WPP, the global advertising and marketing conglomerate, has revealed its strategic move to merge its two leading communications agencies, Hill & Knowlton and BCW, resulting in the formation of a new powerhouse named Burson. This merger aims to offer modern communications leadership at scale, emphasizing reputation-building and protection for clients worldwide.
Corey duBrowa, the current Global CEO of BCW, has been appointed as the Global CEO of Burson, while AnnaMaria DeSalva, the current Global Chairman and CEO of Hill & Knowlton, will take on the role of Global Chairman at Burson. Together, they will oversee agency strategy, client service, employee experience, and culture. The operational commencement of Burson is scheduled for July 1, 2024, with the official brand unveiling later this year.
Burson, as the amalgamation of Hill & Knowlton and BCW, aspires to serve clients effectively in a complex and dynamic environment where strategic stakeholder communications play a pivotal role. The agency aims to leverage the combined talent pool, global networks, technological investments, creative capabilities, and expertise in public affairs and advisory services to deliver interdisciplinary solutions meeting the demands of contemporary clients.
The merger also positions Burson as an immediate player in sectors crucial for today’s innovation and economic growth, particularly healthcare and technology. The agency is set to have over 6,000 employees across 43 markets worldwide. The name “Burson” pays homage to Harold Burson, a pioneer in modern public relations and strategic communications.
Corey duBrowa highlighted the agency’s commitment to honesty, transparency, integrity, and excellence, emphasizing these principles as the foundation for modern communications. The agency plans to set a new standard through an AI-first innovation pipeline, providing clients with insights, strategic counsel, and technology solutions.
AnnaMaria DeSalva emphasized the synergies between Hill & Knowlton and BCW, creating a premier partner for business leaders focusing on growth, risk management, and reputational capital. The transformation aims to elevate strategic communication with creativity as a force for sustainable value creation.
Burson’s leadership team will comprise former chief communications officers and experienced agency executives from both entities. Appointments to the leadership team will be announced as the integration progresses throughout 2024.
Hill & Knowlton’s momentum, talent, and innovation will contribute significantly to the newly formed Burson, serving select global clients through strategic communications, advisory, and public affairs services. GCI Health and AxiCom will operate as brands within Burson, providing specialized healthcare and technology communications expertise at scale.
Mark Read, CEO of WPP, expressed his enthusiasm for the merger, highlighting the shared strengths, ambitions, and client base of Hill & Knowlton and BCW. He sees Burson as the industry’s most modern, strategic, technology-driven, full-service communications offering. The new agency is poised to support a client roster that includes over half of the Fortune 100 across various sectors.
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