Two big PR shops — Burson-Marsteller and Cohn & Wolfe — have been merged by holding company WPP to create Burson Cohn & Wolfe (BCW). The merger makes Burson Cohn & Wolfe one of the industry’s top three largest PR firms.
According to MediaPost: “WPP says the combined agency is one of the world’s largest PR networks, with expertise in digital and integrated communications, across all industry sectors.
“The new agency will be led by CEO Donna Imperato, currently CEO of Cohn & Wolfe (and pictured above). Don Baer, Burson-Marsteller’s worldwide chair and CEO, will become chairman of the combined firm and will focus on delivering what the agency calls “high-level counsel for Burson Cohn & Wolfe clients.””
According to a release: “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.”
How the merger will impact Burson’s D.C.’s office is yet to unfold.
For Capitol Communicator readers, this news is the latest in a series of mergers we have covered and also the latest in which a woman has been named to head the agency.