NEW YORK: Burson-Marsteller is forging a strategic alliance with fellow WPP agency BWR PR. BWR, which is based in New York and Los Angeles, is best known for launching campaigns and offering ongoing support on campaigns for brands like Netflix, Blackberry Storm, Juicy Couture, and others. The partnership is expected to strengthen the consumer lifestyle and celebrity capabilities of Burson, a public affairs and corporate focused firm. Samantha Lucas, chair of Burson's US brand marketing practice, will lead the partnership. The two agencies have already worked together on consumer marketing projects for existing clients and some new business initiatives.