The practice, called Be More, has its own branding and dedicated website, bemorecommunications.com.
It was due to be launched as PRWeek went to press.
Philippe Pendaries, MD of design, digital and brands, will run the practice, taking the title of Be More MD.
He said: ‘Over the past 12 months, we have built a fantastic team of people, developed our own way of working with brands and delivered a number of stand-out campaigns. Now is the time for us to tell our story.’
Since January 2010, B-M has amassed a list of big-name consumer clients including Activia, Bacardi and De Beers.
The team also worked with The Royal British Legion on the two-minute silent track to mark Remembrance Sunday, the first silent single to reach the music charts.
Most recently, as part of a European combination of WPP PR agencies, Be More was awarded the UK consumer account for Ford. Its task will be to promote the car maker in the non-automotive press.
‘As part of Burson-Marsteller, we have the reach and resource of a recognised global leader,’ claimed Pendaries. ‘With Be More, we have added an approach to brand comms that builds meaningful engage- ment with consumers.’
The Be More team is made up of traditional consumer PR practitioners, digital specialists and a dedicated team of designers that create content across print, video and online.
Be More is likely to be pitching for consumer projects against B-M’s rival firms such as Hill & Knowlton, Weber Shandwick and Bell Pottinger.
Following the launch of the practice, Be More is seeking additional PR professionals to join its 20-plus team.
This follows recent senior appointments of Joe Sinclair as director and head of digital, and Dan Humphreys as director and head of audiovisual comms.