Burson-Marsteller takes the initiative in self-promotion

Burson-Marsteller this week launched what is believed to be the highest profile advertising campaign yet by a PR agency, with full page ads in the US, Latin American, European and Asian editions of the Wall Street Journal.

Burson-Marsteller this week launched what is believed to be the

highest profile advertising campaign yet by a PR agency, with full page

ads in the US, Latin American, European and Asian editions of the Wall

Street Journal.



The ads ran on Monday and will appear again on 22 February, alongside

advertisements in trade titles such as PR Week. Based on prices quoted

by the paper, the Wall Street Journal campaign will cost an estimated

pounds 250,000. The ads were put together by Marsteller Advertising.



B-M chief executive Chris Komisarjevsky said: ’The marketplace has

become increasingly cluttered over the last few years, so we felt it was

important to be more proactive in marketing B-M,’ he explained.



As part of the campaign, every B-M managing director will be given a

core speech about the agency, which they can adapt and must give at

least once during 1999 to an outside group. The campaign, accompanied by

a broader marketing drive, marks the arrival of a new top team at the

agency following the departure of CEO Tom Bell for parent company Young

and Rubicam last year.



Leader p9.



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