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Recognition marks the first time any PR firm is honoured as the ‘Best Agency’ triumphing over creative, marketing, experiential and media buying firmsAgency also wins PR/Communications Agency of the YearManaged by Haymarket, the UK-based publisher of Campaign, the awards were audited by PwC, the Global Process Integrity Partner of all AoTY awards worldwide

ASDA’A BCW, the region’s leading communications consultancy, has marked a historic first winning ‘Best Agency – UAE’ at the Campaign Agency of the Year Middle East awards, which celebrate the best minds in advertising, marketing and media. ASDA’A BCW was also recognised as the Best PR/Communications Agency of the Year.

The ’Best Agency – UAE’ honour marks the first time any Public Relations firm has been honoured as the best in the industry, triumphing over creative, agencies, digital, integrated marketing agencies, events and experiential, and media buying agencies.

The prestigious Agency of the Year Awards was managed by Haymarket, the UK-based publisher of Campaign, in consultation with PwC, the Global Process Integrity Partner of all Campaign Agency of the Year awards worldwide.

PwC evaluates entry evaluation, jury selection, jury voting, and the selection of the final winners of the agency awards. The awards were adjudged by a panel of eminent client marketers and communications professionals from the region.

Sunil John, President – MENA of BCW and Founder of ASDA’A BCW, said: “Winning the Best Agency – UAE is an inspiring testament to our digital-first, integrated and creative approach. For a PR firm to be honoured as the best in the industry is also a big win for Public Relations highlighting its impactful role in delivering truly integrated communications and delivering value across the paid-earned-shared-owned ecosystem.”

He added: “In 2006, just six years after ASDA’A was launched, we won Campaign’s PR Agency of the Year – Middle East. It has been a rewarding journey since, as we evolved tremendously, and continue to set industry trends through innovative offerings such as OnePoint5, the first Environment, Social and Governance (ESG) advisory by a communications firm, and Proof, our specialised digital, design and social agency. Across all these years, one aspect has remained constant – the gold standard that we ensure in everything we do. We dedicate the recognitions to our great clients and fantastic team of professionals.”

2022: A Record Year of Client Wins and Double-Digit Agency Growth

In 2022, ASDA’A BCW achieved record revenue growth in its 22-year history. This was driven by near 100 per cent client retention and record new business wins. Surpassing our new business and organic growth targets, the agency’s strategic reset, following the pandemic, spurred revenues to record highs, underpinned by two consecutive years of double-digit growth.

In 2022, the agency further highlighted its industry thought leadership with the 14th annual ASDA’A BCW Arab Youth Survey, which demonstrates the value that the PR industry brings to governments, businesses, and civil society by providing evidence-based insights on the hopes, attitudes, and aspirations of MENA’s largest demographic, its over 200 million youth. This year’s edition was launched with great global/regional impact, reaching over 500 million people within the first week of its launch in September 2022.

The agency continues to be the industry’s talent magnet, welcoming more than 50 new professionals in 2022. Serving over 100 clients in the region, ASDA’A BCW ranked high in the 2021 BCW Global Client Satisfaction Survey, where 68% of respondents rated its overall performance at ‘8 or higher’ on a 10-point scale, and 83% said they are more likely to recommend us.

Exclusive research conducted to mark the launch of OnePoint5, ASDA’A BCW’s new ESG advisory dedicated to the MENA region

Dubai, UAE; June 30, 2022: Nearly two-thirds (60%) of businesses in the United Arab Emirates (UAE) and Saudi Arabia do not have a framework governing their environment, social and governance (ESG) standards, and around half of those who do are not sure their employees fully understand it.

These were the top findings of an exclusive study of 200 decision makers in the two countries commissioned by ASDA’A BCW, the region’s leading integrated communications agency, to mark the launch OnePoint5, its new ESG advisory dedicated to the Middle East and North Africa (MENA). Its name is inspired by the world’s most important sustainability goal – limiting global warming to 1.5 degrees Celsius above pre-industrial levels.

OnePoint5 aims to strengthen the voice of the MENA region on ESG issues while helping clients to adopt more sustainable business practices. The new advisory arrives as Egypt prepares to host the UN Climate Change Conference, COP27, in November, to be followed by COP28 in the UAE in 2023.  

Out of the 200 opinion elites interviewed, 41 per cent said their business already had an ESG framework in place, while a third (33%) said they were developing one. A quarter (26%) admitted their company had no ESG policy. Underscoring the need for raised awareness of the benefits of ESG standards, over half (52%) of respondents who said their company had introduced an ESG framework said they did not fully understand it.

Sunil John, President – MENA of BCW and Founder of ASDA’A BCW, said the research indicated that the Middle East’s business community had work to do to meet the high expectations of their governments on sustainability best practice.

Developing a strong ESG proposition

“OnePoint5 can help client develop a strong ESG proposition to deliver greater value for their shareholders and stakeholders,” said John. “The specialist advisory will be led by Stephen Worsley, Senior Vice President at ASDA’A BCW. A communications professional with more than 25 years’ experience, he has advised clients in the sustainability and energy sectors, including Masdar, Total, Zayed Sustainability Prize, Engie and First Solar.”

OnePoint5 offers four key services: Advice & counsel to client decision makers to ensure sustainability thinking is central to their business planning and disclosure; auditing and gap analysis to understand a client’s sustainability impacts; designing operational plans to help integrate best practices; and communications strategies and plans to help clients inform and motivate employees and internal stakeholders, as well as amplify external stakeholder awareness of their sustainability commitments.

Bridging the ‘say-do’ gap

“The gap between awareness of the acute need to advance sustainable development and action on the ground by much of the business community needs closing,” added John. “Consultancies like OnePoint5 can help clients address this so-called ‘say-do’ gap, by combining the skills of experienced communicators with the technical abilities of sustainability specialists.”

He said: “The UAE, Saudi Arabia and several other countries in MENA have pledged to go Net Zero and are enacting a wave of reforms aimed at raising the bar for transparency, good governance and sustainability – that is not to mention the massive infrastructure projects being undertaken, from The Line in Saudi Arabia to Expo 2020 in Dubai, the most sustainable Expo ever staged and the planned venue for COP28 next year. The message is clear: all of us need to raise our game.”

Climate Change Already Impacting Middle East Businesses

The survey further revealed that Middle East businesses need to pick up the pace on climate action, with about two-thirds (61%) of decision makers in the UAE and Saudi Arabia saying that global warming was already having an impact on the way their business operates.

While governance standards also show room for improvement, 40 per cent of businesses in the two countries claim to have robust policies to combat bribery, corruption and unethical behaviour. Forty-six per cent of respondents in the UAE and 43 per cent in Saudi Arabia said they had a whistle-blower policy in place to expose corruption.

The survey was conducted by PSB Middle East, the wholly owned data and analytics subsidiary of ASDA’A BCW, from May 22 to 29, 2022. The interview sample, comprising decision makers directly involved in ESG affairs, was evenly split between Saudi Arabia and the UAE.

See all findings here

The rise of private charter and the challenges in business travel will have a decisive influence on the industry, but the key is to boost passenger confidence, says Sunil John

The International Air Transport Association (IATA) must step up its communications efforts, provide common guidelines and rally all industry stakeholders to boost confidence in the aviation sector, observed a panel on ‘Airline Strategies versus today’s reality’ at the eighth Arab Aviation Summit in Ras Al Khaimah, UAE.

Describing the aviation sector’s response to the crisis emerging from the pandemic as ‘timid’, Sunil John, President – Middle East of BCW and Founder of ASDA’A BCW, said the aviation sector’s current challenges can’t be addressed by airlines, airports, or tour operators alone but “global organisations such as IATA that must bring a commonality of approach and an industry-wide response regarding the safety and vaccine protocols to benefit the sector.”

Moderated by broadcast journalist Eithne Treanor, the panel discussion was also addressed by Linus Benjamin Bauer, Founder & Managing Director of Bauer Aviation Consultancy; and Peter Morris, Chief Economist at Flight Ascend Consultancy.

Sunil John said there is pent-up demand for travel now, but the key is to “build confidence among people who are not ready to fly, assure them of their safety and how they can navigate the various protocols. Aviation is sentiment-driven. Right now, the sentiment is all gloom and doom. Building confidence will happen when the aviation sector has clear and honest communication that addresses passenger anxieties. They must lead from the front. A proactive, courageous stance is needed for the aviation industry today.”

“The United Arab Emirates will take a lead role in driving the recovery of the aviation sector,” added Sunil, “with Expo 2020 Dubai, playing a decisive role in boosting the prospects of both the aviation and tourism sectors. The nation is at the centre of the world and we have the opportunity to convert the pent-up demand for people to get on planes and travel.”

He cited the success story of Ras Al Khaimah in driving domestic tourism as “a smart strategy’ that led to near 100 per cent occupancy at hotels in the emirate during the pandemic year, and the RAK International Airport gaining market share despite the pandemic through “flexible pricing attracting low-cost airlines.”

Sunil said an emerging trend for the sector will be the rise of private jet charters that will eat into the business travel segment of commercial airlines. “The ‘Uber of the skies’ will be a real trend offering the opportunity for people who had never had the opportunity to get on a private plane to charter their travel with an App. You are looking at a whole new market that is going to impact commercial airlines, which will likely lose market share in the lucrative first/business class passenger segment. In addition, private companies are increasingly going to look at business travel for essential or unavoidable purposes only.”

Linus Bauer reiterated the need to build confidence in the industry’s ability to “carry passengers from A to B safely.” He said the decline in business travel was a key challenge, while adding that the opportunities in the Middle East were tremendous, leading to increased appetite for aviation services.

Peter Morris said the success of the industry calls for commercial solutions. “Only business models that meet the needs of customers will be successful. You cannot force people to travel and there are different sets of parameters for business and leisure.” Top priorities include ensuring the continued viability of airlines, airports and tourism providers, he added. “A coherent response by governments is lacking and air travel patterns remain complex. The hit to global GDP is another factor that influences the ability to travel.”

The eighth Arab Aviation Summit is organised by Air Arabia and hosted in collaboration with the Ras Al Khaimah Tourism Development Authority (RAKTDA). The event is held under the theme, ‘Arab Aviation in the New Normal.’

 

The Public Relations industry in the Middle East must reskill and upgrade its competencies to embrace the fast-growing trend of environmental, social and governance (ESG) communications, observed the opening panel discussion of the fourth annual PRovoke MENA Summit.

Under the theme, ‘A New Middle East Narrative: A Manifesto for Change in PR,’ the discussion, moderated by Sunil John, President – Middle East of BCW and Founder of ASDA’A BCW, explored the need for the PR industry to adapt and thrive in a profoundly changed media and economic landscape. On the panel were Rania Rostom, Chief Communications Officer, GE International Markets; Mazen Nahawi, the Founder & CEO of CARMA; and Vasuki Shastry, an ESG and public affairs expert, and former Global Head of Public Affairs and Sustainability at Standard Chartered.

The discussion centred on three imperatives shaping the new Middle East narrative: the new era of peace following the normalisation of ties between the UAE and Bahrain with Israel, the increased focus of regional governments and businesses on adapting to climate change, and the massive investments by state-owned entities in domestic infrastructure and economic diversification.

“The dramatic changes of the past year make it important for the PR industry to rethink its business and operating models,” said Sunil John. “What matters is not just how quickly we evolve and how we reskill, but also how relevant our work will be for our clients and the media. Our research and hands-on experience of over 20 years in the region tells us that the Middle East is entering a new phase of regional growth and optimism, and our role as PR practitioners must be to set a new communications agenda.”

“It is time to integrate an organisation’s social purpose with its operations, which is a profound communications challenge and opportunity for PR,” said Vasuki Shastry. “Companies that can articulate their purpose and back it up with their actions, will take the lead. ESG communications presents a huge opportunity for PR experts to completely reengineer brands. What will make a difference is the ability to articulate purpose and back this up with facts, which will benefit both brand and share premium.”

“The bold vision for change by regional governments to move from an oil to knowledge-based economy has built the path for a strong innovation ecosystem in the Middle East,” said Rania Rostom. “GE’s Global Innovation Barometer, conducted in the midst of the pandemic, revealed that Saudi Arabia and UAE are seen by global business as innovation-conducive economies, which speaks volumes about the progress the region has made. There is a lot more to be done, in today’s fast-changing landscape, and we can only do it by working together.”

Discussing the importance of trust in communications, Mazen Nahawi said the impact of PR is measured is “less about advertising value equivalency (AVE) and other vanity matrices but about trust: do people believe what we say and how are they engaging. The focus today is to measure the impact of campaigns based on data, and whether it leads to driving conversations at the highest levels.”

The panelists observed that the fair representation of the Middle East in international media can be transformed by the region’s digital-savvy youth, with most major companies recruiting millennials, who are a force for change. “We’ve got a richer canvas to work off,” said Rania. “We need inclusion of more voices into our narrative. More diverse and local voices from the ground up so we can build this collective momentum. It’s a time for openness.”

Concluding the session, Sunil said: “A new era of hope and opportunity is emerging on the horizon, despite the unprecedented challenges of the past 12 months. And it is incumbent upon the PR industry to help convey that message through a new manifesto for change in PR.”

ASDA’A BCW is the Platinum Sponsor of the PRovoke MENA Summit, led by PRovoke founder/chair Paul Holmes and CEO/editor-in-chief Arun Sudhaman.

UAE, December 21, 2020 – BCW (Burson Cohn & Wolfe), a leading global communications agency, announced it has been ranked number one on PRovoke Media’s ninth-annual Global Creative Index.

PRovoke’s Global Creative Index analyzes entries and winners from more than 25 PR, digital and marketing awards programs from around the world over a 12-month period, up to the 2020 Global SABRE Awards. The formula takes into account the expansion of ‘public relations’ work across multiple categories at advertising-oriented shows.

In honoring BCW, PRovoke reported that BCW’s top ranking was “powered by a range of work from across its global network, including award-winning campaigns for Boehringer Ingelheim, Coca-Cola, Huawei, Lenzing, the NBA and Tencel — with much of the work originating from its Asia-Pacific, EMEA and LatAm markets”.

Donna Imperato, Global CEO, BCW, said: “I am so proud that BCW has been ranked number one on PRovoke’s Global Creative Index because it recognizes BCW’s creative strength, which we have always believed to be the core component of the work we do to move people for our clients.”

Sunil John, President – Middle East BCW, stated: “I’m very proud that BCW has received this global recognition of the exceptional work we are doing for our clients around the world, including the MENA region. I look forward to an exciting 2021with all the challenges and opportunities that a new year brings.”

Desire to emigrate highest in the Levantine states of Lebanon, Iraq, Jordan, Syria and Palestinian Territories, while young nationals of oil-rich Gulf states least likely to want to leave Survey findings shed light on the views of Arab youth on anti-government protests, gender rights, personal identity, jobs, foreign relations and the COVID-19 pandemic

Nearly half of 200 million young Arabs in the Middle East and North Africa (MENA) region have considered leaving their country, frustrated with struggling economies and widespread government corruption, according to the findings of the 12th Annual ASDA’A BCW Arab Youth Survey, released today. The survey also reveals that the COVID-19 pandemic has further increased young Arabs’ desire to emigrate, with one-third of the region’s youth more likely to want to leave their country.

Across the region, 42 per cent of young Arabs have considered emigrating to another country. The desire to leave is most prevalent (63 per cent) among youth in the Levantine states of Lebanon, Iraq, Jordan, Syria, Yemen and Palestinian Territories. Meanwhile, young people in the oil-rich Gulf Cooperation Council (GCC) states are least likely (13 per cent) to consider leaving. The primary drivers of potential emigration are economic reasons (24 per cent) and corruption (16 per cent), with educational opportunities, new experiences and safety and security also playing a significant role.

The findings of MENA’s largest independent study on youth conducted for ASDA’A BCW by PSB, a global strategic research and analytics consultancy, reveals the opinions of young Arabs on a range of subjects including the anti-government protests that raged through parts of the region during the past year, gender rights, personal identity, employment, personal debt, foreign relations and media consumption.

The survey polled 4,000 young Arab nationals aged 18 to 24 from 17 Arab states in the Middle East and North Africa with a 50:50 male female split. The research was conducted in two phases, with the main survey polling between January 19 and March 3, 2020, before the COVID-19 pandemic impacted the region; and the second, COVID-19 Pulse Survey, between August 18 and 26, 2020, conducted in six Arab states.

“The findings of our Arab Youth Survey highlight the unique complexities – and opportunities –that must be addressed to meet the aspirations of young people in the Arab world,” said Donna Imperato, Global CEO, BCW (Burson Cohn & Wolfe). “These insights on the region – one of the most diverse in the world and where the under-30s make up two thirds of the population – form the basis of the communications counsel that we provide to our clients, including governments, civil society organisations and the private sector.”

“As an independent study, the ASDA’A BCW Arab Youth Survey has consistently delivered evidence-based insights on the hopes and frustrations of young people in the Arab world,” said Sunil John, President, Middle East, BCW and Founder of ASDA’A BCW. “Set against the backdrop of street protests and a sharp oil price decline that have led to acute government budget deficits, the study demonstrates the link between poor governance and lack of opportunities. The findings underpin the need for many parts of the MENA region to focus on and nurture its youth dividend or risk losing a generation of its brightest young people.”

Following a wave of anti-government protests across the region over the last 12 months, the survey reveals that almost nine in 10 young Arabs in Algeria, Iraq, Sudan and Lebanon supported the protests in their own countries. A majority of the youth in these four countries are optimistic that the protests would lead to real positive change.

Protests resulted in the ousting of Omar Al-Bashir after nearly three decades in power as president in Sudan, and the resignation of Abdelaziz Bouteflika after over two decades as the president of Algeria. Lebanon and Iraq also both saw a change in leadership. The COVID-19 pandemic appears to have added to the possibility of more unrest, particularly in Lebanon, where nearly three-quarters of respondents in the COVID-19 Pulse Survey said they believe the pandemic has made protests against the political status quo more likely.

“The link between the protests and corruption can also be inferred from the fact that tackling government corruption is seen as the single largest priority for achieving progress in the Arab world (36 per cent of all respondents), ahead of any other issue, including creating well-paying jobs (32 per cent), and defeating terrorist organisations or resolving the Arab-Israeli conflict,” John added.

With job creation identified as the second most important priority for regional progress, almost nine in 10 young people (87 per cent) are concerned about unemployment, but only half (49 per cent) say they have confidence in their governments’ ability to deal with unemployment. The ongoing economic woes appear to be further compounded by the impact of COVID-19, with 20 per cent saying someone in their family has lost their job due to the pandemic, 30 per cent reporting higher household debt, and 72 per cent saying the pandemic has made it more difficult to find a job.

In a region with the world’s highest youth unemployment (over 26 per cent according to the International Labour Organisation), a rising number of young Arabs are looking beyond the government or the private sector to provide employment, instead preferring to work for themselves or their families (23 per cent vs. 16 per cent in 2019). Two in five are also considering setting up their own business within the next five years – with youth in the GCC showing the greatest entrepreneurial spirit (55 per cent).

The survey also debunks stereotypical notions of the region, particularly on gender rights. A strong majority of young Arab women (75 per cent) say they have the same or more rights as men in their country. Young Arab women (76 per cent) and men (70 per cent) agree that a woman can benefit her family more by working than staying at home.

Voicing their view on the changing dynamics of foreign affairs, Arab youth see Saudi Arabia and the UAE as the two rising Arab powers that have most influence on the geo-political environment of the region (39 per cent and 34 per cent, respectively). Among non-Arab states, the United States is seen having increased its influence in the region the most over the past five years. This year, the US is also seen more favourably (56 per cent) by Arab youth than in 2019 (41 per cent) or any point since 2016.

For the ninth consecutive year, the UAE continues to prevail as the preferred nation for young Arabs to live in (46 per cent) and for their own nation to emulate (52 per cent). The United States is the next most popular country among Arab youth to live in (33 per cent) and emulate (30 per cent).

Other key findings from the survey include: • More young Arabs say they are being saddled with personal debt. Nearly one-third of young Arabs (35 per cent) say they are in debt now, a significant increase from earlier years (21 per cent in 2019). • Religion is seen as the most important aspect of the personal identity of young Arabs (40 per cent), more so than their family, nationality, gender and other factors. • Arab youth are increasingly embracing the digital revolution: In 2015, just 25 per cent young Arabs cited social media as their source of news, this year, 79 per cent say they get their news from social media. Since 2018, e-commerce has also experienced exponential growth among Arab youth and a large majority (80 per cent) now shop online.

With two-thirds 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. Download for free, the full findings and a White Paper on this year’s ASDA’A BCW Arab Youth Survey at arabyouthsurvey.com

In these uncertain times, it is more important ever than we look for the positive and find cause for celebration. Last week, we were delighted to celebrate during the Virtual SABRE Awards EMEA 2020, when we watched our client ADNOC Group enjoy a double win: the Diamond SABRE Award for Superior Achievement in Reputation Management for Oil & Gas 4.0 – Strengthening ADNOC’s Corporate Reputation as the National Oil Company of the Future and the award for Corporate Reputation: Executive Communications. We are extremely proud to have supported ADNOC Group and look forward to continuing our partnership.

We were also proud to receive recognition for our own work as we were awarded three In2 Sabre – Certificates of Excellence:

Best in Product Reviews (Earned) – OPPO’s Winning Product Review Strategy — OPPO with ASDA’A BCW PR Agency Citizenship – ‘A Call for Reform’ – The 11th Annual ASDA’A BCW Arab Youth Survey 2019 — ASDA’A BCW Thought Leadership in PR – ‘A Call for Reform’ – The 11th Annual ASDA’A BCW Arab Youth Survey 2019 — ASDA’A BCW

Our achievements are a reflection of our hardworking, resilient team and our fantastic clients, without whom this would not be possible.

 

Sunil John, founder of regional public relations agency ASDA’A BCW and President of BCW Middle East, has been named ‘Best PR Professional in the Middle East’ in the PRWeek Global Awards 2020.

This latest individual award for John from the global PR industry coincides with the 20th anniversary year of ASDA’A, the agency he founded. He is credited with transforming PR from a communications function struggling under the shadow of big advertising agencies “to a thriving industry that attracts global capital and talent to the Middle East,” according to PRWeek. Other judges’ comments highlighted his role as “a renowned expert in the region, a true leader with a point of view on all things communications and business related.”

Under John’s leadership, ASDA’A BCW’s achievements include being part of the team which launched the tallest tower in the world, Burj Khalifa in Dubai in 2010, and supporting the UAE in its bids to host Expo 2020 Dubai and Special Olympics World Games in Abu Dhabi.  John is also the driving force behind the annual ASDA’A BCW Arab Youth Survey – the largest and longest running research into the region’s largest and most important demographic, its youth. The 2019 edition of the survey, titled ‘A Call for Reform’ was shortlisted in the PRWeek Global Citizenship Award.

ASDA’A BCW was also Highly Commended in the Middle East Agency of the Year category. Judges noted how the agency used the formation of Burson Cohn & Wolfe (BCW) in 2018, following the merger of two of WPP’s biggest public relations brands Burson-Marsteller and Cohn & Wolfe as, “a springboard to adopt new methodologies, focusing on culture and training.”

ASDA’A BCW has continued to grow through its five specialist practices: Consumer & Healthcare, Corporate, Enterprise & Technology, Financial and Public Affairs from small shoots as ASDA’A in 2000. It is now the only Middle East geography reporting directly to worldwide among any international PR agency and John, as President-Middle East, has a seat on the BCW global board. John also leads two additional subsidiary brands in the Middle East: Proof, spanning design, digital and social; and PSB Middle East, the research specialists.

This prestigious global award from PRWeek is the fourth individual industry award for John, following the SABRE Award for Outstanding Individual Achievement in 2014, and two MEPRA awards, including the Chairman’s Award in 2016 and the inaugural MEPRA Fellowship in 2018. He was also invited to join the Arthur W Page society in 2019. In 2018, he was named among the ‘Arabian Business 100 Inspiring leaders in the Middle East’ and was ‘Arabian Business 100 influential people helping shape the Emirate’.