Profile: BCW

1- Name of NGO:


2- Brief & Mission:

BCW, a worldwide communications agency, is designed to inspire action among individuals. The agency collaborates with B2B, consumer, corporate, crisis management, and healthcare clients. It serves as a strategic communications ally, guiding through rapid transformations and propelling progress by motivating people forward.

In September 2022, it came to light that BCW was chosen by Masdar, a UAE government-owned renewables company, to deliver strategic communication initiatives aimed at bolstering the UAE’s endeavors.

3- Bias, Agenda & Motivation:

Masdar operates solar and wind power systems across various countries including the UAE, Egypt, Jordan, Morocco, Mauritania, the UK, Spain, Serbia, and the US. However, there exists a critique of the sustainability of Masdar city, stemming from its concept of building a new city in a desert region with limited resources. The Masdar city project demands substantial amounts of energy, land, and water resources for both construction and maintenance. Some view the creation of Masdar as an attempt by the UAE to improve its fossil fuel image.

BCW is currently finalizing an agreement to offer strategic communications services to the United Arab Emirates, the host of the upcoming 2023 UN Climate Change Conference (COP 28). The conference is scheduled to take place in Dubai from November 6 to 17.

4- Links to Governments/Political Agenda:

BCW’s contractual ties with Masdar, an entity fully supported by the UAE, underscore its involvement in pursuing political goals alongside the Saudi monarchy. This circumstance notably underscores BCW’s established affiliations with the Saudi royal family, indicative of its engagement in political matters.

5- Sources of Funding:

The collaboration between BCW and UAE-owned Masdar was not a mere association, as indications have emerged that substantial funding from the UAE government was provided to the company. Claims have arisen, pointing to the fact that BCW received significant compensation for its involvement with Masdar.

6- Activities:

The agreement encompasses various aspects, including the formulation of a comprehensive communication strategy, managing global media relations, coordinating social media efforts, and engaging with stakeholders. This contract is established with Masdar, the Abu Dhabi Future Energy Company.

Masdar is actively involved in the deployment of solar and wind power systems across several countries such as the UAE, Egypt, Jordan, Morocco, Mauritania, the UK, Spain, Serbia, and the US. This initiative aligns with the Abu Dhabi Economic Vision 2030 program, which seeks to broaden the emirate’s economic landscape.

Leading the efforts for COP 28, BCW MENA President Sunil John and Chief Innovation Officer Chad Latz will contribute their expertise to the project.

7- NGO Leadership:

CEO of BCW is Corey duBrowa.

8- Controversy:

Public relations firms that work with authoritarian regimes often face the ethical challenge of prioritizing their lucrative partnerships. Instances of foreign PR companies operating within entities like UAE’s Masdar, which aims to improve the country’s fossil fuel image, can sometimes lead to concerns about the practice of “greenwashing.” BCW’s participation in projects linked to the UAE has stirred up controversy due to these associations.

9- Contact Details:

  • Website:https://www.bcw-global.com
  • Address:USA
  • Email:  newbusiness@genesis-bcw.com

10- Classification/Blacklist:

BCW’s engagement with UAE-owned Masdar involves activities that are viewed as contentious. Particularly noteworthy is the fact that these initiatives are being carried out on behalf of an autocratic regime known for its history of neglecting basic human rights. This association has resulted in BCW being included in a list of entities undergoing scrutiny due to their affiliations with the Saudi government.

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