Asda'a ties up with Burson-Marsteller

Dubai: Global public relations firm Burson-Marsteller and Dubai-based Asda'a Public Relations yesterday announced the creation of a merged regional network covering all major Middle East markets.

The move follows the acquisition of a majority stake in Middle East communications leader The Holding Group (THG) by WPP Group, one of the world's leading communications services networks.

Asda'a is part of THG and Burson-Marsteller is part of Young & Rubicam Brands, a subsidiary of WPP Group. The merged business will be renamed Asda'a Burson-Marsteller.

Joseph Ghossoub, THG president and chief executive, said the combined strengths of Burson-Marsteller's global network and best practices and Asda'a's successful strategic communications delivery across the diverse Middle East market brings unparalleled reach and resources to clients across the region.

"This is a logical and positive step that will create significant opportunities for growth and development for employees and clients," said Ghossoub.

Asda'a is the Middle Eastern affiliate of Edelman Worldwide while Burson-Marsteller is affiliated with JiWin Public Relations, a member of Dubai-based Media Services Group.

Sunil John, managing director of Asda'a Public Relations, said: "The global Burson-Marsteller brand together with our leading position in the Middle East is a winning combination. We look forward to sharing knowledge and best practices and for our employees to benefit from some of the opportunities that Burson-Marsteller has to offer such as access to their practices and products."