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[Home](/)[Global](/)[Insights](/insights/search?location=global)The Student and the Soccer Mom Aren't So Different After All
[Consumer & Brand](/insights/search?topic=consumer-brand)
# The Student and the Soccer Mom Aren't So Different After All
By[Allison Cirullo](/leaders/global/allison-cirullo)DateJune 18, 2026Share
A 45-year old mom and an 18-year old college student walk into the same stadium. Same merch. Same seat section. Same encyclopedic knowledge of every Taylor Swift verse from Fearless to The Life of a Showgirl. By every traditional targeting metric, they’re nothing alike. Culturally, they’ll swap friendship bracelets until the lights come up.
That gap between how brands segment people and how people actually see themselves is often where relevance gets lost. It's a question worth sitting with next week in Cannes, where the boldest campaigns are celebrated and the ideas that actually meant something inspire the next season of work. Nowhere is the question of how brands earn (and keep) a legitimate place in culture more debated or discussed.
The industry has made real progress here. Brands swarm audiences based on audience affinities or passions, acknowledging that shared interests matter more than shared zip codes or age brackets. But affinity groups still operate on the surface. They tell you someone likes fitness or travel or wellness. They don’t tell you which specific subculture of that community they belong to, how they talk about it or when a brand’s participation would feel earned versus opportunistic.
The brands that win flip the starting point. They start inside the communities their audiences already belong to and find where the brand has genuinely earned the right to show up because they have something to add. The key word is earned. A brand doesn’t get to decide it belongs in a cultural space. The community does. And audiences, especially younger ones, have an almost preternatural ability to detect when a brand is performing belonging rather than actually belonging.
The difference sounds subtle, but the results aren’t.
Across 30 global brands and more than 10 million data points, we measured what happens when brands engage with culture deliberately versus defaulting to demographic targeting. Cultural segmentation – reaching people through the dynamic communities they actually live in rather than the age bracket they happen to occupy – delivers a 33% increase in purchase intent, proving that the ROI of relevance delivers real business outcomes, not just flashy campaigns.
And it goes deeper than any single fandom. People aren’t one thing and neither are brands. A global healthcare company’s audience isn’t just “health-conscious consumers.” It includes Athletic Vanguards, Metabolic Health Warriors, Biotech Elites, and Status Optimizers, each a distinct community with its own language, values, likes and dislikes – some of which have nothing obvious to do with healthcare at all. A financial services platform in Latin America earns permission not just in personal finance, but among Agile Solopreneurs, Esports Cultists, and High-Velocity Voyagers. None of these combinations are obvious or static, and that’s precisely the point. The best earned ideas require understanding how culture is moving and finding the surprising places your brand can add value.
We call these spaces Cultural Playgrounds, the distinct subcultures and communities where a brand has earned the right to show up. Not trends to chase, but self-sustaining spaces defined by shared identity, language, and values. Every brand has a portfolio of these spaces. Knowing which ones you’ve earned, and which ones you haven’t, is the foundation of everything else.
Timing is the last ingredient, and culture is unforgiving about it. Enter too early and the community hasn’t formed yet. Enter too late and you look like the parent who just discovered “6 7”. By modeling volume, velocity and engagement combined with cognitive AI to forecast virality\*, it’s now possible to predict with over 89% accuracy when a playground is approaching its optimal moment for activation with enough precision to plan against it.
The magic happens when all three pieces come together: the right cultural segmentation, the right playgrounds, activated at the right moment. It’s an important observation to take into next week because the season doesn’t close when Cannes wraps. Cultural playgrounds are open year-round. The brands that figure out where they belong and show up consistently, humbly, and with genuine intent, don’t just win awards. They crack the code on the ROI of relevance. They build the kind of reputation and business results that compounds long after the festival lights go down. And that’s a trophy worth chasing.
To learn more about Burson's Culture Up click [here](https://www.bursonglobal.com/p/culture-up).
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*\*Virality forecasting powered by Decipher, Burson's proprietary AI platform developed in partnership with cognitive AI company Limbik.*
*This article was first published on* [*brandsnculture.com*](https://www.brandsnculture.com/2026/06/18/the-student-and-the-soccer-mom-arent-so-different-after-all/)
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[Home](/)[Global](/)[Insights](/insights/search?location=global)The Esports Revolution: Reshaping Global Communications…And We are Just Getting Started
[Sports & Entertainment Marketi...](/insights/search?topic=sports-entertainment-marketing)
# The Esports Revolution: Reshaping Global Communications…And We are Just Getting Started
DateSeptember 17, 2025Share
A few years ago, the idea that an esports competition could rival the scale, passion and production of the Olympics or the World Cup might have sounded far-fetched. But today, as someone fortunate to witness the evolution of esports from the inside out, I can confidently say: we are living in that reality.
Gaming and esports have gone mainstream not just as entertainment, but as cultural forces. And that transformation is radically changing how we, as communicators and marketers, connect with global audiences, especially younger ones.
This summer, the Esports World Cup (EWC) returned to Riyadh in its most significant and boldest edition yet, featuring over 2,000 elite players from more than 100 countries, representing over 200 clubs, competing across 25 tournaments. The prize pool? A staggering $70 million, the largest in esports history.
But it was not just the scale that made EWC a milestone. It was the impact. More than 750 million viewers globally, more than 350 million hours watched, over 30,000 media articles in more than 4000 global media outlets, and over 3 million people visited Riyadh Boulevard City, the venue hosting the Esports World Cup. For the first time, major sports broadcasters began covering esports alongside football and Formula 1.
We saw creators on morning shows, traditional journalists attending post-match press conferences, and brands that once hesitated to enter the space now jumping in with full force. From Forbes to CNN to BBC, esports is no longer just a subculture; it is a headliner. We saw mega stars across various sports dazzled by what they saw, from Lando Norris calling it incredible to tennis superstar Nick Kyrgios boldly confessing his love for gaming made him miss tournaments, to Brazilian legends Kaka and Ronaldo going toe-to-toe in a breathtaking show match. The skateboarding icon himself, the one and only Tony Hawk, the chess master Magnus Carlsen, Stranger Things Star David Harbour, Spanish football star Thiago Alcantara and many others attended and saw firsthand not just an event, but a rise of an industry that will take over the world in the coming years.
And it is not hard to see why. The global esports audience surpassed 540 million in 2024, and over 3.4 billion people worldwide now identify as gamers. For brands looking to remain relevant, especially with Gen Z and Gen Alpha, this is no longer just an opportunity, it is a necessity. And if you haven’t heard yet, in 2026, there will be a global cup for nations to compete in, the Esports Nations Cup, where players will represent their flags with pride, and fans will rally behind their national teams just like they do in every other sport.
What is driving this surge? At the centre of it all are the players, the esports athletes who have built communities in the millions, trained like Olympians, and now compete in sold-out arenas around the world. At the SEF Arena in Riyadh, I have seen fans line up hours before a match to see their favourite League of Legends star or to chant for their country’s top PUBG Mobile team.
These athletes are not just players anymore, they are brands. Their stories of sacrifice, mental endurance and triumph resonate just as profoundly as those of traditional sports legends. And that human element has unlocked something powerful: emotional engagement. Fans do not just follow the matches, they follow the personalities, rivalries, daily routines and behind-the-scenes drama.
This is the new era of storytelling. And it is where strategic communications must evolve, moving beyond traditional campaign playbooks to meet audiences where they live, such as on Twitch, TikTok, online communities and in immersive digital spaces.
Standing close to the athletes are the teams. Organisations like Team Falcons, Team Liquid, Team Vitality and many others are no longer just competitive units; they are also media platforms, culture drivers and innovation labs. The opportunity for global brands to partner with them is not about placing logos on jerseys; it is about co-creating stories, connecting with passionate communities and earning authenticity.
At Burson, I’ve had the unique privilege to lead a team of passionate gamers and professional communicators, to work alongside the Esports World Cup Foundation and deliver both the Esports World Cup and the New Global Sport Conference (NGSC), a forum we helped craft to spark dialogue between gaming, esports, sports, tech and policy leaders. NGSC has brought together visionaries, C-suite executives, investors, creators and stars, all debating and shaping what the future of this industry looks like. It is more than a conference; it is a mirror of a rapidly shifting world.
For me, this is more than just a professional journey; it is personal. I grew up gaming. Like many in this region, I played online games with friends long before esports gained global recognition. Today, helping to shape the narrative of this industry, from the heart of Saudi Arabia to the rest of the world, is a privilege and a responsibility I do not take lightly.
What we are building is not just a moment. It is a movement. It is changing the way we tell stories, the way brands connect, and the way we think about global culture.
We have only scratched the surface.
To learn more about Burson Sports & Entertainment, click [HERE](https://bursonglobal.com/p/sports-entertainment).
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[Home](/)[Global](/)[Insights](/insights/search?location=global)Game On: Tapping Into Gaming's Global Fandom
[Sports & Entertainment Marketi...](/insights/search?topic=sports-entertainment-marketing)
# Game On: Tapping Into Gaming's Global Fandom
DateSeptember 17, 2025Share
*By: Jen Jones, Freddy Davies, Mark Hamill, Emma Franklin-Wright, Diana Chica*
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From the shared thrill of competition and immersive worlds to the collective pursuit of mastery, gaming has long been a dominant cultural force across the globe. Now, the rapid growth and accessibility of online gaming has taken the sector to stratospheric new heights, with a staggering 3.3 billion gamers worldwide \[1\]. The industry is such a force that both its audience base and revenue now surpass those of the sports, music and entertainment sectors combined
Whether it’s a quick game of Candy Crush on a phone or dropping in with your friends on your favorite Call of Duty map, gaming is now so widespread that the term 'gamer' is almost obsolete. It touches just about all demographics, lifestyles and walks-of-life, and provides a huge business opportunity for brands, whatever audience they want to reach.
By building long-term partnerships and strategies that facilitate genuine engagement within the gaming industry, brands can unlock an epic world of culture, fandom and connections.
### **The New Audience Landscape**
Gaming is so prevalent among almost all demographics and age groups that there is no single umbrella term, image, or profile that encompasses them all. The gaming world is diverse, including everything from professional streamers to casual players, each with their own motivations and behaviors.
- **The Streamer Economy:** Streaming is a full-time job for many, requiring multi-platform engagement (for instance, on Twitch, YouTube, TikTok or other online communities) and often a team for real-time support. Streamers are constantly creating content, participating in live play while simultaneously engaging with their communities. They are essentially the “super influencers” of the gaming world.
- **Social Gaming:** Gaming serves as a vital social community. Online gaming and co-op modes mean that for a generation short on money and third spaces, gaming has become their primary form of social connection.
- **Escapism:** Gaming also offers a pure escape from reality and life's stresses, with people playing on average of 1-2 hours every day \[2\]. Whether that’s using mobile gaming to help pass time on the commute, enjoying “cozy gaming” on a second screen while watching TV or immersing yourself in cinematic storylines, gaming acts as a gateway to a different world.
- **Passion to Profession:** Gaming can evolve into a career, as seen with influencers whose passion for certain games turned into streaming gigs, brand partnerships and speaking opportunities at key events. For the most talented, esports competitions offer lucrative sponsorship deals and prize pools.
### **Gaming: Where Culture Beats, Fandom Breathes**
Gaming is an integral part of culture that taps into a passionate and vibrant community, allowing people to connect, debate, celebrate and compete together. These dynamic communities provide an opportunity for brands to connect with audiences on a deep level as long as it is done in a genuine and relevant way.
Gamers are in it for the love of the game! They are notoriously passionate, vocal and opinionated. They are quick to call a brand out for being inauthentic or overly promotional. Following is advice for brands from actual gaming developers and leaders in this space:
- **Deliver Exclusive Access:** To be part of this community, you have to offer it something the members value. Fans love exclusive access to prizes, awards, merch, events in-game prizing (weapons, skins, leveling-up) – items they can’t get on their own. Over time, fans will seek certain brands out knowing they can get something epic.
- **Be Always On, Not a Tourist:** Don’t just dabble in gaming if you want to make a difference. Brands that are successful become successful over time. A partnership is more meaningful if it goes beyond a logo presence or one-off sponsorship and creates a legacy that resonates with a passionate community. An always on press office and social media strategy that reacts to the same news that the audience reacts to, uses the same language and tone of voice and gets the in jokes, strengthens your credibility beyond a logo at an event.
- **Get into the Game:** Be part of the cultural conversation by knowing the game you are partnering with and what the fans are expecting. Provide a simple CTA for fans to participate and receive their rewards. There is no shortage of content out there to help you understand the world of the game you want to partner with, from Twitch streams to YouTube tutorials and Reddit threads - that’s if you don’t fancy diving into the game yourself, because there is no substitute for playing it!
### **The Future of Play: Embracing the Indie Frontier**
Limiting partnerships solely to AAA blockbusters overlooks a significant and rapidly growing opportunity for brands. The gaming landscape is shifting, with independent titles and their developers garnering immense love and attention from players. Indie games are often born from passion and fueled by innovation, resonating deeply with audiences craving authenticity and fresh experiences. For brands, this indie renaissance offers a chance for true niche engagement and to be seen as forward-thinking. Highly anticipated games like Hollow Knight: Silksong and Blue Prince prove indie titles can command AAA-level hype, showcasing the quality thriving outside traditional publisher structures. Brands willing to understand this vibrant space will discover fertile ground for partnerships that genuinely resonate with a discerning and engaged audience.
- **Growing Player Preference for Authenticity:** Many players are actively seeking out original narratives, art styles, and gameplay mechanics that often flourish outside the constraints of large-scale commercial productions. The intrinsic narratives and worlds of indie games provide rich ground for integrated brand storytelling that feels organic and genuine, rather than forced.
- **Accessibility of Development Tools:** The rise of accessible game engines and digital distribution platforms has democratized game creation, leading to an explosion of diverse and high-quality indie titles.
- **Community-Driven and Niche Hype:** Indie games often build strong, passionate communities around their development, fostering a sense of ownership and anticipation that can rival, or even surpass, that of AAA titles. In addition, indie games often cater to specific tastes and demographics, allowing brands to connect with highly engaged and relevant consumer segments.
### **Moving Forward: A Call to Action**
Gaming isn't just an industry; it's a cultural powerhouse shaping how we connect and entertain. For brands, the message is simple: drop dull sponsorship tactics and embrace authentic, long-term engagement. By understanding these passionate communities and offering true value, brands won't just tap into massive global fandoms – they'll build lasting relationships that go far beyond the screen.
To learn more about Burson Sports & Entertainment, click [HERE](https://bursonglobal.com/p/sports-entertainment).
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1. According to several 2025 data sources including The Entertainment Software Association, Statistica and Priori Data
2. Statistica, 2025 data
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[Home](/)[Global](/)[Insights](/insights/search?location=global)Navigating the Future of Communications: 10 Innovation Trends for 2025 and Beyond
[Intelligence & Innovation](/insights/search?topic=intelligence-innovation)
# Navigating the Future of Communications: 10 Innovation Trends for 2025 and Beyond
DateApril 22, 2025Share
In 2025, the rules of communication are being rewritten. From autonomous systems and misinformation threats to shifting platform policies and geopolitical pressure, communicators must evolve—or risk being outpaced.
Our new report, *Navigating the Future of Communications*, identifies **10 innovation trends** shaping the next era of communications strategy, stakeholder engagement, and reputation building.
**Highlights include:**
- **AI Gets Strategic**: AI is not the shiny object—it’s the operating system for nearly everything going forward. Mature cognitive models and multimodal tools like GPT-4.5 Orion and Gemini 2.5 are being deployed across predictive messaging, engagement, and crisis anticipation.
- **Rise of Agentic Frameworks**: Autonomous AI agents are transforming how we work—enabling decision-making and adaptation with minimal human input.
- **Media in Flux**: With platform upheaval and new players like Bluesky (now at 34M+ users), communicators must build flexible, omnichannel strategies and elevate social listening.
- **Unified Data, Smarter Decisions**: Consolidated analytics strategies and real-time intelligence are enabling deeper audience understanding—and faster pivots.
- **The Misinformation Reckoning**: AI-powered deepfakes and false narratives are now a top global risk. Risk sensing and narrative defense are imperative.
- **People Still Matter Most**: Strategic acumen, empathy, and cross-functional fluency remain core to successful comms leadership—even in an AI-enabled world.
- **The Push for Explainability**: Regulators and audiences alike demand transparency in how AI decisions are made. Communicators must lead on trust and clarity.
- **Proactive Risk = Competitive Advantage**: Predictive AI tools are helping organizations get ahead of reputational threats. Speed and foresight win.
- **Tech Convergence Disrupts Everything**: Web3, blockchain, metaverse, and generative AI are collide to offer the potential to redefine how brands create, transact, and engage.
- **Reputation as a Strategic Asset**: Strong reputations enable faster crisis recovery and deeper loyalty. Invest in proactive monitoring and AI-powered resilience.
Get in touch[Contact us](/contact)
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[Home](/)[Global](/)[Insights](/insights/search?location=global)Burson 2025 Consumer Trends
[Consumer & Brand](/insights/search?topic=consumer-brand)
# Burson 2025 Consumer Trends
DateJanuary 29, 2025Share
---
### By: Allison Cirullo
Global Consumer and Brand Lead, Burson Group
- [Link to bio](https://www.bursonglobal.com/thought-leaders/global/allison-cirullo)
### They’re more connected, more informed, more empowered and have more choices. As we head into 2025, we’ll start seeing these trends transcend marketing and communications efforts.
### **I. Globalization of Shared Experiences**
Globalization, while respecting cultural nuances, has fostered shared experiences, particularly among younger generations, who connect with universal themes of economic struggle, social pressure and the search for meaning. The internet and social media have dissolved geographical barriers, exposing individuals to a kaleidoscope of cultures and perspectives. This increased exposure, coupled with the democratizing influence of streaming giants like Netflix, Amazon Prime and Disney+, fuels a burgeoning curiosity for narratives beyond familiar borders. By embracing this shift and prioritizing diversity, authenticity and global storytelling, brands can effectively engage with an increasingly interconnected and culturally aware consumer base.
### **II. The Frictionless Economy**
The future of shopping hinges on seamlessness, personalization and circularity. Consumers will expect frictionless experiences across all channels, with voice commerce, “cashier-less” checkouts and personalized delivery options becoming standard. Subscription models will expand beyond mere products to encompass curated services and experiences. Simultaneously, recommerce and secondhand markets will flourish, extending product lifecycles and contributing to a more sustainable, circular economy. For brands to accelerate in 2025, integrating these evolving consumer expectations into their core strategies, communications or ideas will be paramount.
### **III. The Empowered Consumer**
Consumers are evolving into conscious and connected citizens, demanding transparency, authenticity and shared values from the brands they support. Community-driven consumption will flourish, with purchasing decisions heavily influenced by peer reviews, social media recommendations and online communities. Some empowered "citizen consumers" will actively use their purchasing power to support brands aligned with their values and advocate for change. For brands, this doesn’t have to mean big “P” purpose campaigns, but rather understanding how to align campaigns and programs to consumer values, and creating communities that invite consumers in to learn, share and feel inspired to make changes big or small.
### **IV. The Age of Redefined Wellness**
A holistic approach to well-being will become the dominant focus, with consumers prioritizing preventative measures over reactive treatments for optimizing their mental, emotional and physical health. This proactive stance empowers individuals to take control of their wellness journey across all facets of their lives, from health and beauty to sports, social connections and even their consumption habits. Regardless of sector, companies will be expected to integrate a wellness-centric mindset into their operations, considering the well-being of both their target audiences and their employees. Ultimately, demonstrating a genuine commitment to holistic well-being will be crucial for building brand reputation and resonating with increasingly health-conscious consumers.
### **V. The Influence of Sports & Entertainment**
The intersection of sports and entertainment has long been a potent avenue for brands to cultivate robust communities and build lasting reputations. From the global phenomenon of Taylor Swift to the enduring legacy of the Chicago Bulls, passionate fandoms transcend geographical boundaries and unite individuals around shared interests. The rise of women's sports globally, the fervent popularity of Kabaddi in Asia, and even the immersive world of esports, exemplified by Call of Duty, demonstrate the diverse and ever-expanding landscape of fandom. These vibrant communities, bound by a shared love for something larger than themselves, offer brands a powerful opportunity to connect with audiences on a deeper, more emotional level. By tapping into the passion and loyalty inherent within these fandoms, brands can foster deep engagement, build meaningful relationships and, ultimately, drive significant cultural impact.
### **VI. The Metaverse of Me**
Consumers will soon shop, play and express themselves in seamlessly blended physical and digital worlds. We all know AI will personalize every experience, catering to individual preferences and behaviors. This is the same with brand communications. The convergence of interactive narratives crafted by generative AI and tailored to individual consumers will allow for personalization of stories. Imagine receiving an email that unfolds as a personalized choose-your-own-adventure story, where the narrative and product recommendations adapt based on your choices. This trend moves beyond simply delivering personalized messages to creating personalized experiences. It's about engaging consumers on an emotional level through interactive storytelling, powered by the creative potential of generative AI.
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[Home](/)[Global](/)[Insights](/insights/search?location=global)Gen Z: Future Patients, Present Priority Creating Connection with Important Health Consumers
[Health & Wellness](/insights/search?topic=health-wellness)
# Gen Z: Future Patients, Present Priority Creating Connection with Important Health Consumers
DateJanuary 16, 2025Share
Written by Brenna Terry, Global Healthcare Client Leader
Young and newly independent health consumers understandably haven’t always been the highest priority audience target for the healthcare industry. This group is generally healthy and often feels "invincible.”
But since the pandemic, Gen Z’s perceptions about their own health (along with many other things post-pandemic) have changed dramatically. Burson is meeting the moment with new insights to help healthcare communicators better connect with this generation.
Burson’s recently released study of 5,000 adults (ages 18-27) across 10 countries, “[Gen Z: Calling for Healthcare Connection and Change](https://bursonglobal.com/p/2024-gen-z-healthcare-report),” revealed a significant shift in this cohort’s concern for their health and revealed some unexpected truths.
Here are the key findings that challenged my own assumptions about this up-and-coming generation:
- **Physical and mental health go** hand-in-hand: Contrary to coverage portraying Gen Z as mental health obsessives, our survey showed Gen Z caring as much about their physical health and mostly excited to take an active role.
- **Human connection is key:** Despite being the first digital natives, Gen Z craves human connection over connectivity when it comes to matters of physical health – they want to be in the room with their doctor, to be heard and taken seriously.
- **ISO the facts**: They aren’t easily susceptible to online or influencer-delivered health information – they are skeptical, conduct research and seek out the facts.
- **They want to hear from healthcare companies** ... but you need to earn their attention: Gen Z believes that healthcare companies can meet the needs of their age group, but health communications need to reflect understanding of their generation.
We augmented our traditional survey findings with Decipher Health, Burson’s cognitive AI tool that is designed to optimize health communications impact and stakeholder engagement. Decipher Health analyzed a select set of our survey findings confirming the believability of these results with a simulated Gen Z population. It also allowed us to test the findings with simulated Millennials and Gen X populations. Again, contrary to popular perception, Gen Z shares many of the same frustrations and needs as older generations.
So, what are we waiting for?
This should be a wakeup call to healthcare communicators – let’s not wait until this generation enters the decades commonly marked by health declines. The earlier we can engage Gen Z with intention, the greater our ability to improve connection, engagement and, most importantly, human health.
Get in touch[Contact us](/contact)
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[Home](/)[Global](/)[Insights](/insights/search?location=global)From Election to Inauguration: Mastering the Art of the Perpetual Pivot in Social Media
[Corporate & Public Affairs](/insights/search?topic=corporate-public-affairs)
# From Election to Inauguration: Mastering the Art of the Perpetual Pivot in Social Media
DateJanuary 13, 2025Share
*This whitepaper examines the profound shifts in the media and political landscape taking effect in 2025 and illuminated by the 2024 U.S. election. It offers the first set of Burson’s actionable insights for brands to adapt to this fast-evolving environment, ensuring their relevance and resilience in the face of change.*
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## **Executive Summary**
The 2024 election revealed a rapidly evolving media ecosystem characterized by the declining influence of traditional media, the growing importance of politically aligned mega-influencers, and the rise of alternative platforms like Bluesky and Threads. Now as we sit on the cusp of the inauguration, we see Meta replacing fact-checking with a “community notes” system reminiscent of X, dependent on users to correct misinformation on its platforms, and winding down its DEI programming. As [David Bauder for the AP](https://apnews.com/article/fact-check-politics-trump-verification-misinformation-00bc57b4a3c348a1363610c1cbbfd8ca) highlights, the impact of this is that “those with the loudest voices and best-told stories can win the day.” These changes require brands to adapt to maintain trust and engagement with their audiences.
Key takeaways include:
- The importance of navigating platform fragmentation and understanding emerging political influences on media.
- A shift from fleeting, trend-driven content to building long-form dialogue through authentic influencer partnerships that focuses on niche topics and cultural discussions.
- Building robust, owned communities while diversifying media investments to stay agile.
---
## **State of Play**
Harris vs. Trump highlighted two distinct challenges and strategies; Trump focused on rebuilding his reputation through hyper-targeted voter engagement that spoke to slices of the electorate (which worked together to win the majority), while Vice President Harris had to fund and execute her campaign within 100 days, doing so through the endorsement of mega celebrities to target the broad public. Trump spent significantly less - focusing on influencers and direct communication - while Adweek [shared that](https://www.adweek.com/convergent-tv/after-harris-entered-democrats-outspent-republicans-on-presidential-ads-by-460-million/) Harris had outspent him by $460 million in traditional advertising. Harris played her media engagement strategy like an incumbent: traditional outlets, topline media buys, limited media interviews; Trump ran like a challenger – meeting an expectation of moments on the national stage, but pivoting to niche, turnout-oriented outlets that doubled down on a base that had been fractured four years prior.
While both camps leveraged a blend of traditional and digital channels to reach young, minority voters, the scale of Trump's outreach was bigger and broader in terms of channel mix – with clear results. Axios [reported that](https://www.axios.com/2024/11/07/trump-election-win-target-audiences) Trump’s approach won a greater share of the under-30 vote than any Republican presidential candidate since 2008.
This underscores a significant shift away from high-reach, traditional media to spaces where influence flows through channels that may not have been considered legitimate a few years ago. The goal isn’t to be everywhere, but to be focused and engaged in the spaces where your audiences are truly spending their time. This requires a fundamental reconsideration of who tells your story, what format it takes and where it might live.
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## Key Areas of Transformation
### **1. Evolving Role of Influence**
Influencers are no longer just marketers; they are cultural and political power brokers. This requires reevaluating how influencers are integrated into campaigns and which ones are the right messengers. It’s no longer just about reach; it’s about credibility and sustained engagement.
Trump’s [three-hour interview with Joe Rogan](https://www.youtube.com/watch?v=hBMoPUAeLnY) hit 26 million YouTube views within 24 hours, making it a masterstroke in reaching young male voters (a key demographic in the election). He continued this strategy by giving interviews to podcaster [Theo Von](https://www.youtube.com/watch?v=vC5cHjcgt5g), Barstool Sports' "[Bussin' With the Boys](https://www.barstoolsports.com/shows/103/bussin-with-the-boys)," Logan Paul's "[Impaulsive](https://www.youtube.com/watch?v=xrFdHO7FH8w)" podcast and [appearing on a Kick livestream](https://www.theverge.com/2024/8/5/24214007/trump-adin-ross-livestream-kick-2024-presidential-election) with controversial streamer Adin Ross - which at its peak had over 580,000 viewers.
These podcasts provided unfiltered long form interviews with a highly engaged audience, hosted by influencers who deeply understand their listeners. In contrast, Harris’s focus on short-form, trend-based content like TikTok videos lacked the depth and connection needed for sustained impact.
**Actionable Steps:**
- **Build trust with long-term, aligned partnerships**: Focus on establishing long-term collaborations with influencers who deeply resonate with your brand's values and audience. This ensures authentic connections that reinforce credibility over time.
- **Leverage long-form content for depth**: Invest in long-form formats like podcasts and YouTube collaborations to create meaningful, engaging content that fosters trust and builds lasting audience relationships.
- **Use data-driven insights to enhance storytelling**: Leverage analytics to identify culturally aligned voices and integrate their storytelling into broader communications strategies - including crisis plans - to humanize the brand and maintain transparency.
- **Use predictive forecasts** **and intelligence**: [Specialized AI](https://www.bursonglobal.com/expertise) solutions can predict how audiences will react to influencers, content, messages or any topic or theme with surprising accuracy.
### **2. Platform Leadership and Political Connection**
Platforms are becoming increasingly tied to political narratives, with leadership shaping discourse and amplifying ideologies. Elon Musk has been appointed co-leader of the new Department of Government Efficiency; a role that [the BBC expects](https://www.bbc.com/news/articles/cpqd4vw0ejeo) will gain him influence over government policy - and the regulatory environment facing his enterprises.
Section 230 reform, which could significantly impact content moderation and platform liability for brands, is a critical issue under consideration. Meta CEO Mark Zuckerberg is involved in this discussion, as we see in [the Financial Times’ analysis](https://www.ft.com/content/69f86be5-ecdd-4222-92aa-3df0a8db213c) of the company’s stance on artificial intelligence, acknowledging past mistakes in terms of moderation.
Zuckerberg's criticisms of censorship and alleged political bias offer insight into Meta's most recent decisions. On The Joe Rogan Experience (January 10th, 2025), [he targeted the](https://www.bloomberg.com/news/articles/2025-01-10/mark-zuckerberg-slams-biden-administration-on-joe-rogan-s-podcast) Biden administration, the media, and Facebook's past compliance with censorship demands. Days earlier (January 7th), Meta ended partnerships with third-party fact-checkers, citing this same bias. The company also [announced the end](https://www.cnbc.com/2025/01/10/read-the-memo-meta-announces-end-of-its-dei-programs.html) of its DEI programming. [Axios suggests](https://www.axios.com/2025/01/11/meta-maga-zuckerberg-trump-rogan)that Zuckerberg had been considering some of the moves for years, but that Meta deliberately packaged them all up for detonation over nine days to “maximize the pop for Trump”.
But this is not exclusively tied to Meta and X. As the Supreme Court [seems reluctant to overturn a TikTok ban in the U.S,](https://www.politico.com/news/2025/01/10/supreme-court-tiktok-hearing-00197530) the platform’s [removal of pro-Russian influencer accounts](https://apnews.com/article/tiktok-russia-media-election-interference-abd51ba03af439cf272888556f424d38) in Romania ahead of the election is one piece of a complex argument that highlights an uncertain future for the business in the U.S.
The proximity of these platform leaders to such issues is creating unease with users and the influencers who rely on them to make a living, with a polarization that’s reminiscent of what’s been seen before with broadcast media. Social media is bracing for a year of upheaval, driven by policy changes, controversies, and evolving user preferences. Emerging echo chambers, [the Florida social media law](https://www.forbes.com/sites/petersuciu/2025/01/02/florida-minors-under-14-now-banned-from-using-social-media-platforms/) that prohibits anyone under 14 from using social media, and the looming TikTok ban signal significant shifts in platform policies and user demographics. Expect platforms to evolve rapidly throughout 2025, impacting both user behavior and platform governance. This volatile landscape demands adaptable strategies, aligned to audience expectations and recognition of the broader divide of their users, requiring brands to remain agile and informed.
**Actionable Steps:**
- **Proactively monitor and respond to policy and platform changes**: Track platform updates to understand their implications on liability, moderation, and brand safety. Use real-time sentiment analysis to adjust messaging strategies accordingly.
- **Diversify and customize platform presence**: Avoid overreliance on a single platform by maintaining a presence across multiple channels. Craft platform-specific strategies that align with the cultural norms and audience expectations of each space to ensure messaging resonates authentically.
- **Strengthen stakeholder communication**: Prioritize clear and timely communication with internal stakeholders to prepare for potential reputational risks tied to platform policies or political developments. This ensures leadership is equipped to navigate politically charged environments effectively.
### **3. Emergence of New Platforms**
Fragmentation has become even more prevalent post-election. Users are migrating to new platforms like Bluesky and Threads, driven by privacy concerns and perceived toxicity from spaces like X [as detailed by Fortune](https://fortune.com/2024/11/14/x-elon-musk-leaving-election-trump-threads-bluesky-social-media-fragmentation/).
Bluesky [reached 24 million users](https://www.wired.com/story/big-interview-jay-graber-bluesky-2024/) after the election, driven by its decentralized strategy. The platform allows users to host their own data and create custom feeds, reducing the risk of data breaches and providing complete control over their personal information. Speaking at WIRED's The Big Interview event, CEO Jay Graber described this approach as her “recipe for success,” emphasizing the importance of empowerment in a new media landscape.
Meanwhile, [the Verge reported](https://www.theverge.com/2024/11/26/24306591/threads-35-million-signups-november-growth) that Threads experienced an 11% surge in daily active users following election day and 35m additional signups in November leveraging Meta’s robust infrastructure to help scale rapidly. Like Bluesky, Threads positions itself as an appealing alternative for users seeking a fresh start from X, focusing on simplicity and engagement. Time will tell whether the Meta announcements detailed above will impact this growth.
Both platforms offer new opportunities for paid amplification over the long term, with Threads planning to offer ad placements as early as Q1 2025. However, brands must carefully evaluate these platforms. [X also saw 5% growth](https://www.thewrap.com/trump-bump-threads-x-user-increase-after-election/) in daily active users following the election, so specific analysis of audience channel usage is key to understanding where to be present.
This trend isn’t just about new spaces, but also a reconsideration of large platforms and the role they play. LinkedIn, traditionally viewed as a professional networking site, has become a vital space for brand communication and public perception management. With over 1 billion members worldwide, including more than 300 million active users each month, it offers extensive reach and engagement opportunities. According to [Microsoft’s third quarter 2024 earnings call](https://www.youtube.com/watch?v=psObY9qA09s), video uploads grew by 34% year on year, and the platform sees 1.4x more engagement with video than other formats, highlighting the platform's effectiveness in disseminating compelling brand narratives.
**Actionable Steps:**
- **Audit channel and content performance**: Consider the roles each social platform plays in your communications and marketing mix. Is content driving engagement, traffic, or impact? Are these channels central to your communications plan, or is publishing there just a box-ticking exercise?
- **Use audience insights to inform platform selection**: Examine content performance and existing audience data as well as your target audience to confirm if you’re using the right channels and the right formats to meet your audience where they are spending their time. Consider audiences across the board - the public, media, stakeholders, investors, and influencers.
- **Identify appropriate new channels for testing**: Using this content performance and audience data, align on new platforms and social strategies to experiment with. Use corporate guidelines for direction on aligning resources to experiments with new or emerging platforms versus more traditional platforms for ‘block and tackle’ activities.
### **4. Shift in Paid, Earned, and Owned Media**
The lines between paid, earned, and owned media are further blurring, demanding greater integration and agility. While the demise of mainstream media may be front of mind, there will always be a place telling truthful, relevant stories. But where and how these stories are heard and shared will continue to evolve.
Paid strategies are leaning heavily on programmatic and native formats, while earned media increasingly involves collaboration with influencers and advocacy groups. Owned media must now prioritize storytelling and utility to stand out in a fragmented ecosystem.
Assessing a brand’s unique blend of paid, earned, and owned media requires a nuanced approach based on industry, business/strategic objectives, and audience behaviors, but key trends across the media mix provide opportunities to test and learn.
**Actionable Steps:**
- **Diversify paid media investments**: Across both emerging and established platforms, leverage programmatic advertising or platform-insights dashboards for highly specific targeting. Tools like Google Analytics help to prioritize data-driven targeting, refine audience segmentation, and implement A/B testing to identify high-performing content.
- **Invest in building strong owned communities**: This creates a controlled environment to cultivate direct engagement and foster a dedicated audience, offering a haven from the noise and negativity of polarized platforms. Facebook Groups, Discord servers, Subreddits and even forums are seeing a resurgence in popularity for this very reason. To enhance even further, brands can offer opt-in subscriptions for exclusive, tailored content. This could include newsletters, curated updates, or premium resources aligned with the brand’s values and expertise. By allowing people to actively choose to receive this content, brands can build a more engaged and loyal audience while maintaining relevance in an increasingly personalized media landscape.
- **Unfiltered, authentic storytelling over rehearsed soundbites**: A good story is still fundamental to earned strategy, but the tone, format and speed in which this comes to life now looks very different. Bringing key spokespeople on that journey and focusing on the impact of this new approach (who you tell your story to, where it lives and what format it takes), is vital.
## **Conclusion: Embracing Continual Evolution**
The post-election media landscape demands authenticity. Rehearsed soundbites are out; genuine dialogue is in. With the inauguration approaching, even greater changes are on the horizon. To thrive, brands must embrace a forward-thinking approach. Who people believe continues to shift towards "people like me," making influencer partnerships crucial for building credibility. Long-form collaborations foster meaningful connections, while diversified platform strategies ensure adaptability, and building robust owned communities secures engagement even in polarized environments.
The actionable steps outlined above are not just survival tactics for 2025, they are investments in future resilience. The inauguration marks a new chapter, demanding agility and foresight. By prioritizing cultural alignment, authenticity, and adaptability, brands can strengthen reputations and lead in this new era of dialogue.
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[Global](/work?location=global)
Nestlé
# The KitKat Heist
### PR Lions Grand Prix Winner at the 2026 Cannes Lions International Festival of Creativity
---
A week before Easter (chocolate's Superbowl) KitKat faced an unimaginable crisis. Thieves hijacked a truck carrying 12 tonnes of product (413,793 individual bars) somewhere between Italy and Poland. This major supply chain disruption threatened inventory levels during the brand's most important sales period. In a matter of moments, a logistics nightmare had the potential to become a significant commercial and reputational disaster.
Our challenge was critical: manage the crisis conventionally and silently, or take a radically different approach to turn this unprecedented negative event into an opportunity for brand innovation, mass engagement, and commercial gain.
The breakthrough insight was simple: unexpected crises require unexpected responses. We recognized that a “12-tonne chocolate heist” that sounded more like a movie plot, possessed narrative power and viral potential that no paid campaign could match.
Alongside [VML](https://www.vml.com/), our strategy rewrote the conventional crisis playbook. By leaning into KitKat's playful brand spirit with radical transparency, we transformed the public from passive spectators into active participants in a global detective story, owning the narrative completely.
The story unfolded in two acts. First, KitKat officially acknowledged the theft via news release and statements on its social channels. Using the brand’s wit instead of defensive corporate messaging, we turned a serious crime into an intriguing public mystery that captured the world’s attention. Once viral interest peaked, Act Two was launched: the Stolen KitKat Tracker. This simple but innovative digital tool invited people everywhere to become “chocolate detectives” by entering batch codes from their own KitKat bars to see if they were part of the stolen loot. This gamified the crisis, turning millions into active participants in the brand’s story.
The campaign turned a potential disaster into global triumph, protecting Easter sales and strengthening brand reputation. The story generated more than 6,000 articles worldwide with over 800 million in earned reach. KitKat dominated the Easter conversation on social media with a 44% share of view on Meta, nearly tripling its closest rival. The Stolen KitKat Tracker saw over 2.2 million engagements and generated genuine leads for the police investigation, while more than 115 other brands organically joined in on the story, creating a massive wave of free advertising. The heist proved that even in crisis, with courage and creativity, there’s an opportunity to turn reputational risk into commercial reward.
29M daily views at peak (up from 1 million baseline)
800M+ earned media reach across 6,000+ articles
44% share of voice on Meta, nearly tripling closest competitor
115+ BRANDS organically created free KitKat advertising
end of modal
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[Global](/work?location=global)
Emirates Global Aluminium
# Women on Site
In the UAE, 56% of STEM graduates are women, yet only 15% enter heavy industry. From workplace norms to imagery, heavy industry remains one of the most visibly male-coded sectors globally. Women are often absent from the environments they are being asked to join, which unconsciously reinforces who is expected to work there. Even safety signage depicts only male pictograms and language. For EGA, the world’s largest premium aluminium producer, attracting more women to the sector was a key diversity and inclusivity mission. EGA needed to start with its own environment, responding to a clear cultural tension where women were being educated for the future but not reflected in the workplaces shaping it.
When industrial signs only show men, the message resonates clearly: “this space wasn’t designed for women.” To make women visible, EGA and Burson challenged this bias across three levels: worksite, university, and society.
On the worksite, the campaign replaced male-only safety signs across all EGA facilities with a gender-inclusive design system. Through subtle but meaningful additions, including female hairstyles, facial features, workwear, and language, the signs encouraged belonging while still adhering to strict global safety and regulatory standards. Launched on Emirati Women’s Day, this signage system was made open-source to allow partners and companies across the UAE to adopt the designs on-ground.
At the university level, the campaign engaged women in STEM programs through panels featuring female role models, making the career path visible to future talent. Finally, to address societal bias, the campaign spotlighted familial support through social storytelling, knowing that 68% of Emirati women’s career choices are significantly influenced by family. This internal initiative scaled organically across the industry and society, generating lasting business impact.
By increasing visibility at all levels, more women saw themselves in heavy industry. The campaign positioned EGA as a leader in both industry and inclusivity, leading to an increase in career searches. Since launch, the number of women working at EGA has risen by 51%.
+51% rise in women working at EGA
+120% rise in search interest for EGA careers
178M earned media reach
+890K social impressions
end of modal
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[Global](/work?location=global)
Filmstaden
# Scaredy Cats
Cinema visits are down globally, but in Sweden the shift is especially pronounced. Streaming has made staying home the default, and in less than a decade, annual cinema admission in Sweden has nearly halved. As Sweden’s largest cinema chain, Filmstaden needed to lure audiences back by proving that movies are better in theatres. Recognizing that horror films offer the clearest proof of cinema’s superiority, the upcoming domestic release of the movie Hemmet presented the perfect opportunity. However, domestic horror films in Sweden do not have the attention or media budgets of international releases, meaning a standard launch would not be enough. To make leaving home feel worth it again, the idea needed to become a cultural talking point.
To show Swedes that watching horror in theatres is so intense they might need professional help to survive, Filmstaden introduced Scaredy Cats. Robotic therapy cats, which are scientifically proven to soothe anxiety, became a theatre menu item available to borrow during screenings.
Rooted in Sweden’s famous dark humor, this creative ploy turned cinema fear into an attraction. To launch, the therapy cats took over the Hemmet red carpet premiere, featuring alongside moviegoers, actors, and the director. The campaign built press photography and social content around the contrast of dark cinema auditoriums and purring robotic cats. This powered coverage from Sweden's top TV news network to national press, radio, and lifestyle outlets. Strategic placement of the menu item in theatres, with staff managing the lending service, gave media fresh angles to cover. The campaign earned immediate credibility, securing critical acclaim from notoriously tough film critic Ronny Svenson and a two-thumbs-up endorsement from Sweden's #1 film influencer on TikTok.
Scaredy Cats served as a visceral, viral reminder that nothing compares to the cinema experience. The campaign earned widespread conversation across media, social, and culture with zero paid media spend. By turning a standard domestic launch into an unmissable cultural event, Hemmet became the most-watched Swedish horror film of 2025, with the author, director, producers, and cast all organically amplifying the campaign. Ultimately, the initiative drove a massive surge in attendance, the robotic cats became a permanent menu offering in select theatres, and Filmstaden proved that cinema delivers experiences that streaming could never dare to replicate.
+12.4% surge in horror film attendance at Filmstaden
+2300% campaign ROI
25M earned impressions (in a country of 10 million)
$0 paid media spend
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[Global](/work?location=global)
Ford
# The Ford Truckle
At Ford, the customer has always been the most important part of the production line. In 2025, the F-150 marked its 50th anniversary, a milestone for a vehicle that serves as the backbone of American work. F-150 owners: ranchers, contractors, and farmers, rely on their pickups every day for demanding physical labor. Brand insights showed that Ford truck owners who rely on their hands and trucks for work find traditional key fobs cumbersome. We also knew F-150 owners are proud owners. In American Truck country culture, rodeo belt buckles aren’t accessories – they’re earned, collected, and passed down. For this anniversary, Ford honored the hardworking community that built the F-150’s legacy by making owner pride tangible in a way that was authentic to them.
Enter the Truckle, the world’s first belt buckle turned key fob. This wearable symbol of pride worn around the waist solved a daily frustration with down-home simplicity, freeing hands for essential work. Nobody asked for the Truckle, but Ford recognized an opportunity at the intersection of function and culture.
Partnering with legendary rodeo craftsman Andy Andrews, owner of [A Cut Above Buckles](https://acutabovebuckles.com/), ensured the Truckle would be created, sold, and profited from within the community, turning every sale into a community investment story. To launch, we went straight to the heart of American truck country: rodeo events, state fairs, and seeding to country artists, and truck life creators. Earned media drove momentum across automotive, lifestyle, and mainstream outlets, but appreciation for Ford’s community gesture extended further, reaching ranch communities, F1 paddocks, and celebrity waistlines.
An authentic gesture for a few resonated with millions. After the first 200 buckles sold out instantly, "Truckle Tuesday" was introduced as a weekly drop to satisfy ongoing demand. This weekly release sustained conversation for months and consistently sold out in just three minutes, boasting over 1,000 on the waitlist. At a time when the truck market has never been more competitive, this positive response shifted perception of Ford from a conservative heritage brand to an innovative company that truly understands its customers. The Truckle didn't just create demand; it enhanced Ford’s reputation through earned credibility and deepened brand loyalty.
+24 point surge in brand purchase preference
896M earned media reach generated
8 consecutive sell-outs to buyers spanning four continents
+1,800 percent rise in store visitors for Andy's business, A Cut Above Buckles
end of modal
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[Global](/work?location=global)
All Nippon Airways
# Not Just a Flight: Turning Gen Z Travel Aspirations into ANA Fandom
In today's travel landscape, airlines face a new breed of traveler: the digitally savvy, experience-driven, and increasingly discerning Gen Z. With a wealth of information at their fingertips, these travelers demand more than just a flight; they seek authentic experiences, personalized service, and seamless journeys. For All Nippon Airways (ANA), Japan's largest airline renowned for its quality of service, the challenge was to capture the attention of American Gen Z/Y travelers and inspire them to choose Japan as their next destination.
Leveraging a targeted influencer strategy on Instagram and Facebook – platforms favored by Gen Z/Y for travel inspiration – we carefully selected content creators across diverse niches – food, fashion, photography and self-care. Prioritizing influencers who authentically embodied ANA's brand values of care, craft, and who demonstrated a clear understanding and respect for Japanese culture.
To help them plan their journey, we paired our U.S. influencers up with people on the ground in Japan to co-create custom itineraries which led to content that showcased both the allure of Japan and the in-flight experience of ANA’s premium service. These influencer trips were planned to take audiences beyond the over-saturated destinations of Tokyo, Osaka, and Kyoto – and showcased ANA’s domestic network into lesser-known spots, tying into Gen Z’s penchant to be in the know.
- ### @jonsoriginals
- ### @andyto
- ### @withlovelinh
- ### @iamrawan
By strategically leveraging the power of influencer marketing and focusing on the unique needs and desires of Gen Z/Y travelers, ANA successfully reignited American interest in travel to Japan. The campaign not only contributed to a significant rebound in tourism and increase in ANA flight bookings but also solidified ANA's position as the premier airline for discerning travelers seeking an authentic and unforgettable Japanese experience.
+38M Organic Impressions
189K Sample Itinerary Views
7.15% Average Engagement Rate
253% More Landing Page Visit than Goal
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[Global](/work?location=global)
Hill’s Pet Nutrition
# From Bowl to Bond: Using Influencers and Media Partners to Drive Loyalty Together
In the competitive pet food market, Hill’s Pet Nutrition was looking to revitalize its influencer program with a focus on new ways to grow awareness and purchase consideration for key audiences.
We developed an integrated approach centered around the power of influential media, combining the credibility of trusted voices with strategic media partnerships. This unique strategy allowed Hill's to maximize impact by expanding both the quantity and quality of influencers to reach more pet owners with authority. While influencers created content highlighting key brand and product messaging for their highly engaged audiences, media partners extended the program’s reach to broader relevant audiences (152MM+ pet owners combined). All content was amplified via paid media and measured through in-platform brand lift studies and purchase intent clicks.
- ### @im\_ericwang
- ### @all\_star\_veterinary\_clinic
- ### @angieandruby
By uniting the strengths of influencers and media partners, Hill’s delivered authentic engagement at scale through trusted sources while building a dynamic content library that could be repurposed across brand channels. The influencer content outperformed brand-generated content year-over-year and drove measurable increases in purchase intent (product add-to-cart volume).
447MM Impressions
4.6MM Engagements
59MM Video Views
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[Global](/work?location=global)
Niantic
# From Followers to Fan Frenzy: Pokémon GO’s Influencer Takeover in Saudi Arabia
A nation brimming with mobile gamers, Saudi Arabia, presented a market ripe with potential for Pokémon GO - the world's most popular augmented reality game. To seize this moment and capture the hearts of millions, Niantic chose us to create and lead a strategy that would redefine the game's launch in the region.
To truly connect with the Saudi audience, we tapped into the authentic voices that resonated with the gaming community. Building on the core of Pokémon GO's gameplay – team rivalry and community spirit – we engaged the three biggest Arab-speaking gaming influencers: Shongbong, Banderitax, and oCMz. Each championing one of the game's iconic teams (Valor, Instinct, and Mystic), they ignited passionate fans and leveraged their combined reach of over 50 million followers into a full-blown influencer showdown.
Culminating in a spectacular community event at Riyadh's Boulevard City, the campaign transformed the iconic location into a real-world Pokémon arena. More than 5,000 fans flocked to witness the influencer-led tournament and participate in a thrilling live Raid Battle against the legendary MewTwo, one of the most powerful and sought-after Pokémon in the game. We orchestrated every aspect of the effort, from securing the influencers and managing them every step of the way to developing eye-catching creative content that dominated social media and even took over Boulevard City's massive screens, resulting in an immersive experience that blurred the lines between the virtual and real worlds. We supported this further by launching and managing the brand's first ever Arabic language social channels, engaging audiences throughout the region with compelling visual content that told the story of this exciting milestone moment.
Our unique influencer-driven campaign propelled Pokémon GO to unprecedented success clinching the #1 trending spot on YouTube Saudi Arabia, and becoming the #1 Top New Game downloaded on both Google Play and the App Store. By embracing an immersive influencer and community-driven experience, we transformed the launch into a cultural phenomenon, leaving an indelible mark on the Saudi gaming landscape.
end of modal
50.8M Impressions Across Influencer Videos
120k Influencer Video Engagements
6.4M Earned Media Reach
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UNCCD COP16
# The Land's Voice
The United Nations Convention to Combat Desertification (UNCCD) is tackling a critical but often overlooked crisis: the degradation of our planet’s healthy land. Despite affecting more than 3.2 billion people, UN Sustainable Development Goal (SDG) 15: Life on Land remains one of the most underfunded global priorities. At COP16 in Riyadh, UNCCD set out to change that – to ignite global action, galvanize leaders, and make the land crisis impossible to ignore.
### **Turning Data into Dialogue and Connection**
Instead of adding to the noise, Burson and UNCCD COP16 created something bold: a breakthrough AI-powered experience that transformed land degradation from a distant, scientific statistic into an immediate, emotional, and deeply human encounter – giving the Land a voice.
At the heart of this world-first activation was “The Land’s Voice”: an AI-powered MetaHuman trained on decades of environmental data, scientific studies, indigenous wisdom and real-time conversation models. Designed to speak in both English and Arabic, this emotionally intelligent experience enabled two-way dialogue between people and the Land itself – a digital embodiment that turned environmental storytelling into meaningful connection.
Launched at the conference’s first-ever Green Zone, the installation invited thousands of visitors to listen, reflect and respond to the Land. And it didn’t stop there. Supported by global earned media, social amplification, out-of-home activations, stakeholder support and a full-page New York Times ad, “The Land’s Voice” campaign sparked a global conversation.
### **Carrying the Conversation Forward**
The UNCCD COP16 event achieved remarkable reach and impact, sparking global awareness and action for SDG 15 and was hailed as a global “turning point” by CNN, Bloomberg and UN News.
Beyond the impressive media coverage, attendance, and funding secured – post-COP16 analysis showed a significant shift: land restoration is now being understood not just as a scientific or environmental challenge, but as a human rights and emotional imperative. Youth voices, diplomatic leaders and private sector players have carried the conversation forward – keeping SDG 15 in the spotlight well beyond the event.
This storytelling model is now influencing how environmental issues are communicated – moving from cold data to real human connection. And “The Land’s Voice” isn’t finished: the AI MetaHuman experience is already being planned for future UN events, ensuring SDG 15 continues to speak loud and clear.
end of modal
$12B pledged for SDG 15
+1.3B Reached
+45K earned media articles
+10% public awareness
+7% willingness to act
+24K attendees (largest UNCCD COP in history)
Get in touch[Contact us](/contact)
---
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[Global](/work?location=global)
Carlsberg
# DrunkenBait
Fishing is Sweden’s most popular pastime. Home to 10,000+ lakes and Europe’s longest coastline, it’s enjoyed by one-fifth of the population annually. Unfortunately, with this tradition comes a dangerous habit: people mix fishing with alcohol, leading to serious accidents. A recent surge in fishing and boating-related drownings (up 40% according to the Swedish Life Saving Society) put the issue in the spotlight. Victims were overwhelmingly men, and alcohol was often to blame, with one in three drownings being alcohol-related (source: Swedish National Board of Forensic Medicine). The biggest worry? Despite these statistics, drinking while fishing remained culturally accepted. Carlsberg Sweden commissioned research revealing that almost half of Swedes were open to consuming alcohol while fishing and an astounding 55% of Swedish men admitted to drinking while fishing, indicating a serious need for change. Acknowledging its part in the problem as one of Sweden’s largest beer distributors, Carlsberg wanted to be part of the solution. The campaign was born out of a dual purpose: to challenge a deadly norm and to promote Carlsberg’s alcohol-free beer as a smarter, safer choice for Swedish anglers.
### **Hook, Line, and Sobriety**
Instead of running another “drink responsibly” ad, Carlsberg and Burson dropped a warning straight into the water – and into the hands of its target audience – with the DrunkenBait. A limited edition, fully functional fishing lure resembling a drowned drunk person. An intervention that played into anglers’ love of unique lures while delivering an unmistakable safety message. Co-created with legendary Swedish bait builder Claes “Svartzonker” Claesson and supported by NGO Swedish Angler’s Association, each lure was individually handcrafted to be used and seen on the water, igniting real discussions around responsible fishing.
### **Luring the Attention of Media, Influencers and Anglers Alike**
The scalable earned-first strategy targeted a diverse set of influencers and media, hooking anglers on the message of sobriety through craft, credibility, and channel relevance. DrunkenBaits were seeded to influential anglers, national journalists, and niche fishing media. Strategic use of general news outlets, targeted fishing publications, social media films, and livestreams allowed the campaign to reach both core and broader audiences. Paid influencer collaborations were carefully selected to ensure diversity, both in demographic representation and in content style, from technical fishing expertise to lifestyle and emotional storytelling. Retailers voluntarily sold the bait without sponsorship, with proceeds supporting water charities, further amplifying authenticity. Media relations played a crucial role: fishing legend Svartzonker and spokespeople from the Swedish Anglers Association were leveraged in interviews, securing high-quality coverage across major national TV, radio, and podcast outlets. When consumer demand surged unexpectedly, with baits selling out, sparking bidding wars and online forum discussions, the campaign adapted by fueling online charity auctions and competitions to sustain momentum.
### **Reeling in Success**
The campaign exceeded expectations across all key brand metrics, driving significant increases in awareness, engagement, and positive consideration. It influenced consumer behavior, contributing to a measurable shift toward safer practices within the fishing community. The campaign also delivered sustained sales growth for Carlsberg’s alcohol-free beer, surpassing targets and setting new records. High demand for the DrunkenBaits, coupled with widespread media coverage and strong influencer engagement, underscored the campaign’s success in achieving its objectives while reinforcing Carlsberg’s position as a socially responsible and culturally relevant brand.
end of modal
+6% Non-Alcoholic Beer Sales
-50% Alcohol Related Accidents
90M Earned Impressions
20M Social Reach
Get in touch[Contact us](/contact)
---
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[Global](/work?location=global)
America's Cup
# Charting a New Course in the World of Esports
The America's Cup, the world’s oldest sailing competition steeped in history and prestige, needed to capture the attention of a new generation and expand its fanbase in an increasingly digital world. Inspired by the initial success of the America’s Cup Sailing PC game, we embarked on a journey to develop an entirely new competition format designed to capture the attention of a broader, younger audience.
## **Esports ahoy! The America's Cup e-Series takes flight**
Burson, in partnership with America’s Cup, conceived the America's Cup e-Series, a comprehensive esports league designed to bridge the gap between the virtual and physical worlds of sailing. The e-Series culminated in the chance for top players to challenge a real America's Cup team on the water. This wasn't just about gaming; it was about proving that virtual skills could translate to real-world sailing prowess. A dynamic brand identity and multi-channel campaign, leveraging social media, influencers and global PR, launched the e-Series with a splash, setting the stage for the Louis Vuitton 37th America's Cup events in Barcelona.
## **Bridging the gap between gaming and the high seas**
The inaugural season exceeded all expectations. Over 5,000 gamers worldwide battled it out online, culminating in a thrilling live final in Barcelona. The top two finalists then embarked on a unique "Gamer to Sailor" experience, receiving expert training before racing against a real America's Cup team aboard an AC40 yacht. This unprecedented on-the-water showdown proved that the skills honed in the virtual world could indeed translate into genuine sailing ability.
## **A new wave of fans, a new era for sailing**
The America's Cup e-Series wasn't just a game; it was a game-changer, drawing global attention, exciting younger audiences and successfully engaging a new generation of fans, solidifying the America's Cup's position as a pioneer in sporting innovation, forging a deeper connection to the competition and ensuring its legacy for years to come.
end of modal
+870M WORLDWIDE EARNED REACH
+2M DIGITAL VIEWS
100K AC SAILING GAME DOWNLOADS
+1.2M TOURNAMENT AUDIENCE
Get in touch[Contact us](/contact)
---
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[Global](/work?location=global)
Saudi Pro League
# CR7 at 40: The Birthday Tribute That Broke the Internet
Forty years of goals, glory, and elevating the game. How do you honor a titan like Cristiano Ronaldo on his 40th birthday? The Saudi Pro League (SPL) wanted to celebrate the icon across its social platforms in a way that was as legendary as his legacy. A simple “Happy Birthday’ wasn’t going to cut it. This tribute had to be as unforgettable as his career, resonating with fans worldwide and tapping into the heart of football fandom.
### **Marking a milestone with over 150 frames of greatness**
Moving beyond the predictable homage reel, we embraced a more crafted, artistic, and unexpected approach: a stop-frame animation meticulously built from over 1,000 stills of Ronaldo's SPL moments. Combing through SPL’s vast image bank, we selected photos that best captured his unforgettable skill and charisma in the league. After narrowing them down to around 150 key frames, we used AI tools to artfully fill the missing spaces between the images—allowing us to craft a fluid, stop-motion style animation that felt both nostalgic and futuristic. Each frame was placed with precision, transforming fleeting moments into a rhythmic, poetic loop – a testament to his enduring legacy rendered in a truly innovative style.
### **Legend approved**
The mesmerizing tribute video stood out in feeds and captivated fans online. It even caught the attention of the man himself, transforming the birthday celebration into a global phenomenon. Surpassing a million views in its first day, the video ignited social media, spreading across platforms and earning the ultimate endorsement: a 'like' from CR7. More than just a tribute, it became a digital monument to a sporting icon, significantly boosting the SPL's visibility on the world stage.
+2.5M VIEWS
+532K LIKES
+4.5K COMMENTS
LIKED BY RONALDO HIMSELF
Get in touch[Contact us](/contact)
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---
[Global](/work?location=global)
Activision Blizzard
# Cracking the Housing Code with Black Ops 6
Our mission was clear: to make the launch of Call of Duty®: Black Ops 6 the biggest Gen Z entertainment moment of the year in the UK. Facing intense competition and a saturated entertainment market, they needed a creative activation to break through and capture the attention of a discerning young audience. Recognizing that home ownership is a major concern for young people, the "Safehouse" campaign offered a life-changing prize: £100,000 towards a first home.
### **Changing the game with a life changing prize**
Inspired by the game’s "Safehouse," the central location where players select their missions, and the key narrative theme of the game – "The Truth Lies". Three of the UK’s biggest influencers battled it out in a series of challenges to win a life-changing prize for one of their fans.
### **A multi-platform strategy for maximum impact**
The "Safehouse Challenge" unfolded as a three-part social media series, filmed in a warehouse that meticulously recreated the game's Safehouse. The campaign used a multi-faceted distribution strategy, including influencer content, Call of Duty channel exclusives, and a targeted press story. A network of Call of Duty streamers and micro-influencers amplified the message, supported by tactical paid social promotion.
### **Game-Changing Results**
The "Safehouse Challenge" campaign exceeded all expectations, generating high-profile reach and engagement. Most importantly, it changed the life of one lucky Gen Z winner, providing him with the financial freedom to start a life with his young family. The campaign solidified Call of Duty: Black Ops 6 as a record-breaking launch, proving that understanding your audience and offering a tangible solution to a real-world problem can unlock unparalleled engagement.
316 PIECES OF COVERAGE
12.6M ORGANIC VIEWS
+374K ENGAGEMENTS
Get in touch[Contact us](/contact)
---
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---
[Global](/work?location=global)
Warner Bros Discovery
# Returning Discovery’s Shark Week to Apex Predator Status
Since its debut in 1988, Discovery Channel’s Shark Week has reigned as television's longest running and most anticipated event, captivating audiences with groundbreaking stories and cutting-edge research. But even a titan like Shark Week faces challenges in today's crowded media landscape in markets across the world. Evolving viewing habits presented new opportunities, and amidst a sea of competing content and shifting audience preferences, Discovery Channel Africa sought to reignite the excitement, debunk persistent myths, and connect with a new generation of viewers. This meant forging a fresh approach to celebrating the region's rich marine heritage and engage local audiences in entirely new ways.
### **Homegrown voices making waves**
To elevate Discovery Channel Africa's Shark Week, the challenge was clear: boost visibility, drive earned media coverage, and expand audience reach. Our strategy centered on amplifying the local conservation narrative, strengthening media relations and increasing viewership through relevant programming and talent. We crafted an integrated communications campaign that prioritized responsible storytelling and empowered viewers to become active participants in shark conservation. Featuring prominent African voices like Zandile Ndhlovu, Leigh De Necker, and Dr. Alison Towner, the campaign brought authentic perspectives to the forefront. By partnering with organizations like the Black Mermaid Foundation and SharkSpotters.org, we created exclusive ocean excursions, secured impactful media interviews, and fostered ongoing social media engagement, amplifying the message of conservation.
### **Delivering a powerful bite**
By embracing local talent, responsible storytelling, and innovative engagement tactics, the campaign sparked meaningful conversations around shark conservation, redefined how African audiences connected with Shark Week and delivered results that exceeded expectations.
+38% GAINS IN AUDIENCE (YoY)
36.5M EARNED MEDIA REACH
+629% BOOST IN SOCIAL ENGAGEMENT
Get in touch[Contact us](/contact)
---
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[Global](/work?location=global)
Angel Soft
# “Potty-tunity”: Disrupting the Big Game with Stunty Storytelling
Let's face it: nobody wants to miss the Big Game. But what happens when nature calls? More than half (51%) of Americans have experienced “pee-xiety” – that anxious feeling when you’re stuck in a situation that keeps you from using the bathroom. Yes, it’s real, and it's a problem! In fact, 92% of people say they’ve held off going so they don’t miss out on something important! The Angel Soft brand stands for being both soft and strong, so you don’t have to choose between one or the other. And, because it believes in not making you choose, it recognized this universal struggle and saw an opportunity to connect with consumers on a deeply relatable level. How do you break through the noise of the Big Game, acknowledge this very real "pee-xiety," and make a lasting impression?
### **Spreading relief with a commercial you're *meant* to miss!**
The Angel Soft mascot, Angel, believes no one should have to choose between staying glued to the screen and taking a bathroom break. So, in partnership with Grey New York, we delivered a perfectly timed "potty-tunity" during the most can't-miss game of the year. On the biggest stage, the Angel Soft brand did the unthinkable: told people to not watch their commercial, and instead, take a bathroom break! This playful activation, designed to tell a story around the Angel Soft brand's Big Game debut and earn attention for Angel, sparked a cultural conversation around this universal bathroom dilemma. With a brilliantly crafted ad spot, our strategy was focused on capturing earned and influencer attention to truly ignite the campaign. We kicked things off during Championship Weekend with a pre-planned, on-air near-miss of kickoff from FOX Sports analyst Julian Edelman. Influencer partners chimed in with their own stories about poorly timed bathroom breaks. Our survey stats sparked live debates from news anchors about the best time to go during can't-miss events. And brand executive interviews and talent partners set the stage for Angel to show up in a strategically placed spot (our potty-tunity) right before halftime.
### **The Flush of Success**
The stunty-telling style campaign not only turned traditional Big Game advertising on its head, but helped propel the Angel Soft business (11% increase in sales at Walmart vs. pre-period; +91% jump in sales rank on Amazon) and brand to its first Big Game campaign success. By leveraging strategic earned communications, we transformed a single commercial into a widespread cultural phenomenon, establishing a meaningful connection between Angel Soft and consumers.
end of modal
+11% IN UNAIDED BRAND AWARENESS
+25% IN RECOGNITION OF ANGEL
1,600% IN SOCIAL ENGAGEMENT
5.4B EARNED IMPRESSIONS
Get in touch[Contact us](/contact)
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[Global](/work?location=global)
Red Sea International Film Festival
# Elevating Saudi Cinema from Emerging Festival to Global Force
The Red Sea International Film Festival (RSIFF) has emerged as Saudi Arabia's premier celebration of cinema, a transformative force bringing the magic of global storytelling to the Kingdom. For its fourth edition, RSIFF returned to its permanent home in Al Balad, marking a pivotal moment in its evolution and a renewed opportunity to solidify its position as a leading international film festival. While already a prominent event, RSIFF aimed to further elevate its global profile, attract wider attention and solidify its reputation as a must-attend event for film industry professionals and enthusiasts, showcasing Saudi Arabia's burgeoning cinema sector to the world.
### **"A New Home for Film": Amplifying Voices, Igniting Passion**
Under the festival’s 2024 theme: “A New Home for Film”, we helped RSIFF elevate global awareness, attract wider media attention, and generate extensive coverage of its unique programming and world-renowned talent. More than just a festival, RSIFF is committed to developing the national film industry and championing emerging voices from Arab, African, and Asian regions – providing a vital platform for filmmakers, and filling a critical gap in the global film festival landscape. To achieve this, Burson developed and executed a comprehensive communications strategy, building upon past successes while reinforcing RSIFF's bold narrative in Al Balad. This involved managing media activity for over 150 hosted media and 70 locally based media, facilitating more than 500 press junket interviews, and overseeing 18 red carpets, including the prestigious Women in Cinema gala event. Beyond the glamour, we led crisis communications planning and real-time media monitoring, ensuring RSIFF's narrative remained controlled and impactful.
### **Record-Breaking Reach, Lasting Impact**
Our integrated strategy maximized global visibility, elevated media attendance, and drove record-breaking media reach for the festival, culminating in positive coverage and cementing RSIFF and Saudi Arabia as a premier destination for global film talent and a dynamic player in the global film landscape.
+25K PIECES OF COVERAGE
1.97bn USD IN EARNED PR VALUE
Get in touch[Contact us](/contact)
---
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---
[Global](/work?location=global)
Asociación Argentina de Tenis (AAT)
# A Hundred Years of Clay: Re-Engaging a Nation Through Its Tennis DNA
For its 100th anniversary, the Argentine Tennis Association (AAT) faced a decline in media attention. Recent struggles in the Davis Cup – the premier international team event in men's tennis – had distanced the Argentinian National Team from the spotlight, and fans from the sport. To reignite interest and celebrate Argentina's rich tennis history, the AAT decided to tap into the heart of the nation's tennis DNA: its iconic clay courts.
### **A Court Like No Other Where Legends Live On**
In a unique approach to celebrating Argentina’s tennis heritage, we launched “A Hundred Years of Clay.” This initiative aimed to bring mystique back to the country’s central court by collecting clay from courts across the nation where Argentine tennis legends first honed their skills. From Guillermo Vilas's Club Náutico de Mar del Plata to Juan Martín Del Potro's Independiente de Tandil, clay from iconic locations was brought together to create the Guillermo Vilas Central Court, the stage for the Davis Cup vs. Lithuania.
The strategy hinged on a crafted narrative that resonated with the shared history of Argentine tennis, tapping into the nostalgia and pride associated with Argentine tennis legends. The collection of clay from iconic locations lent credibility to the campaign, while multi-channel activation – leveraging audiovisual pieces, a media event, and social media – maximized reach and engagement. Strategic partnerships with tennis legends, current players and media outlets further amplified the message.
### **Rekindling National Pride**
In a nation dominated by soccer, the AAT successfully leveraged the Davis Cup to rally the country behind tennis. "A Hundred Years of Clay" reminded Argentinians of their rich tennis heritage, reigniting passion and solidifying the sport's place in the national consciousness.
All national newspapers featured the activation and the two biggest sports networks in the country, TyC Sports and ESPN, aired special segments covering the activation on live TV. Social reach soared and most importantly, series tickets sold out.
end of modal
+6M EARNED MEDIA REACH
+256% SOCIAL REACH VS LAST DAVIS CUP MATCH
ALL MATCH DAY TICKETS SOLD OUT
Get in touch[Contact us](/contact)
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---
[Global](/work?location=global)
****Carlsberg**
# Raising Awareness in Unexpected Depths
More than half of deadly boating accidents involve alcohol, according to the Swedish Transport Agency. As a leading brewery and distributor, Carlsberg wanted to raise awareness around the dangers of drunk boating and advocate for choosing non-alcoholic beer when at sea. The brand developed an activation targeted to boaters that could earn attention and carry the message: Don’t drink and boat.
## **A bold approach to serving up a sobering message**
In partnership with Burson, Carlsberg sank a bar to the bottom of the ocean off a main pier at one of Sweden’s summer hotspots for boating enthusiasts.
Submerged 20 feet below the surface, this fully equipped underwater establishment served as a powerful symbol of the very real risks associated with alcohol at sea. It opened to the public during peak season, serving the solution to the problem: non-alcoholic beer.
Local scuba diving organizations, key media and the public were invited to go underwater, explore the sunken bar and try the alcohol-free beer. The event was live streamed on Carlsberg’s social channels, producing spectacular assets to help spread the message on every available channel. On-brand campaign materials were also displayed at Swedish seaside bars.
## **Making waves**
The campaign made waves globally, generating an impressive 31 million in earned reach and over 15 million social media impressions. But the impact went far beyond online buzz. In summer 2022, drunk boating cases in Sweden plummeted by nearly half, according to the Swedish Police Authority.
The initiative also resulted in record-high brand reputation scores for Carlsberg, solidifying their commitment to responsible consumption. Furthermore, the campaign contributed to an increase in the brand’s already leading share of the competitive non-alcoholic beer market.
By taking a stand against drunk boating in such a unique and impactful way, Carlsberg and Burson proved that sometimes the most effective messages are the ones best experienced at depth.
end of modal
+1.9% All-time high brand reputation
+1.6% Leading market share
-43% Decrease in drunk boating cases (Swedish Police Authority)
Get in touch[Contact us](/contact)
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---
[Global](/work?location=global)
**GSK**
# Visualizing the Future of Healthcare Innovation
Burson, as part of an integrated WPP team, was challenged to disrupt medical conference conventions at BIO and differentiate GSK from its competitors.
**Listening to innovate the future**
Inspired by GSK’s belief that “innovation starts when we stop to listen,” we invited conference-goers to share their perspectives on the future of healthcare innovation. We listened to their views and in real-time turned their responses into a dynamic data visualization that captivated attendees and sparked a GSK-led dialogue around innovation.
Creating impact outside the halls of the BIO conference, the team shared the real-time results from the survey, and creative assets spanning video, photography and content captured at the booth on GSK’s social channels, supported by strategic media relations to extend reach and impact.
The campaign was a success, garnering 25 million impressions in a range of outlets and dominating the conversation in and outside the conference with a 53% competitive share of voice.
end of modal
25M Earned media impressions
1,745 Total survey participants
Get in touch[Contact us](/contact)
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---
[Global](/work?location=global)
**Brady**
# Amplifying Veteran Voices for Common-Sense Gun Legislation
In the wake of the devastating mass shootings in Buffalo, New York, and Uvalde, Texas, Burson joined forces with Brady, a leading bipartisan gun safety organization, on a pro bono mission to combat escalating gun violence in the United States. Recognizing the need to reach audiences beyond traditional gun safety advocates, the focus shifted to a critical, often overlooked demographic: the "moveable middle.”
## **Bridging the divide: Reaching beyond the base**
Research by Burson revealed that this group – often comprised of individuals over 35, with working-class backgrounds and moderate political leanings – held nuanced views on gun ownership. While this audience valued the Second Amendment, they were increasingly troubled by the unchecked proliferation of assault weapons in civilian hands. A multi-pronged strategy was crafted to connect with this audience authentically:
- **Draw a clear distinction:** The campaign boldly emphasized the stark contrast between firearms used responsibly for protection and sport shooting, and military-style assault weapons designed for warfare.
- **Hear from veterans on the front lines:** Recognizing the credibility and influence that veterans have with this demographic, the campaign showcased powerful testimonials from those who knew, firsthand, the devastating consequences of assault weapons.
- **Turn outrage into action:** Flexible campaign assets were created, empowering Brady to respond rapidly to mass shootings in real-time and capitalize on moments of heightened public outcry to mobilize citizens and drive political action.
end of modal
**"War Stories": A campaign that hit home**
The centerpiece of the campaign was "War Stories," a series of poignant videos featuring veterans bravely sharing their experiences with assault weapons and advocating for the removal of assault weapons from civilian life. The campaign struck a chord, generating overwhelmingly positive responses from gun owners, advocates, survivors and lawmakers alike.
**Driving measurable impact**
"War Stories" ignited a wave of action, driving over 13,000 impassioned emails to Congress demanding support for an assault weapons ban. The campaign captured significant media attention, earning an exclusive feature in The Guardian (U.S. edition) and coverage on CNN and other major outlets. In its first week alone, "War Stories" reached over 346 million people, demonstrating the power of authentic storytelling to shift public opinion.
**By April 2024, the campaign had amassed over 355,000 video views across social media platforms, proving its sustained impact and ability to reach a wider audience.** The strategic approach and impactful creative helped Brady amplify its message, engage a critical constituency and contribute to the ongoing national conversation about gun safety.
+346M Reached
+355K "War Stories" video views
+13K Emails to Congress
Get in touch[Contact us](/contact)
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---
[Global](/work?location=global)
**Arken Zoo**
# Uniting a Nation to Protect Pets
For animals left in parked cars on sunny days, even a few minutes can be deadly. Sweden's leading pet store chain, Arken Zoo, partnered with Burson to instill a crucial message — no pets in hot cars — and educate pet owners and the public about the correct steps to take if they see a distressed pet inside a parked vehicle.
## **Turning a law into a (furry) lifesaver**
Under Swedish law, people are exempt from criminal responsibility if they break a car window to save a life. This inspired the creation of the **Heatstriker**, the first-ever emergency window-breaking hammer combined with a built-in water bottle. This innovative tool provided both the means to rescue a pet in distress and the immediate hydration needed to combat heatstroke.
## ****Sparking a movement****
Heatstrikers were sold in Arken Zoo stores nationwide and used as a powerful tool to earn attention and promote the campaign message. The multi-faceted strategy included in-store awareness, earned media, social outreach to key pet influencers and experiential displays in public parking lots across the nation.
The campaign raised awareness, changed behaviors and ultimately saved pet lives. It reached more than 10 million people, doubling the initial earned media target. Social media engagement rates soared to nearly 60%. The campaign was also voted the best by the Swedish public in a national Novus poll.
Remarkably, there were **no** reported pet deaths from heatstroke in cars across Sweden during the campaign summer, reflecting a critical behavioral change among the public.
end of modal
Zero Pet deaths that summer
120% Increase in brand preference
93% Boost in brand consideration
Get in touch[Contact us](/contact)
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---
[Global](/work?location=global)
**Mozilla**
# Getting Policymakers to Give a “Duck” About Cybersecurity
When navigating the internet, browsers protect users by keeping their information private. In 2022, the EU proposed legislation that would force browsers to accept QWACs, lower-security standard website certificates. Mozilla, the company behind Firefox, partnered with Burson to raise awareness of this issue among policymakers.
## Fishing for ducks for cybersecurity
By complying with the new legislation, browsers would open users up to possible malicious attacks and online crime. Noticing that QWAC sounds like the noise a duck makes, Mozilla decided to take a creative approach to contest the legislation by placing a fairground-style duck fishing game directly in front of the European Parliament. Burson supported Mozilla with this fully integrated campaign, combining direct outreach to policymakers with broader awareness-raising efforts across traditional and social media and with stakeholder engagement.
## Opening up discussion to the public and reaching policymakers
The duck game was supported by a [campaign microsite](https://securityriskahead.eu/) and social content on [Twitter](https://x.com/RiskAhead) and [LinkedIn](https://www.linkedin.com/company/security-risk-ahead/), kicking off an ongoing campaign and conversation around QWACs. To engage policymakers, Mozilla hosted a panel discussion and an event where the Certificate Authorities and Firefox debated their positions on stage.
Ultimately, within six months of lobbying, members of the European Parliament agreed on a positive compromise to the legislation, which safeguards the integrity of Mozilla’s browser and ensures security for web users across Europe. The Parliament is now looking to defend that position during inter-institutional negotiations with the Council and the Commission.
end of modal
Get in touch[Contact us](/contact)
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---
# The ROI of Relevance
## Every brand wants to be ‘in culture.’ The hard part is how.
The brands people love do not feel like brands. They feel like they belong. That kind of belonging isn't accidental. It's the result of a fundamentally different starting point — one that doesn't begin with the brand, but with the people it wants to reach. The brands that do this well begin with the subcultures, passions, rituals and beliefs that shape how people see themselves and the world. They start with the questions clients are asking us:
- How does cultural relevance connect to sales, market share and loyalty?
- Where and how should my brand show up?
- Which tactics actually work?
- How do we even define "culture" in a way that drives strategy?
These aren't abstract questions. They show up in briefs. They drive decisions. And they counsel on what it takes to "be authentic."
Burson's Culture Up framework builds the foundation for long-term reputation by grounding brand strategy in the specific cultural playgrounds where a brand has earned the right to belong. Validated across 30 major global brands, our approach delivers 3.2x greater business impact, not by being louder, but by being relevant in ways that actually matter.
---
## Real Data. Real Results.
33% lift in purchase intent
89%+ accuracy in predicting when to act
3.2x Greater Business Impact
## Burson's Culture Up Approach
Cultural SegmentationTraditional targeting relies on static definitions. Culture doesn't. Demographic segmentation groups people by age, income, gender, geography, or job title, then makes assumptions about their affinities. We flip that. We start with the cultures that represent the greatest opportunity for a brand, then reach everyone who lives inside them. People aren’t age brackets or zip codes, they’re a combination of passions, values, and experiences. Culture Up recognizes that mix.
Cultural PlaygroundsA cultural playground is a distinct subculture defined by shared identity, language, passions, and values. It’s a space where a brand naturally intersects with the authentic interests of a specific community. Custom playgrounds (spaces like “Menu Hackers” or “IRL and Analog”) serve as the strategic foundation for all creative briefs and brand activation.
Cultural ActivationsBurson has transformed cultural-activation timing from a guessing game into a predictive science. Our proprietary algorithm, powered by our cognitive AI tool, Decipher, continuously monitors the volume and velocity of conversations within designated cultural playgrounds to forecast the precise moment for action. The result is the cultural activation window: the sweet spot where a movement is robust enough to offer commercial scale, yet nascent enough that a brand can authentically help shape the narrative.
---
## Relevance isn’t bought. It’s earned, one culture at a time.
The ROI of Relevance
Transitioning to a Culture Up model requires a structured, deliberate shift in strategy, creative development, and measurement. The business case is clear. Brands that earn their place in culture don’t just perform better in the short term. They build the kind of genuine belief and long-term reputation that compounds over time.
Read more in our executive summary.
[Access the Summary](https://cdn.bursonglobal.com/assets/Culture-Up-Executive-Summary.pdf)
---
## Let's earn your place in culture, together.
> The magic happens when all three pieces come together: the right cultural segmentation, the right playgrounds, activated at the right moment. The brands that figure out where they belong and show up consistently, humbly, and with genuine intent, don't just win awards. They crack the code on the ROI of relevance. They build the kind of reputation and business results that compounds long after the festival lights go down. And that's a trophy worth chasing.
>
> Allison CirulloGlobal Practice Lead, Consumer & Brand, Burson
---
### Related Links
- [Get in touch](/cdn-cgi/l/email-protection#eb8884859f8a889fab899e999884858c8784898a87c5888486)
- [More insights](https://www.bursonglobal.com/insights/global/the-student-and-the-soccer-mom-arent-so-different-after-all)
Get in touch[Contact us](/contact)
---
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---
# Beyond GEO
### The Goal Is No Longer to Be Found. It Is to Be Believed.
In today's zero-click world, LLMs have become a new arbiter of reputation. For years, companies fought to show up in search results. Now they face a harder battle: being believed.
Burson's new report, **The Credibility Paradox: Advancing GEO from Visibility to Reputation**, reframes the conversation around Generative Engine Optimization (GEO) from a technical exercise focused on visibility to a strategic reputation opportunity centered on believability. AI synthesizes, summarizes and delivers information directly to your audiences, and showing up is just the beginning. What determines whether visibility becomes a reputation asset or a liability is credibility.
In this original research, Burson analyzed thousands of reputation-related prompts across seven major AI answer platforms, covering 85 companies, eight reputation levers and three audiences. Burson Decipher then assessed the resulting AI-generated responses, producing over 55,000 believability forecasts.
The path forward starts here.
In an AI-driven world, compelling narratives alone aren't enough. They must be backed by evidence that AI systems can read and audiences can trust. CCOs need to shift their focus toward building reputation systems that are both machine-readable and believable. **Burson's 3C Model** offers a practical framework for credible AI visibility:
- **Consistent Narrative**: Align all owned, earned, and executive content around the same clear, current proof points.
- **Compounding Authority**: Build third-party validation through media, analysts, experts, and creators. The goal isn't coverage, it's corroboration.
- **Chorus of Content**: Amplify evidence across multiple formats, voices, and platforms so AI systems recognize it as durable and credible.
The proof your company builds now will define the reputation narratives audiences believe tomorrow. Don't let your competitors define your credibility.
---
- [Press Release](https://www.bursonglobal.com/newsroom/global/burson-research-highlights-gap-between-visibility-and-believability-in-generative-engine-optimization)
- [Burson Products](https://www.bursonglobal.com/expertise#products)
Get in touch[Contact us](/contact)
---
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---
# Burson at Cannes
This year at Cannes, Burson will be driving the conversation at the intersection of creativity, reputation and culture. When attention is the ultimate currency, our focus is on elevating the power of earned creative ideas—the kind that not only capture imaginations but also build and protect reputation.
Our team of strategists, creatives, and AI-powered problem-solvers will be on the ground to connect with our clients and partners, and contribute to the discussion on what's next. To amplify these conversations, Burson will have a Pop-Up Media & Creator Studio on the WPP Rooftop at The Martinez Hotel, a dedicated hub for both high-level media interviews and creator content. As the industry changes with the dawn of the intelligence era, our goal is to share perspective on how the art of human insight, combined with the precision of AI, can unlock new possibilities.
The future of communications is being shaped by the conversations at Cannes — if you’ll be there [we’d love to connect](/cdn-cgi/l/email-protection#5a382f28293534743f2c3f342e291a382f282935343d3635383b3674393537).
---
- [On the Ground](/p/burson-at-cannes-2026?llmify=true#ontheground)
- [In the Jury Room](/p/burson-at-cannes-2026?llmify=true#juryspotlight)
- [Burson Young Lions](/p/burson-at-cannes-2026?llmify=true#younglions)
- [Programs](/p/burson-at-cannes-2026?llmify=true#programs)
- [Connect at Cannes](/cdn-cgi/l/email-protection#7e1c0b0c0d1110501b081b100a0d3e1c0b0c0d11101912111c1f12501d1113)
---
## On the Ground
*\*All event times are in CEST.*
---
## Interested in these events?
[Email us](/cdn-cgi/l/email-protection#ec8e999e9f8382c2899a8982989fac8e999e9f83828b80838e8d80c28f8381)
---
## In the Jury Room
As members of the esteemed Cannes Lions juries for the PR Lions, Taj Reid and Eleanor Sullivan join the line-up of highly respected and accomplished global industry talent tasked with shortlisting and awarding the very best in creative and effective work from across the globe at this year’s festival. Following the festival, we’ll be sharing key insights and emerging trends from the world’s most inspiring creative work. Reach out if you’d like to learn more.
- [### Taj Reid PR Lions Awarding JurorGlobal Chief Creative Officer](https://www.bursonglobal.com/thought-leaders/global/taj-reid)
- [### Eleanor Sullivan PR Lions Shortlisting JurorChief Strategy Officer, United Kingdom](https://www.bursonglobal.com/thought-leaders/united-kingdom/eleanor-sullivan)
---
## Meet our Young Lions
We're incredibly proud to champion and celebrate the creative minds representing Burson at this year's Young Lions competition. This year, our dynamic team from Burson France has clinched national victory in the highly competitive PR Young Lions competition, secured their place at the prestigious Cannes Lions International Festival of Creativity and will showcase their innovative thinking and strategic brilliance on the global stage.
Hear from our Young Lions below on what they're most looking forward to in the PR competition:
> I’m most excited about being pushed out of my comfort zone and seeing what happens when creativity, pressure and a lack of sleep collide. There’s something thrilling about working against the clock and chasing that moment when a completely crazy idea suddenly (and hopefully) clicks at 3 a.m. Beyond the competition itself, I’m excited to meet inspiring people from around the world, learn from different perspectives, and make the most of what is truly a once-in-a-lifetime experience.
>
> Ekaterina GovorukhinaCreative Strategist, Burson France
> I’m incredibly excited about the Young Lions Competition. It’s a unique opportunity to represent France and Burson internationally. I’m especially looking forward to meeting some of the most creative people in the world, attending inspiring conferences, and testing myself in such a high-pressure environment. The opportunity to learn, compete, and grow through this experience is truly motivating.
>
> Eugénie Trouvé-ApperryJunior Consultant, PR & Influence, Burson France
---
## See It Be It
[See It Be It](https://www.canneslions.com/impact/see-it-be-it) is the program that creates space for women and non-binary people in the creative industry – accelerating their careers to work towards gender equality – with a goal of equal numbers, across genders, across all levels of seniority. Since 2014, the program has been inviting up to 20 creatives from around the world to Cannes Lions for a four-day learning program. During these four days, the creatives are equipped with tools that’ll help their career progression – including mentorship, masterclasses with industry leaders, backstage access and sessions tailored towards each person’s goals.
## Farah El Beaini
**Group Account Director, Travel & Tourism, Burson U.A.E.**
### 2026 See It Be It Cohort
**What are you most looking forward to learning from the See It Be It program at the Cannes International Festival of Creativity this year?**
"I’m most looking forward to learning how we can build a more honest, supportive creative and communications industry through mentorship; one rooted in real experiences and vulnerability, that not only makes the path lighter for the next generation of women, but actively empowers them to thrive."
---
## Cannes Can: Diversity Collective (CC:DC)
[Cannes Can: Diversity Collective (CC:DC)](https://cannesdiversitycollective.com/) was created due to the lack of inclusivity in advertising, marketing, communications, and creative industries. The program's goal is to increase the representation of talent for people of color at some of the largest marketing events in the world – including Cannes Lions – and offers creative talent at every level the opportunity to learn from global thought leaders via curated experiences like exclusive panels, private networking events and collaborative workshops. Since 2018, CC:DC has brought more than 130 ambassadors to Cannes.
Hear from our CC:DC Ambassadors below on what they're most looking forward to learning from the program:
- ### Cecilia Edelberg
Assistant Account Executive, Corporate Affairs, Burson U.S."I am looking forward to learning from those around me - both my cohort members and festival attendees. I am excited to take it all in and come back with a greater understanding of culture, creativity and the forces that are shaping what is to come."
- ### Nicole Walters
Account Manager, Influencer, Consumer & Brand, Burson United Kingdom"I’m looking forward to learning about how conversations are shifting around creative work and specifically the creator economy, from a global perspective, more about cultural preservation and how brands can continue to innovate through this vein."
- ### Marco Ramirez
Account Executive, Consumer & Brand, Burson U.S."I am entering this space with curiosity, ready to learn, connect, and represent my Hispanic/Latino community."
Burson's new report, **The Credibility Paradox: Advancing GEO from Visibility to Reputation**, reframes the conversation around Generative Engine Optimization (GEO) from a technical exercise focused on visibility to a strategic reputation opportunity centered on believability. AI synthesizes, summarizes and delivers information directly to your audiences, and showing up is just the beginning. What determines whether visibility becomes a reputation asset or a liability is credibility.
[Read The Credibility Paradox](https://www.bursonglobal.com/p/beyond-geo)
---
## Spotlight on the Work
Global
[Nestlé## The KitKat Heist PR Lions Grand Prix Winner at the 2026 Cannes Lions International Festival of Creativity | A week before Easter (chocolate's Superbowl) KitKat faced an unimaginable crisis. Thieves hijacked a truck carrying 12 tonnes of product (413,793 individual bars) somewhere between Italy and Poland.](/work/global/the-kitkat-heist)
Global
[Ford## The Ford Truckle Enter the Truckle, the world’s first belt buckle turned key fob. This wearable symbol of pride worn around the waist solved a daily frustration with down-home simplicity, freeing hands for essential work. Nobody asked for the Truckle, but Ford recognized an opportunity at the intersection of function and culture.](/work/global/the-ford-truckle)
Global
[Emirates Global Aluminium## Women on Site When industrial signs only show men, the message resonates clearly: “this space wasn’t designed for women.” To make women visible, EGA and Burson challenged this bias across three levels: worksite, university, and society.](/work/global/women-on-site)
Global
[Filmstaden## Scaredy Cats To show Swedes that watching horror in theatres is so intense they might need professional help to survive, Filmstaden introduced Scaredy Cats. Robotic therapy cats, which are scientifically proven to soothe anxiety, became a theatre menu item available to borrow during screenings.](/work/global/scaredy-cats)
Get in touch[Contact us](/contact)
---
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---
# Burson's Cannes 101 Guide
Get in touch[Contact us](/contact)
---
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---
# What's Reputation Worth?
For decades, leaders knew reputation mattered but couldn't put a dollar value on it. Now, we can.
Burson’s study of 66 publicly traded companies, **The Global Reputation Economy: A New Asset Class**, revealed that the magnitude of “Reputation Return” could add anywhere from $2 million to as much as $202 billion in unexpected shareholder returns, above what would be expected strictly from standard financial performance metrics.
- **The finding**: Strong reputation delivers a nearly 5% "Reputation Return" in unexpected shareholder value, beyond what financial models would predict.
- **The scale**: Applied globally, this creates a **$7.07 trillion Reputation Economy** across publicly traded companies worldwide.
The research also unveiled a critical blindspot: Workplace reputation ranked lowest in executives' perceived priorities at just 11% yet showed an 11.8% gap between the best and worst performing companies in the study. In today’s age of AI, this oversight could prove costly—companies need an "AI people strategy," not just an "AI strategy." Organizations using AI primarily for headcount reduction will see efficiency gains eroded by reputational damage.
Access the full report and discover how reputation can be transformed from an abstract concept into a strategic tool for decision-making.
---
- [Reputation Capital](https://www.bursonglobal.com/p/reputation-capital)
- [Press Release](https://www.bursonglobal.com/newsroom/global/burson-quantifies-the-value-of-reputation-revealing-a-7-trillion-global-reputation-economy)
Get in touch[Contact us](/contact)
---
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---
# Ein Moment der (beinahe) Stille von Burson
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Weitere entspannte Sounds für die festliche Zeit findet ihr in unserer [Playlist mit chilligen Vibes](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d) von Burson CEO Corey duBrowa.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Burson Zaprasza na Chwile Wyciszenia
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Więcej kojących, relaksujących brzmień znajdziecie na naszej [playliście](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d), którą przygotował CEO Burson, Corey duBrowa.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Het Wordt (Bijna) Stil bij Burson
end of modal
Ondek de [playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)van onze CEO Corey duBrowa vol chille nummers voor meer sfeer en rust tijdens de feestdagen.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Un moment de (quasi) silence de la part de Burson
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Pour des sons plus apaisants pendant les fêtes de fin d'année, découvrez notre [playlist aux ambiances relaxantes](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d), sélectionnée par Corey duBrowa, CEO de Burson.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Hetki Rauhaa Bursonilta
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Kaipaatko rentouttavia säveliä juhlakauteen? Virittäydy tunnelmaan Bursonin toimitusjohtaja Corey duBrowan [soittolistan tahdissa](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d).
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Мить (майже) тиші від Burson
end of modal
Цього новорічного сезону налаштуйтеся на спокій разом із нашим [плейлистом «chill vibes»](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d) від CEO Burson Corey duBrowa.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Un Momento de (Casi) Silencio de Burson
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Te invitamos a disfrutar de unos momentos de relajación con [la playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d) de nuestro CEO, Corey duBrowa.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Un Momento di (Quasi) Silenzio, Firmato Burson
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Per rilassarvi con le melodie giuste per queste feste, scoprite [la selezione](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d) di Corey duBrowa, CEO di Burson.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Et Øyeblikk Nesten-stillhet fra Burson
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For et avslappende lydbilde skreddersydd for juleferien, ta en [lytt til spillelisten](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d) fra Burson's CEO Corey duBrowa.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Un instant de (quasi) silence de Burson
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Pour des mélodies plus apaisantes en ce temps des Fêtes, découvrez notre [sélection musicale d'ambiance décontractée](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d), préparée par Corey duBrowa, PDG de Burson.
[Liste de lecture Brrrrrrrrson](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# 博雅集团
end of modal
Get in touch[Contact us](/contact)
---
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---
# Um Momento de (Quase) Silêncio do Grupo Burson
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Para mais sons relaxantes nesta época festiva, confira nossa [playlist de músicas](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d) do CEO do Grupo Burson, Corey duBrowa.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Un momento de (casi) silencio de Burson
end of modal
Para disfrutar de más sonidos relajantes durante estas fiestas, escucha nuestra [playlist de melodías tranquilas](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d), creada por Corey duBrowa, CEO de Burson.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# A Moment of (Near) Silence from Burson
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For more soothing sounds this holiday season, check out our [playlist of chill vibes](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d) from Burson's Global CEO Corey duBrowa.
[Brrrrrrson Chillout Playlist](https://open.spotify.com/playlist/0VGkE03dVmWMQJktjQ0nuw?si=aV_FyYq8Sdu2yRVIzDL2UQ&nd=1&dlsi=e0c9edaa4923475d)
Get in touch[Contact us](/contact)
---
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---
# Join us at the World Economic Forum in Davos
Burson will be on the ground at the World Economic Forum Annual Meeting in Davos, Switzerland (January 19-23) to host a series of critical conversations on AI and the future of reputation.
Register to be added to our invite list or to set up time for our team to walk you through our latest insights.
## **Will you be at Davos?**
[Register your interest](https://forms.cloud.microsoft/Pages/ResponsePage.aspx?id=oV91K9Ej80iY_G_cHcSNabvX8X6eO2BLkOR8pKQAGuBUQzFKNjJOOEtTNFY4QUQxOTZDS0I2MU9YSi4u)
---
## Activations On-The-Ground
## Want to join us at these events?
[Register your interest](https://forms.cloud.microsoft/Pages/ResponsePage.aspx?id=oV91K9Ej80iY_G_cHcSNabvX8X6eO2BLkOR8pKQAGuBUQzFKNjJOOEtTNFY4QUQxOTZDS0I2MU9YSi4u)
---
## On Location
[Explore all](/leaders?location=global)
## Introducing Reputation Economy
For decades, leaders knew reputation mattered but couldn't put a dollar value on it. Now, we can.
Burson’s landmark new study of 66 publicly traded companies revealed that the magnitude of “Reputation Return” could add anywhere from $2 million to as much as $202 billion in unexpected shareholder returns, above what would be expected strictly from standard financial performance metrics.
[Access the Report](https://www.bursonglobal.com/p/reputation-economy)
Get in touch[Contact us](/contact)
---
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---
# Burson at Cannes
#### At Burson, we believe reputation is earned—and creativity is the catalyst. We solve our clients' biggest challenges by leveraging earned creative ideas that build, protect, and amplify their reputation for measurable business impact. By identifying cultural tensions and activating novel ideas, we earn attention and move audiences from conversation to connection to conversion.
#### Our world-class team of strategists, creatives, and AI-powered problem-solvers redefines how brands engage in an always-on world. With expertise spanning content, digital, and data, Burson isn’t just responding to change—we’re leading it with creativity that drives action and delivers results.
---
- [On the Ground](/p/burson-at-cannes?llmify=true#ontheground)
- [In the Jury Room](/p/burson-at-cannes?llmify=true#juryspotlight)
- [Burson Young Lions](/p/burson-at-cannes?llmify=true#younglions)
- [Work Spotlight](/p/burson-at-cannes?llmify=true#workspotlight)
- [Connect at Cannes](/cdn-cgi/l/email-protection#7c3f1d1212190f4e4c4e493c1e090e0f13121b10131e1d10521f1311)
## Introducing Reputation Capital
The only comprehensive, AI-powered, live look into your reputation. A tool that uses eight intelligence levers to measure influence and impact, and human creativity to inform your next move. Because at the end of the day, knowledge is power. Power your business and reputation with Reputation Capital.
[Learn more](https://www.bursonglobal.com/p/reputation-capital)
---
## On the Ground
## Interested in these events?
[Email us](/cdn-cgi/l/email-protection#e2a1838c8c8791d0d2d0d7a2809790918d8c858e8d80838ecc818d8f)
---
## In the Jury Room
### **PR Lions Awarding Juror:
Diego Bertagni**
**EVP, Executive Creator Director, Americas**
As a member of the esteemed Cannes Lions jury, Diego joins a line-up of highly respected and accomplished global industry talent tasked with awarding the very best in creative and effective work from across the globe at this year’s festival. Following the festival, we’ll be sharing key insights and emerging trends from the world’s most inspiring creative work—reach out if you’d like to learn more.
---
## Meet our Young Lions Teams
We're incredibly proud to champion and celebrate the creative minds representing Burson at this year's Young Lions competition. This year, two dynamic teams have clinched national victories in the highly competitive PR Young Lions competition, securing their places at the prestigious Cannes Lions International Festival of Creativity. Our champions from Sweden and Dubai are now poised to showcase their innovative thinking and strategic brilliance on the global stage.
Team Burson Sweden
**What excites you the most about competing in the Young Lions Cannes Festival this year?**
What excites me most is the intense, high-pressure challenge itself. The opportunity to push creative boundaries under such tight deadlines, and to learn how to solve complex briefs with impactful ideas. It's a great chance to grow and and see what you are capable of. **~ Anna Skar (Art Director)**
---
**What are you most looking forward to about competing in the Young Lions Cannes Festival this year?**
Since it's our second time in Cannes and competing in Young Lions, I'm excited to leverage our previous experiences to create an even bolder and more creative idea \[read: we want to win\]. I'm also looking forward to spend some time in a warm country and meeting colleagues from across the world! **~ Mimmi Onsum (Creative Account Executive)**
**What excites you the most about competing in the Young Lions Cannes Festival this year?**
"Can’t wait to be immersed in creativity from around the world and learn the thinking behind these brilliant ideas. It’s an incredible opportunity to sharpen our craft and represent a region bursting with creative energy on a global stage." **~ Raneem Saleh (Account Director)**
---
**What are you most looking forward to about competing in the Young Lions Cannes Festival this year?**
"I'm looking forward to representing both the MENA region and Burson on a global stage. It’s an opportunity to showcase how we approach creative challenges and to see how other teams from around the world tackle the same brief in their own way. It’s a learning experience that challenges our thinking and pushes the boundaries of what’s possible in the industry." **~ Youssef Yammine (Associate Creative Director)**
Team Burson Dubai
---
## Cannes Can: Diversity Collective (CC:DC)
Burson U.S. has two Cannes Can: Diversity Collective (CC:DC) 2025 Ambassadors. The program offers creative talent at every level the opportunity to learn from global thought leaders via curated experiences like exclusive panels, private networking events and collaborative workshops.
**What does being a part of the CC:DC Ambassador Program mean to you?**
“For me, being part of this program feels like a moment where I’m truly seen, not just for my work, but for who I am and what I represent. That feeling is powerful, and it’s something I intend to pass on by sharing this experience, creating space for others, and helping to make the industry more inclusive from the inside out.” **~ Jourdan Schwartz (Senior Social Analyst, Insights, Data & Intelligence)**
---
“Being a part of the CC:DC Ambassador Program has rekindled my flame for creativity, and I am ready to amplify it to the next level! I am honored to be selected to be a part of this program because it will not only allow me the opportunity to network with individuals in this field who are passionate about their purpose, but also will give me the space to take up space. I want to make sure that I am getting out of my comfort zone and pushing my boundaries.” **~ Sydney Jones (Senior Account Executive, Health & Wellness)**
---
## Spotlight on the Work
Global
[Carlsberg## DrunkenBait Fishing is Sweden’s most popular pastime. Home to 10,000+ lakes and Europe’s longest coastline, it’s enjoyed by one-fifth of the population annually. Unfortunately, with this tradition comes a dangerous habit: people mix fishing with alcohol, leading to serious accidents. A recent surge in fishing and boating-related drownings (up 40% according to the Swedish Life Saving Society) put the issue in the spotlight. Victims were overwhelmingly men, and alcohol was often to blame, with one in three drownings being alcohol-related (source: Swedish National Board of Forensic Medicine).](/work/global/drunkenbait)
Global
[UNCCD COP16## The Land's Voice The United Nations Convention to Combat Desertification (UNCCD) is tackling a critical but often overlooked crisis: the degradation of our planet’s healthy land. Despite affecting more than 3.2 billion people, UN Sustainable Development Goal (SDG) 15: Life on Land remains one of the most underfunded global priorities. At COP16 in Riyadh, UNCCD set out to change that – to ignite global action, galvanize leaders, and make the land crisis impossible to ignore.](/work/global/the-lands-voice)
Get in touch[Contact us](/contact)
---
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---
# Introducing Reputation Capital
We’ve always believed that reputation drives results – now, we can prove it. Burson's Reputation Capital is the first product to connect what builds reputation to what grows your business. Using cutting-edge technology, we’ve reinvented how to build and protect reputation to deliver smarter advice and bolder ideas. In today's fast-moving world, our global team of creative problem-solvers is helping brands reinvent how reputation is earned, turning reputation into a competitive advantage that directly impacts your bottom line.
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### **What is it?**
Reputation Capital is a technology platform and consulting framework that helps clients understand the relationship between proven drivers of reputation and business outcomes such as stock price, sales and purchase intent. Using advanced AI and vast data analysis, this predictive tool helps brands build and protect their reputation in real-time, creating marketing and communications strategies that deliver measurable business results and achieve the cultural influence to lead in today's media.
### **Why is it different?**
Reputation Capital is the only dynamic and predictive platform that identifies the key factors influencing your reputation, shows you the direct link to business results and provides actionable insights to help you build a stronger, more valuable reputation.
Traditional reputation tracking is static and backward-looking – a survey or an index – and often one-dimensional. Burson’s Reputation Capital gives you a live, forward-looking view of multiple reputation drivers, so you can spot risks and opportunities in a fast-changing world.
### **How does it work?**
Reputation Capital analyzes eight key levers – like governance and creativity – to predict outcomes such as stock price, sales and loyalty, giving you actionable insights to drive communications decisions to maximize your brand’s value. Using these drivers, you'll see your live reputation score, spot emerging risks and opportunities and understand the financial impact of your reputation. We help you focus on what delivers the biggest ROI, empowering our experts to create bold ideas and innovative solutions that move the needle.
## Introducing Reputation Economy
For decades, leaders knew reputation mattered but couldn't put a dollar value on it. Now, we can.
Burson’s landmark new study of 66 publicly traded companies revealed that the magnitude of “Reputation Return” could add anywhere from $2 million to as much as $202 billion in unexpected shareholder returns, above what would be expected strictly from standard financial performance metrics.
[Access the Report](https://www.bursonglobal.com/p/reputation-economy)
---
## **Interested in Reputation Capital?**
In today's dynamic market, a strong reputation is your most valuable asset. Schedule a strategy session with our team to explore how Reputation Capital can help you forecast the impact of your actions and drive tangible business results.
[Schedule a consultation](https://www.bursonglobal.com/contact)
---
## Reputation is Currency for Every Leader,
From the C-Suite to Corporate Communicators to Brand Marketers
> Our core belief at Burson is that reputation is the most valuable asset that any organization possesses. It’s complex and constantly evolving, influenced by a variety of factors. With Reputation Capital, Burson is turning reputation from an impression or a view or an image into a tangible asset for the business, for the boardroom, for investors.
>
> Corey duBrowaGlobal CEO, Burson
---
## Validated by experts
> Burson’s Reputation Capital is an exceptionally advanced platform that takes the most comprehensive view of reputation – and provides the most actionable intelligence – of anything that’s currently on the market. The empirical evidence that Reputation Capital reveals about the attributes that comprise reputation is extraordinarily valuable information that can guide Burson’s counselors and the C-suite.
>
> Dr. Felipe ThomazAssociate Professor of Marketing, University of Oxford, and Co-Founder and Managing Director of Augmented Intelligence Labs
---
## Capitalize on your capital
Partner with our creative communications experts to put Reputation Capital to work for your business.
Proactive Crisis Mitigation: See Risks Before They EruptIdentify and address emerging reputational threats before they escalate into full-blown crises. Reputation Capital's predictive AI gives you the foresight to protect your brand and bottom line.
Optimize Strategic Investments: Maximize Your Reputation ROIAllocate resources with confidence. Understand which reputation levers deliver the greatest impact on your business outcomes, ensuring every dollar drives measurable results.
Amplify Advantage: Outmaneuver the CompetitionGain a decisive edge. Monitor competitor reputation, identify vulnerabilities and proactively shape your brand narrative to capture market share and build lasting loyalty.
---
### Related Links
- [Press release](https://www.bursonglobal.com/newsroom/global/burson-introduces-pioneering-ai-powered-solution-to-quantify-impact-of-reputation-on-business-results)
- [More insights](https://www.bursonglobal.com/newsroom/global/burson-reinventing-the-enduring-art-and-science-of-reputation)
> In the beginning, top management used to say to us, *‘Here’s the message, deliver it.’*
>
> Then it became, *‘What should we say?’*
>
> Now, in smart organizations, it’s ***‘What should we do?’***
>
> - Harold Burson
Get in touch[Contact us](/contact)
---
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---
# Sports & Entertainment
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---
## **We unlock the power of fandom.**
### **Global Excellence, Local MVPs**
Our bold ideas know no borders, but brilliant execution requires local expertise. With centers of excellence in the US, Canada, Latin America, UK, Europe, the Middle East, and Asia-Pacific, we deliver impactful and locally fluent campaigns that are built on a foundation of reputation expertise.
### **Building & Protecting Brand Legacy**
We understand the power of sports and entertainment to shape public perception and build stronger brands. We're not just about short-term wins; we're playing the long game, protecting and enhancing brand reputation in this dynamic landscape for lasting success.
### **Trusted by Industry Leaders**
From Activision Blizzard and adidas to the International Olympic Committee and Spotify, leading organizations trust Burson to navigate the dynamic intersection of sports, entertainment, and brand reputation.
### **Data-Backed Partnership Power**
We leverage our proprietary Innovation Suite and WPP Open, WPP's AI-powered intelligent marketing operating system, to provide clients with data-driven insights that maximize their return on investment. By assessing the potential impact of partnerships with celebrities, athletes, teams, venues, and more, we help clients make informed decisions about their brand investments.
---
### Related Links
- [Press release](https://bursonglobal.com/newsroom/global/burson-sports-entertainment-scores-wins-and-global-expansion)
- [Contact us](https://www.bursonglobal.com/contact)
- [Additional offerings](https://www.bursonglobal.com/expertise)
## Case Studies
- [### Activision Blizzard Cracking the Housing Code with Black Ops 6](https://bursonglobal.com/work/global/cracking-the-housing-code-with-black-ops-6)
- [### America's Cup Charting a New Course in the World of Esports](https://bursonglobal.com/work/global/charting-a-new-course-in-the-world-of-esports)
- [### Angel Soft “Potty-tunity”: Disrupting the Big Game](https://bursonglobal.com/work/global/potty-tunity-disrupting-the-big-game-with-stunty-storytelling)
- [### Asociación Argentina de Tenis (AAT) A Hundred Years of Clay](https://bursonglobal.com/work/global/a-hundred-years-of-clay-re-engaging-a-nation-through-its-tennis-dna)
- [### Red Sea International Film Festival Connecting Saudi Film to the World](https://bursonglobal.com/work/global/elevating-saudi-cinema-from-emerging-festival-to-global-force)
- [### Saudi Pro League The Birthday Tribute That Broke the Internet](https://bursonglobal.com/work/global/cr7-at-40-the-birthday-tribute-that-broke-the-internet)
- [### Warner Bros Discovery Amplifying Conservation, Captivating a Continent](https://bursonglobal.com/work/global/returning-discoverys-shark-week-to-apex-predator-status)
---
## Meet Our Sports & Entertainment Leaders
[Explore all](/leaders?location=global)
---
## Related Insights
- [### The LA28 Playbook LA28 will reward brands that show up in culture, not just on screens. Here are 5 shifts brands need to make before 2028.](https://cdn.bursonglobal.com/assets/Burson-x-LA28_Oct2026-1.pdf)
- [### 2026 Ranking of Sports Cities Burson’s 2026 Ranking of Sports Cities names New York the world’s leading sports city, followed by Paris, Los Angeles, London and Madrid.](https://www.bursonglobal.com/newsroom/switzerland/new-york-no-1-2026-ranking-of-sports-cities)
Get in touch[Contact us](/contact)
---
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---
# FlightSchool
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### Our proprietary crisis simulation experience, **FlightSchool** offers real-time crisis training and testing protocols to help prepare teams for effective crisis response and mitigation, even in the most high-pressure circumstances.
---
### Learn more about our products:
- [Our Products](https://www.bursonglobal.com/expertise#products)
Get in touch[Contact us](/contact)
---
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---
# The Decipher Suite
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### **The Decipher Suite** predicts the impact of proactive and defensive communications; the impact of themes globally and regionally; and emerging cultural trends.
---
### Learn more about our products:
- [Our Products](https://www.bursonglobal.com/expertise#products)
Get in touch[Contact us](/contact)
---
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---
# The Sonar Suite
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### **The Sonar Suite** provides societal narrative intelligence and risk sensing power, enabling companies to stay ahead of threats in audio and video and from hard-to-monitor platforms like TikTok, Truth Social, YouTube and more, including the unique threats of mis/disinformation, before competitors even see them coming.
---
### Learn more about our products:
- [Our Products](https://www.bursonglobal.com/expertise#products)
Get in touch[Contact us](/contact)
---
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---
# The Fount Suite
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### Our proprietary data analysis and reporting ecosystem, **The Fount Suite** integrates multiple data sources; cognitive, generative, and discriminative AI; and real-time reporting to take data from information to action in near real-time.
---
### Learn more about our products:
- [Our Products](https://www.bursonglobal.com/expertise#products)
Get in touch[Contact us](/contact)
---
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---
# The Future of Gen Z in the Health Industry: Understanding the newest generation of health consumers’ needs and priorities
Gen Z is reshaping the health industry. No longer future consumers, they are now making their own healthcare decisions, navigating a complex system for the first time. This 2024 Gen Z Healthcare Report, based on a global survey of 5,000 Gen Z adults, provides critical insights into this generation's healthcare priorities, anxieties and aspirations. Fill out the form below to download a copy of the report.
Raised in a digital world and shaped by the COVID-19 pandemic, Gen Z approaches healthcare with a unique perspective. This report delves into the state of Gen Z’s attitude toward health, revealing:
- **The emotional impact** of taking on healthcare responsibility as young adults post-COVID.
- **The struggle with communication and cost** within current healthcare systems.
- **The rise of holistic and alternative approaches** to wellness.
- **The preference for in-person connection** despite being digital natives.
- **The skepticism toward traditional healthcare communication** and the desire for sincere efforts to communicate health information from trusted resources including HCPs and healthcare companies.
Download the full report now to discover the healthcare experience Gen Z is hoping for. This report is essential reading for healthcare providers, pharmaceutical professionals, insurers and anyone seeking to gain valuable insights into Gen Z's preferences, behaviors and expectations to aid in connecting with this unique generation of healthcare consumers.
The 2024 Gen Z Healthcare Report was combined with analysis from Decipher Health, our AI solution that assessed the believability of key survey findings and provided a 360-degree view of the Gen Z report participants. Decipher Health fuels powerful communications tailored to specific audiences, like Gen Z, by predicting their responses to narratives, spokespersons, and social creative content, eliminating guesswork and enabling faster, always-on market research.
Decipher Health was created in partnership with AI company Limbik and is an offer through PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI. Email us today to schedule a consultation with one of our Decipher Health experts to learn how to incorporate this tool for your business needs.
[Email Us](/cdn-cgi/l/email-protection#bedadbddd7ced6dbccd6dbdfd2cad6fedcddc993d9d2d1dcdfd290ddd1d3)
Get in touch[Contact us](/contact)
---
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---
# California Consumer Privacy Notice For Suppliers
# Burson California Consumer Privacy Notice for Suppliers
# Version 1.6 Date Last Updated: January 2026
## ABOUT THIS PRIVACY NOTICE
1. During the course of our activities we, Burson, will process personal information (which may be held on paper, electronically, or otherwise) about our Suppliers (third party companies providing products or services to Burson) and we recognize the need to treat it in an appropriate and lawful manner, in accordance with the California Privacy Rights Act (CPRA) and other applicable data protection laws. The purpose of this privacy notice (“Notice”) is to make you aware of how we, as a Business, will handle your personal information. This notice applies to personal information we collect from our suppliers who are residents of the State of California.
2. This Notice also serves as our “Notice at Collection” under the CPRA.
3. This Notice may be amended at any time, for which we do not require supplier approval.
4. If we process your information through our website, please review our CCPA website privacy policy [here](https://bursonglobal.com/p/california-consumer-privacy-act-notice).
5. We will comply with the following data protection principles and such additional conditions for processing as may be relevant under applicable law, which include:
## DATA PROTECTION PRINCIPLES
(a) Lawfulness, fairness and transparency.
(b) Purpose limitation.
(c) Data minimization.
(d) Data accuracy.
(e) Storage limitation.
(f) Integrity and confidentiality.
(g) Accountability.
1. "Personal information" means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household. It may include contact details, other personal information, photographs, expressions of opinion about you or indications as to our intentions about you. "Processing" means doing anything with the data, such as collecting, accessing, disclosing, storing, selling, sharing, destroying or using the data in any way.
2. We may collect the following categories of personal information for the purposes explained below:
3. **Personal identifiers**: such as your name, address, phone number, email, signature, and company bank details.
4. **Characteristics of protected classifications under California or federal law**: such as your name, signature, address, telephone number, commercial information, or tendencies, company bank account number or other company financial information.
5. **Sensory data**: such as video or audio information relating to your interview or CCTV footage as monitored by our security cameras in the facilities we operate.
6. **Internet or other electronic activity information**: such as information regarding your interaction with our systems and servers.
7. **Inferences taken from other personal information, including information to create a profile:** information inferred from information gathered sources to create your profile e.g., this could refer to things like your company profile or job title.
## CATEGORIES OF PERSONAL INFORMATION WE COLLECT
We may also collect notes linked to procurement, information obtained from our supplier background screening or any other information you provide when engaging with us.
## SOURCES OF PERSONAL INFORMATION
We will collect personal information directly from you during our engagement with you or when you otherwise contact us.
We may combine personal information that you provide us with information we collect from elsewhere. Such sources may include:
- Publicly accessible sources (company website, companies house, other web sources);
- Pre-supplier screening and background check suppliers; and
- Other sources as directed by you for example, PowerPoints, one pagers etc..
If you are an existing supplier, we may also collect information from you during the course of our contract with Burson. This may include information we collect from through our engagement with you, your interaction with operating systems or servers, or other sources directly related to our relationship.
## BUSINESS PURPOSES FOR COLLECTING PERSONAL INFORMATION
We process the categories of personal information listed above for the following purposes:
- **Managing our relationship:** we use your personal information to process data of representatives or contacts of our suppliers who are legal entities to manage our relationship and communicate with you.
- **Making decisions about our suppliers:** we use your personal information to make decisions about procuring goods and services (e.g., determining payment or the terms of our contractual agreement(s) etc.). In cases where our supplier is a legal person, we use your personal information to keep our supplier updated throughout our relationship. Moreover, we use your personal information to assess your status as a new or existing supplier and keep you updated throughout.
- **Upholding our commercial interests:** we use your personal information to uphold our company’s economic interests and ensuring compliance and reporting (such as adhering to our policies, local legislation and managing allegations of fraud or misconduct). In cases where our supplier is a natural person, we use your personal information to investigate and prevent fraud or misconduct and to protect our economic interests.
- **To manage your visit to our offices:** we use your personal information for purposes required by law e.g., to comply with fire safety regulations.
- **To keep you informed:** we use your personal information to keep you informed of news, updates and other information related to our business and that of other companies in our group.
- **Conducting prior screening and background checks:** we use your personal information to undertake screening and background checks.
- **Equal opportunities legislation:** we may process your personal data in order to report on and monitor globally our progress in promoting equal opportunities and compliance with equal opportunities legislation.
- **Complying with legislation:** we use your personal information for the purposes of adhering to applicable laws, to respond to legal orders, resolve legal disputes, action our rights in applicable employment or related contracts. and adhere to legal and regulatory requirements more generally.
## DISCLOSURE OF PERSONAL INFORMATION
We may share your personal information for the business purposes described in section 5 of this notice, with the following third parties:
- **Affiliates and subsidiaries**: we may share your personal information with our affiliates and subsidiaries.
- **Service providers**: we may share your personal information with service providers (these could include suppliers who undertake screening services or background checks and finance suppliers).
- **Professional service firms:** we may share your personal information with advisors such as auditors or legal counsel.
- **Persons involved with business acquisitions or mergers**: we may share your personal information to third parties in the event of a merger, acquisition, joint supplier, dissolution, liquidation or other type of re-organisation).
- **Government:** we may share your personal information with governmental authorities such as federal agencies, courts, and other government authorities where are required under applicable law.
## PURPOSE LIMITATION
We will only process your personal data for the specific purpose or purposes notified to you.
## DATA MINIMIZATION
Your personal information will only be processed to the extent that it is necessary for the specific purposes notified to you.
## DATA ACCURACY
We will keep the personal information we store about you accurate and up to date. Please notify us if your personal details change or if you become aware of any inaccuracies in the personal data we hold about you.
## STORAGE LIMITATION
We will not keep your personal information for longer than is necessary for the purpose or otherwise required in law. This means that data will be destroyed or erased from our systems when we are no longer required or authorized to retain it.
## DATA SECURITY
1. We will ensure that appropriate measures are taken against unlawful or unauthorised processing of personal data, and against the accidental loss of, or damage to, personal data.
2. We have in place procedures and technologies to maintain the security of all personal information from the point of collection to the point of destruction. We will only transfer personal information to a third party if they agree to comply with those procedures and policies, or if they put in place adequate measures.
3. Maintaining data security means guaranteeing the confidentiality, integrity, and availability (for authorized purposes) of the personal information.
## Your rights
The CPRA provides you with certain rights in relation to your personal information. These rights include:
- **The right to know:** You have the right to access what personal information we have processed about you. This includes the categories of personal information we have collected, the categories of sources from where we have collected personal information, the business purpose of collect or disclosing your personal information, the categories of third parties to whom we disclose personal information, and the specific pieces of information we have collected about you.
- **The right to delete:** You have the right to delete the personal information we have processed about you.
- **The right to correct:** You have the right to correct or amend the personal information we have on file about you that may be incorrect.
- **The right to non-discrimination:** You have the right to not be discriminated against for exercising any of the rights outlined above, including the right not to be retaliated against.
The rights outlined above may be subject to certain exceptions. To exercise any of your rights, please contact us using the information below. We will respond to your request within the timeframe permitted under applicable law.
Prior to executing your individual rights request, we will first verify your identity by asking you to provide information about yourself and comparing that information with what we have on file about you. The information we may ask you to provide to verify your identity may include your name, or some other personal identifier. You may also authorize an agent to submit a request on your behalf by submitting a written permission that authorizes the agent to act on your behalf and includes your signature. If you use an authorized agent, we will still take steps to verify your identity.
Please note that we do not “sell” or “share” your personal information, as those terms are defined under the CPRA. Additionally, we do not use your “sensitive personal information” for any purposes that would permit you to limit our use of such information. You may review [Cal. Civ. Code Section 1798.121(a)](https://thecpra.org/#1798.121) to learn more about these permitted purposes.
## CONTACT AND QUERIES
We will not discriminate or retaliate against you if you choose to exercise any of your rights under the CPRA.
Should you have any queries regarding this notice or processing of personal information by Burson please contact us by email at [\[email protected\]](/cdn-cgi/l/email-protection#2b5b59425d4a48526b495e595844454c4744494a4705484446) or toll-free at +1 (844) 229 7964.
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/california-consumer-privacy-notice-for-suppliers?llmify=true#!)
---
# California Consumer Privacy Notice For Clients
# Burson California Consumer Privacy Notice for Clients
# Version 1.6 Date Last Updated: January 2026
## ABOUT THIS PRIVACY NOTICE
1. During the course of our activities we, Burson, will process personal information (which may be held on paper, electronically, or otherwise) about our clients and we recognize the need to treat it in an appropriate and lawful manner, in accordance with the California Privacy Rights Act (CPRA) and other applicable data protection laws. The purpose of this privacy notice (“Notice”) is to make you aware of how we, as a Business, will handle your personal information. This notice applies to personal information that we collect from our Clients who are residents of the State of California.
2. This Notice also serves as our “Notice at Collection” under the CPRA.
3. This Notice may be amended at any time, for which we do not require client approval.
4. If we process your information through our website, please review our CCPA website privacy policy [here](https://www.bursonglobal.com/p/california-consumer-privacy-act-notice).
5. We will comply with the following data protection principles and such additional conditions for processing as may be relevant under applicable law, which include:
## DATA PROTECTION PRINCIPLES
(a) Lawfulness, fairness and transparency.
(b) Purpose limitation.
(c) Data minimization.
(d) Data accuracy.
(e) Storage limitation.
(f) Integrity and confidentiality.
(g) Accountability.
1. "Personal information" means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household. It may include contact details, other personal information, photographs, expressions of opinion about you or indications as to our intentions about you. "Processing" means doing anything with the data, such as collecting, accessing, disclosing, storing, selling, sharing, destroying, or using the data in any way.
2. We may collect the following categories of personal information for the purposes explained below:
3. **Personal identifiers**: such as your name, address, phone number, and email signature.
## CATEGORIES OF PERSONAL INFORMATION WE COLLECT
We may also collect notes linked to our business development initiatives, or any other information you provide when engaging with us.
## SOURCES OF PERSONAL INFORMATION
We will collect personal information directly from you or the entity you represent or when you otherwise contact us.
In most instances, you are required to make your personal information available (such as part of managing your commercial relationship with us), and the supply of the information is accordingly mandatory. In instances where it is voluntary, we will inform you accordingly.
We may combine personal information that you provide us with information we collect from elsewhere. Such sources may include:
- Publicly accessible sources (company website, companies house, other website sources); and
- Other sources as directed by you for example, client-led presentations, one pagers etc .
If you are our Client, we may also collect information from you during the course of your relationship with Burson. This may include information we collect through liaising with you.
## BUSINESS PURPOSES FOR COLLECTING PERSONAL INFORMATION
We process the categories of personal information listed above for the following purposes:
- **Managing our relationship:** we use your personal information to process data of representatives or contacts of our customers who are legal entities to manage our relationship and communicate with you.
- **Making decisions about supplying goods and services:** we use your personal information to make decisions about supplying goods and services (e.g., determining payment or the terms of our contractual agreement(s) etc). In cases where our client is a legal person, we use your personal information to keep our client updated throughout our relationship. Moreover, we use your personal data to supply goods and services to you and to keep you updated throughout our relationship.
- **To manage your visit to our offices:** we use your personal information for purposes required by law e.g., to comply with fire safety regulations.
- **To keep you informed:** we use your personal information to keep you informed of news, updates and other information related to our business and that of other companies in our group.
- **Equal opportunities legislation:** we may process your personal data in order to report on and monitor globally our progress in promoting equal opportunities and compliance with equal opportunities legislation.
- **Complying with legislation:** we use your personal information for the purposes of adhering to applicable laws, to respond to legal orders, resolve legal disputes, action our rights in applicable employment or related contracts. and adhere to legal and regulatory requirements more generally.
- **Conducting prior screening checks:** we use your personal information to undertake screening and background checks.
- **Upholding our commercial interests:** we use your personal information to uphold our company’s economic interests and ensuring compliance and reporting (such as adhering to our policies, local legislation and managing allegations of fraud or misconduct). In cases where our client is a natural person, we use your personal data to investigate and prevent fraud or misconduct and to protect our economic interests.
## DISCLOSURE OF PERSONAL INFORMATION
We may share your personal information for the business purposes described in section 5 of this notice, with the following third parties:
- **Affiliates and subsidiaries**: we may share your personal information with our affiliates and subsidiaries.
- **Service providers**: we may share your personal information with service providers (these could include third party onboarding partners, finance vendors).
- **Professional service firms:** we may share your personal information with advisors such as auditors or legal counsel.
- **Persons involved with business acquisitions or mergers**: we may share your personal information to third parties in the event of a merger, acquisition, joint vendor, dissolution, liquidation or other type of re-organisation).
- **Government:** we may share your personal information with governmental authorities such as federal agencies, courts, and other government authorities where are required under applicable law.
## PURPOSE LIMITATION
We will only process your personal data for the specific purpose or purposes notified to you.
## DATA MINIMIZATION
Your personal information will only be processed to the extent that it is necessary for the specific purposes notified to you.
## DATA ACCURACY
We will keep the personal information we store about you accurate and up to date. Please notify us if your personal details change or if you become aware of any inaccuracies in the personal data we hold about you.
## STORAGE LIMITATION
We will not keep your personal information for longer than is necessary for the purpose or otherwise required in law. This means that data will be destroyed or erased from our systems when we are no longer required or authorized to retain it.
## DATA SECURITY
1. We will ensure that appropriate measures are taken against unlawful or unauthorised processing of personal data, and against the accidental loss of, or damage to, personal data.
2. We have in place procedures and technologies to maintain the security of all personal information from the point of collection to the point of destruction. We will only transfer personal information to a third party if they agree to comply with those procedures and policies, or if they put in place adequate measures.
3. Maintaining data security means guaranteeing the confidentiality, integrity, and availability (for authorized purposes) of the personal information.
## Your rights
The CPRA provides you with certain rights in relation to your personal information. These rights include:
- **The right to know:** You have the right to access what personal information we have processed about you. This includes the categories of personal information we have collected, the categories of sources from where we have collected personal information, the business purpose of collect or disclosing your personal information, the categories of third parties to whom we disclose personal information, and the specific pieces of information we have collected about you.
- **The right to delete:** You have the right to delete the personal information we have processed about you.
- **The right to correct:** You have the right to correct or amend the personal information we have on file about you that may be incorrect.
- **The right to non-discrimination:** You have the right to not be discriminated against for exercising any of the rights outlined above, including the right not to be retaliated against.
The rights outlined above may be subject to certain exceptions. To exercise any of your rights, please contact us using the information below. We will respond to your request within the timeframe permitted under applicable law.
Prior to executing your individual rights request, we will first verify your identity by asking you to provide information about yourself and comparing that information with what we have on file about you. The information we may ask you to provide to verify your identity may include your name, employee number, or some other personal identifier. You may also authorize an agent to submit a request on your behalf by submitting a written permission that authorizes the agent to act on your behalf and includes your signature. If you use an authorized agent, we will still take steps to verify your identity.
Please note that we do not “sell” or “share” your personal information, as those terms are defined under the CPRA. Additionally, we do not use your “sensitive personal information” for any purposes that would permit you to limit our use of such information. You may review [Cal. Civ. Code Section 1798.121(a)](https://thecpra.org/#1798.121) to learn more about these permitted purposes.
## CONTACT US
We will not discriminate or retaliate against you if you choose to exercise any of your rights under the CPRA.
Should you have any questions regarding this notice or processing of personal information by Burson please contact us by email at [\[email protected\]](/cdn-cgi/l/email-protection#2c5c5e455a4d4f556c4e595e5f43424b40434e4d40024f4341) or by telephone at +1 (844) 229 7964.
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/california-consumer-privacy-notice-for-clients?llmify=true#!)
---
# California Consumer Privacy Act Notice
**CCPA Privacy Notice**
**Version 1.6 Date Last Updated: January 2026**
If you are a California resident, the California Consumer Privacy Act, including any amendments made via the California Privacy Rights Act (“CPRA”) and any relevant implementing regulations, (“CCPA”) provides you with certain rights regarding your personal information, including the right to know about personal information collected, disclosed, sold or shared; the right to request that we delete personal information that we have collected from you; the right to correct personal information that we have collected from you, the right to opt-out of the sale or sharing of your personal information; and the right not to be discriminated against. All of these rights are subject to certain exceptions. The purpose of this privacy notice is to make you aware of how we, as a Business, will handle your personal information. This notice applies to consumers who are residents of the State of California.
To review our privacy practices in general, please review our main privacy notice [here](https://www.bursonglobal.com/privacy-notice).
**Collection of Personal Information**
When you interact with our business (such as by visiting our website), we may collect information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household (“personal information”). We may have collected the following categories of personal information over the past 12 months:
- Identifiers, such as your name, email address, or IP address.
- Categories of personal information described in subdivision (e) of California Civil Code Section 1798.80, such as your name and telephone number.
- Internet or other electronic network activity information, such as cookies, web logs, IP addresses, and mobile device IDs.
- Professional or employment-related information, such as your company name and address or any information that you share with us on your job application.
- Inferences drawn from any of the information identified above.
We collect the personal information listed above from the following sources:
- From you directly, when you visit our website or provide us with your personal information as part of interacting with our services.
- From your operating system and platforms.
- From your internet service provider.
**Categories Of Personal Information We Collect**
We may collect the following categories of personal information for the purposes explained below:
- **Personal identifiers:** such as your name, email address, or IP address.
- **Characteristics of protected classifications under California or federal law:** such as your name and telephone number.
- **Internet or other electronic network activity information:** such as cookies, web logs, IP addresses, and mobile device IDs.
- **Professional or employment-related information**: such as your company name and address.
- Inferences drawn from any of the information identified above.
DISCLOSURE OF PERSONAL INFORMATION
We may share your personal information for the business purposes described above, with our affiliates, including WPP group companies (you can find further details on our group companies [here](https://www.wpp.com/en/about)) and the following third parties:
- Our service providers.
- Data analytics providers.
- Social networks.
- Advertising companies.
- Government entities (to the extent required by law).
- Other third parties, if our assets are the subject of a sale or a similar corporate transaction.
We use or disclose your information for the following purposes:
- To provide you with materials and information you requested.
- To send you information that may be of interest to you, such as newsletters, whitepapers, news bulletins, and other business information.
- To respond to specific questions you may raise regarding BCW and its various operating companies and brands.
- To provide you with better ways of accessing information on our website.
- To process your queries and requests, such as those submitted via or pursuant to the “Contact” and “Careers” sections on our website.
- To allow you to submit information to our new business team.
- To process your registration for events, seminars, conferences, and meetings via our website.
Please note that you may find additional information about any of the topics above in our main privacy notice [here](https://bcw-global.com/privacy-notice).
**Your Rights**
**Right to Know and Correct**
California residents have the right to request that we disclose certain information about our collection and use of your personal information over the past twelve months (“Right to Know”). Once we receive and confirm your verifiable consumer request, we will disclose to you the following information (unless an exemption applies):
- The categories of personal information we collected about you.
- The categories of sources for the personal information we collected about you.
- The categories of personal information that we have disclosed for a business or commercial purpose.
- Our business or commercial purposes for collecting, sharing or selling personal information.
- The categories of third parties with whom we share that personal information.
- The specific pieces of personal information we collected about you (i.e., a data portability request).
In the event that the information provided to you is inaccurate, you have the right to correct personal information that we collected from you.
**Right to Delete**
California residents have the right to request that we delete the personal information that we collected from you and retain, subject to certain exceptions (“Right to Delete”). Once we receive and confirm your verifiable consumer request, we will delete (and direct our service providers to delete) your personal information from our records, unless an exception applies.
**Right to Opt-Out of Sale or Sharing**
The CCPA provides California residents with the right to opt-out of the “sale” or “sharing” of their personal information, as those terms are defined in the CCPA.
We do not sell or share the personal information we collect about or from California residents. We do not knowingly collect, sell, or share personal information about California residents under the age of 16.
Right to Non-discrimination
The CCPA provides California residents with the right not to receive discriminatory treatment for the exercise of their privacy rights conferred by the CCPA. We will not discriminate against you for exercising any of your CCPA rights.
The rights outlined above may be subject to certain exceptions. Additionally, we do not use your “sensitive personal information” for any purposes that would permit you to limit our use of such information. You may review [Cal. Civ. Code Section 1798.121(a)](https://thecpra.org/#1798.121) to learn more about these permitted purposes.
**Exercising Your Rights**
If you are a California resident and wish to request for us to provide you with your Right to Know, Right to Correct or Right to Delete, you may submit a request to us through the following ways:
- By email at [\[email protected\]](/cdn-cgi/l/email-protection#7404061d0215170d34160106071b1a13181b1615185a171b19)
- By phone at our toll free number at +1 (844) 229 7964.
Upon receiving a request from you, we will first verify your identity by comparing the information you provide (your name, email address, or phone number) with the information we have on file. We may ask you for additional information to verify your identity or to comply with your request. We will also inform you if we are unable to complete your request due to an exemption.
**Authorized Agent**
You may authorize an agent to make a request on your behalf. To designate an agent, please provide a written and signed document by you that authorizes the agent to act on your behalf. You may submit this document at the email address below. We may still require you to provide sufficient information to allow us to reasonably verify that you are the person about whom we collected personal information.
**Contact for More Information**
If you wish to contact us regarding our California Privacy Notice, you may do so through the following methods:
- By email at [\[email protected\]](/cdn-cgi/l/email-protection#28585a415e494b51684a5d5a5b47464f44474a4944064b4745)
- By phone at our toll free number on +1 (844) 229 7964.
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/california-consumer-privacy-act-notice?llmify=true#!)
---
# California Recruitment Privacy Notice
# Version 1.6 | Date Last Updated: January 2026
## ABOUT THIS PRIVACY NOTICE
1. During the course of our activities we, Burson, will process personal information (which may be held on paper, electronically, or otherwise) about applicants for roles in our business and we recognize the need to treat it in an appropriate and lawful manner, in accordance with the California Privacy Rights Act (CPRA) and other applicable data protection laws. The purpose of this privacy notice (“Notice”) is to make you aware of how we, as a Business, will handle your personal information. This notice applies to job applicants (“Applicant”) who are residents of the State of California.
2. This Notice also serves as our “Notice at Collection” under the CPRA.
3. We may amend this notice at any time, for which we do not require Applicant approval, but we will keep Applicants informed of material changes.
4. We will comply with the following data protection principles and such additional conditions for processing as may be relevant under applicable law, which include:
## DATA PROTECTION PRINCIPLES
(a) Lawfulness, fairness and transparency.
(b) Purpose limitation.
(c) Data minimization.
(d) Data accuracy.
(e) Storage limitation.
(f) Integrity and confidentiality.
(g) Accountability.
1. "Personal information" means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household. It may include contact details, other personal information, photographs, expressions of opinion about you or indications as to our intentions about you. "Processing" means doing anything with the data, such as collecting, accessing, disclosing, storing, selling, sharing, destroying or using the data in any way.
2. We may collect the following categories of personal information for the purposes explained below:
3. **Personal identifiers**: such as your name, home address, phone number, email, passport number, driver’s license number, date of birth, signature, education, bank details, medical information, health insurance information and unique personal identifiers (such as device IDs, cookies, beacons, pixels, mobile device IDs, and similar technologies).
4. **Personal information protected under California Civil Code Section 1798.80(e)**: such as information about your age, race, ethnicity, marital status, sex, or gender.
5. **Characteristics of protected classifications under California or federal law**: such as your name, signature, social security number, physical characteristics or description, address, telephone number, passport number, driver’s license information or state ID number, insurance policy number, education information, employment information, commercial information, including records of personal property, products or services purchased, obtained or considered or other purchasing or consumer histories or tendencies, bank account number, other financial information, medical information, biometric information or health insurance information.
6. **Professional or employment-related information**: such as your academic background, employment record, employment contract, references, information relating to your achievements, accreditations and awards, training, performance evaluations, any termination information.
7. **Education information,** such as your academic background, education transcripts, and information related to your achievements, accreditations and awards, and training.
8. **Sensory data**: such as video or audio information relating to your interview or CCTV footage as monitored by our security cameras in the facilities we operate.
9. **Inferences taken from other personal information, including information to create a profile:** information inferred from information gathered sources to create your profile e.g., this could refer to things like your characteristics, behavior, abilities.
10. **Sensitive personal information:** as defined in the CPRA, such as your driver’s license information, passport information, bank details, precise geolocation information, biometric data, or information about your race, sexual orientation, health, or ethnic origin.
## CATEGORIES OF PERSONAL INFORMATION WE COLLECT
3.2 We may also collect notes linked to job interviews, information obtained from our background screening, test results or any other information you provide when applying for a job with us.
## SOURCES OF PERSONAL INFORMATION
4.1 We will collect personal information directly from you during your application process or when you otherwise contact us.
4.2 In most instances, you are required to make your personal information available (such as part of your job application), and the supply of the information is accordingly mandatory. In instances where it is voluntary, we will inform you accordingly.
4.3 We may combine personal information that you provide us with information we collect from elsewhere. Such sources may include:
- Recruitment partners;
- Academic institutions;
- Social media platforms or publicly accessible sources (e.g. Twitter, Facebook, Linkedin);
- Previous employers and references;
- Pre-employment screening and background check vendors and
- Other sources as directed by you for example, accreditation boards etc .
## BUSINESS PURPOSES FOR COLLECTING PERSONAL INFORMATION
We process the categories of personal information listed above for the following purposes:
- **Recruiting our employees:** we use your personal information to manage your job application and application profile, assess your academic background, arrange, and conduct interviews and to liaise with you.
- **Conducting prior screening and background checks:** we use your personal information to undertake screening and background checks.
- **Equal opportunities legislation:** we may process your personal data in order to report on and monitor globally our progress in promoting equal opportunities and compliance with equal opportunities legislation.
- **Complying with legislation:** we use your personal information for the purposes of adhering to applicable laws, to respond to legal orders, resolve legal disputes, action our rights in applicable employment or related contracts. and adhere to legal and regulatory requirements more generally.
## DISCLOSURE OF PERSONAL INFORMATION
We may share your personal information for the business purposes described in section 5 of this notice, with the following third parties:
- **Affiliates and subsidiaries**: we may share your personal information with our affiliates and subsidiaries.
- **Service providers**: we may share your personal information with service provides (these could include head-hunters, vendors who undertake screening services or background checks, third party benefit providers, payroll firms, and finance vendors).
- **Professional service firms:** we may share your personal information with advisors such as auditors or legal counsel.
- **Persons involved with business acquisitions or mergers**: we may share your personal information to third parties in the event of a merger, acquisition, joint vendor, dissolution, liquidation or other type of re-organization).
- **Government:** we may share your personal information with governmental authorities such as federal agencies, courts, and other government authorities where are required under applicable law.
## PURPOSE LIMITATION
We will only process your personal data for the specific purpose or purposes notified to you.
## DATA MINIMIZATION
Your personal information will only be processed to the extent that it is necessary for the specific purposes notified to you.
## DATA ACCURACY
We will keep the personal information we store about you accurate and up to date. Please notify us if your personal details change or if you become aware of any inaccuracies in the personal data we hold about you.
## STORAGE LIMITATION
We will not keep your personal information for longer than is necessary for the purpose or otherwise required in law. This means that data will be destroyed or erased from our systems when we are no longer required or authorized to retain it.
## DATA SECURITY
1. We will ensure that appropriate measures are taken against unlawful or unauthorized processing of personal data, and against the accidental loss of, or damage to, personal data.
2. We have in place procedures and technologies to maintain the security of all personal information from the point of collection to the point of destruction. We will only transfer personal information to a third party if they agree to comply with those procedures and policies, or if they put in place adequate measures.
3. Maintaining data security means guaranteeing the confidentiality, integrity, and availability (for authorized purposes) of the personal information.
## Your rights
The CPRA provides you with certain rights in relation to your personal information. These rights include:
- **The right to know:** You have the right to access what personal information we have processed about you. This includes the categories of personal information we have collected, the categories of sources from where we have collected personal information, the business purpose of collect or disclosing your personal information, the categories of third parties to whom we disclose personal information, and the specific pieces of information we have collected about you.
- **The right to delete:** You have the right to delete the personal information we have processed about you.
- **The right to correct:** You have the right to correct or amend the personal information we have on file about you that may be incorrect.
- **The right to non-discrimination:** You have the right to not be discriminated against for exercising any of the rights outlined above, including the right not to be retaliated against in an employment setting.
The rights outlined above may be subject to certain exceptions. To exercise any of your rights, please contact us using the information below. We will respond to your request within the timeframe permitted under applicable law.
Prior to executing your individual rights request, we will first verify your identity by asking you to provide information about yourself and comparing that information with what we have on file about you. The information we may ask you to provide to verify your identity may include your name or some other personal identifier. You may also authorize an agent to submit a request on your behalf by submitting a written permission that authorizes the agent to act on your behalf and includes your signature. If you use an authorized agent, we will still take steps to verify your identity.
Please note that we do not “sell” or “share” your personal information, as those terms are defined under the CPRA. Additionally, we do not use your “sensitive personal information” for any purposes that would permit you to limit our use of such information. You may review [Cal. Civ. Code Section 1798.121(a)](https://thecpra.org/#1798.121) to learn more about these permitted purposes.
## CONTACT AND QUERIES
We will not discriminate or retaliate against you if you choose to exercise any of your rights under the CPRA.
Should you have any questions regarding this notice or processing of personal information by Burson please contact us via email at [\[email protected\]](/cdn-cgi/l/email-protection#3c4c4e554a5d5f457c5e494e4f53525b50535e5d50125f5351) or by telephone at +1 (844) 229 7964.
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/california-recruitment-privacy-notice?llmify=true#!)
---
# Recruitment Privacy Notice
# Burson Privacy Notice for Recruitment
# Version 1.6 Date Last Updated: January 2026
At Burson we are committed to ensuring that your personal information is protected and never misused.
Our privacy notice explains what personal information we collect, why we collect it, how we use it, the controls you have over your personal information and the procedures that we have in place to protect your privacy. It applies to personal information we collect through public sources (e.g.: LinkedIn) as well as CVs and other documents you send to us.
By sharing your personal information with us, you confirm that you have read and understood the terms of this privacy notice. We take responsibility for the personal information we collect about you, and we aim to be transparent about how we handle it, and give you control over it.
In this privacy notice, when we refer to "Burson", "us", "we" or "our", we mean Burson and its operating companies.
If you have any questions, comments or concerns about any aspect of this notice or how Burson handles your information please email our privacy team at [\[email protected\]](/cdn-cgi/l/email-protection#bdcdcfd4cbdcdec4fddfc8cfced2d3dad1d2dfdcd193ded2d0).
## What personal information do we collect?
We collect personal information from you in several different ways; you may share that information with us, or we may collect it using other means. In this section, we explain the different ways we collect personal information from you and some ways in which that information will be used. For more detail on how we use your personal information, please see the section titled How do we use your personal information?
We collect personal information that you share with us when you contact us or interact with us through our website, email, phone or otherwise. You can decide not to provide certain information, or ask that any information you have previously shared is removed. If you do so, you may not be able to take full advantage of a career at Burson and progress an application.
For example, you may provide information to us when in contact about an opportunity to work at Burson, sharing a CV or Resume or other career information.
Through these interactions you may share with us: your name, address, email address, postal address, contact number, career history (usually in the form of a CV) as well as any other personally identifiable information you include in your interactions with Burson. We may also ask for additional information to assist us with our recruitment process and in the event you are offered a job.
## How do we use your personal information?
We may share your personal information with companies in the Burson Group, and given the global nature of our company, your personal information may be transferred from one jurisdiction to another. When we make such transfers, we do so in accordance with data protection legislation, for example by using Standard Contractual Clauses where information is transferred from Burson in the European Economic Area to Burson in the United States of America.
By submitting your personal information to us, you agree to us transferring, storing and handling your personal information in this way.
We share your personal information with certain third parties who provide services on our behalf. They only have access to the personal information they need to perform those services. They are required to keep your personal information confidential and may not use it other than as we ask them to and always in accordance with this privacy notice.
We use the personal information you share with us in the following ways:
- To communicate with you;
- To provide you with updates about your Burson application;
- To provide services and support for any application you make;
- To facilitate any application you make to Burson;
- To provide updates to you about any changes to Burson’s policies, terms and conditions and any other matters which we may need to tell you;
- If you have asked us to keep you informed of other opportunities at Burson, we may periodically contact you to tell you about these; and
- To respond to your queries and requests.
We are required by law to state a “legal basis for processing”, i.e. to tell you on what grounds we are allowed to use your information. In order to assess your suitability for a role or process and consider your job application, we rely upon legitimate interests for the processing of your personal information as described above.
## California Residents
Click [here](https://www.bursonglobal.com/p/california-recruitment-privacy-notice)to read our California Recruitment Privacy Notice.
## Contacting you in the future
If you have asked us to we will keep you informed of other opportunities at Burson. We do this in various ways, including email, post, via social media platforms and by phone, but only if you are happy for us to do so. We keep your information for a period of time reasonable to fulfill this purpose.
If you would like more information on how we share your personal information, please email our privacy team at [\[email protected\]](/cdn-cgi/l/email-protection#e090928996818399a0829592938f8e878c8f82818cce838f8d).
## Links to third party websites
We may provide links to other websites which are not operated and controlled by Burson.
We have no control over and are not responsible for the content of those sites or how the third parties responsible for them collect and use your personal information. We do not endorse or make any representations about third party websites.
Third party websites may have their own privacy policies explaining how they use and share your personal information. You should carefully review those privacy policies before you use these websites to make sure that you are happy with how your personal information is being collected and shared.
## How long do we keep your personal information?
We will retain your personal information for as long as needed for the purposes for which it was collected. If we do not employ you, we may retain your personal information for up to 2 years for legal, analytical and system administration purposes and to consider you for potential future roles. Thereafter, we may retain a minimal amount of your personal data to record your recruiting activity with us.
If you are successful in your application, we will retain your information in accordance with our Burson Fair Processing Notice. A copy of this Notice will be provided to you upon joining Burson.
## Informing us of changes
If any of the information that you have provided to Burson changes, for example if you change your email address, name or postal address, you can update, amend or request removal of information by submitting a request to [\[email protected\]](/cdn-cgi/l/email-protection#2656544f5047455f66445354554948414a4944474a0845494b).
## How do we protect your personal information?
We use appropriate technical and organizational measures, including encryption, to protect your personal information and privacy, and review those regularly. We protect your personal information using a combination of physical and IT security controls, including access controls that restrict and manage the way in which your personal information and data is processed, managed and handled. Whilst we cannot guarantee the security of your personal information, we commit to taking all reasonable steps to do so.
## Your rights
You are entitled to ask:
1\. for a copy of the personal information we hold about you, and details about how we are processing your personal information;
2\. to have any inaccuracies in your personal information corrected;
3\. if we are processing your personal information by automated means and on the basis of your consent (see “How do we use it?”, above), for us to provide your personal information to you in a structured, commonly-used and machine-readable format. You can also ask us to provide your personal information directly to a third party in this format, and, if technically feasible, we will do so; and
4\. to have your personal information erased, or for our use of it to be restricted (for example, if your preferences change, or if you don’t want us to send you the information you have requested).
Please contact us using the details set out below if you would like to exercise any of these rights.
You also have the right to make a complaint to the supervisory authority if you’re not happy with how we’ve handled your personal information. In the UK, the supervisory authority is the Information Commissioner’s Office ().
## Changes to this privacy notice
We will review and update this privacy notice from time to time and will note the date it was last updated below.
## Contact us
If you have any questions, comments or concerns, or would like to make a complaint about how we use the personal information we hold about you, please email our privacy team.
You can contact our privacy team at any time at [\[email protected\]](/cdn-cgi/l/email-protection#6414160d1205071d24061116170b0a03080b0605084a070b09). We will get back to you as soon as possible.
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/recruitment-privacy-notice?llmify=true#!)
---
# Stakeholder Privacy Policy
**Stakeholder Privacy Notice**
**Version 1.6 January 2026**
Stakeholder engagement is used widely across the *Burson* group companies and is essential to the work we do for our clients. Stakeholders are individuals who have interest in our Clients’ products and/or services. Stakeholders include:
- political / government figures and political groups or associations;
- media / journalists/ bloggers;
- influencers;
- members of the company's value chain: customers, suppliers, competitors;
- sector associations;
- NGOs / civil society representatives / think tanks;
- academics; or
- key opinion leaders
This notice is to enable you, as a Stakeholder, to better understand how we use your data. We respect the privacy of individuals that we interact with, this privacy notice contains important information about how we use your personal data as a Stakeholder.
For how we use your information that is collected using this website please click [here](https://www.bursonglobal.com/privacy-notice).
**What information do we collect?**
Information that we collect about Stakeholders comes from subscriber databases services, publicly available resources such as social media channels, personal websites or directly from Stakeholders themselves, this information includes the information below:
- Name
- Email address
- Telephone number
- Assessment of Influence
- Previous public statements
- Organization
- Job title
- Previous public work
- Inferences on attitudes towards our Clients (Positive, Neutral, Negative)
- Any other information the Stakeholder may provide to us.
**How do we use it?**
We will use your personal data in the following ways. We are also required by law to state a “legal basis for processing”, i.e. to tell you on what grounds we are allowed to use your information, and this is also set out below:
**How we will use your personal information****Our legal basis for processing**to gather and understand views, attitudes, and insights regarding our Clients’ products and/or services and/or the sectors/industries related to our Clients’ products and services.Legitimate Interest – we use your personal information to help us to deliver these insights to our Clients.to provide you with information that you may be interested in about our Clients’ products and/or services;Legitimate Interest – we use your personal information to help us to deliver Client information that may be of interest to you.to provide you with information that you may be interested in from Burson services or insights;Legitimate Interests – we use your personal information to help us to deliver the information that may be of interest to you.Additionally, we may provide additional services to our Stakeholders depending on our interactions which are outlined below:
**How we will use your personal information****Our legal basis for processing**Event management (including travel);Legitimate Interest - we use your personal information to invite you to events which may be of interest to you and manage your attendance if you choose to attend.Interviews (Phone, In-Person, Video or case studies)Performance of a Contract with you.**Do we pass your information to third parties?**
We may send your personal information to other group companies, affiliates and third parties to help us process your personal information for the purposes set out in this notice. Further details of our group companies can be found [here](https://www.wpp.com/en/about).
We may also share limited information with our Clients on Stakeholders relevant to their organization, business, or sector.
We may disclose your personal information if we or any of our assets are the subject of a sale or similar corporate transaction. We will ensure that the third parties who receive your personal information are required to keep it confidential.
We may disclose personal information to third parties when we reasonably believe we are required by law, and in order to investigate, prevent, or take action regarding suspected or actual unlawful or otherwise prohibited activities, including, but not limited to, fraud.
**Where do we send your information?**
We are a global company and therefore we may transfer your personal information to countries around the world including the US and other countries outside Europe. We will, where the country to which your data is transferred has not been found to provide an adequate level of protection, put in place appropriate safeguards (we use standard contractual clauses) to ensure your information is protected.
**How long do we keep your information?**
We will keep Stakeholder information no longer required than for the purpose for which it was collected after this it will be deleted. If the work is for a Client, it will be archived for as long as required under our Client contract and then deleted.
**How do we protect your information?**
We take appropriate measures to ensure that your personal information disclosed to us is kept secure, accurate and up to date and kept only for so long as is necessary for the purposes for which it is used.
**Your rights**
You are entitled to ask:
1\. for a copy of the personal information we hold about you, and details about how we are processing your personal information;
2\. to have any inaccuracies in your personal information corrected;
3\. if we are processing your personal information by automated means and on the basis of your Consent (see “How do we use it?”, above), for us to provide your personal information to you in a structured, commonly-used and machine-readable format. You can also ask us to provide your personal information directly to a third party in this format, and, if technically feasible, we will do so; and
4\. to have your personal information erased, or for our use of it to be restricted (for example, if your preferences change, or if you don’t want us to send you the information you have requested).
Please contact us using the details set out below if you would like to exercise any of these rights.
You also have the right to make a complaint to the supervisory authority if you’re not happy with how we’ve handled your personal information. Please refer to the local data protection authority where you are located. For example, if you are in the UK, the supervisory authority is the Information Commissioner's Office (ICO) (); In France the supervisory authority is the Commission Nationale de l'informatique et des Libertés (CNIL) ().
**How to contact us**
If you wish to exercise any of your rights in relation to your personal information or if you have any queries about how we use your personal information, please let us know by contacting us at the following email address: [\[email protected\]](/cdn-cgi/l/email-protection#1767657e6176746e57756265647879707b7875767b3974787a).
**Changes to this Privacy Notice**
We review this privacy notice on a regular basis to ensure that it is up-to-date with our use of your personal information and that our Stakeholder mapping practices align with the latest guidance on Stakeholder mapping under the GDPR.
We reserve the right, at our discretion, to revise this privacy notice at any time. The updated privacy notice will be posted on our website. You are encouraged to review this privacy notice from time to time.
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/stakeholder-privacy-policy?llmify=true#!)
---
# Privacy Policy Notice for Clients
**Privacy Notice for Clients**
Version 1.6 Date Last Updated: January 2026
Where our Clients or Prospects have chosen to engage with Burson (“we”, “us”, or “our”), either before or after entering into a business agreement, we are the controller of any personal data about your business or employees that you choose to give us and are therefore responsible for processing it in accordance with the law. This excludes any personal data that you specifically ask us to process as part of the “Services” we will provide.
We respect the privacy of our clients and those individuals working for our clients and recognize that when you choose to provide us with personal data, you trust us to act in a responsible manner with that information. This privacy notice contains important information about how we use personal data for the following data subjects:
- Our clients, either historical, existing or prospective, who are natural persons; and
- representatives or contact persons of our clients who are legal entities.
We will refer to the above together as the “clients”. If you are considered a client of Burson we invite you to read and understand the contents set out in this privacy notice.
**What information do we collect?**
At times we may request that information is voluntarily supplied to us by our client themselves or by the legal entity appointed by the client.
We may gather the following information about you during our engagement:
- Identification and contact information (full name, title, email, phone, address etc.)
- Job Title, position, and name of company
- Business Financial information (e.g., bank account details), insofar our client is a natural person
- Identification data relating to the delivery of products or services to our company (e.g., login details, passwords, visitor pass, IP address, online identifiers/ cookies, logs, access times, correspondence)
Clients should ensure their employees are aware that their data is being shared with us, as described in this notice.
**How do we use it?**
The primary reason we process your personal data is to approve, manage, administer or effect an agreement between Burson and the client you represent or work for. In this respect, we use your personal data, to, issue invoices, perform accounting, manage our contract or review the services or products we supply to you. In addition, we process personal data to meet our legal obligations (such as record keeping obligations), as well as to manage our risks and operations (e.g. prevent and detect security threats, exercise or defend legal claims).
We are also required by law to state a “legal basis for processing”, i.e., to tell you on what grounds we are allowed to use your information, and this is also set out below:
**How we will use your personal data****Our legal basis for processing**Managing our relationship with our clients.Legitimate interest - in cases where we process data of representatives or contacts of our customers who are legal entities, the processing of your data is necessary for our legitimate interest to communicate with our customers' representatives in a customary, personal manner.
Necessary for the performance of a contract – we use your personal data to liaise with you on matters relating to our relationship, if you, as our client, are a natural person.
Making decisions about supplying goods and services (e.g., determining invoices or the terms of our contractual agreement(s) etc).Legitimate interest – in cases where our client is a legal person, we use your personal data to keep our client updated throughout our relationship.
Necessary for the performance of a contract – we use your personal data to supply goods and services to you, and to keep you updated throughout our relationship.
Upholding our company’s economic interests and ensuring compliance and reporting (such as adhering to our policies, local legislation and managing allegations of fraud or misconduct).To comply with our legal obligations – in cases where our client is a natural person, we use your personal data to investigate and prevent fraud or misconduct and to protect our economic interests.To manage your visit to our offices.Our legitimate interests for any other purposes required by law such as for example, compliance with fire protection regulations.To keep you informed of news, updates and other information related to our business and that of other companies in our group.Our legitimate interests – ensuring you receive information relevant to you related to the services we provide.
Where required by local law, we will ask you for your consent before we process your data for information purposes.
Any other purposes required by law and authorities.Processing is necessary for compliance with a legal obligation to which we are subject.**Do we pass your information to third parties?**
We may send your personal data to other WPP and Burson group companies, affiliates and third parties to help us process your personal data for the purposes set out in this notice. Further details of our group companies can be found [here](https://www.wpp.com/en/about).
We may disclose your personal data if we or any of our assets are the subject of a sale or similar corporate transaction. We will ensure that the third parties who receive your personal data are required to keep it confidential.
We may disclose personal data to third parties when we reasonably believe we are required by law, and in order to investigate, prevent, or take action regarding suspected or actual unlawful or otherwise prohibited activities, including, but not limited to, fraud.
**Where do we send your information?**
We are a global company and therefore we may transfer your personal data to countries around the world including the US and other countries outside Europe. We will, where the country to which your data is transferred has not been found to provide an adequate level of protection, put in place appropriate safeguards (we use standard contractual clauses) to ensure your information is protected.
**How long do we keep your information?**
We will keep your information for as long as is necessary to fulfil the purpose for which it was collected. The retention time is the term of the clients’ contract until any legal claims under the contract expire, unless an overriding legal or regulatory obligation arises.
**How do we protect your information?**
We take appropriate measures to ensure that your personal data disclosed to us is kept secure, accurate and up to date and kept only for so long as is necessary for the purposes for which it is used.
**Your rights**
Depending on the purposes of processing you may be entitled to ask:
1\. for a copy of the personal data we hold about you, and details about how we are processing your personal data;
2\. to have any inaccuracies in your personal data corrected;
3\. if we are processing your personal data by automated means and on the basis of your consent (see “How do we use it?”, above), for us to provide your personal data to you in a structured, commonly-used and machine-readable format. You can also ask us to provide your personal data directly to a third party in this format, and, if technically feasible, we will do so;
4\. to withdraw your consent at any time. The withdrawal of your consent will not affect the lawfulness of processing based on consent before withdrawal
5\. to object, on grounds relating to your particular situation, at any time which is based on our legitimate interest; and
6\. to have your personal data erased, or for our use of it to be restricted (for example, if your preferences change, or if you don’t want us to send you the information you have requested).
Please contact us using the details set out below if you would like to exercise any of these rights.
You may also have the right to make a complaint to the supervisory authority in your country or jurisdiction if you’re not happy with how we’ve handled your personal data.
**How to Contact Us**
If you wish to exercise any of your rights in relation to your personal information or if you have any queries about how we use your personal information, please let us know by contacting us at the following address: Burson, 175 Greenwich Street, 29th Floor, New York, NY 10007 USA, or by email at [\[email protected\]](/cdn-cgi/l/email-protection#7404061d0215170d34160106071b1a13181b1615185a171b19)
**Changes to this privacy notice**
We review this privacy notice on a regular basis to ensure that it is up-to-date with our use of your personal data, and compliant with applicable data protection laws.
We reserve the right, at our discretion, to revise this privacy notice at any time. The updated privacy notice will be posted on our website. You are encouraged to review this privacy notice from time to time.
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/privacy-policy-notice-for-clients?llmify=true#!)
---
# Supplier Privacy Policy
# Privacy Notice for Suppliers
## Version 1.6 Date Last Updated: January 2026
Where, Burson, (, "we", "us" or "our"), chooses to enter into a business engagement with supplier, we will be the controller of any personal data, that you give to us, to enable us to process that business engagement and are therefore responsible for processing it in accordance with the law.
We respect the privacy of our suppliers and those individuals working for our suppliers and recognize that when you choose to provide us with personal data, you trust us to act in a responsible manner with that information. This privacy notice contains important information about how we use personal data for the following data subjects:
- Our suppliers, vendors and service providers, either historical, existing or prospective, who are natural persons; and
- representatives or contact persons of our suppliers and service providers who are legal entities.
We will refer to the above together as the “suppliers”. If you are considered a supplier of Burson we invite you to read and understand the contents set out in this privacy notice.
## What information do we collect?
We may gather the following information about you during our engagement:
- Identification and contact information (full name, title, email, phone, address etc)
- Job Title, position, and name of company
- Business Financial information (e.g., bank account details), insofar our supplier is a natural person
- Identification data relating to the delivery of products or services to our company (e.g., login details, passwords, visitor pass, IP address, online identifiers/ cookies, logs, access times, correspondence) and
- Background checks related to the supplier (which may include related party checks)
Suppliers should ensure their employees are aware that their data is being shared with us, as described in this notice.
## How do we use it?
The primary reason we process your personal data is to approve, manage, administer or effect an agreement between Burson and the supplier you represent or work for. In this respect, we use your personal data, to organize our sourcing activities, issue purchase orders, process payments, perform accounting, manage our contract or review the services or products you supply us with. In addition, we process personal data to meet our legal obligations (such as record keeping obligations), as well as to manage our risks and operations (e.g. prevent and detect security threats, exercise or defend legal claims).
We are also required by law to state a “legal basis for processing”, i.e., to tell you on what grounds we are allowed to use your information, and this is also set out below:
**How we will use your personal data****Our legal basis for processing**Managing our relationship with our suppliers.Legitimate interest - in cases where we process data of representatives or contacts of our customers who are legal entities, the processing of your data is necessary for our legitimate interest to communicate with our customers' representatives in a customary, personal manner.
Necessary for the performance of a contract – we use your personal data to liaise with you on matters relating to our relationship, if you, as our supplier, are a natural person.
Making decisions about procuring goods and services (e.g., determining payment or the terms of our contractual agreement(s) etc).Legitimate interest – in cases where our supplier is a legal person, we use your personal data to keep our supplier updated throughout our relationship.
Necessary for the performance of a contract – we use your personal data to assess your status as a new or existing supplier, and to keep you updated throughout our relationship.
Upholding our company’s economic interests and ensuring compliance and reporting (such as adhering to our policies, local legislation and managing allegations of fraud or misconduct).To comply with our legal obligations – in cases where our supplier is a natural person, we use your personal data to investigate and prevent fraud or misconduct and to protect our economic interests.To manage your visit to our offices.Our legitimate interests for any other purposes required by law such as for example, compliance with fire protection regulations.To keep you informed of news, updates and other information related to our business and that of other companies in our group.Our legitimate interests – ensuring you receive information relevant to you related to the services we provide.
Where required by local law, we will ask you for your consent before we process your data for information purposes.
Any other purposes required by law and authorities.Processing is necessary for compliance with a legal obligation to which we are subject.## Do we pass your information to third parties?
We may send your personal data to other WPP and Burson group companies, affiliates and third parties to help us process your personal data for the purposes set out in this notice. Further details of our WPP group companies can be found [here](https://www.wpp.com/en/about).
We may disclose your personal data if we or any of our assets are the subject of a sale or similar corporate transaction. We will ensure that the third parties who receive your personal data are required to keep it confidential.
We may disclose personal data to third parties when we reasonably believe we are required by law, and in order to investigate, prevent, or take action regarding suspected or actual unlawful or otherwise prohibited activities, including, but not limited to, fraud.
## Where do we send your information?
We are a global company and therefore we may transfer your personal data to countries around the world including the US and other countries outside Europe. We will, where the country to which your data is transferred has not been found to provide an adequate level of protection, put in place appropriate safeguards (we use standard contractual clauses) to ensure your information is protected.
## How long do we keep your information?
We will keep your information for as long as is necessary to fulfil the purpose for which it was collected. The retention time is the term of the suppliers’ contract until any legal claims under the contract expire, unless an overriding legal or regulatory obligation arises.
## How do we protect your information?
We take appropriate measures to ensure that your personal data disclosed to us is kept secure, accurate and up to date and kept only for so long as is necessary for the purposes for which it is used.
## Your rights
Depending on the purposes of processing, you may be entitled to ask:
1\. for a copy of the personal data we hold about you, and details about how we are processing your personal data;
2\. to have any inaccuracies in your personal data corrected;
3\. if we are processing your personal data by automated means and on the basis of your consent (see “How do we use it?”, above), for us to provide your personal data to you in a structured, commonly-used and machine-readable format. You can also ask us to provide your personal data directly to a third party in this format, and, if technically feasible, we will do so; and
4\. to withdraw your consent at any time. The withdrawal of your consent will not affect the lawfulness of processing based on consent before withdrawal
5\. to object, on grounds relating to your particular situation, at any time which is based on our legitimate interest; and
6\. to have your personal data erased, or for our use of it to be restricted
Please contact us using the details set out below if you would like to exercise any of these rights.
You may also have the right to make a complaint to the supervisory authority, in your country or jurisdiction, if you’re not happy with how we’ve handled your personal data.
## How to contact us
If you wish to exercise any of your rights in relation to your personal information or if you have any queries about how we use your personal information, please let us know by contacting us at the following address: Burson, 175 Greenwich Street, 29th Floor, New York, NY 10007, USA, or by email at [\[email protected\]](/cdn-cgi/l/email-protection#3747455e4156544e77554245445859505b5855565b1954585a).
## Changes to this privacy notice
We review this privacy notice on a regular basis to ensure that it is up-to-date with our use of your personal data, and compliant with applicable data protection laws.
We reserve the right, at our discretion, to revise this privacy notice at any time. The updated privacy notice will be posted on our website. You are encouraged to review this privacy notice from time to time.
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/supplier-privacy-policy?llmify=true#!)
---
# Burson Events
Burson shows up where the industry's most important conversations are happening: at the intersection of creativity, reputation and culture. With expertise spanning consumer and brand, corporate and public affairs, strategic advisory and AI-enabled intelligence, we're helping organizations navigate complexity, shape perception and build lasting reputation.
Explore our events and speakers below and follow Burson on social media for real-time content and updates.
*Please note all event times are in their local time zones.*
## PRovoke Global Summit
October 26-27, 2026 | Chicago, IL
---
### Brands&Culture NYC
November 5, 2026 | New York, NY
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### AI Deciphered Summit
November 12, 2026 | New York, NY
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### ICCO Global Summit
November 11-13, 2026 | Milan, Italy
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### Brandweek
September 15-17, 2026 | Atlanta, GA
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### Fierce Pharma Week
September 14-17, 2026 | Philadelphia, PA
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### Axios Mixing Board (Live)
September 16-17, 2026 | Chicago, IL
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### Climate Week & UNGA
September 21-23, 2026 | New York, NY
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### PRAXIS India
September 25-27, 2026 | Kochi, India
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### LSE Annual Investment Funds Conference
October 2, 2026 | London, UK
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### Oxford Generative AI Summit
October 15-16, 2026 | Oxford, UK
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### PRWeek Conference
October 15, 2026 | Chicago, IL
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## Interested in attending?
[Email us](/cdn-cgi/l/email-protection#31534443425e5f1f5447545f454271534443425e5f565d5e53505d1f525e5c)
---
## Regional Events
- [### EMEA Explore our EMEA speaker platforms, together with their Burson Briefing exclusive client events series.](https://www.bursonglobal.com/locations/emea/emea-events)
---
## Meet your speakers
[Explore all](/leaders?location=global)
Burson's latest report, **The Credibility Paradox: Advancing GEO from Visibility to Reputation**, reframes the conversation around Generative Engine Optimization (GEO) from a technical exercise focused on visibility to a strategic reputation opportunity centered on believability. AI synthesizes, summarizes and delivers information directly to your audiences, and showing up is just the beginning. What determines whether visibility becomes a reputation asset or a liability is credibility.
[Read The Credibility Paradox](https://www.bursonglobal.com/p/beyond-geo)
---
## Spotlight on the Work
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/p/burson-events?llmify=true#!)
---
# Burson Events
Burson will be on-the-ground at the industry’s most pivotal events this season, including PRWeek Decoded, Web Summit and the PRovoke Global Summit. Our world-class team of strategists, creatives, and AI-powered problem-solvers will be redefining how brands engage in an always-on world. With expertise spanning content, digital, and data, Burson isn’t just responding to change—we’re leading it with creativity that drives action and delivers results.
Learn more about our panels and speakers below and follow along on Burson's social channels where we'll be sharing content during the events.
*Please note all event times are in their local time zones.*
---
- [Meet the Panelists](/p/burson-events-2025?llmify=true#thepanelists)
- [Spotlight on the Work](/p/burson-events-2025?llmify=true#thework)
## Featured Event
---
## Web Summit: November 11, 2025 | Lisbon, Portugal
### BLACKWEEK
October 6-9, 2025 | New York, NY
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### PRAXIS APAC
October 14, 2025 | Singapore
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### Oxford Generative AI Summit
October 16-17, 2025 | Oxford, UK
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### PRWeek Decoded
October 16, 2025 | Chicago, IL
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### Athar Festival
October 21-22, 2025 | Riyadh, KSA
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### WPP Stream AI
October 23, 2025 | London, UK
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### WPP Stream AI
October 23, 2025 | London, UK
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### PRovoke Global Summit
November 3-4, 2025 | Chicago, IL
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### PRovoke Global Summit
November 3-4, 2025 | Chicago, IL
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### Web Summit
November 10-13, 2025 | Lisbon, Portugal
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### ICCO Global Summit
November 11-13, 2025 | Delhi, India
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### PRWeek AI Deciphered
November 13, 2025 | New York, NY
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### NYWICI Crisis & Reputation Management
November 13, 2025 | New York, New York
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### Coqual Annual Summit
November 13, 2025 | Newark, New Jersey
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### Axios Communicators Summit
December 3, 2025 | New York, NY
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## Interested in these events?
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## Introducing Reputation Capital
The only comprehensive, AI-powered, live look into your reputation. A tool that uses eight intelligence levers to measure influence and impact, and human creativity to inform your next move. Because at the end of the day, knowledge is power. Power your business and reputation with Reputation Capital.
[Learn more](https://www.bursonglobal.com/p/reputation-capital)
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> “Public relations is fundamentally a problem-solving discipline.”Harold Burson
# About Burson
## **We exist for our clients:**
To build and protect their reputations, and to continually **reinvent how it's done**.
end of modal
## We are different by design.
###
### Stewards of Reputation
With an enduring belief that actions speak louder than words, we are leaders in building and protecting client reputations to unlock value for all stakeholder audiences.
###
### Relentless Innovators
Our new innovation suites enable our global experts to leverage cutting-edge technology to solve clients' challenges with faster, better insights, more precise audience engagement, and agile culturally relevant creative. So you can stay ahead of the curve.
###
### Experts at Scale
Size doesn't matter, but scale does. Our sector expertise, global reach and local relevance enable us to hand-select the perfect team for every client we serve, anywhere in the world. Complemented by our powerful group of specialty agency brands, we bring diverse solutions to any client challenge.
## Our Expertise
[Explore](/expertise)
###
### Reinventing how it's done.
We are here to reinvent how reputation creates competitive advantage - helping our clients lead, innovate and grow in today's complex operating environment.
We are here to help brands and businesses alike navigate, plan and lead in a world of breathtaking change and disruption. That is why we've developed a portfolio of services through which we help you lead, innovate and grow.
### Consumer
& Brand
### Corporate
& Public Affairs
### Creative
& Content
### Intelligence
& Innovation
### Advisory
---
## Our Brands
The Burson Group is a strategic network of highly specialized global agencies that partner with clients across geographies, stakeholders and sectors. Together, we help brands and businesses reinvent reputation as a competitive advantage so they can lead today and into the future.
---
## WPP and Burson
### Burson is part of WPP, the creative transformation company.
As part of [WPP](https://www.wpp.com/), Burson has access to leading agencies across all disciplines to help our clients navigate their most pressing challenges and significant opportunities. Our employees also benefit from learning programs through WPP and exposure to the best talent in the business.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Named PR Agency of the Year at the 2026 Cannes Lions Festival of Creativity
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# Burson Named PR Agency of the Year at the 2026 Cannes Lions Festival of Creativity
DateJune 24, 2026Share
Agency caps historic week with top industry honor, adding to PR Lions Grand Prix win for the KitKat Heist
---
**(CANNES, FRANCE) 24 June, 2026 –** Burson London earned the PR Agency of the Year title at the 2026 Cannes Lions International Festival of Creativity. It caps a landmark week that also included winning the PR Lions Grand Prix in Crisis Communications & Issues Management for The KitKat Heist.
The PR Agency of the Year honor recognizes the agency that accumulates the highest overall number of points from shortlisted and winning entries in the PR Lions category during the festival. Burson’s performance this year included the PR Lions Grand Prix — the most prestigious award in the PR category — alongside four Gold Lions and three Silver Lions for KitKat’s “The KitKat Heist.” The campaign was created by VML and brought to life in partnership with Burson.
The agency earned winning Lions credits on 1001 Optometry’s “Magnify-Eye” and Oreo’s “Oreo Cows” work – with Oreo securing the Titanium Lion. And Burson's work with Ford on "Ford Truckle" also earned shortlist recognition for Social Behavior in PR and Direct categories.
"This recognition belongs to every Burson person, and to the clients whose partnership and bravery make work like this possible,” said Corey duBrowa, Global CEO, Burson. “Being recognized as PR Agency of the Year and as a Grand Prix winner reflects the breadth of what we've built and the depth of what is possible for us to do. Together, they tell a story about where this agency, and this discipline, is headed.”
Burson London’s PR Agency of the Year global honor placed ahead of Golin Ketchum London and Ninch Company, Buenos Aires.
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[AwardsGlobal### Burson and VML Take Home Cannes PR Lions Grand Prix for ‘The KitKat Heist’](/newsroom/global/burson-and-vml-take-home-cannes-pr-lions-grand-prix-for-the-kitkat-heist)[PeopleGlobal### Burson Names Jennifer Stearns Global Chief Innovation Officer](/newsroom/global/burson-names-jennifer-stearns-global-chief-innovation-officer)[PeopleGlobal### Burson Hires Veteran Leader as Chief People Officer in the Americas](/newsroom/global/burson-hires-veteran-leader-as-chief-people-officer-in-the-americas)[NewsGlobal### Burson Acquires Cognitive AI Company Limbik](/newsroom/global/burson-acquires-cognitive-ai-company-limbik)
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson and VML Take Home Cannes PR Lions Grand Prix for ‘The KitKat Heist’
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# Burson and VML Take Home Cannes PR Lions Grand Prix for ‘The KitKat Heist’
DateJune 24, 2026Share
Agencies win top honor in Crisis Communications & Issues Management, plus four additional Gold Lions and three Silver Lions, for turning a 12-tonne chocolate theft into KitKat's biggest earned cultural moment
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**(CANNES, FRANCE) 24 June, 2026 -** Burson Group, the global communications agency purpose-built to create value for its clients through reputation, and VML, the top-tier creative company merging brand experience, customer experience and commerce, took home the PR Lions Grand Prix in Crisis Communications & Issues Management at the 2026 Cannes Lions Festival of Creativity. The winning campaign, The KitKat Heist, delivered a real-time crisis response that transformed a supply chain disaster into a global cultural moment.
The KitKat Heist, created by VML and brought to life in partnership with Burson, also earned four additional Gold Lions across PR: Social Engagement, PR: Real-Time Response, Social & Creator: Real-Time Response and Media: Consumer Goods. And it won three Silver Lions in Social & Creator: Innovative Engagement of Community, Media: Use of Social Platforms and Direct: Real-Time Response.
“Crisis communications has long been the discipline of caution, protecting reputation, minimizing damage, staying safe,” said Dana Tahir, PR Lions Jury President, Cannes Lions 2026, and CEO, HAVAS Red Middle East and Egypt. “But this year's work rewrote those rules entirely. KitKat didn't just manage a crisis — they transformed it into a cultural moment, proving that creative bravery and crisis counsel can coexist.”
When a 12-tonne theft threatened KitKat's Easter, the agencies turned a crisis into a brand-building opportunity. Bypassing defensive corporate messaging, they injected KitKat's playful spirit into initial communications. The news release and statements were crafted to be meme-able and shareable: immediate conversation starters that fueled global discussion but also shaped it. It gave the media permission to have fun with the story while reporting facts.
"Crisis communications has always been one of PR's most demanding disciplines. It's tested in real time, under pressure and usually with the temptation to prioritize caution over creativity,” said Taj Reid, Global Chief Creative Officer, Burson. “We couldn't be more honored to have partnered with our colleagues at VML to help rewrite that playbook, turning a crisis into a break-out moment for a client who knows exactly what creative bravery can deliver. This work proved that when creative, social and PR are truly in lockstep, the result isn't just a campaign - it’s a cultural moment."
“The KitKat Heist has been an incredibly special project that brought together creative ideation, social and PR orchestration all in real time,” said Ryan McManus, Chief Executive Officer at VML UK. “We reacted to a brief that came from the real world and enlisted what seems like the whole of the internet to help track down stolen KitKats and help solve the ongoing investigation. We are so proud of our teams at VML UK and our partners at Burson who helped bring it to life. And of course our longstanding clients KitKat for their creativity and trust in us."
Watch the case film [here](https://www.bursonglobal.com/work/global/the-kitkat-heist).
---
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[AwardsGlobal### Burson Named PR Agency of the Year at the 2026 Cannes Lions Festival of Creativity](/newsroom/global/burson-named-pr-agency-of-the-year-at-the-2026-cannes-lions-festival-of-creativity)[PeopleGlobal### Burson Names Jennifer Stearns Global Chief Innovation Officer](/newsroom/global/burson-names-jennifer-stearns-global-chief-innovation-officer)[PeopleGlobal### Burson Hires Veteran Leader as Chief People Officer in the Americas](/newsroom/global/burson-hires-veteran-leader-as-chief-people-officer-in-the-americas)[NewsGlobal### Burson Acquires Cognitive AI Company Limbik](/newsroom/global/burson-acquires-cognitive-ai-company-limbik)
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Research Highlights Gap Between Visibility and Believability in Generative Engine Optimization
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# Burson Research Highlights Gap Between Visibility and Believability in Generative Engine Optimization
DateJune 2, 2026Share
*Based on 55,000 believability scores across 85 companies, Burson finds credibility of AI-generated responses varies significantly by audience, with business decision-makers rating answers 10% more convincing than the general population.*
---
**NEW YORK, June 2, 2026** – Burson, the global communications agency purpose-built to create value for clients through reputation, today released The Credibility Paradox, a new report showing that there is a variance in how AI-generated answers about brands and companies are believed by audiences. The original research and findings advance the conversation around Generative Engine Optimization (GEO) from a technical exercise focused mostly on visibility and sources cited to a strategic reputation opportunity centered on believability.
“In today’s zero-click world, LLMs have become the new gatekeepers of reputation – how brands are discovered and evaluated. But visibility is not credibility,” said Corey duBrowa, CEO, Burson. “AI synthesizes, summarizes and delivers information directly to audiences. Showing up in these LLMs is necessary but not sufficient. Our role is no longer just to make clients visible, but to build an evidence ecosystem so robust that the answers AI constructs are believable to the audiences that matter most. This research is our playbook for turning the credibility paradox into a competitive advantage.”
Burson partnered with [Profound](https://www.tryprofound.com/), a leading AI marketing platform, to field thousands of reputation-related answers across seven major AI answer platforms, evaluating 85 companies across the eight levers of Burson's Reputation Capital framework: Innovation, Creativity, Workplace, Products, Financial Performance, Governance, Citizenship and Leadership. Responses were assigned a believability score for three audiences including General Population, Opinion Elites, and Business Decision Makers using Burson's proprietary Decipher tool, developed with cognitive AI company Limbik, producing more than 55,000 believability forecasts in total.
### Key Findings
- **AI rewards proof, not positioning**. Fact-based claims tied to innovation, products and workplace culture consistently outperformed those tied to what might be perceived as more subjective qualities like leadership, governance and citizenship. This underscores a strong mix of earned, owned and social content for GEO, as AI places the greatest weight on independent corroboration from media coverage, reviews and conversation.
- **Workplace is an underused credibility lever.** As demonstrated in [Burson's Global Reputation Economy research](https://www.bursonglobal.com/p/reputation-economy), Workplace is a consistently underleveraged lever in building reputation capital, and LLMs are no exception. Workplace-related answers are the most believable among the general population, a finding consistent with LLMs’ reliance on independently verifiable sources like talent platform reviews, labor reporting and earned media.
- **Leadership is AI's toughest credibility test.** Responses to leadership-related prompts consistently ranked among the least believable across every industry studied. The industries that scored higher – Aerospace and Technology – shared a common thread: The underlying proof came from governance structures, business performance and external validation, not executive messaging alone.
- **Believability varies by audience.** A narrative that appears credible in an AI answer may not land equally with customers, investors, employees or regulators. Business decision makers rated AI-generated answers +10% more believable on average than the general population, with more specialized audiences more receptive to innovation-led narratives and the business context behind them. Audience-specific GEO analysis is essential.
The findings inform a framework Burson has developed to help clients build and protect reputation across AI surfaces. Rather than addressing earned media, owned content and social engagement strategies as separate workstreams, the framework approaches them holistically to cultivate an ecosystem of independent, credible voices whose coverage and commentary reinforce that narrative over time. Burson further integrates language and market-specific nuances to help companies navigate reputation issues across regions and cultures.
"GEO began as a visibility challenge quantified by audit reports," said Steve Rubel, EVP, Media Insights & Measurement, Burson. "The data from this study makes clear it has become something more consequential: a test of whether the reputation a company has earned in the real world is legible, corroborated and believable in the AI-mediated environments where audiences are increasingly forming their opinions. Our framework gives communicators a practical path forward and establishes GEO as a new domain in reputation management."
The full report is available at [**HERE**](https://www.bursonglobal.com/p/beyond-geo).
---
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Names Matt Buchanan Global Chief Social and Influence Officer as Agency Accelerates Critical Client Capability Rooted in Culture and Community
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# Burson Names Matt Buchanan Global Chief Social and Influence Officer as Agency Accelerates Critical Client Capability Rooted in Culture and Community
DateMarch 3, 2026Share
***Olly Gosling Joins as Head of Social and Influence, EMEA***
---
**NEW YORK, March 3, 2026** – Burson, the global communications leader purpose-built to drive value for clients through reputation, today announced that Matt Buchanan has been named Global Chief Social and Influence Officer and a member of Burson’s global leadership team. He had been Chief Operating Officer, EMEA.
This appointment puts social-first creative capabilities at the center of how Burson helps clients build and protect their reputations in today’s fragmented media landscape. In this newly created role, Buchanan will be responsible for building on the agency’s strong foundation in Social and Influence in the U.S. and scaling the capability globally.
“Reputation is no longer built through a single channel, format or voice, but through ideas that originate in culture and society, travel through communities and stakeholders, and earn attention across every platform,” said Corey duBrowa, CEO, Burson. “And with nearly 40 percent of adults under 30 getting their news from influencers, it’s clear that reputations must be built in platform-fluent ways from the start. That shift represents a genuine inflection point, and this appointment is about making sure Burson is scaled to meet it.
“Matt’s considerable experience in building modern, earned-first communication campaigns and driving results for clients across PR, social and influence make him the right choice to ensure that our clients’ narratives resonate and achieve the reach necessary to build their reputations on the global stage,” duBrowa added.
Buchanan joined Burson in 2025 from Ogilvy, where he spent more than six years, most recently as Global & EMEA President, Ogilvy PR, leading global clients and the agency’s PR, social and influence business in the EMEA region. Before Ogilvy, Buchanan was with Havas-owned One Green Bean for seven years, initially as Australian Managing Director ahead of returning to London to launch its UK business as Managing Director. He has worked across diverse sectors for global clients such as The Coca-Cola Company, L’Oréal, Google, TJX Europe and Pfizer, among many others. He is a regular industry awards judge, including having been a juror for the Cannes PR Lions.
“Communications today is about the seamless integration of social and influence across all marketing and communications strategies and creative outputs,” said Buchanan. “What we’re building at Burson is a social-first creative muscle that works in service of reputation – ideas conceived for platforms, creators, communities and opinion leaders that actually shape how audiences feel about brands and the people that lead them. That integration of social, influence and earned, executed with fluency in culture and policy, is where the most meaningful reputation work happens now, and where we will build Burson as the benchmark.”
Gosling has considerable experience in harnessing the power of the creator economy to build modern brand advocacy. He joins Burson after five years at global creator marketing agency Influencer. Most recently serving as Vice President of Strategy, Media & Production, he was the driving force behind Impact Studio, a cross-functional division designed to solve complex brand challenges through the integration of creative strategy, deep insights and media distribution. He also has held key roles at The Walt Disney Company, Maker Studios and MediaCom.
“The intersection of creator culture and corporate strategy is where the next decade of brand growth lives,” said Gosling. “Burson already has a reputation for strategic impact and a clear commitment to creator-led strategy; my focus will be to build upon that foundation to further convert digital influence into brand reputation.
“In an age of infinite content, attention is no longer a commodity brands can simply buy; it must be earned through the cultural relevance that creators uniquely provide,” Gosling continued. “I’m thrilled to join Matt and this world-class team across EMEA to ensure our social and influence work doesn’t just capture attention, but drives the kind of sustainable, long-term impact that will define the next era of influence.”
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Quantifies the Value of Reputation, Revealing a $7 Trillion Global "Reputation Economy"
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# Burson Quantifies the Value of Reputation, Revealing a $7 Trillion Global "Reputation Economy"
DateJanuary 14, 2026Share
*Analysis reveals companies with the strongest reputations earned a nearly five percent ‘Reputation Return’ in shareholder value*
*Study also warns that a company’s treatment of its employees in the age of AI is identified as a significant threat — and opportunity — to its financial value*
---
**NEW YORK, January 14, 2026** – Corporate reputation now has measurable value: companies with strong reputations can realize as much as **4.78% in additional unexpected annual shareholder returns,** creating a global "Reputation Economy" worth an estimated **$7.07 trillion**, according to a landmark new study from Burson.
The research, “The Global Reputation Economy: A New Asset Class for a New Era,” has successfully quantified the financial value of reputation, moving it from a soft concept to a hard asset. The analysis found that among the companies studied, the magnitude of this “reputation return” could add anywhere from $2 million to as much as $202 billion in unexpected shareholder returns, above what would be expected strictly from standard financial performance metrics.
“For decades, leaders have known intuitively that reputation matters, but they’ve never been able to quantify it as a financial asset; now, we can,” said Corey duBrowa, Global CEO, Burson. “Our research shows that reputation is an interconnected system that, when rigorously managed, can yield billions in measurable returns, build resilience against shocks, and give leaders the confidence to make bold moves. A strong reputation that can deliver financial impact goes well beyond the simple binary of trust.”
### **The New Reputational Battleground: AI and the Workplace**
While reputation leaders excel across the board, the research identified the workplace as presenting both a significant opportunity and challenge. Though ranked lowest in terms of perceived importance (11%) among the eight drivers of reputation in the study, it showed a performance gap of 11.8% between the best and worst performing companies in the research.
The study warns this gap may become a crisis for companies that mishandle the integration of artificial intelligence.
“Businesses must go beyond having an ‘AI strategy’ and create an ‘AI people strategy,’ because how they manage this transition will be a powerful statement about how they value their employees,” said Matt Reid, Global Corporate and Public Affairs Lead, Burson, and U.S. CEO, Burson Buchanan. “Organizations that invest in reskilling their workforce and co-create the future with their people will earn a reputation dividend. Conversely, those that view AI merely as a tool for headcount reduction will pay a reputation tax, with any efficiency gains offset by reputational losses.”
### **Additional Key Findings**
- **Leaders Leave No Weak Links:** Top-performing companies dominate across all eight drivers of reputation, scoring an average of 11 to 15 points higher on each lever. The biggest advantages were seen in **Innovation** (15.5-point gap), **Product** (15.2-point gap) and **Governance** (14.4-point gap).
- **A Counterintuitive Path to Recovery (Aerospace & Energy):** In sectors where the cost of failure is catastrophic, or for industries viewed as problematic, reputation is being rebuilt from the “inside-out.” Two aerospace companies in the study saw the greatest reputation gains not from showcasing the superior engineering of their products but from focusing on operational integrity through **Governance** (+7.9%) and **Workplace** (+6.2%). Similarly, the energy sector’s reputational gains are coming from a focus on **Workplace** (+0.9%) and **Citizenship** (+0.9%), not just sustainability narratives.
- **Finance Sector’s Multi-Billion-Dollar Erosion:** The study noted a consistent decline in the Finance sector across **Leadership** (-24%) **Governance** (-11%) and **Citizenship** (-15%). For the companies analyzed, this erosion puts **$4.3 billion** in reputational value — 38% of their total reputational value of $11.4 billion — at direct risk.
“Our research proves that the historical models for studying reputation were at best static and at worst not actionable,” duBrowa continued. “Reputation is organic and constantly evolving, so with a clear understanding of which components of reputation are strong or require action, businesses can focus with precision on predicting and influencing the forces that drive perception and fuel financial outcomes.”
Burson’s complete report, “The Global Reputation Economy: A New Asset Class for a New Era,” can be found [**here**](https://www.bursonglobal.com/p/reputation-economy).
### **About the Research**
Between October 2024 and October 2025 Burson used its [Reputation Capital](https://www.bursonglobal.com/p/reputation-capital) methodology to model 66 publicly traded companies in the United States and throughout the world, using advanced data and AI models to predict the potential impact of the media environment, news, perceptions, narratives, events, or actions on each lever. The models ingest and analyze information 24/7 from proprietary sources and technology platforms, capturing signals ranging from client-owned information to primary research to digital and social media. This analysis yields an always-on reputation score that illustrates how a brand is perceived overall and isolates which specific levers (Citizenship, Creativity, Governance, Innovation, Leadership, Performance, Products, Workplace) need action to improve reputation with a direct impact on business.
---
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Randa Stephan Appointed Global Chief Corporate Strategy Officer at Burson
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# Randa Stephan Appointed Global Chief Corporate Strategy Officer at Burson
DateOctober 1, 2025Share
*Will Continue as the Agency’s Global Chief Brand Officer*
---
October 1, 2025 – Burson, the global communications agency purpose-built to create value for its clients through reputation, today announced that Randa Stephan, Global Chief Brand Officer, is taking on the additional role of Chief Corporate Strategy Officer, effective immediately. In this role she will drive the agency’s strategic plan and steer the continued development of global capabilities and solutions to best serve clients.
“Randa is an ideal choice to drive enterprise strategy for Burson as her career progression through advertising, digital media, influencer marketing, brand transformation, communications and agency leadership roles has given her a 360-degree view of our industry,” said Corey duBrowa, Global CEO, Burson. “Her sharp eye for market analysis, stakeholder management and creative storytelling will guide our continued development of capabilities to build reputation and drive growth for our clients and competitive advantage for our business.”
Since the formation of Burson in January 2024, Stephan has served as Global Chief Brand Officer, overseeing the agency’s brand development and articulation across marketing and communications. Before that, she was Global Chief Marketing and Communications Officer at Hill & Knowlton.
Prior to Hill & Knowlton, Stephan was EVP, global head of marketing and brand at Weber Shandwick, where she redesigned the positioning and go-to-market strategy for the agency. In 2021, she led the launch of The Weber Shandwick Collective enterprise, formalizing the firm’s group of specialist agencies and establishing its first-ever brand and service architecture. Earlier in her career at Weber, she led the integrated digital group in New York, directly leading engagements for some of the agency’s top clients across consumer and healthcare practices.
Before joining Weber, Stephan was executive director at The Wall Street Journal, where she led the launch of WSJ Custom Studios, the publisher’s first-ever integrated content marketing practice, working with leading brands to provide best-in-class content solutions across a variety of platforms, including print, digital, social, mobile, video, and events. Prior to this role, she held leadership positions in marketing and operations for Federated Media, where she developed influencer and digital media campaigns. Earlier in her career, she worked in the advertising sector, holding account positions at both Ogilvy & Mather and Saatchi & Saatchi.
“It’s an honor to take on this role and work with our great teams to bring our clients the solutions they need to build reputation, resiliency and relevance in a media era unlike any other,” said Randa. “Burson has the talent, relentless drive and communications technology to deliver transformational impact for our clients and I’m looking forward to building on that exceptional foundation.”
This latest news further underscores WPP’s ongoing momentum and commitment to innovation and sustained growth across its global network. It follows a series of significant new business wins and expanded remits with leading brands worldwide, including Mastercard, Electronic Arts and Heineken, where the company’s proprietary AI platform for marketing, [WPP Open](https://urldefense.com/v3/__https:/www.wpp.com/en/open__;!!IfJP2Nwhk5Z0yJ43lA!KLRLkyVD4fAGBTvllygAL2soyAl5zxvxdnE0-shXJOgoQwp4bVfPjrLnVfcrlPKN9zZnHjZtm8LhxebwyKknIO1RJYWzWeb6U4qJ2g$), was instrumental in securing these successes.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Introduces Pioneering AI-Powered Solution to Quantify Impact of Reputation on Business Results
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# Burson Introduces Pioneering AI-Powered Solution to Quantify Impact of Reputation on Business Results
DateJune 10, 2025Share
*Reputation Capital Helps Companies Maximize Reputation to Unlock Billions in Shareholder Value*
---
**NEW YORK, June 10, 2025** – Burson, the global communications agency purpose-built to create value for clients through reputation, today announced the launch of **Reputation Capital,** a first-of-its-kind AI-powered technology and consulting solution designed to connect drivers of reputation to specific business outcomes such as stock price, sales or purchase intent. This new offer fundamentally advances how reputation is measured, valued and managed, offering leading businesses a live view of this dynamic, multi-faceted asset. Burson’s approach facilitates immediate decision making so businesses can act with speed and precision against reputational shifts that have a direct bearing on commercial success. Reputation Capital is available through WPP Open, the AI-enabled marketing platform.
“Our core belief at Burson is that reputation is the most valuable asset that any organization possesses,” said Corey duBrowa, Global CEO, Burson. “It’s complex and constantly evolving, influenced by a variety of factors beyond any singular element such as trust. Traditional tools for measuring and shaping reputation simply can’t keep pace with the velocity and volume of challenges our clients are navigating today. With Reputation Capital, we're pinpointing the specific drivers of reputation, forecasting the impact of potential actions, connecting these insights directly to business outcomes, and pairing them with expert counsel. This empowers our clients to make informed decisions with speed and agility, ensuring their actions and communications positively impact corporate perception and business performance, and ultimately build a lasting competitive advantage in the marketplace.”
### **Advanced AI Modeling Pinpoints Reputation Drivers and Impact on Performance**
The Reputation Capital methodology defines eight levers of reputation management, ranging from citizenship & social responsibility to management & leadership, to creativity & innovation, among others, and uses advanced data and AI models to predict the potential impact of the media environment, news, narratives, events, or actions on each lever. The models ingest and analyze information 24/7 from proprietary sources and technology platforms, capturing signals ranging from client-owned information to digital and social media. This analysis yields an up-to-the-minute reputation score that illustrates how a brand is perceived overall and isolates which specific levers need action to improve reputation with a direct impact on business. Burson’s expert counselors then develop strategic and creative messages and ideas, which are then tested and perfected for their potential for impact.
Reputation Capital analyzes brand-specific signals across segments – including geography, sector, reputation lever and audience - and uses near real-time AI analysis to pinpoint hidden or emerging reputational risks and opportunities and forecast their likelihood of scale and impact. Reputation Capital’s breadth of data and its modeling capabilities can deliver reputation scores and insights for thousands of global companies, both public and private.
“Traditional reputation management tools only offer a backwards view of corporate perception,” said Chad Latz, Global Chief Innovation Officer, Burson. “Reputation Capital changes the game by providing a dynamic understanding of a brand’s reputation in the marketplace and predicting the impact of actions relative to key business metrics. This latest innovation is unique in the marketplace and especially valuable during periods of turbulence or emerging opportunity, when advanced intelligence, urgent action, and sophisticated communications counsel are critical for safeguarding reputation or seizing potential.”
### **Direct Connection Between Reputation and Shareholder Value**
The Reputation Capital platform models the shareholder value of a company's reputation by focusing on business outcomes, such as stock returns, that differ from market expectations – to provide a clear picture of the impact of specific factors, like reputation, on shareholder value.
Modeling of technology sector companies proved that reputation contributes significantly to shareholder value. In this sector, shifts in company reputations contributed, on average, 0.97 percent in additional weekly returns – which in shareholder value ranges from USD $2.5B to USD $38B depending on the company being analyzed. Simply put, a one percent increase in its Reputation Capital score equated to USD $2.4B in added shareholder value for a technology company profiled in the platform.
“This profiling exercise underscores the critical role of reputation in driving financial outcomes,” duBrowa noted. “For businesses, it highlights the tangible economic value of building, maintaining and enhancing reputation. For investors, it emphasizes the importance of considering reputation when evaluating potential investments. For boards, it makes reputation – always a subject in the boardroom – a more tangible asset for every company and brand.”
Added Grant Toups, Global Chief Digital and Intelligence Officer, Burson, “Imagine knowing that perception around corporate integrity and governance, for example, or creativity, was having outsized impact on shareholder value creation compared to the other levers of reputation. Reputation Capital delivers that specificity, arming our clients with the predictive intelligence needed to build and sustain the reputational currency that drives business performance. By transforming perception into actionable intelligence, we can help clients make reputation a distinct and quantifiable competitive advantage that can be optimized for maximum ROI.”
Reputation Capital was validated by Augmented Intelligence Labs, a University of Oxford enterprise, and includes features that are part of Burson’s proprietary cognitive AI solution, Decipher, created in partnership with Limbik.
“Burson’s Reputation Capital is an exceptionally advanced platform that takes the most comprehensive view of reputation – and provides the most actionable intelligence - of anything that’s currently on the market,” said Dr. Felipe Thomaz, Associate Professor of Marketing, University of Oxford, and Co-Founder and Managing Director of Augmented Intelligence Labs, who counseled Burson on the solution’s development. “The empirical evidence that Reputation Capital reveals about the attributes that comprise reputation is extraordinarily valuable information that can guide Burson’s counselors and the C-suite.”
Reputation Capital is the latest addition to the Burson Innovation Portfolio, a suite of AI-enabled tools that equip Burson’s communications experts to provide clients with faster, better insights; precision audience targeting; and culturally relevant creative.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson: Reinventing the Enduring Art and Science of Reputation
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# Burson: Reinventing the Enduring Art and Science of Reputation
By[Corey duBrowa](/leaders/global/corey-dubrowa)DateJune 6, 2025Share
### **by Corey duBrowa, Global CEO, Burson**
---
[*"Rome did not have those wide boulevards because it had traffic jams. They were built to demonstrate to the world the power and the glory of Rome.*”](https://www.prweek.com/article/1281156/godfather-modern-pr-harold-burson-moral-responsibilities-controversial-clients)
What did our founder and namesake Harold Burson mean with those words? My belief is that he meant reputation: The wide boulevards were meant to build and promote Rome’s global renown.
It’s what he did at his fledgling firm, Harold Burson Public Relations, beginning in 1946, and later at Burson-Marsteller, starting in 1953. And it’s what we do at Burson today, using modern means to achieve the same end: Build, promote and protect our clients’ reputations for competitive advantage in an ever-changing marketplace.
Initially, Harold built reputation through good old-fashioned publicity, securing coverage for his initial industrial clients in publications like Time, Reader’s Digest and LIFE, enhancing their reputations among the audiences most important to them.
He also worked to build reputation by doing something Harold arguably did better than just about anybody: Speak truth to power. My favorite anecdote is the New Coke crisis, when sales plummeted after Coca-Cola adjusted its recipe to compete with Pepsi. His counsel to Coke’s CEO and the board was clear: “We have to be very apologetic. We have to beg for forgiveness. We have to be humble.” And then he took it a step further: “We gotta eat shit." That counsel earned him a round of applause. And it worked to restore the company’s reputation by returning the original beverage – to be called Coca-Cola Classic – to store shelves.
This anecdote elegantly articulates what Harold thought was our industry’s most important function: To provide counsel to organizations. He felt our purpose was to advise clients on behavior, and then help them communicate about that behavior. Ergo, build reputation.
Harold did much of this work by using sound thinking built up over decades of personal relationships with CEOs, lived experience and sometimes just good old common sense. Yet he was also an early advocate for and strong believer in research, particularly to understand an audience’s mindset relative to a client’s objectives. Today, businesses have mountains of information available to them across all aspects of their business and every stakeholder group but struggle to extract real insight or value from that data. Today’s Burson uses cognitive and generative artificial intelligence to uncover insights from that data that help us to not only advise clients on how they should act and best communicate about action, but to also predict with clarity and precision the potential reputational impact from action, or inaction.
That’s the science. Then there’s the art. Sound strategic thinking informed by data-driven insights must be paired with cut-through creativity. Our clients’ behavior and their stories must illuminate, illustrate, delight, excite and validate. This is true during a crisis, a consumer product launch, an IPO, a leadership change or other periods of great transformation. And it’s true for consumer packaged goods companies, technology brands, financial services organizations, athletic wear manufacturers, pharmaceutical companies or automobile manufacturers. And every other business in between. Behavior based on strong foundational values, informed by data-driven insights, and articulated creatively and consistently, drives support and loyalty over time. This is how reputational capital is built and maintained. This is what we are here to do and is the hallmark of public relations as its founders intended – Harold chief among them.
Harold once said of Burson-Marsteller, “As the world changes, we will change with it. The only constant is our dedication to excellence in thought and deed.” So yes, we are standing on the shoulders of an industry trailblazer, the man whom a 1999 PRWeek survey deemed the “century’s most influential PR figure,” carrying on the tradition he championed but using modern tools designed for modern times, all the while remaining steadfast in our commitment to excellence and truth.
This is our defining moment (to borrow one of Harold’s favorite phrases), and I couldn’t be prouder to have the privilege to lead us from this storied past into a future only limited by the boundaries of our imaginations. To all of our Burson Persons around the world, I have just two words: Let’s go.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Sports & Entertainment Scores Wins and Global Expansion
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# Burson Sports & Entertainment Scores Wins and Global Expansion
DateApril 30, 2025Share
**NEW YORK, April 30, 2025** – Burson, the global communications agency purpose-built to create value for clients through reputation, today announced new client wins and the expansion of its Sports & Entertainment offering, solidifying its position as the world's leading sports & entertainment capability within a top PR firm. This growth, together with the agency’s unmatched regional centers of excellence and suite of data and intelligence solutions, demonstrates Burson's ability to leverage sports and entertainment to build brand reputation, foster lasting relationships and shape culture.
“The sports and entertainment sector is experiencing record growth, with brands, organizations and sponsors expanding into new markets worldwide," said Corey duBrowa, Global CEO, Burson. “In a world searching for common ground, sports and entertainment offer unparalleled opportunities for clients to connect with audiences on a deeply emotional level, creating value for fans and building reputation and loyalty for the organizations. Burson’s experts are unlocking the economic and marketing power of sports and entertainment to align brands, organizations and cities with shared audience values.”
Burson was recently selected as a creative and earned media agency partner for **New York City FC**, charged with supporting the club’s brand campaign. In the UK, **Husqvarna Group**, a leader in innovative outdoor power products, has appointed Burson as its PR agency of record. Burson will focus on elevating brand awareness, driving product adoption, leveraging relationships with golf ambassadors and partners, and solidifying Husqvarna's position as an innovative market leader in both residential and professional landscaping. To ensure the successful launch of its inaugural event in September 2025, **TEDSports** **Indianapolis** has partnered with Burson to lead efforts in strategic digital communications, content creation and media relations. This partnership reflects a shared vision for elevating the sports industry through thought leadership and compelling storytelling, ensuring that TEDSports Indianapolis becomes a premier platform for transformative ideas within the sports industry.
Burson's Sports & Entertainment offering provides clients with a comprehensive suite of services, delivered by experts in Asia-Pacific, Canada, Europe, Latin America, the Middle East, the UK, and the U.S. The agency uses its proprietary Innovation Suite and WPP Open, WPP’s AI-powered intelligent marketing operating system, to provide clients with:
- **Data-Informed Partnership Validation:** Assessing the potential impact of partnerships with celebrities, athletes, teams, and venues on brand perception and reputation.
- **ROI Optimization:** Validating marketing expenditure and maximizing return on investment.
- **Risk Mitigation:** Identifying and mitigating potential risks before they escalate.
Other leading brands and organizations in Burson’s sports and entertainment space include Activision Blizzard, adidas, Red Sea Film Festival, Supernus Pharmaceuticals and Spotify, among many others.
"Sports and entertainment partnerships can unite people like nothing else, as shared passions transcend geographic, political or socioeconomic boundaries," explained Allison Cirullo, Global Practice Lead, Consumer and Brand, Burson, who also helms the agency's Sports & Entertainment offering. "What makes Burson’s offering so distinctive is our global reach – we have experts across every region – and the advanced data and intelligence expertise we bring to every engagement.
"From our 30-year relationship with adidas to our newer client engagements, we are helping brands win in ways that build reputation and cultural currency,” Cirullo added. “From the global rise of women's sports, the fervent enthusiasm for Kabaddi in Asia-Pacific and the massive popularity of esports in the Middle East, the opportunities for brands to establish long-term commitments and create lasting legacies are immense."
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Introduces Decipher Tech
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# Burson Introduces Decipher Tech
DateMarch 25, 2025Share
*Latest Offering in Burson’s Decipher Suite Focuses on Enterprise Technology Leaders*
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**NEW YORK, March 25, 2025** – Burson, the global communications agency purpose-built to create value for clients through reputation, today announced the launch of Decipher Tech, an advanced AI-powered solution designed to enhance and perfect messaging impact across key B2B technology audiences including senior IT decision makers, developers, IT frontline staff and senior business executives.
Decipher Tech uses AI-driven predictive believability and virality indicators to forecast how messaging will resonate to ensure that enterprise technology brands can shape narratives that drive engagement with the right stakeholders and deliver business impact.
“The breakneck pace of innovation in enterprise technology, cloud computing and AI means that technology decision makers are constantly inundated with competing storylines,” said Matthew Lackie, CEO, Axicom, and Global Technology Practice Lead, Burson. “Beyond that, the wide range of audiences that make technology buying decisions requires discrete, precisely crafted, sector-specific intelligence and messages. Decipher Tech enables us to predict, with high accuracy, how a message will resonate with a specific technology audience. Our ability to anticipate reactions, assess risk and fine-tune narratives ensures maximum communications impact, reputation enhancement and protection and, ultimately, measurable business results.”
Decipher Tech was trained on the distinct perspectives of technology audiences, including developers at tech startups, SaaS companies, and cloud providers; frontline IT workers at government agencies, healthcare teams and educational institutions; senior IT staff at financial institutions, healthcare systems and multinational corporations; and senior business leaders at Fortune 500 companies, consulting firms, retail chains and logistics companies, among many others.
Decipher Tech’s predictive analytics also offer clients a scalable tool to benchmark against industry trends; test positioning, feature announcements and thought leadership content; monitor and mitigate credibility threads in an AI-driven landscape; and align narratives with market expectations.
“As we add more solutions to our Innovation Portfolio, Burson is continuing to push the boundaries of what’s possible with AI in service of our clients,” said Chad Latz, Global Chief Innovation Officer, Burson. “We’re seeing the enormous value of building customized AI models that reflect the wide variety of industries and market segments in which our clients do business. With every new model trained we’re better able to help clients solve their most consequential problems, harness opportunity and gain competitive advantage.”
Decipher Tech was created by Burson and its technology specialist agency Axicom in partnership with cognitive AI company Limbik and is part of PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Edelman and Golin Veteran Jonathan Hughes to Join Burson as Chief Executive Officer, EMEA
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# Edelman and Golin Veteran Jonathan Hughes to Join Burson as Chief Executive Officer, EMEA
DateMarch 20, 2025Share
**NEW YORK, March 20, 2025** – Burson, the global communications leader purpose-built to create value for clients through reputation, today announced that Jonathan Hughes will join the agency as CEO, EMEA. The appointment is effective in early June and he will be based in London.
“Jon is that rare breed of industry professional who is both a consummate client counselor, innovator and business builder,” said Corey duBrowa, Global CEO, Burson. “His track record speaks for itself, having built expansive teams; digital, technology, and creative services and expertise; and revenue across multiple regions. Jon’s operational acumen - together with his deep experience in corporate and crisis communications, executive visibility, corporate affairs and issues management - makes him the perfect fit to lead Burson’s important EMEA region and to help guide our clients through their most intricate challenges.”
Hughes joins Burson from Edelman where he spent four years, most recently as Chief Operating Officer, EMEA. Before that, Hughes spent 14 years with Golin, in successive leadership roles all marked by considerable business growth. As Co-Managing Director of the London office, he jointly built a team of 26 to more than 200 professionals and drove eight-figure revenue. His subsequent role as President, International, saw him move to Hong Kong to build out the agency’s Asia network by aligning areas of expertise, developing new digital and content capabilities, building an award-winning culture and scaling the business. In that time, he was also senior adviser to a global tech and media company as well as a senior adviser, speechwriter and corporate affairs specialist for a major global conglomerate.
He was then promoted to joint CEO (CEO+) focusing on Asia as well as Golin’s global corporate and technology practices. Later, in two years as CEO+ International, his remit expanded to include Golin’s EMEA team, clients and commercial operation. Earlier in his career Hughes served with Weber Shandwick and Ketchum.
“Clients, particularly in EMEA, are currently facing unprecedented opportunity and uncertainty in equal measure,” said Hughes. “Between the promise of artificial intelligence and other emerging technologies, increasing geopolitical uncertainty caused by global leadership changes, clients need highly skilled counselors steeped in data and creativity ready to guide them through rapid and dramatic transformation. I am thrilled to join Burson with its exceptional team that puts client success at the heart of everything it does. I’m looking forward to further building on this strong foundation and making Burson EMEA the destination for both clients looking for world-class agency partners and talented professionals looking to do impactful and meaningful work.”
With Hughes’ addition to the firm, current EMEA CEO Scott Wilson will depart Burson by the end of 2025.
“I’d like to extend my sincere thanks to Scott Wilson for everything he has done for us over the past 15 years with Burson, BCW and Cohn & Wolfe,” duBrowa continued. “Scott has been a strong and steady hand across a succession of roles - as UK CEO and regional managing director, and subsequently as regional CEO - guiding his teams to business and professional growth. I am extremely grateful for everything Scott has done for the organization, and I know I speak for all of us in wishing him every success in this next chapter.”
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Study Reveals Gen Z Health Misconceptions: Desire for Reliable, In-Person Care Contradicts "Digital Natives" Narrative
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# Burson Study Reveals Gen Z Health Misconceptions: Desire for Reliable, In-Person Care Contradicts "Digital Natives" Narrative
DateJanuary 14, 2025Share
**NEW YORK**, **January 14, 2025** – Burson, the global communications leader purpose-built to create value for clients through reputation, today published a global report on Gen Z adults’ attitudes toward health, revealing a misunderstood generation eager to take charge of their healthcare.
The report, “GenZ: Calling for Healthcare Connection and Change,” is based on a global survey of 5,000 Gen Z adults (aged 18-27) across 10 countries and represents the largest global study of its kind by a communications company. The findings were complemented with data found using Decipher Health, Burson’s new cognitive artificial intelligence (AI) platform designed to assess believability and virality to optimize communications impact and stakeholder engagement across patient, advocate, healthcare provider, health decision makers and analyst communities.
There has been considerable discussion about Gen Z and their preoccupation with mental health. However, the Burson survey identified that emerging from the pandemic, this generation is equally concerned with physical (**5**6%) and mental health (**5**7%) and are prioritizing both mental (**59**%) and physical (**59**%) health.
“Gen Z isn't the future of healthcare — they're the present, so now is the time to create a meaningful dialogue that can empower them as newly independent health consumers,” said Brenna Terry, Global Healthcare Client Leader, Burson. “Our research confirms that there is a considerable opportunity for healthcare companies and communicators to connect with this digitally native, values-driven generation. With our new insights about Gen Z’s needs and interest in action, we can build trust, drive collaboration and shape a more satisfying healthcare experience for them.”
Additional findings reveal several global trends in Gen Z’s healthcare experience:
- **Gen Z is taking control of their healthcare despite a frustrating system**. They're proactive and hungry for information. In fact, **67**% of Gen Z report feeling positively about taking charge of their health but say they face barriers like cost, communication gaps and misinformation. **Forty-six percent** (**46**%) of Gen Z say they find it challenging to get enough time and attention from healthcare providers.
- **Gen Z values connection and in-person care.** Despite being known as the digitally native generation, Gen Z is skeptical of online health information and even tele-health appointments. **Eight-in-10** of Gen Z say they’ve encountered false or misleading health information online and **m**ore than 60% say prioritizing in-person visits over virtual ones is important to feeling respected by healthcare providers.
- **Gen Z acknowledges a role for healthcare companies in their wellness journey**. They’re ready and eager to listen to trusted sources of information with proactive and educational communications. **Fifty-five** percent (**55**%) of Gen Z say that they believe pharmaceutical companies may be able to meet these needs.
“As a member of Gen Z, the findings of this report resonated with my experience that my generation not only deserves but *wants* a seat at the healthcare industry’s table,” said Hayley Scandura, Account Executive, Health & Wellness, Burson, a Gen Z member and report leader. “Despite commonly held misconceptions that my generation is disengaged from their health experience, I know more time, attention and communication from both healthcare providers and companies may help alleviate the frustrations of my generation and set us up for better health earlier in our lives.”
**Decipher Health: A Role in Audience Understanding and Communication**
In addition to the global survey, the report includes believability findings from Decipher Health that analyzed a select set of the survey’s findings affecting Gen Z audiences. Our AI solution forecasted very high believability scores relative to the survey. For example, the traditional survey found that misinformation is pervasive in Gen Z spaces online, particularly on social media. This had a **92**% believability score on Decipher Health, indicating that the simulated Gen Z population agreed with this fact or found it believable. When extended to Millennials and Gen X, Decipher Health revealed equally high scores (**91**% and **89**% respectively), demonstrating that Gen Z has similar concerns to audiences that are regularly addressed by the healthcare industry.
“With Decipher Health, we were able to complement our traditional research methods to provide additional confidence about our Gen Z insights,” said Vicky Lewko, Global Head, Digital Health, Burson. “This new capability gives us a way to efficiently design communications that resonate with Gen Z audiences and beyond – taking the guesswork out of content and conducting always-on testing that allows us to go to market faster than ever before.”
Decipher Health, a solution created in partnership with AI company Limbik, is an offer through PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI.
The complete report, including the full methodology and in-depth analysis, is available [here](https://www.bursonglobal.com/GenZHealth).
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)AnnaMaria DeSalva Named a Fellow of The New York Academy of Medicine
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# AnnaMaria DeSalva Named a Fellow of The New York Academy of Medicine
DateDecember 11, 2024Share
**NEW YORK, December 12, 2024 –** Burson, the global communications leader purpose-built to create value for clients through reputation, today announced that Global Chairman AnnaMaria DeSalva was named a Fellow of the New York Academy of Medicine (NYAM) in an induction ceremony that took place this week in Manhattan.
NYAM, founded in 1847 and one of the nation’s longest running non-profit institutions, is a preeminent leader in medicine and public health, focused on maximizing health in every phase of life. It also is home to one of the world’s most important historical medical libraries. NYAM Fellows are leading practitioners, academics and policy makers in their fields which span medicine, nursing, social work, public health, administration, health policy, pharmacy, dentistry, law and government. Fellows participate in cutting edge research, educational and health policy programs, and organize forums addressing critical health issues.
“I’m very grateful to NYAM and to its board of trustees for the honor of being named a Fellow of the Academy,” said DeSalva. “I’ve had the opportunity through most of my career to contribute to innovation and transformation in healthcare, and I believe this recognition reflects the central role of communication in strategy and as a key determinant of human health. I am looking forward to contributing to the mission of NYAM and to help bring together the biomedical sciences, clinical practice and public health strategies to improve health outcomes for all.”
Across a 30-year career in corporate affairs and governance, DeSalva has spent more than 20 years dedicated to healthcare innovation in executive roles at Pfizer and Bristol-Myers Squibb and in various leadership roles at WPP, including as Chairman and CEO of Hill & Knowlton and Global Chairman of Burson. Earlier in her career, she was the first industry expert to be appointed by the Commissioner of the U.S. Food and Drug Administration to serve as an advisor to the Agency in risk communication. In 2000, she co-founded World Cancer Day and authored the Charter of Paris Against Cancer, an international agreement to improve the fight against cancer globally. World Cancer Day and the Charter will recognize a 25th anniversary in 2025. DeSalva has served on the governing boards of two industry leading public companies and currently serves on the governing board of her alma mater, William & Mary.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Matt Reid Appointed U.S. Chief Executive Officer of Strategic Communications and Financial Markets Advisory Firm Burson Buchanan
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# Matt Reid Appointed U.S. Chief Executive Officer of Strategic Communications and Financial Markets Advisory Firm Burson Buchanan
DateDecember 9, 2024Share
**NEW YORK, December 9, 2024** – Burson, the global communications agency purpose-built to create value for clients through reputation, today announced that Matt Reid has joined strategic communications and financial markets advisory firm [Burson Buchanan](https://www.bursonbuchanan.com/) as U.S. CEO, effective December 2. Reid is based in Washington, D.C. and will oversee the expansion of the brand and business in the U.S. market.
Reid uses his deep experience in financial and corporate communications, public affairs and crisis management to provide strategic counsel to clients facing “bet the company” opportunities and threats. His expertise includes managing financial transactions and issues; complex litigation matters and government investigations; policy and regulatory challenges; and major corporate crises. He has also managed communications for numerous corporate acquisitions, mergers and SPAC transactions.
“Businesses are facing pressures from all quarters – both internal and external – that can create high-stakes threats, imperil reputation and undermine financial confidence,” said Corey duBrowa, Global CEO, Burson. “Matt brings a successful three-decade career in advising clients through myriad complexities, opportunities and strategic scenarios to protect and build reputation and optimize valuation. I benefitted from his steady hand and wise counsel during my time as a client and when we were colleagues at WE Communications, and know his considerable expertise will be a tremendous asset to our clients and potential clients as we build Burson Buchanan in the United States.”
Before joining Burson Buchanan, Reid was Managing Director and Head of the Los Angeles office for H/Advisors Abernathy, as well as lead of the firm’s cybersecurity and litigation communications practices. He also contributed to the firm’s capital markets work in the U.S. and its global public affairs efforts. Prior to that, Reid was Managing Director and co-head of the Los Angeles office of Sard Verbinnen & Co. (now FGS Global), where he oversaw mergers & acquisitions, activist defense, executive transitions, crises, regulatory and litigation matters for clients across numerous industries, including technology, life sciences and education. Earlier, he was Senior Vice President, External Affairs for BSA | The Software Alliance, the leading global trade association for the software industry, where he oversaw global communications and government relations. He has also held senior corporate communications and public affairs roles at agencies including WE Communications, FleishmanHillard and GCI Group. He began his career working on high-profile political campaigns.
“Burson Buchanan has a well-earned reputation in the UK across 30 years for helping clients manage issues, markets and corporate reputation to build stakeholder confidence and facilitate innovation and growth,” said Reid. “As a boutique strategic communications and financial markets advisory firm within Burson Group, we offer highly specialized expertise, backed by the resources of the global communications agency that set the gold standard for reputation management and strategic advisory. I couldn’t be more enthusiastic about what we’ll be able to achieve as we expand Burson Buchanan into the U.S.”
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Strengthens Commitment to Talent with Appointments of Global Chief Inclusion Officer and Global Chief Talent Acquisition Officer
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# Burson Strengthens Commitment to Talent with Appointments of Global Chief Inclusion Officer and Global Chief Talent Acquisition Officer
DateDecember 4, 2024Share
**NEW YORK, December 4, 2024** – Burson, the global communications leader purpose-built to create value for clients through reputation, today announced two key appointments to its people team that underscore the agency’s commitment to its most vital asset – talent. Jeff Marshall has joined as Global Chief Inclusion Officer and Natasha Avery has joined as Global Chief Talent Acquisition Officer.
“Jeff and Natasha are outstanding additions to our people team in their respective disciplines,” said Azurée S. Montoute-Lewis, Global Chief People Officer, Burson. “Jeff is a well-recognized, award-winning and sought-after expert in inclusion and belonging, and his joining Burson underscores our commitment to ensuring that our agency is representative of the world at large and that our team members feel a sense of belonging in our workplace.
“Natasha will lead our global executive recruitment efforts, drive strategic hiring initiatives and lead the expansion of our talent function,” Montoute-Lewis continued. “Burson Persons are high-performing colleagues who are committed to over-delivering for clients, constant self-improvement and nurturing the next generation of professionals. Natasha has an expansive network from which she will help us continue to build our community of world-class talent.”
Before joining Burson, Marshall led UM Worldwide’s Diversity, Equity and Belonging (DEB) efforts as the agency’s first-ever Chief Diversity Officer. Through partnership with clients, partners, and agency leaders, Marshall implemented a strategic framework that resulted in higher engagement and removed some of the barriers impeding UM’s ability to achieve an inclusive workforce. Prior to this role, he spent 17 years in media strategy, buying and planning at a range of agencies.
He is a member of the 4A’s Diversity Steering Committee, She Runs It’s DEI Advisory Council, and BRIDGE’s Strategic Advisory Council. Marshall’s work has earned him numerous awards, including being named to the American Marketing Association’s 2024 Hall of Fame, American Advertising Federation Mosaic Center’s Inaugural Guardian Award, Color Magazine’s 2023 Top CDO Power List, ThinkLA’s 2023 DIG Awards Winners and ADWEEK’s 2022 Media All-Stars.
Avery brings more than 20 years of experience to her position. Most recently, she served as Vice President, Executive Recruiter at WPP, where she partnered with executive leaders across WPP agencies to recruit top-tier talent. She also played a key role in shaping WPP’s talent mobility policies, advocating for internal career growth through her leadership of the Talent Connect and Marketplace community.
Prior to WPP, Natasha was the Director of Talent Acquisition for North America at AKQA, and she spent 13 years at Edelman, where she rose to the role of Executive Vice President, Talent Acquisition. During her time there, she led senior and executive-level recruitment across various divisions, including digital, creative, performance marketing, influencer, strategy, analytics, communications and branding for the Americas.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Taj Reid Joins Burson as Global Chief Creative Officer
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# Taj Reid Joins Burson as Global Chief Creative Officer
DateNovember 20, 2024Share
**NEW YORK, November 21, 2024** – Burson, the global communications leader purpose-built to create value for clients through reputation, today announced that Taj Reid will join the agency as Global Chief Creative Officer, effective January 8th, 2025.
“In a fragmented media landscape, with consumers of information facing an unprecedented volume of noise and clutter, brands and organizations need to reach their most important audiences not only via the right platform at the right time but also through a range of messages and experiences that earn their attention and inspire action,” said Corey duBrowa, Global CEO, Burson. “Taj is an exceptional talent who understands how to reach and motivate audiences at the intersection of creative, design and technology to drive preference and build reputations for clients across industries.”
Reid spent the last five years with Edelman, most recently as Global Chief Experience Officer and U.S. Chief Creative Officer. Before that he spent two years as Principal Creative Director at Microsoft, where he led a cross-discipline team of designers, developers and content strategists crafting digital products and community experiences for Mixed Reality. Earlier in his career he served as Vice President, Creative Director at Edelman. Reid was named to the [ADWEEK 50](https://www.adweek.com/brand-marketing/the-adweek-50-honoring-media-marketing-and-techs-indispensable-behind-the-scenes-stars/) in 2022.
“Burson has an ambitious vision that blends the promise of technology with the unique inspiration and insight of human creativity,” said Reid. “By crafting engaging experiences powered by creative, design and technology, we can build future-ready brands that resonate and connect meaningfully with people. I’m thrilled to join Burson and help its clients create this kind of impact.”
Simon Shaw, who had previously served as Burson’s Global Chief Creative Officer, will leave the agency at the end of the year.
“I’d like to thank Simon for his leadership during this past year with Burson and for the contributions he made to Hill & Knowlton over his 10 years with the firm,” duBrowa added. “I wish him the very best in his future endeavors.”
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Renowned Research Consultancy BSG to Integrate into Burson
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# Renowned Research Consultancy BSG to Integrate into Burson
DateNovember 19, 2024Share
**NEW YORK, NOVEMBER 20, 2024 –** Burson, the global communications leader purpose-built to create value for clients through reputation, today announced that premier strategic market research consultancy and fellow WPP company BSG (formerly Benenson Strategy Group) is being integrated into Burson’s U.S. Insights, Data & Intelligence group, effective January 1, 2025.
“BSG’s talent, expertise and commitment to excellence across qualitative and quantitative market research will be the perfect complement to the infrastructure and tech stack we currently have within Burson’s Data & Intelligence group and through the Burson Innovation Portfolio,” said Kari Butcher, Americas Chair, Insights, Data & Intelligence, Burson. “We are bringing our clients expansive expertise in research and data and greater scale with our talent and tools and our industry-leading AI solutions Decipher and Sonar on offer through PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI. This newly expanded group will become a powerful strategic partner for our team and our clients, arming them with data-driven insights and predictive analytics to navigate an increasingly more complex world of reputation management.”
Carl Rossow, co-founder of BSG, had made the decision earlier this year to retire from BSG, effective December 31. “Carl played an outsized role in building BSG into the renowned consultancy it is today,” Butcher continued. “All of us at Burson and BSG are incredibly grateful for everything Carl has done for BSG and we wish him the very best.”
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Group Announces Corporate Affairs Leadership Appointments
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# Burson Group Announces Corporate Affairs Leadership Appointments
DateOctober 24, 2024Share
*Steve Behm Joins Burson as Americas Chair, Corporate Affairs*
*Dan Doherty Elevated to Global Head, Corporate Affairs, Axicom*
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**NEW YORK, October 24, 2024** – The Burson Group today announced two appointments of corporate affairs senior leaders. Steve Behm will join Burson on November 11 as Americas Chair, Corporate Affairs. Dan Doherty, currently U.S. Practice Chair, Corporate Affairs, for Burson, has been elevated to the role of Global Head, Corporate Affairs, Axicom, effective November 11.
Behm is a hands-on senior strategist with expertise in tough issues advocacy, corporate and political campaigns, reputation management, crisis communications, alliance creation, public affairs, cybersecurity, earnings, rapid response, creative campaign development, executive positioning, employee engagement, media training and digital strategy.
Behm joins Burson from Real Chemistry, where he served as President, Corporate Advocacy, overseeing investor relations, corporate strategy, executive coaching, reputation and crisis. Behm also spent 18 years with Edelman in various roles, including chairing the firm’s Crisis and Risk practice, a team that delivered more profit than the rest of the corporate practice combined, and was the architect and President of the firm's Southern region, which was one of the agency’s fastest-growing regions in the U.S. during his tenure, doubling in size in three years. In both roles, his teams delivered award-winning work, including Cannes Lions, PRWeek Awards, Silver Anvils and SABRE Awards. Behm also oversaw some of the agency's most successful community development programs, including the Dear John campaign to stop child prostitution in the City of Atlanta, which won a regional Emmy award and a World Leadership Award, and the industry recognized One Orlando Foundation's response to the Pulse nightclub shooting in Orlando. Earlier in his career, Behm spent a decade in Washington working in various government roles and on political campaigns representing U.S. Senators and Congressmen from the Midwest, including members of the House Ways and Means Committee, Agriculture Committee and Energy and Commerce and several years at a public affairs boutique.
“We are in one of the most consequential periods for corporations across industries as they juggle the vagaries of elections, changing regulations, activism, supply chain disruption, geopolitics, employee engagement and more,” said Kristine Boyden, CEO, Americas, Burson. “Steve has decades of experience counseling clients through these types of issues across nearly every industry. He will bring a clear eye and a steady hand to our clients navigating constant turbulence.”
An eight-year veteran of Burson, Doherty has led Burson’s Corporate Affairs practice since helping create the group in February 2022, which was named North America Corporate Agency of the Year in 2023 by PRovoke Media. In taking on the newly created role of Global Head, Corporate Affairs for Axicom, Burson’s technology specialist agency, Doherty will extend and enhance the rapidly growing firm’s global capabilities necessary to help clients navigate an era of technological transformation. Doherty advises high-profile executives and global organizations – spanning industry and scale – on the most complex corporate reputational and public policy issues challenging their businesses. He has deep experience in the technology, CPG, food manufacturing, chemicals and energy industries and brings expertise on issues such as sustainability, trade, market recalls and withdrawals, and mergers and acquisitions. His extensive corporate communications experience includes counseling leading organizations on customer, investor, community, government and labor relations campaigns.
Doherty began his career at Cohn & Wolfe and before Burson, he served two stints with The Wade Group, most recently as President.
“There’s no question that in every major market around the world, the technology industry is at the forefront of the most pressing policy discussions shaping our future,” said Matthew Lackie, Global CEO, Axicom. “Dan is a proven practice leader, and a trusted and respected client counselor. Burson and Axicom collaborate on several shared clients, so I’ve had the privilege of witnessing Dan’s exceptional ability to craft compelling narratives for leading tech companies, enabling them to assert their influence in the right places and at the right time while fostering an environment for growth and innovation. Dan’s formal arrival at Axicom significantly enhances our ability to amplify our clients' voices and engage a broader spectrum of stakeholders to support policy, reputation and crisis communications needs.
“Dan joining Axicom is a testament to the level of talent across the Burson Group and the incredible opportunities for growth and new challenges across our network,” Lackie added.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Introduces Cognitive AI Solution to Drive Greater Impact for Healthcare Communications
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# Burson Introduces Cognitive AI Solution to Drive Greater Impact for Healthcare Communications
DateSeptember 18, 2024Share
**Delivered via WPP Open, Decipher Health Predicts the Impact of Communications Across Six Therapeutic Areas**
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**NEW YORK, September 18, 2024 –** Burson, the global communications leader purpose-built to create value for clients through reputation, today announced the launch of Decipher Health, its new cognitive artificial intelligence (AI) offering designed to optimize communications impact and stakeholder engagement across patient, advocate, healthcare provider, health decision makers and analyst communities. This is the third AI offering of its kind from Burson and a key addition to the growing capability within PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI.
Decipher Health by Burson has trained cognitive AI models on a broad spectrum of disease areas, including general health, oncology, neurology, diabetes, respiratory, and sexual health. It integrates predictive believability and virality indicators. The result is a robust framework for forecasting the potential impact of different types of content across healthcare-focused audience segments that is based on observable, repeatable data. The solution, created in partnership with cognitive AI company Limbik, makes predictions about communications impact by determining an audience’s level of commitment to a particular topic and the believability of online content related to that topic. As part of WPP Open, Decipher Health will be made available to all WPP healthcare clients and is the latest innovation for Health@WPP.
“The volume of information in the healthcare space can be both daunting and riddled with inaccuracies for people who are searching for material on a particular disease or therapeutic area,” said Chad Latz, Chief Innovation Officer, Burson. “We created this capability to predict with near certainty the potential for impact – including credibility and engagement - that content can have on a wide range of healthcare-specific audiences. This ensures we can help our clients cut through with communications and marketing that build their reputations, but also deliver valuable and effective resources across the patient journey.”
In addition to message testing, Decipher Health tracks the impact of a variety of global macro themes that can affect the healthcare system, including: The economy; drug costs, pricing and access; supply chain; DEI; sustainability; elections; reproductive rights; women’s health and armed conflict.
“What makes this such an extraordinary tool is the depth of our audience modeling,” said Brenna Terry, Global Chair, Healthcare, Burson. “Our patient audience is segmented beyond typical demographics to include a wide range of social determinants that can make people more – or less – likely to be susceptible to a disease and receptive to information. Drilling down to such a precise level ensures that we reach the right people at the right time with precisely the right content.
“Decipher Health allow us to analyze gaps in message uptake among different critical healthcare stakeholders,” Terry continued. “What resonates with a patient is different than what will make an impact with a physician or an analyst. With WPP Open, we can forecast what works well with each audience and then develop compelling content that facilitates high-impact communications with all stakeholder groups. We now have instant market research right at our fingertips.”
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Announces Global Digital and Intelligence Leadership
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# Burson Announces Global Digital and Intelligence Leadership
DateJuly 29, 2024Share
Team Focused on Delivering Innovation Solutions to Clients at Scale
**NEW YORK, July 29, 2024** – Burson, the global communications leader purpose-built to create value for clients through reputation, today announced its global digital and intelligence leadership team that will drive the implementation of the digital, paid and intelligence components of Burson’s Innovation Portfolio globally.
“The volume and velocity of online conversation has never been louder or faster, with AI-generated content being created and globalized essentially instantaneously,” said Grant Toups, Global Chief Digital and Intelligence Officer, Burson. “This substantially increases both opportunity and risk for organizations, requiring analysis of exponentially more data to uncover insights and devise strategies across paid, earned and owned to mitigate volatility and leverage opportunities. These leaders marshal the full power of Burson - our extensive industry expertise, world-class technology, innovative methodologies and global scale – to help clients allay risk, build reputation, grow and thrive.”
Appointments include:
- **Michael Beno**, Americas Chair, Digital
- **Kari Butcher**, Americas Chair, Data & Intelligence
- **Vikki Chowney**, Global Head, Influencer
- **Vicky Lewko,** Global Head, Digital Health
- **Sama al**-**Naib**, EMEA Chief Digital & Innovation Officer
- **Joe Peng,** APAC and Greater China Head of Digital & Intelligence
- **Allison Spray**, EMEA Chief Data & Intelligence Officer
“Businesses and organizations will continue to face unprecedented levels of complexity for the foreseeable future,” Toups added. “This team of high performers, recognized experts in their specialties and in their regions, is exceptionally well-suited to provide world-class counsel and drive value creation for clients across industries.”
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Names Former UK Diplomat and Policy Expert Damion Potter Global Chair, Public Affairs
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# Burson Names Former UK Diplomat and Policy Expert Damion Potter Global Chair, Public Affairs
DateJuly 22, 2024Share
**NEW YORK, JULY 22, 2024** – Burson, the global communications leader purpose-built to create value for clients through reputation, today announced that Damion Potter has joined the company as Global Chair, Public Affairs, effective July 22. He will be based in London and will serve on Burson’s global leadership team.
Potter brings an extensive record in leadership roles in international diplomacy, government and public affairs, communications, crisis response, policy, trade and economic development, serving in both the public and private sectors in assignments spanning the UK, Europe, the former Soviet Union, Asia and the Americas. Most recently, Potter was Vice President and Global Head of Policy and Government Affairs for Haleon, the GSK consumer healthcare spin out, which was the largest listing on the London stock exchange in the past two decades. At Haleon, Potter was responsible for setting global public policy objectives and government engagement around the world.
In his new role, Potter will lead the integration and further development of public affairs advisory assets across Burson, which includes teams in governmental centers globally, a network of expert external advisors, and several specialist companies in Washington D.C., including Dewey Square Group, Direct Impact and Prime Policy Group.
“Damion is joining us at a time when government has never played a larger role in the business operating environment and when geopolitical shifts are also rapidly impacting trade, regulation, supply chains and commercial strategy,” said AnnaMaria DeSalva, Global Chairman, Burson, who oversees the agency’s global practices. “Today our clients require an integrated intelligence, government affairs and communications strategy to mitigate risk and build brands and reputation. Damion brings to Burson deep expertise and networks that will help us further empower our clients to foresee solutions, build support for key business decisions and transform business outcomes amid unprecedented complexity.”
Before Haleon, Potter led the Delivery Department for the UN Climate Change Conference hosted in Glasgow (COP26). In this role he represented the Foreign, Commonwealth and Development Office, advising the UK Government on policy and leading implementation of the World Leader Summit, the largest-ever assembly of world leaders in the UK.
Earlier, Potter was British Ambassador to Panama City and Head of Central America Network, directing UK interests in trade, prosperity, peace and security. He negotiated the UK’s trade deal with six Central American countries following Brexit. He also served in diplomatic capacities in Sweden, Taiwan and Russia, with a focus on bilateral trade and investment in Taipei and Moscow.
Before these roles, Potter was Communications Director and spokesperson for ESPN in Europe, the Middle East, Africa and Asia-Pacific.
“I’m delighted to join Burson at this important time to help clients grow or defend their businesses and build their reputations in an ever-changing world,” said Potter. “The Burson global public affairs team is renowned for its first-rate analysis and market intelligence; expert counsel to senior business leaders; its ability to work with local authorities on challenges and opportunities clients are facing in their markets; building government engagement; and leveraging its networks to positively influence the policies of decision-makers. Clients need this thoughtful and wide-ranging guidance right now and I am honored to join this outstanding team.”
Potter is fluent in English, French, Spanish and Swedish, with conversational proficiency in Russian.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson: Reinventing How Reputation Creates Competitive Advantage for Clients
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# Burson: Reinventing How Reputation Creates Competitive Advantage for Clients
DateJune 13, 2024Share
*Builds on Heritage of Creativity and Innovation to Drive Value | Introduces New Brand, Offerings and Learning Academies*
---
**NEW YORK, JUNE 13, 2024** – Today marked the official launch of Burson, the global communications leader creating value for clients through reputation to enable innovation, growth and leadership. The brand identity and new client and talent offerings unveiled today articulate Burson’s expertise delivering creative and compelling solutions for building reputational capital.
“Businesses and organizations are operating in a constant state of complexity and uncertainty, marked by rapid advancements in technology, economic volatility, wide-ranging activism, and social and geopolitical turbulence,” said Corey duBrowa, Global CEO, Burson. “A strong reputation grounded in action, communicated clearly and creatively, and deployed as capital across stakeholders will enable clients to succeed in this environment. Reputation is a company’s most valuable asset for enhancing perception and growing performance, preference, valuation and return.”
Burson launched its new visual identity and value proposition across all global channels, articulating its modern approach to reinventing how reputation is built and protected in today’s dynamic environment. To bring this new positioning to life, Burson introduced a series of products and programs to empower its counselors and creators to solve clients’ challenges across sectors and markets. The new visual identity, inspired by the power of light to illuminate insights and reveal opportunity, reinforces the company’s commitment to counseling clients with bold creativity and advisory solutions.
### ****Relentless Innovators****
Burson is introducing a new framework and consulting methodology to assess and actively manage “reputation capital” across four pillars: Company actions, communications, social narratives and stakeholder beliefs. Underpinning this work is the Burson Innovation Portfolio, a body of AI-enabled tools that, when paired with human intelligence, enables faster, better insights; precision audience targeting; and culturally relevant creative. The Burson Innovation Portfolio comprises five suites that serve a continuum of client needs and is strengthened by WPP Open, WPP’s AI-powered marketing operating system. They include:
- **The Sonar Suite,** which anticipates and evaluates risk through social narrative intelligence;
- **The Decipher Suite,** which predicts the impact of proactive and defensive communications; the impact of themes globally and regionally; and emerging cultural trends;
- **The Creators’ Suite**, which creates audience-specific content at scale, by identifying both the supply and demand of information online as well as white space in narratives;
- **The Specialists’ Suite,** which trains Burson’s AI tools on specific industry sectors; and,
- **The Fount Suite,** which takes an aggregated view of the data across the life cycle of a campaign to measure and optimize performance.
“In today’s complex operating environment, business leaders are converting pervasive risks into opportunities for innovation and value creation,” said AnnaMaria DeSalva, Global Chairman, Burson. “The Burson Innovation Portfolio, which draws on the technology strengths of our combined agencies and WPP, reflects our promise to combine artificial and human intelligence in ways that help our clients succeed at the intersection of risk, creativity and reinvention. Leading companies are already leveraging these solutions to build and protect reputation in highly material situations. We are committed to both our clients and our employees that Burson will be an engine for their growth and for the enablement of the transformations that the world needs now.”
### ****Experts at Scale****
Burson applies its proprietary approach to reputation across the Burson Group, a streamlined suite of agencies with scale across today’s most transformational industries and anchored by the flagship full-service Burson brand. They include:
- **Axicom**, the earned-first global communications agency for tech brands and brands with a tech story,
- **Burson Buchanan**, newly rebranded from Buchanan Communications, the financial communications and capital markets advisory firm,
- **GCI** **Health,** the full-service global healthcare agency inspired by people,
- **Hill & Knowlton**, a full-service global firm and proven partner for business and brand transformation, providing strategic communication, marketing and corporate affairs solutions.
“A powerful differentiator across the Burson Group is the considerable number of former chief communications officers and senior client advisers among our ranks who have hands-on experience managing the issues and opportunities that clients face every day,” said duBrowa. “AnnaMaria and I both had long careers in-house, and we know the enormous value this perspective brings to clients. Our team of seasoned counselors - with their access to industry-leading, AI-first technologies and creative firepower - is unrivaled in the marketplace.”
### ****Lifelong Learners****
Burson is also unveiling its new learning academy focused on client leadership and skills development to ensure teams are exceptionally well-versed to counsel clients today and tomorrow and are trained on a consistent, global, “one Burson” approach.
“Burson Persons past and present – and certainly future - are known for being high performers who are never satisfied with the status quo, remain relentlessly curious and are constantly striving to improve,” duBrowa noted. “We are pleased to introduce **The** **Burson Academy** for the next generation of agency leaders and to continue this important tradition of rigorous professional development.”
The Burson Academy offers curricula under four pillars: **Leadership**, for career navigation, management and leadership growth; **Client Excellence**, for building strong consultative client relationships; the **Craft** of reputation management, with focus on writing, media relations, issues management and creative; and **AI/Innovation**, for development in data & analytics, AI, the Burson Innovation Portfolio and new ways of working.
---
### **About Burson**
Burson is the global communications leader built to create value for clients through reputation. With highly specialized teams, industry-leading technologies and breakthrough creative, we help brands and businesses redefine reputation as a competitive advantage so they can lead today and into the future. Burson operates under WPP (NYSE: WPP), the creative transformation company. Learn more at [www.bursonglobal.com](https://www.bursonglobal.com/).
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Names Kelli Parsons as New Global CEO of Hill & Knowlton
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# Burson Names Kelli Parsons as New Global CEO of Hill & Knowlton
DateJune 4, 2024Share
**NEW YORK, June 4, 2024** – Hill & Knowlton and BCW, which will [merge](https://www.wpp.com/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) as of July 1, 2024, to form Burson, today announced the appointment of Kelli Parsons as Global CEO of Hill & Knowlton, which will operate as a full-service global firm within the Burson group of brands. Effective July 1st, Parsons will succeed AnnaMaria DeSalva, who has led Hill & Knowlton as Global Chairman and CEO since June 2019 and will become Global Chairman, Burson, as previously announced.
Established almost a century ago as the original communication consultancy, Hill & Knowlton is a leader in the rapidly changing corporate affairs paradigm, innovating to meet the increasing demand for strategic communications solutions. The company has focused on building substantial capability to serve clients as a strategic and creative partner for growth, reputation capital and resiliency, and long-term value creation in today’s complex operating environment.
“Hill & Knowlton has played a seminal role in our industry since its inception, and our team has pursued a period of rigorous development over the last several years,” said DeSalva. "We are thrilled that H&K will continue to grow its central role in strategic communication as part of Burson, and that Kelli Parsons will lead the firm going forward. Kelli is a highly trusted and admired leader in our field. She has been a guiding force on our leadership team since rejoining H&K in 2020. Following her years in major client leadership roles and two substantial tours of duty as a senior leader at Hill & Knowlton, as CEO Kelli will bring deep knowledge of our industry, our people and clients, and vision for the opportunities ahead. I am proud to advance this leadership transition, and I look forward to continuing to work with Kelli and to supporting Hill & Knowlton’s future success in my new role.”
Hill & Knowlton will operate as a full-service global firm within the Burson group. The firm advises clients on transformational journeys, providing strategic communication, marketing and corporate affairs solutions distinguished by intelligence and creativity. A proven partner for business and brand transformation, Hill & Knowlton will serve as a growth engine and source of conflict management within the Burson group of brands.
“Hill & Knowlton brings exceptionally complementary expertise and brand equity to the flagship Burson and will serve as a powerful offering alongside Axicom, Buchanan Communications and GCI Health in our group of brands, which together offer clients world-class expertise across every global industry and sector,” said Corey duBrowa, Global CEO, BCW, who will become Global CEO, Burson, upon completion of the merger. "H&K’s expert strategic counsel and focus on the business impact of reputation creates significant value for clients, and I look forward to its continued success under Kelli’s leadership.”
Parsons noted, “I’m honored to lead my exceptional colleagues in earning our clients’ trust as a strategic and creative partner. A former CCMO, I understand the imperative to create value for the business and its stakeholders amid myriad expectations in a dynamic operating environment. Communication has never played a more transformative role as companies drive growth, innovate and engage with their communities. We’re proud of our clients and their impact on business and society. I’m excited to support their growth and influence with the unmatched resources of the Burson network.”
Parsons brings 30 years of experience in journalism, agency and corporate leadership to her role. As the current global chair of corporate affairs and advisory at Hill & Knowlton, she has been instrumental in the growth of the firm’s global advisory business, helping clients solve challenges and capitalize on opportunities at the intersection of corporate strategy and communication. Previously, Parsons served as Chief Communication and Marketing Officer for Fortune 50 companies, where she focused on developing multi-stakeholder communication strategies to build trust during large-scale transformations. Earlier, she led H&K’s New York and Washington, D.C. markets, its corporate and technology practices, and largest global client relationship. Parsons is actively involved in the progression of the communication profession and development of its future leaders. She serves as chair of the board of trustees of Page and as a trustee of the Institute for Public Relations.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Axicom and Ideal to Merge to Create Technology Communications Powerhouse
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# Axicom and Ideal to Merge to Create Technology Communications Powerhouse
DateMay 23, 2024Share
**NEW YORK,** MAY 23, 2024 -- BCW and Hill & Knowlton, which will [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) as of July 1, 2024 to form Burson, today announced that specialty technology communications agencies Axicom and Brazil-based Ideal will combine, effective July 1. Ideal’s business in Brazil will rebrand to Ideal Axicom, while its business in Mexico will be renamed Axicom.
With the merger, Axicom’s global network will span the United Kingdom, France, Germany, the Netherlands, Italy, Spain, Sweden, Brazil, Mexico and the U.S.
“Axicom and Ideal are tremendously complementary businesses focused on creating value for technology companies through a future-focused approach that helps them navigate complexity, anticipate trends and build long-term reputational value,” said Corey duBrowa, Global CEO, BCW Group, who will retain the same title with Burson. “Coming together will be a force multiplier for Axicom with new talent and services in critical emerging innovation hubs in Mexico and Brazil.”
With the merger, Axicom gains immediate global scale and additional expertise across content, creative, data, strategy and planning. “Technology brands, and brands with a technology story, are necessarily future focused as they are identifying opportunities to bring innovation to market,” said Matthew Lackie, Global CEO Axicom. “Our teams are exceptionally skilled in telling complex tech stories that not only drive immediate business impact but also establish reputation for the long-term. With Ideal joining us as Axicom we can now bring this expertise to a more global audience for our clients.”
Ideal was created in 2007 by journalists Ricardo Cesar and Eduardo Vieira and specializes in the growing market need for strategic communications advisory services supporting disruptive technology companies and those seeking a highly agile communications partner.
It was acquired by Hill & Knowlton in 2015.
“Ideal has been a strong performer and is highly regarded for the integrated communications expertise it brings to technology clients across Brazil and Mexico,” said AnnaMaria DeSalva, Chairman and CEO of Hill & Knowlton, who will become Chairman of Burson upon completion of the merger. “The union with Axicom represents a strategic step forward in our technology offering by immediately strengthening Axicom’s ability to serve a full continuum of tech clients, from disruptive start-ups to established global companies accelerating their digital transformations.”
Lackie will remain in his role as Global CEO of Axicom, with Cesar taking on the role of President, Latin America. Cesar also becomes a member of Axicom's global council, helping shape the network's international strategies.
On January 25th, WPP announced it would [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) its two largest communications agencies, BCW and Hill & Knowlton, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation. Burson will be operational as of July 1, 2024.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Global Innovation and Intelligence Leadership Named for Burson
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# Global Innovation and Intelligence Leadership Named for Burson
DateMay 3, 2024Share
**NEW YORK, May** 6, 2024 – BCW and Hill & Knowlton, which will [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) as of July 1, 2024 to form Burson, today announced leadership across its innovation, digital, intelligence and technology functions. Together, these leaders will develop and deliver unique and proprietary solutions for the complex challenges facing clients today.
“Artificial intelligence and new digital technologies are having a seismic effect on the communications business,” said Corey duBrowa, Global CEO, BCW, who will retain the same role with Burson. “We are driving clear, higher-order value for our clients through the creation of tools such as [Decipher](https://www.bursonglobal.com/newsroom/global/burson-introduces-cognitive-ai-solution-to-drive-greater-impact-for-healthcare-communications) and [Sonar](https://hillandknowlton.com/news/hill-knowlton-strategies-forms-new-global-intelligence-technology-unit-and) to both predict and blunt weaponized information and to build and test messages informed by the precision of data and predictive analytics.
“We are committed to using AI and other emerging technologies to define and deliver the most innovative communication solutions in the industry to solve our clients’ greatest challenges,” duBrowa added. “This is the right team to lead this approach, which is core to our principle of reputation as the differentiating characteristic for our clients in the marketplace.”
Appointments include:
- **Chad Latz**, currently Global Chief Innovation Officer with BCW, will retain that title with Burson. He will be responsible for leading Burson’s ongoing innovation efforts and product development where AI-first solutions, mapped to client and market needs, are created and perfected. Latz is also responsible for continuing to build and manage a team of AI-focused practitioners and partners across data, technology and academia.
- **Grant Toups,** currently Global Chief Technology Officer at Hill & Knowlton, will become Global Chief Digital and Intelligence Officer, Burson, responsible for operationalizing and scaling the delivery of digital-first client solutions. He will guide a global team deploying a suite of offerings including digital/social communications, reputation enhancement and defense, technology/AI advisory and advanced intelligence solutions.
- **Chris Kief,** currently Global Chief Technology Officer with BCW, will retain that title with Burson. He will lead enterprise technology strategy, including investments and licenses, deployments and governance of technology offerings. He will use his extensive development background to oversee engineering teams to accelerate product development.
“Today’s risk environment is substantially elevated, creating new demands for our clients who must keep pace with the disinformation threat, spot new conversations, and communicate effectively and in real time with an array of stakeholders,” said AnnaMaria DeSalva, Chairman & CEO of Hill & Knowlton, who will become Chairman of Burson. “We are thrilled to bring together the leadership, investments, and body of work leveraging data science, AI and predictive analytics that will make Burson a leading provider of technology solutions and advice for the new era of reputation management and value creation."
Additional appointments will be announced throughout the integration process.
On January 25th, WPP announced it would [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) its two largest communications agencies, BCW and Hill & Knowlton, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation. Burson will be operational as of July 1, 2024.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Announces Brand Offering and Leadership Appointments in the LATAM Region
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# Burson Announces Brand Offering and Leadership Appointments in the LATAM Region
DateApril 29, 2024Share
New York, April 29, 2024 -- BCW and Hill & Knowlton, which will merge as of July 1, 2024 to form Burson, today announced the brand’s regional go-to-market offering and its market leaders across Latin America.
“A foundational objective of the Burson merger is to ensure clients have borderless access to the best talent and capabilities to help them solve their most complex challenges and build reputational currency,” said Kristine Boyden, CEO, the Americas, BCW, who will become CEO, Burson, the Americas, upon completion of the merger. “Our offering in Latin America, with Burson and our specialist agencies, is set up to deliver exceptional results for clients to help them build reputation and deliver value.”
All BCW business currently in the region will be incorporated into the flagship Burson brand. Máquina, the Brazil-based firm which became part of BCW through the 2018 merger of Burson-Marsteller and Cohn & Wolfe, will provide national and multinational companies with world-class capabilities and local market expertise in the region’s largest market. JeffreyGroup, the Latin America specialist firm acquired by WPP in 2022, will offer local market expertise and regionwide capabilities across corporate, brand communications and public affairs consulting. All Hill & Knowlton teams will be incorporated into Burson and JeffreyGroup in the region.
Burson has owned operations in Brazil, Mexico, Argentina, Colombia, Chile, Peru, Uruguay, and Puerto Rico, as well as a regional team in Miami, FL whose capabilities extend across Latin America and the Caribbean, offering interdisciplinary solutions to drive value creation for clients.
“We have an amazing team of talented and experienced communications consultants to counsel our clients and lead our business across the region,” said Brian Burlingame, Burson Latin America CEO. “This is a group of high performers with recognized expertise in their markets and successful track records building and leading talented agency teams and partnering with clients in a variety of industries.”
Market leader appointments include:
- Denise Cancian, CEO, Burson Argentina
- Rosa Vanzella, CEO, Burson Brazil
- Simone Iwasso, President, Burson Brazil
- Luis Joly, President, JeffreyGroup Brazil
- Thiago Salles, Managing Director, JeffreyGroup Brazil
- Denise Humphreys, Market Leader, Burson Chile
- Dario Minore, Market Leader, Burson Colombia
- Mauricio Gutiérrez, CEO, Burson Mexico
- Elisenda Casellas, President, JeffreyGroup Mexico
- Karla Zamora, Managing Director, JeffreyGroup Mexico
- Adriana Pedraza, Interim Market Leader, Burson Peru
- Lynnette Teissonniere, Managing Director, Burson Puerto Rico
- Hugo Hernandez, Market Leader, Burson Uruguay
- Natalia Montoya, Managing Director, Burson/JeffreyGroup Regional
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Financial and Capital Market Advisory Firm Buchanan Communications Joins Burson
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# Financial and Capital Market Advisory Firm Buchanan Communications Joins Burson
DateApril 15, 2024Share
**NEW YORK, April 15, 2024 --** BCW and Hill & Knowlton, which will [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) as of July 1, 2024, to form Burson, today announced that leading financial communications and capital market advisory firm Buchanan Communications, part of WPP, will become part of Burson, effective immediately.
Buchanan Communications specializes in supporting companies that require access to the capital markets to raise financing; optimize valuation; enhance reputation; and create new and lasting supporters among the investor, analyst and media communities. Founded in 1984 and acquired by WPP in 1997, Buchanan provides a fully integrated service for its publicly listed and private clients, which includes strategic counsel on relations with all capital market stakeholders, on all types of transactions (including M&A), as well as crisis and change management and all other corporate situations. Buchanan also provides a comprehensive sustainability offering, including sustainability reporting and communications, along with creative services, including brand, website design, financial marketing collateral design, and digital content.
“Building reputation to grow brand and business value requires engagement across the full range of stakeholder audiences, including capital markets,” said Corey duBrowa, Global CEO, BCW, who will hold the same role with Burson upon completion of the merger. “Beyond strengthening financial confidence or ‘investability’ in an organization, managing relationships with investor audiences is crucial to optimizing and protecting a company’s valuation and reputation. Bringing the exceptional team at Buchanan to Burson gives us immediate strength in financial communications in key international markets and the firepower to expand this expertise at scale.”
The Buchanan team serves clients across consumer, leisure and gaming; energy and renewables; financial services; industrials and infrastructure; investment companies; life sciences and healthcare; mining and metals; professional services; and technology, media and telecommunications.
"The formation of Burson as the market-leading powerhouse in the global communications industry provides an exceptional opportunity for Buchanan to consolidate its leading position in London and expand its operations internationally” said Richard Oldworth, Chairman of Buchanan. “We share a common vision with Burson of building and protecting reputations, delivering significant value and placing our clients first, as capital markets evolve and present exciting global opportunities. Having the expansive global network and complementary skillsets which Burson provides will be of tremendous value to our existing and prospective clients.”
Buchanan Communications will be a brand within Burson together with Hill & Knowlton, GCI Health and AxiCom.
On January 25th, WPP announced it would [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) its two largest communications agencies, BCW and Hill & Knowlton, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation. Burson will be operational as of July 1, 2024.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)BCW And Hill & Knowlton Name Allison Cirullo Global Practice Chair, Consumer And Brand, For Burson
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# BCW And Hill & Knowlton Name Allison Cirullo Global Practice Chair, Consumer And Brand, For Burson
DateMarch 13, 2024Share
**NEW YORK,** March 13, 2024 – BCW and Hill & Knowlton, which will [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) as of July 1, 2024, to form Burson, today announced that Allison Cirullo will join the agency to become Global Chair of Consumer and Brand, Burson. She will also serve as North America Chair, Consumer and Brand, for the agency and will join effective April 15th. She will start with BCW until the Burson transition is complete.
Cirullo has more than 20 years of experience creating multi-channel strategies that solve business problems, shift reputation and build resilient brands. Across her career she has advised brands in the automotive, consumer packaged goods, food and beverage, financial services and insurance industries, among many others. She has expertise across corporate brand purpose, brand positioning, reputation, digital transformation, data and measurement, talent management, business planning, P&L management and global leadership.
“The core components of building brands – demonstrating value, building trust and connecting with all stakeholder audiences – are inextricably linked to enhancing reputation,” said Corey duBrowa, Global CEO, BCW, who will become CEO of Burson upon completion of the merger. “Allison has considerable experience across a variety of industries helping clients drive reputation, from purchase to purpose and everything in between. Her exceptional client experience and commitment to building and mentoring high-performing teams make her a formidable addition to the Burson team.”
Cirullo joins the agency from Edelman, where she spent the past 16 years. Most recently she served as Chief Operating Officer for the agency’s global brand practice, responsible for driving growth and operational effectiveness, including overseeing the strategic vision, go-to-market strategies, global offerings, intellectual property, external marketing, new business and counseling C-suite clients.
Before this role, she had been Managing Director, U.S. Brand, Edelman and, earlier, Managing Director of its Chicago Brand Practice where she oversaw more than 30 accounts. She was also part of GWEN (Global Women's Edelman Network) and Edelman's Aspire Mentorship program.
Earlier in her career, Allison helped launch a start-up marketing agency Alpaytac, Inc., and also worked at Publicis, the Chicago Bulls and Celtic Insurance Company.
"Brands today have to manage a complex stakeholder ecosystem and know how and when to earn consumer attention that not only creates buzz but has a lasting impact on reputation,” said Cirullo. “I’m looking forward to joining this strong team that is committed to future-proofing brands and exceeding client expectations at every turn."
On January 25th, WPP announced it would [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) its two largest communications agencies, BCW and Hill & Knowlton, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation. Burson will be operational as of July 1, 2024.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)BCW and Hill & Knowlton Announce Latest Round of Burson Leadership Appointments Across Headquarters, Global Practices and Specialty Agencies
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# BCW and Hill & Knowlton Announce Latest Round of Burson Leadership Appointments Across Headquarters, Global Practices and Specialty Agencies
DateFebruary 28, 2024Share
**NEW YORK, February 28, 2024 –** Hill & Knowlton and BCW, which will [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) as of July 1, 2024, to form Burson, today announced new appointments across global functional roles, global practices and two specialty agencies. Additional leadership appointments will be announced throughout the integration process.
“This is an exceptional group of leaders drawn from our two organizations, each of whom has considerable experience in building businesses and brands,” said Corey duBrowa, Global CEO, BCW. “Hill & Knowlton has a well-established and strong global practice structure in place which will be replicated at Burson, under the guidance of these chair appointments, to deliver clients access to the talent and services at the scale they need. I have great confidence in all of our colleagues to build a modern, full-service, technology driven Burson focused on building and protecting reputation and grounded in the timeless values of our namesake.”
Appointments include:
**Jerry Lombardo**, currently Global Chief Financial Officer, BCW, becomes Global Chief Financial Officer, Burson
**Azurée Montoute-Lewis**, currently Global Chief People Officer, Hill & Knowlton, becomes Global Chief People Officer, Burson
**Brooke Hovey**, currently Global President, BCW, becomes Global Chief Strategy Officer, Burson
**Simon Shaw**, currently Global Chief Creative Strategy & Innovation Officer, Hill & Knowlton, becomes Global Chief Creative Officer, Burson
**Michelle Hutton**, currently Global Chief Client and Growth Officer, BCW, becomes Global Chief Client and Growth Officer, Burson
**Randa Stephan**, currently Global Chief Marketing and Communications Officer, Hill & Knowlton, becomes Global Chief Brand Officer, Burson
**Brenna Terry**, currently Global Chair of Healthcare, Hill & Knowlton, becomes Global Chair of Healthcare, Burson
**Sara Gourlay**, currently Global Chair of Technology, Hill & Knowlton, becomes Global Chair of Technology, Burson
**Simon Whitehead**, currently Global Chair of Energy & Industrials, Hill & Knowlton, becomes Global Chair of Energy & Industrials, Burson (in addition to his role as CEO, UK, Burson)
**Kristin Cahill** continues as CEO, GCI Group
**Matthew Lackie** continues as CEO, AxiCom
“As we bring our companies together, this group of leaders exemplifies a core premise behind the merger – that together we can draw on the industry's leading talent to create considerably more value for our clients and employees,” said AnnaMaria DeSalva, Chairman and CEO, Hill & Knowlton. “These functional, practice and agency leaders will enable the interdisciplinary solutions, global creative capability, and specialty counsel required by the world’s leading client organizations. We are enthusiastic about the progress reflected in this announcement and look forward to sharing more as our integration continues."
On January 25th, WPP announced it would [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) its two largest communications agencies, BCW and Hill & Knowlton, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation. Burson will be operational as of July 1, 2024.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)BCW and Hill & Knowlton Announce First Round of Regional and Large Market Appointments for Burson
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# BCW and Hill & Knowlton Announce First Round of Regional and Large Market Appointments for Burson
DateFebruary 7, 2024Share
**NEW YORK, February 7, 2024 -–** Hill & Knowlton and BCW, which will [merge](https://www.wpp.com/en/news/2024/01/wpp-unites-bcw-and-hill-knowlton-to-create-burson) as of July 1, 2024, to form Burson, today announced the first round of leadership appointments for all major regions and certain large single markets, comprising senior leaders from each firm. Additional appointments will be announced as the integration progresses.
“This is an outstanding group of colleagues, each of whom has decades of experience - whether in-house or at agencies - building and protecting client reputations, creating environments where people can perform their best and thrive, and driving business growth,” said Corey duBrowa, Global CEO, BCW. “These leaders have performed exceptionally in their current roles and will bring that same commitment and rigor to their new positions at Burson.”
Appointments include:
**Kristine Boyden**, currently CEO, Americas, BCW, will become CEO, Americas, Burson.
**Craig Buchholz,** currently CEO, U.S., Hill & Knowlton, will become CEO, U.S., Burson.
**Scott Wilson,** currently CEO, EMEA, BCW, will become CEO, EMEA, Burson.
**Simon Whitehead**, currently CEO, UK, Hill & Knowlton, will become CEO, UK, Burson.
**Bashar AlKadhi**, currently CEO of EMEAx, Hill & Knowlton - covering Continental Europe, Nordics, Middle East, Turkey, India and Africa, Hill & Knowlton - will become CEO, Middle East, Turkey & Africa, Burson.
**HS Chung**, currently President, Asia-Pacific, Hill & Knowlton, will become CEO, North Asia-Pacific – covering greater China, Japan and Korea - Burson.
**Matt Stafford**, currently President, Asia-Pacific, BCW, will become CEO, South Asia-Pacific – covering India, Australia, New Zealand, Singapore, Indonesia, Thailand and Malaysia - Burson.
**Brian Burlingame**, currently CEO, Latin America, Hill & Knowlton, will become CEO, Latin America, Burson.
“As we unify our companies, this group of leaders embodies a core premise behind the merger – that together we can draw on the best talent in the industry to create considerably more value for our clients and employees,” said AnnaMaria DeSalva, chairman and CEO, Hill & Knowlton. “Our regional leaders will shape how we go to market in July as Burson to create an unstoppable force in modern communications, in every region around the world. We are excited to continue to build our leadership team and communicate our progress as we move forward.”
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)WPP unites BCW and Hill & Knowlton to create Burson, a global leader built for a new era of communications
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# WPP unites BCW and Hill & Knowlton to create Burson, a global leader built for a new era of communications
DateJanuary 25, 2024Share
**LONDON, January 25, 2024 --** WPP today announced the merger of its two largest communications agencies, Hill & Knowlton and BCW, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation.
Corey duBrowa, currently global CEO of BCW, has been named global CEO of Burson and AnnaMaria DeSalva, currently global chairman and CEO of Hill & Knowlton, has been named global chairman of Burson. Together, they will oversee agency strategy, client service, employee experience and culture. Burson will be operational from 1 July 2024, and its new brand will be unveiled later this year.
This union of agencies will enable Burson to best serve clients in a complex and volatile environment in which strategic stakeholder communications has never been more critical. The new agency will draw on both organisations’ unrivaled talent base, exceptional global networks, investments in technology, creative capabilities, and public affairs and advisory specialties to drive reputation and value creation through the interdisciplinary solutions that clients demand now.
The combination also creates immediate scale in sectors driving today’s most consequential innovation and economic growth, including healthcare and technology. The newly formed Burson will have more than 6,000 employees in 43 markets worldwide. Its name honours the late Harold Burson, a pioneer and founding figure of modern public relations and strategic communications.
“Harold Burson believed strongly that actions are stronger than words, and he established honesty, transparency, integrity and excellence as the guiding principles of his business,” **said duBrowa**. “Those principles are the foundational ideals of Burson, upon which we will set the bar for modern communications through our AI-first innovation pipeline. Together as Burson, we will bring insights, expert strategic counsel and technology solutions into a higher value offering for our clients to help them innovate and lead in today’s complex operating environment.”
“The combination of Hill & Knowlton and BCW is highly synergistic, creating a premier partner for business leaders who are focused on commercial growth, risk management, and reputational capital,” **said DeSalva**. “Our body of work increasingly demonstrates that strategic communication, elevated by creativity, is a primary force for sustainable value creation. By accelerating our transformation through this combination, we will enable the investments in talent and technology that advance communications leadership when it has never mattered more.”
Burson’s leadership team will comprise a cohort of top-tier former chief communications officers and other experienced agency senior executives from both companies who bring deep expertise and knowledge of what business leaders need to succeed. Appointments will be announced throughout 2024 as the integration progresses.
Hill & Knowlton brings significant business momentum, talent and innovation into the new Burson entity. The brand will operate within Burson serving a select group of clients globally through strategic communications, advisory and public affairs services.
GCI Health and AxiCom will continue to operate as brands within Burson, offering specialised healthcare and technology communications expertise, respectively, at scale.
**Mark Read, CEO of WPP, said:** “Hill & Knowlton and BCW are two high-performing businesses with complementary strengths, shared ambitions and many shared clients. I am delighted to see the Burson brand brought back to unite them. The new agency will be the standard bearer as the most modern, strategic, technology-driven, full-service communications offer in the industry.”
The new agency will support a client roster that includes more than half of the Fortune 100 across corporate and public affairs, healthcare, technology and brand marketing.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Acquires Cognitive AI Company Limbik
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# Burson Acquires Cognitive AI Company Limbik
DateAugust 12, 2026Share
*Acquisition brings Decipher's predictive intelligence in-house, extending its lead in AI-native communications solutions*
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**New York (Wednesday, August 12, 2026)** — Burson, the global communications agency purpose-built to create value for its clients through reputation, today announced it has acquired Limbik Inc., the cognitive-AI company behind Decipher, Burson's predictive intelligence platform that forecasts how communications will resonate with audiences operating in more than 60 markets globally. The acquisition reflects Burson's continued investment in AI capabilities that help clients navigate reputation, communications and stakeholder trust in an increasingly complex information environment.
Limbik and Burson co-developed Decipher’s proprietary IP over the past two years, giving Burson a first-mover position in AI-native audience intelligence within a broader product suite that also includes Sonar, Reputation Capital and The Fount. The acquisition brings Limbik's proprietary cognitive AI capabilities, engineering team and AI research team fully in-house, allowing Burson to accelerate product integration and development across its entire innovation suite. This enables the ability to capture the full value of the Decipher platform across the WPP network via WPP Open.
"Decipher has become foundational to how we help clients build, protect and prove the value of their reputation in real time," said Corey duBrowa, CEO of Burson. "Bringing Limbik's team and technology on board at Burson lets us build solutions faster for our clients and own our future technology roadmap. This work isn’t a separate service line item anymore. It's foundational to every piece of client work we do, and it's how we help clients lead, not just adapt, in the intelligence era. This move ensures faster answers, sharper judgment and a predictive, ‘see around corners’ edge we can put directly in our clients' hands, no matter where in the world we're working or what problem we're helping them solve."
Decipher forecasts how communications will resonate with audiences, predicting the virality and believability of messaging to determine impact before it reaches the market. The technology serves as the predictive engine behind Burson's AI-enabled ecosystem, powering the agency's work across GEO, Reputation Capital, Culture Up and influencer strategy.
Limbik co-founders Zach Schwitzky and Josh Levin will join Burson as Global Head of Innovation, AI Platforms and Products and Global Head of Innovation, Clients & Growth, respectively reporting to Global Chief Innovation Officer, Chad Latz. The broader Limbik team will join Burson’s Innovation team to build and expand AI advisory and product capability across the entire company.
"Every firm in the industry is guessing how audiences will react. We built the cognitive framework that knows," said Zach Schwitzky, co-founder and CEO of Limbik. "With Decipher, Burson didn’t just add a tool. It activated a model for how real audiences around the world respond to information. At Limbik, we set out to build the AI infrastructure that the world's most influential agency runs on and the intelligence behind how it shapes and protects reputation at scale. Burson understood that before anyone else, and this is what setting the standard looks like.”
“With this acquisition, Burson continues building a standing innovation arm within our walls, designed to continuously generate, test and integrate new AI products across every practice, every geography and the entire communications and creative workflow," said duBrowa. "This is how we set the agenda for the industry - not by adapting to how AI changes communications but pioneering and proving what that change looks like.”
**About Limbik**
[Limbik](https://www.limbik.com/)is a cognitive-AI company specializing in predictive modeling and synthetic audience simulation, and co-creator of Decipher. Its technology forecasts how messaging will resonate with global audiences, giving communicators the ability to anticipate emerging risks and pressure-test strategy before it reaches the real world. Founded by veterans of Madison Avenue, the U.S. government, academia, and venture-backed technology companies, Limbik operates across the United States, Canada, and the European Union.
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[Home](/)[Global](/)[Newsroom](/newsroom/search?location=global)Burson Hires Veteran Leader as Chief People Officer in the Americas
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# Burson Hires Veteran Leader as Chief People Officer in the Americas
DateAugust 17, 2026Share
**New York (Monday, August 17, 2026)** — Burson, the global communications leader purpose-built to create value for clients through reputation, today announced the hire of Molly Roenna as the Americas Chief People Officer, effective immediately.
Roenna joins Burson from The Weber Shandwick Collective, where she served as Global Chief People Officer, overseeing the firm’s global People strategy supporting more than 3,500 colleagues across nearly 60 markets. She brings more than 25 years of experience leading people strategy, organizational transformation and culture across complex, multinational agency networks.
“Our founder, Harold Burson, once said that ‘people in this business are the greatest asset, the only real asset, that you really have’—and that core belief remains the foundation of everything we do at Burson,” said Kristine Boyden, Americas CEO, Burson. “With that commitment in mind, we sought to find a leader who not only brings deep experience championing talent and culture, but someone who genuinely believes in what we’re building here and who can help scale our ambitions and fuel our momentum. Molly is a proven, people-first leader who understands our industry inside and out, and I am thrilled to welcome her to our regional leadership team during such a pivotal time for our agency and our talented workforce.”
Throughout her career, Roenna has been a trusted advisor to many senior leadership teams, shaping people strategies that foster innovation, strengthen organizational effectiveness and create exceptional employee experiences and culture.
“At Burson, we are deeply committed to investing in our people, fostering continuous growth and creating a workplace where every colleague can achieve their highest aspirations,” said Azurée Montoute-Lewis, Global Chief People Officer, Burson. “Molly is a trusted counselor and strategic partner who will play a key role in developing our talent and cultivating a culture that drives innovation across the region. Her extensive experience in talent management and employee engagement will be invaluable as we continue to advance our global People function agenda, ensuring our people can thrive.”
Prior to her global role at The Weber Shandwick Collective, Roenna spent nearly two decades in human resources across North America for the agency, including as Chief People Officer, North America. In these roles, she expanded leadership development, and championed initiatives that strengthened employee engagement and organizational effectiveness across the region.
"Great agencies are built by great people, and it's clear that Burson is on a path to redefine what a modern communications agency can be” said Roenna. “The caliber of talent already in place is proof that Burson not only builds reputation for its clients, but exemplifies that ambition from the inside out. I am thrilled to join this incredible team and help shape how we develop, support and elevate our people as we lead our industry forward."
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# Burson Names Jennifer Stearns Global Chief Innovation Officer
DateSeptember 17, 2026Share
*Appointment accelerates Burson's AI and innovation momentum, sharpening its competitive edge in delivering business value through reputation*
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**New York (Thursday, September 17, 2026)** — Burson, the global communications leader purpose-built to create value for clients through reputation, today announced that Jennifer Stearns will join the agency as Global Chief Innovation Officer, effective September 22.
“As AI and other emerging technologies fundamentally reshape how information is created, distributed and understood, organizations need innovation partners that can translate technological possibilities into meaningful business and reputation outcomes,” said Corey duBrowa, CEO, Burson. “Jennifer is an accomplished transformation leader who understands how to connect technology, data and strategy to address complex client challenges and create measurable value. I am excited about what she will bring to our clients and to the industry in leading the next chapter of Burson’s global innovation agenda as we continue investing in the talent, capabilities and proprietary solutions that will shape the future of communications in the intelligence era.”
Stearns brings extensive experience leading global teams and complex workforce evolution initiatives at the intersection of technology, sales and organizational change, including over a decade in executive roles at Accenture. Throughout her career, she has identified market opportunities, developed integrated go-to-market strategies and translated trending innovation into business solutions for Fortune 500 businesses across industries. She has also built and scaled new capabilities, developed customer experience and data transformation programs, and advised senior executives on strategies designed to drive growth and efficiency.
In her new post, Stearns will lead Burson’s innovation portfolio through the strategic integration of technology, data, communications and advisory solutions. She will oversee the agency’s AI portfolio, guide the development of net-new client-responsive products and services and scale successful solutions across Burson’s global network. Working across Burson and WPP, she will also design agentic workflows that build on Burson's existing technology suite, taking innovation from experimentation to enterprise-wide deployment.
“Burson has a bold vision for the future of communications, one that combines the power of technology and data with the creativity, judgment and expertise that drive meaningful human connection and business impact," said Stearns. "AI and emerging technologies are transforming how organizations engage stakeholders and build credibility, and we have an opportunity to create entirely new solutions that help clients strengthen reputation, navigate change and create measurable value for their businesses. I'm thrilled to join Burson and partner with the incredibly talented teams already in place across the Burson Group to help shape the future of communications and reputation management.”
Stearns’ appointment comes as Burson continues to invest in proprietary products, capabilities and leadership required to advance innovation across the agency. Last month, Burson acquired Limbik, bringing engineering talent into the organization and strengthening its ability to own and advance the intellectual property behind Decipher, Burson’s signature solution for identifying and assessing the impact of emerging narratives – also adding Limbik co-founders Zach Schwitzky and Josh Levin as Global Head of Innovation, AI Platforms and Products and Global Head of Innovation, Clients & Growth, respectively.
Chad Latz, who previously served as Burson’s Global Chief Innovation Officer, announced his departure from the agency on September 10.
“I'd like to thank Chad for his leadership and for the important role he played in advancing Burson's innovation capabilities during a period of significant transformation for our agency," duBrowa added. "His efforts helped strengthen the foundation we are building upon today, and we wish him every success in his next chapter.”
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# Matt Buchanan
Global Chief Social and Influence OfficerMatt Buchanan is Global Chief Social and Influence Officer and a member of Burson's global leadership team, responsible for building on the agency’s strong foundation in Social and Influence in the U.S. and scaling the capability globally.
## More About Matt Buchanan
Matt is an inspirational agency leader, mentor and communicator with 25+ years strategic communications experience spanning consumer brands, technology, professional services and healthcare sectors. He is passionate about the role earned communications and creativity can play in delivering real business impact and growth.
He has a demonstrated and award-winning strategic focus combined with commitment to flawless, high impact operational execution across some of the world's biggest brands including Coca-Cola, L'Oréal and Virgin Atlantic. He is creative, energetic, highly personable and collaborative with a true commitment to creativity and quality from strategic inception to delivery and measurement.
Matt joined Burson as Chief Operating Officer, EMEA in July 2025, from Ogilvy PR, where he was EMEA President, responsible for the agency’s strategic vision, operations and growth across more than 15+ markets in the region. Matt also led Ogilvy’s consumer PR globally for six years and sat on the agency’s global leadership team. An experienced client leader, Matt played a key role in many of Ogilvy’s integrated clients including Bacardi, TJX Europe, Google and WPP Open X for Coca-Cola.
Before Ogilvy, Matt was with Havas-owned One Green Bean for seven years, initially as Australian Managing Director ahead of returning to London to launch its UK business as Managing Director.
Matt is a recognised industry leader and regular awards judge, and in 2025 was in the UK PRWeek Powerbook for the sixth year running and also been a juror for the Cannes PR Lions.
Matt grew up in Melbourne, Australia and has lived in the UK for more than 20 years. He lives between Brighton and London with his food photographer husband, Ellis.
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# Vikki Chowney
Global Head of InfluencerVikki Chowney drives Burson's influencer offer across the globe, shaping how brands build long-term, credible partnerships with influential voices.
## More About Vikki Chowney
Vikki Chowney is a 22+ year leader in content and digital communications, with deep expertise in influencer strategy. As Global Head of Influencer at Burson, she oversees the WPP agency’s team of specialists, shaping how brands build long-term, credible partnerships with influential voices.
As part of the Global Digital Leadership Team, Vikki drives Burson’s influencer offer across all markets. She collaborates with regional and practice leads to ensure programs are insight-led, measurable, and designed for lasting impact - grounded in audience understanding, cultural context, and a sharp focus on risk mitigation & brand integrity. Burson's influencer portfolio includes some of the world’s most recognized and ambitious brands, including Ford, adidas, Activision, ANA, Hill’s, and Google.
Previously, Vikki was Global Head of Content & Publishing and U.S. Innovation & Creative Lead at Hill & Knowlton, where she built and scaled the agency’s U.S. Innovation & Creative Hub from New York, and led a global network of experts across editorial, branded content, social, and influencer marketing. This delivered award-winning campaigns for clients including Pfizer, ANA, Intel, Huawei, and the United Nations.
Throughout her career, Vikki has championed smarter, more sustainable approaches to influence. At TMW Unlimited, she established the agency’s social media department from the ground up, leading campaigns for major companies including 12 of Unilever’s brands, Infiniti, Canon and Sony. She later joined Condé Nast Britain as Director of Brand Partnerships, where she developed a centralized, brand-owned content offering rooted in the editorial authority and talent of titles like Vogue, GQ, and Vanity Fair.
Vikki is a former journalist, most recently as News Editor for Econsultancy. She's also written for Contagious, The Guardian, Marketing, Marketing Week and was a G20Voice blogger for Oxfam at the London and Pittsburgh Summits in 2009. She also worked in-house as Content Editor for the Jaguar Future project - created by Jaguar to tell the stories behind the C-X16 concept.
She’s been recognized as a PR Week US 40 Under 40 and in PRovoke’s first ever EMEA Innovator list, is a speaker and mentor, sharing her expertise at industry events like Cannes Lions, SXSW and through mentorship programs within WPP. Beyond her professional pursuits, Vikki enjoys traveling with her three children, reformer pilates, and curating the perfect playlist.
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# Jeff Marshall
Global Chief Inclusion & Impact OfficerJeff Marshall is Burson’s Global Chief Inclusion & Impact Officer, driving worldwide strategies that embed inclusion, equity, and belonging into culture and operations. A recognized industry leader and Hall of Fame honoree, he’s known for creating measurable, lasting change in organizations and the communities they serve.
## More About Jeff Marshall
Jeff Marshall, the Global Chief Inclusion & Impact Officer at Burson, leads the agency’s global strategy to ensure its workforce reflects the diversity of the world and fosters a deep sense of belonging for every team member. In this role, Jeff partners with leaders, clients, and industry peers to design and implement enterprise-wide inclusion and impact frameworks that drive measurable engagement, remove systemic barriers, and embed inclusion into every aspect of the organization’s culture and operations.
Jeff has a proven track record of building and executing transformative diversity, equity, inclusion and belonging strategies in the advertising, media and communications space. In his previous role at UM Worldwide, he served as the organization’s first Chief Diversity Officer, creating a comprehensive, actionable plan that elevated employee engagement, strengthened client partnerships, and advanced representation across the business. His 17 years in media strategy, buying, and planning across leading agencies give him a unique perspective on how to integrate inclusive practices into both creative and operational processes.
Beyond his role at Burson, Jeff is a respected industry voice, serving on the 4A’s Diversity Steering Committee, She Runs It’s DEI Advisory Council, and BRIDGE’s Strategic Advisory Council. His leadership has been recognized with numerous honors, including induction into the American Marketing Association’s 2024 Hall of Fame, the American Advertising Federation Mosaic Center’s Inaugural Guardian Award, Color Magazine’s 2023 Top CDO Power List, ThinkLA’s 2023 DIG Award, and recognition as one of ADWEEK’s 2022 Media All-Stars.
Jeff holds a Bachelor of Science in Business Administration from Delaware Valley University and a Juris Doctorate from Temple University’s Beasley School of Law.
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# Stacey Ryan-Cornelius
Global Chief Financial OfficerStacey Ryan-Cornelius serves as Burson’s Global Chief Financial Officer, bringing more than three decades of experience in the financial sector to her role.
## More About Stacey Ryan-Cornelius
Stacey Ryan-Cornelius is a WPP veteran, having served with the organization for the past 26 years, and considers the role of CFO as one that blends “art, science and soul.” She pairs considerable experience managing brands through transformation with a unique blend of creative thinking, sharp financial acumen and genuine passion for people and culture.
Stacey joined Burson from Ogilvy where she served as Global Chief Financial Officer for the past four and a half years as a key figure in shaping Ogilvy’s financial strategy and operations during a period of transformation and growth. Before that she was Global Chief Financial Officer and Chief Operating Officer of Geometry Global, where she was a driving force behind launching a restructuring and transformation plan to drive growth and strengthen the financial health of the company, leading to Geometry’s successful relaunch as VMLY&R Commerce in 2020. Earlier, she was Global Chief Financial Officer of WPP Health & Wellness where she spent 15 months restructuring the portfolio, executing key transformation initiatives, and delivering financial and strategic direction across 64 operating units in the U.S., Canada, EMEA and Asia-Pacific. She began her WPP career in 1999 at Ogilvy and held a variety of regional and global financial leadership positions including serving as the company’s Worldwide Controller from 2008-2018. She began her career with PwC.
Stacey is a Certified Public Accountant and earned her Bachelor of Business Administration in accounting from Baruch College.
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# Jonathan Hughes
CEO, EMEAJon Hughes is CEO of Burson EMEA, responsible for leading, shaping and growing our work, business, and brand across the region, as well as strengthening and empowering regional teams to thrive on innovation, creativity and executional excellence.
## More About Jonathan Hughes
Based in London, Jon Hughes is Burson’s Chief Executive Officer in EMEA. Passionate about client work and the use of innovation, data, and creativity to solve their problems and unlock value, Jon is responsible for leading the growth of the business, brand and reputation across the region by strengthening and empowering regional teams to thrive on innovation, creativity and executional excellence.
Jon joined Burson from Edelman where he spent four years, most recently as Chief Operating Officer, EMEA. Before that, he was at Golin for 14 years, in successive leadership roles all marked by considerable business growth. He co-managed Golin's London office, expanding the team from 26 to over 200. His subsequent role as President, International, saw him move to Hong Kong to build out the agency’s Asia network. He was then promoted to joint CEO (CEO+) focusing on International markets as well as Golin’s global corporate and technology practices.
With over 25 years of experience working across EMEA and Asia, Jon has a reputation as a trusted advisor to senior clients across diverse industries, disciplines and geographies. He has built award-winning teams that have helped some of the world's largest brands navigate complex geopolitical scenarios and major commercial opportunities and challenges.
Jon graduated from Cranfield University with a bachelor’s degree in Command & Control Systems and Operations.
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# Taj Reid
Global Chief Creative OfficerTaj Reid is Burson’s Global Chief Creative Officer, leading the agency’s creative offering globally.
## More About Taj Reid
As Global Chief Creative Officer, Taj Reid leads Burson’s creative offering globally.
Before joining Burson, Taj spent five years at Edelman, where he held dual roles as Global Chief Experience Officer (overseeing Design & Innovation) and U.S. Chief Creative Officer. Prior to that, he was Principal Creative Director at Microsoft, leading a multidisciplinary team of designers, developers, and content strategists to create digital products and community experiences for Mixed Reality. Earlier in his career, Taj served as Vice President, Creative Director at Edelman.
Taj’s work has earned global recognition, including accolades at Cannes, and in 2022, he was named to *ADWEEK's* *50* list of the industry’s most indispensable leaders. He has also judged and chaired prestigious international award shows, including The One Show, LIAs, Cannes, WARC, and more.
Taj holds a bachelor’s degree in Public Policy Analysis from American University and a Juris Doctor from Howard University School of Law.
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# Harold Burson
FounderHarold Burson, founder of Burson-Marsteller, was recognized in a 1999 PRWeek survey as "the century's most influential PR figure."
## More About Harold Burson
Harold Burson, once a 14-cents-per-column-inch stringer for a Memphis newspaper, who reported the Nuremberg Trial for the Army radio network in Europe and whose one-man consultancy became by 1983 the world’s largest public relations firm, died on January 10, 2020. He was 98.
Burson played a leading role in transforming the practice of public relations from a cottage industry to a global business that engaged thousands of employees. He stepped down as Chief Executive Officer of Burson-Marsteller in 1988 but continued in an active capacity for more than a quarter century and came to work nearly every day well into his 90s.
In 1999, a survey by PRWeek*,* a leading public relations industry trade publication, named Burson as “the century’s most influential PR figure.” This recognition reflected his role as counselor to and confidant of corporate chief executive officers, government leaders and heads of public sector institutions.
His PRWeek citation read:
*“The architect of the largest public relations agency in the world today (1999), Burson-Marsteller Chairman Harold Burson’s contribution is immense in many other ways besides. He started practicing the concept of integrated marketing decades before the term was even invented. He brought PR into the advertising business at Young & Rubicam as an equal (it’s arguably never been achieved again). His development of training programs set the benchmark that other agencies have only recently caught up with. He has personally sponsored and supported programs, industry bodies, universities and charities to improve the profession. His mentoring of talent has spawned a whole wave of ex-Burson PR agency start-ups. He created a unique Burson culture that still unites former employees. And, last but not least, his personal counsel has enlightened the thinking of boardrooms at many Fortune 100 companies and across the globe.”*
He was a strong proponent of the corporation’s role in society as a social entity, insisting that the mission of a corporation was to deliver a good product at a fair price, treat its employees fairly in terms of compensation and retirement, deal fairly with suppliers, support essential community activities in areas where it operated, and reward its stockholders with a fair return on their investment. But he warned that the principal objective of the corporation was to make a profit that enabled it to fund its responsibilities as a social entity.
Born February 15, 1921, in Memphis, Tennessee, the son of emigrants from Leeds, Yorkshire, England, he started school in the third grade and graduated from high school at age 15. He enrolled at the University of Mississippi (Ole Miss) knowing that his campus correspondent stringer job for the Memphis Commercial Appeal would cover his college tuition and expenses. Six months after graduation, he accepted a public relations position at a large engineering and architectural firm when, as he said, “they doubled my salary from $25 to $50 per week and gave me the use of a car.”
Burson enlisted in the United States Army in 1943 and became part of an engineer combat group in Europe. In 1945, he was transferred to the news staff of the American Forces Network a month before the war ended in Europe.
Later in 1945, he was assigned to report on the Nuremberg Trial and was the only reporter to obtain an interview during the trial with Associate Justice Robert H. Jackson, the chief American prosecutor. Although Justice Jackson had vowed not to grant interviews, Burson argued that his audience, the American GIs who fought the war, were entitled to hear firsthand from the chief American prosecutor. Only 24-years-old when the Nuremberg Trial began, Burson was believed to have been the last living reporter who covered the historic trial.
Following his discharge from the Army in 1946, Burson opened a public relations firm in New York in “a tiny nook in a client’s office” next to the desk of a part-time executive assistant. Never having heard the word “differentiation” used in a competitive sense, he described his firm as specializing in business-to-business clients. The firm he worked for before his Army service was in that category and he quickly learned that few business-to-business companies employed public relations consultants.
In 1952, Burson’s firm had a staff of five when a friend at The New York Times, responding to a query from the owner of a Chicago advertising agency, recommended Burson for a Pittsburgh-based project. Through this opportunity, he came to meet William A. (Bill) Marsteller, with whom his name was linked by a hyphen for 65 years. The Burson firm was hired for the project – to publicize the purchase by Rockwell Manufacturing Company of the first helicopter to be used for executive travel. Rockwell subsequently became a full-fledged client.
Shortly thereafter, Marsteller introduced Burson to the chief executive officer of another client, Clark Equipment Company, which led to still more business. The affiliation with Marsteller worked so well that Burson proposed establishing a new company jointly owned by the two parties. It took the name Burson-Marsteller and opened March 2, 1953 with offices in New York and Chicago and offered “integrated communications services” to business-to-business clients, believed to be the first to do so.
In speeches and articles, Burson has cited two “defining moments” that accounted for the company’s rapid growth. The first was the creation of the European Common Market in the late 1950s. Burson’s firm was the second to establish an office in Europe – in Geneva, Switzerland in early 1961 – and announced its intention to become a global operation over the next quarter century. Though still a speck on the public relations spectrum in the U.S., Burson-Marsteller became known as “the other international public relations firm.” During the 1960s, its annual revenues surged tenfold, from $410,000 to $4.4 million.
The firm’s second defining moment was its selection in 1970 by General Motors (GM) to be its sole public relations counsel, a response to allegations that GM hired private investigators to follow the self-appointed public watchdog, Ralph Nader, after his scathing book questioning the safety of GM’s highly touted Chevrolet Corvair. After GM’s CEO was called to testify before a Congressional committee, the company, on instructions from its board of directors, hired an outside public relations firm to consult with management. Competing against the two largest U.S. firms, Burson-Marsteller was chosen for the assignment, which continued for more than a decade.
During the 1970s, the firm’s revenues increased from $5.2 million to $28.3 million. It added about a dozen new offices in Europe, including London, Paris, Brussels and Frankfurt, and in Asia, in Hong Kong, Tokyo and Singapore. Its clients included both American multinationals and local businesses.
In 1979, Burson engineered the merger of Burson-Marsteller and Marsteller Advertising with the global advertising giant Young & Rubicam, becoming a member of its seven-person executive committee. At the time of the merger, Burson-Marsteller had revenues of $28.3 million and 16 offices. Four years later, when Burson-Marsteller became the world’s largest public relations firm, it had revenues of $63.8 million and 30 offices, including branches in Latin America, Australia and the Middle East.
One of the firm’s specialties was crisis management, ranging from the major Tylenol recalls in 1982 and 1985, which were often referred to as models for corporate management in times of crisis, to the celebrated introduction of “New Coke” and the reintroduction of Coca-Cola Classic in 1985, an undertaking in which Burson himself was a prime participant. After the “New Coke” debacle and the re-introduction of Coca-Cola Classic, he summarized the exercise as “\[w\]e got a hole-in-one after the ball hit the tree.” The firm also represented Union Carbide in the aftermath of the discharge of toxic chemicals at its plant in Bhopal, India; Pan Am Airways after the Lockerbie (Scotland) crash; and Dow Corning following the U.S Food and Drug Administration’s decision to ban silicone breast implants. Burson-Marsteller also had a long-time active role in representing the Olympic Games and its corporate sponsors.
Burson received numerous awards from public relations organizations including Hall of Fame designations by the Public Relations Society of America, the Arthur W. Page Society, PRWeek, PR News, the Institute of Public Relations, the Alan Campbell Johnson Award (England), as well as numerous citations by colleges and universities in the United States, Europe and China. He was awarded an honorary degree by Boston University in 1988, and a chair in public relations was established in his name in 1995. He is also in the Hall of Fame at his alma mater, Ole Miss, and shares a place in the Humes High School Hall of Fame in Memphis with Elvis Presley.
He was active in numerous public service organizations, principally the John F. Kennedy Center for the Performing Arts. As a board member of Kennedy Center Productions, he negotiated Japan’s $3 million bicentennial gift in 1976 to construct the Terrace Theater. He also was instrumental in establishing the Kennedy Center Corporate Fund in 1977.
Another of his interests was economic education. He was chairman of the Council on Economic Education in the early 1990s and was an active member of the Economic Club of New York since 1979, including serving as chairman of the organization’s centennial dinner in 2007. In conjunction with the dinner, he proposed the creation of a Centennial Society composed of members who contribute at least $10,000 to the establishment of a club endowment fund.
He was a Presidential appointee to the Commission of Fine Arts in Washington and was a member during the deliberations that led to building the Vietnam War Memorial and the redevelopment of Pennsylvania Avenue in the 1980s. He also chaired the Public Relations Advisory Committee of the U.S. Information Agency during the second Reagan administration and under President George H.W. Bush.
In more recent years, he was a member of the board of trustees of the Museum of the American Revolution, which is the first museum that relates the entire history of the American Revolution. He was also a member of the Eisenhower Memorial Commission’s Advisory Committee.
Although never engaged in partisan politics, he served as public relations advisor to President Ronald Reagan after he left the White House. He did so on the basis that his services were offered pro bono.
In 2017, at the age of 96, he published his memoir, THE BUSINESS OF PERSUASION: Harold Burson on Public Relations (RosettaBooks).
Burson was married to Bette Foster Burson for one month short of 63 years. He is survived by two sons, Scott F. Burson (Wendy Liebow Burson) of Lexington, Massachusetts and Mark Burson (Ellen Jones Burson) of Westlake Village, Calif., and five grandchildren: Allison Burson, Esther Burson, Wynn F. Burson (Steven Cateron), Holly Burson and Kelly Burson.
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# Kristin Cahill
Global CEO, GCI Health | Global Healthcare Lead, Burson GroupKristin Cahill is Global CEO of GCI Health, the global healthcare specialty communications agency that is part of the Burson Group, and Global Healthcare Lead for Burson Group.
## More About Kristin Cahill
As Global CEO of GCI Health and Global Healthcare Lead for the Burson Group, Kristin Cahill helms one of the world's largest and most well-respected healthcare engagement teams. Kristin is a transformative force in global healthcare communications, having spent more than two decades redefining what the industry can achieve at the intersection of data, creativity, and purpose.
Under her leadership, GCI Health has earned an extraordinary legacy of recognition, including PRovoke Media's Global Healthcare Agency of the Year, Agency of the Decade, and PRWeek Global International Agency of the Year, while being named a Best Place to Work a remarkable 20 times across North America, Europe, and Asia.
Kristin joined GCI Health in 2003 and built her reputation from the ground up — ascending through roles of increasing responsibility, opening and scaling a San Francisco office from scratch, serving as New York Market Leader, and ultimately becoming President, North America before being named Global CEO in 2021. Kristin’s accelerated trajectory reflects her intellectual agility, entrepreneurial approach, and deep institutional knowledge.
A recognized expert on the evolving healthcare industry landscape, Kristin has consistently championed bold, integrated, multi-channel communications strategies that cut through noise and deliver measurable impact. She has served as the communications lead on multiple WPP integrated teams, partnering with some of the world's most prominent healthcare organizations to develop high-profile, award-winning campaigns that resonate with a wide variety of stakeholders. Her perspective is both timely and urgent: in a marketplace reshaped by shifting media habits, surging misinformation, and volatile policy environments, Kristin drives her teams to be more agile, more proactive, and more creative than ever before.
Beyond client work and capability building, Kristin is a passionate advocate for the healthcare communications profession and the communities it serves. A member of the prestigious Arthur W. Page Society, she brings a principled, values-driven philosophy to everything she leads. She also sits on the Board of Directors of HealthyWomen, a leading national independent health information source for women, reflecting her commitment to health equity and access to credible health information.
Her contributions to the industry have earned her widespread peer recognition, including designation as a PRWeek 40 Under 40, MM+M Hall of Femme, and PRWeek Health Influencer 30 honoree — accolades that speak to both her professional excellence and her influence on the next generation of healthcare communicators.
Kristin holds a Bachelor of Arts degree in Psychology and graduated magna cum laude from Amherst College, where she was a two-sport athlete, three-time All-American and Division III Women's Lacrosse Preseason Player of the Year per Lacrosse Magazine. Kristin’s dual foundation in athletic and academic excellence informs her deeply human-centered approach to health communications, leadership excellence, and agency culture. In an industry defined by complexity and consequence, Kristin Cahill leads with clarity, courage, and an unwavering belief in the power of strategic communications to advance health and improve lives.
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# Matt Reid
U.S. CEO, Burson Buchanan; Global Corporate and Public Affairs Lead, Burson GroupMatt Reid is the U.S. CEO of Burson Buchanan, the strategic communications and financial markets advisory firm which is part of the Burson Group. He is also Global Corporate and Public Affairs Lead for the Burson Group.
## More About Matt Reid
He is based in Washington, D.C. and oversees the expansion of the Burson Buchanan brand and business in the U.S. as well as the global corporate and public affairs offer across Burson Group.
Matt uses his deep experience in financial and corporate communications, public affairs and crisis management to provide strategic counsel to clients facing “bet the company” opportunities and threats. His expertise includes managing financial transactions and issues; complex litigation matters and government investigations; policy and regulatory challenges; and major corporate crises. He has also managed communications for numerous corporate acquisitions, mergers and divestitures.
Before joining Burson Buchanan, Reid was Managing Director and Head of the Los Angeles office for H/Advisors Abernathy, as well as lead of the firm’s cybersecurity and litigation communications practices. He also contributed to the firm’s capital markets work in the U.S. and its global public affairs efforts. Prior to that, Reid was Managing Director and co-head of the Los Angeles office of Sard Verbinnen & Co. (now FGS Global), where he oversaw mergers & acquisitions, activist defense, executive transitions, crises, regulatory and litigation matters for clients across numerous industries, including technology, life sciences and education. Earlier, he was Senior Vice President, External Affairs for BSA | The Software Alliance, the leading global trade association for the software industry, where he oversaw global communications and government relations. He has also held senior corporate communications and public affairs roles at agencies including WE Communications, FleishmanHillard and GCI Group. He began his career working on high-profile political campaigns.
Matt holds a Bachelor of Arts in English from the University of Nevada, Reno.
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# HS Chung
CEO, Asia-PacificAs CEO, Asia-Pacific, HS Chung brings her deep understanding of Asian conglomerates and their business needs to her role overseeing Burson’s business in the region.
## More About HS Chung
As CEO, Asia-Pacific, HS Chung leads Burson’s business across the Asia-Pacific region. She is a respected senior advisor, trusted by c-suites across Asia thanks to her deep and broad experience in corporate, integrated and digital communications. Her 30+ year career in marketing and communications spans integrated PR & marketing agencies, in-house roles, and a major broadcasting station.
With a deep understanding of Asian conglomerates and their business needs, HS has counseled C-suites from many blue-chip multinational clients across a range of sectors. She has advised on global PR strategy and framework set-up to numerous global companies, including Coca-Cola, LG, Nestle, P&G, Johnson & Johnson, Audi, Mercedes Benz, Novartis and GSK. HS also spearheads specialized service offerings for the Korean government and has been involved in a number of government projects, including the Olympics.
HS founded Synergy Communications in January 2000, which became part of Hill & Knowlton in 2002. Before Burson, she served as President, Asia, for Hill & Knowlton.
Earlier in her career, HS held senior roles at marketing agencies DMB&B and McCann-Erickson, and in-house for The Westin Chosun and The Ritz-Carlton Seoul hotels. She spent two years at major Korean broadcasting station, MBC-TV.
HS has been recognized as ICCO’s 2020 PR Leader of the Year; Campaign APAC’s Women to Watch 2020; PRovoke APAC’s 2020 Innovator 25 and PR Week Asia's PR Agency Head of the Year 2021.
A graduate of Yonsei University, majoring in mass communications, HS served as the deputy editor-in-chief of the campus newspaper, The Yonsei Annals, and won The Korea Herald’s “Best Article Award.” HS also participated in the “Young Korean Journalist Program” hosted by USIS and the Center for Foreign Journalist in Washington D.C.
HS is a member of the Korea Public Relations Corporate Association (KPRCA) and is also on the board of the PRCA SEA.
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# Brian Burlingame
CEO, Latin AmericaBrian Burlingame is CEO, Latin America, responsible for Burson’s business in the region.
## More About Brian Burlingame
Brian Burlingame is Burson’s CEO, Latin America. Before Burson, he led Hill & Knowlton’s business in Latin America. His expertise in marketing communications strategy and building businesses internationally has been developed over a 25+ year career living and working throughout the dynamic and diverse region.
Brian joined Hill & Knowlton following its 2022 acquisition of JeffreyGroup, the leading independent agency with an exclusive focus on serving large multinationals and global brands across Latin America. He first joined JeffreyGroup in 2000, and as CEO since 2015, led the firm through a period of significant growth with revenues tripling under his leadership. Brian directed the firm’s expanded capabilities in data analytics and the development of its Social Impact and Purpose practice area, providing counsel on ESG issues as part of corporate sustainability, reputation, and brand purpose programs. During his tenure, the agency consistently garnered industry and client recognition for its strategic and creative programs and solidified its reputation as the leading independent agency in the Latin America region.
Before his tenure at JeffreyGroup, Brian held marketing and management positions at a U.S. environmental technology company, a leading insurance provider, and an Ecuadoran division of a U.S. mining company. Brian serves on the Board of the Missouri State University Foundation, holds an MBA and Master’s in international business from the University of Miami, and is fluent in English, Spanish and Portuguese.
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# Craig Buchholz
CEO, USCraig Buchholz serves as Burson’s CEO, U.S., overseeing business in the region.
## More About Craig Buchholz
Craig Buchholz, Burson’s U.S. CEO, has spent nearly three decades as a business leader in agencies and in-house, with deep experience in Fortune 100 companies in the automotive, consumer goods and healthcare sectors. Before Burson he was U.S. CEO of Hill & Knowlton.
Earlier, Craig spent three years as Senior Vice President of Global Communications for General Motors, where he was responsible for the company’s overall global communications strategy. He was instrumental in helping the company execute its unprecedented transformation to become a leader in electric vehicles, autonomous technology, and software services.
Buchholz was previously Chief Communications Officer for Procter & Gamble, where he served as a key advisor to the CEO and other C-suite leaders. He oversaw all elements of communications and led global teams across five business units, setting communications strategy and framing the company’s narrative.
Buchholz also spent nearly a decade at Merck, where he led the team responsible for strategic communications on behalf of the company’s prescription medicines, vaccines, biologic therapies, consumer care, and animal health products. He was deeply involved in the company’s $41 billion acquisition of Schering-Plough.
Earlier in his career, Buchholz held a variety of positions at Johnson & Johnson, Pharmacia (now Pfizer), and several public relations agencies.
Buchholz is a Fellow of the Aspen Institute, a Trustee of the Arthur W. Page Society, and a member of the Drexel University Kline School of Law Board, where he established the Buchholz Law Technology Lab. He received his J.D. from Drexel University Kline School of Law, and his B.A. from Temple University.
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# Kristine Boyden
CEO, AmericasKristine Boyden oversees Burson’s business across the U.S., Canada, and Latin America in her role as CEO, Americas.
## More About Kristine Boyden
As Burson’s Chief Executive Officer, Americas, Kristine covers Burson’s business across the U.S., Canada and Latin America, bringing her rigorous approach to client service and unwavering commitment to talent development into her oversight of business growth; senior client counsel; and talent acquisition, development and retention.
Before Burson, Kristine joined BCW in October of 2023 as CEO, Americas, after spending three years as Chief Communications Officer with GM's Cruise, the self-driving automotive company. In that role she built the company’s communications and marketing team, an in-house creative studio and cutting-edge media analytics operation.
Prior to joining Cruise, Kristine spent more than 18 years with Edelman, most recently as president of the agency’s U.S. Western Region, leading more than 650 colleagues and countless award-winning campaigns. She was also a key architect of the firm’s approach to serving global clients at scale and a co-founder of its U.S. large clients and talent development program. Over the course of her career at Edelman, Kristine represented clients spanning fast-growing startups to Fortune 50 companies across myriad sectors, including Adobe, Genentech, Taco Bell, Starbucks, PayPal, and many more. Before that, she spent six years as the global client relationship leader for HP, having started her career deep in the early days of the tech sector helping start-ups develop business plans and secure funding.
Kristine earned a BA and MBA from California Polytechnic State University, San Luis Obispo. She lives in San Francisco, California with her husband, enjoying one of her favorite things in the world: books.
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Photography by Tina Tyrell
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# Allison Cirullo
Global Consumer and Brand Lead, Burson GroupIn her role as Burson Group’s Global Practice Lead, Consumer and Brand, Allison Cirullo is responsible for creating strategies that solve business problems, shift reputation and build resilient brands.
## More About Allison Cirullo
Allison Cirullo serves as Global Consumer and Brand Lead, Burson Group, and has more than 20 years of experience creating multi-channel strategies that solve business problems, shift reputation and build resilient brands. Across her career she has advised brands in the automotive, consumer packaged goods, food and beverage, financial services and insurance industries, among many others. She has expertise across corporate brand purpose, brand positioning, reputation, digital transformation, data and measurement, talent management, business planning, P&L management and global leadership.
Before Burson, Allison spent the last 16 years with Edelman, most recently as Chief Operating Officer for the agency’s global brand practice. She was responsible for driving growth and operational effectiveness, including overseeing the strategic vision, go-to-market strategies, global offerings, intellectual property, external marketing, new business and counseling C-suite clients.
Prior to this role, she served as Managing Director, U.S. Brand, and, earlier, as Managing Director of Edelman’s Chicago Brand Practice where she oversaw more than 30 accounts. She was also part of GWEN (Global Women's Edelman Network) and Edelman's Aspire Mentorship program.
Earlier in her career, Allison helped launch a start-up marketing agency Alpaytac, Inc., and also worked at Publicis, the Chicago Bulls and Celtic Insurance Company.
A graduate of the University of Illinois Urbana-Champaign University, Allison holds a bachelor’s degree in economics, business administration and management and an MBA & Masters degree from the Quinlan School of Business at Loyola University Chicago.
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Art Direction by Wynn Burson
Photography by Tina Tyrell
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## In the News
- [The Student and the Soccer Mom Aren't So Different After All](/insights/global/the-student-and-the-soccer-mom-arent-so-different-after-all)Burson Topics, June 18, 2026
Get in touch[Contact us](/contact)
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# Chris Kief
Global Chief Technology OfficerAs Burson’s Global Chief Technology Officer, Chris Kief uses his full-stack knowledge covering a wide spectrum of technologies, processes and platforms to create successful and engaging digital experiences.
## More About Chris Kief
As Burson’s Global Chief Technology Officer, Chris Kief leads enterprise technology strategy, including investments and licenses, deployments and governance of technology offerings. He uses his extensive development background to oversee engineering teams to accelerate product development.
With nearly 20 years of hands-on engineering experience, Chris is a solutions-oriented business and creative professional, with experience that covers the retail, automotive, health, media, CPG, QSR and financial sectors. Chris thrives on tackling tough business challenges through innovative design + engineering solutions utilizing proven software development methodologies. From mobile applications to enterprise platforms, he has used his full-stack knowledge covering a wide spectrum of technologies, processes and platforms to create some of the most successful and engaging digital experiences for small startups to global leaders.
Chris landed in the world of advertising and technology as a co-founder of Mindflood, a boutique interactive agency he started in the early 2000s with a pair of college friends. Over the course of his career, he’s been fortunate to partner with many of the world’s leading brands including American Express, Absolut, Apple, British Airways, Best Buy, Burger King, Chase, Coca-Cola, Domino’s, General Mills, Google, Intuit, McDonald’s, Michelin, MINI, Modelez, Nestle, Nike, P&G, Red Bull, Samsung, Taco Bell, Toyota, Vonage and Walmart. Chris’s accolades include Cannes Lions, One Show, SXSW, Webby Awards, Communication Arts and Fast Company, to name a few.
A graduate of the University of Southern California, Chris earned a Bachelor of Science degree in business administration with an emphasis in management information systems.
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# Randa Stephan
Global Chief Brand & Corporate Strategy OfficerAs Global Chief Brand & Corporate Strategy Officer, Randa Stephan shapes and drives the Burson group’s global enterprise strategy and go-to-market approach to fuel differentiation and growth. She partners with agency leaders and marketing and communications teams worldwide to bring the Burson brand to life internally and externally, locally and globally.
## More About Randa Stephan
Randa is Burson’s Global Chief Brand & Corporate Strategy Officer, having previously served as Global Chief Marketing and Communications Officer for Hill & Knowlton. An innovative marketing leader with deep expertise in brand positioning and integrated communications strategy, Randa has served in a variety of in-house and agency client service roles across advertising and PR agencies, digital start-ups and media companies. She is passionate about helping businesses build intentional differentiation through the intersection of communications, creativity, and craft.
Prior to Hill & Knowlton, Randa was Head of Global Marketing & Brand for Weber Shandwick, where she reimagined the positioning and go-to-market strategy for the firm’s global network. In 2021, she led the launch of The Weber Shandwick Collective, formalizing the firm’s distinctive ecosystem of specialist agencies. She previously led the agency’s integrated digital group in New York, managing engagements for several top clients across the consumer and healthcare practices.
Earlier in her career, Randa was an executive director at The Wall Street Journal, where she led the launch of WSJ Custom Studios, the publisher’s first-ever integrated content marketing practice, providing clients with best-in-class content solutions across a variety of platforms, including print, digital, social, mobile, video, and live events. Before WSJ, she held leadership positions in marketing and operations for Federated Media, where she developed influencer and digital media campaigns. She also worked in the advertising sector, holding account positions at both Ogilvy & Mather and Saatchi & Saatchi.
Randa has a B.A. in psychology from Georgetown University and a Masters in design management from Pratt Institute. She has guest lectured at New York University and Pratt Institute on the state of digital media and social media marketing.
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# Michelle Hutton
Global Chief Client and Growth OfficerAs Global Chief Client and Growth Officer, Michelle Hutton works with our teams across the globe to ensure we are delivering the best work and experience for our clients.
## More About Michelle Hutton
As Global Chief Client and Growth Officer, Michelle Hutton leads the agency’s client experience program and is responsible for its top clients. She works with teams around the world to deliver best-in-class work for our clients and people, and is responsible for driving the agency’s growth strategy. Before Burson, she held the same role with BCW, which she joined in February of 2024.
Prior to BCW, Michelle spent 13 years with Edelman, most recently as Vice Chair, Client Solutions, Asia-Pacific, where she led the agency’s top client portfolio and its integrated solutions business including its creative, strategy and digital and data offering. While with Edelman she also served in several senior roles across Europe, including Managing Director, Global Client Strategy; Chief Operating Officer, Europe and the Commonwealth of Independent States; and Global Consumer Practice Chair. Michelle also served as Edelman’s CEO, Australia, Asia-Pacific Brand Chair.
Before her career with Edelman, Hutton spent over 15 years with Hill & Knowlton in Australia and Asia.
Michelle served as the Cannes Lions International Festival of Creativity’s PR Jury President in 2019 and has judged in creative award festivals around the globe.
A graduate of Queensland University of Technology in Brisbane, Australia, Michelle holds a Bachelor of Business Communications in public relations and advertising.
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# Corey duBrowa
CEOCorey duBrowa is the CEO of Burson, with operational oversight of the flagship brand and complementary group of brands within Burson: Axicom, Burson Buchanan, GCI Health, and Hill & Knowlton. He is also a member of the Executive Committee of Burson’s parent company WPP plc.
## More About Corey duBrowa
Corey duBrowa is the CEO of Burson, the global communications leader purpose-built to create value for clients through reputation. He is also a member of the Executive Committee of Burson’s parent company WPP plc.
Corey brings a 30-year career at brands, technology companies and agencies to his role leading the flagship Burson and Burson Group of companies, which includes Axicom, earned-first global communications agency for tech brands and brands with a tech story; Burson Buchanan, the financial communications and capital markets advisory firm; GCI Health, the global healthcare specialty communications agency inspired by people; and Hill & Knowlton, the full-service global firm and proven partner for business and brand transformation, providing strategic communication, marketing and corporate affairs solutions.
Before Burson, Corey was CEO of BCW and the BCW Group of companies. He came to BCW after spending five years as Vice President of Global Communications and Public Affairs at Google and parent company Alphabet. Before his tenure at Google, Corey was Executive Vice President and Chief Communications Officer at Salesforce, and spent seven years at Starbucks as Senior Vice President of Global Communications. He has extensive agency experience from his time at Waggener Edstrom and Ketchum Public Relations, having begun his career in employee communications at Nike.
His multiple industry awards over the past 25 years include six SABREs, four PRWeek Global Awards and three PRSA Silver Anvils, and he has been inducted into the PR News Hall of Fame. He currently serves on the University of Oregon Foundation’s Board of Trustees and the PR Museum’s Board of Trustees. He was a trustee of the Arthur W. Page Society for five years and a founding member of the USC Annenberg School’s Board of Advisors. Corey was a music journalist for two decades, with more than a thousand bylines in publications ranging from Rolling Stone to GQ. In 2024, he published his first book, “An Ideal for Living: A Celebration of the E.P. – Extended Play.”
Corey earned a B.A. in journalism from the University of Oregon.
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# Jennifer Stearns
Global Chief Innovation OfficerAs Burson’s Global Chief Innovation Officer, Jennifer Stearns oversees the agency’s strategic ongoing innovation advancement.
## More About Jennifer Stearns
Jennifer Stearns is Burson’s Global Chief Innovation Officer, leading the agency’s innovation portfolio through the strategic integration of technology, data, communications and advisory solutions. She oversees Burson’s AI portfolio, guides the development of net-new client-responsive products and services and scales successful solutions across Burson’s global network. Working with Burson and WPP, she also designs agentic workflows that build on Burson's existing technology suite, taking innovation from experimentation to enterprise-wide deployment.
Jennifer brings extensive experience leading global teams and complex workforce evolution initiatives at the intersection of technology, sales and organizational change, including over a decade in executive roles at Accenture. Throughout her career, she has identified market opportunities, developed integrated go-to-market strategies and translated trending innovation into business solutions for Fortune 500 businesses across industries. She has also built and scaled new capabilities, developed customer experience and data transformation programs, and advised senior executives on strategies designed to drive growth and efficiency.
Jennifer attended Carroll College, the oldest college in the state of Wisconsin.
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[Nestlé## The KitKat Heist A week before Easter (chocolate's Superbowl) KitKat faced an unimaginable crisis.](/work/global/the-kitkat-heist)[Filmstaden## Scaredy Cats Rooted in Sweden’s famous dark humor, this creative ploy turned cinema fear into an attraction.](/work/global/scaredy-cats)[Ford## The Ford Truckle Enter the Truckle, the world’s first belt buckle turned key fob.](/work/global/the-ford-truckle)[EGA## Women on Site By increasing visibility at all levels, more women saw themselves in heavy industry.](/work/global/women-on-site)
# Work
## **Culturally Fluent.** Data Driven. **Results Obsessed.**
Our global teams harness cultural insights, data and technology to design campaigns that inspire meaningful dialogue, enhance stakeholder value, and achieve business goals. No matter the sector, service, or location our approach is rooted in strategic thinking, driven by results, and delivered with impeccable execution.
ThailandCorporate CommunicationsConsumer Goods & Retail
[Coca-Cola## Fizz That Never Fades: Celebrating 77 Years of Coca-Cola in Thailand (Thailand 2026) To mark 77 years in Thailand, Coca-Cola launched "Fizz That Never Fades," honoring seven decades of shared history. Through digital storytelling, creator co-creations, and hyper-local activations like Songkran Siam and a photo exhibition, the campaign achieved 7M+ views and deepened community bonds.](/work/thailand/fizz-that-never-fades-celebrating-77-years-of-coca-cola-in-thailand-thailand-2026)
ThailandBrand ExperienceConsumer Goods & Retail
[Coca-Cola## Unlocking the Night: Coca-Cola Thailand’s ‘COKE’ Zero Zero Launch Campaign (Thailand 2026) Coca-Cola introduced "Coke" Zero Zero to Southeast Asia with a 3-part campaign in Thailand: a KOL launch party, a Banthat Thong street food content series, and a Siam Square mega event with 4 Magic Makers. It achieved 808+ coverage pieces, 1.17M+ video views, and 100% positive sentiment.](/work/thailand/unlocking-the-night-coca-cola-thailands-coke-zero-zero-launch-campaign-thailand-2026)
Global
[Nestlé## The KitKat Heist PR Lions Grand Prix Winner at the 2026 Cannes Lions International Festival of Creativity | A week before Easter (chocolate's Superbowl) KitKat faced an unimaginable crisis. Thieves hijacked a truck carrying 12 tonnes of product (413,793 individual bars) somewhere between Italy and Poland.](/work/global/the-kitkat-heist)
Global
[Emirates Global Aluminium## Women on Site When industrial signs only show men, the message resonates clearly: “this space wasn’t designed for women.” To make women visible, EGA and Burson challenged this bias across three levels: worksite, university, and society.](/work/global/women-on-site)
Global
[Filmstaden## Scaredy Cats To show Swedes that watching horror in theatres is so intense they might need professional help to survive, Filmstaden introduced Scaredy Cats. Robotic therapy cats, which are scientifically proven to soothe anxiety, became a theatre menu item available to borrow during screenings.](/work/global/scaredy-cats)
Global
[Ford## The Ford Truckle Enter the Truckle, the world’s first belt buckle turned key fob. This wearable symbol of pride worn around the waist solved a daily frustration with down-home simplicity, freeing hands for essential work. Nobody asked for the Truckle, but Ford recognized an opportunity at the intersection of function and culture.](/work/global/the-ford-truckle)
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## You belong at **Burson**
When you work at Burson, you're part of a passionate global community. It's more than a name. It's a legacy of commitment to clients and colleagues. Together we are what makes Burson the most exciting destination in our industry today.
[Apply now](/careers?llmify=true#openpositions)
At Burson, we are at the crossroads of creativity and problem-solving for our clients. But we don't stop there. We're lifelong learners who are constantly pursuing growth and thrive at the edge of innovation.
---
## Benefits
Discover the wealth of opportunities and benefits offered at Burson tailored with you at the center of it all.
- ### Endless Opportunities
A powerhouse agency where the best communicators begin and grow their careers.
- ### Learning Mindset
We cultivate an environment of constant learning and sharing between generations of talent.
- ### Diverse Culture
Global in nature, we believe representation matters, and all perspectives are relevant.
- ### Work-Life Balance
You matter. We are a community with balance and flexibility for a successful career.
- ### Prioritizing Your Health
We offer best-in-class benefits to support you and your family.
- ### Global Reach
We are everywhere our clients need us to solve their challenges with technology and creativity.
---
## Our Values
## Our values define what it means to be a “Burson Person” – what our organization stands for, how we interact with clients and colleagues and how we approach our work and workplaces.
###
We believe creativity unlocks brilliance.
We aim for the highest standards always and in all ways. We approach every challenge with an expert's eye, seeking not just to create, but to elevate. Our ambition is to design business-moving, career-defining, world-changing solutions and transform the ordinary into the extraordinary.
###
We ask the question "why?" as inspiration to invent the "how."
To discover new solutions and do things that haven't been done before. Roadblocks don't scare us. Because every detour leads to new opportunities to think bigger. Better. We strive to continually be "learn it alls," humble that we can never be "know it alls" in an ever-changing world.
###
We thrive on achieving greatness as a team.
We hold ourselves accountable for our collective growth and vibrant culture. We believe that the diversity of our individual expertise ignites game-changing collaboration - relentlessly engaging and evolving. Because when we work together, we win together. As one Burson.
###
We're passionate problem-solvers.
We are partners to our clients, fully invested in their success. With our experts and expertise, we turn complexity into opportunity - not just as consultants, but as seasoned fellow travelers. We listen deeply, advise honestly, and act decisively to create real value and lasting impact.
---
## Diversity and Inclusion
# Representation Matters
At Burson, we are proud to be a diverse group of communicators with a global reach who bring diversity and inclusion to the forefront of our work.
## Become a **\#BursonPerson**
Burson's success starts with you.
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# Burson Leaders
- [### Deepshikha Dharmaraj](/leaders/india/deepshikha-dharmaraj)Chief Executive Officer, Burson Group India
- [### Vandana Sandhir](/leaders/india/vandana-sandhir)Chief Client Strategy Officer, Burson Group India
- [### Bhuvnesh Chawla](/leaders/india/bhuvnesh-chawla)Chief Marketing & Growth Officer, Burson Group India
- [### Sheena Sharma](/leaders/india/sheena-sharma)Chief Issues & Crisis Officer, Burson Group India
- [### Kriti Makhija](/leaders/india/kriti-makhija)Chief Financial and Compliance Officer, Burson Group India
- [### Priya Mishra](/leaders/india/priya-mishra)Chief Talent Officer, Burson Group India
- [### Dolly Tayal](/leaders/india/dolly-tayal)Managing Director, Burson Genesis
- [### Dolly Tayal](/leaders/asia-pacific/dolly-tayal-2)Managing Director, Burson Genesis and Brand, Sports & Entertainment Lead, Asia-Pacific
- [### Greg Curchod](/leaders/switzerland/greg-curchod)Senior Client Partner, EMEA
- [### Léonie Kelly](/leaders/switzerland/leonie-kelly)Country Managing Director, Burson Switzerland
- [### Dominik Banny](/leaders/switzerland/dominik-banny)Senior Director, Head of Public Affairs & Crisis
- [### Joanna Kearney](/leaders/switzerland/joanna-kearney)Senior Director, Head of Corporate & Crisis Communication
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# Insights
[Explore all](/insights/search)
## Explore Burson Insights
[See More](/insights/search)
---
## North America
---
## EMEA
---
## Asia Pacific
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# Newsroom
[Explore All](/newsroom/search)
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# Our Expertise
## **Reinventing reputation** by **redefining** how it's done.
Burson's world-class workforce of creative problem-solvers bring expertise, AI-first technologies and first-class creative to help you navigate, plan and lead in today's complex, always-on world.
### Consumer
& Brand
We build brands that enhance reputation, create culture and influence consumer behavior. Whether putting brands into pop culture at the speed of news or addressing more deeply seeded societal challenges, we develop communications that create reputation capital for our clients with unrivaled intelligence, innovation and impact.
### Corporate
& Public Affairs
Trusted by policymakers and clients, we have deep connections with decision makers and regulators worldwide. We help clients engage successfully with policy and regulatory stakeholders to pre-empt and respond to today's challenges. We use data & analytics, behavioral science and digital engagement to develop campaigns that focus on outcomes that enable our clients to move with, and shape, public opinion.
### Creative
& Content
Burson is reinventing how we use creativity to meet our clients' challenges. Our creative and content hubs comprise of five core disciplines: Creative Strategists who use insight to develop platforms; Creative Directors who turn cultural insights into ideas; Content & Publishing Strategists who plan the creation and delivery of content; Digital Planning & Optimization experts who define the digital customer journey; and Data & Analytics specialists who use data to track the performance of our campaigns.
### Intelligence
& Innovation
Burson’s Intelligence and Innovation unit brings together deep data and analytics expertise, innovative technology and a solution-centric approach to solve the complex challenges businesses and brands face today. Today’s communicators are facing a shared problem – too much information moving too quickly without enough meaningful insight. We cut through the complexity and offer actionable intelligence and viable solutions at the pace today’s dynamic landscape demands.
### Advisory
We help clients mobilize business and organizational strategy, solve complex issues, strengthen reputation and create sustainable value. Our seasoned advisors collaborate across disciplines to deliver a breadth and depth of corporate affairs, creative, public policy and analytical capabilities. Our corporate and creative services span corporate and financial communications, ESG strategies, brand advisory, public affairs and include a geopolitical risk consulting team. With unmatched global reach, we are distinguished by local market knowledge and relationships, along with deep sector expertise.
---
## Sectors
Health & WellnessWe provide strategic counsel and flawless execution from corporate to R&D communications to regulatory milestones and more. We have strong connections to regulatory bodies and a deep understanding of the intersection of advocacy, policy and sustainability.
Technology & EntertainmentTechnology has never been more transformative, more promising or more risky. Burson deftly navigates that balance, and no one is better prepared to help technology clients navigate what's next.
Our global team of technology communicators keeps your brand moving in the right direction. Whether building reputation, managing risk, launching the next big idea, or providing senior regulatory counsel, we're here to support technology adoption and disruptive innovation.
Energy & IndustrialsAdept at communicating complicated and fast-moving issues, we help energy clients navigate the transition toward sustainable progress.
Our experts work across the global energy system, convening government, business and public sector players, and through all parts of the communications mix, delivering issues expertise and engaging stakeholders at every level and across every market.
Consumer Goods & RetailOur teams are steeped in the latest consumer trends, buying behaviors and industry insights.
Informed by rich consumer insights of every kind, we create bold ideas that make brands and businesses magnetic. Our storytelling drives the type of brand love that keeps customers coming back.
We are passionate about telling brilliant brand stories and creating connections that convert to preference, sales and equity.
Financial ServicesWe specialize in building, growing and preserving trust, wherever the markets may take us. Our experienced consultants know how to reach corporate, B2B, investor and consumer audiences to help clients navigate a complex, regulated world that faces dramatic disruption daily.
We are experts in conceiving and delivering data-driven integrated multi-channel thought leadership and press offices that find the intersection between what interests the media, our clients’ clients and their business priorities.
Professional ServicesWhen the experts who advise the world need advice, they turn to Burson. Even in a sector that defies clear definition, we break through the complexities to establish concrete business value and enhance corporate reputation, ensuring our clients stand out.
With deep expertise in regulatory advice, research, branding, social, digital and 360 comms, Burson is a proven partner across the professional services sector, delivering the precise support needed to help our clients perform at their best.
From business ventures to client partner considerations, mergers and acquisitions to public reputation, we deliver success for our clients so they can do the same for theirs.
Mobility & TransportationWhether it’s transportation by air, rail, road or sea, we’re focused on setting clients up for progress – positioning them to overcome challenges, both economic and social, and capitalize on opportunities presented by technological advancements.
We help clients adapt to and navigate the complex network of policies, people and regulations necessary to reach their most critical audiences.
Travel & TourismFrom airlines to cruise lines, experiences to expeditions, historic cities to island nations, we know how to stir emotion, spark wonder and inspire consumers to live life to the fullest.
We have an unparalleled understanding of how consumer expectations and corporate responsibility intersect to define today’s modern travel experience. We leverage deep relationships with influential media across trade and consumer titles to craft compelling stories and secure placements in sought-after sections, blogs and lifestyle commentaries.
SportSport has the power to unite us all and inspire the inner fan in everyone.
As the industry has evolved, so have we. Our broad range of experts span all platforms and disciplines and deliver seamlessly on everything from footwear drops to live performance events. We produce campaigns that deliver for global and local audiences.
[Burson Sports & Entertainment](https://www.bursonglobal.com/p/sports-entertainment)
Government, Public Sector & Non-ProfitFrom policy shifts to trade to supply chain dynamics, our experts have worked directly with policymakers around the world. We understand the drivers and know the players, the power centers and the right messages – and messengers – for success.
Our global team of strategic advisors provide seasoned counsel and nuanced strategies that reflect and respond to the multi-layered realities of today’s global communities.
---
## Products
Welcome to the Burson Innovation Portfolio, a body of AI-enabled tools that, when paired with human intelligence, enables faster, better insights; precision audience targeting; and culturally relevant creative.
The Burson Innovation Portfolio comprises of seven solutions that serve a continuum of client needs and is strengthened by WPP Open, WPP’s AI-powered marketing operating system. They include:
Reputation CapitalBurson's Reputation Capital is the first product to connect what builds reputation to what grows your business. Using cutting-edge technology, we’ve reinvented how to build and protect reputation to deliver smarter advice and bolder ideas.
[Learn more](https://www.bursonglobal.com/p/reputation-capital)
The Sonar SuiteThe Sonar Suite anticipates and evaluates risk through social narrative intelligence.
[Watch the video](https://www.bursonglobal.com/p/the-sonar-suite)
The Decipher SuiteThe Decipher Suite predicts the impact of proactive and defensive communications; the impact of themes globally and regionally; and emerging cultural trends.
[Watch the video](https://www.bursonglobal.com/p/the-decipher-suite)
The Creators' SuiteThe Creators’ Suite creates audience-specific content at scale, by identifying both the supply and demand of information online as well as white space in narratives.
The Specialists' SuiteThe Specialists’ Suite trains Burson’s AI tools on specific industry sectors.
[FlightSchool](https://www.bursonglobal.com/p/the-flight-school)
The Fount SuiteThe Fount Suite which takes an aggregated view of the data across the life cycle of a campaign to measure and optimize performance.
[Watch the video](https://www.bursonglobal.com/p/the-fount-suite)
Generative Engine Optimization ApproachBurson's GEO approach offers a practical framework for credible AI visibility:
- **Consistent Narrative**: Align all owned, earned, and executive content around the same clear, current proof points.
- **Compounding Authority:** Build third-party validation through media, analysts, experts, and creators. The goal isn't coverage, it's corroboration.
- **Chorus of Content:** Amplify evidence across multiple formats, voices, and platforms so AI systems recognize it as durable and credible.
The proof your company builds now will define the reputation narratives audiences believe tomorrow. Visibility without believability is exposure without influence.
[Read The Credibility Paradox](https://www.bursonglobal.com/p/beyond-geo)
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/expertise?llmify=true#!)
---
# Locations
Below, you can find offices by region or explore all offices in Asia-Pacific
[Explore all Asia-Pacific offices](/locations/asia-pacific)---
Australia[Explore all](/locations/australia)- #### Burson Sydney
1 Shelley Street, Floor 7, Barangaroo, Sydney, NSW, 2000
- #### Burson Melbourne
Level 6, 51 Flinders Lane, Melbourne VIC 3000
- #### Burson Brisbane
Stanley Street Plaza, South Bank QLD 4101
- #### Burson Perth
Level 2, Kings Square 1 (KS1) 556 Wellington St Perth WA 6000
Greater China[Explore all](/locations/greater-china)China[Explore all](/locations/china)- #### Burson Guangzhou
Unit 7 of the Room 1101, 11/F Kingold Century, No.62 Jinsui Road, Tianhe District, Guangzhou, China 510623
- #### Burson Beijing
20th Floor, East Tower, Twin Towers, B-12 Jian Guo Men Wai Avenue, Chaoyang District, Beijing 100022
- #### Burson Shanghai
2501 WPP Campus, 399 Hengfeng Road, Jing'an District, Shanghai, 200070
- #### Burson Shenzhen
06-156, Tower D, China Resources Land Building No.91 Kefa Road, Nanshan District Shenzhen, Guangdong, China, 518057
Hong Kong, SAR, China[Explore all](/locations/hong-kong-sar-china)- #### Burson Hong Kong SAR China
16/F K11 ATELIER King's Road, 728 King's Road, Quarry Bay, Hong Kong
India[Explore all](/locations/india)- #### Burson Gurugram
WPP Gurugram, Level 7, Tower-B, DLF Cyber Park, Phase III, Udyog Vihar, Sector 20, Gurugram 122016, Haryana, India
- #### Burson Mumbai
4th Floor, BAY99, The Orb JW Marriott, Sahar, Andheri East, Mumbai 400099, Maharashtra, India
- #### Burson Bengaluru
36 Crown Point, Lavelle Road, Bengaluru 560001, Karnataka, India
Indonesia[Explore all](/locations/indonesia)- #### Burson Jakarta
RDTX Place 35th floor, Jl. Prof. Dr. Satrio No. 3, Karet Kuningan, Setiabudi, Jakarta 12930
Japan[Explore all](/locations/japan)- #### Burson Tokyo
Yebisu Garden Place Tower 30F, 4-20-3 Ebisu, Shibuya-ku, Tokyo 150-6030
- #### Burson Tokyo
Hiroo MTR Building B1F, 2-36-13 Ebisu, Shibuya-ku, Tokyo 150-0013, Japan
Malaysia[Explore all](/locations/malaysia)- #### Burson Kuala Lumpur
Level 35, Unit 35.3 & 35.4, Menara AIA Sentral, No 30 Jalan Sultan Ismail, 50250 Kuala Lumpur, Malaysia
Singapore[Explore all](/locations/singapore)- #### Burson Singapore
One George Street, #09-01, Singapore 049145
South Korea[Explore all](/locations/south-korea)- #### Burson Seoul
14th fl., Anguk-Bldg., Yulgok-ro 33, Jongno-gu, Seoul, 03061, Korea
Thailand[Explore all](/locations/thailand)- #### Burson Bangkok
999/9 The Offices at Centralworld, 14th floor, Room no.1408, Rama 1 Road, Patumwan, Patumwan Bangkok 10330
Below, you can find offices by region or explore all offices in EMEA
[Explore all EMEA offices](/locations/emea)---
Europe[Explore all](/locations/europe)Belgium[Explore all](/locations/belgium)- #### Burson Brussels
37 Square de Meeus, B-1000 Brussels, Belgium
Finland[Explore all](/locations/finland)- #### Burson Helsinki
Ludviginkatu 6, 00130 Helsinki, Finland
Tel:+358 40 521 9210
[Get in touch](/cdn-cgi/l/email-protection#8cf8edfee6eda2e6f9ffffe5e0edcceef9feffe3e2ebe0e3eeede0a2efe3e1)
France[Explore all](/locations/france)- #### Burson Paris
145- 149, Rue Anatole France 92300 Levallois -Perret France
Germany[Explore all](/locations/germany)- #### Burson Berlin
Litfaß-Platz 1, 10178 Berlin, Germany
- #### Burson Dusseldorf
Völklinger Strasse 33, 40221 Düsseldorf, Germany
- #### Burson Frankfurt
Darmstädter Landstrasse 112, 60598 Frankfurt, Germany
- #### Burson Hamburg
Zeisehof, Friedensallee 11, 22765 Hamburg, Germany
- #### Burson Munich
Gisela Stein Str. 21, 81671 München, Germany
Italy[Explore all](/locations/italy)- #### Burson Milano
Via Morimondo, 26 - 20143 Milan
- #### Burson Roma
Via dei Magazzini Generali 38/42 - 00154 Rome
Netherlands[Explore all](/locations/netherlands)- #### Burson Amsterdam
Amsteldijk 166, 1079LH, Amsterdam
Norway[Explore all](/locations/norway)- #### Burson Oslo
Ruseløkkveien 30, 0251 Oslo, Norway
Poland[Explore all](/locations/poland)- #### Burson Warsaw
WPP Campus Plac Konesera 11, 03-736, Warsaw, Poland
Portugal[Explore all](/locations/portugal)- #### Burson Lisbon
WPP Campus, Avenida 24 de Julho 62, piso 6, Lisbon, 1200-869, Portugal
Spain[Explore all](/locations/spain)- #### Burson Barcelona
Carrer de Tánger, 98, 8ª planta. 08018. Barcelona, Spain
- #### Burson Madrid
Rios Rosas 26, 28003 Madrid, Spain
Sweden[Explore all](/locations/sweden)- #### Burson Stockholm
Drottninggatan 94, 11136 Stockholm
Switzerland[Explore all](/locations/switzerland)- #### Burson Lausanne
Rue de Petit-Chêne 38, 1003 Lausanne, Switzerland
- #### Burson Zurich
Hardturmstrasse 133, 8005 Zurich, Switzerland
Turkey[Explore all](/locations/turkey)- #### Burson Istanbul
Büyükdere Cad. Ecza Sk./Safter İş Merkezi, Kat.4, No.6/Şişli, Istanbul, Turkey
United Kingdom[Explore all](/locations/united-kingdom)- #### Burson London
Rose Court, 2 Southwark Bridge Road, London SE1 9HS
Ukraine[Explore all](/locations/ukraine)- #### Burson Kyiv
42-44B Shovkovychna Street, Kyiv 01024, Ukraine
MENA[Explore all](/locations/mena)United Arab Emirates[Explore all](/locations/uae)- #### Burson Abu Dhabi
Yas Creative Hub, Yas Island Tower 3, Level 5, Office-D7, Abu Dhabi, United Arab Emirates, P.O Box 77752
- #### Burson Dubai
41st Floor, Media One Tower, Dubai Media City, Dubai, United Arab Emirates
Saudi Arabia[Explore all](/locations/saudi-arabia)- #### Burson Riyadh
Unit 9, 1st Floor, Raden Commercial Center, Olaya Street, Riyadh 12281, Kingdom of Saudi Arabia
Bahrain[Explore all](/locations/bahrain)- #### Burson Manama
Office 2004, 20th Floor, East Tower, Building 1, World Trade Center Road 365, Block 316 Manama, Bahrain 1596
Jordan[Explore all](/locations/jordan)- #### Burson Amman
P.O. Box 815568 Al Abdali, The Boulevard, Al Bonouk Street, Building 12A, 4th Floor Amman 11180 Jordan
Qatar[Explore all](/locations/qatar)- #### Burson Doha
P.O Box 24275 Manarat Lusail Tower, 14th floor, Office number 1404, Doha Qatar Qatar
Kuwait[Explore all](/locations/kuwait)- #### Burson Kuwait City
Rakan Tower, 6th Floor, Fahad Al Salem St. Kuwait
Egypt[Explore all](/locations/egypt)- #### Burson Cairo
9G/4 Ahmed Kamel Street Off Laselky Street, El Maadi Cairo, 11742 Egypt
Africa[Explore all](/locations/africa)South Africa[Explore all](/locations/south-africa)- #### Burson Johannesburg
WPP Campus, Block D, 20 Woodlands Drive, Woodmead, 2191, Johannesburg, South Africa
Below, you can find offices by region or explore all offices in Latin America
[Explore all Latin America offices](/locations/latin-america)---
Argentina[Explore all](/locations/argentina)- #### Burson Buenos Aires
Montevideo 1669, Piso 7, Oficina A, Ciudad Autónoma de Buenos Aires, C1021AAA
Brazil[Explore all](/locations/brazil)- #### Burson Brasilia
SCS, Quadra 09, Bloco C, Torre C, Sala 1001 a 1003 - 10 andar Brasilia/DF 70308-200, Brazil
- #### Burson Rio de Janeiro
Almirante Barroso, 81, 33º andar, Centro, Rio de Janeiro – RJ, 20031-004
- #### Burson Sao Paulo
Av. Mofarrej, 971 - Vila Leopoldina, São Paulo, 05311-000, Brazil
Chile[Explore all](/locations/chile)- #### Burson Santiago
Avenida Providencia 111, Edificio Telefónica, Providencia, Santiago, Chile
Colombia[Explore all](/locations/colombia)- #### Burson Bogota
Carrera 9 No. 101-67, Piso 3 Oficina 302 Edificio NAOS, Bogota, Colombia
- #### Burson Medellin
Carrera 25 #1 A Sur 155 of. 544 Edificio Platinum Superior, Colombia
Guatemala[Explore all](/locations/guatemala)- #### Burson Guatemala City
Avenida La Reforma 6-39, Zona 10, 01010-Guatemala
Mexico[Explore all](/locations/mexico)- #### Burson Mexico City
Edificio Punto Polanco, Lago Alberto 319, Piso 16. Colonia Granada 11520 Miguel Hidalgo, Ciudad de México
Peru[Explore all](/locations/peru)- #### Burson Lima
Av. Juan de Arona 755. Office 8118. San Isidro, Lima, Peru
Uruguay[Explore all](/locations/uruguay)- #### Burson Montevideo
Punta Carretas Tower - Piso 6, Guipúzcoa 331, Montevideo, Uruguay
Below, you can find offices by region or explore all offices in North America
[Explore all North America offices](/locations/north-america)---
Canada[Explore all](/locations/canada)Ontario[Explore all](/locations/ontario)- #### Burson Toronto
155 Queens Quay E, Floor 9, Toronto, Canada, M5A 0W4
Tel:+1 (416) 413-1218
- #### Burson Ottawa
45 O’Connor, Suite 1240, Ottawa, Canada, K1P 1A4
Tel:+1 (613) 238-4371
Québec[Explore all](/locations/quebec)- #### Burson Montréal
500 Rue St-Jacques, bureau 1530, Montréal (QC) H2Y 1S1
Tel:+1 (514) 395-0375
- #### Burson Québec City
686 Grande Allée Est, bureau 102, Québec (QC) G1R 2K5
Tel:+1 (418) 523-3352
Western Canada[Explore all](/locations/western-canada)- #### Burson Edmonton
10259 105 St NW #11, Edmonton, T5J 1E3, Canada
- #### Burson Calgary
144, 4th Avenue SW, Suite 2100, Calgary, Alberta, T2P 3N4, Canada
- #### Burson Vancouver
\#600-580 Hornby Street, Vancouver, Canada, V6C 3B6
Tel:+1 (604) 684-6414
- #### Burson Victoria
800 Yates Street, suite 301, Victoria V8W 3B3
United States[Explore all](/locations/us)California[Explore all](/locations/california)- #### Burson Los Angeles
6300 Wilshire Blvd, 19th Floor, Los Angeles, CA, 90048
- #### Burson San Francisco
One Maritime Plaza, 4th Floor, San Francisco, CA 94111
- #### Burson Costa Mesa
611 Anton Blvd, Suite 420, Costa Mesa, CA 92626
Florida[Explore all](/locations/florida)- #### Burson Miami
201 S Biscayne Blvd #1400, Miami, FL 33131
Georgia[Explore all](/locations/georgia)- #### Burson Atlanta
505 N. Angier Avenue NE, Floor 4, Atlanta, GA 30308
Illinois[Explore all](/locations/illinois)- #### Burson Chicago
333 N. Green St., Chicago, IL, 60607
Massachusetts[Explore all](/locations/massachusetts)- #### Burson Boston
200 Berkely Street, Boston, MA 02116
Michigan[Explore all](/locations/michigan)- #### Burson Detroit
WPP Detroit Campus, 243 W. Congress St., Detroit, MI 48226
New York[Explore all](/locations/new-york)- #### Burson New York City
3 World Trade Center 175 Greenwich Street, 29th Floor New York, NY 10007
Pennsylvania[Explore all](/locations/pennsylvania)- #### Burson Pittsburgh
Four Gateway Center, 444 Liberty Avenue, Suite 310, Pittsburgh, PA 15222-1220
Texas[Explore all](/locations/texas)- #### Burson Austin
206 East 9th Street, Floor 16, Suite 1600, Austin, TX 78701
- #### Burson Dallas
14841 Dallas Parkway, Floor 8, Dallas, TX 75254
- #### Burson Houston
909 Fannin Street, Suite 3210, Houston, TX 77010
Washington D.C.[Explore all](/locations/district-of-columbia)- #### Burson Washington, D.C.
1801 K St, NW, 9th floor, Washington DC, 20006
Puerto Rico[Explore all](/locations/puerto-rico)- #### Burson San Juan
Munet Court #9, Pueblo Viejo Guaynabo, Puerto Rico 00968
Get in touch[Contact us](/contact)
---
[© 2026 WPP](https://www.wpp.com)[Privacy Notice & Legal Information](/privacy-notice)[Cookie Notice](/cookie-notice)[Cookie Settings](/locations?llmify=true#!)
---
## Notes
**Unified Brand:** Burson represents the unified global entity encompassing legacy brands BCW (Burson Cohn & Wolfe) and Hill & Knowlton. Always reference the current entity as Burson unless explicitly analyzing historical pre-merger case studies.