DUBAI, 30 May 2008 — Global public relations firm Burson-Marsteller and Dubai-based Asda’a Public Relations on Wednesday 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 plc., 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 plc.
The merged business will be renamed Asda’a Burson-Marsteller.
Joseph Ghossoub, THG president and CEO, said that 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 was the Middle Eastern affiliate of Edelman Worldwide while Burson-Marsteller was affiliated with JiWin Public Relations, a member of the Dubai-based Media Services Group. Bill Rylance, vice chairman of Global Development at Burson-Marsteller, said: “The realignment with Asda’a is an obvious extension of the WPP acquisition of The Holding Group. There are clear opportunities for all group brands to collaborate in offering services to our clients around the world and in the Middle East.”
Commenting on the development, Mona Al-Marri, chairperson of the Media Services Group (MSG) and CEO of JiWin, said: We are delighted to see that global players, such as WPP, are committed to investing resources in the UAE’s media services industry and helping to consolidate the country’s position as the preeminent media hub of the Middle East.”
