HONG KONG: Burson-Marsteller has acquired Indian agency Genesis, its strategic partner in the Asia-Pacific market for the past four years.The Asia-Pacific market is now Burson's second largest operation.
Bill Rylance, president and CEO of Burson Asia-Pacific, noted that the agency ended a previous 12-year relationship with another Indian agency in 2001.
He added that a re-evaluation of the Asia-Pacific market led to the initial partnership with Genesis.
"The market itself is a hugely significant market for our clients and hugely important," Rylance said. "We're in a very strong position to take advantage of it."
Genesis, which has almost 200 employees in six offices, will retain its name and brand.
Rylance noted that he expects the agencies to share talent, and Genesis employees have already begun work in Washington.
Genesis works with corporate, technology, and healthcare companies, including many multinational firms, but the agency declined to give examples of clients.