The Bush administration has appointed Charlotte Beers, recently departed chair of ad network J Walter Thompson, as the new under secretary of public diplomacy to replace Democrat appointee Evelyn S Lieberman.

Beers, whose new post is subject to Senate approval, takes charge of the State Department’s press and information arm.

Secretary of state Colin Powell, with whom Beers worked when she was on the board of Gulfstream Aviation, gave some idea of how he envisaged the new under secretary’s role when testifying before the House Budget Committee recently.

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

News source: Advertising Age - Daily Deadline