Travatello was most recently at Interpublic's Current Lifestyle Marketing, where she was EVP, curator of creativity. Before that, she was EVP, consumer marketing and CCO for Weber Shandwick. In her new role, she will report to Mark Penn, worldwide president and CEO of Burson.
“We have a good consumer business, and a particularly strong offering in several countries, but it hasn't been the prime emphasis of the firm,” Penn said. “We wanted to round out the firm, and throw the gauntlet down when it to comes to consumer, because we have so many clients that use us for corporate and issues management who would use us as we expand into consumer marketing.”
“I also think consumer marketing these days is the biggest feeder into digital, and so we wanted to make a strong statement with the hire of Lisa,” Penn added.
More than 100 staff globally will report to Travatello. She has also been made a member of the Business Operations Team, a group that includes Burson's most senior executives.
Travatello will chart a plan on growing the consumer marketing practice. The firm is also ”looking aggressively at additional hires and any firms we should link with which are strong in this space,” said Penn.
He characterized the search for an executive to lead the consumer marketing practice as exhaustive. “We wanted to get someone who has the broad recognition and experience across consumer that we didn't think we had inside,” he said.