Outgoing Burson-Marsteller global CEO Mark Penn's legacy will be making research an important part of PR work, agency leaders told PRWeek.
Penn, who is joining Microsoft as corporate VP for strategic and special projects, expanded Burson's research and analytics capabilities. He also cofounded Burson's polling and research firm Penn Schoen Berland, which helped to elect former President Bill Clinton and former UK Prime Minister Tony Blair.
“He made a major contribution by placing an emphasis on research as part of ...