DUBAI: Burson-Marsteller is launching an affiliate brand in the
Middle East in March. The move follows the return to the UK of Roger
Fennings, who has run B-M’s affiliate PR business in the Middle East for
the last eight years.
Fennings was recruited by B-M to set up Intermarkets PR, part of the
independent Intermarkets Advertising group, in 1991. He built the
operation into a pounds 1.25 million fee operation, with offices in
Lebanon, Egypt, Saudi Arabia and Bahrain.
Last autumn Intermarkets Advertising and its PR subsidiary were acquired
by Team Young and Rubicam, a regional ad agency in which B-M’s parent
company Young and Rubicam (Y&R) has a stake. Y&R has decided to create a
standalone entity, Asdaa Burson-Marsteller, into which most of the
Intermarkets PR operation will transfer. Sunil Johns and Pat McLaren,
who have worked at Intermarkets PR in the past, were recruited as
vice-presidents for Asdaa.