Sydney, Australia — Burson has appointed Gemma Hudson as Chief Executive Officer (CEO) of its Australia and New Zealand business, strengthening its regional leadership as the global communications agency looks to accelerate growth and expand its integrated communications offering across the market.
Effective immediately, Hudson will oversee Burson’s operations in Sydney, Melbourne, Brisbane and Perth, as well as its specialist government relations firms, Hawker Britton and Barton Deakin. Based in Sydney, she will report to Burson APAC CEO HS Chung.
Hudson joins Burson from Johnson & Johnson as Director of Communications & Public Affairs for Australia and New Zealand, bringing over 20 years of diverse in-house and agency leadership experience across healthcare, technology, and corporate affairs.
Before Johnson & Johnson, Hudson spent 11 years at WE Communications, including serving as Executive Vice President for its International Health practice across APAC and EMEA. She also previously led the agency’s Australia and New Zealand business as CEO.
With the appointment, Burson aims to strengthen its position in Australia and New Zealand while helping clients navigate an increasingly complex communications landscape spanning consumer and brand communications, corporate affairs, advocacy, public policy, and government relations.
HS Chung, APAC CEO at Burson, said, “We are thrilled to welcome Gemma to lead our AUNZ business as we accelerate our growth ambitions and continue to expand our offering.”
“Gemma brings a valuable client-side perspective and deep sector experience which will bolster our healthcare practice and elevate the unique ‘culture to cabinet’ positioning in AUNZ – supporting clients across consumer and brand, advocacy and influence, corporate affairs and government relations,” added Chung.
Commenting on her appointment, Hudson said she is looking forward to returning to agency life at a time when organisations face growing challenges around reputation, policy and culture.
“Today’s geopolitical environment has made it more important than ever for organizations to navigate culture, reputation and policy. I’m delighted to be joining a business that brings together the capabilities to support clients across that full spectrum,” Hudson shared.
“AUNZ is a dynamic market full of opportunity, and I am looking forward to unlocking that potential with an exceptional team. Burson’s enviable data and tech stack will underpin everything we build in Australia, helping us deliver smarter, more impactful solutions for clients as they navigate an increasingly complex communications landscape,” she added.
Her appointment also reinforces Burson’s focus on investing in strategic growth markets and expanding its reputation-led communications services across the Asia-Pacific region.
