Diana Marszalek 26 May 2021 // 8:19PM GMT
NEW YORK — BCW has added two executive VPs — Beth Marrano and Gabriela Lechin — to strengthen its earned-plus offering.
As executive VP of integrated client solutions, Marrano will lead the agency’s Key Client Partner program, with specific focus on bringing earned-plus solutions to several of BCW’s marquee clients.
Before BCW, Marrano (pictured) was with Publicis, where she spent the last six years as executive VP, client lead and head of account management. She brings expertise in developing data-driven integrated campaigns, with a focus on digital experience; branded content; digital innovation, advertising, and social media; corporate social responsibility; and new product launches.
Lechin is responsible for deepening BCW’s earned-plus offering and leading West Coast talent and clients. Lechin most recently was chief communications officer of Birmingham Technologies, where she built a corporate communications function. She brings more than 20 years of experience in integrated communications, branding, government relations and crisis management, in addition to technology.
“These talented women bring deep experience in integrated communications, which delivers more value and greater impact than earned-only or even earned-first communications,” said global CEO Donna Imperato. “Earned-plus, which we deliver across all practices, provides the value of earned media with the extended reach of paid. When you combine that with creativity, technology and digital solutions, you undoubtedly reach an entire ecosystem of stakeholders with optimum impact to deliver a measurable ROI.”
Last week, BCW announced the restructuring of its North American leadership following the departure of North American president Chris Foster, who has been named CEO of Omnicom Public Relations Group. Brooke Hovey, BCW’s global chief growth officer, will take over as interim president of BCW North America. In addition, South/West president Teresa Henderson is elevated to chief operating officer of North America.