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.

The post Burson appoints Gemma Hudson as CEO for ANZ  appeared first on MARKETECH APAC.

Chung has advised C-suite leaders from multinational brands across sectors such as food and beverage, electronics, personal care, automotive, and healthcare. She also leads specialised service offerings for the Korean government and has participated in several national projects, including the Olympics.

She founded Synergy Communications in January 2000, which was integrated into Hill & Knowlton in 2002. Prior to joining Burson, she served as Hill & Knowlton’s president for Asia.

At Burson, Chung has been overseeing the North Asia-Pacific markets of China, Hong Kong, Japan, and Korea. Her expanded remit now covers the broader region, including Australia and New Zealand, India, Indonesia, Malaysia, Singapore, and Thailand.

Chung will remain based in Seoul, with the appointment taking effect on December 1, 2025.

Speaking on her new role, Chung said it is an honour for her to lead the APAC region. 

“We have strong momentum across the business and will continue to turn it into results through disciplined focus and execution,” she shared. “As our clients navigate unprecedented complexity, we are using our comprehensive AI capabilities and our exceptional talent bench to help businesses make decisions with clarity so they can succeed today and in the future. With the Asia-Pacific continuing to grow and shape the global economy, I’m excited to help our clients and teams seize the opportunities that lie ahead.”

Meanwhile, Adrian Warr, who has been leading South Asia-Pacific, will leave the region as he returns to the United Kingdom with his family. He will depart the business on November 30, 2025.

Corey duBrowa, global CEO of Burson, said, “HS has a combination of superpowers that make her very well-suited to lead the entire region. She is a trusted and sought-after CEO and C-suite advisor, a business builder, a talent advocate and an operational maven. These skills, together with her deep understanding of the cultural nuances across and between the markets, will enable Burson to continue delivering exceptional results for our clients and further build on our strong foundation across our Asia-Pacific footprint.”

He also expressed his gratitude to Adrian for his service and contribution to the agency. 

“I’d like to extend my thanks to Adrian for his contributions to Burson during his time with us, for his leadership in driving our business in South Asia-Pacific and his partnership with HS and our leadership team.  I wish him the very best in his future endeavours,” said duBrowa.

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