Burson-Marsteller and JiWin form strategic partnership in the Middle East

Under the agreement, JiWin will work with Burson-Marsteller clients across the United Arab Emirates, Gulf Cooperation Council States (GCC) and the Levant, while Burson-Marsteller will support JiWin clients as they seek to expand to global markets.

JiWin Public Relations is the public relations arm of the Dubai Press Club, the region's largest media network. Launched in February 2006 by well-known, senior practitioners, Ms. Mona Al Marri, CEO, and Mr. Ma'moon Sbeih, Managing Director, JiWin has recruited nearly 50 professionals; representing 12 nationalities and including 7 Emirati staff. More than two-thirds of JiWin's staff are Arabic speakers. Since launch, the firm has also lined up an impressive array of clients, including Dubai Holding, Dubai Aerospace Enterprise and 'du', the new telecom operator in the UAE.

"The GCC is becoming an increasingly important region for our industry," says Bill Rylance, President and CEO, Burson-Marsteller Asia Pacific. "There is a growing requirement for world-class communication support for multinationals and domestic companies expanding in the region. Equally important is the need for GCC and Middle East regional governments and corporations to clearly differentiate themselves on the world stage, as they pursue diversified overseas investment opportunities.'

"JiWin is an Arabic name of a rare pearl - and the firm is well named, having already become a key industry player in just 10 months since launch," continues Rylance. "The quality of JiWin's leadership excites us, as well as its ability to offer clients a clear understanding of the region's commercial, regulatory and legislative issues."

JiWin believes companies in the UAE and the Middle East are increasingly looking for more sophisticated and strategic corporate communications counsel. "We are ideally placed to understand the dynamics of both regional and international issues, provide strategic advice on market entry and access, and set new standards for the public relations industry in the region," says Al Marri.

"Working with Burson-Marsteller, we can also help governments and corporations in the region realize their global ambitions by drawing up on the expertise, experience and reach of the world's leading public relations firm."

JiWin also seeks to foster the professionalism of the region's communications industry. "This partnership agreement has come at a significant juncture in the development of the region's industry," says Sbeih. "We are committed to supporting the development of the local public relations industry by hiring and training professionals to become the best practitioners in the region."

JiWin and Burson-Marsteller will partner on their first major training course in late November, with a two-day Burson-Marsteller University program for all JiWin staff.

"We are excited about our new partnership with JiWin and welcome them into our global network," said Mark J. Penn, Worldwide President & CEO, Burson-Marsteller. "The UAE, GCC and the Levant all hold compelling prospects for our business and our clients and we look forward to further expanding our broad range of public relations services into this region."