New York, USA – Global communications firm Burson has announced the launch of ‘Decipher Health,’ its new cognitive artificial intelligence (AI) offering designed to optimize communications impact and stakeholder engagement across patient, advocate, healthcare provider, health decision makers and analyst communities. 

This is the third AI offering of its kind from Burson and a key addition to the growing capability within PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI.

‘Decipher Health’ by Burson has trained cognitive AI models on a broad spectrum of disease areas, including general health, oncology, neurology, diabetes, respiratory, and sexual health. It integrates predictive believability and virality indicators. The result is a robust framework for forecasting the potential impact of different types of content across healthcare-focused audience segments that is based on observable, repeatable data. 

Moreover, the solution–created in partnership with cognitive AI company Limbik–makes predictions about communications impact by determining an audience’s level of commitment to a particular topic and the believability of online content related to that topic. 

As part of WPP Open, ‘Decipher Health’ will be made available to all WPP healthcare clients and is the latest innovation for Health@WPP.

In addition to message testing, ‘Decipher Health’ tracks the impact of a variety of global macro themes that can affect the healthcare system, including: The economy; drug costs, pricing and access; supply chain; DEI; sustainability; elections; reproductive rights; women’s health and armed conflict.

Chad Latz, chief innovation officer at Burson, said, “The volume of information in the healthcare space can be both daunting and riddled with inaccuracies for people who are searching for material on a particular disease or therapeutic area. We created this capability to predict with near certainty the potential for impact – including credibility and engagement – that content can have on a wide range of healthcare-specific audiences. This ensures we can help our clients cut through with communications and marketing that build their reputations, but also deliver valuable and effective resources across the patient journey.”

Meanwhile, Brenna Terry, global chair for healthcare at Burson, commented, “What makes this such an extraordinary tool is the depth of our audience modeling. Our patient audience is segmented beyond typical demographics to include a wide range of social determinants that can make people more – or less – likely to be susceptible to a disease and receptive to information. Drilling down to such a precise level ensures that we reach the right people at the right time with precisely the right content.”

She added, “Decipher Health allow us to analyze gaps in message uptake among different critical healthcare stakeholders. What resonates with a patient is different than what will make an impact with a physician or an analyst. With WPP Open, we can forecast what works well with each audience and then develop compelling content that facilitates high-impact communications with all stakeholder groups. We now have instant market research right at our fingertips.” 

Hong Kong – Global communications agency Burson has announced the appointment of Simeon Mellalieu as its new CEO for Hong Kong, effective October 2, 2024. 

Mellalieu brings 25 years of experience advising multinational companies on national, regional, and global communication strategies designed to build brands and safeguard reputations.

Throughout his career, Mellalieu has managed an extensive portfolio of clients across diverse sectors, including fast fashion, semiconductors, automotive, gaming, travel and leisure, enterprise and consumer technology, food and beverage, and banking and payments. He is also a dedicated supporter of academic and trade organisations throughout Hong Kong and the broader APAC region. 

Notably, Mellalieu served as a board member and Chairman of PR Hong Kong (formerly the Council of PR Firms of Hong Kong) from 2010 to 2013. Before joining Burson, he was a partner for client development at Ketchum Asia-Pacific and managing director of Ketchum Hong Kong.

HS Chung, CEO for North APAC at Burson, said, “We are delighted to welcome Simeon to our APAC leadership team. Hong Kong remains a critical regional hub for Asian companies seeking to build their reputation on the global stage. Simeon’s extensive experience will help us further bolster our ‘Asia Going Global’ offer in Hong Kong, helping clients navigate pivotal market changes and seize opportunities, both in the region and abroad.”

Mellalieu began his communications career in the UK and has spent over two decades in Hong Kong. Before joining Ketchum, he worked at Bulletin International in London and Warman & Bannister in Cambridge.

Speaking about his appointment, Mellalieu shared, “This is an incredibly exciting and important moment in time to be joining Burson. We have a large and extremely talented team in Hong Kong supported by a powerful global network. I’m looking forward to working alongside my new colleagues locally and internationally to build our leading position in the industry based on innovative solutions, cut-through creativity, and incisive technology.”

Kuala Lumpur, Malaysia – The Malaysia Digital Economy Corporation (MDEC) has appointed global strategic communications leader, Burson, as its new public relations (PR) agency of record. This strategic appointment follows a competitive pitch process to identify a capable PR agency to work with collaboratively in strengthening MDEC’s communication strategies and stakeholder engagements. 

Burson was selected for its global reach, deep insights, and capability to support MDEC’s mission of accelerating Malaysia’s digital transformation. This partnership aims to strengthen MDEC’s communication efforts and reinforce its leadership in the digital economy. 

The collaboration between MDEC and Burson will also encompass a comprehensive range of services, including strategic media relations both locally and internationally, bespoke content creation, and reputation management. 

Over the course of the next three years, Burson will meticulously craft and execute communication strategies designed to amplify MDEC’s initiatives and engage effectively with diverse stakeholders, ensuring that MDEC’s messages resonate powerfully across all channels.

Justin Then, CEO of Burson Malaysia, said, “This appointment is a testament of the team’s ability to provide the deep actionable insights that MDEC requires from a global agency partner. We’re honoured to be handed this mandate to assist MDEC in advancing the national digital transformation agenda.”

Earlier this year, WPP Group announced the merger of its two largest communications agencies, Hill & Knowlton and BCW, to form Burson. The newly formed Burson, officially launched last month, now boasts over 6,000 employees in 43 markets worldwide. This merger creates an industry-leading, full-service communications agency focused on building and protecting reputation, honouring the legacy of Harold Burson, a pioneer in modern public relations and strategic communications.

New York, USA – Burson, the global communications company designed to create value for clients through reputation, has announced the first round of regional leader appointments in Asia-Pacific. 

The appointments of Burson throughout Asia-Pacific include Amelia Tipping as APAC chief growth officer, Marianne Admardatine as APAC head of innovation and creative transformation (in addition to her role as CEO for Burson Indonesia), Joe Peng as APAC and Greater China head of digital and intelligence, Douglas Dew as APAC head of corporate and public affairs, and Michael Rhydderch as APAC head of sustainability. 

Burson offers expertise in a wide range of practices, services, and industries, including corporate and public affairs, consumer and brand, ESG and sustainability, technology, energy and industrials, financial communications, health and wellness, and energy and industrials. Burson has 18 offices around Asia-Pacific. 

Speaking about the appointments, HS Chung, North APAC CEO, Burson, said, “Our offering in Asia is designed to provide clients innovative solutions at scale, across services, sectors, and stakeholders. With a comprehensive understanding of the opportunities and challenges businesses face today, and decades of experience in the region, we are confident that our leaders will drive immense value creation for our people, our clients, and our business.” 

Meanwhile, Adrian Warr, who will become South APAC CEO of Burson on September 16, said, “Built with the combination of unmatched talent, technology, and technique, our full-service capabilities focus on redefining reputation as a competitive advantage. Our regional hubs will integrate industry insights, cut-through creativity and AI-driven intelligence across teams, geographies and practices, offering clients a seamless Burson experience.” 

This follows the recent announcement of Burson’s merger with WPP’s BCW and Hill & Knowlton, as well as the strategic additions to its leadership team for Asia-Pacific, with the goal of strengthening its position and competencies in the area.

Singapore – Global communications agency Burson, formed from the merger of WPP’s BCW and Hill & Knowlton, has announced a series of strategic appointments to its Asia-Pacific leadership team, aimed at enhancing its presence and capabilities in the region.

In Singapore, Cindy Lim is appointed as the new chief executive officer. Prior to her appointment, Lim was BCW’s CEO and market leader in Singapore. Joining her is Rikki Jones, who will take on a dual role as CEO for Burson Group Singapore and president for GCI Health Asia-Pacific

Burson also named Claire Li as the new CEO for Greater China. Li was formerly with Starbucks China as its vice president for communications before joining Hill & Knowlton in 2023 as its CEO for Greater China. Meanwhile, Tsuyoshi Takemura will take on the role of CEO for Burson Japan. 

Marianne Admardatine, from Hill & Knowlton, will now serve as the CEO of Burson Indonesia. Also from Hill & Knowlton, Justin Then is named the new CEO of Burson Malaysia

In Thailand, Burson has named Wachiraporn Pornpitayalert as its new market leader. She previously served as the managing director for Hill & Knowlton Thailand. 

On the other hand, Deepshikha Dharmaraj from BCW will also serve as the new CEO of Burson Group India. And Tom Horn, who served as the corporate practice director for Australia and New Zealand at BCW Global, will take on the new role of market leader for Burson ANZ. 

HS Chung will also continue to lead Burson Korea as CEO, in addition to her role as North APAC CEO.

Commenting on the appointments, Chung said, “In today’s fast-evolving environment, clients need the best talent and capabilities to solve their most complex challenges. With our extensive footprint and reach across APAC, clients will gain access to a diverse team of specialists with decades of experience building and protecting reputations for multinational businesses in Asia and Asian enterprises overseas.”

Adrian Warr, South APAC CEO at Burson, also shared, “Innovation and creativity are at the heart of our commitment to delivering unparalleled value for our clients in APAC. Our world-class talent will lead through exceptional creative thinking and bring innovation into action to build reputation capital as a competitive advantage for our clients, today and into the future.” 

These appointments come in the wake of this year’s merger, where WPP combined its communications agencies, Hill+Knowlton and BCW, to form Burson. This union leverages the unparalleled talent, extensive global networks, advanced technology investments, creative capabilities, and public affairs and advisory expertise of both organisations to drive reputation enhancement and value creation.

Singapore – BCW and Hill & Knowlton, which will merge as of July 1 to form Burson, has announced that Adrian Warr has been named its new CEO of South Asia-Pacific, covering the agency’s business in India, Australia, New Zealand, Singapore, Indonesia, Thailand and Malaysia. He will join Burson as of September 16. 

Warr has spent more than two decades at top global agencies counseling clients across industries, disciplines and geographies; managing eight-figure P&Ls with meticulous operational oversight; and building diverse, award-winning teams.

He has also served as a close adviser to the leaders of some of the world’s most high-profile institutions, helping them deploy multi-channel communications to address complex commercial threats and opportunities. 

Before joining BCW, Warr spent the last 10 years with Edelman in variety of roles in the Asia-Pacific region, serving multiple leadership roles. Prior to it, he spent 12 years in London, as a partner with Portland, an associate board director with Freuds Communications, and in a variety of roles in his seven years with Hill & Knowlton. 

Speaking on his new role, he said, “Burson is the talk of the town and rightly so, it’s changing the face of the industry, who wouldn’t want a piece of that action?From the complexities of going global to geopolitical upheaval to the challenges of innovating at scale, clients increasingly need the unbridled creative thinking that this agency brings to every brief. The team in South APAC is brimming with world-class talent and I’m honored to be the Burson person leading them.” 

Meanwhile, Corey duBrowa, global CEO at BCW, commented, “The myriad challenges and opportunities facing clients today could not be more foundational. Adrian has considerable experience pairing creativity with innovation to help clients navigate ambiguity and overcome obstacles, all while building their reputations amid extreme geopolitical, social and commercial complexity. This expertise, coupled with his rigorous advocacy for teams and talent, make him exceptionally well-suited to lead our South APAC business.”