Hong Kong – Communications agency Burson in Hong Kong has appointed Simeon Mellalieu as chief executive officer. Simeon joins the agency from Ketchum, where he served for more than 20 years.
In an exclusive interview with MARKETECH APAC, Simeon shares how he is transitioning to his new role and leading the new Burson team to create a clear positioning for the agency in the market.
Setting priorities, goals in new leadership
As chief executive officer, Simeon is expected to lead the team with a vision. He aims to elevate Burson Hong Kong as a brand to boost its partnerships.
“At the macro level, my priority is to make the promise of our new Burson brand a reality so that we are one of the most sought-after agencies to partner with – and work for – in Hong Kong and the wider region,” Simeon said.
To further grow Burson’s partnerships with brands in the region, Simeon considers the particular needs of clients in Hong Kong. Through his role, Simeon aims to lead Burson in showing its exceptional work, highlighting the agency’s ability to deliver what Hong Kong-based clients require from agencies.
“Given Hong Kong’s role in Asia, that means we need to prove our strength in executing locally as well as regionally or globally. This team can do both,” he said.
With the creation of a new Burson group, Simeon sees potential in the team, which can contribute to its growth.
“The scale we can now bring to bear from the bench of talent we now have really sets us apart,” he said.
Big leap, smooth transition
Before his role at Burson, Simeon was a partner in client development at Asia-Pacific at Ketchum. Though he worked at Ketchum for over 20 years, he says the shift to Burson went smoothly. This is made possible by a skilled team.
“I’m not going to lie, the transition was something that I thought a lot about before I joined. Two decades at Ketchum was a very long time. But it has given me the skills I need to take on this role,” he said.
“There’s a great team here. And I’ve joined at a time when there’s a lot of other new talent coming in too. That’s creating a crucible of fresh thinking at an important moment in time for the company,” he added.
Throughout his decades of experience in the industry, he has formed insights into how he aims to lead the agency. With what he has learned from his previous experiences, he shares the lessons he will bring to Burson.
“I think there’s two important things. First, is an ability to collaborate and work across opcos to maximum effect and build growth. Clients are increasingly looking for a group level one-stop shop where work scopes are beyond what a single agency can deliver,” he said.
“Second is being objective about the level of service we’re bringing and whether we are actually being a good partner or not. You don’t build great client relationships if you’re in denial about when and where we’re falling short. You need to be able to address that head on and fix it,” he added.
Remaining on the lead
One of Simeon’s goals is to contribute to Burson Hong Kong, allowing it to stay on the lead in the industry. While there are challenges, he remains optimistic about overcoming them by taking on opportunities.
“In this part of the world, everyone’s keeping a close eye on the economy both in Hong Kong and mainland China. It’s no secret there are challenges there, but the outlook is more positive,” he said.
He plans to navigate the challenges of operating as an agency by leveraging artificial intelligence. With innovation and access to technological solutions, he is confident that it can bolster the agency’s outputs.
“We’ve already got an AI-based tech stack ready to go which puts us ahead of most of our competitors. This helps us be more efficient and provide better insights for our clients which gives us an edge in both advisory and creativity.”
Since Burson’s name has a weight that the agency needs to live up to, he says it will use its tools and technology to maintain its momentum.
“Our agency name is synonymous with PR. Harold Burson literally wrote the book. We need to stay at the top of the industry. With the scale we’ve now created for ourselves and the tools and AI innovation we bring, we will continue to do that,” he said.
Though he highlights Burson’s available tools to serve its clients, he says there are more important things an agency should constantly have amidst a dynamic industry: audience trust.
“The world isn’t getting any easier to navigate. Change and disruption are all around us. But the need for businesses and brands to earn reputation and trust is a constant. It’s what gives them permission to engage with their audiences and grow. The tools we use may change but reputation will always be our business,” he concluded.
