NEW YORK: Burson-Marsteller has launched its Business-to-Business
Speciality Group, a new arm designed to address the needs of fledgling
technology start-ups. Bob Horton, B-M’s executive vice-president becomes
the managing director and has taken 30 people from B-M’s marketing
practice to form the core of the new group. Horton said the new arm
would work with established companies as well as start-ups. B-M
generated pounds 15 million in businss-to-business income last year,
according to PR Week US rankings.