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Dubai Office for Pollster PSB
Researcher and electoral pollster Penn Schoen Berland (PSB) has announced the launch of its first Middle East office.
 PSB, which was founded in 1976 in New York City and whose clients have included Bill Clinton and Tony Blair, is a division of ASDA'A Burson-Marsteller, in whose head office in Dubai Media City the new PBS Middle East operation will be based. The team of researchers and analysts will be headed as CEO by Sunil John, who is also CEO of the parent firm. The PR giant said the move would 'further strengthen its investment in evidence-based communications'. PSB already has experience in the region from conducting fieldwork and analysis for the annual ASDA'A Burson-Marsteller Arab Youth Survey.
ASDA'A Burson-Marsteller is itself part of the MENACOM Group, which in turn is a WPP company. MENACOM Chairman and CEO Joseph Ghossoub says of the PSB announcement: '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... The MENA market research market is worth an estimated $300 million but there is substantial room for growth if its potential is fully utilised.'
PSB already has eight offices worldwide, including two in India. Web site: www.ps-b.com .
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