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ASDA’A BCW, the leading integrated communications agency in the Middle East and North Africa, has been awarded a 2018 Global SABRE Award in PR for its work on Ford’s ‘Women in the Driving Seat’ campaign.

The Global SABRE Awards by The Holmes Report are the world’s biggest PR industry accolades. The Awards — which include competitions for the Americas, EMEA, Latin America and the Asia-Pacific region — attract more than 5,500 entries from more than 60 countries, so that the winners of the Global awards are the elite of the elite, representing best practice in categories ranging from social media to social responsibility, from public affairs to employee communications.

“Following the announcement by the Saudi Government to lift the ban on women driving in the Kingdom in September 2017, ASDA’A BCW planned this significant campaign for our client Ford Middle East.” said Sunil John, Founder & CEO of ASDA’A BCW and President, Middle East, of BCW. “It was hugely important for Ford to mark the moment, and to help celebrate women’s empowerment. This was a powerful and important story for the region, and one that required a sophisticated and creative approach. Being recognized among the very best campaigns in the world is a testament to how our local knowledge and expertise helped Ford connect with a very new and very welcome sales demographic – the women of Saudi Arabia.” For the campaign, ASDA’A BCW partnered with WPP sister agency GTB who created simple yet evocative artwork alongside the caption ‘Welcome to the Driver’s Seat’. This content was then posted across all Ford’s social media channels, with the agency engaging with consumers of all ages, and monitoring buzz. Further, ASDA’A BCW identified Sahar Nassif, a prominent 63-year-old influencer from Saudi Arabia who had expressed her desire to buy a Ford Mustang during a BBC Interview. A surprise campaign was developed, with the hashtag #MustangSahar, announcing ‘Your Mustang Awaits’, and Ford personally hand delivered a Ford Mustang to Sahar – an initiative that generated headlines throughout Saudi Arabia, the region and the world. In addition, Ford’s award-winning global safe driving programme, ‘Ford Driving Skills for Life’(DSFL), activated in Saudi Arabia through a first-of-its-kind variation on International Women’s Day, called ‘Driving Skills for Life for Her’ at Jeddah’s Effat University in KSA.

The agency created a customized introductory programme focused on building women’s confidence behind the wheel, expanding their automotive knowledge and preparing them to drive safely. Over 250 students participated, and Ford intends to make the new DSFL for Her an on-going programme for the Kingdom’s female drivers. The campaign received unprecedented coverage at the local, regional and international level resulting in 632 pieces of coverage reaching over 162 million people and achieved over 5 million impressions on social media giving Ford the number one share of voice in the Kingdom’s automotive field.

See the campaign summary video here:

ASDA’A BCW continues its winning streak at the International Business Awards 2018 – known as ‘the Stevies’. The agency collected a total of 28 awards, with five Gold, 10 Silver and 12 Bronze medals in the PR Category, including a Gold for PR Agency of the Year for the Middle East region, and a special ‘Grand Stevie’ for being the ‘Most Honoured Public Relations Agency’ globally.

‘We See Genius in Every Child’, an initiative for GEMS Education, clinched two Golds, for ‘Marketing: Consumer Services’ and for ‘Reputation/Brand Management’, along with two Silver awards for Corporate Communications and Community Relations.

Ford Middle East’s ‘Women in the Driving Seat’ campaign, which focused on the recently-lifted ban on women driving in the Kingdom of Saudi Arabia, won the Gold in the ‘Communications or PR Campaign of the Year – Global Issues’ category.

The 10th Annual Arab Youth Survey was awarded a Gold Stevie for ‘Best White Paper or Research Report’ for the 2018 edition ‘A Decade of Hopes and Fears’, which chronicles the findings of the survey on the region’s largest demographic, Arab youth. The Agency’s pioneering thought leadership initiative also took home three Bronze awards for ‘Communications Research’, ‘Global Issues’, and ‘Public Service’.

Projects by ASDA’A BCW that earned Silver and Bronze Stevie wins include the launch of Jebel Jails Flight: The World’s Longest Zipline for Ras Al Khaimah Tourism and Development Authority (RAKTDA); Dubai Fitness Challenge; Zabeel House MINI by JumeirahTM; work on the Global Education & Skills Forum and Global Teacher Prize 2018 for Varkey Foundation, and the Emaar New Year’s Eve event, Light Up 2018 Downtown Dubai at Burj Khalifa.

The International Business Awards are the world’s premier business awards programme, with the 2018 edition receiving 3,900 entries from 74 nations.

Sunil John, Founder & President of ASDA’A BCW, said: “This year has been one of change and growth for us as an agency, both regionally and globally. What remains consistent throughout is our endeavour to raise the bar of excellence within our industry. Our focus has always been on delivering the highest quality for our clients, and we’re delighted to have our team’s fantastic work and dedication recognised at such an esteemed international platform.”

The Grand Stevies are awarded on the basis of a points system, with a Gold Stevie win counting for three points, a Silver Stevie win for two points, and a Bronze Stevie win for 1.5 points. ASDA’A BCW was declared the ‘Most Honoured Public Relations Agency’ with an impressive total of 53 award points.

This year’s International Business Awards ceremony and gala dinner took place at the InterContinental London Park Lane Hotel in London on Saturday, October 20th.

 

The Pearl Initiative, an independent non-profit organisation promoting a corporate culture of accountability and transparency in the Gulf Region, has signed a Memorandum of Engagement (MoE) with ASDA’A BCW highlighting their commitment to enhancing corporate accountability and transparency in the region.

The agreement was signed by Carla Koffel, Executive Director of the Pearl Initiative, and Sunil John, Founder & President, Middle East, ASDA’A BCW.

Commenting on the MoE, Carla Koffel said: “We are grateful to be working side by side with one of the leading PR consultancies in the Middle East to promote the adoption of strong corporate governance practices by businesses operating in the Gulf Region. Their commitment to supporting our cause will contribute to the expansion of our reach and highlight the significance of a corporate culture of accountability and transparency as a key driver of business sustainability.”

Sunil John said: “Corporate governance, accountability and transparency are the pillars of successful businesses. We are happy to engage in the Pearl Initiative’s activities to raise awareness on the value of ethical business and to promote the highest principles of corporate accountability and transparency in the Gulf region.”

Founded in 2010, Pearl Initiative is a Gulf business–led organisation promoting a corporate culture of accountability and transparency as a driver of competitiveness and sustainable economic growth across the Gulf region of the Middle East.

The organisation develops programmes and publishes regional research reports and case studies, with aims to influence the regional business and student community towards implementing higher standards of corporate governance within the Gulf region.

Founded in 2000, ASDA’A BCW is the leading PR consultancy in the Middle East, employing nearly 200 professionals across 10 wholly-owned offices and seven affiliates in 15 countries throughout the Middle East & North Africa.

Two-thirds of young Arabs say they will closely follow the World Cup competition Saudi Arabia face Russia in opening game – but a third of young Arabs say region’s best hope for progressing lies with Egypt

DUBAI; JUNE 4, 2018: With a record four Arab national teams competing in the FIFA World Cup this year – Egypt, Morocco, Tunisia and Saudi Arabia – ASDA’A Burson-Marsteller’s 10th annual Arab Youth Survey reveals that young people across the region think that Egypt has the best chance among the Arab nations of progressing through the tournament.

Two in three young Arabs (65 per cent) say they will closely follow the World Cup competition, which kicks off in Russia on June 14, 2018 with the Saudia Arabia team playing the hosts of the World Cup; and young Arab women (60 per cent) are nearly as likely to follow the competition as young Arab men (70 per cent). Among those who will follow the competition, 14 per cent say that Germany will be crowned the FIFA World Cup 2018 champions, 13 per cent say Brazil has the best chance to win, while another 12 per cent expect Argentina to win.

Among those who will follow the competition, 11 per cent say they will support Egypt, making the Egyptian team as popular as Argentina (12 per cent) and Germany (10 per cent). Egypt is the clear fan favorite in the GCC countries, with 24 per cent of GCC youth saying they will support Egypt in the competition.

When asked specifically about the four Arab nations taking part in the World Cup, Egypt is the favorite with a third or respondents (34 per cent) saying Egypt will outperform other Arab countries in Russia, followed by Morocco (22 per cent), Saudi Arabia (21 per cent), and Tunisia (19 per cent).

Sunil John, founder of ASDA’A Burson-Marsteller and President, Middle East, Burson Cohn & Wolfe, said: “The FIFA World Cup is going to be a major event for youth in the Middle East and North Africa. With the highest ever participation from Arab national teams, it’s not surprising that two in every three young Arabs will be following the competition closely. The FIFA World Cup encourages a sense of unity among supporters in the Arab world, and brings feelings of hope and excitement across the region.” The survey was conducted prior to Egypt’s star player, Mohammed Saleh, suffering a shoulder injury during Liverpool’s defeat to Real Madrid in the Champions League final last month. Saleh’s involvement in Russia is still hanging in the balance but there is hope that he will make a full recovery and participate in Egypt’s opening match against Uruguay on June 15, 2018.

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 exclusively Arab national men and women aged 18-24 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, between January 21 and February 20, 2018.

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, 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

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. www.psbresearch.com

For further information, please contact: Margaret Flanagan ASDA’A Burson-Marsteller Dubai, UAE T: +971 4 4507 000 E: ays@bm.com www.arabyouthsurvey.com

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