Cohn and Wolfe unties the B-M apron-strings

Cohn and Wolfe has marked its intention to ’leave the shadow’ of former parent company Burson-Marsteller by announcing its own plans for global expansion.

Cohn and Wolfe has marked its intention to ’leave the shadow’ of

former parent company Burson-Marsteller by announcing its own plans for

global expansion.



Details of the ’Millennium Plan’ emerged just weeks after the agency

switched all its reporting lines from B-M to both firms’ owner Young and

Rubicam.



Cohn and Wolfe president Steve Aiello said it is the agency’s goal to

double in size over the next four years through the creation of an

international network.



Former joint UK managing director James Thellusson will oversee the

opening of new offices starting in France, Germany and Spain. He will

also hunt for overseas business as Cohn and Wolfe’s international

network director.



Thellusson’s partner Martin Thomas will take charge of the UK office

which will become Cohn and Wolfe’s European headquarters. He will be

assisted by London head of healthcare Martin Ellis who will take on the

title of deputy managing director.



Aiello said that, unlike B-M which is scrapping its system ofcountry

management structure for a ’practice’ structure, he still believes in

’local market expertise’. He added that C&W’s network will be available

for clients or staff who don’t feel comfortable with the new practice

structure.



Thomas commented on the change: ’We are not a B-M second string agency,

we are a different business culturally and big enough to look after

ourselves.’ He added: ’Now we can compete with B-M, Fleishman-Hillard

and Shandwick.



We have won our freedom.’



Leader, p9.



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