Opinion Research Guru Steps Up at Burson-Marsteller

Global PR and public affairs firm Burson-Marsteller has announced the appointment of Mark Penn, Founding Partner and President of opinion research and strategic comms firm Penn, Schoen & Berland Associates (PSB), as Worldwide CEO. PSB will become a stand-alone division of Burson-Marsteller, reporting to Penn.

Penn succeeds Thomas R. Nides, who has joined Morgan Stanley as Chief Administrative Officer. According to senior figures at B-M's two parent companies, the move 'recognizes the close relationship between public relations counseling and the implementation and measurement of public opinion.' Howard Paster, WPP Executive VP for public relations and a member of the WPP board, and Ann Fudge, Chairman and CEO of Y&R Brands, said the appointment promises 'new thinking and new ways to serve client needs at the highest levels of management... Coming from a kindred business, [Penn] brings a fresh approach that has the potential of taking public relations to a new enhanced value level in the management hierarchy. This comes at a time when result measurement is a prime consideration in undertaking public relations initiatives.'

PSB was founded 30 years ago and has made a name for adapting and applying political polling and communications techniques to business issues. It has almost tripled in size since becoming part of WPP four years ago. Penn, 51, is also well-known for his role as a strategic advisor to former President Bill Clinton from 1995 until the end of his administration, and in 2000 was described by TIME Magazine as 'master of the message'. He is a graduate of Harvard College and attended Columbia Law School.

Paster, 60, is named as Chairman of the Burson-Marsteller executive board, in addition to his existing WPP responsibilities. Penn will remain as president of PSB while his partner, Mike Berland, takes on greater responsibility as CEO of PSB. Harold Burson, 84, will continue in a non-management capacity with the title of Founding Chairman Burson-Marsteller. Burson says he expects Penn to 'take the firm to a new level in both client service and new and innovative offerings. The time to do so is opportune. Public relations and effective communications have never been so important to corporate CEOs and others managing large institutions - a situation as much recognized by senior business executives as by public relations professionals.'

Operating in 57 countries across six continents, Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP Group plc. Its web site is at www.burson-marsteller.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.