The Burson Group (WPP) unveils its new visual identity – “inspired by the light that illuminates and reveals opportunities” and repositions itself. “Reputation constitutes the most valuable asset of a company to improve its perception, increase its performance, its preference, its valuation and its return. recalls the group in a press release. To strengthen its value proposition, Burson has introduced a series of products and programs for its consultants and creatives.
4 pillars and 5 suites
The group is introducing a new framework and consulting methodology to actively assess and manage the “reputation capital” of its clients, around four pillars: company actions; its communications; social narratives and stakeholder beliefs. This approach is based on Burson’s portfolio of innovations, a set of tools that integrate AI and which, combined with human intelligence, make it possible to obtain “rapid insights, precise targeting of audiences, and to create culturally relevant creative content. These solutions – key components of WPP Open’s PR Studio, WPP’s AI-powered marketing system – include five suites. First of all, the “Sonar” suite, which anticipates and assesses risks using social story intelligence products; the “Decipher” suite, which predicts the impact of proactive and defensive communications, global and regional themes, and emerging cultural trends; the “Creators” suite, which creates tailored content targeting a specific audience, identifying both the supply and demand for information online as well as gaps that may appear in the stories; the “Specialists” suite, which trains in Burson’s AI tools in specific sectors of activity; and finally the “Fount” suite, which offers an aggregated view of data at all levels of the campaign life cycle to measure and optimize performance. This approach applies to all Burson Group agencies (Axicom, Burson Buchanan, GCI Health, Hill & Knowlton).
Burson Academy
Burson also unveils its new training academy to support its clients through skills development. The creation of this academy aims to provide teams with the skills necessary to fully master current and future consulting techniques, and enable them to consistently apply the “one Burson” approach at a global level. The Burson Academy program is based on four pillars: Leadership, for career development and management, and leadership training; Client Excellence, to build strong client relationships in the consulting field; Craft, for reputation management, where editorial talent, media relations, crisis management and creative activities are addressed; and AI/Innovation, to develop skills in data & analysis, AI, and learn about Burson’s Innovation Portfolio and new ways of working.
