BM launches new Middle East brand

DUBAI: Burson-Marsteller has announced plans to launch Asdaa Burson-Marsteller, an affiliate brand, in the Middle East this March.

DUBAI: Burson-Marsteller has announced plans to launch Asdaa Burson-Marsteller, an affiliate brand, in the Middle East this March.

DUBAI: Burson-Marsteller has announced plans to launch Asdaa

Burson-Marsteller, an affiliate brand, in the Middle East this

March.



The move comes in the wake of Roger Fennings’ return to the UK. He led

Burson’s affiliate PR business in the Middle East for the last eight

years.



In 1991, Fennings was recruited by the agency to set up Intermarkets PR,

part of the independent Intermarkets Advertising group. Subsequently, he

built the agency into a dollars 2.1 million operation with offices in

Lebanon, Egypt, Saudi Arabia and Bahrain.



Last autumn, Intermarkets Advertising and its PR arm were acquired by

Team Young & Rubicam, a regional ad agency in which Burson’s parent

company, Young & Rubicam, has a stake. Perhaps spurred by this, Y&R has

decided to create Asdaa, a stand-alone entity into which most of the

Intermarkets PR operation will shift.



Sunil Johns and Pat McLaren, who have worked at Intermarkets PR in the

past, have been recruited to serve as Asdaa VPs.



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