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FORMER AD AGENCY CHIEF NAMED TO STATE DEPARTMENT

New Kind of 'Branded' Diplomacy Planned

By Published on .

WASHINGTON (AdAge.com) -- President Bush has named recently departed J. Walter Thompson chairman Charlotte Beers to be undersecretary of public
Photo: AP..
Charlotte Beers
diplomacy, a move that puts her atop the State Department's press and information apparatus and makes her one of only six undersecretaries in the department.

Ms. Beers, whose post needs Senate confirmation, will replace Democrat Evelyn S. Lieberman, who left at the end of the Clinton administration. Ms. Beers served on the board of what was then Gulfstream Aviation with Colin Powell, who now is secretary of state.

Selling the U.S. brand?
A week and a half ago Mr. Powell, testifying before the House Budget Committee, offered a hint of the changes he wanted Ms. Beers to bring.

"I am going to bring people into the public diplomacy function of the department who are going to change from just selling us in old USIA [U.S. Information Agency] way to really branding foreign policy, branding the department, marketing the department, marketing American values to the world, and not just putting out pamphlets," he said.

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