Report by Donald A. Baer
Worldwide chair and chief executive officer
Burson-Marsteller took full advantage of its 60th anniversary year to build on our strengths and continue moving forward in exciting directions. Introducing our new positioning – Burson-Marsteller, Being More – we reaffirmed our promise to our clients and to one another: To exceed expectations today and constantly improve for tomorrow.
Our teams working around the world brought this spirit to life as we won major new assignments from Amazon.com, Comcast, Peabody Energy and Rezidor, among many other major companies. We also built significant growth with clients Bank of America and Ford. The firm added important new talent, including UK-based Kevin Bell as global public affairs practice chair, former managing partner of Blue State Digital, Thomas Gensemer, as US chief strategy officer, former Ogilvy & Mather executive Michael Law as US president and former senior editor for Asia for The Wall Street Journal Mariko Sanchanta as Asia Pacific managing director.
We put the energy behind Burson-Marsteller, Being More into action on many fronts for our clients. These efforts included positioning Telefónica as a technology leader with a major new push among millennials and developing a new crisis communications process for SAP. Our China team launched adidas’ #allinformygirls campaign to support its female sports apparel line, which helped lead to a 40% increase in sales. In Brazil, we launched Heineken’s most important new offering in that market.
All of our breakthrough work helped the firm win more industry awards in 2013 than in any previous year. All of this effort underscores that, in 2014, as we approach our 61st year, we know that the best days for Burson-Marsteller lie ahead.
Chapter 6 of 13