Burson has launched formally today, unveiling a new brand identity.  

In January this year, WPP announced the merger of its two largest communications agencies, Hill & Knowlton and BCW, to be named Burson after the legendary late Harold Burson, a pioneer and founding figure of modern public relations and strategic communications.

This move is part of the overall simplification drive led by WPP CEO, Mark Read. The latest merger announcement follows the merger of advertising firms Wunderman Thompson and VMLY&R in October 2023, to create the world's largest creative advertising agency.

With the merger, the agency is expected to become the largest PR firm globally, as per PR Week's 2023 Agency rankings crossing Edelman.

 Burson has more than 6,000 employees in 43 markets worldwide. 

Hill & Knowlton, GCI Health remain separate brands 

A communique reconfirmed that Burson's suite of agencies including Hill & Knowlton, health specialist GCI Health, tech comms firmAxicom and financial communications and capital advisory firms Burson Buchanan will continue to function as separate brands under Burson.

“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, 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.

Burson also outlined a slew of products and services, including AI-powered tools, on offer and introduced a new framework and consulting methodology to assess and actively manage “reputation capital” across four pillars: Company actions, communications, social narratives and stakeholder beliefs. 

“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."

She further added, "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.”