Burson-Marsteller, a leading global public relations and communications firm, announced today the establishment of a new subsidiary, PivotRED. PivotRED is designed to meet the needs of clients that fall outside the Burson-Marsteller network, but want the strong evidence based consulting for which Burson-Marsteller is known. In particular, PivotRED will deliver strategic advice based on rapidly evolving research disciplines and data. PivotRED will operate as a subsidiary of Burson-Marsteller U.S., but will be structured as an autonomous consultancy. The firm is led by CEO Andrew Goldberg, who has been counseling Fortune 500 companies on communications issues for more than two decades.
"PivotRED is inspired by the key principles of Burson-Marsteller. The firm will be digitally focused and integrate the full range of communications disciplines. It has the flexibility to serve clients of all sizes, including the many entrepreneurial small and mid-sized companies seeking expert communications and brand advice," said President and CEO of Burson-Marsteller U.S., Pat Ford.
As the brand name suggests, PivotRED has the ability to move to the offense on behalf of its clients, with the speed and urgency demanded in today's fast-paced media and business environment. PivotRED delivers expertise in a number of global industries, including: natural resources, energy, information services, digital media and technology, consumer brands, financial services, transportation and automotive.
"The pace of digital technology has transformed our knowledge of audiences and stakeholders. We want to tap into this dynamic and growing body of knowledge and adapt it to the specific sector needs of our clients," said CEO Andrew Goldberg.
Andrew Goldberg will lead a team of communications specialists based in New York. Prior to taking the helm of PivotRED, Goldberg was Chairman of the Corporate and Financial Practice of Burson-Marsteller. While in that position, he focused on serving the growing number of clients undergoing massive reputation changes, this included some of the largest names in financial services, insurance, media and information technologies. Prior to joining Burson-Marsteller, Goldberg founded and chaired AGG International, a Burson-Marsteller affiliated company that conducted financial research and trend analysis in the automotive, aerospace, chemicals, defense, financial, consumer products and transportation sectors.
Before AGG, Goldberg headed the combined marketing, communications, and public relations functions at Mercedes-Benz North America. During his tenure, Mercedes-Benz expanded its leadership in the premium automotive segment and pioneered the use of new communication techniques in areas of customer relationship marketing, brand-integrated entertainment, experiential marketing and digital communications.
Goldberg holds a PhD in International Relations from Columbia University.
PivotRED joins the Burson-Marsteller family of leading brands such as Penn Schoen Berland, Proof Integrated Communications, Prime Policy Group and Direct Impact.
PivotRED is a full spectrum communications consultancy: research, strategy, media/public relations, digital communications and advertising are under one roof. PivotRED is a subsidiary of Burson-Marsteller and part of Young & Rubicam Brands, a subsidiary of WPP, one of the world's leading communications services networks.
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, advertising and web-related services. The firm's seamless worldwide network consists of 67 offices and 71 affiliate offices, together operating in 98 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP, one of the world's leading communications services networks.