2012 Winners & Shortlists

The Campaign

The ASDA’A Burson-Marsteller Arab Youth Survey, the largest study of its kind in the Middle East, was introduced in 2008 as an annual initiative to understand the hopes, fears and aspirations of the region’s largest demographic: its young people. Our 2010 survey, carried out with sister firm Penn Schoen Berland (PSB), was informed by face-to-face interviews with 2,000 young Arabs in 10 Middle East states. The objective was to positively impact perceptions of our firm among our stakeholders; and, especially in the midst of the events of the 2010 Arab Spring, demonstrate our commitment to the communities that we serve, by shaping public opinion and contributing to the policymaking process. Taking an evidence-based approach to understanding Arab youth opinion underlined our firm’s differentiating strengths: a unique focus on fact-finding analysis, and the broad regional network required to canvas opinion across the Arab world. As the most representative and authoritative study of the opinions of young Arabs, the 2010 survey, unveiled in March 2011 in New York and Dubai, was widely reported on in regional and international press. It also generated significant interest from governments, clients and prospects – enhancing our status as the leading PR agency in the Arab world.

The Brief

• The goal behind the 2010 ASDA’A Burson-Marsteller Arab Youth Survey was to raise positive awareness of the company brand regionally and internationally • This initiative demonstrated the Agency’s commitment to the communities it serves, including among media, policy-makers and youth themselves • We firmly believe that we achieved success in all those areas based on the very positive response to the survey from stakeholders in government, business and media – including existing and potential clients • The survey was carried out with sister firm Penn Schoen Berland, including face-to-face interviews with 2,000 young Arabs in 10 Middle East states

Results

• Briefings held with US-based Arab Ambassadors and with select regional government representatives • Exclusive interview with the Agency’s CEO broadcast on CNBC Television • Exclusive coverage in the Financial Times, Al Arabiya and Gulf News, as well as 12-page feature in leading business weekly Arabian Business • Extremely extensive print and online coverage across all the markets surveyed • Further coverage, including interviews, published in tier-1 media in Europe and North America • Very positive feedback from existing clients and great interest from prospects

Execution

• The survey questionnaire was developed by ASDA’A Burson-Marsteller • This questionnaire was then provided to Penn Schoen Berland, which carried out the fieldwork across the relevant Arab states • The Agency faced a special challenge in preparing the findings of the 2010 survey, as fieldwork was conducted just before the events of the Arab Spring began • As a consequence, the Agency conducted an additional 500 face-to-face interviews in early 2011 • The findings of the survey were first shared with a group of Arab Ambassadors at briefing in Washington, D.C. in March 2011 • Exclusive media briefings were arranged with the Financial Times, CNBC and Al Arabiya Television • Media launch events were held in both Dubai and New York • All findings, analysis, white paper and presentations were uploaded to the Arab Youth Survey microsite • Arab Youth Survey kit of same documents shared with 1,300 policymakers, clients and prospects

The Situation

• The ASDA’A Burson-Marsteller Arab Youth Survey is an initiative of the Agency; devised, developed and carried out by the Agency, in cooperation with sister firm Penn Schoen Berland • The survey was launched at a time of increasing competition in the Middle East PR sector, as more local and international firms established regional operations, primarily in Dubai • A significant investment in thought leadership, the survey differentiates the Agency from its peers and highlights its focus on evidence-based communications, as well as its industry-leading regional network • The survey underlines the Agency’s commitment to the communities that it serves

The Strategy

• Demonstrate ASDA’A Burson-Marsteller’s status as a thought leader in the markets in which it operates, especially among government, business and media • Ensure that the survey is perceived by clients as a clear value addition to the work the Agency carries out on their behalf – including using this innovative tool to connect stakeholders across a broad range of sectors of activities • Position the survey among employees as a truly unique initiative that instills pride in them as representatives of the firm, while also helping to attract the best talent in the market to the region’s leading PR agency • Utilise traditional and social media to raise the profile of the ASDA’A Burson-Marsteller Arab Youth Survey among the widest possible range of audiences