WPP CEO Mark Read is merging PR flagships BCW and Hill & Knowlton to create Burson in his latest move to streamline the advertising giant.

He noted the PR units have "complementary strengths, shared ambitions and many shared clients.”

BCW chief Corey duBrowa, who was brought in from Google last year, will head Burson.

H&K chief AnnaMaria DeSalva will support duBrowa as global chairman.

The H&K brand will survive under the Burson umbrella "serving a select group of clients globally through strategic communications, advisory and public affairs services," according to the announcement.

The partner firms claim the marriage will result in "immediate scale in sectors driving today’s most consequential innovation and economic growth, including healthcare and technology."

The consolidation will become effective on July 1.

Burson will have more than 6,000 staffers in 43 countries. Its new brand will debut by yearend. The leadership team will be rolled out this year as the integration process moves forward.

Read in October merged Wunderman Thompson and VMLY&R to form VML, the world's larget creative shop.