WPP has merged two of its largest comms agencies Hill & Knowlton and BCW to form Burson, a full-service communications agency focused on building and protecting reputation.
Named after the late Harold Burson, a founding figure of modern public relations and strategic communications, the new business has more than 6,000 employees in 43 markets worldwide, and a client roster that includes more than half of the Fortune 100.
Burson will draw on both organisations’ talent base and global networks, and make use of their investments in technology, creative capabilities, and public affairs and advisory specialities.
Global CEO of BCW Corey duBrowa has been appointed global CEO of Burson, while Hill & Knowlton global chairman and CEO AnnaMaria DeSalva has been named global chairman.
The pair will oversee agency strategy, client service, employee experience and culture.
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DeSalva said: “The combination of Hill & Knowlton and BCW is highly synergistic, creating a premier partner for business leaders who are focused on commercial growth, risk management, and reputational capital”.
“By accelerating our transformation through this combination, we will enable the investments in talent and technology that advance communications leadership when it has never mattered more.”
DuBrowa adds: “Harold Burson believed strongly that actions are stronger than words, and he established honesty, transparency, integrity and excellence as the guiding principles of his business”.
“Those principles are the foundational ideals of Burson, upon which we will set the bar for modern communications through our AI-first innovation pipeline.”
WPP’s Burson is expected to be operational from 1 July and its new brand will be unveiled later this year.
