Burson-Marsteller this week launched what is believed to be the
highest profile advertising campaign yet by a PR agency, with full page
ads in the US, Latin American, European and Asian editions of the Wall
The ads ran on Monday and will appear again on 22 February, alongside
advertisements in trade titles such as PR Week. Based on prices quoted
by the paper, the Wall Street Journal campaign will cost an estimated
pounds 250,000. The ads were put together by Marsteller Advertising.
B-M chief executive Chris Komisarjevsky said: ’The marketplace has
become increasingly cluttered over the last few years, so we felt it was
important to be more proactive in marketing B-M,’ he explained.
As part of the campaign, every B-M managing director will be given a
core speech about the agency, which they can adapt and must give at
least once during 1999 to an outside group. The campaign, accompanied by
a broader marketing drive, marks the arrival of a new top team at the
agency following the departure of CEO Tom Bell for parent company Young
and Rubicam last year.