NAIROBI, Kenya
Competition in the Public Relations industry in Kenya has gone a notch higher with a new entrant in the industry. Burson-Marsteller, a leading global public relations and communications firm, today announced a new partnership in Kenya with the creation of Engage Burson-Marsteller.
Burson-Marsteller, established in 1953, provides clients with strategic thinking and programme execution across a full range of public relations, public affairs, reputation and crisis management, advertising and web-related strategies. It has 20 years’ experience in the African market having first launched in South Africa in 1993. Kenya is the second African country.
“Launching Engage Burson-Marsteller is an important part of our African growth strategy and augments our 2011 acquisition of a majority stake in Arcay Communications in South Africa following a successful five year affiliate relationship,” said Mr Don Baer, Worldwide Chairman and CEO of Burson-Marsteller. “Arcay Burson-Marsteller Africa is the leading network across Africa and we will continue to develop similar partnerships in key African markets over the coming years.”
The launch of Engage Burson-Marsteller in Kenya is likely to spark a fierce race for clients, which analysts say could end up in undercutting through price wars. According to the Public Relations Society of Kenya, Kenya currently has 61 registered PR firms battling it out for the growing publicity market.
Burson-Marsteller has tapped Desiree Gomes, a former executive director at Gina Din Corporates Communications, who has been appointed managing partner of the Kenyan subsidiary. Ms Gomes was the dealmaker at Gina Din and her exit two months ago is being interpreted as a blow to Gina Din Kariuki.
“She was the engine of Gina Din,” said a media executive who worked at the firm for three years. “She attended all pitches. You’d rarely see Gina.”
This person said she was instrumental in bringing in big accounts such as Crown Berger, LG Electronics and MTN Business among others. She’s likely to move with some big accounts as happened to Ogilvy when managing director Koome Mwambia quit to start Redhouse and snatched a good number of big clients from his former employer. She said that the firm will offer strategic, integrated communications and implementation services, drawing from Burson-Marstellers global insights and knowledge and the teams experience in East Africa.
Speaking at the launch, CEO Burson-Marsteller Europe, Middle East and Africa and Worldwide Vice Chairman of Strategy, Jeremy Galbraith said Kenyan economy is vibrant and dynamic and following the peaceful elections earlier this year, the economic outlook is very positive. “Engage Burson-Marsteller is uniquely positioned to service the communication needs of businesses operating in Kenya. This will be the second of many key strategic investments that we expect to make over the next five years in Africa,” he said.
The firm said it would introduce evidence-based communications in which thorough research will be done and improve social media impact on PR and communication, among other trends. The firm also outlined the areas in which it will engage including financial communications, internal communications, crisis communications and stakeholders’ engagement. It hopes to utilise the powerful force of social media as a tool to engage its clients as this has proved as the most effective way to engage with the public in the modern PR world.
Burson-Marsteller is a part of Young and Rubicam Group, a subsidiary of WPP, the world’s leading communications services network.
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