the rise of asian pr - middle east
DESCRIPTION
Sunil John's presentation at the ICCO Summit 2014 in New DelhiTRANSCRIPT
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PRESENTATION BY
SUNIL JOHN
FOUNDER & CEO
ASDA’A BURSON-MARSTELLER
MIDDLE EAST & NORTH AFRICA
NEW DELHI
OCTOBER 9, 2014
THE RISE OF ASIAN PR
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IS ASIAN PR RISING?
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MIDDLE EAST AND NORTH AFRICA
EMEA APAC
Straddling two worlds
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WAR ZONE OR GROWTH ENGINE
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YOUTH & UNEMPLOYMENT
60% below the age of 25 years
200 million youth
27% unemployment
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ARAB SPRING – THE GAME-CHANGER
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PR IN MENA
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PR INDUSTRY IN MENA
US$500 million PR industry set to
grow to US$1 billion by 2020
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A FRESH TEMPLATE - ANGLO-SAXON TO HOME-GROWN
‘MADE IN MENA’
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THE BIG FOUR DOMINATE THE SECTOR
WPP Omnicom
Interpublic Publicis
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A NEW CLIENT LANDSCAPE
70% LOCAL / REGIONAL
30% MULTINATIONAL
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MENA MEDIA
LANDSCAPE
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MENA MEDIA LANDSCAPE
Media explosion across all platforms
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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
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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
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SOCIAL MEDIA CHANGES THE RULES
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TWIPLOMACY REPORT 2014
Top 50 Most Followed World Leaders
Source: Burson-Marsteller
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OPPORTUNITIES
FOR PR
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A NEW AXIS OF ENERGY & TRADE
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AT THE HEART OF A NEW SILK ROAD
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STRONG GROWTH OPPORTUNITIES
Energy Retail Telecom Finance
Aviation Tourism Hospitality Healthcare
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DOING PR IN THE ARAB WORLD
Be ready for the long-haul.
Every relationship is a slow burn
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DOING PR IN THE ARAB WORLD
Invest in local talent
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MENA MARKETS
The Catalyst for Asian PR?
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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