WPP Merges Two of its Largest PR Units under BCW

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.