NEW YORK: Burson-Marsteller has announced that WPP sister agency Bates PanGulf will be its Middle East affiliate following the termination of its relationship with the independent ASDA'A, the largest regional PR firm.
Edelman recently announced an exclusive affiliate agreement with ASDA'A, which is based in Dubai.
ASDA'A and Burson disagree over which of them ended the relationship. In separate interviews, representatives from both firms claim to have terminated the 10-year deal.
Edelman and ASDA'A share a number of clients, including Johnson & Johnson, Wipro Infotech, and Samsung Electronics.
The Middle East is a vital, developing region.
"It's a fast-growing market," said Sunil John, ASDA'A managing director. "In the last three years, the PR market has grown by an average of 30%."