Burson

Background

When Burson Cohn & Wolfe and Hill + Knowlton merged in 2024 to form Burson, they created the largest public relations agency in the world.1Arun Sudhaman. โ€œHello Burson: WPP Merges BCW And H&K To Create $1bn PR Firm,โ€ PRovoke Media, January 25, 2024. Archived January 28, 2024. Archive URL: https://archive.ph/3DYb5 Burson Cohn & Wolfe (BCW) itself was the result of a 2018 merger between Burson-Marsteller and Cohn & Wolfe. 2Aarti Shaw. โ€œWPP Creates 3rd Largest PR Firm With Burson Cohn & Wolfe,โ€ PRovoke Media, February 27, 2018. Archived June 23, 2021. Archive URL: https://archive.is/oT5VH Owned by British PR and advertising holding company WPP, Burson and its subsidiaries have worked for ExxonMobil, Shell, Aramco, the Oil and Gas Climate Initiative, and Abu Dhabi National Oil Company.

Before merging with Cohn & Wolfe and Hill + Knowlton, Burson-Marsteller became well known for crisis communications, including advising Union Carbide after the Bhopal disaster killed thousands of people.3Michael Isikoff. โ€œCrisis Management: Has Carbide Met the Test?โ€ The Washington Post, February 24, 1985. Archived April 25, 2023. Archive URL: https://archive.ph/isfex Burson-Marsteller has aggressively deployed third party โ€œgrassrootsโ€ organizations to defend industry, including the “smokers’ rights” group National Smokers Alliance in the 1990s. Although the National Smokers Alliance presented itself as the voice of smokers fighting anti-smoking legislation, almost all of its funding came from the tobacco industry, especially long-time Burson-Marsteller client Philip Morris.4Myron Levin. โ€œSmoker Groupโ€™s Thick Wallet Raises Questions,โ€ Los Angeles Times, March 29, 1998. Archived April 16, 2021. Archive URL: https://archive.ph/zD9Ww Burson-Marsteller defended its decades long relationship with Philip Morris, now known as Altria, after Rachel Maddow referenced Burson-Marstellerโ€™s clients on her show and commented, โ€œWhen evil needs public relations, evil has Burson-Marsteller on speed dial.โ€5Rose Gordon. โ€œPenn defends firm post Maddow show,โ€ PR Week, March 7, 2009. Archived August 2, 2018. Archive URL: https://archive.is/qbdhL

Hill + Knowlton created the infamous playbook for the tobacco industry to convince people that smoking was not dangerous.6John Hill. โ€œPreliminary Recommendations for Cigarette Manufacturers,โ€ John W. Hill Papers, State Historical Society of Wisconsin, December 24, 1953. Archived October 3, 2023. Archived .pdf available at DeSmog. After studies linked cigarettes to cancer in 1953, Hill + Knowlton proposed that the tobacco industry take control of the scientific narrative by funding scientists and studies questioning the link between tobacco and cancer.7Allan M Brandt. โ€œInventing Conflicts of Interest: A History of Tobacco Industry Tactics,โ€ American Journal of Public Health, January 2012. Archived June 26, 2021. Doi: 10.2105/AJPH.2011.300292

Oil and Gas Climate Initiative 

Oil and Gas Climate Initiative CEO Bob Dudley speaks at Climate Week in 2018.
OGCI chair and then-CEO of BP, Bob Dudley, speaks at Climate Week, September 24, 2018. Source: bp8โ€œOGCI sets methane target,โ€ bp, September 24, 2018. Archived June 6, 2023. Archive URL :https://archive.ph/CX4Ma 

From at least 2016 to 2022, Hill + Knowlton Strategies managed communications for the Oil & Gas Climate Initiative, a coalition of oil and gas companies created to project a climate-friendly image of the fossil fuel industry. The Oil & Gas Climate Initiative designated Hill + Knowlton as its secretariat on a United Nations website until 2022,9โ€œClimate Initiatives Platform, Oil & Gas Climate Initiative,โ€ U.N. Environment Climate Initiatives Platform,  Archived April 12, 2022. Archive URL: https://archive.ph/0KPKj indicating the PR firm had a high level of involvement.10โ€œClimate Initiatives Platform: Oil & Gas Climate Initiative,โ€ U.N. Environment Climate Initiatives Platform, Archived September 26, 2018. Archive URL: https://archive.is/bzPFp In November 2022, Clean Creatives co-founder Jamie Henn told DeSmog that the Oil & Gas Climate Initiative was run out of Hill + Knowlton Strategiesโ€™ London office.

Shell Eco-Marathon

Burson Marsteller ad for Shell's Eco-Marathon
BCW brought Shell’s Eco-Marathon to China. Source: Digital Media Awards China11โ€œHow Far Can We Go,โ€ Digital Media Awards, Archived February 12, 2024. Archive URL: https://archive.ph/UUKC1
Source: Stevie Awards

From at least 2012 until the Burson Cohn & Wolfe merger in 2018, Burson Marsteller managed Shellโ€™s Eco-Marathon, a corporate promotion event in which students design and race energy efficient vehicles.12โ€œTRE NUOVI RECORD ALLA SHELL ECO-MARATHON EUROPE 2012 โ€“ Molto buoni i risultati dei team italiani,โ€ Burson Marsteller Italia, May 22, 2012. Archived April 10, 2023. Archive URL: https://archive.ph/iKLWI After the 2018 merger, Burson Cohn & Wolfe represented Shell’s Eco-Marathon. In 2021, Burson Cohn & Wolfe was tasked with bringing Shellโ€™s Eco-Marathon to China, in an effort to target both students and Chinese citizens concerned with their environmental impact.13BCW. โ€œShell Eco-Marathon ‘How Far Can We Go with 1 Unit of Energy’ Campaign,โ€ The Stevie Awards. Archived April 25, 2023. Archive URL: https://archive.is/0pekR According to Burson Cohn & Wolfeโ€™s submission to the Stevie Awards on behalf of this campaign, one of Shellโ€™s main goals was to โ€œensure more EECs [Energy Engaged Citizens] be aware [sic] of what shell is doing towards a cleaner energy future.โ€ From July to November in 2021, BCW placed print, TV, and social media ads in the Chinese media market to increase awareness of Shellโ€™s Eco-Marathon.14BCW. โ€œShell Eco-Marathon ‘How Far Can We Go with 1 Unit of Energy’ Campaign,โ€ The Stevie Awards. Archived April 25, 2023. Archive URL: https://archive.is/0pekR

In its award submission, BCW notes that bringing the Shell Eco-Marathon to China helped Shell deliver a message about how environmentally friendly the corporation is, especially since China had recently announced its goal of carbon neutrality by 2060. BCW launched a social media campaign under the hashtag #HowFarCanWeGowith1UnitofEnergy to generate buzz for Shellโ€™s Eco-Marathon, and repeatedly emphasized Shellโ€™s darcabonization practices. BCW created a program on Chinese social media platform WeChat and a behind-the-scenes documentary showing students participating in Shellโ€™s Eco-Marathon.15BCW. โ€œShell Eco-Marathon ‘How Far Can We Go with 1 Unit of Energy’ Campaign,โ€ The Stevie Awards. Archived April 25, 2023. Archive URL: https://archive.is/0pekR

In a survey before the PR campaign, BCW found that Chinese respondents most often associated the words energy, global, market, petroleum, and technology with Shell. During and after the campaign, respondents associated Shell with China, vehicle, energy, eco-friendly, and future. BCW reported that more than 58 million people viewed its Shell Eco-Marathon content.16โ€œIMC Performance Report For Shell Eco-marathon 2021,โ€ Shell International, December 10, 2021. Archived April 25, 2023. Archived .pdf on file at DeSmog. In 2022, BCW won an Asia-Pacific Stevie Award,17“@Shell and @BCWGlobal won a Gold #StevieAward for #Innovation in the Use of #SocialMedia in the 2022 Asia-Pacific Stevie Awards for their #Shell Eco-marathon campaign “How Far Can We Go with 1 Unit of Energy.” [Tweet],โ€ @AsiaStevies X Account, December 28, 2022. Archived April 25, 2023. Archive URL: https://archive.ph/03wj3ย  a Gold Standard Award from the Public Relations & Communications Association182022 Gold Standard Award Winners,” Public Relations and Communications Association Asia Pacific, 2022. Archived July 1, 2022. Archive URL: https://archive.ph/R8gft and an award from the International Public Relations Society for this campaign.19Winners 2022,” International Public Relations Association, 2022. Archived November 4, 2022.

Stance on Climate Change

Burson Cohn & Wolfeโ€™s parent company, WPP, describes its climate change commitments on its website as follows: โ€œWe support urgent action to tackle the climate crisis through the Paris Climate Agreement and have been working to cut our carbon footprint since 2006.โ€20โ€œOur Climate Change Commitments,โ€ WPP. Archived September 18, 2021. Archive URL: โ€‹โ€‹https://archive.is/Tyzt0

As of February 2024, Hill + Knowlton Strategiesโ€™ energy and industrials team said that โ€œWe operate at the heart of the energy transition, consulting clients to ensure they have a licence to operate,โ€ according to its website.21โ€œEnergy & Industrials,โ€ Hill + Knowlton Strategies, Archived February 12, 2024. Archive URL: https://archive.ph/popfL

โ€œWhen the worldโ€™s leading climate scientists (IPCC) specifically called out the PR industry for obstructing climate action earlier this year, Exhibit A could have been H+K [Hill+Knowlton] โ€” a firm that does the dirty work for none other than ExxonMobil, Chevron, Shell, and the like,โ€ Geoffrey Supran, PhD, an associate professor at the University of Miami who researches fossil fuel disinformation and propaganda tactics, told DeSmog by email in November 2022, when Hill + Knowlton was named as COP27โ€™s PR firm. 

Funding

PRovoke Media estimated that Bursonโ€™s revenue would reach $1 billion in 2024 based on the combined estimated revenues between Burson Cohn & Wolfe and Hill + Knowlton reported in PRovoke Mediaโ€™s 2023 Global 250 Agency Ranking.22Arun Sudhaman. โ€œHello Burson: WPP Merges BCW And H&K To Create $1bn PR Firm,โ€ PRovoke Media, January 25, 2024. Archived January 28, 2024. Archive URL: https://archive.ph/3DYb5

Clients

Key People

Simon Whitehead – UK CEO of Burson

Before BCW merged with Hill & Knowlton to become Burson, Simon Whitehead grew the UK Energy & Industrials team at Hill + Knowlton with clients including Shell, the Oil & Gas Climate Initiative, and E.ON.23โ€œHill+Knowlton Strategies Appoints Simon Whitehead as New UK CEO,โ€ Hill + Knowlton Strategies, November 27, 2018. Archive URL: https://archive.is/DzSsJ

Actions

December 14, 2023

PEMEX Deer Park Refinery
PEMEX Deer Park Refinery. Source: PEMEX Facebook Account24โ€œTwo year anniversary video from Pemex CEO, Octavio Romero Oropeza,โ€ PEMEX Deer Park Facebook Account, January 20, 2024. Archived .pdf available at DeSmog.

Hill + Knowlton Strategies filed a report under the U.S. Department of Justice Foreign Agent Registration Act in which it described its work for Petrรณleos Mexicanos (PEMEX).25OMB No. 1124-0002; Expires October 31, 2026 Supplemental Statement Pursuant to the Foreign Agents Registration Act of 1938, as amended,โ€ U.S. Department of Justice, received December 29, 2023. Archived February 14, 2024. Archived .pdf available at DeSmog.  In the report, Hill + Knowlton said it created a crisis plan for Deer Park Refining, an oil refinery owned by PEMEX.

November 4, 2022

Over 400 scientists signed a letter calling for Hill + Knowlton to drop its fossil fuel clients in light of news that COP27โ€™s host country, Egypt, had hired the PR firm to help organize COP27 and lead communications for the event.26Dana Drugmand. โ€œโ€˜Drop Fossil Fuels,โ€™ Over 400 Scientists Tell PR Firm Handling UN Climate Talks,โ€ DeSmog, November 4, 2022. The letter was published by the Union for Concerned Scientists and Clean Creatives, an initiative pushing for advertising and PR firms to stop working for fossil fuel companies.27โ€œ400+ scientists to Hill+Knowlton: Drop Fossil Fuels, Make COP27 a Success,โ€ Clean Creatives, November 4, 2022. Archived November 4, 2022. Archive URL: https://archive.is/zOIeB The letter described Hill + Knowltonโ€™s work for the Oil and Gas Climate Initiative, Saudi Aramco, and ExxonMobil as โ€œincompatibleโ€ with its role leading public communications for the United Nations climate talks. 

Hill + Knowlton did not return a request for comment to DeSmog or other publications regarding the letter.28Diana Marszalek. โ€œClimate Scientists Call On H+K To Drop Big Oil,โ€ PRovoke Media, November 4, 2022. Archived November 4, 2022. Archive URL: https://archive.ph/Ifa6d 

October 21, 2022 

Open Democracy reported that Egypt hired Hill + Knowlton Strategies to handle communications for its presidency of COP27, the United Nations climate talks being held in Sharm El Sheik, Egypt in November 2022.29Ben Webster & Lucas Amin. โ€œPR firm accused of greenwashing big oil is helping organise COP27,โ€ OpenDemocracy, October 21, 2022. Archived January 24, 2024. Archive URL: https://archive.ph/epMIQ Mada Masr, an English and Arabic news organization based in Egypt, reported that Timothy Hurst, then Hill + Knowltonโ€™s managing director for the Middle East, Turkey, India, and Africa, was photographed at one of the conferenceโ€™s preparation meetings.30Nada Arafat. โ€œFrom pushing coal to organizing COP, the greenwashing PR firm Egypt has cozied up to,โ€ Mada Masr, November 16, 2022. Archived November 18, 2022. Archive URL: https://archive.ph/ofpz4 

September 28, 2022

In a document filed under the Foreign Agent Registration Act, Hill + Knowlton said Petrรณleos Mexicanos hired it to โ€œdevelop an all-inclusive crisis communication and training plan for Deer Park as reflected in the [Statement of Work].โ€31โ€œOMB No. 1124-0006; Expires July 31, 2023 Exhibit A to Registration Statement Pursuant to the Foreign Agents Registration Act of 1938, as amended,โ€ U.S. Department of Justice, received September 28, 2022. Archived March 1, 2024. Archived .pdf available at DeSmog. Deer Park was an oil refinery owned by Petrรณleos Mexicanos (PEMEX);  a crisis communications plan is a blueprint for how a company should respond in the midst of a public relations crisis.32โ€œCrisis Communications: A guide for oil and gas companies,โ€ Oil & Gas Journal, May 2022. Archived March 6, 2024. Archive URL: https://archive.ph/ixF7E

May 2022

BCW Global, Burson Cohn & Wolfeโ€™s international division, represented General Electric as it announced its โ€œdecarbonization roadmapโ€ with Saudi Aramco. These announcements were part of Saudi Arabia’s “Saudi Vision 2030” and its net zero by 2060 strategy.33(Press Release). HRH Prince Abdulaziz Bin Salman inaugurates GE MENA decarbonization COE,โ€ Zawya, May 19, 2022. Archived July 1, 2022. Archive URL: https://archive.ph/LjSmT 

BCW Global also represented General Electric through its announcement that it was partnering with Shell to decarbonize its liquified natural gas operations in Saudi Arabia by using hydrogen, not natural gas, as fuel.34(Press Release). “GE Gas Power and Shell sign development agreement to collaborate on LNG decarbonization pathway using hydrogen,โ€ Zany, November 7, 2022. Archived November 7, 2022. Archive URL: https://archive.ph/IT3N3 Shell drew criticism in 2021 for its lobbying in the UK to transition the natural gas infrastructure to a hydrogen-based fuel system, which critics noted would not lead to a net zero system in the UK.35Alex King and Sean Benstead.โ€œHow the Hydrogen Lobby Is Greenwashing Fossil Fuel,โ€ Tribune Magazine, June 18, 2021. Archived October 18, 2021. Archive URL:https://archive.ph/yyoyy

2020

From April to July 2020, Saudi Arabia paid Burson Cohn & Wolfe $1.1 million to design an international media strategy for NEOM, a $500 billion futuristic city project launched by the Kingdomโ€™s government.36โ€œExhibits A, B, and Short Form Registration Statements Pursuant to the Foreign Agents Registration Act of 1938, as amendedโ€ (PDF), U.S. Department of Justice, July 2, 2020. Archived September 28, 2020. Archived .pdf on file at DeSmog. NEOM is a project of the Saudi sovereign wealth fund, which has sought to diversify the Saudi Arabian economy. Burson Cohn & Wolfe was hired to sell NEOM in the United States market as the futuristic city project faced questions over feasibility and waning investor interest.37Davide Barbuscia, Saeed Azhar, Stephen Kalin. โ€œSaudi Arabia faces reality check as Wall Street heads to Riyadh,โ€ Reuters, October 24, 2019. Archived November 1, 2019. Archive URL: https://archive.ph/nSzll

In 2017, Cohn & Wolfe began representing NEOM.38โ€œNo โ€˜Khashoggi effectโ€™: Agencies donโ€™t abandon Saudi Arabia despite international outcry,โ€ PR Week, November 7, 2018. Archived July 30, 2021. Archive URL: https://archive.ph/IXAKf Before merging with Cohn & Wolfe in 2018, Burson Marstellar had its own ties to the Saudi Arabian government. In 2017, Burson Marstellar won a public relations contract for the Islamic Military Alliance, a Saudi Arabian initiative referred to as the โ€œIslamic NATO.โ€39โ€œBurson-Marsteller Engaged For Controversial ‘Islamic NATO’ Assignment,โ€ PRovoke Media, May 4, 2017. Archived June 1, 2020. Archive URL: https://archive.is/S9zj1

June 2018

The newly formed 501(c)(4) organization Americans for Carbon Dividends hired Hill + Knowlton to work as its communications team.40Rich Heidorn Jr. โ€œLott, Breaux Join Push for Baker-Schultz CO2 Dividend Plan,โ€ RTO Insider, June 20, 2018. Archived June 21, 2018. Archived .pdf available at DeSmog. Former Senate Majority Leader Trent Lott (R-MS) and former Senator John Breaux (D-LA) launched Americans for Carbon Dividends to generate support for a federal carbon tax and dividend policy, especially among Republicans. Exelon, First Solar, and the American Wind Energy Association funded the group. Americans for Carbon Dividends paid Hill + Knowlton $130,000 in 2018,41โ€œForm 990: Return of Organization Exempt from Income Tax: Americans For Carbon Dividends Inc, 2018โ€ Internal Revenue Service, September 2019. Archived February 9, 2024. Archived .pdf available at DeSmog. and replaced them with a different PR firm in 2019.42โ€œForm 990: Return of Organization Exempt from Income Tax: Americans for Carbon Dividends Inc, 2019,โ€ Internal Revenue Service, September 2020. Archived February 9, 2024. Archived .pdf available at DeSmog.   

2014 

Source: Peabody
Advanced Energy for Life ad created by Burson Marsteller
Source: Peabody43โ€œAdvanced Energy For Life Print Ad,โ€ Peabody, 2014. Archived July 25, 2014.

In 2014, Peabody Energy Corp., the largest private coal company in the world, hired Burson-Marsteller to oppose the EPAโ€™s proposed Clean Power Plan.44Kate Sheppard. โ€œWorld’s Biggest Coal Company, World’s Biggest PR Firm Pair Up To Promote Coal For Poor People,โ€ HuffPost, December 7, 2017. Archived September 2, 2020. Archive URL: https://archive.is/xc3tz Proof Communications, a subsidiary of Burson-Marsteller, created the Advanced Energy for Life campaign promoting the idea of โ€œclean coalโ€ and that continued coal use was essential to ending the โ€œcrisis of global energy poverty.โ€45(Press Release). โ€œAdvanced Energy for Life Campaign Launched to Build Awareness and Support to End “World’s Number One Human and Environmental Crisis” of Global Energy Poverty,โ€ Peabody Energy, February 26, 2014. Archived June 9, 2020. Archive URL: https://archive.is/SLi3p Its website tagline was โ€œSolving energy poverty, fueling global economies and improving the environment through clean coal.โ€ They created the Advanced Energy for Life โ€œClean Coalโ€ awards, which were given to coal plants that were supposedly engaging in carbon capture technology.46โ€œAdvanced Energy for Life,โ€ Advanced Energy for Life. Archived July 24, 2014. Archive URL: https://archive.ph/DKBuO 

The Advanced Energy for Life website, originally registered to Proof managing director Luis Hernandez,47Kate Sheppard. โ€œWorld’s Biggest Coal Company, World’s Biggest PR Firm Pair Up To Promote Coal For Poor People,โ€ HuffPost, December 7, 2017. Archived September 2, 2020. Archive URL: https://archive.is/xc3tz posted video advertisements featuring Southern Company advocating for clean coal and included an opinion piece from economist Roger Bezdek arguing that carbon dioxide is “Profoundly Earth-Friendly.”48โ€œEnvironment and Technology,โ€ Advanced Energy for Life. Archived July 24, 2014. Archive URL: https://archive.ph/DKBuO The website also included a call to action where people could send comments to the EPA requesting that proposed coal plant regulations be scrapped.49โ€œJoin Our Campaign,โ€ Advanced Energy for Life. Archived July 24, 2016. Archive URL: https://archive.is/HoKgj This webpage said that the solution was more coal power plants, not fewer: โ€œEvery large, new supercritical plant delivers the equivalent carbon benefit of removing one million cars from the road,โ€ read the page, referring to the most recent coal plant technology. 

The campaign recruited spokespeople who were billed as environmental leaders, including former EPA administrator Jeff Holmstead. Proof Communications described him as โ€œone of the nation’s climate change leaders,โ€50โ€œEnvironment and Technology,โ€ Advanced Energy for Life. Archived July 24, 2014. Archive URL: https://archive.ph/DKBuO but Holmstead was a coal lobbyist and had overseen the rollback of industry regulations during his tenure in the George W. Bush administration. 

The advertisements were featured in the United States, the UK, and across Europe. The UK Advertising Standards Authority found the Advanced Energy for Life advertisements โ€œmisleadingโ€ and ordered Peabody to stop publishing them after the World Wildlife Fund filed a complaint against the ads for obscuring the environmental damage caused by coal.51Derek Urbaniak. โ€œAdvertising Standards Authority rules Peabodyโ€™s โ€˜clean coalโ€™ ad misleading,โ€ The Guardian, August 26, 2014. Archived August 27, 2014. Archive URL: https://archive.is/05N6G

2009

Eureka America's Natural Gas Alliance ad
National Journal October 3, 2009 Source: Media Radar
America's Natural Gas Alliance ad, run by Hill + Knowlton in National Journal
National Journal, July 4, 2009 – Source: Media Radar

Hill + Knowlton launched and built52[Press Release]. โ€œHill+Knowlton Strategies Alumnus Michael Kehs Named US Energy Practice Leader and Houston Office GM,โ€ Business Wire, March 12, 2014. Archived March 6, 2024. Archive URL: https://archive.ph/z3iSq Americaโ€™s Natural Gas Alliance,53โ€œBronwyn Wallace: Managing Director,โ€ Hill + Knowlton Strategies, Archived December 2, 2020. Archive URL: https://archive.is/l8NgI a gas industry group formed to block the 2009 cap-and-trade climate bill from becoming law.54Ben Casselman. โ€œGas Industry Girds to Fight in the Senate Over Climate,โ€ The Wall Street Journal, August 21, 2009. Archived September 16, 2015. Archive URL: https://archive.is/2RNIc Anadarko Petroleum, Chesapeake Energy, XTO Energy, Devon Energy, and other large gas companies pledged approximately $80 million to fund Americaโ€™s Natural Gas Alliance (ANGA). ANGA ran full-page advertisements in The Washington Post, National Journal, The Hill, and POLITICO, and half-page ads in The New York Times and The Wall Street Journal claiming that increased use of natural gas could halve U.S. emissions.55Creative Cheat Sheet: Americaโ€™s Natural Gas Alliance,โ€ Media Radar, 2009. Archived .pdf available at DeSmog. In September 2009, Adweek reported that other WPP agencies were also working on ANGAโ€™s advertising and lobbying efforts.56Noreen Oโ€™Leary. โ€œGrey Energizes America’s Natural Gas Alliance,โ€ Adweek, September 17, 2009. Archived August 24, 2017.Archive URL: https://archive.is/NY6L6 Grey was named as the lead advertising agency, with Hill + Knowlton conducting public relations for ANGA. Hill + Knowlton subsidiary Wexler + Walker lobbied for ANGA;57Jim Snyder. โ€œNatural-gas companies challenge coal industry on climate change bill,โ€ The Hill, July 29, 2009. Archived February 14, 2024. Archive URL: https://archive.ph/AnHwq in 2009 ANGA paid the lobbying shop $1.22 million.58Client Profile: America’s Natural Gas Alliance,” Open Secrets, 2009. Archived February 24, 2024. Archive URL: https://archive.is/4kQRT

America's Natural Gas Alliance ad in the Wall Street Journal
Source: Media Radar. Wall Street Journal, July 21, 2009

2006

In 2008, Burson-Marsteller won the Jack Felton Golden Ruler Award along with the Shell communications team and A Brink & Company for its 2006 campaign to improve Shellโ€™s brand image.59โ€œShell Oil Program to Receive Golden Ruler Award at Summit on Measurement,โ€ Institute for Public Relations, September 18, 2008. Archived October 17, 2008. Archive URL: https://archive.ph/YMEyw The award submission detailed how Burson-Marsteller was brought in to improve Shell Oilโ€™s โ€œreputational crisisโ€ as high oil prices led to outpourings of public anger at oil companies and the U.S. Senate summoned Shellโ€™s U.S. President to appear before the chamber.60The U.S. Communication Team of Shell Oil Company, with Burson-Marsteller and A Brink & Company. โ€œJack Fenton Golden Ruler Award Entry: A National Dialogue on Energy Security,โ€ 2008. Archived April 10, 2023. Archived .pdf on file at DeSmog. The campaign had a specific goal: stave off proposed legislation for an oil profits windfall tax.61โ€œOil executives to defend record profits,โ€ NBC, November 2, 2005. Archived October 22, 2021. Archive URL: https://archive.is/sDOoZ

Burson-Marsteller helped Shell Oil do just that with โ€œA National Dialogue on Energy Security,โ€ a PR campaign which featured the US President of Shell Oil going to all 50 states to meet with business and community leaders to โ€œto counter the ‘big oil’ image with a human, face-to-face campaign.โ€ Burson-Marsteller invited influential people to these town hall meetings, where participants were asked how they thought the United States should increase its oil supply. These survey responses were compiled into a booklet which was shared with policymakers and the US Chamber of Commerce in February 2008.62The U.S. Communication Team of Shell Oil Company, with Burson-Marsteller and A Brink & Company. โ€œJack Fenton Golden Ruler Award Entry: A National Dialogue on Energy Security,โ€ 2008. Archived April 10, 2023. Archived .pdf on file at DeSmog.

The campaign found that at the beginning of the tour, Shell had a favorability rating of 48 percent with the American people “among those aware of the tour”; following the tour that increased to 61 percent. The award submission noted that NGOs in particular were more likely to label Shell as โ€œenvironmentally soundโ€ following the tour. Shellโ€™s messaging also found its way into political discourse. The award submission ends with โ€œmost important, the key messages, including access to domestic supplies, diversity of fuel sources, and the need to moderate demand, have been increasingly picked up in key discussions among elected officials and other influencers.โ€63The U.S. Communication Team of Shell Oil Company, with Burson-Marsteller and A Brink & Company. โ€œJack Fenton Golden Ruler Award Entry: A National Dialogue on Energy Security,โ€ 2008. Archived April 10, 2023. Archived .pdf on file at DeSmog.

2002

As the government of Canadian Prime Minister Jean Chrรฉtien prepared to ratify the Kyoto Protocol, Burson-Marsteller’s Canadian subsidiary National Public Relations was hired by Canadian industrial groups64โ€œCoalition members,โ€ Canadian Coalition for Responsible Environmental Solutions. Archived April 7, 2003. Archived .pdf on file at DeSmog. to fight against the ratification.65Zoe Cormier. โ€œFighting Dirty,โ€ THIS Magazine, September/October 2006. Archived July 3, 2007. Archive URL: https://archive.is/jLjB7 National Public Relations created the Canadian Coalition for Responsible Environmental Solutions (CCRES) to lobby Canadian leaders and turn public opinion against ratification of the Kyoto Protocol.66โ€œRegistration – Consultant: CANADIAN COALITION FOR RESPONSIBLE ENVIRONMENTAL SOLUTIONS / DOUGLAS BLACK, Consultant,โ€ Officer of the Commissioner of Lobbying of Canada. Archived July 30, 2017. Archive URL: https://archive.is/UtwNQ When CCRES was launched, public opinion polls showed a majority of Canadians supported the Kyoto Protocol.67โ€œAlberta launches campaign against Kyoto,โ€ CBC News, September 18, 2002. Archived April 15, 2005. Archive URL: https://archive.is/sjjXg According to a filing with the Office of the Commissioner of Lobbying of Canada, the Canadian Association of Petroleum Producers, the Canadian Council of Chief Executives, and the Canadian Manufacturers and Exporters directly controlled CCRES.68โ€œRegistration – Consultant: CANADIAN COALITION FOR RESPONSIBLE ENVIRONMENTAL SOLUTIONS / DOUGLAS BLACK, Consultant,โ€ Officer of the Commissioner of Lobbying of Canada. Archived July 30, 2017. Archive URL: https://archive.is/UtwNQ Using the tagline โ€œMade in Canada,โ€ CCRES advocated for voluntary greenhouse gas emissions reductions as an alternative to ratifying the Kyoto Protocol. For several weeks CCRES ran a TV and radio ad campaign which advertising executives estimated cost $225,000 a week and which was funded almost entirely by the coalitionโ€™s oil industry members.69Hugh Windsor. โ€œOil patch candour needed on ad campaign,โ€ The Globe and Mail, November 13, 2002. Archived April 17, 2023. Archive URL: https://archive.is/PcGOb Earned media placements were part of the campaign as well. Coalition leaders such as Nancy Hughes Anthony, the president of the Canadian Chamber of Commerce, and Tom Dโ€™Aquino of the Canadian Council of Chief Executives were interviewed by the Canadian public broadcasting service saying that implementing Kyoto would destroy the economy and lead to 200,000 job cuts.70โ€œCanadian business bashes Kyoto as destructive,โ€ CBC News, September 26, 2002. Archived March 13, 2014. Archive URL: https://archive.is/EfzpY

Guy Giorno, a National PR staffer, organized a dinner between members of CCRES and the Conservative Party.71Josh Matlow. โ€œBIG OIL’S KYOTO PARTY,โ€ Now Toronto News, October 24, 2002. Archived February 23, 2003. Archive URL: https://archive.is/LcREP Giorno followed up with each member of parliament with an email suggesting how they should describe the Kyoto Protocol in op-eds or in letters to their constituents, according to James J. Bradley, a member of the Ontario Legislative Assembly who received the email.72โ€œLegislative Assembly of Ontario: October 17, 2002,โ€ Legislative Assembly of Ontario, October 17, 2002. Archived April 15, 2003. Archive URL: https://archive.is/JiVPW

1998

In 1998, as California and Washington state prepared to enact tough emission standards on cars, Burson-Marsteller was hired by auto manufacturers and the California Chamber of Commerce to fight a proposal that the same emissions standards apply to light trucks.73 Keith Bradsher. โ€œLight Trucks Face Tougher Air Standards,โ€ The New York Times, November 3rd, 1998. Archived May 27, 2015. Archive URL: https://archive.is/byt0r As part of this campaign, Burson-Marsteller created Californians for Realistic Vehicle Standards, a group run out of the offices of the California Chamber of Commerce. Californians for Realistic Vehicle Standardsโ€™ phone number was the same as Burson-Marsteller’s office in Sacramento.74 Keith Bradsher. โ€œLight Trucks Face Tougher Air Standards,โ€ The New York Times, November 3rd, 1998. Archived May 27, 2015. Archive URL: https://archive.is/byt0r A National Resources Defense Council analysis of the discrepancy between automakersโ€™ estimated costs of compliance with California Air Resources Boardโ€™s emissions standards and the actual costs found that Californians for Realistic Vehicle Standards estimated that to comply with Californiaโ€™s LEV II program would cost $7,000 per vehicle and result in 33 percent fewer full-sized vehicles available to consumers. In comparison, the California Air Resources Board estimated the cost of compliance per vehicle to be $206.75Roland Hwang and Matt Peak. โ€œInnovation and Regulation in the Automobile Sector,โ€ the National Resources Defense Council, April 2006. Archived January 19, 2017. Archived .pdf on file at DeSmog.

1995 

In 1995, the American Petroleum Institute and other trade associations tied to the fossil fuel industry hired Burson-Marsteller to fight stricter air quality regulations proposed by the Environmental Protection Agency.76Jo Warrick. โ€œA Dust-Up Over Air Pollution Standards,โ€ The Washington Post, June 17, 1997. Archived April 16, 2023. Archive URL:  https://archive.is/AbtgN As part of this campaign, Burson-Marsteller created the Foundation for Clean Air Progress (FCAP), a group which positioned itself as “a non-profit, nonpartisan organization that was formed in 1995 to provide public education and information about air quality progress.”77โ€œAbout,โ€ Foundation for Clean Air Progress. Archived April 12, 1999. Archived copy available on Document Cloud. However, its operations were run entirely from Burson-Marstellerโ€™s offices.78Jo Warrick. โ€œA Dust-Up Over Air Pollution Standards,โ€ The Washington Post, June 17, 1997. Archived April 16, 2023. Archive URL:  https://archive.is/AbtgN The American Farm Bureau Foundation, the National Association of Manufacturers, the Petroleum Marketers Association of America, and the U.S. Chamber of Commerce were all members of FCAP, and their represented industries stood to bear the brunt of the $6 billion price tag for following the EPAโ€™s ozone regulations.79Jo Warrick. โ€œA Dust-Up Over Air Pollution Standards,โ€ The Washington Post, June 17, 1997. Archived April 16, 2023. Archive URL:  https://archive.is/AbtgN

Burson-Marsteller created TV and radio ads attributed to FCAP in the battle over EPAโ€™s air pollution regulations. Burson-Marsteller also heavily publicized studies commissioned by FCAP showing that air quality was improving; articles discussing these studies showed up in local papers across the country in the late 1990s.80โ€œGeorgia’s air cleaner than expected,โ€ Atlanta Business Chronicle, May 20, 1997. Archived November 3, 2002. Archive URL: https://archive.ph/5UjCQ In one op-ed published in the Connecticut Insider in 2001, FCAPโ€™s president Bill Fay wrote:

 โ€œFurther evidence of the public’s misperception of our actual environmental status is a 1999 Roper poll that showed 56 percent of Americans fear that the next decade may be the last chance to ‘save the Earth from an environmental catastrophe.’ Clearly, the alarmists have dominated the public dialogue. What is absent from the debate is a balanced picture of both accomplishments and needed improvements still to be implemented.โ€

81Bill Fay. โ€œAtmosphere gets cleaner every day,โ€ CT Insider, February 1, 2001. Archived April 17, 2023. Archive URL: https://archive.is/5dy4Q

FCAPโ€™s website even included a section where teachers could find lesson plans on air pollution, which announced that โ€œThe Foundation for Clean Air Progress provides teachers with the tools and resources they need to present air pollution lesson plans to all age groups – from kindergarten to high school.โ€82โ€œAir Pollution Lesson Plan,โ€ Foundation for Clean Air Progress, February 24, 2008. Archived February 24, 2008. Archive URL: https://archive.ph/AtZup FCAP often asserted that air quality had been improving over the previous 20 years, so additional regulations were not only unnecessary but costly to businesses.83โ€œStudies and Statistics,โ€ Foundation for Clean Air Progress, 1999. Archived August 19, 2000. Archive URL: https://archive.ph/TS7iH FCAP was active through 2008.

April 1994

Along with the PR firm APCO Worldwide, Burson Marstellar was hired to help organize The Advancement of Sound Science Coalition, a Philip Morris front group established to question the link between smoking and cancer.84Matthew Winokur. โ€œโ€˜Sound Scienceโ€™ email to Karen Tilley,โ€ Legacy Tobacco Documents Library, University of California, San Francisco, April 20, 1994. Archived October 22, 2014. Archive URL: https://archive.ph/YHjqn/image

December 1994

In December 1994, Burson-Marsteller executive Thomas J. Mosser was killed when a package delivered to his home exploded.85Pierre Thomas and Benjamin Weiser. โ€œReputed ‘Manifesto’ Recovered,โ€ The Washington Post, April 13, 1996. Archived September 29, 2000. Archive URL: https://archive.is/bEj4c Ted Kaczynski, also known as the Unabomber, confessed to the murder in 1995.  Kaczynski said he murdered Mosser because he worked for Burson-Marsteller, and incorrectly asserted that the PR firm had cleaned up Exxonโ€™s image after the Valdez oil spill in 1989.86Neil MacFarquhar. โ€œOne focus of inquiry: the selection of targets,โ€ The New York Times, April 8, 1996. Archived March 27, 2013. Archive URL: https://archive.is/LPGAl Burson-Marsteller responded to Kaczynskiโ€™s claims, saying that it had worked with Exxon in the past but did not advise the oil company in the wake of the Valdez oil spill.87Neil MacFarquhar. โ€œOne focus of inquiry: the selection of targets,โ€ The New York Times, April 8, 1996. Archived March 27, 2013. Archive URL: https://archive.is/LPGAl

1993 

In 1993, a division of Burson-Marsteller called the Advocacy Communications Team organized a public relations campaign to defeat a proposed BTU tax, which would have reduced greenhouse gas emissions.88Michael Wines. โ€œTax’s Demise Illustrates First Rule Of Lobbying: Work, Work, Work,โ€  The New York Times, June 14, 1993. Archived February 5, 2012. Archive URL: https://archive.is/2CVMQ A few weeks after proposing a tax on fuel based on how many British Thermal Units (BTU) of energy were sold, President Bill Clinton announced a program to reduce the United Statesโ€™ emissions to 1990 levels by 2000.89David E. Rosenbaum. โ€œClinton Backs Off Plan for New Tax on Heat in Fuels,โ€ The New York Times, June 9, 1993. Archived May 16, 2015. Archive URL: https://archive.ph/Ermfd With funding from the National Association of Manufacturers, the American Petroleum Institute, and the U.S. Chamber of Commerce, Burson-Marsteller created the American Energy Alliance to oppose the BTU tax. Like other astroturf organizations, it signed up other members to give the appearance of a broader coalition, rather than just representing industry interests.

In order to persuade Democrats on the Senate Finance Committee to oppose the BTU tax, Burson-Marsteller sent more than 45 staff members to 23 states to drum up opposition to the proposed tax.90Michael Duffy. โ€œI Hear You, I Hear You,โ€ Time, June 21, 1993. Archived April 16, 2023. Archive URL: https://archive.is/HzGO9 These Burson-Marsteller staffers sent anti-BTU editorials to local newspapers, helped school boards calculate their tax burden if the BTU tax became law, and organized press conferences to publicize the results of studies commissioned by Burson-Marsteller showing that the tax would lead to job losses. Burson-Marsteller also ran advertisements featuring local businesses opposing the tax. 

“Ten years ago, you could have used 10 to 15 lobbyists to kill this thing on Capitol Hill,” Jim McAvoy, senior vice-president of Burson-Marsteller’s Advocacy Communications Team, told Time Magazine in 1993. “Now you have to hire 45 people and send them to 23 states. That’s because all the noise is supposed to have more credibility. Lawmakers have to hear it echoed from the folks back home.”91Michael Duffy. โ€œI Hear You, I Hear You,โ€ TIME Magazine, June 21, 1993. Archived April 16, 2023. Archive URL: https://archive.is/4EIR2

Burson-Marstellerโ€™s strategy to target vulnerable Senate Democrats worked; the BTU tax passed the House of Representatives but died in the Senate.92David E. Rosenbaum. โ€œClinton Backs Off Plan for New Tax on Heat in Fuels,โ€ The New York Times, June 9, 1993. Archived May 16, 2015. Archive URL: https://archive.ph/Ermfd

Awards Won

  • WPP โ€” Parent organization.
  • National PR โ€” Canadian subsidiary.
  • Proof Communications โ€” Subsidiary.

Contact & Address

Website: https://bcw-global.com

https://hillandknowlton.com/

US Phone Number: +1 212-798-9700

BCW New York Address:
200 Fifth Avenue
New York, NY 10010

+1 212 601-3000

Social Media

Other Resources

Advertising Watchdog Says Peabody Energy ‘Clean Coal’ Advert Was Misleading

Drilled Season 3 Episode 7: John Hill and the Tobacco-Oil-Plastic Triangle

Sourcewatch: Foundation for Clean Air Progress 

Resources

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