Diana Marszalek 27 Mar 2019 // 8:44PM GMT
NEW YORK — A year after its launch, BCW, or Burson Cohn & Wolfe, has rolled out a marketing campaign of its own, centered around the idea that, at its core, the agency is all about helping clients motivate people to act.
“Everything we do at BCW is about moving people,” CEO Donna Imperato wrote in a blog post debuting the positioning. “As many public relations and marketing/communications agencies struggle with identifying exactly what they are and what they should call themselves, we are very focused on what our clients need. They need solutions to move their internal and external stakeholders. To engage them, to inspire them, to lead them in a favorable direction.”
At the centerpiece of the campaign is a video which, through imagery and Imperato’s narration, makes the case that all of BCW’s clients — wherever and whatever they are — are unified in their goal of reaching and motivating people. BCW believes it helps them do that through an integrated approach to communications, the firm says.
The 'Moving People' campaign, launched Wednesday, is the latest step in BCW establishing itself as a brand — a process that has been underway since the WPP agency was created from a Cohn & Wolfe/Burson-Marsteller merger in February 2018. In September, BCW unveiled the new look of the brand, as well as its website and social channels, designed to illustrate its strengths across the array of communications and marketing disciplines.