’s largest, full-service, global communications agencies with deep expertise in digital and integrated communications, across all industry sectors. The agency combines expertise in digitally driven, creative content and integrated communications – across the consumer, healthcare and technology sectors – with deep strength in public affairs, corporate reputation, crisis, and research and analytics. Burson Cohn & Wolfe is a network of more than 4,000 employees across 42 countries.

About ASDA’A Burson-Marsteller Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy and an integral part of top three global firm – Burson Cohn & Wolfe. With 10 wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa, the agency provides services to governments, multinational businesses, regional corporate clients and institutions. The firm operates five specialist communication practices – Consumer & Healthcare, Corporate, Financial, Enterprise & Technology and Public Affairs. A digital, design and marketing subsidiary – Proof IC – and a full-service research insights agency – PSB Research Middle East – complete the offering. www.asdaabm.com www.arabyouthsurvey.com

About PSB Research: PSB is a full-service global custom research and analytics consultancy that connects data-driven insights with human experience to help the world’s most admired brands solve their most critical challenges. PSB brings together the lessons from the campaign trail and the boardroom along with a competitive mindset that is fast and focused on winning. Rooted in the science of public opinion and advanced analytics, PSB specializes in providing messaging and strategic guidance for blue-chip political, corporate, technology, healthcare, entertainment, and government/public sector clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices around the world, including in Washington D.C., New York, Seattle, Los Angeles, Denver, London and Dubai. More at www.psbresearch.com

For further information please contact:

Sunil John/ Margaret Flanagan ASDA’A Burson-Marsteller Dubai, UAE T: 971 4 4507600 E: ays@bm.com www.arabyouthsurvey.com

Findings from 10th Annual ASDA’A Burson-Marsteller Arab Youth Survey released

Youth across the region expect the Saudi Crown Prince to have a bigger impact on the region over the next 10 years than any other Arab leader Survey finds young people in the Kingdom and across the region back the decision to allow Saudi women to drive and fully support anti-corruption crackdown Young Saudis are highly confident that Vision 2030 will be a success

Arab youth expect Saudi Crown Prince Mohammed bin Salman to have a bigger impact on the Middle East than any other Arab leader, according to the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, released today.

Young Arabs throughout the Middle East express a high level of confidence in the Crown Prince and his leadership, with 63 per cent supporting his appointment, 64 per cent viewing him as a strong leader, and 59 per cent saying Mohammed bin Salman will lead Saudi Arabia in the right direction. Support for the new Crown Prince among Saudi youth is overwhelming, with 91 per cent of young Saudis supporting his appointment, 97 per cent considering him a strong leader, and 90 per cent saying Mohammed bin Salman will move the country in the right direction.

The ASDA’A Burson-Marsteller Arab Youth Survey is the largest survey of its kind of the Middle East’s largest demographic – its youth. For this year’s Survey, international polling firm PSB Research conducted 3,500 face-to-face interviews with men and women aged 18-24 in 16 Arab nations, between January 21 and February 20, 2018.

Sunil John, founder of ASDA’A Burson-Marsteller and President, Middle East, Burson Cohn & Wolfe, said: “This is a milestone Survey for us, marking a full decade of the region’s leading study into its most important demographic.

“This year’s edition is titled ‘A Decade of Hopes & Fears’ and features insights into young people’s concerns over jobs, education, security and corruption. Looking forward to the next decade, it’s clear that Mohammed bin Salman represents great hope for young Arabs across the region who demand to see clear action on these pressing issues.”

Young Arabs express strong support for Saudi Arabia’s recent reforms, with 88 per cent across the region supporting the decision to allow women to drive and 86 per cent supporting the anti-corruption drive.

Asked about Saudi Vision 2030, the Crown Prince’s roadmap to diversify the Saudi economy, 92 per cent of young Saudis say they are confident that the plan will succeed in securing the future of the Saudi economy.

Young Saudis are also extremely optimistic about their futures, with 91 per cent saying their country is moving in the right direction, compared to 54 per cent of young Arabs across the region, and just 13 per cent of youth in the Levant. More than four-in-five (82 per cent) of young Saudis also say their best days are ahead of them.

Other key findings from the ASDA’A Burson-Marsteller Arab Youth Survey 2018:

Youth say the past decade – shaped by the Arab Spring and Daesh – has left the Middle East drifting off course To steer the region in the right direction, action is needed on jobs, education, corruption and the fight against terror Young Arabs are convinced that Daesh – and its ideology – will be completely defeated While young Arabs increasingly turn to social media for their news, they see CNN as the most trusted and al Jazeera as the least trusted news sources Inspired by the Digital Revolution, future Arab entrepreneurs turn to the tech sector, which offers plentiful opportunities in the region

Read the full findings and expert insight and commentary on this year’s Survey at www.arabyouthsurvey.com

About the Arab Youth Survey The ASDA’A Burson-Marsteller Arab Youth Survey, launched in 2008, is the largest survey of its kind of the Middle East’s largest demographic – its youth. It provides governments, the private sector and civil society with insights into the hopes, concerns and aspirations of Arab youth. For the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, PSB Research, an international polling firm, conducted 3,500 face-to-face interviews with Arab national men and women aged 18-24 between January 21 and February 20, 2017, in the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), North Africa (Algeria, Egypt, Libya, Morocco, and Tunisia) the Levant (Iraq, Jordan, Lebanon and Palestinian Territories) and Yemen. The margin of error is +/-1.65%. In-depth results from the Survey, including a white paper in Arabic and English, are available on www.arabyouthsurvey.com

About Burson Cohn & Wolfe Burson Cohn & Wolfe (BCW) is one of the world’s largest, full-service, global communications agencies with deep expertise in digital and integrated communications, across all industry sectors. The agency combines expertise in digitally driven, creative content and integrated communications – across the consumer, healthcare and technology sectors – with deep strength in public affairs, corporate reputation, crisis, and research and analytics. Burson Cohn & Wolfe is a network of more than 4,000 employees across 42 countries.

About ASDA’A Burson-Marsteller Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy and an integral part of top three global firm – Burson Cohn & Wolfe. With 10 wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa, the agency provides services to governments, multinational businesses, regional corporate clients and institutions. The firm operates five specialist communication practices – Consumer & Healthcare, Corporate, Financial, Enterprise & Technology and Public Affairs. A digital, design and marketing subsidiary – Proof IC – and a full-service research insights agency – PSB Research Middle East – complete the offering. www.asdaabm.com www.arabyouthsurvey.com

About PSB Research: PSB is a full-service global custom research and analytics consultancy that connects data-driven insights with human experience to help the world’s most admired brands solve their most critical challenges. PSB brings together the lessons from the campaign trail and the boardroom along with a competitive mindset that is fast and focused on winning. Rooted in the science of public opinion and advanced analytics, PSB specializes in providing messaging and strategic guidance for blue-chip political, corporate, technology, healthcare, entertainment, and government/public sector clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices around the world, including in Washington D.C., New York, Seattle, Los Angeles, Denver, London and Dubai. More at www.psbresearch.com

For further information please contact:

Sunil John/ Margaret Flanagan ASDA’A Burson-Marsteller Dubai, UAE T: 971 4 4507600 E: ays@bm.com www.arabyouthsurvey.com

Findings from 10th Annual ASDA’A Burson-Marsteller Arab Youth Survey released

Survey finds Arab youth overwhelmingly back Mohammed Bin Salman’s move to allow Saudi women to drive and fully support his anti-graft crackdown Majority of Arab youth say Daesh (ISIS) and its ideology are heading for total defeat In a dramatic geostrategic shift over the past two years, U.S. is now seen as an adversary by young Arabs, while Russia cements place as top non-Arab ally

In a region they view as having drifted off course over the past decade, young Arabs say action on jobs, education, fighting terrorism and corruption is needed to steer the region in the right direction. Arab youth overwhelmingly support the reforms Saudi Arabia’s Crown Prince Mohammed Bin Salman is spearheading and view him as a strong leader who will shape the region over the next decade, according to the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, released today.

The survey also reveals that the perception of global power in the region has shifted markedly, with a majority of Arab youth across the region now viewing the U.S. as an adversary and Russia, instead, seen as the top non-Arab ally among young people.

The ASDA’A Burson-Marsteller Arab Youth Survey is the largest survey of its kind of the Middle East’s largest demographic – its youth. For the 10th annual survey, international polling firm PSB Research conducted 3,500 face-to-face interviews with men and women aged 18-24 in 16 Arab nations and territories, between January 21 and February 20, 2018.

The majority of young Arabs (55 percent) say they believe the region has moved in the wrong direction over the past decade – a period stamped by the Arab Spring and the rise of Daesh. Pessimism is particularly pronounced in the Levant, where 85 percent say the region has moved in the wrong direction. Defeating terrorism, providing well-paying jobs, better education and fighting corruption are all cited by youth as the main action areas to move things back on track over the next decade.

Young Arabs are also throwing their support behind Saudi Arabia’s young Crown Prince, Mohammed Bin Salman, and view him as the Arab leader likely to have the greatest impact on the region over the next 10 years. Asked about the reforms introduced by the Crown Prince, 88 percent of young Arabs support Saudi Arabia’s decision to allow women to drive and 86 percent (94 percent among young Saudis) support his anti-corruption drive, which saw dozens of leading businessmen and senior royals detained over graft allegations.

“Over the past 10 years, the Arab Youth Survey has provided insights into many momentous changes in the region, and this year is no exception,” said Donna Imperato, CEO, Burson Cohn & Wolfe. “This annual review of the thoughts and concerns of Arab Youth provides an important framework for understanding what is most important to the region’s next generation of business leaders and policy makers.”

An overwhelming majority (78 percent) of Arab youth say Daesh has become weaker over the past year and, furthermore, 58 percent say Daesh and its ideology will be completely defeated. It marks a significant shift from 2015 when only 47 percent of young Arabs expressed any confidence in their government’s ability to deal with the terrorist organisation.

In another dramatic shift, young Arabs now view the U.S. as an adversary, while Russia has taken America’s spot as the top non-Arab ally. A majority (57 percent) of Arab youth say the U.S. is an adversary of their country (up from 32 percent in 2016) versus 35 percent who see America as an ally (down from 63 percent in 2016). When asked to name their country’s top allies, young Arabs are most likely to cite the UAE, Saudi Arabia and Kuwait, followed by Russia in fourth place and Egypt in fifth. The U.S. has dropped out of the top five for first time in the survey’s history, falling to 11th place.

This finding stands in contrast to the response from young Arabs when asked which country other than their own they would most like to live in, and which they would like their own nation to emulate, where the U.S. ranks second, behind the UAE. Additionally, respondents’ most trusted media brand is CNN.

Sunil John, founder of ASDA’A Burson-Marsteller and President, Middle East, Burson Cohn & Wolfe, said: “This is a milestone survey for us, marking a full decade of the region’s leading study into its most important demographic.

“This year has produced some striking findings, including more evidence that the region’s youth view the U.S. in a very different light from previous years, and that the majority of young people now envision a future where Daesh and its ideology have no place whatsoever.”

For this year’s survey, international polling firm PSB Research conducted 3,500 face-to-face interviews with exclusively Arab national men and women in the six Gulf Cooperation Council (GCC) countries of the UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain; Iraq, Egypt, Jordan, Lebanon, Libya, the Palestinian territories, Tunisia, Morocco, Algeria and Yemen. The sample comprised 50 percent male and 50 percent female respondents.

Other key findings from the ASDA’A Burson-Marsteller Arab Youth Survey 2018:

The UAE remains the top country Arab youth want to live in and want their own countries to emulate Youth in the Levant have an increasingly bleak outlook compared with peers in North Africa and the Gulf States While young Arabs increasingly turn to social media for their news, they see CNN as the most trusted and Al Jazeera as the least trusted news sources Inspired by the digital revolution, future Arab entrepreneurs turn to the tech sector, which offers plentiful opportunities in the region

Read the full findings and expert insight and commentary on this year’s Survey at www.arabyouthsurvey.com

About the Arab Youth Survey The ASDA’A Burson-Marsteller Arab Youth Survey, launched in 2008, is the largest survey of its kind of the Middle East’s largest demographic – its youth. It provides governments, the private sector and civil society with insights into the hopes, concerns and aspirations of Arab youth. For the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, PSB Research, an international polling firm, conducted 3,500 face-to-face interviews with Arab national men and women aged 18-24 between January 21 and February 20, 2017, in the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), North Africa (Algeria, Egypt, Libya, Morocco, and Tunisia) the Levant (Iraq, Jordan, Lebanon and Palestinian Territories) and Yemen. The margin of error is +/-1.65%. In-depth results from the Survey, including a white paper in Arabic and English, are available on www.arabyouthsurvey.com

About Burson Cohn & Wolfe Burson Cohn & Wolfe (BCW) is one of the world’s largest, full-service, global communications agencies with deep expertise in digital and integrated communications, across all industry sectors. The agency combines expertise in digitally driven, creative content and integrated communications – across the consumer, healthcare and technology sectors – with deep strength in public affairs, corporate reputation, crisis, and research and analytics. Burson Cohn & Wolfe is a network of more than 4,000 employees across 42 countries.

About ASDA’A Burson-Marsteller Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy and an integral part of top three global firm – Burson Cohn & Wolfe. With 10 wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa, the agency provides services to governments, multinational businesses, regional corporate clients and institutions. The firm operates five specialist communication practices – Consumer & Healthcare, Corporate, Financial, Enterprise & Technology and Public Affairs. A digital, design and marketing subsidiary – Proof IC – and a full-service research insights agency – PSB Research Middle East – complete the offering. www.asdaabm.com www.arabyouthsurvey.com

About PSB Research: PSB is a full-service global custom research and analytics consultancy that connects data-driven insights with human experience to help the world’s most admired brands solve their most critical challenges. PSB brings together the lessons from the campaign trail and the boardroom along with a competitive mindset that is fast and focused on winning. Rooted in the science of public opinion and advanced analytics, PSB specializes in providing messaging and strategic guidance for blue-chip political, corporate, technology, healthcare, entertainment, and government/public sector clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices around the world, including in Washington D.C., New York, Seattle, Los Angeles, Denver, London and Dubai. More at www.psbresearch.com

For further information please contact:

Catherine Sullivan Burson Cohn & Wolfe T: +1-212-614-4186 E: Catherine.Sullivan@bm.com

Margaret Flanagan ASDA’A Burson-Marsteller Dubai, UAE T: +971 4 450 7672 / +971 55 418 5732 E: margaret.flanagan@bm.com / ays@bm.com

Dalia Khorshid, Turki Aldakhil and Prof Tom Fletcher to join Her Excellency for discussion which will be livestreamed across social media channels

UAE Minister of State for International Cooperation and Director General, Dubai Expo 2020 Bureau, Her Excellency Reem Al Hashimy, and other leading experts will debate key findings from the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey when they are unveiled at the Armani Hotel, Dubai, on Tuesday, May 8.

In addition to Her Excellency, the high-profile panel will comprise Dalia Khorshid, Former Investment Minister of Egypt; Turki bin Abdullah Aldakhil, General Manager of Al Arabiya News Channel; and Prof Tom Fletcher, CMG, Visiting Professor of International Relations at NYUAD and Visiting Professor and Special Advisor at the Emirates Diplomatic Academy. The panel will be moderated by Nadine Hani, Senior Business News Presenter, Al Arabiya News Channel.

Sunil John, Founder, ASDA’A Burson-Marsteller and President, Middle East, of Burson Cohn & Wolfe, said: “We’re delighted to be hosting such a high calibre panel at this year’s Arab Youth Survey and we anticipate a thought-provoking debate to follow the unveiling of the findings. The milestone 10th edition promises to be more insightful than ever as we look at how the events and developments from the past decade have impacted young people across the region and get a greater understanding of the challenges and opportunities that lie ahead.

“The Arab Youth Survey is much more than just data, it is a platform for young Arabs to have their voices heard around the world. It reveals the hopes, aspirations and fears of the people who will shape the region’s future. It provides governments and businesses with actionable insights to make more relevant and effective decisions during times of great change.”

Before the debate, the findings of the Survey will be unveiled by Sunil John and Curtis Freet, CEO, PSB Research. The event will be livestreamed across Facebook, Instagram and Twitter and at www.arabyouthsurvey.com, where the results of this year’s Survey will be made immediately accessible to governments, businesses, academics, media and the public.

The ASDA’A Burson-Marsteller Arab Youth Survey is the largest survey of its kind of the Middle East’s largest demographic – its youth. For the 10th annual survey, international polling firm PSB Research conducted 3,500 face-to-face interviews with men and women aged 18-24 in 16 Arab states, between January 21 and February 20, 2018. This year’s findings, marking 10 years of the Arab Youth Survey, shed light on young people’s attitudes on the past decade, which has encompassed the global financial crisis, the Arab Spring, the rise of Daesh (ISIS) and a fall in global oil prices, as well as their aspirations for the next 10 years.

Join us live on May 8, 11.00am UAE time on Facebook: @ArabYouthSurvey, Instagram: Arab_Youth_Survey, or Twitter @ArabYouthSurvey Read the full findings and expert insight and commentary on this year’s Survey from Tuesday May 8th on www.arabyouthsurvey.com

About the Arab Youth Survey The ASDA’A Burson-Marsteller Arab Youth Survey, launched in 2008, is the largest survey of its kind of the Middle East’s largest demographic – its youth. It provides governments, the private sector and civil society with insights into the hopes, concerns and aspirations of Arab youth. For the 10th annual ASDA’A Burson-Marsteller Arab Youth Survey 2018, PSB Research, an international polling firm, conducted 3,500 face-to-face interviews with Arab national men and women aged 18-24 between January 21 and February 20, 2017, in the six Gulf Cooperation Council states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE), North Africa (Algeria, Egypt, Libya, Morocco, and Tunisia) the Levant (Iraq, Jordan, Lebanon and Palestinian Territories) and Yemen. The margin of error is +/-1.65%. In-depth results from the Survey, including a white paper in Arabic and English, are available on www.arabyouthsurvey.com

About ASDA’A Burson-Marsteller Established in 2000, ASDA’A Burson-Marsteller is the region’s leading public relations consultancy and an integral part of top three global firm – Burson Cohn & Wolfe. With 10 wholly-owned offices and seven affiliates across 15 countries in the Middle East and North Africa, the agency provides services to governments, multinational businesses, regional corporate clients and institutions. The firm operates five specialist communication practices – Consumer & Healthcare, Corporate, Financial, Enterprise & Technology and Public Affairs. A digital, design and marketing subsidiary – Proof IC – and a full-service research insights agency – PSB Research Middle East – complete the offering. www.asdaabm.com www.arabyouthsurvey.com

About PSB Research: PSB is a full-service global custom research and analytics consultancy that connects data-driven insights with human experience to help the world’s most admired brands solve their most critical challenges. PSB brings together the lessons from the campaign trail and the boardroom along with a competitive mindset that is fast and focused on winning. Rooted in the science of public opinion and advanced analytics, PSB specializes in providing messaging and strategic guidance for blue-chip political, corporate, technology, healthcare, entertainment, and government/public sector clients. PSB’s operations include over 200 consultants and a sophisticated in-house market research infrastructure with the capability to conduct work in over 90 countries. The company operates offices around the world, including in Washington D.C., New York, Seattle, Los Angeles, Denver, London and Dubai. More at www.psbresearch.com

About Burson Cohn & Wolfe Burson Cohn & Wolfe (BCW) is one of the world’s largest, full-service, global communications agencies with deep expertise in digital and integrated communications, across all industry sectors. The agency combines expertise in digitally driven, creative content and integrated communications – across the consumer, healthcare and technology sectors – with deep strength in public affairs, corporate reputation, crisis, and research and analytics. Burson Cohn & Wolfe is a network of more than 4,000 employees across 42 countries.

For further information please contact:

Margaret Flanagan ASDA’A Burson-Marsteller Dubai, UAE T: +971 4 450 7672 / +971 55 418 5732 E: margaret.flanagan@bm.com / ays@bm.com