Asda'a managing director Sunil John was in New Delhi last week to make a formal pitch to the ICCO executive committee, arguing that Dubai was the ideal venue for the 2007 event.
The ICCO - which stands for International Communications Consultancy Organisation - is the umbrella organisation for PR agencies across the world.
John, speaking on behalf of the Middle East PR Association (MEPRA), said: "Dubai is undoubtedly the success story of the Middle East, and is the logical venue for the next ICCO summit."
The ICCO summit regularly draws the senior management of leading international communications networks as well as independent and regional firms from around the world.
Last week's New Delhi summit focused on the theme 'Forget Best Practices, Think Next Practices'. The speaker line-up included Harold Burson, founding chairman of Burson-Marsteller; and the CEOs of Edelman, Weber Shandwick, Hill & Knowlton, and the Publicis PR Group.
John was among the speakers in a forum session dedicated to the challenges and potential of the independent firm in the era of large integrated global networks.
Other discussion topics at this year's summit centred around the new services and capabilities that will be required from PR firms, new ways to attract and retain talent and new methods of collaboration.