WPP Merges Hill & Knowlton and BCW to Form Burson, Redefining Modern Communications Leadership
In a strategic move that reshapes the landscape of the communications industry, WPP has announced the merger of its two largest agencies, Hill & Knowlton and BCW, giving rise to Burson. This amalgamation establishes a powerhouse of modern communications leadership with a global footprint, poised to deliver comprehensive services focused on reputation-building and protection.
Corey duBrowa, the current global CEO of BCW, has been appointed as the global CEO of Burson, while AnnaMaria DeSalva, the present global chairman and CEO of Hill & Knowlton, will assume the role of global chairman of Burson. Together, they will guide the agency's strategy, client service, employee experience, and culture. The newly formed Burson is set to commence operations on July 1, 2024, with the unveiling of its brand later this year.
This union positions Burson as an industry-leading, full-service communications agency, well-equipped to navigate the complexities of the current business environment. The merger leverages the unparalleled talent, global networks, technological investments, creative capabilities, and public affairs expertise of both agencies to deliver interdisciplinary solutions that meet the evolving needs of clients.
The creation of Burson also establishes immediate scale in crucial sectors driving innovation and economic growth, such as healthcare and technology. With over 6,000 employees in 43 markets worldwide, the agency aims to drive reputation and value creation through a commitment to honesty, transparency, integrity, and excellence.
Named in honor of the late Harold Burson, a trailblazer in public relations, the agency will embody his principles and set a new standard for modern communications. Corey duBrowa emphasized the foundational ideals, stating, “Those principles are the foundational ideals of Burson, upon which we will set the bar for modern communications through our AI-first innovation pipeline.”
AnnaMaria DeSalva highlighted the synergies created by the combination, stating, “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.”
Burson's leadership team, comprised of former chief communications officers and seasoned agency executives, will bring deep expertise to drive the agency's success. Mark Read, CEO of WPP, expressed excitement about the merger, positioning Burson as the most modern, strategic, and technology-driven communications offering in the industry.
The agency will continue to support a client roster that includes over half of the Fortune 100, spanning corporate and public affairs, healthcare, technology, and brand marketing. As Burson takes center stage, it represents a transformative force, redefining the landscape of modern communications leadership.
