WPP has launched Burson as a global communications agency. All of this means a new brand identity and client and talent offerings.
Said Corey duBrowa, Global CEO, Burson: “Businesses and organizations are operating in a constant state of complexity and uncertainty, marked by rapid advancements in technology, economic volatility, wide-ranging activism, and social and geopolitical turbulence. A strong reputation grounded in action, communicated clearly and creatively, and deployed as capital across stakeholders will enable clients to succeed in this environment. Reputation is a company’s most valuable asset for enhancing perception and growing performance, preference, valuation and return.”
So what’s new? Notes a communique: “Burson is introducing a new framework and consulting methodology to assess and actively manage “reputation capital” across four pillars: Company actions, communications, social narratives and stakeholder beliefs. Underpinning this work is the Burson Innovation Portfolio, a body of AI-enabled tools that, when paired with human intelligence, enables faster, better insights; precision audience targeting; and culturally relevant creative. These solutions – core components of the PR Studio of WPP Open, WPP’s AI-powered marketing operating system – include five suites that serve a continuum of client needs:”
Said AnnaMaria DeSalva, Global Chairman, Burson: “In today’s complex operating environment, business leaders are converting pervasive risks into opportunities for innovation and value creation,” “The Burson Innovation Portfolio, which draws on the technology strengths of our combined agencies and WPP, reflects our promise to combine artificial and human intelligence in ways that help our clients succeed at the intersection of risk, creativity and reinvention. Leading companies are already leveraging these solutions to build and protect reputation in highly material situations. We are committed to both our clients and our employees that Burson will be an engine for their growth and for the enablement of the transformations that the world needs now.”
While Burson will be the mother ship, a few existing agencies will be there as well:
Axicom for tech brands and brands with a tech story, Burson Buchanan, the financial communications and capital markets advisory firm, GCI Health, the full-service global healthcare agency inspired by people and Hill & Knowlton, an agency that was earlier called IPAN.
Said duBrowa: “A powerful differentiator across the Burson Group is the considerable number of former chief communications officers and senior client advisers among our ranks who have hands-on experience managing the issues and opportunities that clients face every day. AnnaMaria and I both had long careers in-house, and we know the enormous value this perspective brings to clients. Our team of seasoned counselors – with their access to industry-leading, AI-first technologies and creative firepower – is unrivaled in the marketplace.”
The communique we’ve received is silent on Burson in India. But we guess it be a bit of the same, for now.