the rise of asian pr - middle east
DESCRIPTION
Sunil John's presentation at the ICCO Summit 2014 in New DelhiTRANSCRIPT
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
www.asdaabm.com
www.bm.com