Burson-Marsteller to launch caring consumer subgroup

Burson-Marsteller has announced the introduction of a caring consumer specialty group as it seeks to aid clients in forging stronger connections with their customers.

Created as a sub-practice of the media agency's consumer and brand marketing division, the new unit aims to help firms translate their socially responsible deeds into better engagement with consumers, whose buying decisions are influenced by such concerns.

This will centre around a new diagnostic tool and methodology called the Consumer Care Package, which analyses a company's socially conscious activities and aspirations to create communications programmes that reflect this.

Burson-Marsteller is introducing this service in response to growing trends showing that consumers are more likely to buy from companies that are seen to be honest, trustworthy and have a positive impact on society.

Carline Jorgensen, managing director for consumer and brand marketing at Burson-Marsteller, said: "Consumers are looking for a relationship that goes beyond the transaction of products and services. They have higher expectations of what brands should deliver to them and to their communities."

Last month, the company announced that former BBC presenter Clarence Mitchell has been appointed to the role of managing director at its London office.