HARD COMMERCIAL EDGE OF PR 1998: B-M makes Euro modifications

Jeff Hunt, vice-chairman of Burson-Marsteller’s client services worldwide, has admitted that regional differences on the Continent have forced the consultancy to modify its practice-led structure in Europe.

Jeff Hunt, vice-chairman of Burson-Marsteller’s client services

worldwide, has admitted that regional differences on the Continent have

forced the consultancy to modify its practice-led structure in

Europe.



According to Hunt attempts to roll out the consultancy’s US model and

group staff who cross border practice teams for healthcare, for example,

led to a diminished understanding of the role of local markets in

Europe.



’At first we almost abandoned geographics, but experience has shown

geographics to be indispensable,’ he said.



The consultancy now operates a matrix of market and practice leaders who

report to a pan-European client leader.



Ketchum PR Worldwide and Ogilvy PR Worldwide have also restructured

along practice lines, but found it necessary to maintain a matrix of

regional responsibility.



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