John also leads Proof ME, a specialist branding and digital marketing firm, and PSB Research ME, which offers polling and research-based consultancy for corporate and marketing campaigns. The three entities together provide integrated marketing communication services for more than 100 retained clients in the government and private sectors in the Middle East and North Africa region.

At the heart of the public relations business in the Middle East for more than two decades, John has shaped ASDA’A Burson-Marsteller to be the benchmark PR consultancy in the Arab world. Its Arab Youth Survey, now in its ninth year, has become a key agenda-setter for Middle East businesses and policymakers, revealing the attitudes and opinions of more than 3,000 Arab youth aged 18 to 24.

A unique thought leadership initiative, and one of the most widely cited pieces of public opinion research on the region by media throughout the world, its importance cannot be overstated.

Last year, John was a winner at the Middle East PR Awards, where he spoke of his passion for the work he does. “The PR industry today provides a huge opportunity for young Arabs, and it’s fantastic to see how it is attracting some of the top talents in the market place,” John said. “I am convinced that the future of our profession is in capable hands.”

With John at the top of his game, that should be the case for some time to come.