Burson Re-Strategizes Asia-Pac, CEO Promotes New Book
September 14, 2007
Burson Marsteller’s Asia-Pacific chief executive and president, Bill Rylance yesterday told the Sydney Morning Herald:
The boutiques have a lot of advantages. They move fast and are nimble, but so too are large multinational firms … it’s time for us to compete on our own terms and not on anybody else’s. We want to be seen as an innovator and a hotter shop as opposed to some bland faceless corporate branch office.
The article goes on to explain how boutique agencies are competing intensely (and winning) againt Burson and Aussie PR leader, Ogilvy. Former Burson employee, Brian Debelle chimes in, “A one-size-fits-all approach doesn’t necessarily work here. The New York model of selling in lots of different products at multiple levels doesn’t work. But competition is the name of the game.”
Burson’s Australia revenue has dropped 40% since 1997.
Stateside, CEO Mark Penn has been busy promoting his book “Microtrends: The Small Forces Behind Tomorrow’s Big Changes.”