Heggenes takes on European role at B-M

Burson-Marsteller appointed worldwide managing director of human resources Per Heggenes to the newly created post of chief operating officer for Europe this week.

Burson-Marsteller appointed worldwide managing director of human

resources Per Heggenes to the newly created post of chief operating

officer for Europe this week.



Heggenes will take on day to day management for the European operation

in an attempt to improve the implementation of B-M’s controversial new

practice structure. He will report to European president and CEO Ferry

de Bakker.



Heggenes has overseen staff recruitment and development for the past 18

months, during B-M’s worldwide reorganisation.



’Our current transition is encouraging, but time consuming. We need more

management capacity,’ said Heggenes.



He will focus on human resources, technology, internal communications

and supervise the work being done for clients.



’Implementing our new client/practice structure in 17 markets around

Europe requires significant management resources given our size and

various language and cultural considerations,’ said de Bakker. ’Per’s

management skills and thorough grounding in the strategic vision of the

company will be a tremendous asset to us,’ he said.



The agency is nearing the end of a reorganisation of its European

operation, which was preceded by restructuring in the US and will be

followed by changes in Asia.



B-M is no longer organised by country, but on a European-wide basis,

according to its main areas of activity such as healthcare and

marketing.



Diane Perlmutter, currently head of US marketing practice, will succeed

him in the human resources post.



Analysis, p7.



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