BrandArena: What Burson-Marsteller and Cohn & Wolfe Merger Mean for Partner Agencies Across Africa - Robyn de Villiers

Wednesday 13 June 2018

What Burson-Marsteller and Cohn & Wolfe Merger Mean for Partner Agencies Across Africa - Robyn de Villiers

Burson-Marsteller and Cohn & Wolfe recently announced the merger of both giant firms which will now be refered to as Burson Cohn & Wolfe.

In a chat with South Africa's Media Update, Robyn de Villiers, chairman & CEO of Burson Cohn & Wolfe, following the merger of the two brands, said part of the advantages for clients of the firm is that "Burson-Marsteller has unmatched strength in public affairs, corporate and crisis management and research. Cohn & Wolfe is well-known for expertise in digitally driven, creative content and integrated communications across the consumer, healthcare and technology sectors.

"Together, Burson Cohn & Wolfe is in a unique position to meet clients’ complex needs, desire for more integrated solutions and, more importantly, to make strategic investments in talent and innovative capabilities for the future", she said.

According to her, what the merger mean for partner agencies across the continent is that it positions them as the African network to the third largest global PR player, which can only be good news and have positive implications for all agency stakeholders and partners across the continent.

"Globally, we also have the benefit of combining two agencies that have a long history of collaboration, so in a way, this is a neat coming together for us. In Africa, our partnership with Cohn & Wolfe began in the early 1990s, when we formed our first international relationship with GCI, which later merged with Cohn & Wolfe. Since then we have represented the brand through our wholly owned subsidiary, Cohn & Wolfe Africa" she explained.

The CEO also added that the firm already offer both Burson-Marsteller and Cohn & Wolfe clients an integrated solution with its 'tailored for Africa' approach, which has been tried and tested for more than 25 years.

She concluded that "WPP’s decision to merge the two agencies is driven by strong, compatible capabilities and expertise, a combined ability to deliver integrated solutions across multiple sectors and the scale to compete with the largest communications agencies in the world."

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