Fleishman-Hillard Launches Majlis – Dedicated to Engagement with the Muslim Market

July 19, 2012


Reputation Management for the Next Billion

KUALA LUMPUR, MALAYSIA, July 19, 2012 – Fleishman-Hillard International Communications today launched a specialist offering dedicated to engagement with the vast and globally dispersed Muslim consumer market.

Called Majlis – an Arabic term referring to an assembly for dialogue – the firm's new communications initiative has released a white paper entitled “The Next Billion, The Market Opportunity of the Muslim World,” in which authors Yusuf Hatia and Dr. Paul Temporal point out that companies are overlooking a vista of opportunity presented by a diverse world population of nearly 1.8 billion Muslim consumers.

Fleishman-Hillard Majlis was created to empower corporations that are increasingly asking for reputation management and counsel on how to best engage this growing market, which is unified by distinctive values and codes of conduct.

Yusuf Hatia, Fleishman-Hillard Majlis lead and managing director of client services, Fleishman-Hillard India, said, “Nearly 20 percent of the world's population is Muslim and organizations are already looking at how they can engage with this fast-growing market. Fleishman-Hillard Majlis provides companies with a sounding board and solid advice on how to best engage with Muslim communities, which apply a disciplined set of moral principles when making purchases.”

Hatia is a strategic corporate counselor holding more than 15 years' experience in communications consulting, having served blue-chip companies, as well as government, healthcare and other organizations, in the UK, Middle East and India.

Fleishman-Hillard Majlis adds to a number of existing multicultural initiatives created by Fleishman-Hillard, and reinforces the firm's commitment to helping clients communicate effectively with a rich diversity of audiences around the world.

Demographically, the market created by Muslims is in the corporate world's “sweet spot” because it is giving rise to an enormous emerging middle class, of which a high proportion is relatively young – nearly half the global Muslim population is under the age of 25.

Addressing this huge opportunity will require companies to engage knowledgeably and sensitively in areas such as Islamic finance and Halal certification via the media, social networking and corporate reputation building.

Dr. Paul Temporal, author of “Islamic Branding and Marketing: Creating a Global Islamic Business,” said: “The overall challenge for companies and brands is how to form a relationship with all audiences that self-identify with Muslim values, while not disengaging other audiences.”

He added: “Listening and self-auditing is a starting point, but then it needs to be married to a true understanding and education around the community's values and the brand's values.”

Fleishman-Hillard Majlis combines the skills of seasoned communications professionals with experience in Asia Pacific, the Middle East, Europe and North America and offers a rich mix of consulting services ranging from listening audits and workshops to issues management and reputation building.

Download the white paper, “The Next Billion, The Market Opportunity of the Muslim World.”

About Fleishman-Hillard
Fleishman-Hillard Inc., one of the world's leading strategic communications firms, has built its reputation on creating integrated solutions that deliver what its clients value most: meaningful, positive and measurable impact on the performance of their organizations. The firm is widely recognized for excellent client service and a strong company culture founded on teamwork, integrity and personal commitment. Based in St. Louis, the firm operates throughout North America, Europe, Asia Pacific, Middle East, Africa and Latin America through its 80 owned offices. For more information, visit the Fleishman-Hillard website at www.fleishmanhillard.com. Fleishman-Hillard is a part of Diversified Agency Services, a division of Omnicom Group Inc.

About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.