Burson, the newly formed global communications agency formed by the merger of BCW and Hill & Knowlton, was officially launched on June 13th. The new company is positioned to grow into one of the biggest in the sector and offer a cutting-edge method of reputation management in the fast-paced world of today. Burson’s ability to provide innovative and persuasive solutions for establishing reputational capital is demonstrated by the brand identity and new client and talent offerings that were unveiled today. On July 1, the merger will be completed.

WPP officially launches Burson

In an effort to streamline operations, Burson has made several appointments to global leadership positions and implemented strategic layoffs during the last five months. Along with new programs, products, and a brand identity, the agency has unveiled its innovative approach to reputation management. Burson created a brand-new framework and consulting process to evaluate and oversee client work based on four major pillars: stakeholder beliefs, company actions, communications, and social narratives. The Burson Innovative Portfolio, a collection of goods that use AI technology to solve clients’ problems, provides support for this work.

At Burson India, Deepshikha Dharmaraj will serve as CEO.

New visual and brand identity

Burson unveiled its new visual identity and value proposition through all global channels, showcasing its cutting-edge strategy for reimagining the construction and defense of reputation in the fast-paced world of today. Burson has unveiled a number of products and initiatives to enable its counselors and creators to address clients’ problems in a variety of industries and markets in order to implement this new positioning. Inspired by the ability of light to shed light on situations and highlight opportunities, the company’s new visual identity reaffirms its dedication to providing clients with creative and audacious counseling as well as advisory solutions.

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Specialist agencies under Burson

Throughout the Burson Group, a streamlined suite of agencies with scale across the most transformative industries of today, led by the flagship full-service Burson brand, Burson employs its proprietary approach to reputation. Among them are:

• Axicom is an earned-first global communications agency for tech brands and brands with a tech story.
• Burson Buchanan, which recently rebranded from Buchanan Communications, is a financial communications and capital markets advisory firm.
• Hill & Knowlton is a full-service global firm that has been a successful partner for business and brand transformation, offering solutions for corporate affairs, marketing, and strategic communication.
• GCI Health is a full-service global healthcare agency driven by people.

Burson Innovation Portfolio

The Burson Innovation Portfolio, a collection of artificial intelligence (AI)-enabled tools that, when combined with human intelligence, enable faster, better insights, precise audience targeting, and culturally relevant creative, forms the basis of this work. These solutions, which are essential parts of WPP Open’s AI-powered marketing operating system, PR Studio, comprise five suites that cater to a range of customer needs:

• The Sonar Suite, which uses social narrative intelligence to predict and assess risk.
• The Decipher Suite, which forecasts the effects of both aggressive and defensive messaging, the significance of regional and global themes, and the emergence of new cultural trends.
• The Creators’ Suite, which identifies online information supply and demand as well as narrative white space to produce audience-specific content at scale.
• The Fount Suite uses an aggregated view of the data over a campaign’s lifetime to measure and optimize performance, and the Specialists’ Suite trains Burson’s AI tools on particular industry sectors.

Along with launching its new learning academy, Burson is also focusing on client leadership and skill development to guarantee that teams are trained on a consistent, global, “one Burson” approach and are exceptionally well-versed in counseling clients both now and in the future.

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The Burson Academy offers curricula under four pillars:

• Craft of Reputation Management, with a focus on writing, media relations, issues management, and creative.
• AI/Innovation, for advancements in data & analytics, AI.
• Burson Innovation Portfolio, and new methods of working.
• Leadership, for career navigation, management, and leadership growth.

Here’s what they said

Corey duBrowa, formerly BCW’s global CEO said,

“Businesses and organizations are operating in a constant state of complexity and uncertainty, marked by rapid advancements in technology, economic volatility, wide-ranging activism, and social and geopolitical turbulence. A strong reputation grounded in action, communicated clearly and creatively, and deployed as capital across stakeholders will enable clients to succeed in this environment. Reputation is a company’s most valuable asset for enhancing perception and growing performance, preference, valuation and return.”

Global Chairman AnnaMaria DeSalva stated,

“In today’s complex operating environment, business leaders are converting pervasive risks into opportunities for innovation and value creation. The Burson Innovation Portfolio, which draws on the technology strengths of our combined agencies and WPP, reflects our promise to combine artificial and human intelligence in ways that help our clients succeed at the intersection of risk, creativity and reinvention. Leading companies are already leveraging these solutions to build and protect reputation in highly material situations. We are committed to both our clients and our employees that Burson will be an engine for their growth and for the enablement of the transformations that the world needs now.”

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