Oct 17, 2019

ASDA’A BCW makes strategic hires for subsidiary companies Proof Communications and PSB

Leading Middle East PR agency ASDA’A BCW has increased its expertise with two new strategic hires for its subsidiary companies Proof Communications, the digital, data and design specialist, and PSB, its dedicated research company. The move comes as its Power of Three strategy continues to reap dividends by delivering a full service, integrated communications offering to clients throughout the Middle East and North Africa region.

Stefanie Spanos joins Proof Communication as Associate Director – Digital, bringing with her 12 years of experience from Canada, UK, and the UAE. Spanos was instrumental in launching the world’s largest blockchain festival  in Dubai and taking the Mohammed Bin Rashid Innovation Fund to market. She has previously worked with Edelman and is an expert in digital analytics and data in the communications and PR industry.

Michael Hodgkinson, who joins as Senior Consultant with PSB Middle East, is experienced in international communications and strategy research with high-profile firms in the Middle East and Europe. A graduate in Politics, Philosophy and Economics from the University of Oxford, Michael has led the GSK global delivery team at PSB as well as delivering numerous corporate and government projects in the Middle East.

Sunil John, Founder of ASDA’A BCW and President of BCW Middle East noted, “Public relations in MENA has always required a more nuanced approach than most other regions. We’re situated in one of the fastest advancing economies in the world, where digital communication and data are increasingly in demand. ASDA’A BCW extended its operation a few years ago to embrace a Power of Three strategy, including digital and data expertise through its wholly-owned subsidiaries Proof Communications and research through PSB. We are fortunate to have brought Stefanie and Michael aboard to strengthen our offering in these important sectors.”

Proof Communications began as the digital and branding division of ASDA’A BCW and grew into a fully-fledged digital and design agency that caters to clients across the Middle East. Proof’s most memorable campaigns in recent years include “We See Genius in Every Child” for GEMS Education as well as the multiple-award-winning Welcome to the Driver’s Seat Campaign by Ford Middle East, which marked the historic move to allow Saudi women to drive for the first time.

PSB specialises in custom research and analytics worldwide that uses a deep understanding of people, science and business to create human insights that inspire leaders to make more informed decisions with confidence. It has provided strategic guidance in sectors such as healthcare, technology, blue-chip corporate, financial, entertainment and public sectors in more than 100 countries. It is also a member of the BCW Group of companies, which is part of WPP, a creative transformation company.