NEW YORK—Burson-Marsteller has formed a consulting group dedicated to advising clients on the introduction of new generic top level domain system. On June 13, the Internet Corporation for Assigned Names and Numbers will publish a list of companies and organizations that applied for domain names in a new system that will see the introduction of new extensions that can be virtually any word in any language.

“We are now at the start of a radical shift on the Worldwide Web that has implications for brands, companies and nearly every organization with a presence on the Web,” says Nate Tibbits, US public affairs practice chair, who is leading the new Burson-Marsteller group. “We have unique expertise in this area and are looking forward to assisting clients through this transition period.”

ICANN engaged Burson-Marsteller as its agency of record for the worldwide education campaign on the new generic top level domain offerings, and the firm developed and executed a global campaign to raise awareness of new gTLDs in advance of the application window. The firm believes its resulting expertise means it is “uniquely qualified to help organizations navigate these changes to the Internet naming system.”