Diana Marszalek 05 Sep 2018 // 3:15PM GMT
NEW YORK — After seven months of planning, Burson Cohn & Wolfe is unveiling its new brand today, marking the formal launch of the agency created through the merger of Burson-Marsteller and Cohn & Wolfe in February.
“We officially come together as a true integrated communications agency across every discipline, across every industry, and across every market,” said global president of brand solutions Jim Joseph, the former Citizen Relations global CEO who joined BCW in May.
The new logo replaces Burson-Marsteller's storied 'global map logo', which has been in place since 2007, and Cohn & Wolfe's logo, a more recent effort.
In addition to a new logo, the firm has unveiled a new website, which focuses primarily on the firm’s client work while also highlighting expertise and talent. The agency also launched channels on Facebook, Twitter, Instagram and LinkedIn that will give BCW "constant presence and constant voice in the industry," Joseph said.
All of which, added Joseph, are designed to capture and convey the core of BCW’s identity as an agency created specifically to offer integrated communications across-the-board, while also harnessing the traditional PR expertise of Burson-Marsteller and Cohn & Wolfe’s digital capabilities.
“The BCW brand and values make a very clear statement: We are establishing ourselves as the leader in global integrated communications and we are driving the entire industry forward in the process,” said global CEO Donna Imperato.
“BCW is the agency I envisioned years ago, expert in delivering digitally driven, creative communications solutions across all marketing and communications disciplines. Our new identity, and especially our website, clearly illustrate those strengths," she said.
While the merger was announced in February, the two firms will not combine their financial reporting until 2019. Recent months have seen numerous leadership moves across the agency's presence in North America, EMEA and Asia-Pacific.