MediaPost reported WPP continues to assimilate its White communications companies and simplify corporate mastheads.
Burson Cohn & Wolfe—formed via the 2018 blending of White PR firms Burson-Marsteller and Cohn & Wolfe—has been merged with White PR firm Hill & Knowlton to create Burson.
Gee, it must have been tough to decide who would issue the press release.
“Hill & Knowlton and BCW are two high-performing businesses with complementary strengths, shared ambitions, and many shared clients...” gushed WPP CEO Mark Read. “The new agency will be the standard bearer as the most modern, strategic, technology-driven, full-service communications offer in the industry.”
Yeah, and employees at the merging enterprises are about to learn how “complementary strengths” really translates to redundancy weaknesses.
As for the new White outhouse becoming “the standard bearer” in the industry, well, it’s not so impressive given the status is being achieved through process of elimination.
WPP Merging Global PR Networks, Hill & Knowlton And BCW
By Steve McClellan
WPP is merging its two largest communications agencies, Hill & Knowlton and BCW, to form Burson, effective July 1. The company said the merged agency will be focused on building and protecting reputation and will support a client roster that includes more than half of the Fortune 100 across corporate and public affairs, healthcare, technology and brand marketing.
Corey duBrowa, currently global CEO of BCW, has been named global CEO of Burson and AnnaMaria DeSalva, currently global chairman and CEO of Hill & Knowlton, has been named global chairman of Burson. Together, they will oversee agency strategy, client service, employee experience and culture.
Burson will have more than 6,000 employees in 43 markets worldwide. Its name honors the late Harold Burson, a pioneer and founding figure of modern public relations and strategic communications.
Burson’s leadership team will comprise a group of senior executives from both companies with appointments will be announced throughout 2024 as the integration progresses.
Hill & Knowlton will operate within Burson serving a select group of clients globally through strategic communications, advisory and public affairs services.
GCI Health and AxiCom will continue to operate as brands within Burson, offering specialized healthcare and technology communications expertise, respectively, at scale.
Mark Read, CEO of WPP, said: “Hill & Knowlton and BCW are two high-performing businesses with complementary strengths, shared ambitions and many shared clients... The new agency will be the standard bearer as the most modern, strategic, technology-driven, full-service communications offer in the industry.”
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