NEWS: Marsteller ready to relaunch in the UK with business bias

Marsteller Advertising, once a top-20 worldwide agency, is being relaunched in the UK as a business-to-business operation with a brief to explore the new field of ‘perception management’.

Marsteller Advertising, once a top-20 worldwide agency, is being

relaunched in the UK as a business-to-business operation with a brief to

explore the new field of ‘perception management’.



The agency will be headed by Jeff Klein as chief executive officer, and

Bill McQuillan as managing director. The duo were previously at Grey

Business Worldwide as chief executive and director respectively.



Marsteller Advertising was founded in 1952, and was purchased by Young

and Rubicam in 1979. It was wound down soon afterwards because Burson-

Marsteller, its public relations arm, was able to perform the agency’s

work.



However, Y&R has identified a renewed need for a worldwide agency that

specialises in corporate, business-to-business and issues-based

campaigns.



Klein commented: ‘Our clients are in complex markets, and we will be

helping them to resolve operational issues as well as the way they

communicate.’



Marsteller Advertising was relaunched in the US six months ago, headed

by Tom Bell, and has annual billings of dollars 40 million. Clients

include Nynex and Gulfstream.



In Europe, Marsteller will initially target Y&R and Burson-Marsteller

clients with specialist needs in the ‘perception management’ area.

Perception management deals with the internal and external

communications of a company which needs to change its identity,

structure or image.



Fernan Montero, chairman and chief executive of Y&R Europe, said: ‘As

more and more clients use advertising as part of their corporate

marketing programmes, it makes sense to introduce a specialist unit to

offer a finely focused service.’



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