Burson-Marsteller to merge with Essence Communications Malaysia

The source told Campaign Asia-Pacific that Felix Heinimann, Essence’s group managing director and founder, will lead the new entity, while Joycelyn Lee, market-leader for Burson-Marsteller Malaysia, is understood to have opted to take time off. 

Burson-Marsteller Sdn Bhd, the global public-relations firm’s Malaysian subsidiary, started business in the country in the 1970s, but was later sold to the local management and renamed Rll Burson-Marsteller Sdn Bhd.

Burson-Marsteller re-entered Malaysia through an exclusive affiliate partnership with Essence Communications in May 2010 and launched its own office in Kuala Lumpur four months later. Nevertheless, B-M said at the time that it's relationship with Essence remained unchanged. 

Essence Communications was founded by Heinimann in Kuala Lumpur in 2000 as an associate with WPP. In 2005, the advertising group giant made further investments in Essence and became a majority stakeholder. 

It is at present unclear what the new merged entity will be named. 

When contacted, Heinimann declined to comment.