BOSTON: Brodeur Worldwide has formed its first partnership in India, with Genesis PR, the country's largest PR firm.
'India is an untapped market, and it's got a very strong bent towards technology and English-speaking technology professionals,' said Brodeur chairman John Brodeur.
He added that new laws designed to protect and enable e-commerce growth, expected to be enacted later this year, will cause a surge in business in those sectors. 'The whole of the society and government and business environment is built around the idea that e-commerce is here to stay,' he explained.
A full-service firm with more than 100 employees, Genesis is headquartered in New Delhi and has offices in Mumbai (Bombay), Bangalore, Hyderabad, Chennai (Madras) and Calcutta. The agency services hi-tech clients such as Symantec and Healtheon/Web MD, as well as Unilever's Pepsodent and Sunsilk brands and Bestfoods' Knorr and Skippy brands.
The announcement follows closely on the heels of Brodeur's recent decision to partner with China's largest PR agency, Euan Barty Associates (PRWeek, April 17) after former China partner Newell Public Relations decided to leave the Brodeur network.
Serious discussions about the India and China partnerships began last quarter. Equity was not exchanged in either deal and the two agencies will not be co-branded with Brodeur. While Brodeur expects to have conversations about formalizing the arrangements at some point, he said that he prefers to build a strong partnership foundation first.