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Finn Partners Works to Burnish Image of UAE


Finn Partners has inked a $1.3M six-month contract with the Ministry of Presidential Affairs for the United Arab Emirates to develop a communications strategy designed to bolster the image of the Gulf State.

The contract, which went into effect Aug. 27, calls for Finn Partners to “develop a qualitative and quantitative understanding of the current state of the UAE’s image and soft power in terms of influence and impact on international affairs both regionally and globally.”

It will identify areas of improvement for the UAE’s soft power strategies by looking at the use of it by the UK, Europe, North America, South America and the Gulf Cooperation Council (Saudi Arabia, Bahrain, Qatar, Kuwait and Oman).

Finn Partners will devise an “image enhancement action plan” that includes initiatives, objectives, stakeholder mapping, implementation and engagement strategy focused on priority countries of interest.

The firm’s fees are to be paid monthly and split into 70 percent retainer and 30 percent deliverables.

Barry Reicherter, managing partner in Finn Partners’ global intelligence unit, handles the UAE work.