Demand for media experts spurs top-level movement

CHICAGO and NEW YORK: In a bout of media-services musical chairs that shows the continued importance of media expertise to the industry, Peter Himler is leaving Burson-Marsteller for Edelman, while Michael Schiferl is leaving Edelman for Weber Shandwick.

CHICAGO and NEW YORK: In a bout of media-services musical chairs that shows the continued importance of media expertise to the industry, Peter Himler is leaving Burson-Marsteller for Edelman, while Michael Schiferl is leaving Edelman for Weber Shandwick.

Edelman said Tuesday that it had hired Himler as EVP and chief media officer. He will begin September 13. Himler had been at Burson for 11 years, most recently as managing director of the strategic and corporate media team, and global spokesman. He was also an EVP.

Schiferl, formerly director of US media services for Edelman, has joined Weber Shandwick in the newly created position of SVP/director of media relations.

Schiferl spent six years with Edelman in Chicago, growing the media relations team from four people to 20 by the time he left there at the end of June.

Pam Talbot, president and COO US with Edelman, explained the firm had started looking for a more senior-level media person before Schiferl left. Himler was hired for a more senior position than Schiferl's former role.

"It was just a terrific opportunity to build a media practice to my specifications," Himler said.

Burson CEO Chris Komisarjevsky said that his agency has not yet chosen a replacement for Himler.

Edelman also recently hired another Burson alum, Kate Triggs in London, to head its regional management team.

At Weber Shandwick, Schiferl will work with people across the agency to find ways to use media for clients. He described his mission as "really infusing the whole agency to be a little smarter about media. Everyone from interns on up should concern themselves with media."

Schiferl will also do client work at WS. He's already become involved in the Rayovac battery account.

He began in late July, working out of the Chicago office.

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