NEW YORK — WPP firm Burson-Marsteller, best known for its ‘evidence-based’ approach to communications, is repositioning to garner more attention for its creativity and integrated style.

The firm unveiled its “Being More” positioning as part of its 60th anniversary, adding to its longtime tagline “Ideas-driven, results-oriented, evidence-based.” The new tag is meant to reflect the changes that have gripped the PR sector over the last several years: content creation; integration; the digital and social revolution; and data analytics, said Burson’s worldwide chair and CEO Don Baer.

“This is what we’ve been doing for the last several years,” Baer said. “‘[The new tagline] helps us organize around ‘Being More’ internally, but it’s always been part of our DNA.”

To reinforce this, the agency is rolling out several new initiatives over the next several months: a thought-leadership series on critical issues; a global employee training that emphasizes more creative, digital savvy and growth-focused skills, as well as appointing a new MD of global talent development; and a worldwide strategic leadership team made up of creative leaders to advise clients -- many of whom won’t be full-time Burson employees. So far, Jennifer Maguire Isham, a former president of the Tribeca Film Festival in New York City, has joined the leadership team.

To promote its new positioning, Burson plans to “do it the way we always do it -- one client at a time. We reach out, we open doors,” Baer said, noting its "Conversations" leadership series will also play a role in this. “The kind of people we’re trying to reach are decision makers-- not broad consumers.”