The Burson Difference: Know-how and Know-who

Integration is often defined as the inverse of differentiation, but in the case of Burson-Marsteller, it actually sets us apart. As a global strategic communications firm, our main asset is our seamless worldwide network of 77 offices and 85 affiliates, operating in 110 countries across six continents. This breadth grants us access to the top communications experts around the world – not only within our own firm, but across Young & Rubicam and all WPP companies – to ensure we deliver the best results for our clients with the best team suited to do the job. We have both the know-how and know-who in terms of matching talent and respective skill-sets with clients’ needs.

We recently put this to the test when helping a global company address sensitive regulatory and legislative issues on health and wellness. We coordinated a team of public affairs and crisis management experts in multiple countries with the experience to make a difference. By coordinating issues and events around the world, we developed a strategic communications plan to satisfy the client.

In another case, when one of our clients realized how much we can do to help it leverage social media to reach key stakeholders, they asked our StudioB team, led by Ivan Ruiz, to develop a comprehensive strategy that is generating new levels of engagement for the brand through one of its key executives in the Latin American market.

Uniquely positioned in a market considered the Bridge to the Americas, Burson-Marsteller Miami not only serves clients across the Southeast U.S. and Latin America, it is also the headquarters for Burson Latino, our U.S. Hispanic specialty team. We offer a team of multicultural, multilingual professionals who are on in tune with what is happening not only in our own backyard, but across the U.S. and Latin American regions, thanks to close collaboration with our colleagues who provide us with the local intelligence and depth we need to make client campaigns targeted, relevant and effective. This “always-connected” model contributes to what I call the Burson Difference.

Aside from our established presence and long-term commitment to the markets in which we operate, we also rely on a varied talent mix of senior, experienced leadership and young and eager professionals who bring a fresh perspective on how to apply our results-driven business process to achieve client goals.

These are just some of the characteristics that set Burson-Marsteller apart. I am proud of the work we are doing for our local, regional and global clients, knowing that connectivity and reach allow us to assemble the right team at any given time, keeping this business, and my role here, very exciting.  It is a wonderful time to be leading our business from the Miami vantage point and to be the bridge for our clients to the Burson know-who and know-how.

If you would like to learn more, please feel free to contact me via e-mail or LinkedIn. I look forward to sharing how our employees, not only in Miami, but around the world are truly living the Burson Difference.

Jorge Ortega, Executive Vice-President