Burson-Marsteller (B-M), which broke its nine-year-old joint venture with Roger Pereira Communications in India last month, announced today it had signed a MoU under which Genesis PR would "exclusively" represent it in India.

In a communiqué, Genesis says that the alliance will make available to it BM's global experience of over 50 years, international expertise, reach in 34 countries and knowledge tools. B-M's Asia Pacific president Bill Rylance said: "India is rapidly becoming a key market for industry leading clients and our partnership with Genesis PR will enhance our quality of services and reach."

B-M and Roger Pereira Communications (RP) mutually agreed to operate independently in India from June this year, RP having acquired the 49 per cent stake held by B-M in the JV, subject to receipt of all regulatory approvals.

While RP managing director Roger Pereira said, "For us and our clients, it's business as usual." The decision to operate independently was apparently taken because of the need felt by both to work with clients of their choice, as a result of the changed business environment since the JV was formalised in 1993.

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