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TMCNet:  PSB Mideast eyes growth in Mena market research [Gulf Times (Qatar)]

[December 03, 2013]

PSB Mideast eyes growth in Mena market research [Gulf Times (Qatar)]

(Gulf Times (Qatar) Via Acquire Media NewsEdge) Sunil John, CEO of ASDA'A Burson-Marsteller and PSB Middle East; Don Baer, worldwide chair and CEO of Burson-Marsteller and chairman of PSB; Joseph Ghossoub, chairman and CEO of Menacom Group at the PSB Middle East launch in Dubai.   ASDA'A Burson-Marsteller, a leading public relations consultancy, has launched the first Middle East office of Penn Schoen Berland (PSB), the global market research firm and electoral pollster famous for advising former US president Bill Clinton and the former UK prime minister Tony Blair on winning election campaigns. "Headquartered in Dubai, PSB Middle East will offer corporate and government clients a range of services tailored to communications strategy development and brand positioning, including market and competitor strategy, image management, brand and product entry, and advertising and messaging testing," ASDA'A Burson-Marsteller said. "PSB is already well established in the Middle East having provided the fieldwork and market research analysis for the annual ASDA'A Burson-Marsteller Arab Youth Survey since 2008," it noted. Founded in 1976 in New York City, PSB, a WPP Group company, has eight offices worldwide and a roster of marquee clients from the corporate sphere, advertising and entertainment, and the government and political realm. PSB Middle East will work in partnership with ASDA'A Burson-Marsteller and activate its seven dedicated practice teams: energy and environment, finance, food and beverage, healthcare, media and entertainment, retail, technology and telecommunications. Particular focus will also be given to the government sector, the company said. Announcing the launch of PSB Middle East in Dubai, Don Baer, worldwide chair and CEO of Burson-Marsteller and cairman of PSB, said: "Effective communications relies on hard data and compelling evidence and insights, and that is as true of the Middle East as it is of any region around the globe. Evidence-based communications is a core pillar of the Burson-Marsteller." Joseph Ghossoub, chairman and CEO of the Menacom Group, the regional parent company of ASDA'A Burson-Marsteller, said: "The astonishingly rapid political and economic changes in the region over the last three to four years underline the importance of further integrating market research into PR and communications strategy development, to align campaigns more closely with shifting audience perceptions. The Mena market research market is worth an estimated $300mn but there is substantial room for growth if its potential is fully utilised." Jay Leveton, Global CEO, PSB, said the firm had helped elect more than 35 heads of government and shape the political debate in five continents. "Its original methodologies also support a diversity of blue-chip clients," Leveton said. "Every year the firm conducts more than 2mn face-to-face interviews in 45 countries, providing scientifically-tested insights on which to build sound communications and marketing strategies." Sunil John, chief executive officer of ASDA'A Burson-Marsteller and PSB Middle East, said: "The impact of the annual Arab Youth Survey, which in its fifth survey in 2013 interviewed 3,000 Arab national youth in 15 countries, has demonstrated the value of evidence-based communications and the opportunities to be had from further strengthening our partnership with PSB.

(c) 2013 Gulf Times Newspaper Provided by, an company

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