ASDA’A Burson-Marsteller, the Middle East’s public relations consultancy, launched the first Middle East office of Penn Schoen Berland (PSB), 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.

Founded in 1976 in New York City, PSB, a WPP Group company, today has eight offices worldwide and a roster of marquee clients from the corporate sphere, advertising and entertainment, and the government and political realm.

PSB Middle East will work in partnership with ASDA’A Burson-Marsteller and activate its seven dedicated practice teams: energy and environment, finance, food and beverage, healthcare, media & entertainment, retail, technology and telecommunications. Particular focus will also be given to the Government sector. It  will operate from the head office of ASDA’A Burson-Marsteller in Dubai Media City with a core team of researchers and analysts. The firm’s methodologies cover qualitative and quantitative research and proprietary tools such as AdLab™, for profiling the effectiveness of advertising campaigns and marketing material, and BrandAsset®, a benchmarking device aimed at evaluating the residual strength of brand and product names.