BCW unveils new 'moving people' positioning a year after merger

Burson Cohn & Wolfe (BCW) has launched a new campaign video narrated by its CEO, Donna Imperato herself. The global campaign, said Imperato on a Medium post, unveils BCW's "moving people" positioning. This comes a year after Burson-Marsteller merged with Cohn & Wolfe to form BCW.While many public relations and marketing/communications agencies struggle with identifying exactly what they are and what they should call themselves, she said BCW has chosen to focus on what its clients need. Therefore, the positioning of "moving people" was borne.It seeks to communicate BCW's genesis of helping clients move their stakeholders and supporting its employees in professional development. Imperato said, "We are focused on helping people discover the truth; understand, respect and love brands; and identify new products, services and destinations."Ultimately, we make connections that inspire people and move them to “purchase.”Imperato described the merger as a "great marriage" of Burson-Marsteller's public affairs and communications forte with Cohn & Wolfe's digital and content expertise. According to her, the new BCW takes a channel agnostic approach, with valuable earned media at the core, to help clients solve tough business challenges through creative ideas informed by data and powered by technology. Today, among its ranks are leading data scientists, engineers, storytellers, researchers, as well as public relations and public affairs professionals.[embed]https://youtu.be/HXVtYjrwX2M[/embed]Last year, Burson Cohn & Wolfe has unveiled a new look post-merger which comprises a new brand mark and corporate website. Cohn & Wolfe’s Matt Stafford was appointed as Asia president and Burson-Marsteller’s Margaret Key was appointed as leader of AxiCom, BCW’s global technology brand, across Asia. Both Stafford and Key report to Imperato.