PHILADELPHIA: Comcast Corp. has selected Burson-Marsteller after a competitive pitch for an account worth seven figures.
D’Arcy Rudnay, SVP of corporate communications at Comcast, said the agency will provide broad communications and strategic planning on a number of different US-based projects.
“We have grown so dramatically over the last five years, and we’re looking for help strategically on a host of projects,” Rudnay said. “It’s going to be a broad array of projects and could be anything from product launches to broad corporate communications activities.”
Comcast currently works with a number of agencies, including The Abernathy Macgregor Group, which serves as its financial communications AOR. “So Burson is being added to our group of communications folks,” Rudnay said.
Samantha Lucas, managing director and chair of brand marketing practice, will lead the account out of Burson’s New York office. But Rudnay said the company would tap into offices across the agency’s network “depending on what the project is and the kind of experience and expertise we need.”
Rudnay said Comcast selected Burson because the agency will bring “tremendous strategic thinking to many of the projects and corporations they work with and they have a stellar team that could help us from a number of different offices on a number of different kinds of projects.”
Pile and Company assisted Comcast in the agency review.