McNulty moves up to head of B-M Europe

Dermot McNulty, who rejoined Burson-Marsteller in 1998 after his job as worldwide chief executive of Shandwick was scrapped, has been appointed to head B-M’s European operation.

Dermot McNulty, who rejoined Burson-Marsteller in 1998 after his

job as worldwide chief executive of Shandwick was scrapped, has been

appointed to head B-M’s European operation.



McNulty, who until now had held the position of vice chairman of global

business development, takes over the 550-strong, pounds 56 million

business from Ken Rietz, who returns to the US as chief operating

officer of B-M worldwide.



Rietz in turn succeeds Don Cogman, who moved to B-M’s parent, Young and

Rubicam, in September to head its corporate affairs.



In what appears to be a tempering of B-M’s desire to move away from the

implemention of PR campaigns into planning them, McNulty said the agency

wanted to achieve a balance between the two activities.



He said: ’I think the rest of the industry perceived us to be skating

off in the direction of strategy at the expense of the other stuff. If

you can’t deliver the implementation you are not in a position to give a

client a total solution. Clients want to feel they have one-stop

shopping.’



McNulty said he planned to ’continue what I feel is a revitalisation of

Burson-Marsteller. What Ken and I have done together is upgrade the

talent pool’.



In recent months the agency has recruited Body Shop communications head

Gavin Grant, Fleishman-Hillard’s UK chief Deborah Saw, and Gabriele

Velte, who was a senior consultant at top German agency Kohtes and

Klewes before moving to oversee PR at Lufthansa.



’The buzz around the place is more so than it was,’ said McNulty.



He added: ’We are trying to continue to get the balance right between

being a global company and being a local company. In Europe at the

moment we are pushing the national business.’



During August and September, Burson-Marsteller won pounds 6 million of

new business.



New work in the region has come from Johnson and Johnson and the ATP

Tour - a global account won two weeks ago to promote the Super 9 tennis

tournaments - which in terms of size and scope rank only just below the

four Grand Slam events (of which Wimbledon is the best known in the UK).



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