BM Expands Middle East Presence Through Asda'a Alliance
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BM Expands Middle East Presence Through Asda'a Alliance

Burson-Marsteller has entered into a partnership with Asda’a—one of the leading independent public relations firms in the Middle East and until recently an affiliate of Edelman—to create a merged regional network covering all major markets in the Middle East.

Paul Holmes

BRUSSELSBurson-Marsteller has entered into a partnership with Asda’a—one of the leading independent public relations firms in the Middle East and until recently an affiliate of Edelman—to create a merged regional network covering all major markets in the Middle East.

 

The move follows the majority investment by Burson parent WPP Group in Middle East communications leader The Holding Group, of which Asda’a is a part. The merged business will be renamed Asda’a Burson-Marsteller and will be fully integrated into Burson-Marsteller Europe, Middle East and Africa. According to Joseph Ghossoub, THG president and CEO, the combined strengths of BM’s global network and best practices and Asdaa’s communications delivery across the diverse Middle East market “brings unparalleled reach and resources to clients across the region.”

 

Established in 1992, Asda’a has more than 160 professionals in 11 fully-owned offices across the region. The agency provides services to government, multinational businesses and regional corporate clients through its six practices in the f technology, corporate, finance, healthcare, consumer marketing and public affairs sectors. Its services include issues management, media training, crisis communications, media monitoring and analysis, media relations, and event management.

 

“We have a significant and growing number of clients that are looking for communications services in the Middle East,” says Jeremy Galbraith, CEO of Burson-Marsteller EMEA. “In addition, this is a region that is continuing to grow and where massive investment is taking place, with many Middle East clients increasingly looking for global communications support.”

 

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