Sharjah, UAE: The Pearl Initiative, an independent non-profit organisation promoting a corporate culture of accountability and transparency in the Gulf Region, has signed a Memorandum of Engagement (MoE) with ASDA’A BCW highlighting their commitment to enhancing corporate accountability and transparency in the region.

The agreement was signed by Carla Koffel, Executive Director of the Pearl Initiative, and Sunil John, Founder & President, Middle East, ASDA’A BCW.

Commenting on the MoE, Carla Koffel said: “We are grateful to be working side by side with one of the leading PR consultancies in the Middle East to promote the adoption of strong corporate governance practices by businesses operating in the Gulf Region. Their commitment to supporting our vision will contribute to the expansion of our reach and highlight the significance of a corporate culture of accountability and transparency as a key driver of business sustainability.”

Sunil John said: “Corporate governance, accountability and transparency are the pillars of successful businesses. We are happy to engage in the Pearl Initiative’s activities to raise awareness on the value of ethical business and to promote the highest principles of corporate accountability and transparency in the Gulf region.”

Founded in 2010, Pearl Initiative is a Gulf business–led organisation promoting a corporate culture of accountability and transparency as a driver of competitiveness and sustainable economic growth across the Gulf region of the Middle East.

The organisation develops programmes and publishes regional research reports and case studies, with aims to influence the regional business and student community towards implementing higher standards of corporate governance within the Gulf region.

Founded in 2000, ASDA’A BCW is the leading PR consultancy in the Middle East, employing nearly 200 professionals across 10 wholly-owned offices and seven affiliates in 15 countries throughout the Middle East & North Africa.


About the Pearl Initiative

Prominent business leaders from across the Gulf region formed the Pearl Initiative in 2010 to create a non-profit vehicle for the Private Sector to collectively take a lead in adopting higher standards in corporate governance, accountability and transparency to enhance business innovation, opportunity and value creation.

With over 40 regional and international partners, the Pearl Initiative brings together business, government and civil society decision-makers to share best business practices and to help maximise the economic opportunities available to companies within the region. The Pearl Initiative also supports Gulf-based university students to identify and embrace strong ethics as they embark on their future careers.

The Pearl Initiative seeks joint collaborative action between regional and global business leaders, international institutions, government bodies and wider initiatives within the Gulf region, exhibiting positive leadership and sharing knowledge and experience in order to influence the entire regional business and student community.

For more information please visit or contact us on +971 6 515 4605 or via email Follow us also on @PearlInitiative on Facebook, YouTube and Twitter and @ThePearlInitiative on LinkedIn.


ASDA’A was founded in 2000 as an independent agency by Sunil John, who continues to lead in the agency’s 19th year. In 2008, WPP acquired a majority-stake in the firm. ASDA’A became an integral part of the Burson-Marsteller global network. After the recent merger of Burson-Marsteller and Cohn & Wolfe, ASDA’A Burson-Marsteller is now ASDA’A BCW. Today, the Agency employs nearly 200 professionals across 10 wholly-owned offices and seven affiliates in 15 Middle East & North Africa (MENA) countries. ASDA’A BCW serves more than 100 retained clients in the region and is the leading PR consultancy in MENA.

For further information, press requirements or support, please contact:

Brittany Brese
Pearl Initiative
+971 6 515 4664 

Margaret Flanagan
+971 4 4507 600 

© Press Release 2018


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