Burson Marsteller launches digital spin-off PR agency Encoder

Daniel Young Encoder MumbrellaPR agency Burson Marsteller has launched spin-off agency Encoder Public Relations, which will have a focus on digital.

Encoder will be headed by Daniel Young, previously digital lead at Burson-Marsteller.

Young said: “Changing media consumption habits have profound implications for all marketing communications disciplines, including PR. The industry has to evolve with these changes in order to remain relevant.  

“The name Encoder captures an imperative for effective communication in today’s highly fragmented media environment, which is the need to listen to and understand target audiences prior to the development of proactive communication programs.

“The direct nature of digital PR requires organisations to have a much deeper and more intimate understanding of target audience groups, their perceptions, behaviour, influencers and motivations. Encoder PR will emphasise the importance of audience research and insights as the basis for strategic planning and creative execution. We will also focus on the development of creative concepts and rich media content in order to drive engagement in today’s highly visual and fast paced media environment.

“It’s becoming increasingly important for many brands to have an active and engaging presence in social media. Encoder PR will profile specific target audience groups and our consultants will be connected with relevant bloggers and engaged with relevant social networks and other forms of participatory media. Encoder will be an advocate for authentic communication.”

Foundation clients include mobile phone brand Sony Ericsson and speech recognition company Nuance Communications.

Young is also on the board of the Australian chapter of the International Advertising Association.


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