Burson Cohn & Wolfe flaunts new look post merger

Burson Cohn & Wolfe (BCW) has unveiled a new look which comprises a new brand mark, corporate website and across social media channels. This is in a bid to articulate the agency’s focus in delivering integrated communications solutions for clients across industries.

Jim Joseph, global president, brand solutions, explained that the new logo expresses BCW’s bid to combine world-class expertise in legacy strengths with next-generation integrated solutions. It looks to unify the “best of both worlds to form something truly distinctive, fresh and innovative”.

“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,” Donna Imperato, global CEO, BCW, added.

The new look follows the merger of Burson-Marsteller and Cohn & Wolfe earlier this year to create BCW, a move affecting 42 countries and more than 4,000 employees. WPP said at the time that the move combines Cohn & Wolfe’s expertise in digitally-driven creative content and integrated communications with Burson-Marsteller’s strength in public affairs, corporate and crisis management, technology and research.

Imperato, previously CEO of Cohn & Wolfe, was appointed to lead the new entity, with Don Baer, Burson-Marsteller’s Worldwide chair and CEO, becoming chairman. Cohn & Wolfe’s Matt Stafford was later appointed as Asia president, reporting to Imperato.