NEW YORK: Burson-Marsteller has formed a global practice focused on corporate and institutional ethical and social responsibility (ESR). The agency has tapped the resources of its change communications, corporate reputation management, and corporate social responsibility areas to create the division.
"Intangible assets have become much more important in the current corporate environment, said Judi Mackey, chair of Burson's corporate and financial practice. "Reputation has a more front-and-center role now."
The agency has defined the mission of its new practice as three-fold: to research how and why a company is perceived a certain way, to identify issues and establish what is important, and to create an internal corporate culture that reflects a company's ethical and social responsibilities.
The ESR team will be led by Richard Aylard, Nick Bent, and Louise Hawson in London, and John Clarke, Jordana Friedman, and Julie Jack in New York.
No new staff members have been brought on as of yet, but there is an anticipated "need for additional staff down the line, according to Mackey, because ethical and social responsibility is currently such a pertinent issue.