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
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
’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