GENEVA--Matthias Lüfkens will join Burson-Marsteller in early 2012 to lead the firm's digital practice across EMEA.

Lüfkens has been the Head of Digital media at the World Economic Forum (WEF) since 2004. In addition to designing and implementing the WEF’s digital strategy, Matthias has advised a wide range of Fortune 500 companies as well as non-profit organisations on social media.

"Social media are completely changing the way people and communities communicate between themselves and how reputation is built and managed," said Lufkens. "Whether at the individual or corporate level, social media allow users to reach new audiences in a very direct manner. I look forward to working with Burson-Marsteller’s exceptional network to deliver these benefits to clients across EMEA”

Lufkens will be based in Geneva and oversee the Burson-Marsteller digital teams across the region to develop integrated communications strategies, online reputation and business management, interactive design, and mobile marketing.

“Digital communications is integrated into everything we do for clients," said B-M EMEA CEO Jeremy Galbraith. "Matthias is joining a dynamic and award-winning digital team, whose creative work has been widely recognised this year. Matthias' experience will make our digital offering even stronger across EMEA and I look forward to working with him.”