Global major Cohn & Wolfe picks up stake in BPG’s PR division

Dubai: Guess the messenger is turning out to be as valuable as the message. The global communications services major Cohn & Wolfe has picked up a minority stake in Dubai-headquartered BPG | pr (formed in 1995), which currently has clients such as Rolls-Royce Motor Cars and Visa International on its books. Details of the equity stake that was acquired and the value of the deal have not been revealed. The name of the local entity has been changed to BPG | Cohn & Wolfe to mark the changes. It will have on its rolls 34 employees in 13 countries.

For Cohn & Wolfe – part of UK-headquarterd WPP Group and named ‘Agency of the Year’ by PR Week in 2013 - the deal gives it impetus to widen the service coverage for clients in this part of the world. The move is in sync with the agency’s Asia-Pacific expansion strategy. Cohn & Wolfe’s portfolio features work done for varied industries from automotive (Ford) to F&B (McDonald’s and Taco Bell).

“The Middle East is one of the fastest growing regions and becoming increasingly important for our global clients,” said Donna Imperato, CEO of Cohn & Wolfe. “Cohn & Wolfe is looking forward to ensuring that the synergies between our two businesses offer our global clients stronger services in the region while providing clients of BPG | pr with an opportunity to benefit from our global network and international expertise.”

This is a tack other global communications majors have been pursuing in the recent past. The process has accelerated in the wake of the decline the communications industry has been experiencing in Europe, still trying to come to grips with the recession meltdown.

At the same time, Asia-Pacific and the Middle East have been seen as ripe for higher growth opportunities. Wherever they can global entities are seeking alliances with regional entities to spread the word out in the shortest possible timeframe.

Regional exposure BPG | pr definitely had. Apart from the Dubai base, it operates additional offices in Abu Dhabi, Baghdad, Doha, Jeddah and Kuwait as well as affiliates in Cairo and Muscat.

“Engaging in this new relationship will add significant value and further impetus to what is already a successful and growing public relations business at BPG,” said Avi Bhojani, BPG Group’s chief executive. “Cohn & Wolfe is recognised as one of the world’s most creative agencies with a strong commitment to digital and social media that will enable us to share best global practice and bring new concepts to our clients in the region, while offering our local as well as regional clients access to a global network.”