Burson ups digital prowess

NEW YORK: Burson-Marsteller has undertaken an agreement with The NewsMarket to create a customized, proprietary digital capability for the firm. The deal is the first of its kind between a PR agency and the online video distribution company.

NEW YORK: Burson-Marsteller has undertaken an agreement with The NewsMarket to create a customized, proprietary digital capability for the firm. The deal is the first of its kind between a PR agency and the online video distribution company.

Mark Penn, worldwide president and CEO of Burson, said the entire firm would be trained in how to sell and integrate The NewsMarket's product into its client offerings, both on a project and long-term basis.

"This is really a proactive step we're taking to offer our expanded digital capabilities and services to our clients," he said, adding that the agreement with The NewsMarket represents the first in a series of digital products Burson will adopt. "We believe it's important for our clients to distribute their information digitally as widely as possible."

Shoba Purushothaman, CEO and cofounder of The NewsMarket, noted that part of the agreement calls for her company to be integrated into the workflow of Burson account teams around the world and vice versa. Content created by these teams will then be made available to the news media, citizen journalists, and consumers.

"I think this takes us to a different level in terms of our development," she said. "It's a huge market opportunity for us."

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