Brunswick Group is working with Abu Dhabi, which is the richest part and capital of the United Arab Emirates, to better position it on the world's stage.
The informal agreement with Abu Dhabi's General Secretariat of the Executive Council calls for a multi-market effort to understand the emirate's international reputation.
Brunswick is working to align the communications messages among various governmental entities, develop a story/narrative tailored to targeted markets and build relationship with media, including US outlets.
The effort includes running focus groups in Washington and London as well as national surveys in the US and UK.
Abu Dhabi controls about 10 percent of the globe's oil reserves and generates two-thirds of the UAE's $400B economy.
The UAE, which is composed of seven emirates, has close ties with Saudi Arabia and is key driver in the Arab boycott of Qatar for its alleged ties with Iran.