Burson-Marsteller acquires Istanbul firm Effect PR

Global comms group Burson-Marsteller has acquired a majority stake in Effect PR, an Istanbul-headquartered firm with 80 staff.

Istanbul is Turkey's largest city, but not its capital (Credit: TPopova/Thinkstock)
Istanbul is Turkey's largest city, but not its capital (Credit: TPopova/Thinkstock)

Effect will now be known as Effect Burson-Marsteller. The company had been Burson's exclusive affiliate partner in the country since 2012.

The Turkish firm's clients include Microsoft, General Electric, Diageo, Gucci, Nissan, PlayStation, Istanbul Coffee Week and a range of other global and local brands, its website shows.

According to Burson parent company WPP, Effect's unaudited net sales for 2015 were roughly $2.5m (£1.7m). Effect was founded in 1995.

A WPP announcement said: "This acquisition continues WPP’s strategy of investing in important markets and sectors. Turkey is one of the Next 11 growth economies where WPP companies (including associates) generate revenues of more than US$1.0bn and employ more than 11,000 people.

"In Turkey itself, WPP companies (including associates) have revenues of around US$140m and approximately 1,500 people. WPP’s public relations and public affairs companies collectively generate revenues (including associates and investments) of around US$2bn and employ more than 11,000 people worldwide."

Last month, PRWeek reported that Edelman was pulling out of Turkey, with its Europe chief citing the "unbelievably complicated" geopolitical situation in the country – but PRWeek has also heard in recent weeks that global networks Cohn & Wolfe and MSLGroup are interested in exploring their options in the country.

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