Burson's Lawrence to join Mattel as comms chief

EL SEGUNDO, CA: Mattel has hired Burson-Marsteller chief global digital strategist Dallas Lawrence as head of global corporate communications and government affairs.

EL SEGUNDO, CA: Mattel has hired Burson-Marsteller chief global digital strategist Dallas Lawrence as head of global corporate communications and government affairs.

Lawrence will join Mattel at the end of the month as VP of corporate affairs, reporting to CFO Kevin Farr. He will replace Lisa Marie Bongiovanni, who is taking another job within Mattel, Lawrence said. Lawrence will oversee corporate and executive communications, reputation management, the Mattel Foundation, and government affairs for the toy company.

Lawrence joined Burson in 2010 as MD of digital public affairs for the US region. The following year, the WPP Group firm promoted him to chief global digital strategist and chair of the global digital practice, at which time he joined the agency's global leadership team.

Prior to that, Lawrence chaired the social and digital media practice for Washington DC-based firm Levick. He also served as VP of branding and new media at the National Association of Manufacturers.

Earlier in his career, Lawrence worked for President George W. Bush's communications team, representing the White House and two cabinet members, as well as director of the office of community relations and public liaison for the Department of Defense. He also served as director of regional media outreach and spokesperson for the Coalition Provisional Authority in Iraq.

“I was thrilled by the opportunity to leverage both online and offline disciplines for one of the most beloved brands in the country,” Lawrence said. “The timing was right. The CEO [Bryan Stockton] has an aggressive and frankly exciting agenda for the future of the business.”

Mattel owns toy brands including Barbie, Fisher-Price, Matchbox, Hot Wheels, and American Girl.

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