WASHINGTON, D.C.—Direct Impact, the grassroots campaign subsidiary of Burson-Marsteller, has announced a new leadership structure, with DI founders John Brady and Tom Herrity forming an office of the chairmen, while Craig Veith has been named president and chief executive officer, responsible for the day-to-day operation and growth of the business. 

“Tom and I are absolutely committed to the future of DI and we will continue to provide leadership and strategic direction for the firm,” says Brady. “At the same time, we both wanted to spend more of our time on some of our other interests. For us, this is great because it allows us to do that and still be actively involved in the company.”

Before joining Direct Impact, Veith was chairman of the U.S. media practice at Burson-Marsteller, where he developed and implemented integrated campaigns for clients in the fields of transportation, telecommunications, environment, energy, international trade, agriculture, and utility services. He worked with Monsanto on the biotech safety issue and Bethlehem Steel in its battle against steel imports.

During the 1996 congressional election cycle, Veith was communications director for the National Republican Congressional Committee.  He also served as press secretary for Congressman Mickey Edwards (R-Ok) and communications director for the House Republican Policy Committee.

“Increasingly, clients are calling for truly local execution as a key element for national campaigns,” said Veith. “Our unique outreach capability is already built and enables us to launch locally conceived and implemented grassroots campaigns quickly and cost-effectively.”

Best known for its work in the political and public affairs arena, Direct Impact has expanded since its acquisition by Burson-Marsteller into grassroots marketing and other corporate communications programming.