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Burson-Marsteller, Cohn & Wolfe to merge

WPP of London will merge its communication agencies Burson-Marsteller and Cohn & Wolfe into a new entity called Burson Cohn & Wolfe. The new agency will be led by chief executive officer Donna Imperato, currently CEO of Cohn & Wolfe. Don Baer, worldwide chair and CEO of Burson-Marsteller, will become chairman of the new firm. The combined agency will include approximately 4,000 staff in 42 countries.

"Our decision to merge the two agencies is driven by strong, compatible capabilities and expertise, a combined ability to deliver integrated solutions across multiple sectors and the scale to compete with the largest communications agencies in the world," said WPP CEO Martin Sorrell. "We have a major opportunity and the right team to take this new agency to even higher levels of success."

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