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Burson-Marsteller Australia launches Encoder PR


SYDNEY — Burson-Marsteller (B-M) Australia today announced the launch of Encoder Public Relations, a standalone offering for clients that will deliver integrated PR programs spanning all forms of online and traditional media. The new entrant to the Australian marketplace will be lead by Daniel Young.

Encoder PR will work with Australian organisations and international brands operating in Australia to develop strategic and integrated PR programs. The agency will develop tailored programs that align media, influencers, content and events to drive specific business results.

Daniel Young, General Manager, Encoder PR, said: “Changing media consumption habits have profound implications for all marketing communications disciplines, including PR. The industry has to evolve with these changes in order to remain relevant.”

“The name Encoder captures an imperative for effective communication in today’s highly fragmented media environment, which is the need to listen to and understand target audiences prior to the development of proactive communication programs.”

“The direct nature of digital PR requires organisations to have a much deeper and more intimate understanding of target audience groups, their perceptions, behaviour, influencers and motivations. Encoder PR will emphasise the importance of audience research and insights as the basis for strategic planning and creative execution. We will also focus on the development of creative concepts and rich media content in order to drive engagement in today’s highly visual and fast paced media environment.”

“It’s becoming increasingly important for many brands to have an active and engaging presence in social media. Encoder PR will profile specific target audience groups and our consultants will be connected with relevant bloggers and engaged with relevant social networks and other forms of participatory media. Encoder will be an advocate for authentic communication.”

Encoder PR will align its digital PR offering including strategy and planning, social media monitoring, digital content development, community engagement, search optimisation and blogger relations with a full range of traditional PR services.

Encoder PR will help clients understand and tap into new forms of audience engagement opportunities including crowdsourcing and WOM marketing. The firm will partner with digital specialists and third party agencies where required including researchers, web development, design and search firms.

Encoder PR names mobile phone brand Sony Ericsson and speech recognition innovator Nuance Communications as incumbent clients at the time of launch. The Encoder PR website and blog, which will go live during August, will be located at Agency news and updates will also be shared via

Note to editors
Encoder PR photography can be downloaded

About Burson-Marsteller
Burson-Marsteller (, established in 1953, is a leading global public relations and public affairs firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, advertising, and web-related services. The firm’s seamless worldwide network consists of 57 wholly-owned offices and 44 affiliate offices, together operating in 58 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP (NASDQ: WPPGY), one of the world’s leading communications services networks.


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