WPP announced this week the merger of Burson-Marsteller and Cohn & Wolfe to create Burson Cohn & Wolfe (BCW), one of the world’s largest global communications agencies. The new agency will be led by Chief Executive Officer Donna Imperato, currently CEO of Cohn & Wolfe. Don Baer, Burson-Marsteller’s Worldwide Chair and CEO, will become Chairman and focus on delivering high-level counsel for Burson Cohn & Wolfe clients.
According to WPP, Burson Cohn & Wolfe combines Cohn & Wolfe’s expertise in digitally-driven, creative content, and integrated communications – across the consumer, healthcare and technology sectors – with Burson-Marsteller’s strength in public affairs, corporate and crisis management, technology and research. Burson Cohn & Wolfe will be a network of more than 4,000 employees, across 42 countries.
“Our decision to merge the two agencies is driven by strong, compatible capabilities and expertise, a combined ability to deliver integrated solutions across multiple sectors and the scale to compete with the largest communications agencies in the world,” said WPP CEO, Sir Martin Sorrell.
Imperato said: “The launch of Burson Cohn & Wolfe creates a new entity in the world of communications that offers our clients unparalleled, integrated digital solutions grounded in earned media. We are energized by the fresh offerings we will bring to both our clients and our employees.”
To secure seamless post-merger integration, Imperato has formed an executive group comprising select senior leaders from both agencies. The executive group will focus on the best ways to bring the agencies together ensuring continuity and excellence in client service.