Burson-Marsteller Merges with Cohn & Wolfe Announced WPP

Burson Cohn & Wolfe Becomes One of the World’s Largest Communications Agencies

Burson-Marsteller, a public relations and communications firm, and Cohn & Wolfe, a communications agency, have merged 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. Don Baer, Burson-Marsteller’s Worldwide Chair and CEO, will become Chairman and will focus on delivering high-level counsel for BCW clients.

BCW 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. It 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.

“We have a major opportunity and the right team to take this new agency to even higher levels of success. After years of strong leadership and delivering excellent results at Cohn & Wolfe, I know that Donna will ensure the success of the combined business.

“I would also like to thank Don for his contribution as CEO of Burson-Marsteller over the last six years. I know he will continue his dedication to serving clients and now be able to focus entirely on high-level counsel to those clients as Chairman,” said Sir Martin Sorrell, WPP CEO.

“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 energised by the fresh offerings we will bring to both our clients and our employees,” said Imperato.

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.