STRATEGIC COMMUNICATIONS
A Letter from Our CEO
When I became CEO of Burson-Marsteller (B-M) in 2005, I announced a new strategy focused on strengthening the firm in four key areas. I wanted to make B-M more Digital, Integrated, Global, and Strategic. I unveiled these strategic priorities internally as an effort to give our firm new “DIGS.� My leadership team and I settled on DIGS because we believed that B-M needed to be strong in each area to best serve our clients in a world undergoing major economic and technological shifts.
Table of Contents 2
Letter from Mark Penn
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What We Do/ Our Heritage
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Capabilities
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Case Studies
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Worldwide Offices & Affiliates Our People/ Career Development Our Family of Companies
I am happy to report that DIGS has served B-M and its clients well. The continued growth of digital media and the expansion of cross-border business are now feeding on each other. Our focus on strengthening and growing our digital capabilities has helped us counsel clients on how they can meaningfully integrate online media into an overall communications mix. We have worked diligently to build an integrated full-service firm with capabilities that are second to none. The result is a seamless client experience across practices, disciplines and geographies. B-M has an unmatched global reach even as we continue to build our global network. We have on-the-ground resources in nearly every major political and commercial center on the globe. Importantly, we also have the strongest capabilities of any global firm operating in key emerging markets like India, China, Brazil, Middle East and much of Eastern Europe. Our fundamental approach is to lead with strategy. We counsel clients to look at the big picture and develop comprehensive strategies designed to address challenges and create new opportunities. Part of this dedication to strategy involves research. When I came to B-M, I brought with me a tremendous belief in the power of empirical evidence as the cornerstone of successful communications programs. I honed this belief over decades as an adviser on the campaign trail and in corporate board rooms. We are making this dedication to evidenced-based communications a critical differentiator for B-M. It has never been a more pivotal time to be at the forefront of strategic communications. Today B-M is better prepared to help clients address the challenges they will face in the months and years ahead. I look forward to working with BursonMarsteller clients and staff as we lead the way during this exciting time.
Sincerely,
Mark J. Penn
CEO Burson-Marsteller
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Evidence-Based Approach to Communications
What We Do Burson-Marsteller is a leading global public relations and communications firm. Our strategic insights and innovative programming build and sustain strong corporate and brand reputations. We provide our clients with counsel and program development across the spectrum of public relations, public affairs, digital media, advertising, and other communications services. Our clients are global companies, industry associations, professional services firms, governments, and other large organizations. Clients often engage Burson-Marsteller when the stakes are high: during a crisis, a brand launch or any period of fundamental change or transition. They come to us needing sophisticated communications campaigns built on knowledge, research and industry insights. Most of all, clients come to us for our proven ability to communicate effectively with their most critical audiences and stakeholders.
We provide our clients with:
• Public Relations • Public Affairs/Government Relations • Corporate Positioning • Crisis Management • Corporate Social Responsibility • Opinion Research • Digital Marketing • Organizational Communications • Brand Marketing
Our experience has proven that successful communications programs hinge on messaging and positioning based on evidence. Our work begins and ends with research and data, and we rely on measurable benchmarks and empirical support to guide and measure our progress. Burson-Marsteller works closely with our sister firm Penn, Schoen & Berland Associates to develop original insights for clients about the communications challenges and opportunities they face.
Global Reach Burson-Marsteller operates on six continents and has capabilities and resources in every major commercial and political center on the globe. Our network services clients seamlessly across borders and disciplines. Whether a client needs public affairs counsel in Brussels, advertising in New York or crisis management in Hong Kong, we have experienced professionals on the ground who produce solid results for our clients time and again.
Our Heritage Burson-Marsteller has been a pioneer in global public relations and strategic communications since its founding in 1953 by Harold Burson and Bill Marsteller. We began as a business-to-business communications firm and successfully expanded into crisis management, healthcare communications, consumer marketing, and digital media. The firm’s collection of case studies represents a series of industry milestones. Our work for Tylenol during the cyanide poisoning scare of the early 1980’s is widely cited as the birth of modern crisis communications. Our counsel to Coca-Cola to re-introduce original Coke as “Coke Classic” allowed the company to turn its lackluster launch of “New Coke” into an opportunity for consumers to re-establish their relationship with a beloved brand. In the 1990s, Burson-Marsteller led the successful communications campaign that helped secure passage of the North American Free Trade Agreement through Congress. We were also the first firm to offer crisis training and preparedness to clients and a formal training program to our employees, as well as the first to install e-mail throughout our global network of offices.
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Digital Media and Online Communications
Capabilities Corporate Communications Burson-Marsteller has been a leader and innovator in corporate communications since its founding. B-M believes that a great corporate reputation is neither built overnight nor the result of good luck. It is carefully planned, nurtured, and managed as a vital asset. Whether a company is working to build or enhance its reputation, clarify the nuances of a complex transaction or in the midst of an existential crisis, B-M offers strategic counsel and execution that is designed to meet a client’s business objectives. We offer our clients an integrated approach to corporate communications with deep expertise in critical areas such as Corporate Brand Positioning, Financial Communications, Organizational Communications, and C-Suite Positioning.
Access to new technologies and information is dramatically changing communications, enabling people to consume, create and share information on their own terms, and creating a culture that values individual voices over corporate ones. Organizations are being forced to re-assess how they connect and converse with their stakeholders. They need to discover new ways of talking with, rather than at, their audiences, and to do so in ways that are authentic and credible. B-M helps organizations understand, adapt to and participate effectively in this new communications environment. B-M teams devise and deploy communications strategies, most often as part of a broader integrated communications campaign.
Public Affairs Every day, elected officials and regulators make decisions that impact companies and other organizations. Burson-Marsteller’s Public Affairs professionals serve as trusted advisors to our clients, helping them build reputations and influence in the world’s power centers. This can mean navigating intensive, short-term policy battles or working towards longer-term public affairs goals. B-M’s global Public Affairs network has the people, relationships, and expertise to help clients achieve public policy and business objectives. B-M Public Affairs has develops and executes programs on behalf of governments, government agencies and other political organizations and movements.
Media Relations Technology Communications Breakthrough technologies can appear overnight and quickly become part of everyday life. Effective communications have never been more important as companies look to capture the essence of innovation and to establish leadership in dynamic markets. Burson-Marsteller identifies and positions the innovations in consumer and enterprise technologies as the foundation of clear and compelling communications. B-M applies its deep understanding of technology and the influencers who define it, partnering with clients to clearly align communications expertise to their business objectives. B-M develops and deliver campaigns and programs that achieve measurable results; generating awareness, defining new markets and sparking the imagination.
Skillful delivery of the right message to your target audience can mean the difference between winning acclaim for a product or point-of-view and negative coverage that can define an organization for years to come. B-M places media relations strategy at the core of every integrated communications program. Many of the firm’s specialists are award winning former journalists. These professionals hail from every media discipline and excel at matching the right message with the right audience. B-M’s media relations specialists work the way the media does, much like the newsroom of a major news organization. This enables the firm to work quickly, globally and around the clock.
Brand Marketing Burson-Marsteller’s Consumer and Brand Marketing Professionals believe that today’s world is consumer-centric and that relevant brands exist to provide their consumers with memorable experiences and a sense of community. Ultimately, brands are extensions of consumer aspirations and desires. That is why B-M’s approach enables our clients to create strategic, integrated programs for both leading and burgeoning brands. It provides B-M with license to unleash some of the most creative programming in the consumer marketplace—programming that captures consumers’ attention by making them think and feel.
Healthcare Communications The global healthcare environment continues to evolve at an incredible pace. The increase in scientific discoveries, more active consumer participation in healthcare decision-making, the aging of societies, and the increased focus on the costs of care have made the need for results-driven communications a necessity for healthcare companies. BursonMarsteller is positioned to help navigate this complex medical, political, social, and economic landscape in a way that delivers positive business results. B-M Healthcare professionals create integrated campaigns that match their healthcare knowledge.
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Case Studies Client: U.S. Bureau of Engraving and Printing Introducing New U.S. Currency Designs To stay ahead of savvy counterfeiters, the U.S. government began introducing a series of currency redesigns in 2003. This program kicked off with the introduction of a new $20 note featuring state-of-the-art security features, marking the most significant makeover of the greenback in decades. In ensuing years, the government introduced revamped $5, $10 and $50 notes. Burson-Marsteller, working with the U.S. Bureau of Engraving and Printing, developed and implemented an integrated, global public education program aimed at preparing cash-handlers and consumers around the world for each new currency design. This ongoing program involves coordination with three federal agencies and outreach on six continents.
Client: GLAXOSMITHKLINE (GSK) The Largest Clinical Trial in History GSK developed a vaccine for Rotavirus, a significant global health threat that kills more than 800,000 children annually. GSK conducted Phase III (final-stage) clinical trials of the vaccine in more than 60,000 subjects in Latin America — making it the largest clinical trial in medical history. GSK tapped Burson-Marsteller to lead communications around this landmark medical endeavor. The challenge was acute because of a dearth of knowledge about Rotavirus among the general public, media and certain members of the healthcare community. An 18-month communications and public education campaign spearheaded by BursonMarsteller raised awareness of Rotavirus and helped GSK recruit 63,000 children across 12 Latin American countries into the trial.
Client: SAP Cutting Edge Global Communications Burson-Marsteller has been global software provider SAP’s global agency of record since 2002. During that time, B-M has created a comprehensive, one agency network that gives SAP consistency in its communications around the world, with team members operating in more than 30 offices. To ensure account-wide awareness of everything SAP, the team developed the Early Bird 3.0, a daily snapshot of all relevant SAP and competitor news items. The product showed its true value when SAP acquired French business intelligence software firm Business Objects in late 2007, as it enabled B-M to keep the Global Communications team up to speed on both the whispers and shouts regarding the landmark acquisition in the business world, trade media, and blogosphere. The Early Bird 3.0 has also helped SAP’s Global Communications department make sure the messages sent to key stakeholders are consistent across all areas, while maintaining SAP’s intention to meet its goal of 100,000 customers by 2010, without major disruption to its software or maintenance offerings despite economic slowdown or trend changes in the technology sector.
Client: Emaar Properties History Rising, Mixing Mystery and Architectural History In 2004, Emaar Properties began construction on Burj Dubai, a skyscraper set in the Business Bay district of Dubai, United Arab Emirates. Emaar planned to unveil the tower in September 2009 as the tallest structure in the world – a veritable global icon. Emaar tapped Asda’a BursonMarsteller, B-M’s Middle East office network, to help generate global interest and buzz around construction of this landmark edifice. Asda’a Burson-Marsteller kept the planned record height of the tower shrouded in secrecy, resulting in an enormous amount of speculation and excitement. Following the successful campaign, all of the space released for sale in Burj Dubai was taken in less than 24 hours. Total sales netted revenue of over US$1 billion.
Client: Hong Kong Special Administrative Region Making Hong Kong Asia’s World City The city of Hong Kong wanted to cement its image as one of the world’s major global cities. Local officials turned to a team headed by Burson-Marsteller to develop an integrated communications program that would promote an invigorating, positive and distinctive identity for the city. Using quantitative and qualitative opinion research, the communications team developed a brand platform – “Asia’s World City” – that served as the creative foundation for a new visual identity, tagline and promotional materials. The “Asia’s World City” campaign has generated significant international attention, and Hong Kong officials have used the program to actively communicate with key audiences about the city’s strong competitive advantages.
Client: International Diabetes Federation Europe Making Diabetes Prevention a Public Policy for the EU
For a number of years, Burson-Marsteller in Brussels has partnered with the International Diabetes Federation (IDF Europe) to raise awareness of diabetes, with the goal of overcoming discrepancies in diabetic care that account for wide variations in patient morbidity and mortality across Europe. Over this time, IDF Europe has been working to improve standards in diabetes prevention, screening and care by lobbying for an EU Council Recommendation that encourages member states to prioritize diabetes prevention as a national health priority. The B-M team, working with IDF Europe, conducted the first pan-European audit of diabetes policies to highlight inequities in care and to promote best practices for national public policy. With support from an expert advisory group, the team also developed an “EU Public Policy Recommendations” paper that was communicated to the relevant EU institutions. In addition, the IDF and B-M secured a Written Declaration and EU Health Council Conclusions on diabetes on behalf of the European Parliament.
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Our Worldwide Offices & Affiliates
Burson-Marsteller’s worldwide network consists of more than 120 offices and affiliate offices operating in over 80 countries across six continents.
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Training and Career Development
World of Opportunity Burson-Marsteller has maintained its position as a leader in the industry for more than 50 years, thanks to the strength and dedication of its people. Public Relations is all about relationships, and from the beginning B-M has been distinguished by a global team of people who know, respect and trust each other. The result is an unparalleled environment of collegiality, collaboration and creativity. Burson-Marsteller believes it offers its staff “A world of Opportunity.” B-M has the size and range of capabilities to offer every colleague, at every level, an opportunity to deepen their expertise, increase their responsibilities, or just see what our industry looks like from the other side of the globe.
B-M believes that preparing our people to lead through the issues and challenges of the day makes us more competitive and able to provide the best counsel to our clients. Offering world-class, innovative learning opportunities through Burson-Marsteller University (B-MU) fosters professional development across a range of specialties. As colleagues grow within their careers, B-MU provides the resources and tools they need to meet challenging career opportunities. Additionally, B-M designs career development plans and discussions to ensure individual aspirations are understood and that future assignments support these goals effectively.
Digital Training B-M digital strategists travel through the global network holding seminars and workshops designed to ensure that client-facing staff are versed in cutting-edge online communications. Digital training at Burson-Marsteller is an interactive program that spurs B-M professionals from awareness to action. “Digital in Action” offers participants a forum to develop actionable results for current clients.
For those looking for a first taste of the business, B-M offers internships and many interesting entry-level positions. For those hoping to experience a different culture, B-M offers the possibility of international transfers and assignments, as well as access to career paths that can extend into our parent company WPP. This is the place to learn more about the different directions a career can take. As one member of the San Francisco office has stated: “My colleagues at Burson-Marsteller are hands-down the smartest people in the public relations industry. On a daily basis I interact with people from Boston to Singapore and everywhere in-between… Opportunities at the agency are limitless. The culture is very much focused on helping each Burson Person meet their professional goals.”
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WORLDWIDE REGIONAL HEADQUARTERS United States Burson-Marsteller 230 Park Avenue South New York, NY 10003-1566 Telephone: +1 212.614.4000
Our Family of Companies
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Marsteller is a full-service multimedia agency that creates advertising, design, interactive, and productions that deliver measurable results in a full range of communications disciplines. With best-in-class resources at its disposal, Marsteller offers a total marketing solution including digital media, productions and events, marketing collateral and media planning.
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Penn, Schoen and Berland Associates (PSB) is a market research and consulting firm with more than 30 years of experience in conducting evidence-based research to provide clients with strategic insights. The firm specializes in bringing the lessons from the political campaign trail into the corporate boardroom to give clients the strategic insights required to beat the competition. PSB performs research in more than 65 countries.
For two decades, Direct Impact has been in the forefront of the U.S.-based grassroots communications industry. Bringing a campaign-style approach to traditional public outreach initiatives, Direct Impact has played a role in many of the major social and policy issues of the last 20 years, including tax policy, nuclear waste transport, Medicare, defense and trade.
BKSH & Associates Worldwide provides leading government consulting, public affairs and strategic lobbying capabilities to positively impact public policy. BKSH team members have managed issues for Fortune 100 companies, trade and industry associations, foreign governments, state governments and municipalities.
Burson-Marsteller is a member of WPP (www.wpp.com ) and a subsidiary of Young & Rubicam Brands (www.yrbrands.com).
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