WASHINGTON: Former Burson-Marsteller CEO Larry Snoddon has emerged from retirement to become vice chairman of APCO Worldwide.
Snoddon led Burson from 1992 to 1996, when he left to become vice chairman of Young & Rubicam. He retired from that job in 1998, and has served on numerous boards in the interim, but said his desire to do actual client work never dissipated. "During my last years running Burson and being involved at the level I was at Y&R, there was less and less client involvement, he said. "That's where the pleasure in business is for me, so this is a luxury."
Snoddon's responsibilities will include senior client counsel, business development, and overall strategic development of the agency. He will also hold a seat on APCO's 20-person senior advisory council.
APCO's focus on public affairs and corporate and CEO reputation management were what attracted 55-year-old Snoddon.
"Coming out of this recession and the scandals that some companies have experienced recently, I believe that CEOs are going to be putting a lot of effort, energy, and resources behind rebuilding corporate reputations and capturing leadership positions as they try to perform well again," he predicted.