BCW Strengthens Earned-Plus Service With New Hires

NEW YORK — BCW has added two govt VPs — Beth Marrano and Gabriela Lechin — to strengthen its earned-plus providing.

As govt VP of built-in consumer options, Marrano will lead the company’s Key Client Partner program, with particular concentrate on bringing earned-plus options to a number of of BCW’s marquee purchasers.

Before BCW, Marrano (pictured) was with Publicis, the place she spent the final six years as govt VP, consumer lead and head of account administration. She brings experience in growing data-driven built-in campaigns, with a concentrate on digital expertise; branded content material; digital innovation, promoting, and social media; company social accountability; and new product launches.

Lechin is liable for deepening BCW’s earned-plus providing and main West Coast expertise and purchasers.  Lechin most just lately was chief communications officer of Birmingham Technologies, the place she constructed a company communications perform. She brings greater than 20 years of expertise in built-in communications, branding, authorities relations and disaster administration, along with know-how.

“These proficient girls deliver deep expertise in built-in communications, which delivers extra worth and better influence than earned-only and even earned-first communications,” mentioned world CEO Donna Imperato. “Earned-plus, which we ship throughout all practices, gives the worth of earned media with the prolonged attain of paid. When you mix that with creativity, know-how and digital options, you undoubtedly attain a complete ecosystem of stakeholders with optimum influence to ship a measurable ROI.”

Last week, BCW introduced the restructuring of its North American management following the departure of North American president Chris Foster, who has been named CEO of Omnicom Public Relations Group. Brooke Hovey, BCW’s world chief progress officer, will take over as interim president of BCW North America. In addition, South/West president Teresa Henderson is elevated to chief working officer of North America.


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