KUALA LUMPUR: Burson-Marsteller has sold its Malaysian office in
line with a strategy of pulling out of small emerging markets.
Kuala Lumpur managing director Karen Hoh has taken 100 per cent
ownership of the Malaysian office. She will continue to run the office
as an exclusive B-M affiliate, but will change its name to Rii
Burson-Marsteller. B-M is negotiating a sale with the managers of one
other office in Asia, but refused to name the office at this stage.
Small offices in emerging markets in Eastern Europe and parts of Asia
have had difficulties implementing B-M’s strategy of cultivating large
international clients. By buying their businesses from B-M, local
managers can concentrate on chasing local business.
B-M Asia-Pacific vice-president Martin Langford said: ’There are a
handful of international clients in the Malaysian market, but the
business was much more than others grown on local clients. When the
Asian recession hit, the local business became more fragile.’