GENEVA: Burson-Marsteller has appointed Matthias Lüfkens leader of its digital practice across Europe, the Middle East, and Africa (EMEA).
Lüfkens, who has served as head of digital media at the World Economic Forum since 2004, will integrate digital communications into client strategies and develop mobile marketing and business management efforts.
Based in Geneva, he will work with all the firm's accounts in EMEA, including government organizations, corporations, and consumer brands.
While at the World Economic Forum, Lüfkens created social media and digital strategies for Fortune 500 companies and nonprofits. He previously worked at French-Swiss business magazine Bilan as a social networks columnist.