SYDNEY—Burson-Marsteller Australia has launched Encoder Public Relations, a standalone offering for clients that will deliver integrated PR programs spanning online and traditional media. The agency will develop tailored programs that align media, influencers, content and events to drive specific business results.
The new firm will be lead by Daniel Young, who previously led Burson’s digital practice and says: “Changing media consumption habits have profound implications for all marketing communications disciplines, including PR. The industry has to evolve with these changes in order to remain relevant. The direct nature of digital PR requires organisations to have a much deeper and more intimate understanding of target audience groups, their perceptions, behaviour, influencers and motivations.
“Encoder PR will emphasise the importance of audience research and insights as the basis for strategic planning and creative execution.”
Mobile phone brand Sony Ericsson and speech recognition innovator Nuance Communications are among the firm’s clients at the time of launch.