Rediffusion, Edelman form separate business unit to service Tata Group


Advertising agency Rediffusion-Y&R and public relations firm Edelman India today announced a strategic alliance to share clients across the public relations and public affairs portfolio and raise the bar in providing integrated communications offerings to clients in India.
Rediffusion is one of the largest and most renowned Indian advertising agencies which came into existence in 1973, while Edelman India is a part of Daniel J. Edelman Inc., the world’s largest independent public relations firm founded in Chicago over half a century ago.
A press release from Edelman said the alliance would involve the formation of a separate business unit within Edelman to operate as Rediffusion / Edelman. Among others, the Tata Group will be serviced by the new unit, it said.
The announcement came a day after corporate lobbyist Niira Radia, who headed Vaishnavi, whch had handled corporate communications for the Tata Group, announced that she had decided against renewing any client mandates and to exit the business of communications and consultancy.
Ms Radia was in the news last year after transcripts of her telephone conversations with politicians, bureaucrats, industrialists and journalists were leaked to the media.
She had been questioned by the Central Bureau of Investigation (CBI) in December last year in connection with the alleged 2G spectrum allocation scam.
The agency had earlier also carried out searches at the premises of Ms Radia.
A few months later, Ms Radia had also been examined by the Public Accounts Committee (PAC) of Parliament in connection with the 2G case.
"To give precedence to my personal priorities of family and health, I have decided against renewing any client mandates and to exit the business of communications consultancy," Ms Radia said in a statement yesterday. "It is a painful decision which has been taken after much consideration and consultation with my family, doctors, clients and colleagues." 
Apart from the Tata Group, Vaishnavi also was handling corporate communications for Reliance Industries Limited (RIL) for the past three years.
“The complexity of the Indian market favours an integrated communications approach that needs to seamlessly combine multiple marketing disciplines,” Mr Arun Nanda, Chairman and Managing Director, Rediffusion-Y&R, said.
“Our partnership with Edelman allows us to partner one of the world’s finest PR 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 of their marketing and communications requirements.
“We believe this alliance will further enable us to push the boundaries of how PR is practised in India today” said Mr Robert Holdheim, Managing Director, Edelman India.
“We are seeing a significant shift in strategic stakeholder communications. An integrated marketing approach is crucial in addressing today’s communications challenges.”
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