Martin Sorrell Feb 27
Martin Sorrell

WPP chief Martin Sorrell today announced the merger of Burson-Marsteller and Cohn & Wolfe to forge Burson Cohn & Wolfe and create "the scale to compete with the largest communications agencies in the world."

C&W CEO Donna Imperato will helm the unified firm backed by B-M chief Don Baer who becomes chairman with a focus on counseling key clients.

BC&W will have more than 4,000 staffers in 42 nations. The mash-up combines C&W's consumer, healthcare and technology strengths with B-M's PA, corporate and crisis savvy.

Sorrell praised Imperato for "years of strong leadership and delivering excellent results at C&W" and thanked Baer for his contributions as CEO over the last six years.