Burson

UAE, Saudi Arabia, Bahrain, Jordan, Qatar, Kuwait, Egypt

It was a year of both growth and integration for Burson Middle East, as the BCW/H&K merger brought together two regional powerhouses, marking the end of the Asda’a BCW legacy name but creating the region’s largest PR agency by revenue, team size, and footprint. With a presence across six offices and a team of 475 professionals, the agency serves over 250 clients, including many at the heart of national transformation agendas. Nearly half its business is focused on Saudi Arabia, where it has deepened its investment and leadership, launching the first-ever integrated global Burson office in Riyadh ahead of the BCW/H&K merger.

Under the leadership of Bashar AlKadhi – one of the recipients of our Individual Achievement SABRE Awards for EMEA last year – supported by a strong senior team, Burson has delivered award-winning work while strengthening its internal culture and client relationships, all against the backdrop of the merger.

The agency secured 51 new clients in 2024, adding to a client bench that includes ENBD, Dubai Holdings (TECOM) and Visa, and grew its crisis and risk advisory services by 200%. Its Flight School Crisis Simulation offering has become a key tool for regional energy, transport, and utility clients, reinforcing its reputation as a trusted strategic partner.

Burson’s creative work was also impressive. The agency’s campaign for the Royal Commission for AlUla, featuring ephemeral artwork by David Popa to highlight the fragility of cultural heritage, won multiple gold awards at MEPRA and Athar and was shortlisted at Cannes Lions. Its work on COP16 communications saw a significant shift in public awareness and engagement in Saudi Arabia, while the Pokémon GO launch campaign in the Kingdom topped app store rankings and generated millions of impressions.

Beyond client work, Burson has made a strong commitment to talent development, launching The Academy training programme and integrating AI learning across the agency. Its ‘Leaders of Burson’ initiative empowers the next generation, while a focus on localisation has seen a ramp-up of Saudisation and Emiratisation efforts. The agency’s investment in people extends to culture, with flexible working policies, a paid sabbatical programme, and an internal platform, Burson Vibe, fostering community engagement.—MPS