Public relations firm Burson Cohn & Wolfe (BCW) appointed Sunil John, the founder and boss of Asda'a Burson-Marsteller, to run its Middle East operations.
The regional entity will be operate as a separate division and its new brand will be revealed shortly, the companies said in a joint statement on Wednesday, without specifying a timeline. Both companies will continue to operate under their existing branding until then. Mr John will report to Donna Imperato, BCW's chief executive.
BCW was created in February following the merger of Burson-Marsteller & Cohn & Wolfe. The public relations agencies are owned by WPP, a communications firm with more than 200,000 employees and 3,000 offices in 112 countries, according to its website.
"The scale of the new BCW network, our focus on ever greater integration, and now our flexibility as an independent regional entity will give us a distinct advantage in pursuing exciting opportunities across the region," Mr John said.