From the new tagline “Being More” to a revamped website and an inaugural series of “conversations” on disparate topics led by relevant “thought leaders”, Burson-Marsteller has undergone a fairly extensive re-branding to celebrate its 60th anniversary. The point of the shift as we read it is to emphasize the flexibility of the agency’s offerings. Some key quotes from its statement of purpose:
Being More means being more confident in our ability to communicate with more people, in more places, with bigger ideas, through constantly changing communications channels and with more impact.
One of the most exciting aspects of the times in which we live and work is that no one owns this model, because there are no boundaries.
Old distinctions between categories of paid, owned and earned media are fast becoming outmoded.
In other words: whatever you need done, we can do it—with an emphasis on content creation.