NEW DELHI — GE has hired Weber Shandwick as its PR agency of record across of South Asia, following a competitive review that featured five agencies.

Weber Shandwick takes on a mandate that had previously been handled by Genesis BCW for several years. The firm will focus on GE's business communication across its aviation, healthcare and energy businesses, including corporate communication, employee transition communications, executive equity and public policy comms.

Weber Shandwick's mandate covers strategy planning, transformation communications, strategic media relations, proactive storytelling, content planning and implementation. The aim is to deliver messages about the future of flight, precision health and decarbonization.

"[Weber Shandwick's] ability to articulate the brief and bring it alive with a realistic, doable approach was truly commendable," said Gayatri Rath, executive director of communications and brand at GE South Asia. "Our goal is to raise our position and build a stronger understanding for the brand and its values, in the region. We needed a partner that can deliver to this ask with deep thinking, strong relationships, and agile teams."

The decision comes less than 12 months after former Microsoft comms head Rath joined GE.