DUBAI—Burson-Marsteller has become the latest public relations firm to target the Middle East, forming a partnership with Bates PanGulf Public Relations, based in the United Arab Emirates.
The exclusive partnership will enable clients in the Middle East including the GCC countries, Egypt, Iran, Iraq, Arabic speaking North Africa, Pakistan and Sri Lanka, to tap into the global resources of Burson-Marsteller, while BM’s clients will be able to target the region with the support of one of the largest networks in the Middle East.
Burson follows Weber Shandwick Worldwide, which last year announced partnership with Fortune Promoseven Network, which has 14 offices in 12 Middle Eastern countries, while Edelman recently entered into an alliance with ASDA’A, a 10-office operation that had previously partnered with Burson.
According to Bill Rylance, chief executive officer and president of Burson-Marsteller Asia Pacific and the Middle East, “The Middle East is integral to our clients’ business strategy, and we needed a committed partner like BPG PR which shares our common values of leadership, trust, innovation and transparency.”
Says Avi Bhojani, group chief executive of Bates PanGulf Group, “The timing is right for the BM/BPG PR partnership especially important with the onset of globalization providing the opportunity for local and regional companies to enter the international market place. BPG PR has built a strong Dubai based PR practice, and we’re now poised for expansion and regional growth at the same time as the market has evolved in terms of demand and need for higher level PR services.”
The partnership will be led by Lynn Unrau, a former B-M managing director in Singapore, who has relocated to Dubai.