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Burson Marsteller

B-M Offering the ‘Fan Experience’

Burson-Marsteller has added a new offering to its consumer and brand marketing practice: Fan Experience will help clients further capitalize on their sponsorship buys across sports, arts, entertainment, and culture.

The offering builds on a program the firm has been using over the past year. B-M worked with MetLife to announce MetLife Stadium, organizing events and other comms programs, which led to further work with the company throughout 2011. Jason Teitler, managing director, of the U.S. consumer and brand marketing practice, said in a statement that brands must now turn “fan affinity into brand affinity.”

B-M also recently added the Caring Consumer group to this consumer practice, which is meant to help clients talk about their CSR efforts.

B-M Launches ‘Caring Consumer’

Burson-Marsteller is getting all touchy-feely and what not. Today the firm launched Caring Consumer, a subgroup of the consumer and brand marketing practices that also incorporates experts from the CSR and corporate groups to bring notice of corporate good deeds to the consumers who care.

A big part of the new group is the Consumer Care Package, a tool that analyzes a company’s CSR efforts versus the landscape for those efforts to show how a brand can reach consumers and what the ROI of that comms program would be.

B-M Taking Majority Stake in a South African Firm

Robyn De Villiers

Burson-Marsteller is taking a majority stake in Arcay Communications, an award-winning South African firm headquartered in Johannesburg. Arcay has an affiliate presence in 50-plus countries across Africa. B-M and Arcay have had a relationship since 2007. The firm will now be known as Arcay Burson-Marsteller.

Robyn de Villiers founded Arcay more than 20 years ago, and will now serve as chairman and CEO of the newly-formed firm.

 

Guttman Rejoins Burson’s Tech Practice

Sabrina Guttman has been named U.S. deputy technology practice chair at Burson-Marsteller based in San Francisco and reporting to Jim Goldman, the U.S. chair for the firm’s tech practice.

Guttman had previously worked in the Burson tech group as a director from 2005 to 2007. Most recently, she was at Ruder Finn, where she spent a few months at the leader of the firm’s new tech and innovation practice. It was announced just a couple of weeks ago that she’d left the firm. Ruder Finn will be seeking a replacement.

She has also previously worked at Axicom U.S. where she served as a strategic counselor to Dell’s VP of global comms. During her 15-year career, Guttman also worked with tech companies including HP and Sun Microsystems.

B-M Launches China-Focused Specialty

Daisy King

Burson-Marsteller continues its focus on China with a new specialty group focused on the country, led by Daisy King. The practice will be based in New York.

King, the firm’s former market leader in the Shanghai, Guangzhou, and Chengdu offices will serve as MD in the corporate practice reporting to Jason Schechter, the practice chair. She joined the firm 11 years ago.

The new group will work with U.S.-based companies with comms needs in China, and Chinese companies seeking PR help here.

B-M China Launches Digital Practice

Burson-Marsteller China has launched D/BM, a digital and social media influencer practice. Zaheer Nooruddin, the firm’s lead digital strategist for Greater China, will lead the new practice.

The practice will provide online engagement and digital strategies, measurement and monitoring services, and identify influencers.

We spoke with Vibrant‘s Jonathan Gardner about digital trends across Asia. Gardner has lived and worked in the region, and recently paid a visit (just for fun). Check out some of that info here.

B-M Launches Global Energy Practice

Burson-Marsteller has launched a global energy practice, pulling from the expertise of 100 of the firm’s international consultants.

Using oil issues in the Gulf of Mexico and the nuclear energy issues in Japan as examples, worldwide CEO Mark Penn said in a statement, “With energy demand anticipated to rise 40% in the coming decades and energy challenges becoming more extreme, strategic communications will be even more vital to success.”

The practice will be led out of B-M’s Beijing office. Leadership for the practice will include Bob Pickard in Asia Pacific, Mike Lake in North America, Ramiro Prudencio in Latin America, Bill Royce in Europe, and Stephen Worsley in the Middle East.

B-M launched a new tech practice, North of Nine, a couple of weeks ago.

Burson Backlash Continues on the Firm’s Facebook Page

The backlash against Burson-Marsteller‘s botched media campaign for Facebook continues today with commenters piling on negative responses (in a variety of languages) on the firm’s Facebook page. Appropriate.

Comments not only express acrimony over the effort against Google, but also about news reported on Wired.com that a negative comment posted on Burson’s Facebook page had been deleted. According to a spokesperson who talked with Wired, the post will be put back and the page has received “a lot of profanity.”

The question now is how long the backlash will continue and who it will impact. Burson is an award-winning firm with lots of top international clients (including some controversial clients). But this episode has really angered a lot of people, including many in PR, largely because of how it reflects on the entire industry.

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The Many Layers of the B-M/Facebook Smear Story

The news that Burson-Marsteller/Facebook whisper campaign story unfolded before our eyes this week. And as it did, there were so many details that added so many layers that reaction, understandably, has been tremendous.

At this point, Facebook and Burson are no longer working together, The New York Times reports. And, The Daily Beast writes (h/t to PRWeek) that  the two Burson publicists that handled the campaign, former CNBC reporter Jim Goldman and former political writer John Mercurio, will receive another copy of the firm’s code of ethics (along with everyone at the firm) in order to get a refresher course on right and wrong. Interesting that two former reporters couldn’t clearly see the impropriety of this from the beginning, but we digress.

Reaction from the PR industry has been both critical and exasperated, with many on Twitter expressing a “you know better than that” tone with both the situation and Burson’s statement in response.

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B-M Says Facebook Assignment “Should Have Been Declined”

News broke last night on The Daily Beast that the client behind Burson-Marsteller‘s bungled Google “whisper campaign” was Facebook. A Facebook spokesperson confirmed the social network hired B-M;  The Daily Beast writer Dan Lyons says that B-M refused to say until Facebook confirmed the information.

A statement PRNewser received via email from B-M this morning reads:

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