PR chief to paint Bcom3 as brand

CHICAGO: Bcom3 has taken another step toward establishing itself as

a consolidated global player by appointing its first EVP of corporate

communications, Elizabeth Krupnick. The importance of the job is

reflected in the fact that she will report straight to CEO Roger


Krupnick was most recently SVP, director of the US corporate practice at

Manning, Selvage & Lee. Her former position has not yet been filled.

MS&L is a unit of Bcom3, which was formed last March when ad giant Leo

Burnett merged with the MS&L's parent company, the MacManus Group.

'Her experience in developing communications strategies for Fortune 100

companies will be of tremendous value as we work to enhance recognition

for Bcom3 as a family of companies,' said Haupt.

She will work with corporate communications staff throughout the group

and build her own in-house team. Her priority will be building the Bcom3

brand beyond its role as just a holding company. 'It is a company that

has extraordinary brands in its portfolio and an awesome amount of

talent,' she said.

Krupnick is familiar with the difficulty agencies have in practicing the

PR gospels they preach. She said it is easy for PR practitioners to

focus primarily on clients, neglecting their own brands. 'The irony is

we counsel clients to pay near and dear attention to internal marketing,

she said. 'But the things we tell our clients every day, we have trouble

doing ourselves.'

Krupnick has worked in corporate and financial communications for such

companies as Aetna and Prudential.

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