Expert Teams Handle Diverse Needs Of Clients

BW Businessworld’s Arshad Khan speaks to Margaret Key, chief executive, Asia-Pacific, Burson-Marsteller, about the trends shaping the public relations sector, and its growth, in India. Edited excerpts:

How different is the Indian PR market compared to other Asian markets?
For us, public relations and communications in 2016 is focused on delivering integrated solutions to our clients, and this has become even more prevalent as audiences across the region change the way they consume content via their smartphones, tablets and PCs. The line between public relations, social media and content marketing is blurring and this has fundamentally changed the way organisations approach communications. As an agency, this has enabled us to create credible content for audiences and I see this reflected in the work being done by Genesis Burson-Marsteller.

Given the size and diversity of the country, communications needs in India vary from state to state, and even in terms of socio-economic levels. What we are asked to do in the metropolitan areas is different from that in the tier-I and -II cities, which is in turn different from the requirements in rural areas. This complexity requires us to think in a differentiated way, and we have teams strategically placed across the country to do just that.

What was the growth in the APAC region in the last one year? Who are the major clients you acquired during the year?
The Asia Pacific region achieved single-digit growth last year, with China and India, two of our leading markets in the region, performing well in terms of revenue. Over the past year, well-known brands such as AirAsia, Singapore Tourism Board, BASF, Asia Miles and Cunard in China (its sister concern, Princess Cruises, is an existing client) have joined our roster of clients. Two of our top clients, Bayer and Bank of America, have also expanded with projects across different markets in the region.

Globally, Burson-Marsteller is known for managing public affairs and private corporates concurrently. How difficult it is to manage both at the same time?
Managing both is rarely an issue. We follow a practice structure that groups our teams according to areas of speciality or expertise. This structure allows us to serve our clients by bringing the best consultants to the table to meet their needs.

What is the level of competition among agencies in Indian?
Every major global agency operates in India today, so it is not surprising that there is intense competition for business in this market. Clients have more choices than ever, from homegrown and global firms, to specialist agencies, freelance consultants, management professionals and advertising agencies — all of which are vying for much of the same business. At Genesis Burson-Marsteller, our aim is to add value by offering differentiated content, leveraging our expansive network, and engaging our teams of experts across industries.