Cohn & Wolfe and Burson-Marsteller merge

WPP merges Cohn & Wolfe and Burson-Marsteller

WPP has merged Cohn & Wolfe and Burson-Marsteller to form Burson Cohn & Wolfe, creating one of the world’s largest full-service comms agencies.

Cohn & Wolfe CEO Donna Imperato will lead the combined agency and Don Baer, Burson-Marsteller’s worldwide chair and CEO, will become chairman of Burson Cohn & Wolfe. The combined group will encompass more than 4,000 employees across 42 countries.

The move will merge Cohn & Wolfe’s specialism in digitally-driven creative content and integrated comms across the consumer, healthcare and technology sectors with Burson-Marsteller’s proficiency in public affairs, corporate and crisis management, technology and research.

Sir Martin Sorrell, WPP’s CEO, said: “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.”

He continued: “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.”

Imperato added: “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.”

  • Pictured: Donna Imperato
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