PR Shop M Booth Taps Ketchum's Dale Bornstein As CEO

Appointment Signals Continued Emphasis on Global

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Dale Bornstein
Dale Bornstein

Dale Bornstein, senior partner and director-global practices at Omnicom's Ketchum, will succeed Margi Booth as CEO of New York-based consumer PR shop M Booth.

Ms. Booth, who founded the shop in 1984, will assume the role of chairman and will continue to be "hands-on," she told Ad Age. Both she and Ms. Bornstein will report directly to Tim Dyson, CEO of parent company Next Fifteen.

"After 25 years of running this company it's important to get terrific leadership like Dale Bornstein to come help the company achieve its next level," said Ms. Booth. "We need fresh thinking in an ever-changing landscape."

Ketchum was not immediately available to comment.

Next Fifteen acquired M Booth in 2009, filling a consumer void in the holding company's tech-heavy roster of shops, which include Bite, The OutCast Agency and Text 100, among others. M Booth is known for its work with food and spirits, consumer packaged-goods and retail brands, among others.

The move to bring in a global executive like Ms. Bornstein signals a continued focus on making M Booth a more global shop. The existing strategy has been to partner with international Next Fifteen shops like U.K.-based Lexis PR, but the goal, said Ms. Booth, is to open M Booth offices abroad.

"We want to expand globally and Dale is in a perfect position to do that," she said.

Most recently, Ms. Bornstein oversaw all of Ketchum's global practices and networks. She was also a manager of Ketchum Sports and Entertainment.

M Booth clients include American Express, GE, Unilever and Google, among others.

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