NEW YORK: Burson-Marsteller has debuted a new global positioning and tagline - Burson-Marsteller, Being More - in conjunction with its 60th anniversary.
“The inspiration for the new positioning draws on what has always been best about [Burson-Marsteller], and uses it as a catalyst for being more,” said Don Baer, the agency's global CEO. “We want to energize and modernize many of the activities we have been doing; it is a continuation of what we have been doing for several years.”
There will be no changes to the Burson-Marsteller brand, Baer said.
The firm is concentrating its work on three fronts: creativity, further integration in terms of corporate reputation strategies for major clients, and digital and social capabilities. Content creation is also a main focus.
For instance, at April's Washington-based Creativity Conference, Burson used its content-creation capabilities when it worked with Microsoft in partnership with Time and the Motion Picture Association of America. The firm developed and distributed content for the event, which examined how technology and creative arts are driving American innovation, and was headlined by former President Bill Clinton and other leaders in media, policy, and technology. It used social media platforms, digital distribution of video, and news outreach to promote the event.
“We have been moving strong on digital and social approaches for some time, but many agencies offer this as a separate, add-on service,” says Baer. “Our approach is to fully incorporate digital and social aspects into everything we are doing.”
To support the positioning, Burson debuted a new Web site at the end of last month. The portal has more capabilities, incorporates additional video features, and has new ways for clients to see what the firm is doing.
It will also roll out other initiatives over the next several months, including a series of thought-leadership programs that will kick off in November when the firm will run a joint event with Politico in New York about changes in the media landscape over the past year.
The WPP Group agency has also appointed its first MD of global talent development, Gillian Edick, for its global employee-training program. She reports to Rachel Wolman, worldwide MD of human resources.
The firm will also create a worldwide strategic leadership team, bringing in people from various sectors to advise clients and work on the firm's biggest initiatives. The first team member is Jennifer Maguire Isham, former president of the Tribeca Film Festival in New York City. Other members will be announced in coming months.