Burson launches b-to-b specialty

NEW YORK: Burson-Marsteller has formally launched its Business to Business Specialty Group, a new arm designed to address the needs of fledgling tech start-ups.

NEW YORK: Burson-Marsteller has formally launched its Business to Business Specialty Group, a new arm designed to address the needs of fledgling tech start-ups.

NEW YORK: Burson-Marsteller has formally launched its Business to

Business Specialty Group, a new arm designed to address the needs of

fledgling tech start-ups.



’It’s an effort to address the needs of companies that come to us for a

range of services,’ said Bob Horton, Burson’s EVP and MD heading up the

unit. He said the new arm would also work with more established

companies - it pitched for the dollars 1 million R.R. Donnelly account

in May.



Horton has taken 30 people from Burson’s marketing practice, where

b-to-b was housed, to form the core of the new group. Burson generated

dollars 21.2 million in b-to-b income last year, according to PRWeek’s

agency rankings.



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