By Arun Sudhaman

NEW DELHI: Ashwani Singla, CEO of Indian PR heavyweight Genesis Burson-Marsteller, is shifting to a new role heading sister WPP research agency Penn Schoen Berland’s (PSB) launch in South Asia.

Genesis Burson-Marsteller confirmed the development, which was earlier revealed to the Holmes Report by sources within the industry. Singla leaves Genesis B-M after 12 years with the agency, with agency principal and founder Prema Sagar reverting to a more hands-on management role.

PSB was originally founded by CEO Mark Penn, who is also the current global CEO of Burson-Marsteller. The firm counts offices in the US, UK, Hong Kong and the UAE.

Singla’s tenure at Genesis B-M was characterised by strong growth, as he and Sagar led the agency’s progression into one of the country’s biggest PR firms. In 2006, Genesis was sold to Burson-Marsteller, and was named Holmes Report Indian Consultancy of the Year in 2008.