Burson makes a bright entry globally, reveals new products, services and academy

Burson announced its official launch by unveiling its new brand identity and revitalised client services. The agency was created following the merger of WPP-owned BCW and Hill & Knowlton in January this year, with the imminent brand launch to occur on 1 July.

“Businesses and organisations 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 of 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.”

The company applies its proprietary approach to reputation across the Burson Group, a streamlined suite of agencies with scale across industries and anchored by the flagship full-service Burson brand. These include Hill & Knowlton, Axicom communications agency for tech brands, global healthcare agency GCI Health, and financial comms and capital market advisory agency Buchanan, which will be rebranded as Burson Buchanan.

Other subsidiaries include Direct Impact and Prime Policy Group. Agency brands under Hill & Knowlton are 3K, Blanc & Otus, Dewey Square Group and JeffreyGroup. Another significant change is that BCW will cease to exist as an agency name.

Corey duBrowa, global CEO of Burson

Burson launched its new visual identity inspired by the power of light to illuminate insights and reveal opportunity, which reinforces the company’s vision of counseling clients with creativity and advisory solutions. Its new value proposition also delineates its contemporary strategy in reshaping the construction and safeguarding of reputation management for clients within the ever-evolving contemporary landscape.

To achieve this goal, the agency has introduced a series of products and programs to empower its counselors and creators to solve clients’ challenges across sectors and markets. This includes 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. These solutions—core components of the PR Studio of WPP Open, WPP’s AI-powered marketing operating system—include five suites. These include Sonar, Decipher, Creators, Specialists and the Fount Suite.

AnnaMaria DeSalva, global chairman of Burson

“In today’s complex operating environment, business leaders are converting pervasive risks into opportunities for innovation and value creation,” said AnnaMaria DeSalva, global chairman of 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.”

Burson is also unveiling its new learning academy focused on client leadership and skills development to ensure teams are well-versed to counsel their clients consistently. The Burson Academy will offers curricula under four pillars—leadership, client excellence, craft and AI/innovation.