NEW YORK—Burson-Marsteller has established a new subsidiary, PivotRED, which will deliver strategic advice based on rapidly evolving research disciplines and data. The new unit is designed to meet the needs of clients that fall outside the Burson-Marsteller network, but want the evidence-based consulting approach that is at the heart of Burson’s proposition.
PivotRED will operate as a subsidiary of Burson-Marsteller U.S., but will be structured as an autonomous consultancy. The firm is led by CEO Andrew Goldberg, who has been counseling Fortune 500 companies on communications issues for more than two decades.
“The firm will be digitally focused and integrate the full range of communications disciplines,” says president and CEO of Burson-Marsteller U.S., Pat Ford. “It has the flexibility to serve clients of all sizes, including the many entrepreneurial small and mid-sized companies seeking expert communications and brand advice.”
PivotRED delivers expertise in a number of global industries, including: natural resources, energy, information services, digital media and technology, consumer brands, financial services, transportation and automotive.
Goldberg will lead a team of communications specialists based in New York. Prior to taking the helm of PivotRED, he was chairman of the corporate and financial practice of Burson-Marsteller. Earlier, Goldberg founded and chaired AGG International, a Burson-Marsteller affiliated company that conducted financial research and trend analysis in the automotive, aerospace, chemicals, defense, financial, consumer products and transportation sectors. He also headed the combined marketing, communications, and public relations functions at Mercedes-Benz North America.