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.