the rise of asian pr - middle east

PRESENTATION BY

SUNIL JOHN

FOUNDER & CEO

ASDA’A BURSON-MARSTELLER

MIDDLE EAST & NORTH AFRICA

NEW DELHI

OCTOBER 9, 2014

THE RISE OF ASIAN PR

IS ASIAN PR RISING?

MIDDLE EAST AND NORTH AFRICA

EMEA APAC

Straddling two worlds

WAR ZONE OR GROWTH ENGINE

YOUTH & UNEMPLOYMENT

60% below the age of 25 years

200 million youth

27% unemployment

ARAB SPRING – THE GAME-CHANGER

PR IN MENA

PR INDUSTRY IN MENA

US$500 million PR industry set to

grow to US$1 billion by 2020

A FRESH TEMPLATE - ANGLO-SAXON TO HOME-GROWN

‘MADE IN MENA’

THE BIG FOUR DOMINATE THE SECTOR

WPP Omnicom

Interpublic Publicis

A NEW CLIENT LANDSCAPE

70% LOCAL / REGIONAL

30% MULTINATIONAL

MENA MEDIA

LANDSCAPE

MENA MEDIA LANDSCAPE

Media explosion across all platforms

TELEVISION IS KING

Where do you get your news?

NEWS SOURCES

Base: Among All - not showing those that said “Don’t know“ and “I’m not interested in news”

47

42

51

59 59

20

28 2931

15 1416

21

41

29

106 7

25

17

6 8 7

6562

32

24

31

7679

7275

62

Television Online Newspapers Social media Friends and family Radio Magazines

2010 2011 2012 2013 2014

SOCIAL MEDIA IS INCREASINGLY TRUSTED

In your opinion what is the most trusted source of news?

TRUSTED NEWS SOURCES

Base: Among All - not showing those that said “Don’t know“ and “Other”

52

60

49

4043

TV news channels

9

22

39

Social Media

26

19 18

9

14

Newspapers

4

13

1 2

Radio shows

3

12

0

1

Magazines

2010 2011 2012 2013 2014

SOCIAL MEDIA CHANGES THE RULES

TWIPLOMACY REPORT 2014

Top 50 Most Followed World Leaders

Source: Burson-Marsteller

OPPORTUNITIES

FOR PR

A NEW AXIS OF ENERGY & TRADE

AT THE HEART OF A NEW SILK ROAD

STRONG GROWTH OPPORTUNITIES

Energy Retail Telecom Finance

Aviation Tourism Hospitality Healthcare

DOING PR IN THE ARAB WORLD

Be ready for the long-haul.

Every relationship is a slow burn

DOING PR IN THE ARAB WORLD

Invest in local talent

MENA MARKETS

The Catalyst for Asian PR?

CONTACT DETAILS:

SUNIL JOHN

FOUNDER & CEO

ASDA’A BURSON-MARSTELLER

THE GATEWAY BUILDING

DUBAI MEDIA CITY, PO BOX 28063

DUBAI, UNITED ARAB EMIRATES

TEL +971 4 4507 600, FAX +971 4 4358 040

sunil.john@bm.com

www.asdaabm.com

www.bm.com