NEW YORK—Burson-Marsteller has launched a global financial communications practice and named Andrei Bogolubov, former senior vice president and chief communications officer for AOL Europe, to lead the practice and coordinate the firm’s team of financial strategists around the world. Bogolubov will be based in New York and report to Patrick Ford, chair of the company’s global corporate and financial practice.
“Today’s 24-7 global financial marketplace requires continuous identification and management of issues, trends and real-time stakeholder engagement,” says Ford. “Under Andrei’s leadership, our group of senior financial communications strategists worldwide will continue to strengthen and expand our services to help clients navigate the global financial marketplace and meet their strategic financial objectives.”
Ford says the new initiative will bring together several disparate financial communications disciplines, including transaction communications—an area where Burson has “is the only full-service firm that is consistently in the top tier of rankings along with the boutique firms,” according to Ford— bankruptcy and restructuring communications and financial crisis communications.
So while specialist firms have dominated the mergers and acquisitions communications arena, Ford believes BM has a distinctive offer in that space.
“We believe we offer unique differentiating capabilities, including our unmatched seamless network of offices and strong financial and transaction talent,” says Ford. “Most of the boutiques would be unable to match our ability to deliver communications against all stakeholders, including government regulators and legislators, labor, employees, customers and opinion leaders along with investors. Having those capabilities under one roof and available through a strong global network is a key strength. We also look at the complete transaction, including merger integration after the deal has closed.”
At AOL, Bogolubov was responsible for developing AOL’s pan-European communications function, including transactions, competitive and regulatory developments, litigation and crises, investor and government relations and CSR activities. He has been involved in launching and building companies including AB Image International, a Moscow-based strategic communications agency. He also led Bozell Worldwide’s Russian operations and before that was a senior vice president at Robinson Lerer Montgomery.
The new practice will build on the firm’s long record in investor relations, transactions including cross-border mergers and acquisitions, bankruptcies and restructurings, and financial crisis communications.