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.

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.

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.


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).