Burson-Marsteller Award

Awarding consulting excellence

The Burson-Marsteller Award for Consulting Excellence recognizes the relevance of a rigorous approach in communication management advising and it is presented at each graduation to the team with the capstone consulting project of the highest academic standing. Recipients of the Burson-Marsteller Award exemplify the excellence for which the EMScom program strives and the industry standards so highly valued by Burson-Marsteller.



 

 


Winners of the Burson-Marsteller Award:

ENABLING SUSTAINABLE GROWTH: By turning employees into ambassadors and key opinion formers into advocates of the Unilever Sustainable Living Plan

Company
Unilever
Year
2015
Edition EMScom16
Participants
Carolin Hoyer, Daniel Schaltegger, René Felder, Roberta Buzio
Description
Unilever is one of the world’s leading suppliers of fast-moving consumer goods. The company’s strategy is built to achieve the purpose of ‘making sustainable living commonplace’. Social and environmental ambitions are defined through the Unilever Sustainable Living Plan (USLP), which helps the business to de-couple growth from environmental impact while at the same time increasing its positive social impact. One of the principles of the USLP is that its overall objectives cannot be achieved by Unilever acting alone. It can only be driven through dialogue with key constituencies like employees and external stakeholders. In this spirit, Unilever gave a mandate to the EMScom consulting group to further improve the perception and engagement levels towards the USLP amongst employees and key opinion formers in Germany, Austria and Switzerland. The EMScom consulting group identified key issues and opportunities to this objective through an analysis of the research carried out between February and July 2015. In the report, the EMScom consulting group presents a set of recommendations that address the identified issues and opportunities to help Unilever achieve their ambition of sustainable growth.

The organizational identity of Pro Senectute – laying the strategic foundation for a successful rebranding

Company
Pro Senectute
Year
2014
Edition EMScom15
Participants
Liliana Becerra, Kathrin Gasser, Gilda Schertenleib, Sauty Omar Timtey
Description
Pro Senectute is a Swiss nonprofit organization, serving the aged since 1917. In 2013, the organization developed a four-year plan, envisioning a stronger focus on the older people, their relatives and the broader public. The main objectives of the project were to reveal the identity of Pro Senectute, analyze the brand landscape and current position of Pro Senectute and provide strategic recommendations for the rebranding.

Taking the Six-Point Agenda to the Next Level. Measuring, Managing and Monitoring Reputation for the Nigeria Customs Service

Company
Nigeria Customs Service
Year
2013
Edition EMScom14
Participants
Adewale Adeniyi Katja Linssen Lukas Baumgartner Mar Masson
Description
The EMScom consulting project group identified the key-drivers of reputation regarding NCS among its key stakeholders, and their perception of NCS’s reputation. The team also identified issues and reputation attributes relevant to all key stakeholders and created a dashboard to monitor and manage NCS’s reputation.

Raising Bonnier´s Attractiveness for Digital Talents

Company
Bonnier
Year
2012
Edition EMScom13
Participants
Donatus Grütter, Bodil Ericsson Torp, Mary Mwendwa, Sascha Weisshaupt, Lukas Widmer
Description
The EMScom consulting group was asked to raise Bonnier’s attractiveness as an employer for digital talents in the Swedish market. Bonnier needs these talents to be able to thrive as a digital business within the media industry.

The financial risk of carbon: A fast-track communication strategy to establish the carbon risk in the financial market

Company
Greenpeace
Year
2011
Edition EMScom12
Participants
Samuel Eckstein, Christine Griese, Börs Brita Westelius, Matthias Wüthrich
Description
The MScom consulting group for Greenpeace proposes a communication strategy which targets the global financial market with the aim to establish the notion that significant risk is attached to current carbon-intensive investments. The underlying idea is that a change in the global investment climate of the financial market has the potential to fast-track global actions towards the climate-change issue. Thus, it is important to influence a main audience in such a manner that the risks connected with high-carbon investments affect their investment models substantially, leading actors to reduce their investments in such industries.

Strategic Global Recruitiing through students life cycle relationship management

Company
Copenhagen Business School
Year
2010
Edition EMScom11
Participants
Christoph Brunner, Cristina Elia, Janie Huus Tange, Barbara Paulsen Gysin, Daniele Pelliciardi, Vivienne Rassaerts
Description
Copenhagen Business School wants to attract more non-European, full-degree students. In order to continue its long tradition of internationalisation, CBS needs to improve its international communication in a world where fierce competition is as a real as aggressive marketing presence.
News release

Loewe

Company
Loewe
Year
2009
Edition EMScom10
Participants
Athos Del Ponte, Sukanti Ghosh, Ernst Larsen, Lisa Schilling, Ancilla Schmidhauser
Description
Loewe, the leading home entertainment brand in the premium sector in Germany, currently has aspirations to become the dominant player in Europe and selected metros around the world. This consulting project seeks to provide Loewe with the necessary inputs to develop a successful, sustainable international brand.
News release

Strategic stakeholder relationship and issue management - a communication case for DSM Functional Food

Company
DSM
Year
2008
Edition EMScom9
Participants
Daniela Meyer, Dorothée Braun, Audrone Mazeikaite, Ines Najorka, Jacqueline Oertli, Susanne Schluckebier
Description
The original project scope for the MScom team was to develop an integrated stakeholder communication strategy for a FF umbrella brand intended to be launched. In the course of the first quarter, DSM’s umbrella brand initiative took a different turn, resulting in the postponement of the original launch date, alterations to the original brand briefs and organizational changes. The MScom team adapted its task to deliver a stakeholder and issues analysis on the basis of which a FF communication case could be built.
News release

Around the World with Solar Impulse: New perspectives for a successful communication

Company
Solar Impulse
Year
2007
Edition EMScom8
Participants
Jérôme Puginier, Martine Ruprecht, Vincent Monnier, Gabriela Cotti Musio, Helena Jansen, Jessica Walther
Description
After having successfully accomplished the round-the-world flight in 1999 with Breitling Orbiter, Bertrand Piccard was working on the new challenge of circumnavigating earth with a plane powered only by rays of sunlight. This project, in Piccard’s view, presented an opportunity to promote the idea that the technology exists to develop more environmentally- friendly means of mobility. The aim of the MScom consulting project was to develop a strategy to convey this message. An important starting point of the project was the definition of the sender. On one side Piccard has strong commercial sponsors and on the other side he works with EPFL, one of the most prestigious academic scientific institutions in Switzerland. The scope of the message that Piccard sought to convey required that the communication roles of the commercial and institutional (current and potential) stakeholders be well defined.
News release

Brand selection criteria in the hearing aid market

Company
Phonak Group
Year
2007
Edition EMScom8
Participants
Nicholas Bloch, Jon Bollman, Stefanie Lauber, Christoph Ottiger, Ina Reinecke
Description
This project framed an understanding the dispensers’ brand selection criteria to effectively steer marketing and communication decisions for hearing aid brands of the Phonak Group.
News release

An investigation of SF

Company
Schweizer Fernsehen
Year
2006
Edition EMScom7
Participants
Patricia Goldschmid, Markus Helbling, Rolf Helfenstein, Corinne Lo Verdi, Thomas Lutz Walter, Claudine Marty
Description
This project, winner of the Burson-Marsteller Award for Academic Excellence, provided communications strategy recommendations addressing key opinion leaders of Schweizer Fernsehen (SF), the leading television broadcaster in the German-speaking part of Switzerland. The project included an analysis of SF’s reputation among leading representatives of important stakeholder groups. As a public service broadcaster, SF is largely financed (70 percent) through public fees. SF’s mission is to produce programs attractive to a broad audience. Embedded in the complex organizational structure of the Swiss Broadcasting Corporation (SRG SSR idée suisse), SF faces several challenges. A large number of players influence decision making in this competitive business environment. In order to operate effectively in this highly regulated broadcasting environment, support from its stakeholders is essential.
News release

USI: Strategy for future success - a communicator’s perspective

Company
Università della Svizzera italiana
Year
2004
Edition EMScom6
Participants
Heinz Brodbeck, Martin Fricker, Volker Kadow, Hansulrich Locher, Martine Reymond, Cordula Rieger
Description
Based on thorough research, the project described the desired identity of Università della Svizzera italiana (USI) as seen by its “dominant coalition: the perceived identity of USI in the eyes of its relevant internal stakeholders, including awareness and reputation in the relevant markets served.