D.C. Insider to Follow Beers at State Dept.

WASHINGTON, D.C. Margaret Tutwiler, the former ambassador to Morocco, was nominated on Tuesday to succeed Charlotte Beers as Under Secretary of State for Public Diplomacy.

If confirmed by the U.S. Senate, Tutwiler, who was a White House advisor to President Bush in 2001, will take charge of the State Department’s communications efforts to improve America’s image, particularly in the Muslim world. She is expected to place less emphasis on paid advertising and more on public relations, sources said.

Unlike the previous holder of that post, former advertising executive Charlotte Beers, Tutwiler is considered a Washington insider with experience in Republican politics, having worked for George H.W. Bush in 1978 in his first campaign for the White House.

Beers resigned from the position in March for health reasons. Under her watch, the State Department produced the “Shared Values” campaign, with work done by New York Interpublic Group shop McCann-Erickson. That effort featured a video about how American Muslims favorably viewed the United States.