DUBAI—ASDA’A Burson-Marsteller is launching of the first Middle East office of Penn Schoen Berland, the global market research firm and electoral pollster famous for advising 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.
PSB previously provided the fieldwork and market research analysis for the annual ASDA’A Burson-Marsteller Arab Youth Survey since 2008. It will continue to work in partnership with ASDA’A Burson-Marsteller and its dedicated practice teams in energy and environment, finance, food and beverage, healthcare, media & entertainment, retail, technology and telecommunications.
According to Joseph Ghossoub, chairman and CEO of the MENACOM Group, the regional parent company of ASDA’A Burson-Marsteller: “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.”
Sunil John (pictured), chief executive officer of ASDA’A Burson-Marsteller will hold the same title at PSB Middle East.