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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.

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Sep 29, 2019

Two-thirds of young Arabs view Iran as an enemy, 11th Arab Youth Survey 2019 shows

Two-thirds of young Arabs view Iran as an enemy, according to findings from the 2019 ASDA’A BCW Arab Youth Survey which were debated at a special event for academics, journalists, policymakers and diplomats held at the London think tank Chatham House last week.

The event, “2019 Arab Youth Survey: Pragmatism, Frustration and Optimism,” featured a presentation of key findings from this year’s Survey, now in its 11th edition, including new data about young Arabs’ attitudes towards European nations and a panel discussion, chaired by Dr Sanam Vakil, Senior Research Fellow, Middle East and North Africa Programme, Chatham House.

With tensions running high in the Middle East after the strikes on Saudi Arabian oil installations on September 14, 2019, an attack which many observers are blaming on Iran the event proved to be an opportune moment to revisit Arab youth’s attitudes to their perceived allies and enemies. The Survey, conducted in January 2019, reveals that 67 per cent of young Arabs view Iran as an enemy, with 32 per cent viewing it as an ally.

The data reveals significant differences in perception based on region: in the GCC states, 87 per cent view Iran as an enemy, with just 13 per cent saying ally; while in the Levant, youth are equally split, with 51 per cent saying enemy against 49 per cent saying ally. In North Africa, 64 per cent saw Iran as an enemy, with 35 per cent saying ally.

New findings from the Survey reveal that young Arabs are generally favourable towards European nations, with three European nations among the top 10 viewed as a strong ally. France is viewed as an ally by 75 per cent of those surveyed, closely followed by Germany with 73 per cent and the UK at 68 per cent. Arab youth attitudes towards the US are much more polarised, with more than half (59 per cent) considering the US to be an enemy of their respective countries.

Closer to home, 93 per cent of young Arabs seeing the UAE as their strongest ally, while 80 per cent seeing Saudi Arabia as their biggest ally – showing a high favourability towards the GCC.

Participating in the panel Sunil John, Founder, ASDA’A BCW, and President, Middle East, BCW said, “We’re moving from the power hubs of Baghdad and Cairo to those of Riyadh and Abu Dhabi.”

In addition to John, the panel, which explored the potential of harnessing the findings of the Arab Youth Survey to steer policy- and decision- making and to shed light on young people’s attitudes towards  countries around the world,  comprised  Dr Simon Mabon, Senior Lecturer in Politics, Philosophy and Religion, University of Lancaster; and Sara Masry, an independent consultant. Dr Mabon provided his expert opinions on religion and regional conflicts, while Masry provided strategic insight into Arab societies and the role of social media among Arab youth.

Addressing the audience at the event, John said, “We are proud to bring our research on the largest demographic of the Arab world to one of the foremost think-tanks in the world. To bring about any progressive change, a dialogue must happen. This dialogue here today at Chatham House heralds the larger discourse of an evolving global future that has, till now, often failed to hear the voice of Arab youth.”

The Arab Youth Survey is the largest study of its kind into the region’s largest demographic: its youth. Every year, ASDA’A BCW generates evidence-based insights that provide governments, the private sector, media and civil society with critical information and analysis to inform decision-making and policy formation and build greater awareness of Arab youth.

The full survey data is available at www.arabyouthsurvey.com.

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May 28, 2019

ASDA’A BCW named ‘Middle East Consultancy of the Year’ at the EMEA SABRE 2019 Awards

ASDA’A BCW cemented its position as the Middle East’s leading Public Relations firm after being named ‘Middle East Consultancy of the Year’ at the prestigious EMEA SABRE Awards 2019 ceremony in London hosted by The Holmes Report.

The SABRE Awards are the largest PR industry prizes in the world and are deemed the ultimate benchmark in PR performance. This year’s SABRE Awards EMEA shortlist included 400 campaigns selected from over 600 entries.

In recognising ASDA’A BCW, The Holmes Report said: “ASDA’A BCW’s maturity is reflected by an integrated offer that is perhaps best known for its ability to handle regional projects for government agencies, NGOs and corporations, and for its high-end corporate capabilities. But the firm also has strength in brand marketing, public affairs and tech.”

Sunil John, Founder and CEO of ASDA’A BCW, said: “We are extremely grateful for this wonderful recognition from The Holmes Report which honours not just our breadth of expertise but the strength of our creative work that moves people and delivers measurable business results for our clients. Congratulations to everyone at ASDA’A BCW for their dedication and great work. We are grateful to our clients for their confidence in the Agency’s competencies.”

The Middle East PR Consultancy of the Year award is the result of a thorough research process by a number of The Holmes Report editors, who review the submissions and travel the region to undertake face-to-face meetings throughout the year.

Paul Holmes, Founder and Chair of The Holmes Group, said: “Now in its 15th year, the SABRE Awards EMEA are all about engagement, credibility and relationship building. The jury made up of over 60 peers choose to award those agencies, corporate teams and individuals they believe to excel in those credentials.”

Since its founding in 2000, ASDA’A BCW has been a pioneer of public relations in the Middle East. With five dedicated practices – Consumer & Healthcare, Enterprise & Technology, Financial, Public Affairs and Corporate – it has grown to be the agency of record for regional businesses, governments and multinationals alike.

Proof IC, the digital and design firm, and PSB Middle East, the research arm, are fully-owned subsidiaries of ASDA’A BCW, together bringing cut-through solutions that encompass public relations, research and digital. Today, the Agency employs nearly 200 professionals across nine wholly-owned and eight affiliates – in 15 Middle East & North Africa (MENA) countries.

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Apr 7, 2019

ASDA’A BCW to unveil findings of 11th annual Arab Youth Survey on April 30

ASDA’A BCW, the leading PR agency in the Middle East and North Africa, will unveil the findings of its 11th annual Arab Youth Survey, the largest independent study of its kind on the region’s largest demographic – its youth – on April 30 in Dubai.

This year’s survey marks the first time that the thought leadership initiative, with a distinctive new logo and brand identity, will be presented by ASDA’A BCW, following the global merger of WPP’s Burson-Marsteller and Cohn & Wolfe firms last year.

The ASDA’A BCW Arab Youth Survey underlines the agency’s ‘power of three’ model, which combines public relations, research and digital capabilities through three specialist brands. ASDA’A BCW works closely with its sister company PSB Middle East, the research firm, which conducted 3,500 face-to-face interviews with young Arab nationals aged 18 to 24 in 16 MENA countries; while Proof, the digital, data and design agency, drives digital and creative aspects of the Survey including the new logo and brand identity, and its digital and social presence.

With 65 per cent of the Arab population under the age of 30, the Survey presents evidence-based insights into the attitudes of Arab youth, providing public and private sector organisations with data and analysis to inform their decision-making and policy creation.

Sunil John, ASDA’A BCW’s President Middle East, said: “Over 11 years now, the Survey has provided credible pointers to the events shaping the region and highlights how young people here – the world’s youngest demographic – respond to them. The aspirations and attitudes of Arab youth serve as a compelling source of information and insight to help shape policies and drive business strategies.”

The launch event will be live streamed on ASDA’A BCW Arab Youth Survey’s social media platforms including Facebook and Twitter in addition to real time updates on Instagram and LinkedIn and at www.arabyouthsurvey.com.

The Annual ASDA’A BCW Arab Youth Survey has also won the coveted IN2 SABRE Award for ‘Thought Leadership in PR’ in EMEA for three consecutive years and was awarded the PRWeek Global Award for Middle East Campaign of the Year in 2018.

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Feb 27, 2019

STARZ PLAY appoints ASDA’A BCW as communications partner to drive leadership in subscription video on demand services in MENA

STARZ PLAY – the MENA region’s fastest-growing subscription video on-demand service – has appointed ASDA’A BCW as its corporate communications partner.  The agency competed against several notable firms to win the competitive pitch.

STARZ PLAY is a subscription video on demand service that streams Hollywood movies, TV shows, documentaries, kids’ entertainment and same-day-as-the-US series – plus dedicated Arabic and Bollywood content – to 19 countries across the Middle East and North Africa. The Dubai-startup clinched leading market share since launch of services.

ASDA’A BCW will manage STARZ PLAY’s strategic PR and communications function and outreach throughout the GCC, North Africa and Levant.

Maaz Sheikh, Co-founder and CEO of STARZ PLAY, said: “Given the growth in subscription on demand video service in entertainment, STARZ PLAY was created with the aim to become the go-to choice for premium family content. We are a local platform for the region that strives to innovate in the digital space, and it was important for us to find a communications partner with strong regional presence that challenges convention. With the appointment of ASDA’A BCW as our communications agency, we look forward to an exciting period of growth.”

Sunil John, Founder and President of ASDA’A BCW, said: “This is an important win for us, as it demonstrates the strength of the agency’s position at the forefront of communications for leading tech and media brands within the region and beyond. Now is an exciting time to work alongside disruptive brands such as STARZ PLAY to act as a key contributor to building the firm’s presence in the Middle East and North Africa’s technology and media sector.”

ASDA’A BCW has won more regional and international industry awards than any other PR agency in the Middle East and has an unrivalled portfolio of globally-renowned and retained client accounts.

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Feb 26, 2019

Sunil John: CEOs should take a stand on relevant social issues but authenticity is key

If ever an industry was to have earned a reputation for conservatism and playing it safe when it comes to communications, it would be oil and gas. That goes double for the oil giants in the Middle East, whose operations are tied so inextricably with the economies and governments of the countries in which they operate.

So, it came as a complete surprise to me that one of the few articulate corporate voices to emerge after the killing of Jamal Khashoggi, and the subsequent boycott of Saudi Arabia’s flagship Future Investment Initiative by dozens of international companies in October last year, was that of Amin Nasser, the CEO of Saudi Aramco.

He appeared live on CNN to express his regret over the killing, and to say that he believed the Kingdom was fully aware of the gravitas of the situation, and was investigating the case.

It struck me that this single appearance has changed the communications landscape in the Middle East, where most business leaders suffer from ‘tall poppy syndrome’ and are afraid to speak out in fear of being cut down to size by peers or, more likely, governments. Here was a businessman unafraid to speak out on an issue on everyone’s lips, but which every regional CEO wanted to avoid at all costs.

It sparked an article I wrote at the beginning of the year, where I argued that, in this day and age, CEOs in the Middle East have a duty to stick their heads above the parapet, and a subsequent industry panel session I hosted on this issue: Should CEOs, and the companies and brands they represent, take a stand on policy-making and political issues?

Ultimately, the panel, comprising CEOs and communications professionals from government and multinationals based in the region, agreed that now is the time to take a stand – but with some caveats.

CEOs that do take a stand can reap rewards when their values connect strongly with their audience. Ultimately, though, a CEO’s responsibility is to the business, and the risk-reward strategy needs to be properly ascertained, especially in a region where social issues and politics are frequently indistinguishable, and governments can exercise significant power over the business world.

CEOs that want to engage on social media need to know what they’re signing up for. Where once a public-facing CEO would act through a spokesperson, today’s outspoken executives have direct access to stakeholders through social media. There’s no filter, and once released, the genies aren’t going back into the bottle.

In an era of #fakenews, more people are looking to CEOs. Brands aspire to foster trust; today’s CEOs are more and more expected to embody their organisation’s brand values, and, when a trusted connection is made, then these CEOs have a responsibility to act in the interest of consumers to maintain that trust, even in areas not totally related to the business.

And, related to that, the panel agreed that authenticity is key. I would even take that a step further: I firmly believe that authenticity will be the new measure of successful communications.

As PR practitioners it is our job to work with CEOs to ensure they emphasise the truth, broadcast the facts and present an image of unimpeachable honesty. We need to make the CEO more human, more authentic and more transparent – that will be the new measure of effective communications.

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Feb 26, 2019

In conversation with MEPRA: Sunil John

ASDA’A BCW President – Middle East Sunil John was one of the first people to be named a MEPRA Fellow by the Middle East Public Relations Association. This fellowship recognises PR professionals that have made a significant contribution to the communications industry.

In a recent interview with MEPRA, Sunil reveals his early career in journalism, his best career advice for budding PR professionals and how he grew ASDA’A BCW to become the biggest PR agency in the Middle East.

Watch the video below.

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Feb 20, 2019

CEO Activism: Five things we learned at In2SummitMENA

In a column for Arabian Business earlier this year, Sunil John, ASDA’A BCW’s President, Middle East, posited that ‘2019 is the year of the socially conscious CEO’. While leaders have long avoided rocking the boat, he argued that in today’s climate, taking a stand is not a ‘nice to do’ but rather ‘a must-do’.

Sunil John, ASDA’A BCW President – Middle East

This was the topic up for debate during the opening panel at the 2nd In2 Innovation Summit MENA: Should CEOs, and the companies and brands they represent, take a stand on policy making and political issues?

Joining Sunil for the discussion on February 13 were Heba Fatani, Executive Director of RAK Media Office, Maaz Sheikh, CEO and Founder of Starz Play Arabia, and Nicole Hayde, Senior Director of Corporate Relations for Visa MENA.

Here are our five key takeaways from the panel.

The In2SummitMENA panel

A CEO’s ultimate responsibility is to the business

Both Maaz and Heba likened a leadership role to taking an oath to preserve the best interests of your company. “If you speak out on an issue you personally feel strongly about, but your employees and shareholders are not aligned with it, you might end up alienating someone,” warned Heba.

Maaz added: “Sometimes you have to set aside your personal beliefs and make the bigger interests of your shareholders, employees and customers a higher priority.”

Maaz Sheikh, CEO and Founder, STARZ PLAY Arabia

However, CEOs that do take a stand can reap rewards when their values connect strongly with their audience

“Consumers are drawn to companies that are authentic and work hard at amplifying the things they stand for,” said Nicole. Sunil cited the example of Nike’s Colin Kaepernick ad campaign, a controversial move in a divisive political climate that ultimately paid off enormously.

In an era of #fakenews, more people are looking to CEOs for the truth

“Consumers are pivoting towards corporates for good governance and looking to CEOs to take more of a lead on providing trustworthy information,” Nicole said.

Nicole Hayde, Senior Director – Corporate Communications, MENA & SSA , Visa

Authenticity is key

It’s not enough to pay lip service -–you have to live your values. “When your core values are genuine and aligned with shared, human values that no one can dispute, your employees will feel proud to be associated with you,” said Heba, noting how the UAE government has made its core value of tolerance actionable, through its Year of Tolerance, the appointment of a Minister of Tolerance, and even the recent visit to the emirate by Pope Francis.

Heba Fatani, Executive Director, RAK Media Office

CEOs that want to engage on social media need to know what they’re signing up for

While social media can make CEOs appear more relatable and make communications feel more genuine, the ‘echo chamber’ will amplify your message, and the internet will preserve it forever. The best advice? According to Heba: “Take your time. See how things develop before you comment. Know when (and when not to) engage. And don’t be an angry tweeter.”

Ultimately, the conclusion was that, done correctly, CEO activism can reap real quantifiable rewards and create authentic connections, as long as it’s done responsibly (Maaz), with passion (Heba), and with relevance (Nicole). As long as it’s done right, it’s worth the potential risk.

Choose an issue or a cause that matters to you, your business and your shareholders and go after it with sincere passion – make it matter.

As Sunil concluded, “Taking a brave stand needs heart. Not every brand can do it.”

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Dec 20, 2018

ASDA’A BCW puts regional PR work on global stage with over 30 international award wins in 2018

ASDA’A BCW, the leading Middle East and North Africa PR agency, is demonstrating that regional work can compete on the global stage with more than 30 international award wins in 2018.

The  ‘Ford KSA: Women in the Driving Seat’ campaign was a standout, earning Ford MEA and ASDA’A BCW their first Gold SABRE at a ceremony Washington DC. The Agency was awarded Multi-Market Consultancy of the Year at the Gold Standards Award 2018 in Hong Kong, along with the Gold Standard Award for Social Media Communications for ‘Women in the Driving Seat.’

The ASDA’A BCW Arab Youth Survey won Gold for PR Week’s Middle East Campaign of the Year, as well as the coveted IN2 SABRE Award for ‘Thought Leadership in PR’ for a record third year running, while ‘Ford KSA: Women in the Driving Seat’ took the top spot in the competitive automotive category in the EMEA SABREs.

 

The Agency continued its winning streak at the International Business Awards 2018 – also known as the ‘Stevies’ – by clinching 28 award wins at the London event, including PR Agency of the Year for the MENA region and a coveted ‘Grand Stevie’ for being the most awarded PR agency.

Sunil John, President & Founder, ASDA’A BCW, said: “This has been a fantastic year for ASDA’A BCW, and I’m immensely proud of our teams who have gone the extra mile for our clients in delivering work of the highest international standards.”

Closer to home, the agency won three prizes at the Middle East Public Relations Association (MEPRA) Awards, including the Gold for its work on the New Year’s Eve extravaganza ‘Light Up 2018’ in Downtown Dubai with EMAAR; Silver for the Best Sustainability and Social Impact Campaign for the Dubai Fitness Challenge 2017; and Bronze in the same category for the 10th Annual ASDA’A BCW Arab Youth Survey.

 

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Nov 7, 2018

New findings from 10th ASDA’A BCW Arab Youth Survey unveiled at Berlin event hosted by UAE Embassy

Young Arabs believe that religion is essential to their identity, but also say that it plays too much of a role in today’s Middle East, according to newly released findings from the 2018 ASDA’A BCW Arab Youth Survey unveiled at a special German-Arab Friendship Association event hosted by H. E. Ali Abdulla Al Ahmed, the UAE Ambassador to Germany, at the Embassy of the UAE in Berlin.

Held under the theme “Investing in Arab Youth – Fostering Responsible Leadership” the event welcomed more than 80 distinguished guests, including MPs, diplomats academics and business leaders.

In his opening remarks, H. E. Ali Abdulla Al Ahmed told assembled guests: “The UAE is a young country, both in terms of when we were established, and in terms of our population. As we move beyond our dependence on our natural bounty of hydrocarbons, it is youth that will be our biggest asset. We are fortunate that, from our earliest days, our leadership has always focused on the issues most important to youth, especially education and employment, so our young people today are empowered to face the challenges and opportunities of our future diversified economy.”

He added: “Our dedication explains why the UAE is consistently ranked by the Survey as the number one country in which young Arabs would like to live, and would like their own countries to resemble.”

New findings from the Survey revealed that youth in the Arabian Gulf states are more likely to see religion as key to their identity, with 89 per cent agreeing with the statement ‘my religion is central to my identity’ compared with 74 per cent of those in the Levant countries, comprising Lebanon, Jordan, Iraq, and the Palestinian Territories. However, perhaps surprisingly given the importance of religion to their identity, two-thirds (68 per cent) of youth in the Gulf Co-operation Council states (GCC) agreed with the statement ‘religion plays too big a role in the Middle East’ – compared with just 56 per cent in the Levant.

Sunil John, founder & CEO of ASDA’A BCW and President of BCW Middle East, who presented the findings at the event at the Embassy of the United Arab Emirates in Berlin, said: “As the only European country to make the top five nations which Arab youth would choose to live in and emulate, the findings from the Arab Youth Survey clearly show an appreciation and recognition of Germany among the region’s youth. What’s more ambiguous in this year’s findings is the attitudes towards religion among young Arabs. Young people across the region clearly believe religion is central to their identity; it’s interesting, though, that a majority also believe it plays too big a role in defining the region itself.”

With the aim of exploring attitudes and sentiments of Arab youth across 16 countries in the Middle East and North Africa, the ASDA’A BCW Arab Youth Survey is an annual snapshot of the hopes, fears and perceptions of the region’s most important demographic – its youth – including how they view their future, the digital revolution and the shifting attitudes towards the region’s friends and foes.

The Survey showed that while the UAE is the country young Arabs would most like to live in, as well as that which they would most like their country to emulate, Germany ranked fifth in both responses, and was the only European nation to feature in this top five. The three countries where Germany scored highest as an aspirational country to live in were Morocco (23 per cent), Jordan (22 per cent), and Bahrain (21 per cent). Among those looking for their country to emulate Germany were youth responders from the Palestinian Territories (35 per cent), Jordan (19 per cent), and Bahrain (18 per cent).

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