Masdar, the renewable energy unit of Abu Dhabi National Oil, has hired Fort Lee-based First International Resources for a strategic communications and positioning campaign ahead of the United Nations global climate summit.
The UAE will host COP28 in November. The session is expected to attract from 60K to 80K delegates.
FIR’s agreement notes that the appointment of Dr. Sultan Al Jaber, who headed the UAE’s Ministry of Industry and Advanced Technology, as president of this year’s UN climate summit has “generated predictable pushback from Greens in the West.”
FIR notes that its “previous research on climate-related issues often finds that the loudest voices are not the most representative.”
Its mission is to “help chart a clear path forward that speaks to the people who truly matter, not just to the most extreme voices attempting to influence the global conversation.”
The firm will reinforce attitudes among decision makers in Washington and across Europe regarding the strategic value of the UAE in the global fight to address climate change.
The consultant will mobilize its extensive network of contacts to ensure that the campaign’s core messages reach the most influential and appropriate audiences.
If appropriate, FIR “could also activate or mobilize our connections inside the ‘US Jewish Establishment’ to help support the campaign’s overall objectives," according to its agreement.
FIR chairman/CEO Zev Furst, president Doniel Furst and executive VP Joseph Schwirtz handle the Masdar push. The firm is to receive a fee of $132,500 for its efforts in the US.