Essence in tie-up to take top position

May 12, 2010 |

(The Star, Wednesday, 12 May 2010 – Business & Finance – Page, 6)


PETALING JAYA: Burson-Marsteller (B-M), one of the world’s largest public relations agencies, is forming an alliance with Petaling Jaya-based PR firm Essence Communications which will see the latter be its exclusive affiliate partner in Malaysia.

According to Essence Communications group managing director Felix Heinimann, both companies would sign an official agreement tomorrow in Kuala Lumpur.

“This new cooperation will enable Essence to further sustain and cement our position as one of the leading public relations agencies in the country,” Heinimann told StarBiz, adding that both firms had started to work together since mid last year and finalised the agreement in the first quarter of this year.

He said the tie-up would open new avenues and greater access into a wide network of professional expertise for Essence, which would complement efforts in finding the right solutions for its clients.

“B-M was looking for a permanent affiliate. We worked on a couple of accounts together, like the HP account, and we decided to form an alliance,” Heinimann said.

He said, with this cooperation, both firms would share expertise and staff for relevant client engagements. “Essence will also have a chance to tap on the facilities of B-M in terms of training, international resources and expertise, which will be a big boost for our talents,” he said.

“Essence was the right partner to provide our clients operating in Malaysia with their services,” said B-M Asia-Pacific president and chief executive officer Bob Pickard.

“This alliance combines our international resources and reach with Essence’s know-how in the Malaysian market as we expand our geographic footprint,” Pickard said in a statement.

B-M is a part of Young & Rubicam Brands, a unit of communications services network, WPP Group. Locally, B-M’s clients are HP and Accenture while Essence include Etihad, Cyberview and Fitness First.

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