R.R. Donnelley hands dollars 1 million account to Burson

CHICAGO: Burson-Marsteller has triumphed in the derby for R.R. Donnelley’s dollars 1 million account, topping Hill & Knowlton and Golin/Harris.

CHICAGO: Burson-Marsteller has triumphed in the derby for R.R. Donnelley’s dollars 1 million account, topping Hill & Knowlton and Golin/Harris.

CHICAGO: Burson-Marsteller has triumphed in the derby for R.R.

Donnelley’s dollars 1 million account, topping Hill & Knowlton and

Golin/Harris.



Donnelley VP of corporate communications George Stenitzer said Burson

was chosen because of its corporate-change management experience. ’A lot

of the work we have to do is cultural,’ he explained.



Donnelley, attempting to reshape its image as an old-line printer,

started its agency search in early May. Porter Novelli and Ogilvy fell

out of the running after the first round of talks.



Burson/Chicago chief John LaSage, who will head up the account team,

said a core group of six will work on the Donnelley business and that as

many as 20 Burson people could become involved as work progresses.



’Corporate positioning is going to be a big part of it,’ LaSage said,

noting that the account immediately becomes one of the Chicago office’s

biggest.



Donnelley did not employ an agency of record in the past, instead

working with a variety of agencies (Golin, Fleishman-Hillard) on

individual projects.



Donnelley will end its relationships with the other firms within the

next 60 days, Stenitzer said.



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