WPP Merges Two of its Largest PR Units un­der BCW

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WPP an­nounced the merger of Bur­son-marsteller and Cohn & Wolfe to cre­ate Bur­son Cohn & Wolfe (BCW), one of the world’s largest, full-ser­vice, global com­mu­ni­ca­tions agen­cies with deep ex­per­tise in dig­i­tal and in­te­grated com­mu­ni­ca­tions, across all in­dus­try sec­tors.

The new agency will be led by Chief Ex­ec­u­tive Of­fi­cer Donna Im­per­ato, cur­rently CEO of Cohn & Wolfe.

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 to en­sure en­sur­ing con­ti­nu­ity in client ser­vice.

Don Baer, Bur­son-marsteller’s World­wide Chair and CEO, will be­come Chair­man and fo­cus on de­liv­er­ing high­level coun­sel for Bur­son Cohn & Wolfe clients.

Bur­son Cohn & Wolfe com­bines Cohn & Wolfe’s ex­per­tise in dig­i­tal­ly­driven, 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.

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