Burson-Marsteller takes on global Meltwater PR contract

Burson-Marsteller has won a consolidated global PR contract with monitoring software company Meltwater, which is seeking to raise its international profile.

The software-as-a-service provider has been working with the agency since early February to organise its comms activity in Europe, North America and Asia-Pacific. This will be the first time it has initiated a global strategy across all of its markets.

Meltwater has spent $25 million (16.73 million pounds) on adding more capabilities to its media intelligence software offering, including social media scanning, influencer tracking and connecting, sentiment analysis and competitive benchmarking.

The company is keen to tailor its messaging based on how established its brand is in each market. For example, it is well-known in the Nordic region, where the company was founded, but is an emerging brand in Hong Kong and Latin America.

Meltwater chief marketing officer Valerie Fawzi told The Holmes Report: "The key narrative is that Meltwater is a media intelligence platform that we've spent the last two years – and $25 million – to reimagine from the ground up. We've gone beyond media monitoring to an integrated platform."