The newly created agency BPG Cohn & Wolfe is looking to expand its regional footprint now that the company has the backing of the US-based Cohn & Wolfe communications agency.
Last week Cohn & Wolfe, which is wholly owned by the UK-based agency WPP, completed the acquisition of a minority stake in BPG PR, part of the BPG Group based in Dubai. WPP also has a 40 per cent stake in BPG Group.
"As new business flows in, we will be expanding. We have associates in place in some countries, but we are looking at establishing our own offices in Egypt and in Lebanon," said Nitin Puri, the chief executive at BPG Cohn & Wolfe.
The acquisition follows Cohn & Wolfe's recent expansion in China, India and South East Asia. Speaking about the partnership, Mr Puri expects greater expertise to flow into the region.
"It is significant for both of us, we have become part of a worldwide PR network, which of course leads, to a host of benefits. Through us Cohn & Wolfe has a strong footprint in the Mena region, therefore it helps with knowledge acquisition in this part of the world and information sourcing, it completes their global footprint," said Mr Puri.
"For us it means access to tools, best practices, training and development and most importantly, knowledge banks so that we can offer new and additional services to clients.
"Cohn & Wolfe is strong in branding, digital PR and social media, which is becoming very popular in this part of the world."
The company has already started participating in some global pitches of Cohn & Wolfe in Switzerland and Singapore "which for us could lead to new business", said Mr Puri.
BPG Group lists Rolls-Royce, Visa International, Masafi, Al Shaya Group and Jumbo Electronics among its clients.