Rediffusion-Y&R and Edelman announce strategic alliance

Tata Group to be serviced by Rediffusion and Edelman unit.

Rediffusion-Y&R and Edelman India have announced a strategic alliance to share clients across the public relations and public affairs portfolio.

The alliance will involve the formation of a separate business unit within Edelman to operate as Rediffusion/Edelman.

"The complexity of the Indian market favours an integrated communications approach that needs to seamlessly combine multiple marketing disciplines," says Arun Nanda, chairman and managing director, Rediffusion-Y&R. "Our partnership with Edelman allows us to associate with one of the world's finest public relations companies and offer our clients the best in class thinking and capability in this area. This will enhance our already existing offerings in advertising, direct marketing through Rediffusion/Wunderman, media through TME/MPG, and digital. We will be able to add greater value to our clients across all marketing and communications requirements," he adds.

"We believe this alliance will further enable us to push the boundaries of how PR is practised in India today," says Robert Holdheim, managing director, Edelman India. "We see a significant shift in strategic stakeholder communications. An integrated marketing approach is crucial in addressing today's communications challenges."

The new alliance will manage the public relations mandate for the Tata Group.

This development follows on the heels of the shutdown of Niira Radia's Rs 100 crore Vaishnavi Group. Tata Group's contract with Vaishnavi Corporate Communications also expired on October 31. Vaishnavi had the PR mandate of the Tata Group since 2001, during which it contributed significantly to the building of the Tata brand.