Burson launches data-driven creative content offering

The offering will initially roll out in New York, Chicago, and Washington, DC.

NEW YORK: Burson-Marsteller has developed a data-driven creative content offering that will stretch across all practices within the firm.

The offering, branded Burson-Marsteller StudioB, provides the agency’s clients with a fully integrated, real-time, data-driven center of creativity, content production, and distribution. The firm is initially rolling it out across New York, Chicago, and Washington, DC, with global expansion planned for later this year.

Brad Mays, Burson’s MD of US digital integration, and Thomas Gensemer, US chief strategy officer, are leading the offering in the US, and will also head it globally, said worldwide chair and CEO Don Baer.

Burson-Marsteller StudioB combines the firm’s data analytics and web data tools, opinion polling, and research capabilities with full-service creative and production. The objective of the offering is to coordinate and scale creative, data-driven content with distribution across all traditional, digital, and social media channels, according to a company statement.

The agency has decided to launch the offering now because of the growing role of data and insights and the need to analyze all of it in a way that is meaningful and effective, said Baer. He added that clients have an increasing desire for the production and generation of creative content and emerging forms of media distribution.

"All the old walls between the marketing, advertising, and strategic PR side of communications are being knocked down," explained Baer. "StudioB is meant to build an even more integrated approach that cuts across all practice groups so we can provide clients with the most innovative, creative, and strategic comms services possible."

Burson’s US CEO Michael Law said StudioB also creates a platform for the firm to recruit a different set of talent.

"We are hiring video producers, planners, and creative talent from the ad agency world, as well as data analysts and security industry people who bring a unique point of view to the work we are doing here," said Law.

Blue Bell Creameries contracted Burson earlier this week to assist with communications in relation to the company’s voluntarily recall of its ice-cream products due to listeria concerns. The firm is also is assisting Lufthansa discount carrier Germanwings with its crisis communications response after one of its Airbus A320 flights carrying 150 people crashed last month.

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